The phrase “employee engagement” has captured the attention of business executives for some time now. Rightly so. Workers who are engaged are worth more to the companies that employ them. They drive better business results, are more productive, tend to stay with their employers longer and please customers along the way.

As companies contemplate how and where they can be strengthening engagement levels with the people who work for them, they should also be doing so for the people who sell for them. Like employee engagement, “sales rep engagement” is equally important for any business that wants to stay ahead of rivals and Madison believes it’s time for sales ops leaders to consider its significance when they design their incentive programs.