Align Incentive Compensation and Multi-Channel Sales to Protect Growth

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href="https://www.isg-research.net/focus/digitalbusiness/sustainabilityandesg" class="minimal-mobile-menu-link"><span>Sustainability & ESG</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/digitalbusiness/workmanagement" class="minimal-mobile-menu-link"><span>Work Management</span></a></span> </li> </ul> </li> <li class="minimal-has-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/digitaltechnology" class="minimal-mobile-menu-link"><span>Digital Technology</span></a></span> <ul class="minimal-mobile-menu-submenu level-3"> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/digitaltechnology/businesscontinuity" class="minimal-mobile-menu-link"><span>Business Continuity</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/digitaltechnology/cloudcomputing" class="minimal-mobile-menu-link"><span>Cloud Computing</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/digitaltechnology/devops" class="minimal-mobile-menu-link"><span>DevOps and Platforms</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/digitaltechnology/digitalsecurity" class="minimal-mobile-menu-link"><span>Digital Security</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/digitaltechnology/intelligentautomation" class="minimal-mobile-menu-link"><span>Intelligent Automation</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/digitaltechnology/internetofthings" class="minimal-mobile-menu-link"><span>IoT and Edge Computing</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/digitaltechnology/itops" class="minimal-mobile-menu-link"><span>ITOps</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/digitaltechnology/it-service-management" class="minimal-mobile-menu-link"><span>IT Service Management</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/digitaltechnology/observability" class="minimal-mobile-menu-link"><span>Observability</span></a></span> </li> </ul> </li> <li class="minimal-has-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/humancapitalmanagement" class="minimal-mobile-menu-link"><span>Human Capital Management</span></a></span> <ul class="minimal-mobile-menu-submenu level-3"> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/humancapitalmanagement/employeeexperience" class="minimal-mobile-menu-link"><span>Employee Experience</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/humancapitalmanagement/learningmanagement" class="minimal-mobile-menu-link"><span>Learning Management</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/humancapitalmanagement/payrollmanagement" class="minimal-mobile-menu-link"><span>Payroll Management</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/humancapitalmanagement/talentmanagement" class="minimal-mobile-menu-link"><span>Talent Management</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/humancapitalmanagement/totalcompensationmanagement" class="minimal-mobile-menu-link"><span>Total Compensation Management</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/humancapitalmanagement/workforcemanagement" class="minimal-mobile-menu-link"><span>Workforce Management</span></a></span> </li> </ul> </li> <li class="minimal-has-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/marketing" class="minimal-mobile-menu-link"><span>Marketing</span></a></span> <ul class="minimal-mobile-menu-submenu level-3"> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/marketing/customerdataplatforms" class="minimal-mobile-menu-link"><span>Customer Data Platforms</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/marketing/digitalexperienceplatforms" class="minimal-mobile-menu-link"><span>Digital Experience Platform</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/marketing/digitalmarketing" class="minimal-mobile-menu-link"><span>Digital Marketing</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/marketing/intelligentmarketing" class="minimal-mobile-menu-link"><span>Intelligent Marketing</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/marketing/marketingperformancemanagement" class="minimal-mobile-menu-link"><span>Marketing Performance Management</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/marketing/productexperiencemanagement" class="minimal-mobile-menu-link"><span>Product Experience Management</span></a></span> </li> </ul> </li> <li class="minimal-has-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/officeoffinance" class="minimal-mobile-menu-link"><span>Office of Finance</span></a></span> <ul class="minimal-mobile-menu-submenu level-3"> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/officeoffinance/businessplanning" class="minimal-mobile-menu-link"><span>Business Planning</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/officeoffinance/digitalfinance" class="minimal-mobile-menu-link"><span>Digital Finance</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/officeoffinance/erpandcontinuousaccounting" class="minimal-mobile-menu-link"><span>ERP & Continuous Accounting</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/officeoffinance/consolidate-and-close-management" class="minimal-mobile-menu-link"><span>Consolidate & Close Management</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/officeoffinance/procure-to-pay" class="minimal-mobile-menu-link"><span>Procure-to-Pay</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/officeoffinance/order-to-cash" class="minimal-mobile-menu-link"><span>Order-to-Cash</span></a></span> </li> </ul> </li> <li