Compensation doesn’t just tell your team what’s possible; it defines the path with the highest payout.  A well-designed plan acts like a compass, guiding your reps toward the company priorities that drive business growth. If your plan rewards all deals equally, regardless of their impact on strategic goals or company culture, you can expect collaboration, expansion, and customer success to be overlooked. If your plan emphasizes short-term wins over account growth, you might be leaving millions of dollars on the table. 

Incentives create focus. The question is: are you focusing your team on what you actually want them to do? 

Your business strategy tells you what’s important and why.  Your KPIs help align activity with priorities, then measure progress. Your comp plan should be designed to incentivize your sales team to focus on what’s most important. When KPI, priorities and compensation plans aren’t aligned, your team is unlikely to stay on track. Since the average tenure of a sales rep is 2 years, sellers will typically do what benefits them most in the short run.  KPIs, therefore, don’t drive sales behavior, but compensation does. 

If, for example, deal size is a strategic priority, you might set your KPIs to measure cross-selling effectiveness. That’s a great start, but if your comp plan doesn’t compensate accordingly, your reps won’t prioritize it.  Many companies are frustrated that their sellers aren’t team players. They don’t collaborate with marketing or other team members despite it being clear in the KPIs. If your comp plan doesn't reward collaboration, sellers will focus on finding and closing deals because that’s what pays their rent. When strategy and compensation are connected, you create consistency. KPIs help the leadership team measure success, and your comp plan rewards sellers for hitting their KPIs.  

When developing your business strategy or focus for the year, you may decide to prioritize new products, new industries, or the most profitable products.  If your sales team is compensated equally for all sales, they will focus on the easiest and quickest sales to close.  That may not align with your strategic goals. Your sellers may still hit their goals, and your company may grow, but it won’t be the strategic growth you defined. 

While closing is critical to survival, closing the right deals in the right way will help you hit your long-term goals.  Your sales team will only focus on the right deals if you incent them to.  Offer a higher commission for more profitable products or sales to new industries. 

Salespeople often earn a bad reputation because they are doggedly focused on sales.  They tend to steamroll over the rest of the team, demanding everyone stop what they are doing to help them close a deal. They do this because the more deals they close, the more they are paid. The faster they are closed, the sooner they get paid. You can’t blame them for doing what you pay them to do. 

If happy employees are part of your company culture, then you need to build a process and compensation plan that rewards teamwork.  Being customer-focused is expected, but if that means running the rest of your team ragged, you may need to reward your sales team when they are more prepared and organized, sparing the rest of the team from staying late to finish every proposal. 

The most effective comp plans are designed to reinforce the culture you want to build. Plans that reward collaboration across departments and focus on building long-term relationships, both internally and externally, tend to encourage better sales behavior. Better teamwork tends to result in more effective teams and better employee retention.

Throwing more money at sales problems isn’t always the best way to solve them.  A better-designed compensation plan might be. Plans that are clear, fair, and aligned with KPIs driven by strategy and culture can be very effective. Create a plan that rewards the behaviors that achieve revenue and strategic goals.. 

Your compensation strategy can either drive alignment and motivation or undermine them. The choice is yours.  

AI excels in list building. Sales programs like Apollo use AI to enhance their lists and improve sales outcomes. There are also companies that look for intent to help you build lists. 6sense is amazing, but there are now smaller companies like Salesbot and ZoomInfo. 

AI Research Tools 

Clients and prospects expect you to understand their needs. Showing up without doing your homework isn’t acceptable anymore, especially when you have so much information at your fingertips. Utilize AI to research your client and their industry. You can use Gemini or ChatGPT, or other programs like Crystal, which provide immediate assessments based on role and content, helping you understand how to communicate effectively with them. 

Client Interaction and Chatbots 

AI can also help you share information with your clients. Chatbots used to just provide structured answers to expected questions. Now, with sufficient data, your chatbots can assist clients and prospects in finding the information they need. Many companies aren’t leveraging this effectively. 

CRM with AI Features 

Some CRMs, such as Salesforce, HubSpot, and Membrain, are integrating AI capabilities directly into their tools. This can remind you to plan your next action before you save your notes. It can identify red flags (vulnerabilities) that could cost you a deal. It can give suggestions for next actions or conversation starters. It can also help you figure out who else to talk to and provide information about that person. Your CRM might even help you draft your email. 

If your CRM isn’t helping you with all those things, you can work outside the CRM in large language models like ChatGPT to do that research and get help writing. I often use ASK SSL, a program created by my colleague Brynne Tillman to assist salespeople. 

Analyzing Sales Conversations 

There are also programs like Gong and Chorus.ai that gather data from phone calls and emails to determine what language or actions are derailing the sales process and which are helping to move the sale forward. This is great for larger companies with tons of data, but there are other tools for companies that don’t have that data like Leadfeeder. 

Integrating Data for Insights 

One of the most frustrating areas for many companies is gathering information from multiple sources to understand what works and what doesn’t. Tools like Power BI can take information from your accounting software, ERP, CRM, and other platforms to create reports that are more accurate and up to date. 

As leaders in your industry, it’s crucial to stay ahead of the curve. Consider exploring how AI can enhance your sales processes. Whether it’s improving list building, streamlining client research, or analyzing conversation data, the right tools can make a significant impact on your business. Don’t miss out on the opportunities that AI offers. Take the first step, evaluate your current sales processes and explore AI solutions that can drive your success.