{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Dan Walter: Why Your Sales Incentive Plan Is Probably Built for the Wrong Role","description":"What if the reason your revenue growth feels harder than it should\u2026 isn\u2019t your market, your product, or even your talent but your compensation plan? In this episode of the Go-To-Market podcast, host Amy Cook, CMO and Co-Founder at Fullcast, sits down with self-described \u201cmercenary\u201d of incentive compensation, Dan Walter, to challenge one of the most sacred assumptions in go-to-market strategy: that sales roles, and the way we pay them, are simple.  Dan has spent 30+ years designing variable compensation and pay-for-performance systems. He studies comp tech, AI, and incentive design obsessively \u2014 and writes extensively to sharpen his thinking. In this episode, Dan introduces a powerful metaphor from his time on a Nebraska cattle ranch: Hunters close. Farmers maintain. Ranchers build ecosystems. And here\u2019s something to think about: Half of your best salespeople are probably ranchers, and your compensation plan doesn\u2019t even recognize it. Dan Walter\u2019s Hot Takes on Incentive Compensation Short-term quotas sabotage long-term enterprise growth. You cannot motivate consultative sellers with transactional comp plans. RevOps often builds systems for reporting \u2014 not for selling. If your tools help the CFO more than the salesperson, you\u2019ve already lost. Most companies misclassify their top revenue talent. If your revenue has plateaued\u2026 If your enterprise deals take years but your comp plan only rewards quarters\u2026 If your best salespeople don\u2019t fit neatly into \u201chunter\u201d or \u201cfarmer\u201d\u2026 You\u2019re going to want to hear this.  Sponsored by Fullcast and Silicon Slopes, Go-To-Market with Dr. Amy Cook dives deep into the industry insights and best practices that revenue, sales, and marketing leaders need to stay competitive. Tune in each week for a new episode!        ","author_name":"Go To Market","author_url":"https:\/\/sites.libsyn.com\/540137","html":"