Planning the Ultimate GTM Kickoff: Elevating Your Team for Success
With Q4 under way, it’s time for the Enablement team to start planning next year’s biggest internal event: GTM Kickoff (GTM KO). While the event will take place at the start of a new fiscal year, the groundwork begins now. By starting the preparation during Q4, you can ensure a well-organized and impactful event that sets the tone for the upcoming year.
The start of a new fiscal year is always an exciting and pivotal time. For years, organizations hosted the much-anticipated "Sales Kickoff" (SKO), but as Go-To-Market (GTM) functions expanded, in many cases so did the scope of kickoff events. Enter the GTM Kickoff (or Revenue Kickoff), which includes the entire GTM team—spanning pre-sales, post-sales, marketing, and even technical roles. Kickoff is no longer just about aligning your Sales team; the scope has now expanded to ensure the entire GTM organization is on the same page for the year ahead.
Why is GTM Kickoff so Important?
GTM KO is usually the single biggest investment a company will make on its internal teams all year. In addition to strategy, this is your opportunity to bring remote teams together, celebrate wins, and set the tone for a successful new year. With everything from workshops to team-building activities, the event allows teams to hone their skills, collaborate, and re-energize in a way that remote work or day-to-day office life simply can’t provide.
Even though GTM Kickoffs are traditionally in person, the pandemic showed us that virtual and hybrid formats can also be effective. Whether it’s fully in-person, fully remote, or a blend of both, this event has the potential to have a huge impact. But adequate planning is essential, and we recommend starting a quarter in advance.
Planning an Impactful GTM KO
Setting Objectives
The key to a successful kickoff? Clear and measurable objectives based on the strategic goals of the company. Meet with senior GTM leadership to identify their primary goals. What are they committed to for the year? Are there pivotal product launches happening? Is there a new corporate initiative rolling out? Once you know what the goals are, you can establish your objectives and everything else—content, timing, and activities—should align with them. This clarity not only helps the Enablement team design a well-rounded agenda, but it also ensures buy-in from GTM leadership.
In-Person vs. Remote Events
For in-person GTM Kickoffs, we find that success lies in a two-and-a-half or three-day event, typically midweek. Have Monday as a travel or prep day and wrap up by Friday to allow attendees to catch up before the weekend.
For remote events, keep in mind the fatigue that comes with back-to-back virtual meetings. Four hours a day, split over two or three days, works best for maintaining engagement without overwhelming attendees.
Balancing the Agenda
To keep energy high during your event, create a balance of education, celebration, and fun. Don’t make the mistake of overloading the agenda with non-stop presentations. Include interactive sessions that engage your audience, whether through role-playing, scenario-based learning, or team-building exercises. Sessions that are relevant to different roles ensure that everyone—whether they are from Sales, Marketing, or Customer Success—finds value in the experience.
Adding Customer Insights
Customer panels are one of the most impactful ways to deliver value during your GTM Kickoff. Inviting a few customers to share their experiences and insights offers a real-world perspective and feedback that you just can’t replicate with role-plays.
Perfecting the Presentations
Rehearsing presentations is crucial to ensure the delivery flows seamlessly and resonates with the audience. Practice helps presenters find a natural rhythm, making sure their words land effectively. It also helps fine-tune the timing, ensuring each session fits within its allotted time slot. Ensure every presenter, including executives, has ample time to practice their content delivery as well as how to use any necessary technology. This preparation reduces surprises and builds confidence, making the overall event run smoothly.
Have Fun!
Remember, this is also a time for your team to celebrate and have fun! Plan activities that give them time to unwind and enjoy each other’s company. For in-person events, schedule a party or awards dinner toward the end of the event, after most of your educational content has been covered. For remote teams, virtual team-building activities can be equally invigorating and foster stronger relationships.
Follow-Up is Key
Once the GTM KO is over, the work doesn’t stop. Reinforce key learnings through post-event touchpoints, incorporate the content into ongoing training, and use success stories to keep the momentum going. Make sure all presentations, recordings, and materials are available as soon as possible, so attendees can reference them as needed.
Ready to elevate your next GTM Kickoff? Whether you need help with planning or are looking for ways to level up your strategy, our book Accelerating Revenue, offers an in-depth guide on how to make the most of your GTM Enablement efforts. Looking for a more customized experience? Level213 would love to support you in making your next GTM KO your best one yet! You can get in touch with us here.
Co-authored by Amanda Leikam and Roz Greenfield, Founders of Level213