Meeting in person provides the opportunity for stakeholders to share the company’s vision and encourages collaboration with meeting attendees through thought-provoking sessions. But with tightening budgets and increased inflation of costs and services, companies struggle with not only putting on a successful annual meeting or sales kick-off event with insightful content but also how to pay for such an experience.
The most crucial element to consider is the audience. A successful event is only as good as the people in the room who are absorbing the information, and in turn, providing thoughtful conversations that lead to action. By identifying and tailoring the approach to different target audiences, a company can foster engagement, enhance participation and achieve the goals of the meeting.
Let’s explore the key segments of attendees and some tips for creating an experience based on their needs, interests and expectations.
First things first, in fast-paced businesses it can be tempting to “rinse and repeat without pondering the how, when, where or who. Each year, the goals of the meeting must be defined to identify who needs to be invited. Some questions to help identify the audience could be: What outcomes can be achieved by holding this in-person meeting? What new business opportunities might arise? Will we be able to launch new product lines, add new customers or expanding sales in existing accounts? All these play into who should be on the invitation list and who will gain the most out of the information being provided.
With costs rising and budgets tightening, Northstar Meetings Group research says that planners expect a rise in small- to medium-size gatherings and events in the coming year. A smaller, more specialized meeting also allows companies to segment the message to reach the proper ears. This forces a company to rethink which departments, geographies and teams get the invitation and which may experience content through other outlets. For example, software training could be done online through a virtual learning experience. It does not require collaboration between departments nor does it require deeper conversations about targeted sales approaches or marketing initiatives, two topics that tend to fair better when done in-person in a think-tank-style setting.
Companies that have a fully remote workforce or offer the option to work from home, may see that meeting face-to-face is critical for workforce growth and retention of top talent. However, flying in the entire team for an all-hands meeting can be costly and force companies to pack too much information into too few days. Instead, consider hosting regionalized meetings where the executive leadership team travels to populated workforce areas. This provides more intimate gatherings and allows for more face-time for employees to collaborate with management through round table discussions.
A sales team is critical for the growth of any company and the decision to bring them together each year to review past success and outline future growth is paramount. Deciding to bring regional employees together with executive leadership says, “You are important,” and “We care about your needs and are committed to your success.” If you host only one meeting each year, a sales kick-off provides the most benefits.
Top 10 Benefits Of Hosting A Sales Kick-off Or Annual Meeting
- Focusing on the goals for the year
- Gaining buy-in and ensuring that everyone is on the same train, heading in the same direction
- Offering fresh perspectives on existing or new products/services
- Customer think tanks/Client roundtables provide real-time feedback
- Sharing best practices across departments
- Recognizing exceptional team members at every level of the organization
- Developing new skills
- Building a sense of unity among the sales team & other key players
- Being face-to-face bonds in an age of chats, video calls, and virtual meetings
- Renewing and reenergizing all organizational players
In conclusion, ensuring the right attendees are present at corporate meetings is crucial for fostering effective communication, driving meaningful discussions and ultimately achieving desired outcomes. By carefully considering who needs to be in the room — whether for their expertise, decision-making authority or stakeholder perspective — organizations can enhance collaboration and innovation.
As we move toward a more hybrid and dynamic work environment, it’s essential to adapt our approach to meeting participation. Leveraging technology to facilitate remote attendance, thoughtfully curating agendas and prioritizing inclusivity can all contribute to more productive meetings. Remember, the goal is not just to fill seats but to create an environment where every voice matters and every contribution counts. By doing so we can transform our meetings from routine obligations into powerful catalysts for success.
About Michelle Crosby
Michelle Crosby, CMP, CITP is a seasoned hospitality professional with over 25 years of experience. As an accomplished account executive at Brightspot Incentives and Events, an esteemed agency catering to Fortune 1000 and mid-market clients, Michelle specializes in orchestrating sales incentives programs, crafting bespoke group incentive travel, and seamlessly managing full-service meetings.
Michelle’s journey in hospitality has been rich and diverse. Prior to her tenure at Brightspot, she honed her skills across various roles, from sales and services positions at three prominent hotel chains to orchestrating special events for a well-known NFL Stadium. She also held management-level positions at several national destination management companies, each contributing to her wealth of expertise.
Driven by her own experiences, Michelle is passionate about paying it forward. Recognizing the value of mentorship, she dedicates her time to guiding young individuals and Millennials aspiring to break into the dynamic world of hospitality.
When she’s not immersed in the world of incentives, Michelle finds joy in the company of her husband of 23 years and her beloved cocker spaniel, Hershey, at their home just outside Dallas, Texas.
