4 sales kickoff tips from corporate event management experts

What a corporate sales kickoff (SKO) event should achieve  

Designing SKO events might feel complex because they’re trying to accomplish a lot. Part professional development opportunity, part pep rally. SKOs should:  

• Align everyone around key priorities. Frame where the company is headed for your internal sales force. This can include brand messaging and goal setting. 
• Teach your team emerging sales strategies and techniques, and provide training on new products and services the organization is introducing.  
• Boost a sense of belonging and pride while showing sales teams where success can take them.
  

As an event management partner, ITA Group tracks progress toward those objectives. Evaluating event data in real time surfaces opportunities to tweak the program after day one. It also sets a baseline for growth over an extended event learning framework.  

Related: Tips for tying corporate travel incentives to organizational goals 

1. SKO event strategy tip: Transform the standard agenda

Typically, SKOs activate a high-energy theme with content that deepens attendees’ emotional connection with the brand:  

• Hearing directly from the CEO and leadership team  
• Storytelling from motivational speakers or key external partners 

Make space for knowledge sharing and relationship building: Salespeople are only as successful as the support they receive from other team members in their organization.

Give regional leaders and top performers a platform to share what’s working for them, whether through breakout sessions or technology.

Match a new salesperson with a successful mentor via the event app to facilitate one-on-one connections.

Relaxing the agenda creates more time for organic networking connections and gives attendees time to absorb what they’re learning. Often, incredible ideas come from conversations over lunch or during socially oriented breaks.  

Meet the moment: Don’t let the SKO get too stale and formulaic. When a brand celebrates a milestone, the SKO should relate. The year a client went public, ITA Group designed their sales meeting around the transition. A surprise agenda transformed the event from its typical meeting structure with fresh energy. Instead of hearing keynotes and sitting in breakout sessions, leadership unveiled hands-on activities like scavenger hunts, axe throwing, zip lines and other adventures.  

2. SKO event strategy tip: Extend and deepen learning

Introducing important new ideas at an SKO flags content as critical. But it’s not the right environment for your audience to absorb anything too technical. Their focus should be on face-to-face interactions—not memorizing the ins and outs of a new medical device, pharmaceutical product or automotive offering.  

Instead, consider the SKO the starting point of an attendee journey that lasts throughout the year.

Focus on-site time together on fun, hands-on demonstrations and interaction among attendees. ITA Group ran one event that gave each sales team swag in a designated color scheme. Throughout the event, activations encouraged swapping to create a rainbow effect. 

Design a campaign to follow up with modules that embed learning. Sales professionals thrive in competitive environments, so the more interactive and gamified the offerings, the better. Learning toolkits, training modules and post-event behavior reinforcement programs activate a continuous engagement cycle.  

Related: 3 experiential event ideas to boost employee learning and engagement 

3. SKO event design tip: Make attendee achievement visual

ITA Group experts are seeing a shift away from spending on event branding toward more sustainable options like digital signage at venues and reusable wayfinding. Instead, organizations are investing in thoughtful event gifting and interactive elements that inspire and motivate.

• Look for opportunities to encourage applause. Salespeople want to see their name on the screen and receive a handshake for their hard work on stage. At one client’s event, each winner received a giant cutout with their face on it to give themselves props at the evening party. 
• Select gifts and accessories to elevate the event. ITA Group worked with one brand to create chic custom silk scarves for President’s Club winners. Printed in a Costa Rica leaf motif, they signaled who was headed somewhere special based on their achievement.
• Announce the theme or destination for that year’s incentive trip in a creative way. At an SKO event in Las Vegas, an “Imagine yourself winning" photo booth teased the European destination with an interactive backdrop. One CEO even dressed in themed costume to create a moment of fun and excitement for winners to get facetime in the French Riviera. 

Related: Innovative corporate incentive travel programs to wow repeat earners

4. SKO event production tip: Let in-person engagement spark long-term impact 

One last piece of advice: Make sure your sales meeting venue can support this “work hard, party hard” crowd. Select a property with proximity to nightlife and ample opportunities to get out and let loose.  

True story: I had to be in the lobby at 5 a.m. after an SKO I helped operate. As I was starting my early morning, attendees were still celebrating the night before!  

Salespeople are highly social and thrive on public recognition for their hard work. An SKO that empowers them to grow their network, deepen their knowledge and embed the brand message creates business results. And, with ITA Group's Events 365 framework, the in-person experience is just the start.

Get our guide to design events with long-term impact.