Establishing the reward structure to ensure the required investment to achieve the business target is done by executive management.
Expectations Engineering is a team effort assuming that all involved employees have a common goal of creating great solutions – fast. Some classical organisational structures are however prohibitive for Expectations Engineering, e.g. distribution af responsibilities, and the fine balance between short term personal goals and long term company goals must be managed carefully. This falls entirely outside the span of control for the teams and their leaders, and must be done by executive management.
Caveat! Establishing Expectations Engineering capabilities is the responsibility of the classic line organisation as described here and can not be delegated to a process/quality/support organisation! Delegating is the greatest pitfall, and executive management must prevent this.