Why even strong plans still fail: Execution lessons with Prev Dole

Global GTM and sales compensation leader Prev Dole joins Nabeil Alazzam for a candid, seasoned look at what really makes sales comp plans work or fall apart. From the first thing she inspects when stepping into a new comp role to why late planning quietly derails Q1 momentum, Prev shares the lessons that only come from years inside one of GTM’s most complex functions. Listen for sharp perspective on sales comp’s growing strategic seat at the table, why well-designed plans still fail in rollout, and whether clarity matters more than simplicity in modern incentive design.

Sales comp has come a long way from the function nobody wanted to own.

Today, it’s where GTM strategy gets pressure-tested in the real world. Territories, quotas, roles, revenue definitions, crediting logic, systems, dashboards, seller trust — eventually, all of it flows into the comp plan.

In this episode of The Sales Compensation Show, Forma.ai CEO Nabeil Alazzam sits down with Prev Dole, Global GTM and Sales Compensation Leader and founding member of The Sales Comp Think Tank, for a candid conversation on what years inside the sales compensation profession teach you about the plans that work, the rollouts that don’t, and the gaps leaders learn to spot early.

The conversation gets into some of the realities experienced comp leaders know well, from late planning quietly costing teams Q1 momentum, well-designed plans failing when systems aren’t ready, and the fact that many “design issues” are really rollout, dashboard, or operational readiness issues in disguise.

Prev and Nabeil also dig into one of the episode’s sharper debates: are simpler comp plans always better? Prev’s answer is more nuanced.

They also cover the leadership side of the profession, from building strong teams and owning mistakes to involving stakeholders earlier and learning how to “build forward” when plans, systems, or business priorities shift.

Listen to the full episode to hear about:

How Prev found her way into sales compensation
The first thing Prev inspects when starting any new comp role
Whether sales comp is finally getting a stronger seat at the GTM planning table
How late planning can derail Q1 momentum
The most common reason why well-designed plans fail
Whether clarity matters more than simplicity
And the leadership lesson that changed Prev’s approach