Mike Volpe says, “The conventional wisdom around compensation is that you should tie it to specific, measurable goals to get the best results. And a lot of traditional marketing automation vendors and thought leaders will tell you this means a CMO should set a goal for number of leads generated, amount of marketing-influenced pipeline created, or number of sales accepted leads created, and then set maybe 1/3 of the compensation of your marketing team to be directly tied to this metric.

I think that is a huge mistake.

If you read the book Drive by Daniel Pink (or watch the video embedded at the end of this article), you’ll learn that, for tasks that are repeatable with a simple set of rules and a very specific destination, rewards that are tied to the outcome you want work well”.

CMO Warning: Don’t Tie Marketing Incentive Compensation to a Metric

HubSpot

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