Many incentive programmes fail. Not because they lack rewards, but because they fail to change the right behaviours.
Your team spent weeks defining the ideal customer profile, analysing purchase intent signals and selecting the accounts with the greatest potential. Marketing did its job. Sales managed to open conversations. Everything suggested that the opportunity would eventually turn into business.
Most technology companies have been investing in organic search visibility for years. They have optimised websites, worked on keywords, developed content strategies and built authority to appear among the top results on Google.
You already have the leads. You generated them through a well-segmented campaign, specific technical content and messages tailored to the IT decision-maker profile. Marketing has done its part. And yet, days go by and no one from the sales team has contacted them.
Filling a room isn’t the same as filling your pipeline. Many technology companies invest thousands of euros in events, fill the venue and get plenty of applause… But if, after the event, the sales team doesn’t have valuable conversations, advanced meetings or an activated pipeline, the event ends up being little more than a visibility exercise with limited commercial impact.
