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Log On and Kick Off
How Companies are Experimenting with Virtual Sales Kickoffs
by Mary Gospe

Introduction
Recently I wrote an article entitled "Virtual Events – Green and Growing," which highlighted how companies are taking advantage of online conferences and tradeshows to efficiently create awareness and generate leads from a global audience.

Given the current economic situation, companies are looking for ways to grow revenue while reducing expenses. Many are also embracing sustainability practices to lessen their impact on the environment. Virtual events provide both: a cost-effective and an environmentally-friendly way to engage with prospects, customers, partners, employees and colleagues.

The use of virtual events has extended to other applications beyond the traditional corporate trade show. Virtual event provider Platform Q focuses on three applications: 1) Environment (The Virtual Energy Forum), 2) Healthcare (including CardioCare Live) and 3) Education (CollegeWeek Live – the largest virtual college fair). Webcast provider ON24 recently announced its ON24 Virtual Show solution and has customers experimenting with yet another application -- virtual sales kickoffs.

Virtual Sales Kickoffs
Companies traditionally begin their fiscal year by gathering together their entire sales organization and key marketing and executive leaders. These events are important for ensuring that the sales organization is 1) aligned with corporate goals, 2) up-to-speed on current competitive positioning and messaging, 3) trained on new product or service offerings, and 4) updated on sales methodologies and operational processes.

Although important, these events are time consuming and costly. Virtual sales kickoffs can provide many of the same benefits of in-person events, such as:

  • Keynote addresses by motivational speakers, the CEO and executive leaders via live, streaming video
  • Training sessions with live Q&A, polling questions and online tests
  • Breakout sessions for inside, direct and channel sales
  • Separate tracks to address global audiences (different languages, pricing packages, sales models, etc.)

In addition, virtual sales kickoffs also provide:

  • Lower cost: No expenses incurred for travel, hotels, food, and entertainment
  • Increased productivity: Sales reps remain in the field and can stay on top of managing their pipeline
  • Reusable content: All content is in electronic format. Sales reps can replay archived presentations at any time for a refresher; and content can be incorporated in new hire ramp programs
  • Environmentally friendly: Part of a corporate sustainability strategy

Jury's Still Out
Sales kickoffs also provide a time for the sales organization to build bonds with each other and with corporate employees. Cocktail hours, dinners and fun offsites are important team-building activities that can't be replaced by an online venue. As such, virtual events won't completely replace the face-to-face meetings. Many companies will likely embrace a strategy that encompasses both -- alternating online and in-person kickoffs.

If your organization has held a virtual sales kickoff or is considering hosting one, I'd like to hear about it. In a future article, I will report on a Silicon Valley software company that will be hosting a virtual sales kickoff later this year.

About the Author
Mary Gospe is principal and co-founder of KickStart Alliance. She helps B2B tech and clean tech companies build robust sales pipelines through integrated marketing campaigns, sales development programs and inside sales operations. Mary Gospe can be reached at 650.941.8970.

September 2008