Cómo crear un programa de incentivos de ventas: Una guía completa

Companies constantly seek ways to boost sales and motivate their sales teams. One effective strategy is to implement a well-designed sales incentive program.

Sales incentive programs are essential for organizations looking to motivate their sales teams, drive performance, and achieve business goals. These programs are designed to provide incentives and rewards to sales professionals based on their performance, ultimately boosting sales and revenue.

Un programa de incentivos de ventas puede aumentar las ventas y mejorar el compromiso y la productividad de los empleados proporcionando recompensas tangibles y reconocimiento por un rendimiento excepcional.

According to a study by the Incentive Research Foundation (IRF), companies that implemented sales incentive programs experienced an average revenue increase of 27%.

En este artículo, exploraremos los pasos clave para crear un programa de incentivos de ventas de éxito.

¿Qué son los programas de incentivos de ventas?

Un programa de incentivos de ventas es un sistema estructurado que recompensa y reconoce a los vendedores por alcanzar o superar objetivos específicos, como cuotas de ventas, objetivos de ingresos o métricas de captación de clientes. Estos programas pretenden crear un entorno competitivo y orientado a los resultados dentro del equipo de ventas.

Los programas de incentivos de ventas son cruciales por varias razones. En primer lugar, proporcionan un marco claro para definir y recompensar los comportamientos y resultados deseados. Las organizaciones pueden orientar a su equipo de ventas hacia actividades que impulsen el crecimiento y la rentabilidad alineando los incentivos con los objetivos empresariales.

En segundo lugar, los programas de incentivos de ventas aumentan la motivación y la moral de los profesionales de ventas. La perspectiva de obtener recompensas y reconocimiento anima a las personas a ir más allá, lo que se traduce en un mayor esfuerzo y rendimiento.

According to a survey conducted by WorldatWork, 75% of organizations consider sales incentive programs as a crucial tool for driving desired sales behaviors and outcomes.

Ventajas de implantar programas de incentivos de ventas

Implementing a well-designed sales incentive program offers numerous benefits to organizations. It drives sales performance, fosters a positive sales culture, and improves overall team dynamics.

• Aumento de las ventas y los ingresos: Al motivar a los vendedores para que alcancen sus objetivos, los programas de incentivos de ventas contribuyen directamente a aumentar las ventas y a generar ingresos para la organización.
• Mejora de la moral y la motivación del equipo: Los incentivos crean una sensación de entusiasmo y sana competencia entre los miembros del equipo de ventas, lo que eleva la moral y la motivación para sobresalir en sus funciones.
• Mayor atención a los objetivos clave: Los programas de incentivos de ventas ayudan a alinear los esfuerzos del equipo de ventas con los objetivos clave de la organización, garantizando que todos trabajen para alcanzar metas compartidas.
• Atracción y retención del talento: Los programas de incentivos bien estructurados pueden atraer a los mejores talentos de ventas para que se unan a la organización y retener a los profesionales de ventas de alto rendimiento a largo plazo.

Recogida y análisis de datos: Los programas de incentivos de ventas suelen implicar el seguimiento y análisis de los datos de rendimiento, lo que proporciona información valiosa para la toma de decisiones estratégicas y la mejora continua.

Types of sales incentive programs

Here are different types of sales incentive programs.

1. Programas de incentivos basados en cohortes

En los programas de incentivos basados en cohortes, los usuarios se clasifican en función de varias cohortes, como los de mayor rendimiento, los de rendimiento medio y los de rendimiento final.

Por lo general, el 5-10% de los usuarios son de alto rendimiento, el 25-30% son de rendimiento medio y el 60-70% restante son de bajo rendimiento. Es importante considerar a estos usuarios de forma diferente porque tienen mentalidades, calibres y enfoques distintos.

