Dear Pavan Ji,
You need to devise the incentive structure based on the company goals you have set for the year. Company goals can be further broken down to set departmental or individual/role goals.
I suggest you learn and use the MBO (Management by Objective) system. The MBO system uses quantified goals to calculate the performance-linked incentive payout. Each objective is range-bound with a weightage. You can maintain a 30:70 ratio for company goals to role goals. Company goals could be measured in EBITDA, Customer Satisfaction Index, Cash Flow, order book value, etc. Role goals for sales staff could include Net Sales, credit days, etc. Role goals for Marketing should be aligned with the goals assigned to sales employees, and a few examples include the number of campaigns, product development, net sales, cost of POP material, etc.
That's all I can suggest. Hope it helps.
Regards,
Rahul Chhabra