The document is a presentation about motivating the right behavior with incentive compensation. It discusses how companies can move beyond traditional incentive compensation planning to a more connected pathway that provides insights through tools like sales forecasting, crediting, compensation planning and analytics. This allows companies to better understand top sales performance, identify high performing reps, and ensure incentives are aligned with business goals. It emphasizes capturing quality sales data and integrating it with other enterprise data to facilitate smarter sales planning, operations and insights.

1. Presented by
© Copyright 2016 The Sales Management Association. All rights reserved.
Sales Management Association Webcast
14 December 2016
Motivating the Right Behavior
with Incentive Compensation
Hassan Mahmood
Managing Director & Founder
Voiant Group
hmahmood@voiantgroup.com
Rowan Tonkin
Practice Lead, Sales & Marketing Applications
Anaplan
rowan.tonkin@anaplan.com

2. © Copyright 2016 The Sales Management Association. All rights reserved.
About The Sales Management Association
A global, cross-industry professional association for
sales operations and sales management.
Focused in providing research, case studies, training,
peer networking, and professional development to
our membership.
Fostering a community of thought-leaders, service
providers, academics, and practitioners.
www.salesmanagement.org
www.salesmanagementconference.com
About the
Sales
Management
Association
2
17 – 19 OCTOBER 2017 ATLANTA

3. © Copyright 2016 The Sales Management Association. All rights reserved.
Today’s Speakers
3
Hassan Mahmood
Managing Director & Founder
Voiant Group
hmahmood@voiantgroup.com
Rowan Tonkin
Practice Lead, Sales &
Marketing Applications
Anaplan
rowan.tonkin@anaplan.com

4. Presented by
© Copyright 2016 The Sales Management Association. All rights reserved.
Sales Management Association Webcast
14 December 2016
Motivating the Right Behavior
with Incentive Compensation
Hassan Mahmood
Managing Director & Founder
Voiant Group
hmahmood@voiantgroup.com
Rowan Tonkin
Practice Lead, Sales & Marketing Applications
Anaplan
rowan.tonkin@anaplan.com

5. The sales performance management webinar series
ANAPLAN.COM/SPM-SERIES

6. Defining a compensation
plan for every rep
SALES OPS WEBINAR SERIES: PART 4

7. The traditional planning to performance pathway
Capacity Planning
and Management
Deal Desk

8. The connected pathway to smart sales performance
Account
Segmentation
and Scoring
Capacity Planning
and Management
Marketing Budget
Allocation
Marketing
Campaign
Planning
Compensation
Planning
Deal Desk
Commissions
Marketing
Attribution
Territory
Planning and
Management
Quota Planning
and Management
Forecasting
Crediting
Campaign
Performance
Management
Marketing Spend
Management
Account Planning

9. Sales insightSales operations
Demands innovative products &
sales models
Requires agility by sales leaders
to execute
Elevates the value of sales
performance management
Sales planning
Sales performance management
Establish an effective sales strategy;
aligning sales objectives and sales
behaviors with your company goals.
Deliver your products to market with
sales models that achieve sales goals
and bottom line results – ahead of the
competition.
Sales insights worth sharing with the C-
Suite. Deliver real-time performance in one
connected platform – say goodbye to
spreadsheets.
More than ever before Sales Performance Management and the role of Sales Operations in your
organization are critical to success.

10. The evolution Of SPM
1980s: Homegrown programs
Early 1990s: Excel-based calculations
Late 1990s: Beginning of incentive compensation solutions
2000s: Adoption of quota, territory increased competition from SPM capabilities
2010s: Move to the cloud
Today: Analytics-driven coaching and enablement forecast and model outcomes for
smarter incentives

11. Poll question 1
How are you processing incentive compensation today?
1. Homegrown Solution
2. Excel Based
3. ICM Point Solution

12. The Sales
Data Desk
TM
Sales Targets
Territory
& Quota
Management
Account
Segmentation
& Scoring
Sales Forecasting
Sales Crediting
Incentive
Compensation
Sales Analytics
& KPIs
Sales
Data Hub
Opportunity
Management
Our view – The sales data desk
Build the capability not just to calculate
commissions, but to truly gain insight and take
action on what is critical to the success of your
business and motivate the right behavior.

