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Revenue psychology: The science behind incentives & seller motivation

Leading business school academics explore the core drivers of seller motivation

Facing massive targets and constant change, why do some teams engage, some stall, and some quietly disengage? This session explores the most recent research behind sales motivation, performance, and incentives. We'll look beyond compensation into the deeper forces shaping how sellers respond to goals, rewards, and pressure.

In this session we'll cover:

  • The core psychological drivers shaping effort and decision-making, beyond pay alone (i.e. not just pay mix and rates).
  • Why the same incentive can motivate one seller and demotivate another. Plus, specific ways to influence sellers when performance and motivation is uneven like this.
  • How fairness, clarity, and perceived control affect effort, trust, and performance.
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This conversation is part of the Nudge 2026 Series. Complete the below and we'll give you access to all 5 discussions!
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What we'll cover

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With your hosts:

Michael Ahearne

Professor and CT Bauer Chair of Marketing, University of Houston

Kevin Bradford

Professor, University of California, Irvine

Nabeil Alazzam

CEO & Founder, Â鶹Çøai

Nabeil Alazzam is the founder and CEO of Â鶹Çøai, the only Sales Performance Management (SPM) platform that leverages AI and data science to optimize and individualize sales compensation for large enterprises. With over $1 trillion spent each year on sales compensation in North America, he founded the company in 2016 with a vision that AI could disrupt the wasteful legacy approach to incentivizing and motivating sellers. Â鶹Çøai’s SPM platform now processes billions in commissions annually for customers worldwide. Prior to starting Â鶹Çøai, Nabeil was a sales force effectiveness consultant for Fortune 100 companies and developed a deep understanding of the inefficiencies in enterprise sales organizations and the way they manage sales compensation.

Michael Ahearne

Professor and CT Bauer Chair of Marketing, University of Houston

Kevin Bradford

Professor, University of California, Irvine

Nabeil Alazzam

CEO & Founder, Â鶹Çøai

Nabeil founded Â鶹Çøai in 2016 with a vision to completely disrupt the SPM space. Prior to founding the company, Nabeil consulted on sales force effectiveness for Fortune 100s, developing a deep understanding of enterprise sales organizations and how they manage sales compensation.

Michael Ahearne

Professor and CT Bauer Chair of Marketing, University of Houston

Kevin Bradford

Professor, University of California, Irvine

Nabeil Alazzam

CEO & Founder, Â鶹Çøai
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Revenue psychology: The science behind incentives & seller motivation

Leading business school academics explore the core drivers of seller motivation

Watch now

This conversation is part of the Nudge 2026 Series. Complete the below and we'll give you access to all 5 discussions!

What we covered in this event

Facing massive targets and constant change, why do some teams engage, some stall, and some quietly disengage? This session explores the most recent research behind sales motivation, performance, and incentives. We'll look beyond compensation into the deeper forces shaping how sellers respond to goals, rewards, and pressure.

In this session we'll cover:

  • The core psychological drivers shaping effort and decision-making, beyond pay alone (i.e. not just pay mix and rates).
  • Why the same incentive can motivate one seller and demotivate another. Plus, specific ways to influence sellers when performance and motivation is uneven like this.
  • How fairness, clarity, and perceived control affect effort, trust, and performance.

What Should This Say?

No items found.

Join to hear from speakers:

Michael Ahearne

Professor and CT Bauer Chair of Marketing, University of Houston

Kevin Bradford

Professor, University of California, Irvine

Nabeil Alazzam

CEO & Founder, Â鶹Çøai

What past attendees are saying...

“What is amazing about Â鶹Çøai is that—internally, we don’t need the skills to configure a comp tool or our data—Â鶹Çøai’s automation helps us do this and turnaround changes much faster than we would ever be able to with any other ICM.â€

Suzanne Shadgett

Senior Financial Executive, Stryker

“Â鶹Çøai provides flexibility like no one else in the category. With their real-time modeling, I can apply any idea I have against last year’s data to see how much it would cost and what it could actually achieve." 

Dr. Robert Bieshaar

Global Head of Sales Compensation, Autodesk 

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