Designing a New Incentive Program

Knowing how to set goals that offer just the right level of challenge for potential qualifiers—especially in the service realm—is one of the first steps.

Ken Juel joined TD Ameritrade in February 2006 as its first manager, incentive travel programs and events. The company had just launched two sales incentive programs. Spouses had to pay their own way and there was little in the way of planned activities. When Juel came on board, he quickly built a business case for including spouses and then began to build out the program content.

Four years later, the two trips have grown significantly and both of the four-night programs now include

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