Matthew Brown's Analyst Perspectives

For decades, organizations have treated sales incentive compensation as a separate entity, isolated from the broader total rewards strategy. This isolation stems from historical operations, where sales compensation is designed and managed within Sales, with periodic budget oversight from Finance, while HR focuses on base pay, benefits and equity. Unfortunately, this siloed approach, further reinforced by outdated technology and entrenched business practices, limits companies from fully leveraging their total rewards strategy. As a result, I predict that by 2028, many companies will find their compensation processes ineffective, prompting a critical assessment of their alignment with desired priorities and values. Yet, change is on the horizon. Forward-leaning organizations are beginning to understand that sales incentives do not need to exist in isolation. A unified total rewards strategy can drive better business outcomes, necessitating collaboration across HR, Sales and Finance. Executives from each of these functions bring distinct perspectives to compensation strategy. Traditionally, these leaders have operated independently, with HR focusing on compensation structures, Finance controlling costs, and Sales emphasizing revenue-driving incentives. However, a modern approach to total rewards integration calls for shared leadership that ensures incentives align with not only short-term revenue goals but also the long-term success of the business. This shift requires moving away from focusing merely on transactional metrics, such as customer acquisition or quarterly renewals, to prioritize enduring drivers of success like skills development, employee engagement and overall business performance. The persistent separation of sales incentive compensation from the broader total rewards framework is often the result of several factors. Many organizations still rely on legacy technology that lacks the capability to integrate sales incentives with HR data, leading to a lack of cross-functional visibility. Additionally, long-standing business practices reinforce the belief that sales incentives must be managed in isolation. Furthermore, the misalignment of metrics means that sales teams often chase short-term performance indicators, while HR remains centered on long-term workforce engagement and talent development. As a consequence, incentive compensation tends to be reactive rather than strategic. A modern, integrated HR technology ecosystem can dismantle these silos by fostering a comprehensive approach to incentive compensation. Today’s advanced compensation planning solutions facilitate the integration of incentive compensation with broader HR data, such as skills depth and talent pipeline strength, thus providing a more informed rewards framework. By leveraging cloud-based platforms, HR, Sales and Finance can work from a shared dataset, enhancing transparency and collaboration. Additionally, this integrated technology empowers organizations to incentivize behaviors that support sustained growth, such as skills development and customer success. Investing in appropriate technology enables organizations to create a dynamic and responsive compensation model that balances financial discipline with the realities of a modern workforce. A significant yet often overlooked opportunity in incentive compensation lies in its potential to enhance overall workforce engagement. When organizations consider sales incentives in isolation, they miss the broader impact of compensation on employee behavior across the organization. By 2026, I predict that more than one-third of companies utilizing compensation management and people analytics will gain a competitive edge through effective collaboration between HR and Finance, leveraging market pay insights. Adopting a unified total rewards strategy, supported by modern technology, allows companies to foster cross-functional collaboration. When sales incentives are aligned with the overall objectives of the company, employees across departments engage more cohesively toward shared goals. Opportunities for professional growth are crucial for all employees, including sales teams, and aligning incentives with learning and development cultivates a culture of continuous improvement. Furthermore, compensation structures that strike a balance between immediate incentives and long-term career progression are more likely to retain top talent. The financial advantages of integrating sales incentive compensation into a global total rewards strategy extend beyond mere budgeting efficiency. Organizations that embrace a holistic approach can enhance cost efficiency by preventing over-investment in short-term gains that do not support sustainable growth. Additionally, engaged employees tend to stay longer, minimizing the expenses associated with turnover, recruitment and onboarding. When compensation strategies align with workforce development and engagement, organizations see increased returns on their total rewards investments. While CFOs prioritize financial discipline, it is essential to recognize that workforce impact is often the key driver of financial success. To truly establish a global total rewards strategy, CFOs, CHROs, and CROs/CSOs must actively dismantle compensation silos. This transformation necessitates greater collaboration across functions, allowing Finance, HR and Sales leaders to design compensation models aligned with both business and workforce objectives. It is crucial to rethink budgeting approaches, reframing sales incentives from isolated budget items to integral components of a broader workforce investment strategy. Strategic investment in modern compensation planning solutions that integrate with HCM and finance systems is essential for enabling a unified approach to total rewards. As organizations navigate an increasingly complex talent landscape, those willing to embrace this transformation will be positioned to drive both financial success and long-term workforce engagement. It is time for HR, Finance and Sales leaders to unite, ensuring that incentive compensation evolves beyond being a mere reporting tool for Finance to become a central driver of enterprise-wide success. Regards, Matthew Brown

Matthew Brown's Analyst Perspectives

Silos in HR, Sales and Finance for Total Rewards Strategy

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