Guide | Planning a Successful Sales Kickoff (SKO)

The Six Ingredients of a Successful SKO

A sales kickoff (SKO) event can provide employees with the motivation, energy, and knowledge they need to excel and achieve their sales targets. However, if not done right, it can leave them feeling overwhelmed, demotivated, and mentally drained. 

The challenge lies in finding the right balance between delivering valuable information and creating an enjoyable experience. We spoke with experienced trainers and experts in the field to gather insights on these questions and more. 

In this guide, we’ve condensed their top tips into six essential ingredients that will help you organize a successful SKO event: 

BEFORE: PLANNING A SUCCESSFUL SKO 

• Create a thematic experience  
• Choose the right format for engagement
  • SKO Format Ideas

DURING: MAINTAINING ENGAGEMENT 

• Host mini breakout sessions
  • Mini Breakout Session Ideas 
• Bake in Downtime
  • Downtime Ideas

AFTER: KEEP THE MOMENTUM AND REINFORCE LEARNING 

• Leave them with food for thought (and plenty of it)  
• Deliver the knowledge your team needs when and where they need it
  • Deliver the Knowledge Ideas 
• BONUS INGREDIENT: Save room for dessert: something fun to end the event
  • Something Fun to End the Event Ideas 
• Pre-SKO Spek Template 
• Post-SKO Spek Template

1. Create a thematic experience

Chefs often emphasize the importance of having a theme when creating a meal. 

They carefully craft a program where each course seamlessly flows into the next, providing a unified dining experience for their guests. The same concept applies when organizing a successful sales kickoff (SKO) event. 

Considering the vast amount of information that will be presented to your sales representatives within a limited timeframe, having a theme to guide the content and agenda becomes crucial. 

It allows you to reinforce key messages throughout the SKO, ensuring that the most important takeaways are effectively communicated. 

When creating your SKO agenda, there are three essential factors to consider:

THE RIGHT PEOPLE	Selecting the right speakers for your SKO is crucial.	Look for talented individuals within your organization who can share their insights and demonstrate how their work impacts the company. Reach out to influential sales professionals on platforms like LinkedIn and invite them to present. You can also involve partners to discuss integrations or partnerships.
A CLEAR OBJECTIVE	Each day’s activities should align with a clear objective.	Start by defining your objective and then structure your agenda accordingly, ensuring that all elements tie into your theme and contribute to achieving the goal.
ENGAGING AND EDUCATIONAL CONTENT	Avoid a mundane “laundry list” approach to your agenda. Instead, put thought into how you organize the day.	Your aim should be to educate and entertain your team, keeping them excited and engaged. Consider the flow and sequencing of topics and speakers to maintain interest throughout the event. Strive to provide valuable information while keeping the content dynamic and captivating.

2. Choose the right format for engagement 

In the past, most sales kickoff events (SKOs) were conducted in person. However, the world has significantly changed, especially in the last couple of years. Selecting the right format is crucial to ensure an engaging SKO experience. 

Thanks to the rapid advancements in event technology, we now have various options to choose from, including in-person, fully virtual, and hybrid formats for SKOs.

Few key things to keep in mind for each format:

IN-PERSON	If you choose to have an in-person SKO, select a centrally located venue that can accommodate all participants. If you have a smaller team, utilizing your office space or conference rooms could be suitable. Remember to schedule networking sessions and meals to encourage attendance from teammates in different locations.
VIRTUAL	Ensure that the chosen technology is within your budget and user-friendly, so participants can focus on the content without frustration. The key challenge in virtual formats is engaging the audience remotely, as there are more distractions compared to in-person events. Adapt in-person formats, such as moderated panels, roundtables, and keynotes, to be even more engaging for virtual participants.
HYBRID	Plan the day accordingly, creating sessions where all participants are physically present while utilizing digital tools for other parts. This approach allows you to fully utilize the potential of the hybrid format.

 

3. SKO Format Options and Ideas

Regardless of the SKO format chosen, it may be difficult to come up with ideas on how and where you team can connect. 

A few ideas for each SKO format:

IN-PERSON	Company Headquarters or Office	If your company has a large enough office space or headquarters, you can organize the SKO on-site. This can be cost-effective and convenient.
	Event Spaces and Function Halls	Look for venues specifically designed for hosting events. These spaces often come equipped with audio-visual equipment.
	University or College Campuses	Some educational institutions offer event spaces and auditoriums for rent during non-academic periods.
	Country Clubs	For a more upscale and exclusive setting, consider hosting the SKO at a country club with event facilities.

VIRTUAL	Video Conferencing Platforms	Platforms like Zoom, Microsoft Teams, Google Meet, or Cisco Webex are popular choices for virtual meetings and events. They allow for video presentations, screen sharing, and real-time interaction among participants.
	Virtual Event Platforms	There are specialized platforms designed for hosting virtual events. These platforms offer features such as virtual auditoriums, breakout rooms, networking lounges, and exhibitor booths.
	Webinars	Webinar platforms like GoToWebinar, Demio, or Livestorm can be used for hosting presentations and training sessions during the SKO.
	Virtual Workspaces	Platforms like Miro or MURAL can be used to facilitate collaborative activities and brainstorming sessions virtually.
	Virtual Team-Building Games	Incorporate team-building activities using platforms like TeamBuilding, Kahoot, or QuizBreaker to engage participants and foster teamwork.

