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

Episode notes

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.