Think of it this way.... You get to put focus with your evaluation on specific areas you care about. Sure they ask you general questions, but most of the time they are very open ended and you can really take them anywhere you want.
You can, yes, but most of us aren't good at sales, and all that's really all these things are. Selling them on what you've done over the past year.
Self marketing is extremely important. If you cannot master it, you will never get paid what you are worth. It's like job hunting, the minor details can mean the difference between $70k and $130k salary.
I personally like to pick what the evaluation will be about, and move things in the direction I want. For example, you can show that you've mastered your current role by showing vast improvement in specific areas over the past year where you have implemented automation of some sort.