Sales Kickoff (SKO)(SKO)
Quick definition
An annual sales event where the entire sales team gathers to discuss goals, strategy, and new initiatives for the coming year.
Detailed explanation
A Sales Kickoff is more than a meeting - it's the most important sales event of the year. Usually 1-3 days in January, it brings your entire sales organization together: SDRs, AEs, managers, sales ops, and often marketing and product teams too. You use an SKO to present targets, launch new products, celebrate wins, and train your team on new methodologies. Companies invest an average of €500-2000 per person in their SKO. A well-executed SKO drives 23% higher target attainment in Q1 and 18% better team alignment throughout the year. The best SKOs combine strategy (30%), training (40%), and team building (30%).
Synonyms
Examples
A SaaS company with 25 sales reps books a conference venue for 2 days. Day 1: CEO presents targets, product demos new features, workshops on new ICP. Day 2: role-play training, certification on new pitch, award ceremony for top performers.
A consulting firm organizes a 1-day SKO: morning analyzes wins/losses from last year, midday breakout sessions per industry, afternoon walks through new sales playbook, closes with team-building activity.
When to use this?
Organize an SKO at the start of your fiscal year (usually January) when you're launching new targets, have major changes in your go-to-market, or need to align your team after growth. Also useful after a merger or major product developments.
Match-day approach
Match-day designs and facilitates SKOs that truly make an impact. We help you build an agenda that balances inspiration with practice. We train your team on new methodologies, build interactive sessions for your new playbook, and ensure everyone leaves with concrete actions. Your SKO won't be a vague motivation show, but a working session where your team comes out stronger.
Related terms
Quarterly Business Review (QBR)(QBR)
A quarterly strategic conversation with your customer where you evaluate results, discuss challenges, and determine future goals.
Sales Enablement
Strategically equipping your sales team with the right content, tools, training, and processes to sell more effectively.
Sales Playbook
A documented overview of your sales process, best practices, and proven plays your team uses to consistently close deals.
Learn more
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