Anti-Strategy – How Sales Compensation Can Accelerate It – Part V

The Group50^® series on Anti-Strategy, characterizes situations wherein talented, driven and well-intentioned employees unintentionally act against their company’s best interests. Anti-Strategy often occurs when strategy is unclear or information is lacking. Is there another cause that feeds Anti-Strategy? Is it possible, to have Anti-Strategy designed into the company’s own processes or policies? Absolutely! Let’s consider how this can happen in sales compensation systems.

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Anti-Strategy causes a negative impact on Market Effectiveness and your customers know it.  Let’s start with a couple of definitions before we get into the meat of this article: Anti-Strategy: Conscientious employees trying to do the right things without the guiding principles of a clear strategy.

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” Anti-Strategy ” is defined as result of the set of activities initiated by well-meaning people who don’t have a corporate strategy to guide their thinking. As you can imagine, without an overarching corporate strategy that properly focuses demand creation and the supply chain, a lot of decisions can be made that will sub optimize performance. If you think about (more…)

In consumer businesses, the answer is “Absolutely!” But what about in business-to-business (“B2B”) categories? If you type into your favorite search engine, “Do B2B brands matter?” it will surface a number of research-backed articles that emphatically declare, “Yes!” The skeptic might challenge, however, “Sure, if I’m Intel or some other mega-budget giant in a high profile category.”

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