Compensation’s Role in Sales and Marketing Alignment

Up to 90% of collateral created by marketing is never used by sales.

Fifty percent of B2B sales staff misses their quota.

Forty percent of sales people lose their job every year.

Some of these stats come from not having the right type of sales person in place. And clearly, we need to do a better job of integrating sales and marketing – I’ll cover both of those in a series of posts during the next few weeks.

One of the big shifts in sales and marketing is moving from a product-centric approach to that of a solution. Selling the “answer,” and then the products and services that get customers there is an easier conversation.


Here’s one big reason I’m seeing organizations struggle with this shift: Their sales compensation model.

While they’re talking solutions in sales meetings and marketing content, management still has a compensation structure in place that rewards sales teams based on the number of widgets they sell It’s a mixed message.

If you, as an employee, were evaluated and financially compensated on one type of behavior, yet told to do another, what would be your choice? 

About Carla Johnson


Carla Johnson is a world-renowned storyteller, an entertaining speaker, and a prolific author.

Over the last two decades, Carla has helped architects and actuaries, executives and volunteers, innovators and visionaries leverage the art of storytelling to inspire action. Her work with Fortune 500 brands has served as the foundation for many of her books.

In her latest project, Fast Forward Files, she contributes to a larger collection of thoughts by some of the world’s greatest minds -  Shazam co-founder Dhiraj Mukherjee, activist and entrepreneur Heather Mills and behavioral designer, technologist and mental-health champion Peter Trainor. Consistently named one of the top influencers in B2B, digital and content marketing, Carla regularly challenges conventional thinking. 

Today, she travels the world teaching anyone (and everyone) how to cultivate idea-driven teams that breed unstoppable creativity and game-changing innovation.