Incentive Program “Framing” - Not the Picture Kind

In digging through some of the posts and articles I’ve starred in my reader this morning I ran into a post I put into the pile about a year ago.  March 2011 to be exact.  It was on the LeadFormix blog and it was entitled: “Focus on Generating Opportunities not Leads.”

You can link out to the article which isn't bad but the reason I starred it for future reference is that is made me think about how you frame an incentive activity and how that can affect the program outcome.

Leads VS Opportunities

Many lead generation incentive programs are focused on filling in blanks.  Adding people to the CRM database.  The rules might be something like:  “10 Points for every lead that includes, company name, contact name, company size, competitor – you name it." 

Each program will have its own data fields.

Overall, the goal of the program is to create a list of possible contacts that could buy your product.  The company can then send a sales person to hunt them down and sell them – or put them in a marketing database for newsletter follow-ups and other e-marketing initiatives.

The point is that the goal of the program – based on the rules – is really about filling in data.  It’s about filling in form fields.  It’s very – tactical.

What if you changed the framing on the program rules from “lead generation” to “opportunity identification?”   What if you rewarded people for similar “data” fields but also added something in there about defining how they could use the product or service you are hoping they buy?

Frames are Small But Important

Adding the idea that we are rewarding people for identifying opportunities will change the way they approach the program.  No longer are the participants just filling in fields – they are thinking about your product and service and connecting it to the data they pass onto sales and/or marketing.

While it may seem trivial – changing the framing can affect the program results.  Changing the frame changes the interaction your audience has with the program.

Think about your incentives – both internal and channel – can they be reframed to drive different behaviors?  Can you change how you position what it is you are really trying to do and realize greater success?

Or – you could do a lead generation program and get leads – whether they are real leads, real opportunities or just names pulled from the phone book.

What do you think?  Does reframing change the program outcome or are we talking distinctions without differences?

 

 

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Comments

[Roy Saunderson]

Good point Paul.

I think this moves the incentive towards becoming a leading indicator versus a lagging indicator.

It also helps produce greater meaning to the whole purpose rather just filling in the data.

Thoughtful perspective!

Roy

[Paul Hebert]

Thanks for commenting Roy. When we ask for "data" we get data. When we ask for something else we get something else. Too often we allow the "form" to dictate the function.

[Scott Crandall]

Paul --- I'm thinking you could ask your people to identify the product, service or program that they would recommend to the "target" lead. And then find a way to follow up to see where that opportunity went, and add bonus points if the targeted opportunity turned out to be reality. That way you'd encourage your people to put some real thought in the entry, and not just go with a "boilerplate" fill-in.

[Paul Hebert]

Scott - exactly - ask for "names" you get names - ask for something else - you get that. All in the way you package the request.