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VP Sales Executive Compensation Highlights, SaaS Software

As executive recruiters, we often get asked about executive compensation.

So often—after we finish up a search—we aggregate the compensation data we’ve collected across the search, and share it back with the innovation community. In this case, we recently finished a VP Sales  search for a profitable SaaS software client located here in the Northeast  in November, 2011.

Here is the snapshot of compensation highlights from our search—

The footnote at the bottom of the image above articulates the following criteria for the majority of companies in this data set:

  • SaaS software companies (all B2B)
  • This compensation data was specifically from those who had at minimum national sales responsibility for the U.S.  Regional Sales VPs were not included (i.e., Eastern, Central, or Western Regional VP Sales titles)
  • Although a number of these companies had venture capital/external funding, many were also larger publicly traded companies
  • Profitable stage
  • Companies were located in across the US, with about half located in the Northeast, 25% in the Southeast, and 25% in the Northwest US (Northern CA & WA)
  • There are many variables to consider that influence where to pinpoint one’s own compensation vis-a-vis the above:

  • The more  urban locations,  the more likely compensation will be higher
  • The later the stage of company development, the lower the incentive compensation, the earlier the higher.  Yes, this is counter-intuitive, but usually the larger the company, the more mature and capped the incentive compensation plans become
  • Note that no equity has been included in this data set of compensation highlights.  This does not mean to imply that no equity was held by many of the VP Sales executives surveyed.    However, in general, equity is considered less important for the sales team and sales leaders, as their incentive compensation plans serve a similar purpose, simply allowing the sales team and sales leadership to “cash-and-carry” on a quarterly and annual basis more so than the rest of the executive team members who do not share in the same incentive structures and therefore rely on smaller annual bonuses, and typically a larger stakeholder role.
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    CEO Survey, Fall 2011 | Questions

    How & What Growth-stage CEOs Are Ending 2011 & Planning for 2012

    Below is the hyperlink to take the Q4 CEO peers speed-survey, exclusively for growth-stage CEOs. This survey focuses on “How & What Growth-stage CEOs are Ending 2011 & Planning for 2012″

    This shouldn’t take more than 5 minutes of a busy CEO’s time–

    We here at BSG Team Ventures periodically take the temperature of the markets we serve. The survey is no more than 15 questions, most simple multiple-choice.

    These surveys are created and compiled by BSG Team Ventures as a courtesy to our executive ecosystem with the belief that knowledge is power. Aggregated peer-provided knowledge is “actionable power.”

    To compare how you’re feeling a year later with the survey results from Q4 2010, titled “CEOs Plan for 2011”, go to http://www.bostonsearchgroup.com/blog/q4-2010-ceo-survey-of-growth-stage-companies/

    We make an effort to survey only those who fit the category (in this case, sitting CEOs or board member/founders of technology/science-driven growth-stage companies). [Note, if you don't fit the aforementioned description, please refrain from responding.]

    Feel free to forward to the qualified CEOs in your sphere of influence. The more data generated, the more accurate the trend lines.

    All responses are anonymous due to the web-based survey technology employed.

    We will forward the survey results within the next two weeks to the email address on file. Please let us know if there is another email address you wish us to send the results to as well.

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    Q4 2010 CEO Survey of Growth-stage Companies | CEOs plan for 2011

    Each quarter we survey growth stage CEOs who are running innovation driven companies.  This quarter,  we had more than 60 CEOs responding.  CEOs were running companies in broadly defined technology (software, hardware, semiconductor, telecom), Internet (e-commerce, media, social, entertainment), medical devices, biotech, and cleantech / renewable energy sectors.

    A note on methodology.  We send these surveys only to those who fit the category (in this case, sitting CEOs or board member/founders of technology/science-driven growth-stage companies).    All responses were anonymous due to the web-based survey technology employed. The majority of respondents were in the United States, with the highest concentration on the East and West coasts (New York, Boston, and San Francisco/Silicon Valley areas).

    For prior survey results from Q2 2010, titled “Impact of Economy and Renewed Growth”, go to http://www.bostonsearchgroup.com/blog/ceo-survey-results-q2-2010-%e2%80%93-impact-of-economy-renewed-growth/ .

    ECONOMIC CLIMATE

    The first set of questions was around the economic conditions in which each CEO felt s/he was operating.    One question we continue to ask and re-ask over the last six quarters or so targets the turbulence in the macro- economic climate.  It is interesting to compare CEO responses to the same question, “Do you anticipate a double dip in the near term future?”

