This conversation delves into the complexities of incentives within B2B growth, emphasising the importance of understanding how compensation structures influence organisational behaviour. The discussion highlights the balance between short-term and long-term goals, the impact of feedback loops, and the consequences of misalignment between stated values and actual incentives.

The speakers share cautionary tales of incentive mismanagement and explore the nuances of fixed versus variable compensation in driving desired behaviours. In this conversation, Chris and Colin delve into the complexities of sales incentives, discussing how to structure them effectively to drive desired behaviours and outcomes. They explore the pitfalls of traditional incentive systems, the importance of aligning incentives with long-term goals, and the need for adaptability in incentive plans.

The discussion highlights the significance of measuring inputs and outputs, the dangers of gaming the system, and the role of both financial and non-financial incentives in motivating sales teams.

00:00 Understanding Incentives in B2B Growth

03:02 The Impact of Compensation Structures

05:58 Short-Term vs Long-Term Incentives

08:56 Feedback Loops in Incentive Systems

12:08 Misalignment of Values and Incentives

15:00 Cautionary Tales of Incentive Mismanagement

17:58 Balancing Fixed and Variable Compensation

24:54 Transforming Sales Incentives

30:37 The Gaming of the System

32:51 Designing Adaptive Incentive Systems

39:53 Long-Term vs Short-Term Incentives

45:41 Final Thoughts on Incentives