While 2024 has profoundly changed the codes of commercial challenge, placing operational efficiency, human capital and digital transformation at the heart of winning strategies, there is every reason to believe that 2025 will be part of the natural continuity of this mutation. Are you ready to enter a new era where, boosted by AI, commercial excellence will need to combine performance, innovation and sales engagement more than ever? Maslo offers you a complete overview of this highly strategic question...
By the way, what is a “commercial challenge”?
A definition
A commercial challenge is a managerial operation that mobilizes sales forces around a competition. It motivates teams to reach their targets and improve their results in exchange for a reward.
This lever for animation and motivation is based on the achievement of quantifiable objectives, accompanied by mechanisms of recognition and rewards, all within a rigorously defined period of time. In 2024, these initiatives generally rely on digital tools, integrating specialized platforms that optimize real-time monitoring, the transparency of results and promote engagement by gamification, a Maslo specialty.
Businesses that adopt these digital formats are seeing an average performance increase of 32% compared to traditional approaches, a testament to the growing impact of technology on business dynamics.
What are the objectives for commercial challenges?
Commercial challenges pursue 3 major strategic objectives:
- Stimulate commercial performance: by establishing healthy and motivating competition, these challenges create positive emulation within teams. They help motivate each employee to optimize their performance and exceed their individual goals, thus contributing to the overall increase in sales.
- Aligning individual behaviors with the company's strategy: commercial challenges prove to be excellent supports to guide salespeople's actions in line with the strategic priorities defined by the company. An objective that ensures alignment between individual efforts and global goals, increasing operational efficiency.
- Strengthen team cohesion and collective commitment: by promoting collaboration and a sense of belonging between participants, these initiatives improve group dynamics. They encourage stronger collective commitment (an essential aspect in maintaining a solid and sustainable corporate culture).
Moreover, current trends show that salespeople, especially those of the new generation, are looking for a dimension in these challenges that go beyond simple financial remuneration.
In fact, they attach increasing importance to the meaning of their work, to the societal impact of their actions and to personal development. Recent studies indicate that the majority of salespeople value opportunities to contribute to meaningful causes and non-financial recognition as key motivators.
The main formats
The individual challenge, the sure bet
The main advantage of the individual challenge: it stimulates performance through personalized objectives. This format offers direct recognition of the best performers, promoting emulation and motivation. In 2024, 65% of salespeople say that this type of challenge significantly boosts their motivation by making their contribution visible and valued.
The collective challenge: everything for the team!
The collective challenge focuses on team synergy, promoting collaboration and the creation of a positive dynamic. Team challenges increase productivity by 28% on average and strengthen cohesion, valuing collective intelligence and the ability to exceed individual contributions.
Hybrid formats: the rise in power
Hybrid formats, combining individual competition and collective goals, offer an interesting balance between performance and cooperation. They thus create a stimulating environment, combining productivity and professional satisfaction, by meeting the diversified preferences of salespeople.
Digital challenge: to respond to new realities on the ground
The digital challenge, driven by digital transformation, offers an immersive experience thanks to platforms integrating gamification and AI. Digitalization allows real-time monitoring and the adaptation of objectives, generating a 32% increase in performance. This format also improves accessibility, allowing salespeople to participate actively, wherever they are.
But how do you reward a commercial challenge?
The motivation of sales teams is based on a balanced and innovative rewards system. In 2024, the traditional approach to financial incentives evolved into a more sophisticated model, integrating diversified rewards. More than ever, the reward aspect is an essential aspect in the success of a commercial challenge.
- Financial rewards
Bonuses and bonuses remain essential, accounting for 68% of rewards. Their structure is increasingly refined, integrating progressive levels and collective bonuses to encourage collaboration. - Non-monetary recognition
Symbolic distinctions (trophies, digital badges, e-cards...), as well as moments of collective celebration, play an increasing role in the success of a well-managed commercial challenge. These are all forms of recognition that promote lasting commitment and reinforce a sense of belonging. - Gifts & awards
Opting for a gift offer only makes sense if this offer is qualitatively and quantitatively rich. For example, by setting up a marketplace like the one offered by Maslo to its customers. With more than 100,000 gifts and awards in its catalog (including e-cards, teambuilding, premium brands), it is positioned as the marketplace with the most products in Europe.
