Telecommunications Innovation Case Studies

The Problem With “One-Size-Fits-All” Sales Incentives - Spain

Vodafone’s incentives problem was not effort. It was longevity. When incentives are built around cash alone, people spike, then drop. And when the system treats everyone the same, motivation fades even faster.

Over 3 months in Spain, we ran discovery with sales teams to understand what actually drives sustained engagement. We segmented motivation types and designed an incentives experience that works like a game, not a payout. The point was to make participation feel competitive and social, so it becomes self-reinforcing instead of constantly needing bigger rewards.

We delivered a redesigned end-to-end engagement model and a motivation-to-mechanics framework that showed how to keep different performer types engaged over time. The outcome was a clear, decision-grade design direction that Vodafone could take into build, with a structure that moves incentives beyond short-term cash and into sustained competition, status, and community.

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