Sales kickoffs, or SKOs, are a rare moment when the entire sales team gathers together to celebrate past wins, align on strategy, and set goals. Therefore, they are the perfect opportunity to set the tone for the year ahead.

With this in mind, this article will explore how teams can make the most of their SKOs by concentrating on team connections, encouraging direct leadership involvement, promoting relevant networking activities, and prioritising keeping the team engaged, to lay the foundations for a successful 2026.

Set realistic objectives

Whilst SKOs are a fantastic way to reinforce good habits, introduce new training, and develop individual capabilities, it‘s important to be mindful about what you can cover in the two-three day event, and to acknowledge that realistically you’re not going to change the mindset of the sales team over this short period of time.

Instead, this time should be used to focus on depth over breadth, and hone in on the specific areas your team would benefit the most from developing. For example, if you’re focusing on the MEDDIC framework, focus on the two letters that will drive the most impact for your team. Like Metrics (M), which will help your team quantify success and align with customer value, or Identified pain (I), which targets critical challenges your prospects face. Remember, it's crucial to avoid overwhelming your team.

Build team connections

Forming team connections is now more important than ever in a world where technology enables us to work together without, in some cases, ever meeting in person. For some colleagues, the SKO may be the first and potentially only time they meet this year; therefore, leaders in particular cannot underestimate this chance to not only develop team connections but also to learn more about their employees as people.

Scheduling team-building activities and exercises can help team members better understand one another, enabling them to motivate and support each other more effectively.

Keep leadership involved

One of the most impactful ways to inspire your sales team during the SKO is to have leadership play an active role throughout it. This sends a clear message that sales success is a priority across the organisation and opens a window of opportunity for leaders to assess their team’s competencies live. It also allows leaders to learn and grow themselves. The leaders in the strongest position to guide their team through challenges and emerging trends, such as AI, are those which are continuously investing in their own development too.

It’s clear that having your leaders present and active during sales kickoff is an all-around win for developing leadership skills, motivation, and team growth.

Highlight relevant networking opportunities

From insights provided by external speakers and trainers, to encouraging mentoring within your organisation, networking is often an overlooked part of SKOs but a valuable one nonetheless. Allocating time to specifically discuss the career paths and opportunities available at your organisation, as well as gathering key speakers to discuss their career trajectories, are great exercises to help employees understand the next steps available to them.

Every individual will be at different stages of their career, so it’s important to provide a range of accessible options - from enabling experienced team members to offer guidance, to giving newer team members a chance to contribute fresh perspectives. SKOs are a great platform for supporting each other in building Personal Boards and portfolios.

Prioritise team engagement

Finally, considering that SKOs typically run for several days, companies need to keep their team engaged throughout the entire process. The solution is to design your sessions to be interactive and focused on actionable insights that your sales team can implement immediately alongside a well-balanced agenda that has both inspiration and education.

Start the event with something high-energy, like a motivational keynote that celebrates last year’s wins and sets out the company's vision and goals to set the tone. Then what follows should be a mix of shorter sessions, formal and informal exercises, covering a mixture of subjects to encourage both professional and personal growth. Incorporate interactive elements, like role-playing or small group workshops with clear, real-world applicable links, to keep your team engaged and ensure the lessons stick.

Conclusion

Ultimately, the true value of a SKO is not defined by the energy in the room over a few days, but by the impact it has across the year that follows. Organisations should view their SKO not simply as a motivational event, but as a strategic launchpad - one that aligns teams around clear priorities, equips them with relevant skills, and strengthens connections across the business.

Emma Maslen is the Founder and CEO of award-winning sales strategy consultancy inspir’em and author of The Personal Board of You Inc.