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CONTENTS
Acknowledgements xi
Introduction 1
Chapter 1
Your Revenue Roadmap: Driving Your Sales
Strategy with Sales Compensation 7
Aligning to the Strategy 10
The Four Layers of the Revenue Roadmap: Connecting
Your Sales Strategy and Compensation 14
Insight 16
Sales Strategy 17
Customer Coverage 18
Enablement 20
Setting Your C-Level Goals 23
The Sales Compensation Diamond: The Facets of
Evaluating and Designing a Sales Compensation
Program 30
Determine Target Pay 32
Calibrate Pay Mix 33
Create Upside Potential 34
Establish Performance Thresholds 34
Develop Measures and Priorities 34
Define Levels and Timing 35
Design Mechanics 35
Align the Team 36
Set Objectives and Quotas 37
Institute the Governance Process 38
Operate the Program 39
Evaluate the Program 39
5 Questions You Should Ask Your Team About
Sales Strategy 40
Chapter 2
Lapdogs, Dobermans, and Retrievers:
Motivating the Breed that You Need 41
What Breed Do You Need? Aligning Sales Roles to
Revenue Flows 44
The Three Strategies for Revenue Growth 45
Sales Roles and Their Canine Counterparts 47
The Big Picture on Sales Roles 59
The Six Dimensions of Sales Roles 61
5 Questions You Should Ask Your Team About
Sales Roles 64
Chapter 3
The Reverse Robin Hood Principle: Differentiating
Top Performers 66
The Building Blocks of Sales Compensation 69
Base Salary 70
Target Incentive 71
Pay Mix 75
The Reverse Robin Hood Principle: Upside Potential 81
Factors Determining Upside 84
Thresholds 89
Thresholds Aren’t for Everyone 90
To Cap or Not to Cap 92
5 Questions You Should Ask Your Team About
Pay Mix and Upside Potential 95
Chapter 4
Performance Metrics: Measure Twice, Pay Once 96
Performance Measures3 (Cubed) 103
Measures 104
Level 107
Frequency 109
Performance Measure Pitfalls 114
Using Measures Without Clear Line-of-Sight 114
Measuring at the Wrong Level 115
Measuring What Can’t Be Controlled 115
Measuring on a Sliding Percentage Scale 116
Using Conflicting Measures 118
Selling Incentive Plan Real Estate to Marketing 119
Misaligning Bookings and Billings and
Losing Urgency 121
5 Questions You Should Ask Your Team About
Performance Measures 122
Chapter 5
Big Deals: Aligning and Motivating Strategic
Account Sales 124
Defining Strategic Accounts 126
Sales Potential 128
Strategic Value 129
Understanding How the Customer Makes Decisions 131
Centralized Process 131
Preferred Provider Process 133
Decentralized Process 136
Promoting a Solution Sale 138
Motivating Creative Sales Roles 141
Discern Between Creativity as an End and
Creativity as a Means to a Sales Result 142
Consider Fewer Directive Incentives and More
Incentives with Latitude 143
Understand Motivators for Highly Cognitive
Sales Roles 145
Involve Creative Sellers in Creating Their
Own Goals 146
The Sales Crediting Balance 147
Measuring Mega Deals 151
5 Questions You Should Ask Your Team About
Strategic Accounts 157
Chapter 6
A Quota Quandary: Setting Equitable and
Profitable Sales Goals 158
Some Challenges with Quotas 161
The Forensics: Do You Have a Quota Issue or a
Sales Effectiveness Issue? 165
10 Success Factors for Better Quotas 171
See Beyond a Single Number 171
Remember the People 172
Involve the Right Team 172
Don’t Get Lost in the Legacy 173
Get a View from the Bottom-Up 173
Move Beyond History 174
Balance Market Opportunity with Sales Capacity 175
Fit the Methodology to the Account Type 177
Make Your Approach Scalable 177
Don’t Over-, Over-Allocate 178
From History to Opportunity 179
5 Questions You Should Ask Your Team About
Quota Setting 182
Chapter 7
Managing Sales Management: Understanding
Roles and Rewards 183
Sales Managers Aren’t Just Big Salespeople:
What Does It Take? 185
They Understand How to Lead 187
They Strategize the Growth of Their Organization 188
They Are Creative at Planning and Systematically
Solving Customer Problems 189
They Are Effective at Coaching and
Developing Their Teams 190
They Sell in the Right Places 192
What Motivates Managers? 193
Role and Recognition 196
Career Map 198
Investment 199
Rewards 201
Sales Compensation 202
Long-Term Incentives 203
A Few Sales Compensation Ideas for Sales Managers 205
Establish Pay Mix with a Longer View 205
Do a Simple Roll-Up 205
Look at Team Participation 206
Shift Measures Down the Income Statement 207
Get Objective 207
5 Questions You Should Ask Your Team About
Motivating Managers 208
Chapter 8
Making Change: Communicating and
Implementing the Sales Compensation Plan 209
Change Management Key Steps 213
Start Strong 214
Craft the Change Story 216
See the Organization’s View 220
Get the Change Forecast 222
Leverage the Learning Modes 225
Follow the Process 227
5 Questions You Should Ask Your Team About
Making Change 231
Chapter 9
The Role of the C-Level: Getting Involved in the
Right Way 232
C-Level Involvement in the Sales Compensation Process 235
Providing Strategic Direction 236
Getting Involved in the Process 240
Reviewing, Approving, and Supporting
the Program 241
Asking Good Questions 244
5 Questions You Should Ask About Your Executive
Involvement 248
Chapter 10
Your Strategic Sales Compensation Report Card:
Grading Your Plan and Taking Action 250
Grade Your Plan 251
Time for Action 252
Glossary 257
Index 265
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