Leslie Brand, former Senior Director of Marketing at Alation, joins to share her experience as a marketer focused on building Customer Advisory Boards.
This week, the Bowery Capital team hosted Donya Rose, Sales Compensation Consultant for Xactly, to discuss “Building Winning Sales Compensation Plans.” Xactly is a market leader in on-demand sales performance management. The company’s SPM Suite of products, enables sales and finance executives to design, implement, manage, audit, and optimize sales compensation management programs easily and affordably. Xactly’s solutions automate the process of aggregating data from disparate systems into a secure, hosted repository, and enable companies to leverage this business data, which is the lifeblood of sales performance management. In this episode, Donya walks us through the do’s and don’ts of building rewarding and sustainable sales compensation plans for SaaS businesses.
Donya Rose has over twenty-five years experience in leading the design and implementation of systems and processes to ensure alignment of sales results with top business priorities. She has led projects in sales target setting, measurement and forecasting, technology enabled selling, and sales compensation plan design. Today, Donya focuses primarily on sales compensation plan design, and has designed hundreds of sales compensation plans since that became her focus in 1999.
Donya begins by breaking down the 2 basic principles for having a well-structured compensation plan: motivation and focus. She explains that compensation plans can often be an arms race, especially if you try to match survey data that can be found on Glassdoor or other sites because the numbers are inflated. Instead, she recommends that companies analyze their own metrics and set realistic goals based on what their current team is hitting. She then goes on to explain the importance of “Right Pay Level” and “Right Pay Mix,” meaning the way that you split compensation between base and commission (OTE). She emphasizes the importance of having only a few measures make up someone’s OTE (she warns against having more than 3 and explains that having only 1 measure is truly ideal.) She goes on to explain that with a typical SaaS model for new business closers (Account Executives or Enterprise Account Executives) who are on a 50/50 split (50% base, 50% OTE) plan, your truly outstanding reps should be earning 2-3X the target incentive, creating a genuinely rewarding plan for those who overachieve.
In the spirit of creating meaningful upside, we then discuss the importance of creating uncapped commission plans. Donya explains that she does advocate for appropriate controls for “runaway payments” and gives a few examples of the best ways to approach building a plan like this and explains her model for “Deceleration Over Excellence,” a concept that was new to us here at Bowery. She encourages founders or hiring managers to truly incentive their reps by putting as “juicy a rate” right over quota as possible to incentivize reps to overachieve but then describes a maintainable model for achievement over 150% to goal.
We also dive into building compensation plans for first sales hires when there is limited data at the founder’s disposal and the different metrics that need to be monitored to ensure a reliable model. Donya highlights that even with a flat line compensation plan (meaning there is a flat percentage payout no matter the size of the deal or attainment to quota) it’s imperative to have a change in the compensation structure once a rep hits quota, otherwise the quota itself becomes irrelevant. Donya finishes by explaining that the deal cycle and contract length are two other vital factors when considering a compensation plan and payout structure. We also touch on the cadence and best practices for updating and changing compensation plans.
If you liked “Building Winning Sales Compensation Plans” and want to read more content from the Bowery Capital Team, check out other relevant posts from the Bowery Capital Blog. If you haven’t already, subscribe to the podcast to get all our new content each week!