Inside Rogers’ Sales Comp Engine: How Les Reif Runs Incentives at National Scale

When you’re running sales compensation for thousands of reps, every plan change is a bet on behavior at national scale. In this episode, we sit down with Les Reif, Senior Director of Sales Compensation at Rogers Communications, for a deep dive into how Rogers designs, governs, and operates sales comp inside one of Canada’s largest telcos. From why sales compensation is really a data and definition problem, to Les' take on the real differentiator for a sales comp function — don't miss this rare look inside how this national carrier runs comp.

In this episode, Forma.ai CEO Nabeil Alazzam sits down with Les Reif, Senior Director of Sales Compensation at Rogers Communications, for a deep dive into how Rogers designs, governs, and operates sales comp inside one of Canada’s largest telcos.

Les shares how he moved into sales comp through data, and why he still sees the function as a business-and-data translation engine more than a pure “math problem.” From there, they walk through how his team balances optionality vs. complexity, keeps stakeholders aligned, and builds a high-performing comp organization in an environment full of legacy systems and constant change.

🔎 In this episode, you’ll learn:

Why sales compensation is really a data and definition problem, not just calculation
How Rogers balances flexibility vs. complexity and avoids 50+ plan variants
When changing the comp plan isn’t the right first move—even when performance is off
How Les structures governance and sign-off across Sales, Finance, and HR
The rollout tactics that actually build rep trust (roadshows, first-paycheck comms, escalation forums)
Why the real differentiator in sales comp is people, not tools—and what he looks for when hiring

Whether you lead Sales Comp, RevOps, or Sales Ops, this is a rare inside look at how a national carrier runs its comp engine—and a chance to benchmark your own approach against an enterprise at serious scale.

💡 About the show
The Sales Compensation Show brings you in-depth conversations with the leaders shaping how modern revenue teams design incentives, drive performance, and support go-to-market strategy.
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