How to use sales incentives to drive profitable revenue growth
Driving consistent, profitable growth isn’t easy. Most sales organisations already invest in incentive programmes, but many still struggle to see real, lasting impact. Engagement drops off, performance plateaus, and incentives become just another cost line rather than a growth driver.
That’s where a more thoughtful approach comes in.
Watch the full session from the Revenue Growth Summit
Want to dive deeper into the ideas behind these insights? Watch the full presentation below.
Key takeaways
In this session from the first Revenue Growth Summit, Deborah Watson, International Sales & Channel Incentives Strategy Leader at BI WORLDWIDE, talks about what really drives sales performance. Drawing on behavioural science, data and real-world experience, she explains how incentive programmes can do more than boost short-term results. When they’re designed well, they can help build lasting habits and better performance over time.
Here are some of the biggest takeaways from the session.
1. Start with performance, not rewards
The strongest incentive programmes don’t start with deciding what prize to offer. They start with understanding where people are today.
That means:
- Knowing your starting point
- Setting goals people can actually achieve
- Tracking progress and making changes when needed
Data is important, but only if you use it. The real value comes from understanding what’s driving performance and using those insights to influence behaviour.
2. Don’t overlook the middle performers
It’s easy to put all your attention on top performers. They’re already delivering results and they’re often the most visible people in the business.
But the biggest opportunity is usually somewhere else.
In most teams, the middle 60% has the most room to improve. Even small gains across that group can have a bigger impact on revenue than squeezing a little more from your top performers.
If your incentive programme only rewards the people already at the top, you’re probably missing a large chunk of potential.
3. People don’t make purely rational decisions
One point that came up again and again was that people are driven by more than targets and rewards.
Giving people some control can make a big difference.
For example:
- Letting people choose from a range of goals can increase buy-in
- Giving people options creates a sense of ownership
- Making progress visible helps keep motivation up
The aim isn’t to push people harder. It’s to create an environment where they want to keep going.
Read more about decoding sales team motivation in our latest research
4. Motivation matters, but so does ability
Even the best incentive won’t work if people face barriers that make success difficult.
Performance comes from two things working together:
- Motivation – why someone wants to do it
- Ability – how easy it is for them to do it
That means looking at the practical side too:
- Remove unnecessary friction
- Simplify processes
- Give people the tools and support they need
When motivation and ability are both there, better performance is much more likely to follow.
Learn more about the power of connecting motivation with ability for incentive success
5. Long-term incentives lose attention quickly
We like to think big, annual targets will keep people focused, but in reality, attention fades.
Most people only stay engaged for around 8–12 weeks at a time.
That’s why:
- Short, targeted incentives work so well
- Regular check-ins keep momentum going
- Smaller milestones feel more achievable
Breaking big goals into smaller chunks keeps performance moving in the right direction.
6. One-size-fits-all doesn’t work
If an incentive doesn’t feel relevant, it won’t land.
The best programmes feel:
- Personal
- Attainable
- Designed with the individual in mind
Whether it’s through goal-setting, rewards, or communication, personalisation creates connection, and connection drives engagement.
7. Cash isn’t always the best motivator
Money has its place, but it’s often forgotten surprisingly quickly.
Non-cash rewards can have a much longer-lasting impact because people remember them.
Things like:
- Experiences
- Recognition
- Meaningful rewards people actually want
These tend to create stronger emotional connections and give people something tangible to associate with their achievement.
Read more about the academic and field studies around incentive reward effectiveness
8. Think in terms of a full ecosystem, not a single incentive
The most effective strategies aren’t built around one programme, they’re built as a connected system.
That might include:
- Recognition and visibility
- Gamification and progress tracking
- Short-term contests
- Longer-term incentives
- Meaningful, personalised rewards
When these elements work together, they reinforce each other, and that’s where you start to see real, sustained change.
Final thought
The best incentive programmes don’t just improve performance for a quarter, they change behaviour over time.
By combining data, behavioural science, and thoughtful design, you can create something more powerful than a typical incentive scheme. You create momentum. And that’s what ultimately drives sustainable, profitable growth.
The best way to get started is to get in touch!
Speak to a member of our expert team to learn how our solutions can motivate your sales teams.