- Theme
- Craft a relevant, motivational theme (good resource with many themes)
- Agenda/Content
- Kickoff
- CEO Vision
- Customer(s) Spotlight (pay for their T&E)
- Partner Spotlight (pay for their T&E)
- Keynote speaker
- Recognition/Awards
- Year in Review & Plan for the Coming Year
- Training (consider ending with training since it will be more likely to stick – “peak-end rule”)
- Selling skills, process, methodologies (prospecting, expansion, account planning, pricing, etc.)
- Marketing Update (campaigns, messaging, etc.) – Here is what we are going to do to help you hit your number.
- Product & Pricing Update – Here is what we are going to do to help you hit your number.
- Competitive positioning
- Logistics
- Have an owner who leads a cross-functional planning committee
- Get input from executives, especially the CEO, CMO, and CPO, on what they expect from the event
- Test all A/V. Then test it again.
- Budget – Estimates range from $1,000 to $5,000 per in-person attendee with $2,500 being most typical
- Choose a dynamic emcee
- Limit the duration of any given session to 45 mins. No individual speaker (keynote excepted) should talk for more then 20 mins uninterrupted.
- Design in long breaks. For smaller teams, at least 15 mins. For larger teams, at least 20 mins.
- Build in many unstructured networking breaks as well as wellness, volunteering, & fun
- Make it interactive
- Swag
- Breakout sessions (esp. role-specific)
- Do not skimp on meals, snacks, & refreshments
- Be mindful of speaker diversity
- Reinforce learnings with post-SKO training
- Location – Get an offsite venue
- Complete territory, comp plans, and quota BEFORE the meeting
- Ensure attendees have good transportation and hotel options
- Avoid parties on day 1 of a 2 day event (and promote moderation in alcohol consumption)
- Start early on Day 1 but 30 to 60 mins later on Day 2+