Incentivate Talks With Christopher Goff

Welcome to our podcast blog, where we plan to engage with sales compensation management experts, sharing their valuable insights on trends, problems, and their practical solutions. The main goal of these discussions is to help people who manage sales incentive programs to analyze & enhance their existing incentive management processes.

In the fast-paced world of sales, the question often arises: Why do we compensate sales teams the way we do? Is it an essential part of business strategy, or is it a trend everyone follows? Our guest speaker, Christopher Goff, outlines these intricacies in sales compensation, exploring its motivations, challenges, and critical role in shaping organizational success.

Competitive Reality: Following the Trend

One primary reason for adopting sales compensation structures lies in the competitive reality of the job market. With expectations set by industry standards, organizations are compelled to design compensation plans that attract top talent. Like any other, the labor market follows trends, and sales compensation is a key factor in attracting and retaining skilled individuals.

Motivation and Behavioral Change

Sales compensation is rooted in the belief that people respond to incentives. Drawing parallels from marketing research and economic studies, organizations design compensation plans to motivate their teams. Incentives, whether intrinsic through recognition or extrinsic through financial rewards, drive action by offering tangible benefits for achieving goals and desired outcomes. It encourages positive habits and discourages negative behaviors by incentivizing the right actions.

Management Tool: Aligning Goals and Values

Sales compensation serves as a potent management tool, aligning organizational goals and values. It reinforces clarity of objectives and provides a feedback mechanism on valued actions. By linking incentives directly to overarching objectives, organizations can shape behaviors that advance the overall mission and strategy. This enhances performance and fosters a positive culture crucial for long-term success.

As Christopher Goff stated on challenges faced on trustworthiness -
"Trust grows when you identify plans, follow through over time, and consistently make reliable decisions. Consistency is crucial."

Challenges Faced by Leaders

Implementing effective sales compensation plans comes with its own set of challenges. Leaders grapple with challenges of adaptation, employee development, cooperation, trustworthiness, and cost-effectiveness. These hurdles, ranging from goal setting to building trust in the plan, require strategic solutions for successful adoption.


In closing, sales compensation is not merely a matter of convention; it's a strategic imperative in the competitive landscape. By understanding the motivations, addressing challenges, and aligning goals, organizations can leverage sales compensation to drive individual behaviors and positive outcomes across the organization's top and bottom lines.

About Author


In house marketing team of Incentivate Solutions