13. • Goals / quotas
• Territory / assignments
• Pipeline and forecast
• Sales reps / Hierarchy
• Customers & sales data
• Products & sales data
• Incentives / payout
• Sales transactions and attainment
• Sales financials
• Marketing - plans, goals
• Product management - Goals, growth,
share
• Customer Analysis - Share, target,
potential spend
• Sales Process - Coaching, messaging,
collaboration, adoption
• Sales training assets
Performance information
 Sales effectiveness, results &
predictability
 Sales goal allocation & coverage /
territories
 Product sales & marketing effectiveness
 Customer sales goals, plan, and results
 Financial impact of sales resources
 High performing sales reps / leaders
Better insightsSales information
Better data yields smarter: Sales planning, operations & insight

14. Enterprise / reference data
 Financial data
 Marketing data
 Product data - Pricing, launch, goals
 Customer data – Share, target, spend
analysis
 HR / organization data
 Business unit / management KPI’s
Sales performance data
 Goals / quotas
 Pipeline and attainment
 Territory / assignments
 Sales reps / hierarchy
 Customer level sales
 Product level sales
 Incentives / payout
 Sales process * enablement
+ =
SPM insight
 Sales effectiveness, results &
predictability
 Sales goal allocation & coverage /
territories
 Product sales & marketing effectiveness
 Customer sales goals, plan, and results
 Financial impact of sales resources
 High performing sales reps / leaders
Enhancing sales performance information with enterprise product, marketing, financial, and HR
information can deliver new leadership insight.
Sales performance data: A treasure trove of information
and insight

15. Poll question 2
How satisfied are you with the reporting and analytics that you use for sales
management and to the field?
1. Highly satisfied
2. Satisfied
3. Neutral
4. Dissatisfied
5. Highly dissatisfied

16. Sales forecasting and results
Question
What is my attainment and how has
that translated into incentive
compensation?
Information
 Incentive calculation
 Sales attainment
 Bonuses / awards
Insight
Incentive & attainment
calculations with drill down by
product/customer –
in time to impact a sales
performance period

17. Sales forecasting and results
Question
What is my attainment and how has
that translated into incentive
compensation?
+ How much can I earn based on
the deals in my pipeline? Where
should I spend my time?
Information
 Incentive calculation
 Sales attainment
 Bonuses / awards
 Opportunities in pipeline (by
customer, stage, size,
product)
Insight
Incentive & attainment
calculations with drill down by
product/customer –
in time to impact a sales
performance period
Provide sellers / managers the
ability to model potential
attainment and earnings –
aligned to sales stage, close
dates and value in pipeline

18. Sales forecasting and results
Question
What is my attainment and how has
that translated into incentive
compensation?
+ How much can I earn based on
the deals in my pipeline? Where
should I spend my time?
+ How can I improve forecasting
accuracy and the success rate for
closing business in my pipeline?
Information
 Incentive calculation
 Sales attainment
 Bonuses / awards
 Opportunities in pipeline (by
customer, stage, size,
product)
 Pipeline info (sales stage,
customer, product, buyer)
 Sales process (messaging,
coaching)
 Training assets
Insight
Incentive & attainment
calculations with drill down by
product/customer –
in time to impact a sales
performance period
Provide sellers / managers the
ability to model potential
attainment and earnings –
aligned to sales stage, close
dates and value in pipeline
Aligning the right tools, expert
knowledge, coaching and sales
assets at every deal stage –
improving sales predictability,
effectiveness and results at all
levels

19. Understanding top performance
Question
Which sellers and/or managers
generated the most sales? By
geography or industry?
Information
 Sales attainment
 Sales by product
 Sales by customer
 Sales by territory
Insight
Rankings of sales results aligned
by product, geo or customer – to
understand sales performance in
terms of product, customer or
business unit objectives