class="minimal-has-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/officeofrevenue" class="minimal-mobile-menu-link"><span>Office of Revenue</span></a></span> <ul class="minimal-mobile-menu-submenu level-3"> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/officeofrevenue/digitalcommerce" class="minimal-mobile-menu-link"><span>Digital Commerce</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/officeofrevenue/partnermanagement" class="minimal-mobile-menu-link"><span>Partner Management</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/officeofrevenue/revenuemanagement" class="minimal-mobile-menu-link"><span>Revenue Management</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/officeofrevenue/revenueperformancemanagement" class="minimal-mobile-menu-link"><span>Revenue Performance Management</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/officeofrevenue/salesengagement" class="minimal-mobile-menu-link"><span>Sales Engagement</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/officeofrevenue/subscriptionmanagement" class="minimal-mobile-menu-link"><span>Subscription Management</span></a></span> </li> </ul> </li> <li class="minimal-has-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/operationsandsupplychain" class="minimal-mobile-menu-link"><span>Operations & Supply Chain</span></a></span> <ul class="minimal-mobile-menu-submenu level-3"> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/operationsandsupplychain/continuousplanning" class="minimal-mobile-menu-link"><span>Continuous Planning</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/operationsandsupplychain/continuousupplychainanderp" class="minimal-mobile-menu-link"><span>Continuous Supply Chain & ERP</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/operationsandsupplychain/productinformationmanagement" class="minimal-mobile-menu-link"><span>Product Information Management</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/operationsandsupplychain/propertytechnology" class="minimal-mobile-menu-link"><span>Property Technology</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/operationsandsupplychain/supplierrelationshipmanagement" class="minimal-mobile-menu-link"><span>Supplier Relationship Management</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/focus/operationsandsupplychain/sustainabilitymanagement" class="minimal-mobile-menu-link"><span>Sustainability Management</span></a></span> </li> </ul> </li> </ul> </li> <li class="minimal-has-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industries" class="minimal-mobile-menu-link"><span>Industries</span></a></span> <ul class="minimal-mobile-menu-submenu level-2"> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industry/automotive" class="minimal-mobile-menu-link"><span>Automotive</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industry/banking" class="minimal-mobile-menu-link"><span>Banking</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industry/consumer-products" class="minimal-mobile-menu-link"><span>Consumer Products</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industry/financial-services" class="minimal-mobile-menu-link"><span>Financial Services</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industry/food-beverage" class="minimal-mobile-menu-link"><span>Food & Beverage</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industry/healthcare" class="minimal-mobile-menu-link"><span>Healthcare</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industry/hospitality" class="minimal-mobile-menu-link"><span>Hospitality</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industry/insurance" class="minimal-mobile-menu-link"><span>Insurance</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industry/manufacturing" class="minimal-mobile-menu-link"><span>Manufacturing</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industry/media-entertainment" class="minimal-mobile-menu-link"><span>Media & Entertainment</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industry/real-estate" class="minimal-mobile-menu-link"><span>Real Estate</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/vertical-industry/retail" class="minimal-mobile-menu-link"><span>Retail</span></a></span> </li> </ul> </li> <li class="minimal-has-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/research" class="minimal-mobile-menu-link"><span>Research</span></a></span> <ul class="minimal-mobile-menu-submenu level-2"> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/research/market-agendas" class="minimal-mobile-menu-link"><span>Market Agendas</span></a></span> </li> <li class="minimal-has-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://blog.ventanaresearch.com/" class="minimal-mobile-menu-link"><span>Analyst Perspectives</span></a></span> <ul class="minimal-mobile-menu-submenu level-3"> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://davidmenninger.ventanaresearch.com/" class="minimal-mobile-menu-link"><span>David Menninger</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://jefforr.ventanaresearch.com/" class="minimal-mobile-menu-link"><span>Jeff Orr</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://keithdawson.isg-research.net" class="minimal-mobile-menu-link"><span>Keith Dawson</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://marksmith.ventanaresearch.com/" class="minimal-mobile-menu-link"><span>Mark Smith</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://mattaslett.isg-research.net" class="minimal-mobile-menu-link"><span>Matt