Creación de un programa de incentivos basado en cohortes:

• Paso 1: El primer paso consiste en determinar las cohortes de rendimiento de su organización/equipo. Identifique y clasifique el 10% superior, el 30% medio y el 60% inferior de los miembros de su equipo. Clasifique a cada miembro en una de estas categorías.
• Step 2: The objective of the cohort-based incentive program is to motivate and bring up the average performance of the cohort. For doing this, you need to identify the average and maximum performance of the cohort. If the program needs to have a business impact, it needs to push performances to above the average performance of the cohort.
• Paso 3: Siga creando hitos entre la media del grupo y entre el 105% y el 120% del máximo del grupo (para que los mejores de la cohorte estén motivados con el programa).
• Paso 4: Ofrezca preferiblemente incentivos incrementales o incluso fijos por cada hito.

2. Role-Specific Incentive Programs

Sales teams consist of individuals with different responsibilities, and a one-size-fits-all incentive program may not be effective. Role-specific incentive programs ensure that sales representatives, account executives, and business development reps are rewarded based on their unique contributions.

Setting up a role-specific incentive program:

• Step 1: Identify the different sales roles within your team and define their key objectives.
• Step 2: Set performance benchmarks that align with each role’s contribution to the sales process. For example, Sales Development Representatives (SDRs) can be incentivized for booking qualified meetings, while Account Executives (AEs) can be rewarded for closing deals.
• Step 3: Structure rewards based on the complexity of the task. For instance, SDRs could receive a fixed bonus per meeting scheduled, while AEs earn commission-based incentives for exceeding quotas.
• Step 4: Continuously review performance data to ensure the incentive structure remains relevant and effective.

3. Split Sales Incentive Programs

Sales deals often involve multiple team members, from lead generation to closing. A split sales incentive program ensures that all contributors are fairly rewarded, fostering teamwork and collaboration instead of individual competition.

Setting up a split sales incentive program:

• Step 1: Identify roles that contribute to closing a deal, such as SDRs, Account Executives, and Sales Engineers.
• Step 2: Define contribution levels for each role to determine how incentives should be distributed.
• Step 3: Set percentage-based or fixed incentive splits to ensure fair payouts. For example, an SDR who generated the lead may receive 10% of the commission, while the AE closing the deal gets 70%, and the Sales Engineer assisting in technical discussions gets 20%.
• Step 4: Automate tracking and reward distribution to avoid disputes and ensure transparency.

4. KPI & micro-KPI linked incentive programs

Normalmente, los incentivos se conceden en función de la producción final de ventas. Sin embargo, para influir en la producción final, también hay que incentivar la producción intermedia.

Por ejemplo, las demostraciones conducen a oportunidades y las oportunidades conducen a ventas. Cuantas más demostraciones haga un vendedor, más oportunidades generará y más cierres se producirán. Por lo tanto, microincentivar a las personas en función de las demostraciones y las oportunidades influye en el comportamiento de venta.

Establecer un programa de incentivos basado en los KPI:

• Paso 1: El primer paso es identificar los KPI relevantes para los miembros del equipo objetivo
• Step 2: The objective of the KPI-based incentive program is to push team members to complete micro-KPIs that help achieve the End goal. For doing this, you need to individually identify the average and maximum of every Micro-KPIs of the team during the past quarter/period. Your overall target for a KPI needs to be between this average and the maximum achievement. Ideally, this should be at the 2σ mark if your team’s previous performances on each of the Micro-KPIs are plotted on a normal curve.
• Paso 3: Crear hitos secuencialmente para cada Micro-KPI
• Paso 4: Ofrezca incentivos incrementales o fijos por cada hito.

5. Badge-based incentive programs

Es importante valorar los logros y comportamientos de los usuarios con recompensas no monetarias. Las insignias y los certificados pueden utilizarse para motivar a las personas, sobre todo para incluir y motivar el rendimiento en el punto de partida de la consecución del objetivo.

