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Incentives shape behavior faster than policy Comp plans are strategic levers. If incentives reward volume without quality, teams optimize the wrong outcomes.
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Core design principles Keep plans simple, transparent, and role-specific. Align payout triggers to meaningful milestones such as qualified pipeline and collected revenue.
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Avoid unintended consequences Watch for discount-heavy selling, poor-fit deals, and pipeline stuffing near quarter-end. Add quality safeguards where needed.
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Role-based calibration SDR plans should reward accepted opportunities and conversion quality. AE plans should balance bookings with retention-aware measures.
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