Our answer here is, “tightly and directly.” Here’s the chain:

  1. Business strategy
  2. Operating objectives for the coming year
  3. Expected contribution of the sales organization to achieving those objectives –> sales goals
  4. Sales roles with objectives aligned to achieve overall sales success –> key accountabilities by role
  5. Sales compensation plan measures and goals/quotas

So there’s a direct chain that goes from the business strategy all the way to the measures and objectives in the sales comp plans. If you can’t demonstrate these linkages, your sales compensation plans may not be doing all they can to support your business’s success.

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