It's Sales Kick-Off (SKO) Season: Is Your Marketing Team Ready?
As the new year begins, organizations everywhere are gearing up for Sales Kick-Off (SKO) season. While SKO is often seen as a time for sales teams to align on strategies, goals, and territories for the year ahead, it’s equally critical for marketing teams to be in the mix. If your marketing and sales teams aren’t collaborating from the start, you could be missing out on significant opportunities to drive revenue and elevate your go-to-market efforts.
Why Marketing Needs to Be Part of SKO
A successful SKO isn’t just about empowering sales—it’s about creating synergy between sales and marketing. Here are some key questions to consider:
Is your marketing team working with sales to decide on key accounts to target this year?
Is sales providing input on the content marketing will create for the year?
Are both teams aligned on incentives, responsibilities, and workflows?
If the answer to any of these questions is no, it’s time to rethink your approach.
The Power of Collaboration
At L&E Strategic Marketing, we emphasize seamless collaboration between sales and marketing. In our ABM eduction programs, we often share a slide with our clients that says:
Seamless collaboration between sales and marketing plays a vital role in driving business success. With enhanced alignment, sales and marketing become synchronized revenue engines optimizing the full buyer journey. This synergy ensures personalized engagement at every stage, minimizing inefficiencies and ensuring a cohesive experience across touchpoints.
But this principle isn’t limited to ABM programs. All B2B marketing programs can benefit from this kind of alignment. Here’s why:
The Benefits of Sales and Marketing Alignment
Shared Incentives
When sales and marketing share aligned goals and metrics, it eliminates silos and fosters a team-first mentality.
Streamlined Processes and Handoffs
Clean, efficient workflows ensure leads and opportunities move seamlessly from marketing to sales.
Improved Communication and Transparency
Regular check-ins and shared platforms for visibility ensure everyone stays on the same page.
Better Targeted Messaging
Sales’ insights help marketing create highly relevant campaigns that resonate with key accounts.
Relevant Assets for Both Teams
Content designed with input from both teams supports consistent messaging across touchpoints.
Clear Responsibilities from Day One
Everyone knows who is responsible for what, including email campaigns, phone outreach, and follow-ups.
Celebrating Joint Wins
Shared victories foster camaraderie and motivation to achieve even bigger milestones together.
Plan for Success Now to Reap Rewards Later
Getting your sales and marketing teams aligned early in the year isn’t just a nice-to-have—it’s a revenue-driving strategy. When both teams collaborate effectively, the results are undeniable: enhanced efficiency, more impactful campaigns, and a stronger bottom line.
So, as you dive into SKO season, ask yourself: Is your marketing team in the room? If not, they should be. This year, make it the year of alignment—because when sales and marketing work together, everyone wins.
