Your SKO Is Just the Beginning

Here's a story we see play out every year:

A company pours months of planning and six figures into their Sales Kickoff. They book an impressive venue, fly everyone in, and deliver three days of high-energy sessions. The event is a hit. Survey scores are through the roof. Everyone leaves pumped up and motivated.

Then... nothing changes.

Three months later, it's like the SKO never happened. Old habits persist. New initiatives gather dust. ROI remains a mystery.

Why? Because most companies treat their SKO like a destination rather than what it should be: a launch pad.

The Domino Effect

Think of your SKO as the first domino in a series. Push it over correctly, and it triggers a chain reaction of lasting change. Set it up poorly, and it falls flat – just another expensive event that generated more heat than light.

But here's the thing: that first domino doesn't fall by accident. You need a plan.

Start with the End in Mind

We recently worked with a sales leader who completely transformed their post-SKO results. Their secret? Before they planned a single session, they asked one question:

"What specific behaviors do we need to see in 90 days to know this SKO was worth it?"

Not "What content should we cover?" Not "Who should present?" Not even "What should people learn?"

But: "What should people actually do differently?"

This flip in thinking changes everything.

The 30-60-90 Framework

Here's how to make it work:

First 30 Days: Knowledge Transfer

This is where your team proves they got the message. Look for:

• Application of new frameworks in team meetings
• Usage of new terminology and concepts
• Engagement with follow-up materials

Days 31-60: Skill Application

Now we're seeing new behaviors emerge:

• Implementation of new techniques in client calls
• Adoption of new tools and processes
• Active participation in skill-building sessions

Days 61-90: Field Activation

This is where rubber meets road:

• New opportunities using the fresh approach
• Improved pipeline quality
• Better win rates in target scenarios

But Here's the Catch

This timeline only works if you support it. You need what I call "scaffolding" – regular reinforcement activities that keep the learning alive:

• Weekly skill-building sessions
• Peer mentoring groups
• Success story sharing
• Coaching checkpoints
• Quick-hit podcast reminders

Think of these as maintenance doses after the initial SKO injection.

Make It Real

The biggest mistake? Treating post-SKO planning as theoretical.

Instead:

1. Have every participant identify specific accounts where they'll apply new approaches
2. Set concrete activity targets for the first 30 days
3. Create accountability partnerships
4. Track and share early wins
5. Measure leading indicators weekly

The Hard Truth

Change takes time. New habits don't form in three days of SKO sessions, no matter how inspiring your keynote speaker was.

Real transformation happens in the weeks and months that follow, when:

• That new discovery framework gets tested in actual customer conversations
• The updated pricing strategy faces real objections
• Your team has to apply that new negotiation approach in the heat of the moment

Your SKO is just the starting line. The real race begins the day everyone flies home.

Here's Your Homework

Pull out your SKO plan right now. Ask yourself:

1. What specific behaviors do we need to see in 90 days?
2. How will we track them?
3. What support system will we put in place?
4. How will we maintain momentum?

If you can't answer these questions clearly, you're not ready for SKO.

Remember: A great SKO without a follow-through plan is just an expensive party.

You wouldn't launch a product without a go-to-market strategy. You wouldn't start a war without a battle plan. Don't launch your sales year without a post-SKO activation strategy.

Your SKO isn't the end. It's just the beginning. Plan accordingly.