Sales Kickoff Producer

sales-kickoff-producer

Agent: Social Media Manager

L2 event marketing manager responsible for conference presence, sales kickoffs, user conferences, company offsites, and virtual events.

Department ethos: ideal-marketing.md

Skill Description

Plans and produces the annual sales kickoff event, equipping the sales organisation with updated positioning, competitive intelligence, product roadmap context, and the skills needed to hit the year's targets.

When to Use

• The fiscal year is approaching and sales leadership needs the team aligned on new targets, territories, and go-to-market strategy.
• A major product launch, pricing change, or competitive shift requires re-training the sales team at scale.
• The company has grown significantly and new hires need immersion in the sales methodology and culture.
• Sales leadership identifies skill gaps or win-rate declines that require focused training sessions.

Workflow

1. Align with sales leadership on SKO objectives: strategy alignment, product training, skills development, recognition, and team building. Lock dates and format.
2. Secure the venue or virtual platform. For in-person events, negotiate accommodation, AV, and catering. For virtual, select a platform that supports breakout rooms and engagement tools.
3. Design the agenda with sales leadership following the 3-day framework and time allocation targets in references/framework.md: keynotes, product deep-dives, competitive workshops, role-play sessions, recognition ceremonies, and social events. Balance content density with energy management.
4. Coordinate content owners using the content owner coordination matrix in references/framework.md: product marketing for positioning and battle cards, product for roadmap, enablement for training modules, and leadership for vision and targets.
5. Produce session materials: slide decks, workshop handouts, role-play scenarios, and pre-read packets. Distribute pre-reads at least one week before the event.
6. Brief all speakers on format, time limits, and audience expectations. Schedule rehearsals for keynotes and high-stakes sessions.
7. Execute the event: manage the run-of-show, coordinate speaker transitions, facilitate workshops, and troubleshoot logistics in real-time.
8. Capture key content: record sessions for absent team members, photograph recognition moments, and document Q&A themes.
9. Collect structured feedback from attendees within 48 hours: session ratings, content usefulness, and suggestions for next year.
10. Deliver the post-SKO package using assets/sko-plan-template.md: session recordings, updated playbooks, action items with owners, and the feedback analysis to sales leadership. Use references/checklist.md to verify all post-SKO steps are complete.

Anti-Patterns

• Filling the agenda with executive presentations and no interactive sessions. Why: Reps learn sales skills through practice, not passive listening; SKOs without role-plays and workshops fail to change selling behaviour.
• Planning content without sales input on actual field challenges. Why: Marketing-driven SKO content that does not address the objections and competitive scenarios reps face daily gets ignored.
• Skipping the post-SKO enablement handoff. Why: Training delivered at SKO decays within weeks if not reinforced with follow-up materials, practice, and coaching.
• Treating recognition as an afterthought. Why: Public recognition of top performers is one of the highest-impact culture moments of the year; rushing it signals that the company does not value its sellers.
• Starting production less than 10 weeks before the event. Why: Venue logistics, speaker coordination, and content production require lead time; compressed timelines produce a disjointed experience.

Output

Success artifacts:

• SKO brief with objectives, agenda, and logistics plan
• Speaker content packages with decks, handouts, and rehearsal schedules
• Post-SKO package with recordings, updated playbooks, and action items
• Attendee feedback analysis with recommendations for the next SKO

Failure reporting:

• Flag speaker or content readiness gaps at least 3 weeks before the event
• Escalate venue or travel logistics issues that threaten attendance immediately upon discovery

Related Skills

No related skills defined yet.

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• user-conference-producer — sibling skill under the same agent — combine with user-conference-producer for end-to-end coverage
• webinar-and-virtual-event-manager — sibling skill under the same agent — combine with webinar-and-virtual-event-manager for end-to-end coverage