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Designing healthy rivalry: How to use competition to drive sales performance

Jump into the behavioral science behind sales rivalry, so you can design intentional competitions

Competition can energize performance or quietly erode trust, collaboration, and culture. So how do you create urgency without dysfunction? In this session we'll discuss what behavioral science says about competitive environments, and how leaders can design competition that doesn't backfire.

Together we'll cover:

  • What behavioral science says about competitive climate and performance.
  • Why competition motivates some sellers and undermines others.
  • The research-backed ingredients of “healthy rivalry”: fairness, visibility, rules, recognition, and team norms.
  • How to think about competition as a leadership design choice, not just a personality trait of sales.
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What we'll cover

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With your hosts:

Amanda Gold

VP, Revenue Enablement, Zscaler

Ryan Mullins

Distinguished Professor, Clemson University

Julie Nelsen

Clinical Assoc. Professor of Marketing, Arizona State University

Justin Lane

Sr. Director, Sales Compensation Operations, HP

Shawn Rossi

VP, Strategic Services, Forma.ai

Shawn Rossi is VP of Strategic Services at Forma.ai, where he helps enterprise organizations maximize the effectiveness and agility of their sales incentive strategies. With 30 years of experience spanning industries—from tech and telecom to healthcare, insurance, and finance—Shawn has led transformation initiatives for some of the world’s most iconic brands, including Apple, Microsoft, Johnson & Johnson, Sysco, Marriott, T-Mobile, and FedEx. His deep expertise in quota setting, territory design, and incentive optimization makes him a trusted advisor to organizations navigating complex sales performance challenges.

Amanda Gold

VP, Revenue Enablement, Zscaler

Ryan Mullins

Distinguished Professor, Clemson University

Julie Nelsen

Clinical Assoc. Professor of Marketing, Arizona State University

Justin Lane

Sr. Director, Sales Compensation Operations, HP

Shawn Rossi

VP, Strategic Services, Forma.ai

Amanda Gold

VP, Revenue Enablement, Zscaler

Ryan Mullins

Distinguished Professor, Clemson University

Julie Nelsen

Clinical Assoc. Professor of Marketing, Arizona State University

Justin Lane

Sr. Director, Sales Compensation Operations, HP

Shawn Rossi

VP, Strategic Services, Forma.ai

Digital Event

Designing healthy rivalry: How to use competition to drive sales performance

Jump into the behavioral science behind sales rivalry, so you can design intentional competitions

Watch now

What we covered in this event

Competition can energize performance or quietly erode trust, collaboration, and culture. So how do you create urgency without dysfunction? In this session we'll discuss what behavioral science says about competitive environments, and how leaders can design competition that doesn't backfire.

Together we'll cover:

  • What behavioral science says about competitive climate and performance.
  • Why competition motivates some sellers and undermines others.
  • The research-backed ingredients of “healthy rivalry”: fairness, visibility, rules, recognition, and team norms.
  • How to think about competition as a leadership design choice, not just a personality trait of sales.

What Should This Say?

No items found.

Join to hear from speakers:

Amanda Gold

VP, Revenue Enablement, Zscaler

Ryan Mullins

Distinguished Professor, Clemson University

Julie Nelsen

Clinical Assoc. Professor of Marketing, Arizona State University

Justin Lane

Sr. Director, Sales Compensation Operations, HP

Shawn Rossi

VP, Strategic Services, Forma.ai

What past attendees are saying...

“What is amazing about Forma.ai is that—internally, we don’t need the skills to configure a comp tool or our data—Forma.ai’s automation helps us do this and turnaround changes much faster than we would ever be able to with any other ICM.”

Suzanne Shadgett

Senior Financial Executive, Stryker

“Forma.ai provides flexibility like no one else in the category. With their real-time modeling, I can apply any idea I have against last year’s data to see how much it would cost and what it could actually achieve." 

Dr. Robert Bieshaar

Global Head of Sales Compensation, Autodesk 

Digital Event

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