The Future Of Sales Compensation Is Buyer Led

March 5th, 2024

With contributors:

Cristina De Martini , Justin Ferguson , Christian Jibilian , Michael Belden

Summary

Sales compensation programs are one of the biggest investments a company can make to grow revenue. While the foundational goal of these programs remains unchanged, how sellers engage with buyers has evolved as buyers gravitate to digital channels for research and purchasing. This buyer behavior places sellers into an even more important role in educating buyers on the value of their company’s solutions. Yet most sales compensation plans are still designed to motivate a legacy sales process that no longer exists. In this report, we review the current selling environment and provide recommendations on how to adjust compensation programs to align with the new buying environment.

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