Aslett</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://matthewbrown.isg-research.net" class="minimal-mobile-menu-link"><span>Matthew Brown</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://robertkugel.ventanaresearch.com/" class="minimal-mobile-menu-link"><span>Robert Kugel</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://stephenhurrell.ventanaresearch.com/" class="minimal-mobile-menu-link"><span>Stephen Hurrell</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/analyst-perspective-policy" class="minimal-mobile-menu-link"><span>Our Policy</span></a></span> </li> </ul> </li> <li class="minimal-has-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/research/buyers-guides" class="minimal-mobile-menu-link"><span>Buyers Guide</span></a></span> <ul class="minimal-mobile-menu-submenu level-3"> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.ventanaresearch.com/research/buyers-guides" class="minimal-mobile-menu-link"><span>Overview</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/buyers-guides/inclusion" class="minimal-mobile-menu-link"><span>Inclusion Policy</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/buyers_guides/vendor_participation" class="minimal-mobile-menu-link"><span>Participation</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/published-buyers-guide-research" class="minimal-mobile-menu-link"><span>Published</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.ventanaresearch.com/buyers-guide-search" class="minimal-mobile-menu-link"><span>Search</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/research/buyers-guides/services/enterprise-and-service-providers" class="minimal-mobile-menu-link"><span>Services - Enterprise</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/research/buyers-guides/services/enterprise-and-service-providers" class="minimal-mobile-menu-link"><span>Services - Service Providers</span></a></span> </li> <li class="minimal-no-mobile-submenu minimal-mobile-menu-item hs-skip-lang-url-rewrite"> <span><a href="https://www.isg-research.net/research/buyers-guides/services/software-providers" class="minimal-mobile-menu-link"><span>Services - 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background-position:50%; background-repeat:no-repeat; background-image:url(https://stephenhurrell.isg-research.net/hubfs/_images/_backgrounds_expertise/Expertise_OoR_185087754_1200px.jpg); "> <div class="row-fluid"> <div class="blog-header__inner dnd-row"> <div class="blog--post__image dnd-section"> <img class="analyst-header-photo" src="https://stephenhurrell.isg-research.net/hubfs/_images/_team/Hurrell.Stephen%20Pic.Circle.png" style="padding: 10px; "> <br> <h1 class="analyst-header-title">Stephen Hurrell's Analyst Perspectives</h1> </div> </div> </div> </div> <div class="body-container-wrapper post_page_2"> <div class="blog-single"> <div class="blog-content-wrapper"> <p><a href="https://stephenhurrell.isg-research.net"><< Back to Blog Index</a></p> <div class="blog-post"> <div class="blog-post-header"> <h2><span id="hs_cos_wrapper_name" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="text">Align Incentive Compensation and Multi-Channel Sales to Protect Growth</span></h2> <div class="blog-post__meta"> <div class="meta-content_v2">  <div class="content-meta"> <span class="author">Posted by <a href="https://stephenhurrell.isg-research.net/author/stephen-hurrell">Stephen Hurrell</a></span> <span class="blog-post__timestamp">Jan 23, 2024 3:00:00 AM</span> <span class="reading-minutes"> 3 minutes to read </span> </div> </div> <div class="narration_outer_parent"> <div class="narration_outer" id="narration-content" style="margin: 20px 0px;"> <div class="narration_inner">  <div id="hs_cos_wrapper_narration" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><link rel="stylesheet" href="https://39666904.fs1.hubspotusercontent-na1.net/hubfs/39666904/raw_assets/media-default-modules/master/406/js_client_assets/assets/TrackPlayAnalytics-Cm48oVxd.css"> <link rel="stylesheet" href="https://39666904.fs1.hubspotusercontent-na1.net/hubfs/39666904/raw_assets/media-default-modules/master/406/js_client_assets/assets/Tooltip-DkS5dgLo.css"> <script type="text/javascript"> window.__hsEnvConfig = {"portalID":2035844,"hublet":"na1","hsEnv":"prod","hsDeployed":true,"hsJSRGates":["CMS:JSRenderer:SeparateIslandRenderOption","CMS:JSRenderer:GraphQLQueryBuild","CMS:JSRenderer:MinifyCSS","CMS:JSRenderer:GetServerSideProps","Jsr:DeployLambdasViaCommonAwsAccount","CMS:JSRenderer:LocalProxySchemaVersion1","CMS:JSRenderer:SharedDeps"]}; window.__hsServerPageUrl = "https:\u002F\u002Fstephenhurrell.isg-research.net\u002Falign-incentive-compensation-and-multi-channel-sales-to-protect-growth"; window.__hsBasePath = "\u002Falign-incentive-compensation-and-multi-channel-sales-to-protect-growth"; </script> </div> </div> </div> </div> </div> </div> <div class="blog-post__body"> <span id="hs_cos_wrapper_post_body" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="rich_text"><p><span data-contrast="auto">I recently published an </span><a href="https://stephenhurrell.ventanaresearch.com/margin-highlights-the-need-for-sales-and-revenue-planning"><span data-contrast="none">Analyst Perspective</span></a><span data-contrast="auto"> on how the rise of omnichannel buyer engagement coupled with subscription pricing is increasing the complexity in achieving corporate targets. An example is the software provider who implemented a new self-service capability to speed fulfillment for existing customers by enabling the direct purchase of additional licenses without assistance from the assigned salesperson. But the desired outcome of faster fulfillment wasn’t realized. The initiative did not result in faster fulfillment because the organization did not address the root problems affecting people, processes and incentive compensation. Salespeople were only paid commission on their accounts if they processed the sale, so they manually processed these orders, delaying fulfillment.