The Sales Comp Guy

Christopher Goff
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The Sales Comp Guy is the podcast for sales leaders, sales employees, and comp professionals who want a clearer, more honest understanding of how compensation really works. Hosted by Christopher Goff, the show takes on the moments when quotas shift, payouts feel off, or a comp plan stops making sense. More than troubleshooting, it's an exploration of what those friction points reveal about trust, performance, and the business behind the plan.

Episodes

  1. Nov 3

    How Incentives and Recognition Shape Sales Performance

    A great sales compensation plan should make one thing obvious: what success looks like and what a rep earns when they achieve it. In this episode, Christopher Goff sits down with Erik Charles, sales compensation expert and author of The Carrot Is the Stick, to explore how incentives, psychology, and technology shape sales performance. Erik shares lessons from more than three decades across consulting, sales, marketing, and sales compensation, including his time at Callidus and Xactly and his current work at Variabl. The conversation breaks down what makes compensation plans actually work, from keeping incentives simple enough for reps to understand to setting realistic quotas and paying people quickly. Erik explains why only 40 percent quota attainment should raise questions, how overly complicated plans can drive the wrong behavior, and why rewards and incentives serve very different purposes. He also shares how recognition, competition, and even simple contests can influence performance, along with why the best compensation plans clearly connect effort, outcomes, and earnings. What you’ll learn Why simple sales compensation plans are often the most effective How incentives, recognition, and competition shape seller behavior Why realistic quotas and clear earning potential matter for performance Jump into the conversation (00:00) Meet Erik Charles (00:53) From bartender to stockbroker to sales comp consultant (03:20) The Callidus story and early sales comp software (05:00) Joining Xactly and the power of aggregated data (07:28) Academic research at MIT: the Peter Principle in sales (09:20) Gambler's fallacy and SDR rejection (11:04) Leaderboard research and what information to disclose (12:23) The Braided Line: three strands of expertise (15:48) The Rule of Three for incentive measures (17:50) Why MQLs don't exist and measuring marketing on SQOs (19:45) The quota crisis: only 40% of reps make quota (24:25) The power of recognition between rewards and  incentives (29:15) Proudest sales moment: closing the Australia deal (38:16) The evolution from on-premise to AI-powered software (54:42) Why Erik’s book is called The Carrot is the Stick Connect with Erik Charles: https://www.linkedin.com/in/erikcharles/  Get The Carrot and the Stick: https://a.co/d/0iXNUBWx  Explore Variabl:https://variabl.com/  Connect with Christopher Goff https://salescompguy.com

  2. Oct 20

    The Five Laws Behind Sustainable Sales Success

    The best salespeople don’t make money the target. They focus on creating value, serving others, and letting the results follow. In this episode, Christopher Goff chats with Bob Burg, co-author of The Go-Giver and author of Endless Referrals, to explore the principles behind a sales philosophy built on value, trust, and service. Bob shares how his early struggles in sales led him to discover the power of systems, why relationships helped turn an idea into a bestselling book, and what decades of studying successful people taught him about sustainable success. The conversation breaks down the five laws at the heart of The Go-Giver, from creating more value than you take in payment to understanding how serving more people can lead to greater compensation. Bob explains why buyers do not care about your quota, why authentic selling starts with understanding what another person actually values, and why giving and receiving are two sides of the same exchange. He also shares the advice that changed his approach to sales: shift your target from making money to serving others. What you’ll learn Why money should be the reward, not the target, in sales How value, trust, and service create sustainable sales success Why great selling starts with the other person’s needs Jump into the conversation (00:00) Meet Bob Burg (02:22) The origin of Endless Referrals (04:35) Meeting John David Mann and the Go-Giver idea (07:43) Influences and mentors who shaped Bob's career (09:09) The journey from broadcasting to sales (11:25) Why success is an inside job (14:39) The five laws of stratospheric success (16:44) Law 1: Value (20:39) Law 2: Compensation (22:55) Law 3: Influence (26:11) Law 4: Authenticity (29:08) Law 5: Receptivity (32:40) Why selling is serving (35:52) Creating a benevolent context for success Connect with Bob Burg: https://www.linkedin.com/in/bobburg/  Explore The Go-Giver: https://thegogiver.com/the-go-giver/  Explore Endless Referrals:https://a.co/d/0hr5aUoI  Connect with Christopher Goff https://salescompguy.com

