{"id":51737,"date":"2025-08-21T13:29:50","date_gmt":"2025-08-21T11:29:50","guid":{"rendered":"https:\/\/www.altares.be\/?p=51737"},"modified":"2026-02-16T15:47:10","modified_gmt":"2026-02-16T14:47:10","slug":"beat-the-system-how-kpis-trigger-creative-behavior","status":"publish","type":"post","link":"https:\/\/www.altares.be\/en\/blog\/sales-marketing\/beat-the-system-hoe-kpis-creatief-gedrag-uitlokken\/","title":{"rendered":"Beat the system: how KPIs trigger creative behavior"},"content":{"rendered":"<p>KPIs are meant to give focus and drive performance. In sales, they're essential: conversion rates, pipeline targets, average deal value. They make success measurable and make sure that everyone's working toward the same goal.<\/p>\n\n\n\n<p>But anyone who has worked in sales for more than a few months knows that KPIs are also a game. Smart players always find ways to win, sometimes within the bounds of the KPIs, sometimes just outside them. Not because salespeople are lazy or dishonest, but because they are results-oriented. When your success is measured in numbers, you quickly learn how to make those numbers work to your advantage. In other words: <em>beat the system<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"880\" height=\"528\" src=\"https:\/\/www.altares.be\/wp-content\/uploads\/2025\/08\/carrot-or-stick.jpg\" alt=\"blauwe wortel\" class=\"wp-image-53466\" srcset=\"https:\/\/www.altares.be\/wp-content\/uploads\/2025\/08\/carrot-or-stick.jpg 880w, https:\/\/www.altares.be\/wp-content\/uploads\/2025\/08\/carrot-or-stick-300x180.jpg 300w, https:\/\/www.altares.be\/wp-content\/uploads\/2025\/08\/carrot-or-stick-150x90.jpg 150w, https:\/\/www.altares.be\/wp-content\/uploads\/2025\/08\/carrot-or-stick-768x461.jpg 768w, https:\/\/www.altares.be\/wp-content\/uploads\/2025\/08\/carrot-or-stick-18x12.jpg 18w, https:\/\/www.altares.be\/wp-content\/uploads\/2025\/08\/carrot-or-stick-24x14.jpg 24w, https:\/\/www.altares.be\/wp-content\/uploads\/2025\/08\/carrot-or-stick-36x22.jpg 36w, https:\/\/www.altares.be\/wp-content\/uploads\/2025\/08\/carrot-or-stick-48x29.jpg 48w\" sizes=\"(max-width: 880px) 100vw, 880px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">How that looks in practice<\/h2>\n\n\n\n<p>Every sales organization recognizes them: the creative ways in which KPIs are \u201cmanaged.\u201d<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Register pipeline late:<\/strong> Only entering leads into the CRM when the deal is almost closed. Great conversion rates, but months without any market insights.<\/li>\n\n\n\n<li><strong>Massage deal probabilities:<\/strong> Deliberately set quotations slightly lower or higher to protect the forecast.<\/li>\n\n\n\n<li><strong>Playing with timing:<\/strong> Postpone deals to the next quarter or close them early to meet targets.<\/li>\n\n\n\n<li><strong>Selective prospecting:<\/strong> Only pursuing warm leads for quick profits, new markets are left untouched.<\/li>\n\n\n\n<li><strong>Cosmetic CRM updates:<\/strong> Only pursuing warm leads for quick profits, new markets are left untouched.<\/li>\n<\/ul>\n\n\n\n<p><strong>Interesting read: <\/strong><a href=\"https:\/\/www.altares.be\/en\/blog\/sales-marketing\/swipe-right-on-the-right-leads\/\">Swipe right on the right leads<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The carrot &amp; stick principle<\/h2>\n\n\n\n<p>Behind this behavior often lies a classic dynamic: the carrot and the stick.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The carrot:<\/strong> The rewards. Think of bonuses for achieving targets, recognition at the monthly meeting, or a place in the \u201cPresident's Club.\u201d Salespeople naturally strive for these rewards.<\/li>\n\n\n\n<li><strong>The stick:<\/strong> The consequences. If targets are not met, there will be pressure from management, loss of status, or a negative effect on bonuses. Nobody wants that, so KPIs are managed to avoid the stick.<\/li>\n<\/ul>\n\n\n\n<p>The problem: if the carrot and stick are only linked to hard figures, then behavior will also be adjusted accordingly. The dashboard wins, the business strategy loses.