One10 has outlined a process for building sales incentive programs that connects business objectives, participant engagement, reward delivery and evaluation. Published on March 17, 2020, the guidance addresses the operational decisions behind a program, including which people it should reach and how the results will be measured.

The company recommends defining measurable objectives before selecting rewards or technology. The participant group can extend beyond direct sales representatives to service and support employees and channel partners whose activities contribute to sales. Identifying those roles helps determine what the program will recognize and how earning opportunities will be communicated.

Rules should explain the required activities and the rewards available, with expectations that participants can understand. One10 emphasizes a clear relationship between the earning criteria and the business goal. It also calls for fairness in the design so that participants can see how their own actions connect to the program.

The technology experience is part of keeping people involved. One10 recommends a mobile-first platform built around users' needs, supported by communications that explain the offer and sustain engagement. Reward choices in the guide include merchandise, gift cards, event tickets and individual travel, allowing the selection to reflect different interests.

Redemption activity provides one way to see whether participants are engaging with the rewards. Where usage is low, the company recommends reviewing communications and following up with the audience. That makes fulfillment and redemption relevant to program management as well as the final delivery of an award.

Evaluation should begin with the objectives and continue during and after the program. One10 discusses reviewing progress at the outset, midway through delivery and at the end, with further analysis afterward. This applies to an individual sales promotion as well as a longer program cycle.

The company's approach combines measures of the intended business outcome with return on investment and participant activity. That gives program owners a basis for assessing the rules, communications and reward mix together when deciding how to adjust the next promotion.