Creación de un programa de incentivos basado en insignias:

• Paso 1: El primer paso consiste en identificar las insignias en función de los hitos del programa
• Paso 2: El objetivo del programa de incentivos basado en insignias/certificados es empujar a los miembros del equipo a completar la distancia entre el inicio del mes y el primer hito gratificante.
• Paso 3: A continuación, cree hitos para cada paso identificado.
• Paso 4: Establecer y ofrecer insignias por cada hito identificado.

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6. Hierarchy-based incentive program

El departamento de ventas suele tener un equipo de ventas regional que depende de un jefe de zona, de un jefe geográfico y de un jefe nacional. Es importante desplegar programas de incentivos en todos los niveles de la jerarquía. Así se mantiene la motivación de cada uno de los niveles en todo momento.

Un programa típico basado en jerarquías podría ser un programa basado en KPI o en cohortes, asignado a cada jerarquía individualmente, con sus propios objetivos.

7. Behavior-based incentive programs

Diferentes tipos de equipos de ventas se enfrentan a diferentes barreras de comportamiento. Algunos pueden sufrir fatiga para mejorar, o ciertos ratios de ventas no están mejorando (como Demo: Cierres, Ventas Cruzadas, Upsells, etc). Los programas de incentivos pueden configurarse para mejorar estos ratios.

Establecer un programa de incentivos basado en el comportamiento:

• Paso 1: El primer paso es identificar los comportamientos/ratios empresariales que se derivan de estos comportamientos
• Paso 2: El objetivo del programa de incentivos basado en el comportamiento es empujar a los miembros del equipo a superar sus ratios de rendimiento estancados. De forma similar a los programas de micro KPI, identifique un rango de valores entre las 2 sigmas y las 3 sigmas de cada uno de estos ratios en su equipo.
• Paso 3: Pasar a crear hitos que comprueben el cumplimiento de cada uno de estos límites de ratio identificados.
• Paso 4: Ofrezca recompensas fijas/ incrementales por cada hito

8. CRM-utility-based incentive programs

Es un hecho que el 70% de los CRM no convencen a los equipos de ventas para su plena adopción. Los equipos de ventas son reacios a cambiar y utilizar un CRM.

Comunicar la dependencia del 100% de los incentivos en la alimentación del CRM del equipo de ventas y crear un programa de incentivos que extraiga datos únicamente del CRM aumenta su uso/adopción radicalmente.

9. Seasonal or time-based incentive programs

Las empresas pueden tener estacionalidad durante el mes o durante el año. Para repartir uniformemente los volúmenes de negocio - Se ponen en marcha programas de incentivos basados en el tiempo.

También se ponen en marcha programas de incentivos estacionales durante la temporada alta de negocios. Esto hace que los usuarios se esfuercen al máximo cuando el mercado tiene más potencial.

10. PIP (Performance improvement programs)

Hay usuarios que no son competentes o no están dispuestos a cumplir/vender. Es importante despedir a esos usuarios de forma objetiva. Los programas PIP (o planes para los próximos 30 días) se configuran en función del rendimiento anterior de los usuarios. El resultado se tiene en cuenta para la retención.

Creación de un programa de incentivos PIP:

• Paso 1: El primer paso consiste en identificar los KPI que el usuario debe completar en los próximos 30 días para poder ser retenido.
• Step 2: The objective of the PIP program is to help retail team members and develop them to become better performers. You need to identify the lower rung of performances of KPIs of the rest of the team during the past period. The target for the PIP KPIs need to be set as this minimum performance. Split these targets into 4 intermediary targets (typically one for each week)
• Paso 3: Crear hitos para cada grupo de KPI del PIP
• Paso 4: Ofrezca insignias en cada hito y, si el presupuesto lo permite, una recompensa.

11. Team-based incentive programs

Para que el equipo se sienta unido, se ponen en marcha programas de incentivos basados en el equipo. Estos programas de incentivos suelen ser geográficos o dirigidos por la dirección.

Un programa típico basado en equipos podría ser un programa basado en KPI con objetivos generales de equipo divididos en hitos.