HYBRID	Virtual Event Platforms	Utilize virtual event platforms that offer hybrid event capabilities. These platforms can create a seamless experience for both on-site and remote attendees, enabling interaction and engagement for all.
	Video Conferencing and Collaboration Tools	Use video conferencing platforms like Zoom, Microsoft Teams, or Webex to connect remote participants with the in-person event. Virtual collaboration tools can enhance interaction and team engagement.
	Live Streaming	Consider live streaming the in-person portions of the SKO to remote attendees using platforms like YouTube, Vimeo, or a dedicated streaming service.
	Pre-recorded Content	Provide pre-recorded content for certain sessions that remote attendees can access on-demand, reducing the need for live participation in every segment.
	Mobile Event Apps	Employ mobile event apps that enable interaction, networking, and agenda access for both on-site and virtual participants.

Customize and surface your SKO coaching and training where reps are prospecting

All this content (and more) is available to import and surface in Salesforce, LinkedIn, or wherever your reps are working. Give your revenue team the bite-sized training, coaching, and knowledge they need – where and when they need it.

See Spekit in Action

4. Host mini breakout SKO sessions

The main presentation is typically the focus of the event, but it’s important to keep people engaged during your sales kickoff (SKO). 

Breakout sessions can play a key role in achieving this. Identify areas where participants may be struggling and create specific breakout sessions to address those topics, practice new skills, or tackle challenging problems. 

A successful breakout session can be as simple as practicing a product demo or learning effective prospect research techniques. 

You can also design interactive workshops to teach about: 

• Key differentiators
• Using social media for prospecting
• Creating impactful email campaigns
• Negotiation skills

The purpose of breakout sessions is to ensure active engagement, skill development, and enjoyment. 

You can also incorporate friendly competition by organizing participants into small teams and assigning them a business challenge related to the SKO topic. 

At the end of the session, showcase the best solution and reward the winning team with a prize. 

Sales environments often thrive on friendly competition, so leveraging it during the SKO can make the experience even more engaging.

5. SKO mini breakout session ideas

The key to successful mini breakout sessions is to keep them focused, interactive, and engaging. Ensure that participants come away with actionable insights and practical takeaways from these short bursts of learning and collaboration.

A few ideas for mini breakout sessions:

6. Bake in SKO downtime

It’s important to include planned downtime in your sales kickoff (SKO) agenda. 

• This allows participants to catch up on emails, messages, and other tasks they may have neglected during keynotes and breakout sessions. 
• Downtime also provides an opportunity for networking and conversations with teammates or prospects in a relaxed atmosphere. 
• It’s crucial to create time for debriefing and sharing learnings as well. 

⭐ PRO TIP: Schedule a happy hour or live chat after the keynotes but before the smaller breakout sessions begin.⭐

While some companies focus heavily on breakout sessions without breaks, it’s essential to strike a balance. Provide enough material for participants without overwhelming them and allow time for digestion and socializing. 

By incorporating planned downtime in your SKO, you give people a chance to recharge and address any questions that may have arisen during the breakout sessions. 

To incorporate planned downtime, you can: 

• Plan a mix of in-person and virtual activities, such as escape rooms, scavenger hunts, or trivia contests. 
• Host a happy hour, either in-person or virtually, and inviting a guest mixologist to host can also be enjoyable
• Add a fun guest cameo to deliver a quick, uplifting message during this downtime for an extra touch of excitement.

7. SKO downtime ideas

Remember to balance downtime activities with the overall agenda and ensure that participants have the option to participate or take personal time if needed. 

The goal is to provide a well-rounded and enjoyable experience that fosters team spirit and engagement throughout the SKO.

A few ideas for downtime activities: 

8. Leave them with food for thought (and plenty of it)

After getting your team excited and ready for the next challenge, it’s important to leave them with meaningful thoughts: 

• Discussing ongoing projects, areas for improvement, or current events relevant to your team. 
• Announcing something new and exciting, such as a product release, feature roadmap, strategic vision, or other significant company news.
• Showcasing the next steps as a company and highlighting how each team member contributes to the future vision. 

⭐ PRO TIP: Connect discussions back to the overall objective and theme established during the SKO planning phase. ⭐

By the end of the SKO, it should be clear to participants how they can apply their newly acquired skills and knowledge to enhance their success in the workplace.

9. Deliver the knowledge your team needs where they need it

Now it’s time to provide your attendees with resources that encourage reflection on what they’ve learned and help them maintain momentum. 

The more your employees practice their new skills and knowledge, the easier it will be for them to remember and rely on them in the future. You can provide follow-up content such as session summaries, cheat sheets, videos, and walkthroughs. 

