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Sales Compensation Essentials - A Field Guide for the HR Professional

Sales Compensation Essentials
A Field Guide for the HR Professional

Table of Contents


Sales compensation usually is not a full time responsibility for HR generalists. However, HR generalists often do have a need to quickly understand sales compensation 'basics.' Frequently, they are in a position where they are expected to provide practical guidance on the most appropriate process to follow in assessing plan effectiveness, designing a new plan or both.

Sales Compensation Essentials: A Field Guide for the HR Professional is intended to educate HR generalists, compensation professionals, and consultants — both internal and external — who from time to time are asked to participate in the design and implementation of a sales compensation plan. Additionally, this new book allows the HR generalist to have a ready resource available for members of the company's sales compensation plan design team — both operating executives and staff managers.

The book is both practical and actionable for different reasons, depending upon the particular sales compensation challenges the reader faces. The book, authored by noted sales compensation experts Jerry Colletti, Mary Fiss, Ted Briggs and Scott Sands, is useful in the following ways:

  • It is a reference guide that succinctly relates the concepts, principles and practices that shape the way HR professionals should think about the role of sales compensation in helping their companies achieve business goals and objectives. It makes it easy for the reader to acquire knowledge and master the use of tools to help top managers make informed choices about plan design, implementation and ongoing management.
  • It is a design guide that shows the reader how to modify or change a sales compensation plan ñ one of the most important tools used to direct, motivate and reward sales success.
  • It is a change management guide that provides a tool for the reader to use when it comes time to provide advice during the implementation of a new sales compensation plan.

There are at least three major contemporary books in sales compensation: The Sales Compensation Handbook (AMACOM, 1998), Compensating New Sales Roles (AMACOM, 2001) and Compensating the Sales Force (McGraw-Hill, 2003). These books provide the reader with a comprehensive treatment of the subject. Sales Compensation Essentials is not designed to replace or substitute any of these three books. Rather, the field guide boils down to this simple fact: not all people want to be sales compensation wizards. They have a need to acquire authoritative and practical information about sales compensation, so they could be confident with the matter at hand. That's where the Field Guide comes in handy. Itís not trying to turn the reader into a sales compensation guru, but it will enable the reader to pick up significant and useful information. This means the reader will learn enough to quickly make a contribution to sales compensation plan effectiveness.

The book succeeds, in several chapters, with an effective how-to approach — and teaches the reader how to identify issues, opportunities and alternatives in sales compensation design, as well as how to work with his or her organization to address them.

 
"Sales Compensation Essentials provides an exceptional balance between the depth required for those experienced in delivering salesforce success and the breadth needed for those new to the field. In particular, it offers a clear roadmap for assessing how well your sales plans are working today, and how best to think about ensuring they deliver even greater value tomorrow."
Laszlo Bock
Vice President, Human Resources
GE Capital Solutions
"This text provides valuable information and reference material for any HR practitioner or line manager for use in working with salesforces. Easy to read and chock-full of easy-to-apply ideas and frameworks, it is one of the best salesforce effectiveness compendia to hit the shelves in a long time."
Gary Starzmann, CCP, CBP, GRP, SPHR
Global Compensation Solutions Architect
ACS, Inc.
"This book provides the HR practitioner with a basic understanding and approach in sales compensation design. It not only teaches the basic concepts, but outlines a methodology that can easily be adopted and implemented into a variety of organizations. It also addresses alternative approaches which are welcome in today's environment."
Lorrie M. Ferraro, CCP, PHR
Global Director, Human Resources
Parexel International

Author(s): Jerome A. Colletti, Mary S. Fiss, Ted Briggs and S. Scott Sands
Publisher: WorldatWork (2006)
Pages: 175
Cover: Soft
ISBN: 1579631436