20. Understanding top performance
Question
Which sellers and/or managers
generated the most sales? By
geography or industry?
Who are best at selling new or
specific products? Or selling to
new customers?
Information
 Sales attainment
 Sales by product
 Sales by customer
 Sales by territory
 Sales attainment
 Sales by product
 Sales by customer
 Customer information
Insight
Rankings of sales results aligned
by product, geo or customer – to
understand sales performance in
terms of product, customer or
business unit objectives
Identify sellers most effective in
sales situations that can impact
your business - insight that can
impact roles, goals and how new
sellers perform

21. Understanding top performance
Question
Which sellers and/or managers
generated the most sales? By
geography or industry?
Who are best at selling new or
specific products? Or selling to
new customers?
What sellers are having the
biggest impact on our bottom line?
Information
 Sales attainment
 Sales by product
 Sales by customer
 Sales by territory
 Sales attainment
 Sales by product
 Sales by customer
 Customer information
 Sales attainment
 Sales financials (revenue,
profit)
 Incentive payouts
Insight
Rankings of sales results aligned
by product, geo or customer – to
understand sales performance in
terms of product, customer or
business unit objectives
Identify sellers most effective in
sales situations that can impact
your business - insight that can
impact roles, goals and how new
sellers perform
Understand which sellers are
generating the most revenue and
profit margin - vs. incentives paid
or rankings on % of goal.

22. Sales data hub: Capturing quality input data at the right
level of detail regularly
Inbound data integration
Types of data:
• HR data
• Sales Goal/Quota Data
• Sales Hierarchy Data
• Territory Data
• Sales Activity / Transaction
Data
• Sales Assignment / Crediting
Data
• Customer Data
• Product Data
Challenges:
• Multiple Sources
• Manual vs. Automated
• Level of Detail
• Frequency
• Format
• Data Quality
• Validation
Sales transactions
• Sales Date
• Compensation Processing Date
• Order Received Date
• Sales Order Number
• Territory/Rep Assignment
• Product/Bundle Sold
• Product Group
• Product Line
• Billed To
• Shipped To
• Geography Sold To
• List Price
• Sold Price
• Discount
Sales reps
• Name
• Employee Information
• History of Jobs Served with Time Ranges
• Job Titles
• Salary(Current and Historical)
• Target Incentive (Current And Historical)
• Geographic Territory
• Team
• Managers(Current and Historical)
• Assigned Payment Plan(Current And
Historical)
• Quota(Overall and Product/Service Based
Targets)
• Termination, Leave of Absence Dates
Payment plans
• Name
• Payment Breakdown(Base Versus
Commissions/Bonus/SPIFFs)
• Roles Covered
• Historical Versions
Quotas
• Overall Quotas(Current and Historical)—For
Entire Organization, Teams, Regions,
Districts, Territories, Product Lines
• Quotas By Product/Services Group(Current
and Historical)—For Entire Organization,
Teams, Regions, Districts, Territories,
Product Lines
Sales hierarchies
• Overall Organizational Hierarchy—From
Execs To Field Force
• Geographic Based Hierarchy—From
Area/Region/District/Territory View of
Information
• Snapshots of Hierarchies—Capturing
Versions of This Information Every Month
Territories
• Geographic Based Territories—
Area/Region/District/Territory/Zip Code
• Rep and Product Representation In
Territories
• Snapshots of Territories-- Hierarchies—
Capturing Versions of This Information Every
Month

23. The sales performance management webinar series
ANAPLAN.COM/SPM-SERIES

24. © Copyright 2016 The Sales Management Association. All rights reserved.
Your Questions
24
Hassan Mahmood
Managing Director & Founder
Voiant Group
hmahmood@voiantgroup.com
Rowan Tonkin
Practice Lead, Sales &
Marketing Applications
Anaplan
rowan.tonkin@anaplan.com

25. Did we run out of time before we got
to your question?
Presenters can follow-up with you via
email. Feel free to submit more questions
if you’d like an offline response.
© Copyright 2016 The Sales Management Association. All rights reserved.
25

26. © Copyright 2016 The Sales Management Association. All rights reserved.
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