** understand why sales forces are evolving into new acquisitions specialists, retention sales specialists, telephone sales managers, service consultants, and more
** design state-of-the-art compensation plans for new sales roles
** implement a compensation plan that rewards top performers
** measure the effectiveness of the plan. JEROME A. COLLETTI is president and CEO of The Alexander Group, Inc., a nationwide management consulting firm specializing in marketing and sales. MARY S. FISS is a consulting manager with The Alexander Group, Inc. They are based in Scottsdale, AZ. WALLY WOOD (Sandy Hook, CT) is co-author of several books, including Marketing Myths That Are Killing Business.