RESUMEN: In this program, Stanford Graduate School of Business Professor Edward Lazear defines the key elements of sales force incentives, providing managers with the tools needed to design effective compensation structures. Using case examples, Lazear describes how compensation can become a powerful lever in increasing productivity. He argues that the right balance of fixed and variable compensation is critical to maximizing sales without undermining other important objectives. Learn how to think creatively about pay structures while ensuring that these incentives are aligned with corporate goals. Detailed slides, a learning guide, a compensation exercise, and critical thinking questions are included.