I spend a lot of time inside revenue systems, which means I see a lot of the same decisions show up at different companies under different names. Lately I’ve been thinking about one change that happened so gradually we rarely talk about it.
Companies have taken over more and more of the work required to create sales opportunities.
A traditional sales rep had to make more of their own luck. They found the accounts, started the conversations, and followed up. They always had one ear to the ground, monitoring the market.
That model was okay. It produced sales but it wasn’t the most efficient and it was difficult to predict. Results often depended on individual heroics and buyers could easily be missed if a rep never happened to find them.
Inbound improved the process.
Marketing could create demand at scale. Forms could capture interest. Routing software could get the right lead to the right person. Scheduling tools could put a meeting directly on a calendar. Instead of asking every rep to build an entire market around themselves, a company could build a system that created opportunity for the whole team.
That was amazing progress. I don’t want to undo that – but think about it – inbound changed the sales job more than we usually admit. The role moved from finding and closing, to responding and closing, and sometimes all the way to receiving and closing.
The company began doing more of the work to create opportunities. The rep still owned the result, but they no longer owned the whole path that produced it.
Every leader feels this one in the gut, so let’s just say it out loud: A lot of reps act like they own the leads assigned to them. They forget the marketers and the site builders and the consultants who obsessed over how to get a stranger onto a page and move them to fill out a form. They forget the ad buyers and the copywriters and the designers who spent years A/B testing their way to a single sign-up. They forget the teammate who did the grinding to get that name onto the screen.
With inbound, reps have less of a stake in the leads they work because they’re often assigned rather than acquired. The resulting attitude can look like entitlement and it can feel annoying but it really just points to a design flaw in the sales org. What we need to do is realign incentive with effort.
Commission is often described as a reward for closing. I think it’s more useful to look at it as an alignment mechanism. The company can’t sit beside a rep for every prospecting hour, or every small judgment that moves a buyer forward. It pays on the outcome because the outcome is easier to observe.
That logic works when the rep creates the opportunity and then wins it but inbound makes the equation more complicated. A closed deal now reflects the brand, the campaign, the website, the routing rules, the timing, the territory, and the rep’s work. Some of the value comes from effort. Some comes from allocation.
This is where the gap begins.
Ownership arrives before effort
I didn’t notice the misalignment all at once. I saw it gradually.
I first started to see it in pipeline reviews, when a rep insisted an account was active even though nobody had spoken with the buyer in months. Then I saw it in routing conversations, when moving an untouched lead felt like taking something away.
I started hearing it in how people talked about “their” leads, even when the company had done most of the work to produce them.
Here’s how it goes:
A lead is assigned to a rep’s name.
It appears in their CRM.
They add notes, enroll it in a sequence, and see it on a dashboard labeled “my pipeline.”
Very quickly, the lead begins to feel like theirs.
That feeling of ownership isn’t inherently bad. This psychological stance can create care, responsibility, and better work. We want reps to develop a real sense of stewardship over the people and opportunities they’re serving.
The problem is the order of operations.
In many inbound systems, ownership arrives before investment. The rep gets the attachment that comes with possession before they’ve done the work that normally gives ownership meaning. Then a subtle shift happens. The lead can become something to keep rather than something to advance.
A rep I was coaching once sent me an email – she had woken up to find three meetings (count ‘em, THREE!) booked on her calendar for that day. She wasn’t happy about it (huh?!). She wanted to restrict her calendar to create a full-day buffer between when a form was filled out and when a meeting could be booked. She didn’t want to have to change her plans the day of. Thing is – she’s a sales rep! Her job is to take meetings with interested customers. From my point of view, unplanned meetings should be part of the plan and they should feel like gold. These types of meetings are painstakingly won. They shouldn’t be received as a nuisance.
I understand that preparation matters but sales reps should be so acquainted with their product and their customer that they don’t need much prep time for a standard intro demo. So many pieces of this experience rubbed me the wrong way.
I started to realize it was just another example of the trend I’d been observing for years – that trend annoyed me more than the email itself. The rep hadn’t seen all the work that had gone into creating the demand. She hadn’t found those people, or earned their attention, or convinced them to take a meeting. The opportunity appeared at the end of a long system she didn’t own or really even influence.
