Value-To-Seller: CRM Should Guide High-Probability Work

In this episode of the Revenue Builders Podcast, our hosts John Kaplan and John McMahon dive deep into the world of Sales Kickoff (SKO) events. They discuss the critical importance of aligning SKO content with sales rep needs, emphasizing that it should be more than just an event—it should be a holistic process aimed at motivating and educating the sales force. The conversation covers the significance of training, the role of tools and AI in sales, and the pivotal role of frontline managers in driving sales team performance. They also share practical advice on crafting effective compensation plans and highlight the essential skills and knowledge that sales reps need for success. The episode is a must-listen for B2B sales leaders who are preparing for the upcoming SKO season and looking to drive impactful results.

ADDITIONAL RESOURCES

Explore Force Management’s Free SKO Planning Resources: https://hubs.li/Q03K94cs0

Read the Guide on Six Critical Priorities for Revenue Leadership in 2026: https://hubs.li/Q03JN74V0

See Force Management’s SKO Results: https://hubs.li/Q03RQM-V0

Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0

HERE ARE SOME KEY SECTIONS TO CHECK OUT

[00:01:15] Kickoff: SKO Season Insights
[00:01:45] The Importance of SKO Planning
[00:02:29] Effective SKO Content and Structure
[00:08:28] Leveraging AI and Tools in Sales
[00:18:58] Challenges in Sales Processes and Tools
[00:28:13] Training and Development for Sales Success
[00:37:11] The Brady Rule and Skill Development
[00:37:52] Role Playing and Live Interactions
[00:39:17] The Importance of Leading by Example
[00:45:09] Essential Sales Skills
[01:00:53] The Role of Frontline Sales Managers
[01:06:16] The Importance of Comp Plans

HIGHLIGHT QUOTES

[00:02:29] "It's a process, not an event. As a CRO, use the SKO to motivate, align on goals, and focus on training—not just boring org charts."
[00:04:37] "If you don't sit in the seat of the participant, you are going to bore people to tears."
[00:11:18] "Don't tell me about another tool unless it's really going to help me sell."
[00:47:21] "You have to figure out who is sitting in that audience, resonate with them, and know what outcome you want when the meeting is over."
[01:20:21] "Listening is number one. Most people are awful listeners, and most salespeople can't wait to talk."
[01:53:06] "The job of the frontline sales manager is so critical, and they're the last people to get trained."
[01:59:45] "I cannot fathom going into an SKO at the beginning of the year and not having comp plans done."

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