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Just in Case You Had Any Doubt

 ... it has been a challenging time.  This week we released our most recent publication for CSOs:  Sales Compensation & Performance Management 2009 Survey Results and Analysis.  More than a thousand companies responded to this year's compensation survey and the results are eye-opening:

  • Target Compensation is DOWN: In 2008, 62% of firms had target compensation greater than $100,000 for reps at quota.  The figure is 57% this year.  The top three pay segments, with compensation greater than $150K/yr, shifted 6.6 points down.
  • Variable Pay Component is DOWN: Last year's plan showed 57% of responding companies had highly leveraged packages (variable component greater than 40% of total compensation).  This year the percentage of companies reporting high leverage is 43%.
  • Sales Expenditures as a % of Annual Revenues is DOWN: Marketing budgets have been frozen or cut in two-thirds of firms reporting this year. Combining this with lower targeted compensation, lower numbers of reps reaching accelerated commissions and higher quotas, a lower cost of sales as a percentage of annual revenues is to be expected and is reflected in the survey results.
  • Sales Rep Assigned Quotas are UP: As has been historically true, even as quota attainment figures are declining, average assigned quotas are increasing. The weighted average quota in 2008 was $1,524,000. In 2009 it is an even $2.0 Million.

  • Percentage of Reps Achieving Quota is DOWN: The recent high water mark for quota achievement was 61.2% in 2008 (data gathered Q4 of 2007). In our 2009 Sales Process Optimization survey (data gathered Q4 of 2008) this figure had dropped to 58.8%. At the close of this survey (end of Q3 2009) the percentage of reps expected to meet/exceed quota is now 52.4%
  • Nearly 1 in 4 Firms Expect <50% of Reps to Make Quota: A new metric added this year asks what assumption was made about the percentage of reps expected to make quota when designing the compensation plan.  Answer: 23% of our survey respondents expect less than 50% of the reps will make their targets. 

These are indicators of an extraordinarily adverse and difficult business climate. But if adversity is the mother of invention, perhaps this present environment will give birth to new compensation philosophies and approaches.

The report goes on to identify what we consider to be the top ten trends. But the message is clear to every CSO even if you don't read the entire report: While you focus on closing out Q4, realize that 2010 is going to offer little if any relief.  Think of the coming year as four Q4's in a row.  Now is the time to truly analyze each component of your sales process and your team's sales execution.  Get into the details and figure out what's working (double down on these) and what's not working (stop investing in these).

Taking 15-20 minutes to participate in our 2010 Sales Process Optimization survey could help you identify both. CSOs that complete any of our surveys receive the subsequent analysis and report for free.  Take CSO Insights' 2010 Sales Performance Optimization Survey now and receive the report with over 100 critical sales metrics when it's released in January.

Sell well,

Barry Trailer

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testking VCP-410
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Great post

Saturday November 06, 2010

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michaeljii
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Saturday November 06, 2010

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michael
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CSO

Saturday November 06, 2010

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Thanks
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Ajay Dawar
Comment

Great Benchmarks

Monday November 16, 2009

Barry

Another great post with grounded in facts. We in the world of Analytics and BI tend to suggest that if a metric is down, do a root cause analysis based on data inside in the company. Obviously as you are pointing out, there are macro economic trends that frame the context of a company's sales performance.

It would be great if Sales departments had these benchmarks included in their sales performance analysis, something I discuss here (http://tinyurl.com/yzavbkh). Such benchmarks do help start the right discussion and I am wondering how might a company figure out how much sales performance can be improved by execution and how much is constrained by macro economic trends.

--Ajay D.
(http://blog.pivotlink.com)

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