By the time the leads reached her they just felt like extra tasks on her calendar.
It’s easy to call that entitlement but I don’t think labels help. The more useful question is why a system designed to create opportunity can make that opportunity feel so distant from the work of selling.
When opportunity becomes inventory
The same distance appears in pipeline management.
At one company, we found reps holding as many as 175 open deals. In a single stage, 953 deals had very little meaningful movement, and roughly 80 percent of the pipeline was no longer active in any practical sense.
No rep can meaningfully work 175 active deals. At that volume, pipeline becomes storage.
We saw the same thing with a large book of academic leads. The CRM showed emails, restarted sequences, and updated records, but almost nobody was responding. When the book was reassigned, another rep found real pipeline inside it.
This wasn’t a distinction between a good salesperson and a bad one. It was the difference between activity and progress. The system let the first rep preserve ownership with enough motion to keep the records in place, even when the buyers weren’t moving.
Possession and stewardship aren’t the same thing.
Make ownership conditional on progress
The answer isn’t to remove ownership. People do better work when they feel responsible for an outcome, and buyers benefit from continuity.
A more useful approach is to make ownership conditional on progress. An opportunity stays with a rep while the buyer is responding, the next step is clear, and the rep is doing the work. If it sits without meaningful movement, it returns to a shared pool or goes to someone with more capacity.
The rules have to measure the right thing. One automated email or token call shouldn’t preserve ownership. At the same time, not every deal moves on the same schedule. A complex enterprise deal may be quiet for good reasons, while a smaller inbound opportunity may require tighter follow-up.
The point isn’t to create one universal timer. It’s to define responsible ownership for each sales motion, make the rules visible, and apply them consistently. Then reassignment isn’t punishment. It’s how the company keeps opportunity moving.
Let contribution change access
Conditional ownership connects possession to ongoing work. Companies can also connect access to demonstrated contribution.
That doesn’t mean rebuilding the old model or making every rep create their entire pipeline. It means better access can follow demonstrated readiness. A rep might earn more high-intent inbound through consistent follow-through, self-sourced pipeline, revived opportunities, completed training, or strong call quality.
The exact currency will vary, but the relationship should be visible. Instead of waiting for routing to determine their month, reps can improve their skills, create pipeline, and demonstrate that they’re ready for more.
Inbound removed friction from lead creation. Good incentive design can preserve that efficiency while restoring a clear connection between effort and possibility.
Fairness isn’t the same as equality
Lead distribution naturally becomes a fairness conversation because it affects a rep’s income. But fairness can’t mean that every rep receives the same number and quality of leads regardless of capacity, follow-through, or performance.
A better measure is legitimacy.
A legitimate system has clear rules. It explains what is rewarded, accounts for differences in segment and sales cycle, and gives people a reasonable path to improve their access. Reps don’t need every outcome to be equal, but they do need to understand why it happened.
When the rules feel arbitrary, people create workarounds and the CRM stops reflecting reality. Transparent rules reduce that friction. They tell everyone: this opportunity is yours while you’re moving it; this is how you earn access to more; and this is what happens when you no longer have capacity.
That’s a stronger form of alignment than round-robin alone can create.
The goal is energy
I’m still the person who sees a new lead and immediately wants to know more.
Who are they? Why did they raise their hand? What are they trying to solve? Is there a real opportunity here? How can we move it forward?
That part of selling is exciting. I want reps to feel that.
You don’t create that energy by lecturing people about how lucky they are. It grows when reps can see that their judgment matters, their effort changes what becomes available to them, and good work leads somewhere.
Inbound gave companies a better way to create and distribute demand, but it also separated effort, ownership, and reward. The next step is to realign those elements.
We can preserve the efficiency of inbound while designing ownership that’s active, earned, and useful. The company gets more from the opportunities it creates. The rep gets a sense that their work is integral but also part of a larger system.
Share this with someone who could use a fresh take on aligning incentive in the age of inbound.
A great reminder that TOO much automation and optimization can erode alignment and the right behavior for sales. It’s easy to over index on the stuff that makes things repeatable and forget about how important the human aspect is