How to Plan Sales Kickoff Content That Gets Results
Measurement matters. And it’s no secret that businesses struggle to figure out how to exactly measure the impact of their sales kickoff. The ultimate...
Why is an investment being made in this effort and what does it need to achieve? Without a genuine investigation of that question, without a focus on purpose, there is no reason to proceed. Actually, there’s no substantive basis upon which to proceed. And yet, it happens all the time at agencies of all stripes… the blindly nailing down of the “what” without understanding, really understanding, the “why.”
I’m guilty. I have jumped on the let’s-win-this-one! bandwagon without stopping to see if the route we’re travelling is actually getting our client to the right destination. And if we didn’t win, we chalked it up to a bad pitch, the lack of a relationship, too little time. All the while missing the forest for the trees.
The agency that understands the vital importance of getting to purpose will win the work. Will win the day. Will become the long-term client partner because they consistently help the client win.
I’m not talking about checking-off-the-purpose-box. Accepting at face value the explanation given in the brief. No, I am talking about being aggressively forensic in uncovering the true aspiration underneath the ask. Being doggedly determined in uncovering the “why.” And not accepting things at face value. Asking the hard questions to really understand the “why” behind the “why.” Because that’s where the North Star resides. And when you’ve uncovered the North Star, you answer the what, when and how in a completely different way.
It requires people with a curious mindset and a high level of confidence. It requires persistence and an innovative approach to building effective solutions. It requires a commitment to measuring outcomes. It requires all of these things. The agency that embraces and masters that mission can truly put a client’s purpose into practice.