Why does Sales bear all the risk (and reward) for the sales of your product?
In most every organization with a dedicated sales team, there is a clear distinction between the way the salespeople are compensated and the way everyone else in the company is compensated.Ā
Typically, sales teams work under aĀ traditional commission model. They earn a low (or no) base salary and a monthly commission based on their personal production (ie - usually a percentage of closed monthly sales). This means the monthly take home pay for a sales person can fluctuate violently. One month he/she could be flush with cash and the next not be able to pay the rent.
This is what I refer to as personal financial risk. When a person doesn't know what he will earn on a monthly basis - and there is a chance that what they do earn won't cover their personal monthly expenses - they are taking on personal financial risk. Sales people working under traditional sales comp models are taking on a great deal of this risk.
Meanwhile, back at HQ, everyone else in the organization is compensated under an essentially risk-free comp model. Engineers, marketers, product designers, CEOs -- all make healthy, consistent salaries that do not fluctuate with the ebb and flow of monthly sales. These salaries may go up (with bonuses, etc), but they don't go down. The people living on these comp plans do not bear any personal financial risk based on sales.
Why is it that only a select group of individuals in the company bear all the risks (and rewards) associated with whether or not your product sells?
The obvious answer - "Because the sales team is responsible for sales. It's their job to sell, so they should be compensated based on how well they do. Not to mention that there is nothing more motivating than personal financial risk. A hungry sales person sells more product!"
Let's leave the second part of this answer aside for a moment and address the first.Ā The idea that salespeople should bear personal financial risk because they are 'responsible for sales' is an obvious & easy answer. But, I would argue, it's also a pretty shallow way to approach the question. This is even more true with early-stage enterprises. Ā
The reality is that the sales team sits downstream of many important decisions and activities - all of which have significant impact on the sales of your product.
The CEO makes decisions around what markets to enter, the general product strategy, brand development, resource allocation for execution, the fundraising needed to support the product, etc;
The Product team builds the product - makes decisions about feature development, UX, functionality, priority, etc;
The Marketing team determines positioning, messaging, creative,Ā placement, pricing, lead generation, etc;
The Customer Suport team impacts customers' experience with the product;
The Legal team decides on the complexity of the contracts and terms surrounding a deal, etc
The earlier-stage your business, the more these upstream decisions impact sales. Therefore...IF:
All of the people mentioned above, their decisions and their activities, have major impact on sales and;
There is nothing that motivates performance like personal financial risk;Ā
WHY ISN'TĀ EVERYBODY ON A COMMISSION PLAN?Ā
If you build a terrible product focused on the wrong market, why should your salespeople be penalized for that? At the same time, if you build a product that 'sells itself', why should your sales team reap all the benefit?Ā
Imagine if everyone in your organization that has an impact on sales were on a commission comp plan. How do you think that would that change the way things happen?
Do you think your product designer/manager would roll his eyes every time he received product feedback from the sales team? Or do you think he would beĀ desperateĀ to hear what prospects are saying about the product? Do you think he'd be calling the salespeople after every demo - dying to know what features would be important for closing deals? Do you think prioritization meetings would take a different shape? How fast do you think new features would be released?Ā
Do you think your CEO would spend less time busting the sales team for their numbers & projections or do you think he/she would get more involved with helping to close deals? Or doggedly finding solutions to issues that may be impeding sales?
How about marketing? Is it likely that the maketing department would spend more time rooting for the sales team as opposed to criticizing them for "fucking up all my great leads"? Do you think more efforts would be focused on finding the 'right' leads - the ones that would close quickly? Do you think they would spend talking to customers and sitting in on demos?Ā
How about your legal team? Do you think your contracts might get a bit lighter, easier to understand and be free of the sticking points that impress lawyers, but needlessly complicate sales? Do you think 'processing' time on deals would get a bit quicker?
What else do you think would change?Ā
Next time you hear a CEO say something to the effect of "we are sales-focused organization" or "at our company, everyone is in sales" - ask him or her how he pays his people. If everyone is in sales, then is everyone bearing personal financial risk tied to revenue? How about him/herself? How variable is his/her monthly take home pay? Is he bearing personal financial risk?
Ā Do I recommend that you should build out comp plans so that everyone in the organization bears personal financial risk attached to sales? Maybe. If you feel that it's ok for some of your employees to bear personal financial risk attached to revenue, then I do recommend this plan. Everyone in.
Of course, the risk with this plan is that it creates a short-term focused organization. It disincentivises experimentation and investment in longer-term initiatives that may be good for the company. But again, if you are going to require anyone in the organization to take on this risk, everyone should. I think this is especially true in early stage businesses that are dependent on revenue for survival. All in.Ā
The alternative to everyone taking on personal financial risk isĀ no oneĀ taking on that risk. But that's the subject of another post...