12. Beat-the-champion incentive programs

Para dar un megaimpulso a los usuarios, se lanza Beat-The-Champion del último mes/trimestre/año. Esto hace que los usuarios (especialmente los de nivel medio y bajo) se animen a conseguir más y a batir al campeón.

Setting up a beat-the-champion incentive program:

• Paso 1: El primer paso consiste en identificar la lista de campeones (los 4 primeros clasificados) y sus respectivos rangos.
• Paso 2: El objetivo del programa Beat-The-Champion es ayudar a los usuarios a superar los logros de estos campeones.
• Paso 3: A continuación, cree hitos para los logros previstos de cada uno de los titulares de rango.
• Paso 4: Ofrezca recompensas en cada hito.

13. Personalized goal-setting incentive programs

Not all sales reps are motivated by the same targets. A personalized goal-setting incentive program allows individuals to choose their targets and rewards, increasing motivation and commitment to achieving results.

Setting up a personalized goal-setting incentive program:

• Step 1: Allow sales reps to select their own sales goals from a predefined set of options. This could include revenue targets, deal volume, customer acquisition, or upsell percentages.
• Step 2: Assign varying reward structures based on goal difficulty. Higher-risk goals with bigger challenges should come with higher rewards.
• Step 3: Provide ongoing performance tracking, allowing reps to adjust their targets mid-cycle if needed.
• Step 4: Celebrate individual achievements through public recognition, badges, and leaderboard rankings to encourage healthy competition.

14. Experiential reward programs

Monetary incentives aren’t the only way to drive motivation. Experiential reward programs focus on offering unique, memorable experiences—such as travel, VIP events, or exclusive access—to inspire peak performance. These rewards create lasting value beyond cash incentives.

Setting up an experiential reward program:

• Step 1: Identify experience-based rewards that resonate with your sales team, such as luxury travel, concert tickets, or exclusive networking events.
• Step 2: Set performance targets that align with these high-value rewards, ensuring that top performers receive experiences that match their effort and results.
• Step 3: Create tiered achievement levels where sales reps can unlock better experiences as they surpass milestones.
• Step 4: Publicly recognize winners and share their success stories to inspire others.

Cómo crear un programa de incentivos de ventas

A well-designed sales incentive program does more than reward performance—it drives behavior, aligns sales efforts with business goals, and fosters long-term engagement. Here’s how to create a structured and effective sales incentive program using Compass.

1. Definir objetivos claros

A sales incentive program needs a strong foundation, starting with clearly defined objectives. Are you looking to increase deal closures, shorten sales cycles, or drive expansion into new markets? Without a clear direction, even the most attractive incentives may fail to deliver results.

Compass ensures that your incentive program aligns with broader business priorities by providing AI-driven insights into sales performance. It tracks individual and team contributions, helping you measure progress against goals in real time. With visibility into key metrics, you can refine strategies and adjust rewards based on actual sales outcomes.

2. Identify key performance indicators (KPIs)

The success of a sales incentive program depends on choosing the right performance metrics. Clear and measurable Key Performance Indicators (KPIs) ensure that sales reps understand what they need to achieve and how their efforts contribute to overall business growth.

Common KPIs for sales incentive programs include:

• Total revenue generated: Encourages overall sales growth.
• New customer acquisition: Drives efforts toward expanding the client base.
• Deal size and value: Incentivizes high-value sales rather than just volume.
• Upsell and cross-sell rates: Motivates reps to maximize revenue per customer.
• Sales cycle length: Rewards efficiency in closing deals faster.
• Customer retention and renewals: Encourages long-term relationship building.
• Lead conversion rates: Focuses on improving sales pipeline efficiency.

Compass automates KPI tracking with real-time analytics and reporting. Sales reps get instant feedback on their performance, while managers gain actionable insights to fine-tune strategies. AI-driven recommendations help identify which KPIs drive the most impact, allowing for continuous program optimization.