Delivering these resources through a just-in-time learning platform integrated into their daily workflows is the best approach. 

If your team isn’t using such technology, it might be time for an update. Fortunately, Spekit can assist you in this area.

🏆Here are some tips for success:

• Connect what employees have learned with their work-related objectives set during the SKO session. This makes it clear how the newly acquired knowledge aligns with their current challenges.
• Consider pairing new behaviors with rewards to reinforce their adoption.
• Introduce a leaderboard to track the adoption of new skills and provide employees with clear objectives to strive for. This helps them see their progress towards their goals.
• Don’t forget to have some fun! When your team is engaged and enjoying these activities, they are more likely to retain what they’ve learned and continue practicing their skills.

By following these approaches, you can effectively keep your employees engaged with your company’s learning resources!

10. How to reinforce knowledge post-SKO

After a SKO, providing ongoing resources and support is crucial to reinforce the training and knowledge gained during the event. 

A few ideas for resources that can be made available to participants after the SKO:

🚨 All of these can easily be linked out in one Spek sent out after the SKO!

11. Save room for dessert: Be sure to wrap up SKO with some fun!

You’ve done an amazing job transforming your team’s mindset and setting them up for success!

Now, it’s time to wrap up the event with a fun activity that leaves them feeling inspired and proud of their achievements, ready to tackle new challenges. 

• If it’s an in-person SKO, consider hosting an after-party to celebrate. 
• For virtual or hybrid SKOs, you can spice things up by organizing a giveaway and awarding prizes. 

Encourage everyone to participate by sharing the best part of their day, and surprise the winner with a special prize. It’s a great way to create a positive and engaging closing experience for everyone involved.

12. Ideas for how to end SKO on a fun note

Ending a SKO on a fun and positive note is a great way to leave a lasting impression and boost team morale. 

A few ideas for fun activities to wrap up the SKO:

12. Pre-SKO Schedule Template

🚀Sales Kickoff 2023 is in less than a week! 

Please use this Spek as your one stop shop for everything you need to know to prepare and get the most out of our time together.

📅 Dates & Full Agenda:

13. Post-SKO Follow-Up Template

Thank you AGAIN, for your participation and attendance at Sales Kickoff! 

We hope you had as much fun as we did.

Great but what’s coming next?

Lots of incredible conversations, ideas and follow-ups were collected to action on over the next few months. We have curated a list of those below and will continue to surface these in Sales Review Meeting,  your team meetings, Spekit and more!

📸 Access Headshots & photos here! 
 

📆 Stay up to date on cross-functional meetings by adding these calendars as Google calendar overlays. Click to add these public calendars below:

• Operating Rhythm of the Business (link to Spek)
• New Hire Training & Ongoing Enablement (link to Spek)
• Product Release & Comms (link to Spek)

🎥 Watch this video on How to answer “What is Sales?” 

🐙 Practice the new messaging in your own elevator pitch! (link to Spek)

✍🏽 Please make sure you fill out this feedback survey. We want to hear from you!

💡 Create some BUZZ and post to LinkedIn about the Kickoff by tagging us, add your favorite pic & takeaway from SKO. Remember, a Kickoff isn’t a destination it’s a journey and we are just getting started! 

🔜 More items in the works…

• Published Customer Journey
• One pager on Content Strategy for customers
• Customer Facing ‘Case Studies’
• Visibility into Dashboards for progress updates
• Intro to Salesforce Spek
• Better Feature request process
• Updated Messaging, ICP & Persona Speks
• Sales Demo Deck
• SKO Session recordings

14. Post-SKO Must Read Template

Thank you AGAIN, for your participation and attendance at Sales Kickoff! 

We hope you had as much fun as we did.

Great but what’s coming next?

Lots of incredible conversations, ideas and follow-ups were collected to action on over the next few months. We have curated a list of those below and will continue to surface these in Sales Review Meeting,  your team meetings, Spekit and more!

📸 Access Headshots & photos here! 
 

📆 Stay up to date on cross-functional meetings by adding these calendars as Google calendar overlays. Click to add these public calendars below:

• Operating Rhythm of the Business (link to Spek)
• New Hire Training & Ongoing Enablement (link to Spek)
• Product Release & Comms (link to Spek)

🎥 Watch this video on How to answer “What is Sales?” 

🐙 Practice the new messaging in your own elevator pitch! (link to Spek)

✍🏽 Please make sure you fill out this feedback survey. We want to hear from you!

💡 Create some BUZZ and post to LinkedIn about the Kickoff by tagging us, add your favorite pic & takeaway from SKO. Remember, a Kickoff isn’t a destination it’s a journey and we are just getting started! 

🔜 More items in the works…

• Published Customer Journey
• One pager on Content Strategy for customers
• Customer Facing ‘Case Studies’
• Visibility into Dashboards for progress updates
• Intro to Salesforce Spek
• Better Feature request process
• Updated Messaging, ICP & Persona Speks
• Sales Demo Deck
• SKO Session recordings