# Sales Kickoff (SKO) Planning Template

> A fill-in agenda, budget, and content-track template for running a Sales Kickoff that changes rep behavior for the quarter, not just morale for a week.

Free template for sales managers. Topic: [Sales Leadership & GTM Strategy](https://www.peerlab.ai/library/topic/sales-leadership-gtm-strategy/). Published by PeerLab in the [Sales Enablement Resource Library](https://www.peerlab.ai/library/). Source: https://www.peerlab.ai/library/sales-kickoff-sko-planning-template/

## How to use it

Fill in Section 1 first and refuse to move to agenda-building until it's answered honestly, then copy the agenda grid per day, allocate your budget against Section 5, and put the T+30/60/90 tracking plan on your calendar before the event happens, not after.

## What's inside

- SKO objective and success-metric fields: forces you to define behavior change, not just an event
- T-minus planning timeline: T-90, T-60, T-30, T-7, day-of, and post-SKO checkpoints
- Full day-by-day agenda grid with session, owner, duration, and content-track fields
- Four content-track structure: Strategy & Numbers, Product & Positioning, Skill-Building, Culture & Recognition
- Budget line-item template with typical allocation percentages
- Pre-work assignment template so reps arrive primed, not cold
- 30/60/90-day post-SKO behavior tracking plan, the mechanism that makes the investment stick

Most SKOs fail for one reason: they are built as a *morale event* instead of a *behavior-change program with an event inside it*. This template forces the behavior-change plan first, agenda second.

---

## 1. Objective & Success Metrics (fill in before you book a venue)

| Field | Your answer |
|---|---|
| One-sentence SKO objective (what should reps do differently on Monday after?) | _______________ |
| Top 3 behaviors this SKO must change | 1. _____ 2. _____ 3. _____ |
| Metric that proves it worked, and by when | e.g., "[new skill] usage in calls up X% within 60 days, measured via [conversation intelligence tool]" |
| Who owns measuring that metric post-SKO | _______________ |
| What this year's SKO explicitly will NOT try to do | _______________ |

If you cannot fill in row 2 with real behaviors (not "be more energized"), stop and fix that before planning anything else.

---

## 2. Planning Timeline

| Milestone | Owner | Deliverable |
|---|---|---|
| **T-90 days** | Sales leader + Enablement | Objective locked, budget approved, venue/format (in-person/virtual/hybrid) decided |
| **T-60 days** | Enablement | Content tracks scoped, external speakers/trainers booked, pre-work drafted |
| **T-30 days** | Enablement + Managers | Agenda finalized, pre-work sent to reps, breakout groups assigned, manager talking points distributed |
| **T-7 days** | Ops | Logistics confirmed, tech/AV tested, materials printed/loaded, comp plan and quota docs finalized for reveal |
| **Day-of** | Emcee/Sales leader | Run of show executed to the minute (see agenda grid) |
| **T+7 days** | Managers | First team debrief 1:1s, what will each rep apply this week |
| **T+30/60/90 days** | Sales leader | Behavior-change metric pulled and reported (see Section 6) |

---

## 3. Agenda Grid (copy this table for each day)

| Time | Session | Track | Owner/Speaker | Duration | Materials needed |
|---|---|---|---|---|---|
| 8:30 | Doors open / breakfast |: | Ops | 30m | Badges, seating chart |
| 9:00 | State of the business + strategy reveal | Strategy & Numbers | CEO/CRO | 45m | Slides, live Q&A mic |
| 9:45 | New comp plan & quota walkthrough | Strategy & Numbers | Sales leader + Finance | 45m | Printed comp one-pagers per rep |
| 10:30 | Break |: |: | 15m |: |
| 10:45 | Product/positioning update | Product & Positioning | Product Marketing | 60m | Updated battlecards |
| 11:45 | Skill-building block 1 (role-play, live) | Skill-Building | Enablement + Managers | 90m | Scenario cards, scoring rubric |
| 1:15 | Lunch |: |: | 60m |: |
| 2:15 | Skill-building block 2 (breakouts by segment) | Skill-Building | Managers | 90m | Breakout room assignments |
| 3:45 | Break |: |: | 15m |: |
| 4:00 | Peer story / top performer panel | Culture & Recognition | Top reps | 45m | Panel questions pre-sent |
| 4:45 | Awards + commitments | Culture & Recognition | Sales leader | 45m | Award trophies, commitment cards |
| 5:30 | Social/dinner |: | Ops |: |: |

Repeat for each additional day; keep skill-building blocks live and graded, not lecture-style, passive content is the #1 reason SKOs don't change behavior.

---

## 4. Four Content Tracks (allocate % of total agenda time)

| Track | Purpose | Target % of agenda | Common mistake |
|---|---|---|---|
| **Strategy & Numbers** | Plan, quota, comp, market context | 20% | Spending 60% here and calling it a kickoff |
| **Product & Positioning** | What's new, what's changing, competitive landscape | 20% | One-way lecture with no test of understanding |
| **Skill-Building** | Live, graded practice on the specific behaviors from Section 1 | 40% | Passive "training" slides instead of role-play/scoring |
| **Culture & Recognition** | Recognition, peer proof, team identity | 20% | Awards with no connection to the skills being reinforced |

---

## 5. Budget Template

| Line item | Typical % of total budget | Your allocation |
|---|---|---|
| Venue & AV | 25-30% | _____ |
| Travel & lodging | 30-35% | _____ |
| Food & beverage | 10-15% | _____ |
| External speakers/trainers | 5-10% | _____ |
| Content production (materials, battlecards, videos) | 5-10% | _____ |
| Swag/recognition/awards | 3-5% | _____ |
| Contingency | 5% | _____ |
| **Total** | 100% | _____ |

---

## 6. Pre-Work Assignment Template

Send to every rep at T-30 days. Reps who arrive cold absorb less and role-play worse.

- [ ] Watch/read: [2-3 short assets max: a product update video, a competitive brief]
- [ ] Complete: 1 self-assessment on the skill being trained (baseline for comparing post-SKO)
- [ ] Bring: 1 real, current deal to work during skill-building breakouts
- [ ] Prepare: 1 question for the leadership Q&A, submitted in advance

---

## 7. Post-SKO Behavior Tracking Plan (the part everyone skips)

| Checkpoint | What to measure | How |
|---|---|---|
| T+7 days | Manager 1:1 commitment check: did each rep apply one thing this week | Manager notes, logged |
| T+30 days | Usage of the trained skill/behavior in live calls | Conversation intelligence tag/search, or manager call reviews |
| T+60 days | Movement on the metric defined in Section 1 | Same metric, same measurement method as baseline |
| T+90 days | Net effect on the KPI SKO was meant to move (win rate, ramp speed, average deal size) | Compare cohort pre/post vs. a control period |

If you can't show movement by T+90, the SKO was an event, not an investment: use that as the diagnostic for next year's redesign, not just next year's venue choice.