CASE STUDY
Smartsheet
Reimagining a Virtual Sales Kickoff to Feel Personal and Inspiring
Smartsheet is a powerful platform that helps small teams and complex enterprise programs plan, track, automate, and report on work. Used by nonprofit organizations, startups, and over 80% of the Fortune 500, Smartsheet supports everything from project management and process automation to strategic portfolio planning.
OVERVIEW
A major SKO, once in-person now virtual, in need of a creative angle
As an established and widely recognized brand, Smartsheet didn’t need help with awareness — they needed a partner who could bring precision and creativity to a key internal moment: their annual Sales Kickoff (SKO). They brought in Creative Blue to help elevate the narrative and execution around this event, ensuring that the message landed with clarity, energy, and strategic purpose.
OBJECTIVES
Create a virtual experience that felt engaging and effective.
We had worked with Smartsheet on their Sales Kickoff (SKO) previously, focused on executive keynotes for the CEO, CFO, CMO, and visual support for a couple breakout sessions. But this year was unique, Smartsheet was transitioning to a fully virtual format — a shift driven by circumstance but seen as an opportunity to reimagine the experience. They didn’t want another passive Zoom session. Instead, they wanted to recreate the energy, connection, and momentum that typically comes from being in the room together.
The goal was to create a virtual experience that felt engaging, human, and intentionally designed — not just informative, but energizing. That’s where Creative Blue came in. Together, we landed on a talk show-style format: one that blended strategic content with music, entertainment, and comedic relief, while also giving employees a candid, inside look at executive conversations and company direction.
Each segment was built to serve a purpose — and collectively, they added up to an SKO that felt cohesive, fresh, and genuinely impactful.
SERVICES
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To make Smartsheet’s virtual SKO truly engaging, Creative Blue partnered closely with internal teams, production leads, and external event vendors to shape a dynamic, fully produced experience. We landed on a talk show-style format — complete with music, entertainment, comedic elements, and behind-the-scenes executive conversations — designed to be as compelling and polished as a late-night broadcast.
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Filming took place on-site in Seattle over a three-day shoot. Leading up to it were months of prep: bi-weekly and weekly standups, breakout sessions, and collaborative workstreams that shaped everything from theme to tone to technical delivery. A large portion of the success hinged on messaging — not just what was said, but how it was framed, sequenced, and delivered. It needed to feel authentic, consistent, and motivating across every executive segment.
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Creative Blue facilitated strategy and content development for each “keynote” — building fully produced scripts and messaging frameworks that worked within a natural, conversational dialogue. We provided speaker prep, creative direction, and on-site coaching to make sure each segment felt seamless and human, never robotic or over-rehearsed.
And of course, we made room for fun. Drawing inspiration from classic talk show segments, we looked for every opportunity to inject energy and entertainment while still reinforcing the event’s strategic goals. Post-production was also a major focus — ensuring that footage came together with storytelling clarity and visual polish at every step.
RESULTS
Smartsheet saw meaningful engagement across both domestic and international teams, despite the new remote format
Feedback emphasized how thoughtfully the event was designed — from the segment structure to the executive dialogue — and how much more real and connected the leadership team felt in this setting.
The Smartsheet events and executive teams shared that each component of the show felt intentional, well crafted, and high-impact. The new format didn’t just land — it helped reset expectations for what virtual events could feel like when approached with purpose and creativity.
“This is one of the most important ways we align our sales teams to drive success…and it would not have been possible without this amazing army of humans! I am so grateful.”
Heather Mackenzie | Senior Events Manager