  3. Oct 6

    Why Transparency Wins in Sales

    Sales teams don’t need more pressure. They need better systems, better incentives, and a deeper understanding of how buyers actually make decisions. In this episode, Christopher Goff sits down with Todd Caponi, author, sales historian, and former CRO, to explore the lessons modern sales leaders can learn from more than a century of sales evolution. Todd shares how studying the history of sales revealed that many organizations have moved away from principles that once created stronger teams, from territory-based quotas to buyer-focused forecasting. The conversation explores why transparency can become a competitive advantage rather than a liability. Todd and Christopher cover how leading with risks, limitations, and qualifying misalignments can build trust while accelerating the sales cycle. Todd also breaks down why many quota and compensation systems fail, how his Five Fs framework helps leaders create structure, and why negotiation should focus on creating mutual value rather than simply making concessions. He closes with why the future of sales will belong to those who help buyers make better decisions through trust, service, and human connection. What you’ll learn Why transparency can help sellers build trust and close deals faster How outdated quota and compensation systems create misalignment Why buyer behavior is the key to more accurate forecasting Jump into the conversation (00:00) Meet Todd Caponi (01:25) From newspaper ads to overnight shipping (03:54) Dumpster diving for competitive intel (06:15) SAP, Y2K, and the dot-com bubble burst (07:36) On buying a sales training franchise that failed (09:52) How Todd became a sales historian during COVID (11:56) The history of sales compensation from the 1800s (22:06) The Transparency Sale origin at PowerReviews (30:15) The five Fs of revenue leadership (50:01) Four Levers Negotiating: a new framework (01:03:21) Best and worst sales comp experiences (01:08:33) Life lessons from 100+ years of sales history Connect with Todd Caponi: https://www.linkedin.com/in/toddcaponi/ Explore Todd’s website:https://toddcaponi.com/  Get The Transparency Sale: https://toddcaponi.com/the-transparency-sales-book/ Get The Transparent Sales Leader:https://toddcaponi.com/the-transparent-sales-leader/  Connect with Christopher Goff: https://salescompguy.com

  4. Sep 1

    Why "Enthusiastic Skepticism" Is the Right Way to Approach AI in Sales

    Sales success still comes down to human connection, disciplined leadership, and honest incentives. No AI shortcut or clone-army hiring strategy can replace them. In this episode, Christopher Goff sits down with Stuart Miller, a 40-year veteran of sales and sales leadership who moved from psychiatric nursing and hospital management in the UK's NHS into a career selling and leading teams across healthcare IT, ERP, and generative AI implementation at the Mayo Clinic. Stuart explains how his background in clinical management gave him a head start on leading people long before he ever carried a sales bag and why he calls himself an "enthusiastic skeptic" when it comes to today's AI hype. The conversation covers why sales is still fundamentally "a contact sport" no matter how much selling has moved virtual, and why AI-generated "ideal customer profiles" are a poor substitute for real client discovery and rapport-building. Stuart shares his train-coach-augment-return framework for managing underperforming reps, why he refuses to build "clone army" sales teams, and the best and worst comp experiences of his career. He and Chris also dig into resilience, from turning around a failing hospital unit in his twenties to bouncing back from a double lung transplant, and why intellectual curiosity is the most underrated skill in selling. What you’ll learn Why AI can't manufacture the trust and rapport that actually closes deals How to manage underperforming reps before you write them off Why comp decisions made in bad faith cost more than the money saved Jump into the conversation (00:00) Meet Stuart Miller (00:52) From NHS nursing to healthcare IT sales (02:42) The pint that led to a sales career  (07:37) Building Sunrise's UK expansion  (12:49) Facing a life-threatening health crisis (14:46) Rebuilding at Mayo Clinic's Al frontier (22:36) Leadership lessons from the NHS  (33:50) People buy from people, not screens (37:28) Cutting through the Al hype  (50:55) The toughest moment of his career (58:57) Comp plan wins and betrayals  (01:11:27) Life lessons: stay intellectually curious (01:25:16) Matching talent to strategy, not the reverse Connect with Stuart Miller: https://www.linkedin.com/in/stuart-miller-haverin/  Explore Haverin: https://haverin.substack.com/  Connect with Christopher Goff: https://salescompguy.com

  5. Aug 3

    Why Sales Comp Tech & AI Fail Without the Right Foundation

    Sales compensation technology only creates value when the processes, data, and incentives underneath it are built to support the right outcomes. In this episode, Christopher Goff chats with Scott Werstlein of OpenSymmetry to explore what 25 years across sales comp implementation, administration, consulting, and sales leadership have taught him about creating real business value. Scott explains why he takes a practical, in-the-trenches approach with clients and teams and why technical expertise matters when helping organizations choose, implement, and improve their compensation systems. The conversation covers where AI can realistically improve sales performance management, why clean data and effective processes must come first, and how poorly implemented technology can create more spreadsheets, workarounds, and frustration. Scott also shares why strong comp plans connect sales incentives to customer success, retention, and completed outcomes rather than rewarding the initial sale alone. He and Chris discuss the overlooked administrative cost of compensation, the importance of staying calm when problems arise, and why sales comp deserves greater investment as a critical part of the go-to-market process. What you’ll learn Why technology and AI cannot fix broken compensation processes How to align sales incentives with customer success and retention Why sales comp operations deserve more attention and investment Jump into the conversation (00:00) Meet Scott Werstlein (03:06) Scott’s start in sales compensation (04:37) Learning every job in the comp kitchen (07:28) Moving from implementation into sales (09:14) How to lead as a player-coach (11:19) Why practical selling builds trust (13:20) Turning AI hype into measurable value (15:48) Building the right foundation before AI (20:41) The best and worst comp plan incentives (23:52) Why consultative selling starts on day one (30:26) Staying calm when an implementation fails (35:55) Detaching from outcomes and learning from failure (39:21) Understanding the true cost of sales comp (49:21) Why sales compensation deserves more investment Connect with Scott Werstlein: https://www.linkedin.com/in/scottpwerstlein/  Explore OpenSymmetry: https://www.opensymmetry.com/  Connect with Christopher Goff https://salescompguy.com