- Personal development
Access to advanced training, personalized mentoring and participation in exclusive events are now very popular rewards, especially by millennials, who make up 74% of sales forces. These awards promote the professional and personal growth of salespeople. - Unique experiences
New generation incentive trips focus on authentic and responsible experiences, combining team-building and societal impact. This approach meets the expectations of new generations, eager to give meaning to their actions.
How do you create a winning sales challenge?
Take care of the diagnostic phase
The initial diagnosis is the fundamental pillar of any successful commercial challenge. This stage starts with a thorough analysis of existing KPIs and the identification of performance gaps in relation to strategic goals.
Not accurately assessing the human, technical and financial resources available in order to establish a realistic and effective framework for action before launch is to take a very wrong course from the start. Just like not taking into account the individual aspirations of salespeople: 74% of salespeople are looking for goals that are in line with their personal values. In short, the diagnostic phase (Set up & audit at Maslo) is a highly strategic first phase that should not be abused if you want to focus on the long-term adherence of teams.
Define a clear and precise framework (Objectives)
The establishment of a solid framework is based on SMART methodology (Specific - Measurable - Achievable - Realistic - Time-defined). The goals of this operation must be calibrated to generate a significant increase in performance (for example, an average increase of 30%) while remaining achievable to maintain motivation.
The challenge mechanics must incorporate gamification elements to stimulate engagement, while maintaining equity between participants. When it comes to the rewards system, diversification is essential: around 68% of salespeople favor a combination of financial and non-financial recognition, such as public recognition, professional development opportunities, or in-kind benefits.
Ensuring a flawless operational deployment (Motivation)
Operational launch requires transparent and impacting communication to ensure the support of all teams. Training managers in digital tools has become essential, especially since 71% of companies plan to integrate artificial intelligence (AI) into their processes.
The implementation of interactive dashboards should focus on real-time visualization and mobile accessibility, thus meeting the needs of geographically dispersed teams and promoting informed decision-making.
Last point: logistical preparation and the support of teams in the use of tools are key factors to ensure a smooth and effective execution of the challenge
Perform a permanent follow-up to animate your challenge (Measure)
Continuous animation is the driving force behind the challenge. Regular performance monitoring via digital platforms makes it possible to quickly identify bottlenecks and make adjustments in real time. Adapting goals and motivation mechanisms throughout the challenge maintains a high level of commitment. Companies that practice this rigorous monitoring notice a significant reduction in their sales turnover, often estimated at around 18%, testifying to the effectiveness of these practices on talent retention.
In summary, while digitalization has profoundly transformed the management of business challenges, the integration of generative artificial intelligence will allow for increasingly advanced personalization of objectives, as well as intelligent automation of performance monitoring. This technological evolution, combined with a human-centered approach, ensures continuous optimization of results while strengthening the commitment of internal sales teams.
Some concrete examples of commercial challenges with Maslo
Complete digitization of monitoring, intelligent gamification, progressive rewards system, progressive rewards system, transparent communication, real-time adaptation: the Maslo application makes it possible to orchestrate these different formats while guaranteeing an optimal user experience and accurate measurement of results. Because in 2025, successful commercial challenges will be successful thanks to an ever more structured and digitized approach...
Here are 6 proven formats that generate significant results... and duly observed:
The “Prospection” challenge to boost acquisition
This format, which is very effective over one month, stimulates the generation of qualified prospects. With a typical objective of 20 new prospects per salesperson, it relies on digital prospecting tools integrated into the Maslo platform. Data shows a 47% increase in qualified leads.
The “Turnover” challenge to maximize performance
Deployed over a quarter, the “Turnover” challenge aims to increase turnover using progressive levels. To this end, the Maslo platform facilitates real-time monitoring and stimulates engagement through gamification. Businesses using this format see an average increase in turnover of 32%.
The “Customer Satisfaction” challenge to aim for relational excellence
Over 2 to 3 months, this challenge focuses on collecting positive customer reviews. The Maslo methodology integrates optimized scripts and multi-criteria scoring. Statistics show a 28% increase in customer satisfaction.
