Research Brief: Annual Sales Kickoff Meetings

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How do large sales organizations plan for effective annual sales meetings? This Research Initiative examined meeting planning best practices for organizations that hold annual sales meetings. Areas of inquiry included meeting objectives, themes, planning practices, and overall meeting effectiveness.

Introduction

How do large sales organizations plan for effective annual sales meetings? This Research Initiative examined meeting planning best practices for organizations that hold annual sales meetings. Areas of inquiry included meeting objectives, themes, planning practices, and overall meeting effectiveness.

Key Results

  • 83% had a kickoff meeting in the last 12 months
  • 75% are extremely likely to have a kickoff meeting in the next 12 months
  • Key Objectives for the Kickoff Meeting & Effectiveness – Table Below

Area

Very Important

Extremely Effective

Gap

(Points)

Setting Strategy Focus

63%

26%

(37)

Training – New Offerings

25

4

(21)

Training/Orienting

21

9

(12)

Executive Interaction

38

30

(8)

Learn about Trends

17

9

(8)

Interaction – Other Functions

17

22

5

High Performer Recognition

29

17

(12)

Communications – Programs

26

26

0

Performance Review Info

8

13

5

  • Qualitative Feedback:
    • Top Three Themes: Growth Focus, New Products, Competitive Advantage
    • Other Important Areas: Sales Leadership, Including Other Functions, Technology & Innovation

Discussion

Per our discussions with research participants, budgets are continuing to be a topic of interest, especially travel and entertainment costs and how “wide of a net” to include in the meeting. Additionally, and related to budget, the topic of ROI and the effectiveness of a kickoff meeting are central to those discussions. Lastly, in looking at the key results, it appears that cascading the corporate and sales strategy is a challenge and has the largest effectiveness gap. To further discuss the results, please contact us at solutions@symmetricsgroup.com.

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Research Brief – Kickoff Meetings

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