Designing Sales Incentives That Drive Results In Transportation And Logistics with Beth Carroll

Want sellers to chase profit instead of empty volume? We sat down with Beth Carroll, CEO of Prosperio Group, to unpack how compensation design can sharpen focus, strengthen culture, and keep teams motivated through freight cycles. We walk through the foundations - target total compensation, target incentive, and the mechanics that fit each role -then dig into the real differentiator: role-based pay mix. Hunters who ask for the signature thrive on higher risk and upside; account managers who protect and expand existing business need stability to think long term. Get the mixes right and behavior follows.

From there, we talk strategy. Flat commissions on linehaul or margin are simple, but they often pay for the wrong wins. If profitability matters, tie pay to the customers, lanes, and deals that actually create value. If goals matter (and when don’t they?)make them matter in the paycheck with quota kickers, accelerators, or tiered rates above target. Beth shares practical fixes you can deploy fast, plus a reminder that incentives act like a megaphone for priorities. Choose a small set of metrics that align with your vision and culture, then make the math crystal clear.

Transparency and compliance carry the plan across the finish line. Standardize documents by role, respect state-by-state rules on commission timing, and give sellers calculators with source data from your TMS and CRM. That clarity turns every pay cycle into a coaching moment: here’s what you earned, why, and how to earn more next time. We also explore how marketing incentives can support sales through team-based goals and modest at-risk pay, and why shared targets across pods can dissolve friction between functions.

If you’re ready to stop rewarding the wrong behavior and start paying for the outcomes that matter, this conversation is your playbook. Subscribe, share with a sales leader who needs it, and leave a review to tell us the one change you’ll make to your comp plan this quarter.

Check out the Transportation Sales and Marketing Association (TMSA) website or engage with us on LinkedIn.