</span><span data-ccp-props="{"134233117":true,"134233118":true,"335559685":-29,"335559737":-29,"335559739":120}"> </span></p> <p><span data-contrast="auto">Incentive compensation is designed to provide monetary and nonmonetary remuneration for hitting targets or achieving goals. But incentives can also result in unintended consequences, as the above example illustrates. This is why when planning incentive compensation - especially as it relates to salespersons – needs to be in the wider context of the overall sales and revenue plan.</span><span data-ccp-props="{"134233117":false,"134233118":false,"335559685":-29,"335559737":-29,"335559738":0,"335559739":120}"> </span></p> <p><span data-contrast="auto">For many enterprises, the number of ways that customers can purchase has moved beyond the single, person-to-person engagement model to include digital commerce and self-service portals, partners as well as customer service agents. Likewise, how customers pay for products and services have also moved beyond one-time sales to include flat fee subscription and usage-based pricing, and especially for bundled products and services. Together these changes have greatly complicated what needs to be taken into consideration when designing and executing on incentive compensation plans.</span><span data-ccp-props="{"134233117":false,"134233118":false,"335559685":-29,"335559737":-29,"335559738":0,"335559739":120}"> </span></p> <p><span data-contrast="auto">Many larger and global enterprises require more complex selling motions to support global and regional account responsibilities as well as product and specialist overlay teams. But from a customer’s perspective, engagement can happen across many channels and touch points involving direct sales staff and even customer service workers. Increasingly, timing – in addition to subscription pricing models – alters when the selling enterprise collects payment and recognizes revenue. Consequently, incentive plans and attribution must be designed across multiple dimensions to enable the correct crediting of payments to whom and when.</span><span data-ccp-props="{"134233117":false,"134233118":false,"335559737":-29,"335559738":0,"335559739":120}"> </span></p> <p><span data-contrast="auto">Not surprisingly, just changing technology without a corresponding adjustment as to how an enterprise needs to think of incentives and revenue will have the potential result of working against desired outcomes, of causing avoidable disputes over payment and not appropriately balancing resource levels commensurate with revenue contribution. This planning also needs to ensure that design and approvals need to include all stakeholders. As incentives for participants in any revenue channel - direct, indirect, digital commerce, customer service and self-service - can have an impact on other outcomes the planning and targeting needs to be managed as a whole. This will involve stakeholders across the enterprise such as finance, HR, sales, marketing, and customer success. </span><span data-ccp-props="{"134233117":true,"134233118":false,"335559685":-29,"335559737":-29,"335559739":120}"> </span></p> <p><span data-contrast="auto">Despite the importance of aligning incentives, we assert </span><span data-contrast="none">that </span><span data-contrast="none">through 2026, fewer than 2 in 5 enterprises will develop incentive compensation plans for everyone in revenue supporting<img src="https://stephenhurrell.isg-research.net/hs-fs/hubfs/2024_Market_Assertions/Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png?width=300&height=300&name=Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png" width="300" height="300" loading="lazy" alt="Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S" style="height: auto; max-width: 100%; width: 300px; float: right; margin: 18px;" srcset="https://stephenhurrell.isg-research.net/hs-fs/hubfs/2024_Market_Assertions/Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png?width=150&height=150&name=Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png 150w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/2024_Market_Assertions/Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png?width=300&height=300&name=Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png 300w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/2024_Market_Assertions/Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png?width=450&height=450&name=Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png 450w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/2024_Market_Assertions/Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png?width=600&height=600&name=Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png 600w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/2024_Market_Assertions/Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png?width=750&height=750&name=Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png 750w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/2024_Market_Assertions/Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png?width=900&height=900&name=Ventana_Research_2024_Assertion_RPM_Incentive_Comp_Plans_44_S.png 900w" sizes="(max-width: 300px) 100vw, 300px"> teams impacting the enterprise’s ability to hit new, expansion and retention revenue targets.