Your sales team may be creating revenue patterns your business cannot afford. The wrong compensation structure can turn growth into a profitability problem.

Revenue does not always equal value. The quality of the revenue, the timing of deals, and the behaviors rewarded inside the sales organization determine whether growth strengthens or weakens the business.

A compensation plan is a signal to your sales team about what matters most. When incentives and company economics are disconnected, CEOs can see unexpected deal timing, lower-value revenue priorities, and pressure on profitability.

The challenge is that these issues often remain hidden until leadership examines margins, cash flow, or the long-term value of the company.

Mike Brunnick from Valor Advisors shares the hard-earned lessons behind aligning sales incentives with profitable growth, including why compensation plans influence behavior long before CEOs see the financial impact.

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