And… Why Your Event Team Deserves One

Every January, Sales Kickoffs (SKOs) take the spotlight. Goals are announced, quotas revealed, and energy levels soar. It’s the launchpad that sets Sales up for success.

But what about the people who bring your brand to life in the real world? The team that designs, produces, and delivers the experiences where strategy meets your audience?

That’s where the EKO (Events Kickoff) comes in.

Defining EKO

An EKO (Events Kickoff) is the annual rally point for your event professionals. Think of it as the SKO’s creative sibling: same energy, but tailored to the unique role events play in driving brand impact and revenue growth.

Instead of sales quotas and pipeline, the EKO zooms in on:

Business priorities that shape the year’s event strategy
Audience insights to guide messaging and experience design
Creative innovation that keeps your events ahead of the curve
Recognition for the event team’s hard work and achievements

Why EKO Belongs on Your Calendar

Events are no longer “support.” They are a strategic engine that drives awareness, connection, and revenue. Yet too often, event teams jump straight into production mode without the clarity and momentum an SKO provides for Sales.

An EKO changes that.

Here’s what it delivers:

Laser-Sharp Alignment

Everyone knows the business goals, the target audiences, and the revenue priorities, no guessing, no siloed execution.

Cross-Functional Firepower

When Events, Marketing, Product, and Sales align from the start, every touchpoint feels connected and intentional.

Innovation on Tap

The EKO is a chance to step back, review what worked last year, and workshop new creative ideas before the deadlines hit.

Hard-Earned Recognition

Event pros often work behind the scenes, but their impact is massive. An EKO puts them in the spotlight, celebrates wins, and sets the tone for the year.

The Bigger Picture

Sales gets its kickoff. Marketing has its planning cycles. Leadership runs its retreats. But too often, events, the experiences that bring all of those strategies to life, are left out of the kickoff tradition.

By creating an EKO, you send a clear message: events are not a side act. They are central to growth, culture, and customer connection.

How to Start Your EKO

Pick the Right Time: Align it with fiscal planning, ideally just after the company-wide strategy is locked.
Make It Collaborative: Include leaders from Marketing, Product, and Sales so event planning connects to broader priorities.
Celebrate the Team: Spotlight last year’s achievements and highlight the individuals who made it possible.
Launch with Energy: Treat it like the event it is; engaging, inspiring, and creative.

EKO = Growth the Entire Way

An EKO is more than a meeting; it’s a movement. It transforms how companies see their event professionals and empowers them to drive strategy with clarity and creativity.

If SKOs launch your sellers, EKOs launch the people who make your brand unforgettable.

Make EKO part of your annual playbook, and watch your entire revenue machine accelerate.

What Is an EKO