</span><span data-ccp-props="{"134233117":true,"134233118":false,"335559685":-29,"335559737":-29,"335559739":120}"> </span></p> <p><span data-contrast="auto">Enterprises must reevaluate traditional compensation plans and processes to support multiple revenue channels. This includes decisions on tracking attribution for crediting purposes. There is also a time dimension to computing incentives, which should be linked to when revenue is realized and recognized. Following a review of the compensation planning process across all revenue channels and all those involved, enterprises should also review the technology. There is a truism that if the technology constrains your business processes, then you are using the wrong technology. For organizations still using spreadsheets or custom applications, there should also be a review with a desire to replace with purpose built applications that will be able to take advantage of the development of new AI assisted optimization capabilities.</span><span data-ccp-props="{"134233117":false,"134233118":false,"335559737":-30,"335559738":0,"335559739":0}"> </span></p> <p><span data-ccp-props="{"134233117":false,"134233118":false,"335559737":-30,"335559738":0,"335559739":0}">Regards,</span></p> <p><span data-ccp-props="{"134233117":false,"134233118":false,"335559737":-30,"335559738":0,"335559739":0}">Stephen Hurrell</span></p></span> </div> <span id="hs_cos_wrapper_blog_social_sharing" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_blog_social_sharing" style="" data-hs-cos-general-type="widget" data-hs-cos-type="blog_social_sharing"> <div class="hs-blog-social-share"> <ul class="hs-blog-social-share-list"> </ul> </div> </span> <div class="blog-post__tags"> <span id="hs_cos_wrapper_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_icon" style="" data-hs-cos-general-type="widget" data-hs-cos-type="icon"><svg version="1.0" xmlns="http://www.w3.org/2000/svg" viewbox="0 0 512 512" aria-hidden="true"><g id="tag1_layer"><path d="M0 252.118V48C0 21.49 21.49 0 48 0h204.118a48 48 0 0 1 33.941 14.059l211.882 211.882c18.745 18.745 18.745 49.137 0 67.882L293.823 497.941c-18.745 18.745-49.137 18.745-67.882 0L14.059 286.059A48 48 0 0 1 0 252.118zM112 64c-26.51 0-48 21.49-48 48s21.49 48 48 48 48-21.49 48-48-21.49-48-48-48z" /></g></svg></span> <a class="blog-post__tag-link" href="https://stephenhurrell.isg-research.net/tag/revenue-management">revenue management</a>, <a class="blog-post__tag-link" href="https://stephenhurrell.isg-research.net/tag/office-of-revenue">Office of Revenue</a> </div>  <div id="hs_cos_wrapper_Author_Data" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module">  <section id="align-incentive-compensation-and-multi-channel-sales-to-protect-growth" class=""> <div class="bioSnippet"> <div class="presenter-box span12"> <img class="face" src="https://stephenhurrell.isg-research.net/hubfs/Hurrell.Stephen%20Pic.Circle.png"> <h5><a href="https://stephenhurrell.ventanaresearch.com/">Stephen Hurrell</a></h5> <h5>Director of Research, Office of Revenue </h5> <ul class="social-share"> <li><a href="https://www.facebook.com/ventanaresearch/" target="_blank" class="facebook"><i class="fa fa-facebook"></i></a></li> <li><a href="https://twitter.com/shurrellvr" target="_blank" class="twitter"><i class="fa fa-brands fa-x-twitter"></i></a></li> <li><a href="https://www.linkedin.com/in/stephenhurrell/" target="_blank" class="linkedin"><i class="fa fa-linkedin"></i></a></li> </ul> <p> Stephen Hurrell leads the Office of Revenue software research and advisory expertise at ISG Software Research and guides leaders in the applications and technology for buying and selling products and services to maximize revenue. His topics of coverage include digital commerce, partner management, revenue management, sales engagement, revenue performance management and subscription management. </p> </div> </div> </section> </div> </div> <style> .blog-recent-posts__list.index-1 .blog-index__post { margin-bottom: 20px; /* padding-bottom: 0px; */ /* background: #ffffff; */ width: 50%; /* margin-right: 25px; */ display: flex; flex-direction: column; } .blog-index__post{ display: table; width: 100%; height: 60%; } .blog-index__post .blog-index__post-image { width: 100%; overflow: hidden; display: table-cell; vertical-align: middle; text-align: center; } </style>  <style> .related-post-item { text-align: center; height: 350px; /*height:fit-content;*/ border: solid 1px; border-radius: 2px; margin: 15px; } .related-image { display: table; width: 100%; height: 70%; } .related-image .related-image-wrapper { width: 100%; overflow: hidden; display: table-cell; vertical-align: middle; text-align: center; } .related-title { display: table; height: 30%; width: 100%; } .related-title h4 { padding-top:10px; font-size:14px; } </style> <div class="row-fluid span12" style="padding: 20px 0 20px 0;"> <h3>Related posts</h3> <a class="related-post-link" href="https://stephenhurrell.isg-research.net/you-dont-have-to-put-up-with-a-manual-quote-to-contract-process"><div class="span5 related-post-item"> <div class="related-image"><div class="related-image-wrapper" style="background-image:url(https://stephenhurrell.isg-research.net/hubfs/You_Don%E2%80%99t_Have_to_Put_Up_with_a_Manual_Quote_to_Contract_Process.png); background-size: 