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Table of Contents

Introduction
How This Book Can Help You
How This Book Is Organized

Chapter 1: The HR Professional’s Role in Sales Compensation

Working with the Sales Organization
Six Areas of Sales Compensation Plan Involvement
   1. Problem Resolution
   2. Design and Implementation Process
   3. Sales Compensation Guiding Principles
   4. Competitive Pay Assessments
   5. Industry Trends and Practices
   6. Plan Effectiveness Assessment
Summing Up

Chapter 2: Sales Compensation Fundamentals

Compensation Tied to Total Rewards
Variable Pay Plan Categories
Sales Compensation Philosophy
Guiding Principles
Eligibility for Sales Compensation
Target Earnings
Salary/Incentive Ratio and Target Upside
   – Salary/Incentive Ratio (Mix)
   – Target Upside (Leverage)
Plan Measures and Performance Standards
   – Performance Measures
   – Number of Measures
   – Performance Standards
   – Sales Crediting
Timing Considerations
Alternative Mechanics
   – Plan Types
   – Modifiers
Summing Up

Chapter 3: Understanding Common Problems in Sales Compensation

Missed Financial Objectives
Sales Employee Dissatisfaction
Sales Management Frustration
Exceptions
Overuse of Sales Contests or SPIFFs
Plan Framework Does Not Keep Pace with Strategy
Inadequate Systems Support
Helping Sales Leaders Overcome Common Problems
Summing Up

Chapter 4: Participating in the Design Process

Process Importance and Benefits
Process Participants
The Design Process
   Step 1: Clarify Business Objectives and Strategic Initiatives
   Step 2: Assess Current Plans
   Step 3: Define Objectives of the Sales Compensation Plan
   Step 4: Assess Eligibility of Jobs
   Step 5: Establish Compensation Levels
   Step 6: Select Performance Measures and Determine Weighting
   Step 7: Develop the Plan Formula
   Step 8: Determine Performance Measurement and Payout Periods
   Step 9: Complete Cost Analysis and Determine Earnings Impact
   Step 10: Finalize and Launch Plan
Summing Up

Chapter 5: Assessing Current Plan Effectiveness

Preparing for the Assessment
Data and Analytics
External Surveys and Benchmarking Analysis
Qualitative Assessment — Interviews and Surveys
Administrative Assessment
Summing Up

Chapter 6: Designing a New Sales Compensation Plan

Preparing for the New Plan Design Process
Defining Sales Compensation Plan Change Objectives
   – The Impact of Sales and Business Changes on Sales Compensation Success
   – Plan Change Objectives
Building Plan Designs
Costing the New Sales Compensation Plan Design
Types of Costing Analyses
Summing Up

Chapter 7: Implementing a New Plan

Common Transition Issues
   – Resistance to a New Role
   – Lack of Support from Managers
   – Objections to Measures or Mechanics
   – Change in Cash Flow
   – Failure of Administrative Systems
Developing the Implementation Plan
Implementation Process Roles
Plan Modeling
Implementation Tools
   – Plan Documentation
   – Training for Managers and Internal Resources
   – Venue Choices for Plan Introduction
Monitoring Change and Measuring Success
   – Facilitating the Assessment of Plan Effectiveness in Achieving Desired Objectives
   – Surveying Salesforce and Manager Attitudes About the New Plan
   – Mid-Course Reviews and Corrections
Summing Up

Chapter 8: Aligning Other Rewards and Recognition Programs

Tie to Total Rewards
Pay Increases
Formal and Informal Add-On Programs
   – Contests
   – Rewards and Recognition Programs
   – Informal Recognition
What Can Possibly Go Wrong?
Summing Up

Chapter 9: Governance of Sales Compensation Programs

Compensation Governance
Communication and Process Gaps
   – Gap Between Senior Management and Front-line Managers
   – Gap Between Functions
   – Gap Between Business Units
   – Gap Between Geographies
Common Sales Compensation-Related Governance Problems
Demystifying Sarbanes-Oxley
A Detailed Governance Model
Leadership
Central vs. Local Control
Meetings, Voting, Notes, Documentation
Summing Up

Selected References
Glossary
About the Authors

 


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