Sales Kickoffs are right around the corner. It’s the culmination of months of strategic planning and the catalyst for next year’s revenue growth plan. It’s a tremendous opportunity to align your commercial organization and energize reps about this year’s new products and offerings. SBI has attended hundreds of kickoffs; we have found that Market Leaders (defined by SBI as companies level 4+ on the Revenue Growth Maturity Model) treat SKO much differently than their peers. They have a completely different mindset; we call what they are doing an Acceleration Summit rather than an SKO. Our findings are synthesized in our research report, Sales Kickoff is Dead.
You know you have to get it right; this is a big line item in your budget, and the ROI is always questioned. This event is always won or lost before it even begins. Market-leading growth executives take a systematic, sequential method to how they plan for an Acceleration Summit. Revenue Ops must be engaged with the 7 sequential planning activities:
- Purchase Intent Modeling
- Routes to Market
- Coverage Plan
- Org Structure and Design
- Talent Assessment
- Territories, Quota, and Compensation Plans
- Accelerate the Employee Lifecycle
To help you get a headstart on your summit planning, download SBI’s Acceleration Summit Toolkit.
This toolkit will help revenue ops leaders with planning before, during, and after the summit.
Purchase Intent Modeling
Which customers or prospects are going to generate the most revenue in the shortest amount of time? Purchase Intent Modeling answers this question and gives you a deep understanding of your market, accounts, and buyers. It will align your strategy with buyer needs, prioritize your accounts, and differentiate you from your competition. The output is a stack-ranked model that aligns your top sales resources with top market opportunities as a function of potential spend and propensity to buy. This is very important – it is a primary design component of all subsequent planning activities. You can find our Purchase Intent Modeling tool in this toolkit to structure your ideation.
Routes to Market
Are you reaching your customers and prospects most efficiently? Traditional routes to market are being replaced with innovative ways to reach customers. Use the output of Purchase Intent Modeling to ensure your routes to market are the most effective to reach high-value customers and the most efficient to reach lower-value customers. A Route to Market Analysis and Plan will help you cover your addressable market, lower your Customer Acquisition Cost (CAC), and maximize your Customer Lifetime Value (CLTV).
Is your market’s potential being served with the most cost-effective mix of direct and indirect channels? Design a plan that meets your customer needs while optimizing CAC. Conduct a Buyer Channel Preference Assessment to clearly understand how each customer segment wants to be served. The assessment will inform your Capacity Model by role to ensure every account with whitespace gets the appropriate attention it needs to justify the spend. Your coverage plan should be all-encompassing across channels: Key Accounts, Field Sales, Inside Sales, E-Commerce, and Channel Partners.
Org Structure and Design
Do you need to reassess your headcount? Purchase Intent Modeling will help you understand where next year’s revenue is being generated. Sizing market potential is a moment of realization that could poke big holes in your current models. Assess your productivity and headcount model to test its validity against your Routes to Market and Coverage Plan. Does your commercial organization need more specialists? Leaders? Click here for practical guidance to help you decide which Org Structure is best for you.
What does your talent portfolio look like? Everyone wants a team stacked with A-players. In reality, performance adheres more to a normal distribution of A, B, and C players. Determine if you have the next wave of leaders internally, or if you need to source them externally. Identify the A-player reps that you need to retain. Build a plan to transition C-player accounts with high potential to A-players.
Territories, Quotas, and Compensation Plans
Sales reps need to have their territory, quota, and compensation plans at the very beginning of the Acceleration Summit; they must leave with a deep understanding of it. Revenue goals need to be clearly communicated from the VPs, all the way down to the individual rep. Goals must align to, and manifest themselves in each rep’s territory, quota, and compensation plan. Intelligently designed territories and quotas are modeled as a factor of market potential and geographic changes. Compensation plans must align to revenue goals, incentivize desired selling behaviors, and attract and retain A-Players. You can drive double-digit revenue growth by executing flawlessly in all three phases. Click here to learn how to do so by interlocking Compensation Design & Territory Alignment.
Accelerate the Employee Lifecycle
Develop an Employee Life Cycle Management Plan, which improves Bookings per Sales rep through key inflection points in rep tenure. It starts with onboarding. An optimized process can generate quicker returns from your human capital investments by providing every rep with the necessary knowledge, skills, and behaviors to do the job. Industry-leading onboarding plans adhere to an elegantly designed mythology, define clear roles and objectives, and have measurable KPIs. Click here to download our Onboarding Checklist, specifically designed for Revenue Ops leaders like yourself.
Approach This Year’s SKO With a Growth Acceleration Mindset
Success is measured through the execution of the growth strategy, evidenced by the quarterly and weekly actions executed by your teams and measured by the metrics that matter. Revenue Operations can ensure success and alignment by executing in all 7 phases of Pre-Summit Planning.
SBI’s Acceleration Summit toolkit can help you get started.
This can be a lot of work. Fortunately, SBI has resources that can help. Take our diagnostic to benchmark yourself on our Revenue Growth Maturity Model. Use the tool to uncover gaps and insights you can share with your leaders and peers. Download our research report, Sales Kickoff is Dead, to learn how to flip the script and enter the new year with a growth acceleration mindset. If you would like to discuss your Acceleration Summit with an expert, please contact us, and we will connect you with the right person.