100% auto; background-repeat: no-repeat; background-position: 50% 50%;height:fit-content;"></div></div> <div class="related-title"><h4>You Don’t Have to Put Up with a Manual Quote to Contract Process</h4></div> </div></a> <a class="related-post-link" href="https://stephenhurrell.isg-research.net/whats-new-in-technology-for-office-of-revenue"><div class="span5 related-post-item"> <div class="related-image"><div class="related-image-wrapper" style="background-image:url(https://stephenhurrell.isg-research.net/hubfs/Whats_New_in_Technology_for_Office_of_Revenue.png); 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srcset="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Menninger.David%20Pic.Circle.png?width=50&name=Menninger.David%20Pic.Circle.png 50w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Menninger.David%20Pic.Circle.png?width=100&name=Menninger.David%20Pic.Circle.png 100w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Menninger.David%20Pic.Circle.png?width=150&name=Menninger.David%20Pic.Circle.png 150w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Menninger.David%20Pic.Circle.png?width=200&name=Menninger.David%20Pic.Circle.png 200w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Menninger.David%20Pic.Circle.png?width=250&name=Menninger.David%20Pic.Circle.png 250w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Menninger.David%20Pic.Circle.png?width=300&name=Menninger.David%20Pic.Circle.png 300w"> <h5 class="analyst_name">David Menninger</h5> </a> </div> <div class="span6" style="text-align: center;"> <a href="https://jefforr.isg-research.net"> <img class="analyst_img" style="width: 100px;" src="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Orr.Jeff.Circle.png?width=100&name=Orr.Jeff.Circle.png" alt="Jeff Orr" width="100" data-constrained="true" caption="false" srcset="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Orr.Jeff.Circle.png?width=50&name=Orr.Jeff.Circle.png 50w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Orr.Jeff.Circle.png?width=100&name=Orr.Jeff.Circle.png 100w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Orr.Jeff.Circle.png?width=150&name=Orr.Jeff.Circle.png 150w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Orr.Jeff.Circle.png?width=200&name=Orr.Jeff.Circle.png 200w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Orr.Jeff.Circle.png?width=250&name=Orr.Jeff.Circle.png 250w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Orr.Jeff.Circle.png?width=300&name=Orr.Jeff.Circle.png 300w" sizes="(max-width: 100px) 100vw, 100px"> <h5 class="analyst_name">Jeff Orr</h5> </a> </div> </div>   <div class="row-fluid"> <div class="span6" style="text-align: center;"> <a href="https://keithdawson.isg-research.net"> <img class="analyst_img" style="width: 100px;" src="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Dawson.Keith%20Pic.Circle.png?width=100&name=Dawson.Keith%20Pic.Circle.png" alt="Keith Dawson" width="100" data-constrained="true" caption="false" sizes="(max-width: 100px) 100vw, 100px" srcset="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Dawson.Keith%20Pic.Circle.png?width=50&name=Dawson.Keith%20Pic.Circle.png 50w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Dawson.Keith%20Pic.Circle.png?width=100&name=Dawson.Keith%20Pic.Circle.png 100w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Dawson.Keith%20Pic.Circle.png?width=150&name=Dawson.Keith%20Pic.Circle.png 150w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Dawson.Keith%20Pic.Circle.png?width=200&name=Dawson.Keith%20Pic.Circle.png 200w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Dawson.Keith%20Pic.Circle.png?width=250&name=Dawson.Keith%20Pic.Circle.png 250w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Dawson.Keith%20Pic.Circle.png?width=300&name=Dawson.Keith%20Pic.Circle.png 300w"> <h5 class="analyst_name">Keith Dawson</h5> </a> </div> <div class="span6" style="text-align:center;"> <a href="https://marksmith.isg-research.net"> <img class="analyst_img" style="width: 100px;" src="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Smith.Mark%20Pic.Circle.png?width=100&name=Smith.Mark%20Pic.Circle.png" alt="Mark Smith" width="100" data-constrained="true" caption="false" sizes="(max-width: 100px) 100vw, 100px" srcset="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Smith.Mark%20Pic.Circle.png?width=50&name=Smith.Mark%20Pic.Circle.png 50w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Smith.Mark%20Pic.Circle.png?width=100&name=Smith.Mark%20Pic.Circle.png 100w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Smith.Mark%20Pic.Circle.png?width=150&name=Smith.Mark%20Pic.Circle.png 150w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Smith.Mark%20Pic.Circle.png?width=200&name=Smith.Mark%20Pic.Circle.png 200w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Smith.Mark%20Pic.Circle.png?width=250&name=Smith.Mark%20Pic.Circle.png 250w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Smith.Mark%20Pic.Circle.png?width=300&name=Smith.Mark%20Pic.Circle.png 300w"> <h5 class="analyst_name">Mark Smith</h5> </a> </div> </div>   <div class="row-fluid"> <div class="span6" style="text-align: center;"> <a href="https://mattaslett.isg-research.net"> <img class="analyst_img" style="width: 100px;" src="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Aslett.Matt%20Pic.Circle.png?width=100&name=Aslett.Matt%20Pic.Circle.png" alt="Matt Aslett" width="100" data-constrained="true" caption="false" sizes="(max-width: 100px) 