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why this happens<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Survival instinct:<\/strong> Salespeople optimize to get the reward or avoid the punishment.<\/li>\n\n\n\n<li><strong>A limited scope:<\/strong> KPIs mainly measure tangible factors such as turnover, numbers, and ratios, while long-term value often remains out of sight.<\/li>\n\n\n\n<li><strong>Short term:<\/strong> Bonuses and evaluations are usually quarterly or annual. This encourages behavior that maximizes short-term gains but harms the long term.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">What the risks are<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You lose sight of the real market.<\/li>\n\n\n\n<li>Forecasts become unreliable due to manipulated figures.<\/li>\n\n\n\n<li>New salespeople start out with a distorted view of reality.<\/li>\n\n\n\n<li>Innovation and market development slow down.<\/li>\n\n\n\n<li>Trust between management and sales is under pressure.<\/li>\n<\/ul>\n\n\n\n<p><strong>Interesting read: <\/strong><a href=\"https:\/\/www.altares.be\/en\/blog\/sales-marketing\/the-matrix-of-marketing-insight-and-commercial-blind-spots\/\">The matrix of marketing insight and commercial blind spots<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How can you prevent this?<\/h2>\n\n\n\n<p>The answer is not more carrots or more sticks. It's about smarter rewards and fairer measurement.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Redefine the carrot:<\/strong> Reward not only revenue, but also data quality, new market activities, and customer retention.<\/li>\n\n\n\n<li><strong>Ease up on the stick:<\/strong> Ensure that a realistic forecast or an early registered lead does not have negative consequences. Transparency must be safe.<\/li>\n\n\n\n<li><strong>Measure both short-term and long-term results: <\/strong>Combine hard revenue targets with metrics for market coverage, early-stage pipeline, and customer satisfaction.<\/li>\n\n\n\n<li><strong>Make KPIs multidimensional:<\/strong> Include ICP leads, data integrity, and activities in new markets in the score.<\/li>\n\n\n\n<li><strong>Have shared goals:<\/strong> Have sales, marketing, and customer success work together toward the same KPIs to break down siloed optimalization.<\/li>\n\n\n\n<li><strong>Look beyond the dashboard: <\/strong>Use deal reviews, win\/loss analyses, and conversations to understand the story behind the numbers.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">What this brings<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A fairer and more complete picture of the pipeline.<\/li>\n\n\n\n<li>Salespeople who put their energy into valuable activities, not into \u201cplaying\u201d with numbers.<\/li>\n\n\n\n<li>A culture of coaching instead of control.<\/li>\n\n\n\n<li>KPIs that are no longer seen as a stick or a carrot, but as a means to learn and grow together.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">In summary<\/h2>\n\n\n\n<p>KPIs drive behavior. If you only link carrots and sticks to revenue, you will get revenue, but often at the expense of insight and long-term value. Make sure that the rewards and consequences match the behavior you really want to see.<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>KPIs provide direction and make performance measurable. But in sales, they are just as often cleverly managed: polishing figures, moving deals, or only registering leads when they are almost finalized. Not out of laziness, but because targets and bonuses drive behavior. The result: nice dashboards, but a skewed picture of reality.<\/p>","protected":false},"author":8,"featured_media":53466,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[22],"tags":[],"class_list":["post-51737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beat the system: hoe KPI&#039;s creatief gedrag uitlokken - Altares<\/title>\n<meta name=\"description\" content=\"Ontdek hoe KPI\u2019s gedrag in sales sturen. 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