CREATE & INSPIRE M E E T I N G S , E V E N T S A N D C O N V E N T I O N S CREATE & INSPIRE M E E T I N G S , E V E N T S A N D C O N V E N T I O N S → Sales kickoffs (SKOs) are meant to multitask by introducing new strategies or products, honouring top performers and enticing other team members to up their game. These high- stakes events set the tone for the coming year’s objectives, fostering engagement and boosting morale. Here’s how to plan and leverage them. SET CLEAR OBJECTIVES Organizations sometimes undervalue the growth opportunity SKOs present, says Matthew Byrne, president of Byrne Production Services. “They see them as a chore: ‘Get everybody together, show them some slides and put on a party; let’s just get this over with,’ but it’s not only about presenting numbers and mission statements; it’s about building culture, momentum and engagement,” he says. “For every dollar you invest properly in that sales kickoff, you’ll get 10 times the return.” While hybrid SKOs are an option, nothing beats the power of meeting in-person, adds Gabrielle Whittaker, senior events marketing manager at Rewind, a technology company in Kelowna. “In-person creates much more energy and excitement. This is key when you want to motivate and invigorate a team and allows for peer-to-peer learning and networking,” she explains. AIM FOR A FOCUSED, HIGH-IMPACT EVENT Dig into the goals, vision and budget with stakeholders to understand what they’re trying to accomplish, suggests Julia O’Grady, president of ITM Events in Ottawa. “Often, when you help them talk through some of those questions, you get to know the real purpose. The idea is to get people ramped up so when they leave, they go all-in on their sales strategy,” she says. SKOs should clearly communicate revenue targets, product updates and new processes, adds Whittaker. “A well-executed SKO rallies the entire sales organization around a shared mission, aligns everyone on strategy, and injects energy for the year ahead by celebrating wins and hearing from leadership and customers about the real- world impact of their work,” she explains. CHOOSE A TIMELINE THAT REFLECTS YOUR GOALS Byrne suggests planning an SKO nine months out, taking time to determine your narrative strategy and set the organization’s path forward. “Incentivize your teams to start thinking about awards and recognition as a goalpost to strive for. When people truncate their timeline down to two or three months, no one’s really motivated to get this award because we haven’t told the story of why it’s important,” he explains. However, O’Grady says SKOs can come together on tight timelines. “Our sweet spot is about seven weeks—that forces our clients to make decisions quickly. If you give someone six months to make a decision, it’ll take them six months to make that decision. But if you give them 24 hours, they’ll make it in 24 hours,” she notes. CRAFT COMPELLING CONTENT THROUGH TECHNOLOGY Whittaker encourages planners to involve leaders from sales, marketing and production while building the program. “Each function contributes to the agenda and ensures the right messaging is being provided,” she says. Byrne believes developing a strong storytelling arc through video can stoke delegate engagement. “Whether the theme is ‘one team’ because your sales workforce isn’t gelling or you’re dealing with an acquisition and bringing two sales teams together, highlight that narrative,” he says. For example, videos can showcase a past winner’s path to success, sharing tips about their sales process. “That not only grows your revenue, but also inspires the team to think, ‘I want to be on that video next year,’” he adds. THINK BIG Don’t be afraid to shake things up rather than relying on tired formats, says O’Grady. “For one client, we put forward options to do something different within the same budget, but in the end, the event was exactly as it was every other time because that was within their sell it! How to kickstart your sales kickoff event and exceed expectations by Wendy Helfenbaum Fall 2025 | Ignitemag.ca | 45
