Vision Report

The Future Of Sales Compensation Is Buyer Led

March 5th, 2024
With contributors:
Cristina De Martini , Justin Ferguson , Christian Jibilian , Michael Belden


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.