The “Upsell” challenge to optimize the average basket
This monthly format focuses on additional sales, using digital upsell techniques. The weekly results displayed on the Maslo platform maintain constant emulation, generating a 24% increase in the average basket.
The “Conversion” challenge to boost commercial performance
Deployed over a quarter, the “Conversion” challenge optimizes conversion rates. API integration with customer CRM allows precise monitoring and adjustments in real time. On average, teams achieve a 35% improvement in their conversion rate.
The “Multi-KPIS” challenge to adopt the “League” format
This sophisticated format combines several indicators in a competition structured in weekly “rounds”. The Maslo platform offers a dynamic dashboard to monitor the progress of teams. This format typically generates a 41% increase in overall performance.
What are the prospects for the commercial challenge in 2025?
Technological innovations at the service of commercial challenges
At Maslo, we are convinced that 2025 will mark a turning point in the digitalization of business processes, propelled by ever more efficient digital platforms and boosted by AI. An artificial intelligence that will allow in particular the real-time personalization of challenges, the adaptation of objectives and rewards to the individual performances of each salesperson. Interactive dashboards will provide instant visibility into key indicators, facilitating informed decision-making.
At the same time, gamification will continue to be an essential lever for engagement. Game techniques will be even more sophisticated, with dynamic rankings, personalized badges, and evolving rewards, increasing the involvement of internal teams. In addition, micro-learning will integrate seamlessly into challenges, promoting the acquisition of targeted skills while maintaining the motivation of your internal team.
More precise answers to the new expectations of sales teams
This is a trend that will continue in 2025 and beyond: salespeople will be looking for more than just financial remuneration: meaningful work and authentic recognition. The employee experience will become central, with particular attention paid to well-being and professional development. Companies will have to offer challenges that are aligned with individual values, integrating flexibility and personalization to meet the diverse preferences of employees.
This increased demand for flexibility will result in adaptive devices, allowing salespeople to participate according to their personal rhythms and goals. A tailor-made approach that will strengthen commitment and promote an inclusive and dynamic corporate culture. Indeed, customizing challenges according to individual aspirations will contribute to retaining talent and stimulating collective performance.
Integrating CSR and sustainable development into challenges
Corporate social responsibility (CSR) and sustainable development will continue to gain momentum in the architecture of business challenges. In 2025, integrating societal goals with business challenges will no longer be an option, but a strategic necessity. Businesses will have to align their actions with societal values, by integrating issues such as environmental protection, social inclusion or support for local communities.
This approach will meet both the expectations of employees (eager to give meaning to their work), customers, who are increasingly sensitive to corporate CSR commitments, and the entire corporate ecosystem (partners, service providers, fans, etc.). By combining commercial performance and societal impact, challenges will become powerful vectors of differentiation and loyalty. According to recent studies, 74% of customers prefer committed businesses, underlining the growing importance of CSR in business strategy.
Agility and continuous innovation to anticipate future challenges
In a constantly changing environment, organizational agility will be essential to anticipate and meet future challenges. Businesses will need to take a proactive approach, identifying emerging trends and adjusting their strategies accordingly. Continuous innovation will become an integrated process, promoting experimentation and collective creativity.
Demonstrating agility will also involve the ability to respond quickly to market changes, whether economic, technological or societal. Organizations that are able to adapt their business challenges in real time, by adjusting objectives and modes of animation, will be in the best position to transform obstacles into opportunities. Investing in new technologies, exploring new formats and testing disruptive approaches will be essential strategies to stay ahead of the competition.
Our approach in an image of the commercial challenge in 2025
In light of these observations, the Maslo method in terms of commercial challenges embodies a strategic response adapted to the contemporary challenges of commercial management of today and tomorrow. In a market where agility and personalization are now imperatives, our solution aims to position itself as an authentic “catalyst for transformation”.
By combining 4 key levers (diagnosis, objectives, objectives, motivation, measurement) it goes well beyond a simple operational tool:
- Integration of a data-driven approach, combined with gamification mechanisms, to stimulate team engagement while guaranteeing detailed traceability of performance.
- Ability to align human challenges and profitability requirements, in order to make it an essential ally for companies seeking to combine sustainable performance and managerial innovation.
- In line with the expectations of a market in search of meaning and efficiency, this solution is establishing itself as a standard for the future.
.png)
