Sales Kickoff (SKO) Case Study

Software AG + AMP Event Group | Sales Kickoff Case Study

Software AG + AMP Event Group

AMP Event Group partnered with Software AG to produce two high-impact sales kick off events in Miami and San Francisco. Facing time constraints and cost pressure, the client was originally planning an offsite evening activation. Instead, AMP repurposed underutilized onsite space, transforming it into an immersive experience that enhanced the sales kickoff agenda and eliminated the need for offsite transportation.

Strategic Contract Negotiation Saved $82,000

Mid-planning, a sudden internal reorganization led Software AG to pull an entire team from the SKO — triggering potential hotel attrition charges. AMP quickly leveraged its long-standing relationship with the hotel brand to renegotiate room block terms and save the client $82,000 in penalties. Our hospitality network and contract fluency allowed us to protect the budget without compromising the event.

Simplifying Tracks to Boost Engagement

AMP brought a “less is more” mindset to session planning. Rather than overload the schedule, we helped streamline the number of sessions and sharpen the content focus to better align with sales enablement and sales training goals.

This approach gave participants more space to absorb messaging, engage in meaningful breakout discussions, and walk away energized — not exhausted.

Operational Calm During a Time of Change

When leadership changes and shifting priorities threatened momentum, AMP remained the stable core team managing all logistics, communication, and venue coordination. Our hands-on leadership allowed internal stakeholders to stay focused on their messaging and outcomes — while we ensured flawless execution on site.

Plan a Smarter SKO with AMP

Frequently Asked Questions:

What is a Sales Kickoff (SKO)?

A sales kick off (SKO) is an annual internal event designed to align sales teams around company strategy, goals, and messaging for the upcoming year. It's often used to launch new initiatives, share enablement tools, and build momentum through keynotes, breakouts, and team-building experiences.

What makes a great sales kickoff agenda??

A high-impact sales kickoff agenda should blend strategy, motivation, and action. Start with executive alignment, layer in sales enablement content, and close with clear takeaways. Best-in-class SKOs balance energy and structure, allowing time for both learning and interaction.

Pro Tip: Include time for rep reflection and regional breakout sessions — it drives retention and ownership.

What are some fresh sales kickoff meeting ideas?

If you're looking for sales kickoff meeting ideas, try these proven formats:
‍Role-specific tracks (AE, SDR, CSM, etc.)
‍Customer panel interviews
Live product demo challenges
Gamified objection handling workshops “State of the Deal Desk” teardown sessions
‍These ideas keep content engaging and relevant — not just motivational fluff.

How do I build sales kickoff ideas that actually stick?

Start with your sales enablement team. Align your SKO to current challenges: onboarding, pipeline velocity, messaging, or competitive positioning. Then craft sales kickoff ideas that reinforce those enablement goals through scenario-based learning, skill workshops, or rep-driven sessions.

Don’t just take our word for it

Hear from some of our amazing customers

“Working with AMP Events was heaven-sent. They consulted us every step of the way to assist us from design to alternative cost saving options for AV requirements to stay within budget.”

Kelly Williams

Head of Design, Layers

“It was truly a pleasure working with the AMP Events team on the 2016 ENRS Annual Conference in Pittsburgh, Pennsylvania. The team’s professionalism and ability to problem solve made our experience worry free. We look forward to working with them again.”

Eastern Nursing Research Society

Executive Director

“The President’s Reception is a meaningful event and AMP Events has helped us produce an incredible occasion to give thanks. Their professionalism while drafting up a quote through set up and tear down of the equipment is unparalleled. Thank you for helping us say thank you to our community.”

Gift of Life Family House