  6. Jul 7

    Why Being Yourself is Your Best Sales Strategy

    Most sales comp plans don’t fail because they’re too simple. They fail because they’re misaligned. In this episode, Shad Williams breaks down what actually drives performance, retention, and sustainable revenue in modern SaaS sales. In this episode, Christopher Goff is joined by Shad Williams, seasoned sales leader and operator, to unpack the realities of sales compensation, leadership, and building high-performing teams in today’s software landscape. Shad shares hard-earned insights from years in SaaS sales—from fixing broken (and overly generous) comp plans to navigating the shift from upfront license models to subscription and consumption-based revenue. The conversation dives deep into why throwing money at sales problems doesn’t work, how to incentivize the right behaviors, and what separates good sales leaders from great ones. They also explore the human side of sales: building trust, leading without ego, creating team-first cultures, and why being “too nice” might actually be a competitive advantage in leadership. If you're in B2B sales, SaaS, or sales leadership, this episode delivers practical frameworks you can apply immediately. What you’ll learn Why most sales compensation plans fail and how to fix them How to align incentives with long-term business success The leadership mindset shift from top performer to effective manager Jump into the conversation(00:00) Meet Shad Williams (00:40) Shad’s transition into sales (01:51) Lessons from a car dealership (03:12) Prioritizing authenticity over sales personas (09:48) Applying the "seek first to understand" philosophy (11:45) The competitive DNA of salespeople (13:29) Transitioning from seller to leader (15:49) Pitfalls of a poor comp plan design (17:26) Software vs. consulting incentive balance (22:31) The distraction of quarterly spiffs (26:32) Career growth and team-based winning (35:53) Valuing sales as a core business function Connect with Shad Williams https://www.linkedin.com/in/shad-d-williams/  Aceso  https://www.aceso.com  Connect with Christopher Goff https://salescompguy.com

  7. Jun 2

    How Better Communication Makes Comp Plans Work

    Sales compensation works best when people understand not just what changed, but why it changed. In this episode, Christopher Goff is joined by Karen Heier to talk through a career built in sales, sales leadership, and the hard lessons that come with earning trust in complex B2B organizations. Karen shares how she moved from laboratory sciences into pharmaceutical sales, then into research and development services, where credibility, customer insight, and follow-through became central to how she sold and led.   The conversation also gets into what makes sales compensation work and what makes it fall apart. Karen reflects on the worst comp plan she experienced, why overly complicated plans create frustration, and how transparency, fairness, governance, and clear communication can help sales teams trust the process even when they do not love every decision. She and Chris also discuss why sales leaders need to protect their teams, why legacy talent cannot be overlooked, and why telling people the “why” behind comp decisions matters just as much as the plan itself. What you’ll learn Why trust and credibility matter in sales and comp How complicated plans create confusion and resentment Why fairness and communication help teams trust the plan Jump into the conversation(00:00) Meet Karen Heier (00:45) How Karen’s path led to sales (04:35) Finding resilience after layoffs (06:06) The journey from seller to leader (09:44) How to build trust through leadership (13:05) Learn to win by understanding the customer (18:52) Selling beyond what you can deliver (23:27) How to lead through collaboration (26:59) The worst kind of comp plan (32:29) How to build trust in comp changes (36:49) Lessons for stronger sales careers (41:16) What is the hardest role in sales? (45:35) Advice for sales comp pros Connect with Karen Heier https://www.linkedin.com/in/karenheier/  Connect with Christopher Goff  https://salescompguy.com

  8. May 27

    Meet The Sales Comp Guy

    The Sales Comp Guy is the podcast for sales leaders, sales employees, and comp professionals who want a clearer, more honest understanding of how compensation really works.  Hosted by Christopher Goff, the show takes on the moments when quotas shift, payouts feel off, or a comp plan stops making sense. More than troubleshooting, it's an exploration of what those friction points reveal about trust, performance, and the business behind the plan.  Through candid conversations and practical insight, Christopher helps listeners better understand the systems that influence sales success. The focus is not generic sales advice. It’s real talk about the decisions, trade-offs, and assumptions built into compensation plans, and what those choices mean for the people whose livelihoods depend on them.  If you have ever looked at a comp plan and wondered what it is really designed to do, this show will help you read it more clearly and see the plan behind the performance.

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About

The Sales Comp Guy is the podcast for sales leaders, sales employees, and comp professionals who want a clearer, more honest understanding of how compensation really works. Hosted by Christopher Goff, the show takes on the moments when quotas shift, payouts feel off, or a comp plan stops making sense. More than troubleshooting, it's an exploration of what those friction points reveal about trust, performance, and the business behind the plan.

Information

  • Creator
    Christopher Goff
  • Years Active
    2026
  • Episodes
    8
  • Rating
    Clean
  • Copyright
    © Christopher Goff
  • Show Website
    The Sales Comp Guy