# Sales Kickoff 12-Week Planning Checklist

> A week-by-week runbook for planning a sales kickoff end to end, covering theme, logistics, content, and post-event reinforcement, so nothing falls through the cracks.

Free checklist for sales leaders. Topic: [Sales Kickoffs, Training & Enablement Programs](https://www.peerlab.ai/library/topic/sales-kickoffs-training-enablement-programs/). Published by PeerLab in the [Sales Enablement Resource Library](https://www.peerlab.ai/library/). Source: https://www.peerlab.ai/library/sales-kickoff-12-week-planning-checklist/

## How to use it

Assign each weekly block to a named owner on the planning committee at T-minus 12, and check items off in a shared tracker so the committee can see at a glance which week is behind.

## What's inside

- 12 pre-event weekly checklists from T-minus 12 to T-minus 1
- An event-week checklist covering execution, recording, and live feedback
- 5 post-event checklists at Week 1, 2, 4, 8, and 12 covering reinforcement and ROI review
- Explicit checkbox items for theme/big-rocks definition, budget, and objectives
- Logistics items: venue, travel, AV, swag, run-of-show, contingency planning
- Content items: agenda drafts, rehearsals, speaker confirmation, breakout materials
- Reinforcement items: manager debriefs, CRM goal translation, skill-check checkpoints, ROI review

A week-by-week runbook from kickoff-of-planning to twelve weeks post-event, covering theme, logistics, content, and reinforcement, so nothing falls through the cracks.

## T-Minus 12 Weeks (Planning Start)
- [ ] Confirm SKO dates and venue
- [ ] Set total budget (see Budget & ROI Calculator in this library)
- [ ] Assign SKO owner + cross-functional planning committee (Sales, Enablement, Marketing, Events)
- [ ] Define the theme and the 1–2 "big rocks" this SKO must land, not a laundry list

## T-Minus 11 Weeks
- [ ] Draft measurable objectives (e.g., target ramp-time reduction, named skill certifications to complete)
- [ ] Align theme/narrative with CEO/CRO

## T-Minus 10 Weeks
- [ ] Finalize venue contract, travel logistics, room blocks
- [ ] Negotiate AV and catering contracts
- [ ] Confirm attendee list and roles (reps, CS, marketing, leadership, guests)

## T-Minus 9 Weeks
- [ ] Build the content skeleton, map sessions to Vision / Skill-Building / Celebration days
- [ ] Identify internal vs. external speakers needed per session

## T-Minus 8 Weeks
- [ ] Send save-the-date + any pre-work (pre-read, self-assessment, pre-SKO survey)
- [ ] Begin external speaker confirmations

## T-Minus 7 Weeks
- [ ] Lock agenda draft v1
- [ ] Assign session owners
- [ ] Begin deck/material development

## T-Minus 6 Weeks
- [ ] Finalize room blocks, ground transport, AV run-of-show draft
- [ ] Place swag/merch orders (lead times run long: don't leave this late)

## T-Minus 5 Weeks
- [ ] Set content rehearsal schedule
- [ ] Draft breakout/workshop materials
- [ ] Design gamification/competition mechanics if used

## T-Minus 4 Weeks
- [ ] Full run-of-show v2 complete
- [ ] Confirm all speakers and vendors in writing
- [ ] Finalize award/recognition list
- [ ] Begin attendee comms cadence

## T-Minus 3 Weeks
- [ ] Dry-run rehearsal with all internal speakers
- [ ] Complete AV/tech checks
- [ ] Order printed materials and name badges

## T-Minus 2 Weeks
- [ ] Final logistics confirmation: headcounts, dietary needs, transport manifests
- [ ] Build contingency plan (no-shows, AV failure, weather)
- [ ] Draft the post-event reinforcement plan (30/60/90-day cadence)

## T-Minus 1 Week
- [ ] On-site setup begins
- [ ] Final rehearsal
- [ ] Send attendees final logistics details
- [ ] Brief all facilitators/session owners

## Event Week
- [ ] Execute Day 1 (Vision), Day 2 (Skill-Building), Day 3 (Celebration), see the 3-Day Agenda Builder in this library
- [ ] Record all sessions for post-event reference
- [ ] Run a live feedback pulse survey (end of Day 2 or Day 3)

## Post-Event Week 1
- [ ] Send recap email with recordings and materials
- [ ] Distribute playbooks/session assets
- [ ] Compile and share feedback/NPS results with leadership

## Post-Event Week 2
- [ ] Managers run team debriefs
- [ ] Translate SKO commitments into individual/team goals in CRM

## Post-Event Week 4
- [ ] First skill-check/certification checkpoint on key SKO training
- [ ] Identify and address gaps

## Post-Event Week 8
- [ ] Mid-point reinforcement pulse, is the new play/skill actually being used?
- [ ] Tie findings into manager 1:1 coaching

## Post-Event Week 12
- [ ] Full ROI review, attainment/ramp movement vs. pre-SKO baseline
- [ ] Feed lessons learned into next SKO's planning cycle