Before the internal kickoff takes place, a kickoff document must be created using the standardized templates (Content or Demand Gen).
The kickoff document is built using these templates Content & Demand Gen in the following stages:
Step 1: Dry Details
Owner: Raisa
Raisa is responsible for filling in all factual, system-based details, including:
Dashboard access information
Customer logos
Relevant links (PeerSpot pages, dashboards, assets)
Contracted programs (high level)
Any other Salesforce-based or static account information
Step 2: Delivery Input
Owner: Delivery Team
Delivery adds all known delivery context, including:
Summary of the most recent campaign(s), if applicable
Existing integrations
New or updated integrations required
Dates, timelines, and pacing
Job title lists
Target account lists
Any delivery-related constraints or dependencies
Delivery should also clearly list open questions to be addressed during the kickoff call.
Step 3: Customer Success Finalization
Owner: Customer Success
Customer Success reviews the full document and:
Connects all sections into a clear narrative
Adds best practices and recommendations
Suggests relevant training sessions
Proposes cadence (e.g., bi-weekly syncs)
Ensures the document aligns with customer goals and expectations
Once finalized, the document is used for internal alignment and then for the customer kickoff call.
The internal kickoff process ensures clear alignment across Customer Success, Sales, and Delivery before engaging the customer. This helps us share context, confirm ownership, surface open questions, and run more focused, effective customer kickoff calls.
Once a Customer Win comes in, the CSM is responsible for scheduling an internal kickoff meeting between:
Customer Success (CSM)
Account Executive (AE)
Delivery
Purpose:
Review the kickoff document together
Align on goals, scope, and messaging
Review open questions and ownership
Confirm next steps ahead of the customer kickoff
This meeting ensures everyone is aligned before speaking with the customer.
The CSM is responsible for:
Reaching out to the customer to schedule the kickoff call (see sample email below)
Using the finalized kickoff document as the agenda and source of truth during the call
The goal of the customer kickoff is to align on objectives, confirm execution details, and set the foundation for a successful engagement.
Before the meeting, ensure that SF matches the kickoff doc.
Ensure you have the “Elevator Pitch” of PS ready with the customer specific products (for example, show how people land on our site when comparing the customer and their competitor via a Google search)
I would also take this opportunity to connect with the POCs via LinkedIn
During every kickoff call
Intros
Make sure to understand each person’s role, what they are responsible for.
If you can, see what their personal goals and KPIs are. We want to make our POCs look like rockstars and show ROI to ensure renewals.
Always make sure to set up a biweekly at the end of a kickoff call.
Pro tip - make the meeting in the customer’s time zone