Page 16 - Engagement-Strategies-Mag-ESM18.2

CASE STUDY

HPTaps

FantasySalesTeam

for Game-Based

Motivation

Based on the popular concept of fantasy sports teams, this

unique incentive program has proven to be a highly effective
motivator with Hewlett-Packard’s salespeople, helping them
produce some eye-popping results

ustin, TX-based FantasySalesTeam was developed by a team DISPARATE CULTURES
of software industry veterans and people that have been in
Athe trenches by phone, foot and plane selling and managing Technology leader Hewlett-Packard has been actively leveraging
teams. The company is run by people who are truly passionate FantasySalesTeam since 2013. Rick Hanson, VP Worldwide Sales and
about helping organizations drive higher performance from their Field Operations, discussed some of the challenges his business was
sales force and who want to run a better breed of sales contest. facing before they implemented the program: “I had a very diverse
sales organization with many disparate cultures. The organization
Working with hundreds of sales managers and thousands was formed through many acquisitions, and it was my job to
of reps, FantasySalesTeam recognizes that a simple software bring them all together as a single team with a common culture.
platform is necessary to run a truly great incentive program, one We needed to have a clear understanding of what metrics were
that’s fexible and customizable to ft any sales environment, important and how they were being measured and inspected. We
can monitor dozens of performance metrics without operational then had to formulate and execute a consistent go-to-market that
hassle, and rewards competitive as well as team-based selling. leveraged the metrics and inspection cadence.”
FantasySalesTeam encourages sales representatives by using Hanson had tried running sales contests with his team prior
a Fantasy Football model. By choosing their team, sales reps can to this, but with less-than-stellar results. “Most sales contests we
compete and earn points when their team wins deals. It’s a natural ran were very tactical and binary,” he says. “We had a single goal
and obvious use of gamifcation in an incentive context that has and the reps who achieved that goal were rewarded. Only a certain
worked well for numerous companies. number of reps actually paid attention – those that had no way
“Gamifcation can have tremendous impact in an enterprise of achieving the goal didn’t participate – so the same reps were
environment,” noted Adam Hollander, President & CEO of consistently winning and participating.”
FantasySalesTeam, in a recent Fast Company article. “I’ve seen that FantasySalesTeam changed the game. “No longer was it a
frsthand on dozens of occasions. But you shouldn’t implement single carrot that was put out there for a sales executive to chase
gamifcation for gamifcation’s sake. First, you should identify with a single goal,” Hanson explains. “We could now put several
exactly what business problem you’re looking to solve. Then you metrics in place and the prize is more than monetary; because
need to ensure whatever gamifcation solution you’re evaluating of the style of the game – winning amongst your peer group in a
will have a direct and measurable impact against that problem.” teaming design is also a motivator.”

16 engagement strategies Vol.18 Issue 2