3. Design the incentive structure

An effective incentive program goes beyond offering rewards—it must be structured to drive the right behaviors while keeping sales teams engaged. The key is to strike a balance between monetary and non-monetary incentives to appeal to different motivations.

Types of sales incentives to consider:

• Monetary rewards: Commissions, bonuses, profit-sharing, or tiered incentives based on performance.
• Non-monetary rewards: Recognition programs, career advancement opportunities, and VIP experiences.
• SPIFs (sales performance incentive funds): Short-term rewards to boost performance in specific areas, such as closing deals faster or selling high-margin products.
• Team-based incentives: Encourages collaboration by rewarding groups for achieving shared targets.
• Milestone-based rewards: Recognizes consistent performance over time rather than just one-time achievements.

Compass allows businesses to customize their incentive structures based on real-time sales data. With automated commission calculations, dynamic goal-setting, and gamification features, Compass keeps sales reps motivated while ensuring fairness and transparency in payouts. The platform also enables A/B testing of different incentive structures, so you can refine your approach based on what drives the best results.

4. Communicate the program effectively

Even the best-designed sales incentive program can fall flat if it's not communicated clearly. Sales reps need to understand how the program works, what they need to do to earn rewards, and how their performance will be tracked. Confusion or lack of transparency can lead to disengagement, reducing the program’s effectiveness.

Key elements of effective communication:

• Clarity on goals and rewards– Clearly define what behaviors and achievements will be rewarded.
• Multiple communication channels: Use emails, team meetings, dashboards, and one-on-one sessions to ensure everyone is informed.
• Real-time visibility: Allow reps to track their earnings, progress toward targets, and leaderboard standings at any time.
• Regular updates and reminders: Reinforce engagement with periodic updates on performance standings and upcoming opportunities.

Compass simplifies program communication with a centralized dashboard where sales teams can track their progress in real time. Personalized notifications and AI-driven nudges keep reps engaged and focused on hitting their targets. Leaderboards and automated performance updates ensure everyone knows where they stand, driving friendly competition and higher participation rates.

5. Implement the program with the right tools

A well-designed sales incentive program needs seamless execution. Simply announcing incentives isn’t enough—sales reps must have the tools and resources to perform at their best. The implementation phase should focus on equipping the team with everything they need to succeed, from training materials to ongoing support.

Key steps for smooth implementation:

• Provide access to training and sales resources: Ensure sales reps have updated collateral, pitch decks, and product knowledge to close deals effectively.
• Integrate with sales processes: The incentive program should align with existing workflows, making it easy for reps to participate without disrupting their daily activities.
• Offer real-time support: Provide managers with insights into sales performance so they can coach reps and address challenges as they arise.
• Ensure immediate performance tracking: Sales reps should have instant visibility into their achievements, pending rewards, and targets.

Compass streamlines implementation by integrating incentive programs directly into the sales workflow. With real-time tracking, automated commission calculations, and AI-powered coaching, sales teams stay focused and motivated. Personalized dashboards allow reps to see their progress, access resources, and receive timely nudges to help them stay on track.

6. Monitor and adjust the program

A sales incentive program is not a "set-it-and-forget-it" initiative. Regular monitoring is essential to ensure that the program continues to drive the right behaviors and adapts to evolving business needs. Without ongoing analysis, incentive structures can become outdated, leading to disengagement or unintended consequences.

Key aspects of effective program monitoring:

• Track performance trends: Identify which incentives are driving the highest impact and where adjustments are needed.
• Collect sales rep feedback: Gain insights from participants to understand what’s working and what needs improvement.
• Analyze incentive ROI: Compare investment in rewards with revenue growth, deal size, and overall sales productivity.
• Adjust incentive structures when necessary: Modify targets, payout structures, or reward types to keep the program relevant and effective.

Compass simplifies program monitoring with AI-powered analytics that provide real-time insights into sales performance. The platform automatically identifies trends, flags underperforming areas, and recommends optimizations to maximize incentive effectiveness. With Compass, you can continuously refine your program to ensure long-term engagement and business growth.

