Performance-Based Pay for Marketeers

It has often been a question I have asked when many people in an organisation contribute to the sale of a product or solution why is it that the sales person is the only employee who seems to receive all the accolades and the monetary rewards. Sales people go to achievers club receive the plaque, certificate and the congratulations from the CEO and generally get treated and compensated as if they were the only people involved in the deal.

In this day and age of many sales led businesses vying for the best talent available in their market the compensation model for non quota bearing people needs to change. If a business wants to grow revenues while developing their employees which is what I have heard from all the Human Resources departments in business where I have worked. If they want to promote a positive environment where individuals are working together as a team rather than against each other then more attention needs to be given to performance based pay arrangements.

Over my years of working in multinational vendors I always found it frustrating to know that my dedicated and professional team of marketers who had help contribute to many sales, as we track ROI and CRM systems are only eligible for the worldwide group nominal bonus scheme. Where are the 3x kickers for getting a 200% attendance at a customer event from the database the team nurtured over the past 12 months? Where is the achievers club for getting 20x net new CEO’s of target accounts to a breakfast seminar where the sales leaders just need to turn up or spending 100% of partners JMF funding in a given period. Business is not just about sales it is about relationships and performance.

HR leaders need to stand up and make a case to balance the business. Reward loyalty, hard work, professional and passion or risk losing your highest performers to companies that embrace a new method of compensation for a non sales person.

In an article by Michael Alter he outlines seven incentive pay best practices:

• No. 1: Reward Individual Achievements: A companywide program with a shared goal
• No. 2: Find Relevant Goals for Every Employee: Motivate staff that are not in the sales department
• No. 3: Create Rewards for Teams of Workers: Team motivation can add to increased productivity
• No. 4:  Communicate, Communicate, Communicate: Keep the staff informed about the levels of performance and the interest will remain in the program
• No. 5: Measure Results Mindfully: Flexibility in measurement is another key to the success of the program
• No. 6: Empower Your Workers to Be Successful: Give your employees empowerment to succeed in the program
• No. 7: Cash Isn’t Always King: Ask those involved what would be the most appropriate rewards to offer