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��ϳԹ�� SKO Guide: Essential Components

In this guide, you'll find the six essential components of a successful SKO event including templates, examples, and best practices.

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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 PEOPLESelecting 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 OBJECTIVEEach 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 CONTENTAvoid 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-PERSONIf 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.VIRTUALEnsure 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.HYBRIDPlan 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 HallsLook for venues specifically designed for hosting events. These spaces often come equipped with audio-visual equipment.University or College CampusesSome educational institutions offer event spaces and auditoriums for rent during non-academic periods.Country ClubsFor 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 PlatformsThere are specialized platforms designed for hosting virtual events. These platforms offer features such as virtual auditoriums, breakout rooms, networking lounges, and exhibitor booths.WebinarsWebinar platforms like GoToWebinar, Demio, or Livestorm can be used for hosting presentations and training sessions during the SKO.Virtual WorkspacesPlatforms like Miro or MURAL can be used to facilitate collaborative activities and brainstorming sessions virtually.Virtual Team-Building GamesIncorporate 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 ToolsUse 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 StreamingConsider live streaming the in-person portions of the SKO to remote attendees using platforms like YouTube, Vimeo, or a dedicated streaming service.Pre-recorded ContentProvide pre-recorded content for certain sessions that remote attendees can access on-demand, reducing the need for live participation in every segment.Mobile Event AppsEmploy 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.

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.

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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.

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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, ��ϳԹ�� 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.

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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.

WhenFebruary 21st (1:00 PM) – February 23rd (12:00 PM) ETWhere1234 Lemon Street, Denver, CO 89204Who is attendingAll full time employees are invited to attend.What is the Goal of SKOSales Kickoff for the US Employees is all around (insert theme) we are on together. We aim to deliver content and foster an environment of learning and connection. We hope you gain an understanding of our focus as a company and the building blocks you need along the way to make both you, our company and our customers successful.

📅 Dates & Full Agenda:

DateTimeEventLocationPrepSKO DAY 1Tuesday, Feb 21st12:00- 1:00 PMLunchOffice 1:00 – 3:00 PMWelcome CelebrationOffice 3:30 – 5:00 PMSurprise Team Building ActivityTBDBring you laptops5:30 – 9:00 PMWelcome Dinner & DrinksRooftop No need to bring any work items!SKO DAY 2Wednesday, Feb 22nd8:00 – 9:00 AMBreakfastOffice 9:00 – 11:00 AMHackathon Pt 1Office 11:00 AM – 12:00 PMLunchTBDLeave your work stuff in the office12:00 – 3:00 PMHackathon Pt 2Office 3:00 – 4:00 PMBREAK 4:00 – 4:30 PMGroup PictureOffice 4:30 – 6:00 PMEscape RoomTBD 6:00 – 9:00 PMDinner w/ TeamsTBDYour team will have a fun dinner with an activitySKO DAY 3Thursday, Feb 23rd8:00 – 9:00 AMBreakfastOffice 9:00 – 10:00 AMCustomer PanelOffice 10:00 – 11:00 AMWrap Up Office 11:00 AM – 12:00 PMLunchTBDLeave your work stuff in the office

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, ��ϳԹ�� 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!

‍

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?

📸 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!

🔜 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

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Don’t take our word for it. See for yourself.

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