The brief: It’s that time of year! Another annual sales meeting needs a theme, visual identity and a ton of work to promote, produce and stage. The video on display here has been heavily edited – eliminating most of the company personnel from the piece – it’s only fair, nobody is that excited, ever about another sales meeting, and certainly not on camera!

No wonder marketing teams groan under the strain – these meetings are a ton of work. 500 to 5000 attendees in a new (and always logistically challenging!) location every year, huge expectations for culture building (maybe there’s been M&A recently, or a big win/loss) and the sales engine needs revving. I look at the last 90 seconds of the video and see dozens of projects produced throughout the year that instill the org with a sense of purpose and accomplishment.

Marketing teams should try to embrace these events. They are an extraordinary once-a-year opportunity to survey the company from top to bottom, looking for the hidden success stories. I look at the annual sales meeting as a chance to showcase the great work of teams – from every department. What salesperson isn’t pumped up by an entire company demonstrating their resolve to make the sales process successful?