“Growth without efficiency is chaos. Efficiency without growth is stagnation.”
As sales leaders, we all dream of having our top-performing reps work the biggest, most strategic deals, especially when the pressure is on to close out a critical quarter. But here’s the problem: that’s not how traditional territory and quota planning works.
For decades, sales teams have operated under a rigid, annual planning model. Reps are assigned a territory in January, handed a quota, and then told to go figure it out—regardless of how market conditions, customer readiness, or rep performance evolve throughout the year. It’s a system built for predictability, not performance.
And it’s time we changed that.
The Case for Dynamic Deal Allocation
Let’s look at the numbers: on high-performing sales teams, the top 20% of reps generate more than 75% of total revenue. These are the reps who consistently over-achieve on quota, bring in your most valuable customers, and become the aspirational benchmark for the rest of the team.
So why wouldn’t you want to make sure these reps are always working the most promising opportunities?
Traditionally, you couldn’t just swap in your top closer at the last minute—deals have history, and so do customer relationships. But thanks to advances in RevOps and AI-powered platforms like Fullcast, that’s no longer a fantasy. We now have the ability to dynamically allocate opportunities based on live performance data, deal readiness, and sales rep capabilities—every quarter, not just once a year.
Why This Matters for Commission Planning
Here’s where it gets interesting. Efficient commission planning isn’t just about fairness—it’s about motivation, alignment, and results. By dynamically aligning the best reps with the most promising deals, you don’t just improve win rates. You create a culture of performance-based opportunity:
- Top reps are rewarded with high-value deals and higher earning potential.
- The company wins by maximizing revenue from high-probability opportunities.
- Customers win by being matched with the reps who understand their needs best.
It’s not just a compensation strategy—it’s a performance engine.
Read more: Build a Commission Plan That Motivates Top Performers
Enter Modern RevOps: Strategy Meets Execution
Ryan Westwood, co-founder and CEO at Fullcast, recently defined the emerging role of RevOps during the opening keynote at this year’s RevOps AF conference. He said that RevOps sits at the intersection of revenue, operations, and strategy and is uniquely positioned to drive efficient growth. From board metrics to GTM pivots, RevOps now has a seat at the table with the CEO, CFO, and COO.
Salesforce research shows 76 percent of your customers expect consistency across company departments. RevOps is a natural fit.
Instead of siloed planning, a modern RevOps engine ensures:
- Marketing identifies the most relevant accounts, aligned to your ICP.
- Sales gets account assignments in real time, based on live pipeline and performance metrics.
- Customer Success feeds back critical post-sale insights, shaping how we define our “best-fit” customers moving forward.
This creates a closed-loop GTM system that recalibrates every quarter—so you’re always chasing the right accounts, at the right time, with the right people.
It’s Time to Leave 2015 Behind
The reality? Most companies are still running Revenue Operations like it’s 2015:
- Annual territory planning with no real-time adjustments.
- Disconnected marketing campaigns that generate leads from accounts sales doesn’t own.
- CS teams struggling to support customers that were never an ideal fit to begin with.
We can do better. We have the tools. We have the data. Now, we need the mindset.
Don’t Just Report the Numbers. Shape the Strategy.
The future of efficient growth lies in dynamic, meritocratic, and connected planning—where commission plans aren’t just incentives but strategic levers to drive alignment across the business.
Read more: 3 Ways to Build a Killer Sales Comp Plan
So yes, you can get your best reps on your best deals. But it starts with smarter, more flexible commission planning and a RevOps strategy that keeps pace with change.
Because when performance drives opportunity, everybody wins.
