Colin Towner on Why Simplicity Wins in Comp Plan Design
November 19, 2025
Colin Towner is the VP of Global Commercial Operations at Shockwave Medical. On this episode of the Go To Masters Show, he shares insights from over 20 years across eight medical device companies, spanning vascular, orthopedics, GI, and urology.How machine learning transforms revenue forecasting from simple statistical models to multi-factor predictionsWhy compensation plan simplicity prevents reps from gaming the system through group coordinationThe evolution from routine analytics to strategic "what's next" thinking as AI handles standard reportingConnect with Colin: LinkedInFollow us: Linkedin | X
Colin Towner is the VP of Global Commercial Operations at Shockwave Medical. On this episode of the Go To Masters Show, he shares insights from over 20 years across eight medical device companies, spanning vascular, orthopedics, GI, and urology.
- How machine learning transforms revenue forecasting from simple statistical models to multi-factor predictions
- Why compensation plan simplicity prevents reps from gaming the system through group coordination
- The evolution from routine analytics to strategic "what's next" thinking as AI handles standard reporting
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