You’re flying 200 people to Barcelona this January. The all-in cost? £500,000.
That’s 0.4% of your £150M ARR, about 6% of your annual marketing budget. And if you’re PE-backed, that’s 30+ basis points of EBITDA. Real money. Real board attention.
Here’s what happens when you get it wrong:
- Reps leave energised but can’t articulate your value in buyer terms
- CS teams return with no new expansion motion
- Pipeline stays flat
- And three months later, your CRO is back in the boardroom explaining why nothing moved
You wasted half a million pounds, and worse yet...
You burned credibility.
The problem isn’t the event. It’s what doesn’t happen after.
Most SKOs are designed as experiences, not activations. Great speakers. Good vibes. Inspiring content. Team bonding. Everyone feels fired up walking out.
Then they revert to the same conversations they had before.
We wrote about this in Your SKO 2026 will Fail, Here's Why
If your SKO doesn’t activate behaviour that drives measurable progress, you’re wasting time, burning margin and losing trust.
The litmus test for SKO2026 is simple. On leaving SKO 2026:
✅ Can customer-facing teams clearly position your offer and explain your differentiation in terms that buyers understand?
✅ Can they lead discovery that serves both buyer and seller, instead of pitching?
✅ Can Customer Success identify and act on expansion triggers?
If not, you lost a golden opportunity to reignite growth
Your SKO2026 event budget line is a bet on whether your go-to-market changes — or remains stuck.
The good news? You can design for the outcome you need.
Reply with SKO2026 with your guide to SKO2026 that delivers growth.