Incentive Programs Measurement

My good friend Paul Hebert has posted a very interesting article about this field, that many companies forget in the development and tracking of incentive campaigns.

I want to extract from it:

"....As an example: The company wants to increase sales. They determine their sales force has the most impact on that objective so they target their sales organization for an incentive program. They know that they have a high probability of sale if the sales people follow a specific process. However, they don't track those steps. They train and communicate the steps - they rely on sales management to reinforce those steps in their "huddle sessions" - but they don't officially track those steps. Therefore, when they announce the incentive program they use "sales" as the reward event. Those who sell, get the reward - all based on the assumption they are following the steps...."

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Technorati Tags: incentives, loyalty, motivation, relationship marketing, rewards, roi, sales force