Erik Charles: 3 Ways to Build a Killer Sales Comp Plan

What would your reaction be if your number one sales rep made more cash off their commissions this year than you do?  Is it a sign of a lousy comp plan? Or is it a fantastic idea to motivate sales reps?  For Erik Charles, a leading expert in bridging sales, marketing, and engineering to advance revenue and incentive management, the answer defines a company's vision and growth potential.   "If you're not willing to realize that an incentive plan drives behavior, and if it drives a lot of behavior. You might sell a ton of product, but it just doesn't work," he said. "So that's where I always start." Building an effective sales compensation plan is both an art and a science. For Erik, it's about balancing your company's goals with the realities of your sales cycle and team dynamics.  In this episode of Go-to-Market with Dr. Amy Cook, Erik points out that by starting with a clear understanding of your business objectives—whether that's growing revenue, capturing market share, or improving customer retention—you can create a plan that motivates your sales team without overcomplicating the process.  Simplicity, clarity, and collaboration are the cornerstones for alignment between sales, marketing, and leadership. From hiring the right talent to avoiding the common traps of frequent quota shifts, Erik explains why a thoughtful approach to comp plans sets the stage for long-term success and a thriving sales team, particularly with dynamic territory planning.