There are a few motivators I might propose.
One is I would think of technology transfer offices like miniature venture capital funds, if you will. They have a budget and they have clear milestones associated with what it is they do. It's not about bringing dollars into the university; it's about licensing out IP. I might tie remuneration to results. Perhaps there is equity. I get paid when I produce results; otherwise I don't get paid. Maybe in having a bit more of an industry slant on that you'll attract higher-quality technology transfer office personnel, and with a longer-term view to success. It's not this year's bonus one is after, it's five years from now when that IP produces huge royalties and then one really gets paid and there is an upside. Again, it's just taking a page from industry and applying it.