100vw, 100px" srcset="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Aslett.Matt%20Pic.Circle.png?width=50&name=Aslett.Matt%20Pic.Circle.png 50w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Aslett.Matt%20Pic.Circle.png?width=100&name=Aslett.Matt%20Pic.Circle.png 100w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Aslett.Matt%20Pic.Circle.png?width=150&name=Aslett.Matt%20Pic.Circle.png 150w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Aslett.Matt%20Pic.Circle.png?width=200&name=Aslett.Matt%20Pic.Circle.png 200w, 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style="text-align: center;"> <a href="https://robertkugel.isg-research.net"> <img class="analyst_img" style="width: 100px;" src="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Kugel.Robert%20Pic.Circle.png?width=100&name=Kugel.Robert%20Pic.Circle.png" alt="Robert Kugel" width="100" data-constrained="true" caption="false" sizes="(max-width: 100px) 100vw, 100px" srcset="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Kugel.Robert%20Pic.Circle.png?width=50&name=Kugel.Robert%20Pic.Circle.png 50w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Kugel.Robert%20Pic.Circle.png?width=100&name=Kugel.Robert%20Pic.Circle.png 100w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Kugel.Robert%20Pic.Circle.png?width=150&name=Kugel.Robert%20Pic.Circle.png 150w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Kugel.Robert%20Pic.Circle.png?width=200&name=Kugel.Robert%20Pic.Circle.png 200w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Kugel.Robert%20Pic.Circle.png?width=250&name=Kugel.Robert%20Pic.Circle.png 250w, https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Kugel.Robert%20Pic.Circle.png?width=300&name=Kugel.Robert%20Pic.Circle.png 300w"> <h5 class="analyst_name">Robert Kugel</h5> </a> </div> <div class="span6" style="text-align: center;"> <a href="https://stephenhurrell.isg-research.net"> <img class="analyst_img" style="width: 100px;" src="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Hurrell.Stephen%20Pic.Circle.png?width=100&name=Hurrell.Stephen%20Pic.Circle.png" alt="Stephen Hurrell" width="100" data-constrained="true" caption="false" sizes="(max-width: 100px) 100vw, 100px" srcset="https://stephenhurrell.isg-research.net/hs-fs/hubfs/_images/_team/Hurrell.Stephen%20Pic.Circle.png?width=50&name=Hurrell.Stephen%20Pic.Circle.png 50w, 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Chain <span class="filter-link-count" dir="ltr">(1)</span></a> </li> <li style="display:none;"> <a href="https://stephenhurrell.isg-research.net/tag/partner-management">partner management <span class="filter-link-count" dir="ltr">(10)</span></a> </li> <li style="display:none;"> <a href="https://stephenhurrell.isg-research.net/tag/payroll-management">Payroll Management <span class="filter-link-count" dir="ltr">(1)</span></a> </li> <li style="display:none;"> <a href="https://stephenhurrell.isg-research.net/tag/performance-management">Performance Management <span class="filter-link-count" dir="ltr">(1)</span></a> </li> <li style="display:none;"> <a href="https://stephenhurrell.isg-research.net/tag/predictive-planning">Predictive Planning <span class="filter-link-count" dir="ltr">(1)</span></a> </li> <li style="display:none;"> <a href="https://stephenhurrell.isg-research.net/tag/price-and-revenue-management">Price and Revenue Management <span class="filter-link-count" 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style="display:none;"> <a href="https://stephenhurrell.isg-research.net/tag/revenue-management">revenue management <span class="filter-link-count" dir="ltr">(29)</span></a> </li> <li style="display:none;"> <a href="https://stephenhurrell.isg-research.net/tag/revenue-performance-management">Revenue Performance Management <span class="filter-link-count" dir="ltr">(13)</span></a> </li> <li style="display:none;"> <a href="https://stephenhurrell.isg-research.net/tag/robotic-finance">robotic finance <span class="filter-link-count" dir="ltr">(2)</span></a> </li> <li style="display:none;"> <a href="https://stephenhurrell.isg-research.net/tag/sales">Sales <span class="filter-link-count" dir="ltr">(30)</span></a> </li> <li style="display:none;"> <a href="https://stephenhurrell.isg-research.net/tag/sales-enablement">sales enablement <span class="filter-link-count" dir="ltr">(11)</span></a> </li> <li style="display:none;"> <a 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src="/hs/hsstatic/content-cwv-embed/static-1.1293/embed.js"></script> <script src="https://stephenhurrell.isg-research.net/hs-fs/hub/2035844/hub_generated/template_assets/94278782902/1725882474552/Ventana_Research_2023/Ventana_Research_2023_child.min.js"></script> <script> var hsVars = hsVars || {}; hsVars['language'] = 'en'; </script> <script src="/hs/hsstatic/cos-i18n/static-1.53/bundles/project.js"></script> <script src="https://stephenhurrell.isg-research.net/hs-fs/hub/2035844/hub_generated/module_assets/90531062927/1702386872146/module_90531062927_Header-Global.min.js"></script> <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "BlogPosting", "headline": "Align Incentive Compensation and Multi-Channel Sales to Protect Growth", "mainEntityOfPage": "https://stephenhurrell.isg-research.net/align-incentive-compensation-and-multi-channel-sales-to-protect-growth", "datePublished": "23/01/2024", "dateModified": "23/01/2024", "articleBody": "I recently published an Analyst Perspective on how the rise of omnichannel buyer engagement coupled with subscription pricing is increasing