While watching one vendor sales kickoff following another over the past few months, I’ve been thinking that we’ve never seen such an intense kickoff season. And I wondered just what is going on -- especially in an industry already packed with events. Clearly, these vendor sales kickoffs have morphed into something far from what they were intended years ago, which was a gathering to launch new products, initiatives, programs and sales goals for the coming year. It was a chance for a vendor to share all that with its closest partners and its sales force—and motivate them all to achieve the goal.

But with all of these overlapping events, are the vendors’ messages getting through? Can their kickoff partners—technology advisors and MSPs alike—fully understanding the coming year’s goals with such a glut of messages coming at them? Every vendor CEO should question the value of these gatherings as the relationship between vendors and their channel partners becomes strained under the overwhelming number of sales kickoffs.

Thanks to some good reporting from James Anderson at Channel Dive, I see that the bubble may be about to burst on these SKOs, as they are lovingly referred to in the industry. Channel Dive reported that partners are frustrated at being stretched thin by the constant demand to attend these events, which often feel redundant and disconnected from their day-to-day priorities. Vendor SKOs, meant to energize sales teams and align strategies, are turning into an endless cycle of meetings and presentations that pull partners away from their core business. The "always-on" nature of the vendor-partner relationship is becoming unsustainable, and partners are calling for a smarter approach.

Here is a thought: Instead of hosting multiple standalone SKOs, vendors should consider leveraging major industry events such as the Channel Partners Conference & Expo as their kickoff platform. Sure, I know it is a shameless plug for my event but I will be fair and recommend other independent partner gatherings for these SKOs besides Channel Partners. These events already bring together key players, provide networking opportunities, and offer a stage for unveiling new strategies. I won’t hype our agenda, but at our event we have several CEOs and channel chiefs making their debuts in their new roles. They are coming to discuss their partner strategies with a roomful of partners. By consolidating efforts, vendors can reduce the burden on partners while still achieving their goals.

Simplifying SKOs and integrating them into larger events would not only save time and resources but also demonstrate a vendor's commitment to respecting their partners' time. It’s a win-win: vendors get the visibility and engagement they need, and partners can focus on what they do best—drive business. Jay McBain’s Omdia channel research team tracks nearly 400 events where partners gather—it’s hard to imagine the industry sustaining all of those.

Let’s rethink the way we approach sales kickoffs. Partners deserve a break from the constant grind, and vendors have an opportunity to innovate and strengthen their relationships. The time for change is now.