Brightspot Incentives & Events has identified five planning problems that it says can undermine an incentive program: limited audience research, unrealistic timing, poorly matched rewards, late reporting decisions and insufficient communication.

In guidance published on April 24, 2025, the agency urged sponsors to understand the participants before choosing a reward catalog. It used gift cards as one example of an award that a program manager may like but that still needs to fit the audience and the effort required to earn it.

Brightspot also warned against setting a short promotion window for products with a long sales cycle. Its suggested planning heuristic was a program lasting two or three sales cycles, with time allowed for participants to learn the rules and redeem rewards.

On measurement, it recommended defining success and required data fields before launch. Examples included region, sales stage and participant role, so reporting can support the intended business question.

The communications advice called for a sequence of pre-launch, launch and ongoing messages, including personalized statements and notifications when points are earned or milestones reached. Print materials were presented as another available channel.

Brightspot’s broader recommendation is to keep the initial rules understandable and tailor programs for internal sales teams and external channel partners separately. The article offers design guidance, rather than a measured outcome from a newly launched client program.