the complexity in achieving corporate targets. An example is the software provider who implemented a new self-service capability to speed fulfillment for existing customers by enabling the direct purchase of additional licenses without assistance from the assigned salesperson. But the desired outcome of faster fulfillment wasn’t realized. The initiative did not result in faster fulfillment because the organization did not address the root problems affecting people, processes and incentive compensation. Salespeople were only paid commission on their accounts if they processed the sale, so they manually processed these orders, delaying fulfillment. Incentive compensation is designed to provide monetary and nonmonetary remuneration for hitting targets or achieving goals. But incentives can also result in unintended consequences, as the above example illustrates. This is why when planning incentive compensation - especially as it relates to salespersons – needs to be in the wider context of the overall sales and revenue plan. For many enterprises, the number of ways that customers can purchase has moved beyond the single, person-to-person engagement model to include digital commerce and self-service portals, partners as well as customer service agents. Likewise, how customers pay for products and services have also moved beyond one-time sales to include flat fee subscription and usage-based pricing, and especially for bundled products and services. Together these changes have greatly complicated what needs to be taken into consideration when designing and executing on incentive compensation plans. Many larger and global enterprises require more complex selling motions to support global and regional account responsibilities as well as product and specialist overlay teams. But from a customer’s perspective, engagement can happen across many channels and touch points involving direct sales staff and even customer service workers. Increasingly, timing – in addition to subscription pricing models – alters when the selling enterprise collects payment and recognizes revenue. Consequently, incentive plans and attribution must be designed across multiple dimensions to enable the correct crediting of payments to whom and when. Not surprisingly, just changing technology without a corresponding adjustment as to how an enterprise needs to think of incentives and revenue will have the potential result of working against desired outcomes, of causing avoidable disputes over payment and not appropriately balancing resource levels commensurate with revenue contribution. This planning also needs to ensure that design and approvals need to include all stakeholders. As incentives for participants in any revenue channel - direct, indirect, digital commerce, customer service and self-service - can have an impact on other outcomes the planning and targeting needs to be managed as a whole. This will involve stakeholders across the enterprise such as finance, HR, sales, marketing, and customer success. Despite the importance of aligning incentives, we assert that through 2026, fewer than 2 in 5 enterprises will develop incentive compensation plans for everyone in revenue supporting teams impacting the enterprise’s ability to hit new, expansion and retention revenue targets. Enterprises must reevaluate traditional compensation plans and processes to support multiple revenue channels. This includes decisions on tracking attribution for crediting purposes. There is also a time dimension to computing incentives, which should be linked to when revenue is realized and recognized. Following a review of the compensation planning process across all revenue channels and all those involved, enterprises should also review the technology. There is a truism that if the technology constrains your business processes, then you are using the wrong technology. For organizations still using spreadsheets or custom applications, there should also be a review with a desire to replace with purpose built applications that will be able to take advantage of the development of new AI assisted optimization capabilities. Regards, Stephen Hurrell", "image": { "@type": "ImageObject", "url": "https://www.ventanaresearch.com/hubfs/Align_Incentive_Compensation_and_Multi-Channel_Sales_to_Protect_Growth.png", "height": 400, "width": 750 }, "author": { "@type": "Person", "name": "Stephen Hurrell", "url": "https://stephenhurrell.isg-research.net/author/stephen-hurrell", "sameAs": "https://www.linkedin.com/in/stephenhurrell" }, "publisher": { "@type": "Organization", "name": "ISG", "url": "stephenhurrell.isg-research.net", "logo": { "@type": "ImageObject", "url": "https://www.ventanaresearch.com/hubfs/ISG_Software_Research_Logo_Color@2x.png" } } } </script>  <script data-hs-allowed="true" src="/_hcms/forms/v2.js"></script> <script data-hs-allowed="true"> var options = { portalId: '2035844', formId: 'fa276fc9-9a16-4673-a644-1fcbedcc3c24', formInstanceId: '604', pageId: '153634983720', region: 'na1', pageName: "Align Incentive Compensation and Multi-Channel Sales to Protect Growth", inlineMessage: "Thanks for subscribing!", rawInlineMessage: "Thanks for subscribing!", hsFormKey: "f9ef30d1b102baeadaebc3af21cb5f18", css: '', target: '#hs_form_target_module_1552944263900179', contentType: "blog-post", formsBaseUrl: '/_hcms/forms/', formData: { cssClass: 'hs-form stacked hs-custom-form' } }; 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Align Incentive Compensation and Multi-Channel Sales to Protect Growth