Q4 planning is officially underway which means the race to prepare for Sales Kickoff (SKO) is on. For PMMs, competitive intelligence leaders, and sales enablement pros, this is your moment to make your compete program shine.

In our SKO webinar, we dug into what teams should consider as they gear up for kickoff season and took it a step further by exploring how to train reps when they find themselves head-to-head with competitors.

Below, we’re sharing a few top tips for making a BIG impact at SKO.

The Importance of Thorough Preparation and Using AI for Intel Analysis 

A successful sales kickoff (SKO) event begins with preparation. And since this presentation is for the sales team, start by connecting directly with your sellers to understand their perspectives on the competition and identify any competitive enablement gaps. Simple surveys or quick 10-minute meetings with sellers of varying tenures and regions can provide valuable insights as you’re in planning mode.

There's also this little thing called AI that can assist you in oh so many ways. Analyze your recent Gong or Chorus calls to check in on how competitors are being discussed and pinpoint common objections that you should cover in your SKO session. AI can provide a deep analysis on how messaging from your competitors has shifted over the past year — giving an indications of where they’re headed.  

If you have win-loss data, AI can easily find trends as to why your team won (or lost) deals throughout the year. Get this fresh analysis ready for SKO and tackle next steps on how you can enable your team against the most common competitors. 

Present Compete Program Results

SKO is an opportunity to showcase your compete program's success and impact. Depending on the maturity of your program, you can share activity metrics like the number of battlecards created and insights gathered, adoption metrics on engagement levels across sellers, and business value metrics such as competitive win rates and changes in pipeline dynamics.

Highlighting these results not only demonstrates the value of the compete program but also motivates your team by giving them tangible evidence of progress. Recognize and celebrate the contributions of teams or individuals who have actively engaged with the program. This recognition can inspire others to participate more actively and reinforce the importance of competitive intelligence in achieving sales success.

Tailoring Content for Different Sales Roles

Different roles within your sales team have unique needs and challenges. Tailoring your SKO content to address these specific requirements can maximize its impact. For instance, BDRs might need concise talk tracks for initial outreach, while AEs require more detailed strategies for closing deals. Similarly, enterprise reps and customer success managers might benefit from content focused on long-term relationship building and account management.

Consider breaking your training into smaller, role-specific sessions after covering more general content. This approach ensures that each team member receives targeted training that is directly applicable to their role.

Create Engaging Themes and Gamification

An engaging theme can make your SKO session more memorable and enjoyable. Crayon customers have incorporated Star Wars or Jurassic Park themes in the past as a way to illustrate different ways to handle an objection or how to deal with a legacy competitor (aka a dinosaur). A well-chosen theme not only captures attention but also helps to reinforce your key messages.

Gamification is another powerful tool to foster a competitive atmosphere and encourage active participation. Consider incorporating scavenger hunts, quizzes, or interactive challenges that require reps to apply what they've learned. For example, a scavenger hunt can teach reps to find resources independently, reinforcing the training content. Gamification taps into the natural competitiveness of your sales team, making the learning process more dynamic and engaging.

If you want to hear more from our SKO webinar session, From Kickoff to Close: How to Launch (or Relaunch) your Compete Program at SKO 👉 check out the recording.