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Sales Kickoff Meetings Suffer from Lack of 'Before' and 'After' Components, According to Brainshark SurveyWALTHAM, Mass., Jan. 16, 2018 /PRNewswire/ -- Companies looking to drive motivation and momentum with their annual sales kickoff (SKO) meetings may be falling short, according to a new survey from Brainshark, Inc. Despite billions of dollars spent on the events each year, and hours (upon hours) of planning and preparation, participants note their kickoffs don't always "make the grade." In fact, three out of four attendees (74%) say their company's SKO doesn't merit an "A" grade, while 29% rate it a "C" or below – leaving ample room for improvement. The survey, conducted online at the end of last year, contains responses from 107 sales representatives, sales managers and other leadership at companies of all sizes and across industries. The data shows many organizations take a limited approach to SKO planning and execution. That is, they often view the meeting as a single event in isolation, rather than a springboard for the entire fiscal year that requires sales team preparation and follow-up. Participants reported, for example:
These responses indicate that most companies are gaining only a fraction of the potential return on investment (ROI) in their SKOs, according to Jim inivaggi, chief readiness officer at Brainshark. "A sales kickoff is exactly what its name implies – a kickoff or jumping-off point, and a catalyst for improvements throughout the year," Ninivaggi said. "The stakes are high – especially for morale, retention and results. That's why it's so important to take stock of 'before' and 'after' elements, as they relate to the sales force. "For example, rather than compete with various SKO distractions, it's better to introduce skills and methodology training beforehand. That way, too, companies can maximize their kickoff's face-to-face format for practice, application and certification. Similarly, with reps bombarded with information at kickoff, you need to have a knowledge retention strategy. This often comes in the form of follow-up details, training and tailored coaching." Sales Kickoff Wish-List
Attendees also noted if they had unlimited budget and unrestricted planning power, they'd improve their kickoff's guest sales-focused speakers (56%), motivational speakers (50%), venue (39%) and food options (23%). Sales Enablement's Role "Sales enablement plays a vital role in equipping the sales team to deliver value in every customer interaction," Ninivaggi said. "So the department's heavy involvement in SKO planning should be a given – helping the meeting drive its desired outcomes. But planning shouldn't be done in a vacuum, and a well-rounded group – including senior sales leaders, product management, product marketing and event planning personnel – should also play a role in creating a successful event." For more information about Brainshark's survey, please see http://bit.ly/bnsk-state-of-skos. For tips on sales kickoff best practices, please see this free eBook: "The Ultimate Guide to Sales Kickoff Readiness and Planning" (http://bit.ly/sko-plans). About Brainshark Media Contact:
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