7. Measure the program’s success

To determine whether your sales incentive program is achieving its intended goals, you need a structured approach to measuring success. Simply looking at revenue growth isn’t enough—you need to evaluate how incentives influence sales behavior, team engagement, and long-term business performance.

Key ways to measure success:

• Compare sales data before and after implementation: Assess improvements in key metrics such as revenue growth, deal size, and conversion rates.
• Evaluate KPI achievement rates: Track how many sales reps are meeting or exceeding their targets.
• Monitor retention and engagement: High-performing sales reps staying with the company longer is a strong indicator of an effective incentive program.
• Assess team productivity: Determine whether sales cycles have shortened and if reps are closing more deals efficiently.
• Gather direct feedback: Conduct surveys or hold discussions with your sales team to identify strengths and areas for improvement.

Compass provides in-depth performance tracking and analytics to measure the effectiveness of your incentive program. AI-driven insights help you understand which incentives are working, which need adjustments, and how the program contributes to overall business growth. With Compass, sales leaders can make data-backed decisions to refine their strategy and continuously improve results.

8. Overcome common challenges

Even the best-designed sales incentive programs can face obstacles. Misaligned goals, lack of engagement, or unclear reward structures can reduce effectiveness. Addressing these challenges early ensures that your program remains impactful and drives consistent sales performance.

Common challenges and solutions:

• Unclear incentive structures: If sales reps don’t fully understand how they’re rewarded, engagement drops. Compass provides real-time dashboards that display earnings, progress, and goals transparently.
• Low participation rates: Some reps may not feel motivated by traditional incentives. Gamification features in Compass, such as leaderboards, achievement badges, and personalized nudges, keep engagement high.
• Lack of Adaptability: Market conditions change, and static incentive programs quickly become ineffective. Compass uses AI-powered insights to suggest program adjustments, ensuring incentives remain relevant.

Delayed payouts and tracking issues: Manually calculating commissions can lead to errors and disputes. Compass automates commission calculations, eliminating delays and ensuring accurate, transparent payouts.

Sample sales incentive plan structure 

Program Name: Q2 Sales Performance Incentive Plan

Objective: Increase overall revenue by 20% and improve customer acquisition through targeted sales efforts.

Eligibility: All sales representatives and account managers

Duration: April 1 – June 30

Incentive types

Monetary incentives:

• 5% commission on all closed deals
• $1,000 bonus for exceeding quarterly sales targets by 15%

Non-monetary incentives:

• "Top Performer of the Quarter" award with a $500 gift card
• Exclusive sales training and mentorship for top 3 performers

Team-based incentives:

• If the entire sales team reaches the 20% revenue growth target, each member gets a weekend retreat package

Performance metrics & rewards

Payout structure

Flat-rate commission: 5% commission on all sales

Tiered commission: 7% commission for sales exceeding $75,000 in a quarter

Bonus thresholds: $1,000 bonus for 10+ new customers

Communication & tracking

• Communication plan: Weekly team meetings, performance dashboards, and email updates
• Tracking tools: Salesforce CRM, real-time sales leaderboard

Review & adjustments

• Evaluation frequency: Mid-quarter and end-of-quarter reviews
• Feedback mechanism: Monthly surveys to assess program effectiveness

This sales incentive program is designed to drive motivation, increase revenue, and reward high performers while ensuring sustainable growth.

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Conclusión

Un programa de incentivos de ventas bien diseñado puede ser una poderosa herramienta para aumentar las ventas, mejorar el compromiso de los empleados e impulsar la productividad.

Siguiendo estos pasos clave, puede crear un programa que se alinee con sus objetivos empresariales e impulse los comportamientos deseados de su equipo de ventas. Acuérdate de supervisar y ajustar continuamente el programa en función de los datos y los comentarios, y celebra los éxitos de tu equipo.

Preguntas frecuentes

He aquí algunas preguntas frecuentes sobre los programas de incentivos de ventas.