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Predicting and Assessing The Cost of The Sales Team

90 Minutes
6 months
Webinar Id:
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Recorded Version

$195. One Participant

Recorded Version: Unlimited viewing for 6 months ( Access information will be emailed 24 hours after the completion of live webinar)


There's a lot of discussion of "CCOS" these days (Compensation Cost of Sales). It's a very important metric, but very difficult to compare from one company to the next, even within the same industry. Early stage companies tend to have a higher sales comp cost % revenue; higher margin businesses tend to be willing to pay more for the next sale; complex sales organizations with specialized channels tend to have a lower sales comp cost % revenue once the channels are optimized, but higher early in the deployment of the channel strategy.

So, what analysis can shed light on these differences, how do you look at comparisons, and once you have your baseline established, what can you do to manage down your sales compensation cost?

Why should you attend: Is your sales compensation cost appropriate for your business? Is each of your sales teams/channels adding value? What about your top performers vs. your under-performers? Where is the money going, and what is the business getting for that sales comp spend? Understanding the structure of your compensation spend is vital to ensuring the sales function is creating value for the business.

Areas Covered in the Session:
  • Correct measurement of the cost of the sales team vs. productivity - what's in the numerator and what's in the denominator?
  • Specific analyses to be completed, illustrated by a case example
    • Follow the money, by incentive measure and sales team
    • Understand the cost of the sales force by performance level
    • Understand the cost by channel
    • Trending aggregate cost of comp over time
  • Typical patterns in CCOS
  • Best ways to improve CCOS
  • Common misconceptions about CCOS
  • What to expect as the business matures

Who Will Benefit:
  • HR Generalists supporting sales teams
  • Compensation Managers
  • Sales Leaders
  • Finance Leaders
  • Business Owners

Donya Rose is Managing Principal of The Cygnal Group, located in Chapel Hill, North Carolina. She has over twenty-five years of experience in leading the design and implementation of systems and processes to ensure alignment of business results with top business priorities.

Prior to founding The Cygnal Group, Donya was a consultant in Towers Perrin’s Sales Effectiveness Practice. Donya’s recent larger clients for whom she has led compensation design efforts include Red Hat Software, Comcast Business Services, Elster Solutions, and Novartis. In addition, Donya regularly assists smaller companies and startups with sales compensation plan design as they launch their sales teams and move through the early stages of growing their top line.

Donya’s passion is practical value-creating compensation plan design supported by thorough modeling to anticipate effects of proposed plans on individuals and the company. Because clients generally choose to stay engaged with The Cygnal Group for years, Donya has had a chance to learn which plan design elements often recommended by consultants are most likely to confuse employees and/or confound plan administrators. As a result, she focuses on simple, clear designs with direct links to strategically important business results.

Donya holds a Bachelor of Science in Mathematics from Davidson College, and a Master of Science in Operations Research and Systems Analysis from the University of North Carolina at Chapel Hill. She is a WorldatWork Certified Sales Compensation Professional (CSCP).

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