    * In Q3 2009, more than half  (54%) of CEOs polled were expecting a double dip, and planning accordingly

    * In our Q2 2010 survey,  again 50% felt a second economic correction was likely, the biggest percentage of those CEOs believing it would be in either Q3 2010 or sometime in 2011.  The other half  of CEOs felt the specter of recession was behind them

    * Currently in Q4 CEOs were consistent with prior quarters with a bit more than 50% indicating they didn’t feel a double dip was likely, and the other half of the CEOs saying either a 50/50 probability or greater (16% feeling more likely than not)

    So less than 1 in 5 CEOs feel another economic dip is likely.  No CEOs selected the ” greater than 75%” probability.

    It’s interesting to do a meta graph of the changing CEO sentiment on this question.  Surprisingly, the graph would be sloping downward, but not as much as many would hope.  The high point was certainly back in Q3 2009, but even throughout 2010, as many CEOs were fearful of a negative correction as those who felt it was behind us.  No doubt this “lack of confidence” index doesn’t inspire the CEO with a swashbuckling, damn-the-torpedoes-full-speed-ahead attitude toward growing their companies.  Rather, it makes CEOs think in short-term windows, perhaps 3 months at a time, with little appetite to make medium or long-term bets.

    Those CEOs who felt another downturn was likey referenced several factors that might tip the scales negative–  gridlock in Congress due to midterm elections and likelihood that Democrats lose congressional majority, a belief that a bad Q4 holiday retail shopping was likely, and the persistent overhang of ongoing commercial and residential loan defaults.

    As for when another economic dip might occur if it were to occur, the vast majority of CEOs pointed to Q1, 2011, with Q4 of this year and Q2 2011 tying for second at 18% each.

    STRATEGY

    Almost 50% of CEOs polled said that they had either made a shift in strategy in 2010, or were planning to in the near future.  Granted, growth-stage companies are prone to shifting strategy until they land upon the best formula for significant and sustainable growth.  However ~50% is a big number, and clearly a chunk of those companies have been driven to rethink their strategies because of the challenging economic climate, the concern over the future, and the possibility that 2010 might represent “the new normal” where with no economic “rising tide” no help generated to float all company boats as in periods of economic expansion in the past (1997-2000, 2005-2008, etc).

    CASH FLOW

    The majority of CEO survey respondents (49%) indicated that they were still planning on burning cash over the next 2 quarters.  24% indicated they would be profitable.  CEO comments regarding this question indicated an overwhelming drive toward cash flow break even.  That was the big push and focus for their companies in 2010, and if they hadn’t achieved it yet, they were gunning to by end of the first quarter of 2011.  CEOs also commented that they were trying to run their companies at break even, with any extra EBIT being reinvested back into the company for additional growth.

    COST REDUCTION PLANS

    When asked what were the top 3 areas CEOs were targeting for cost reduction, the following table summarizes their responses, representing a combination of spend reduction and staff reduction in non-core areas.  There was a preference by CEOs to favor non-staff cuts over cutting headcount if at all possible, but many acknowledged that in order to make meaningful cuts, staff had  to be considered in the equation.

    CEO responses when asked about increasesin spend were logical.  The top three in order were sales, marketing, and R&D.  Many of the comments about this question noted the fact that outside of directly growing revenues, additional spend was hard to build in when many CEOs are driving toward a minimum cash-neutral mandate and economic uncertainties are driving CEOs to think conservatively rather than expansively.

    [Click on "more" below for remaining 8 slides and narrative from Q4 2010 CEO survey]

    More…

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    How long do executive searches take? How many get completed? How many candidates interviewed?

    Survey of 50 of the Fortune 500 companies reveals how long executive searches take, the average number of candidates interviewed,  how many of them actually get completed, and what percentage of those candidates are female or minority.

    As executive search consultants, we often get asked a series of questions by our client companies surrounding the executive search process.  Many of these questions are driven at gathering market intelligence around our executive recruiting.   The aim?  To create some third-party benchmarks to help companies understand whether a search has gone about average, better than average, or (gulp) “below the mean.”  Keep in mind, these could be internally run searches done in the “DIY” fashion.  Or searches executed by in-house recruiting departments or human resources staff.

    Historically, there has been precious little data generated by third-party sources with enough statistical heft to garner much credibility.

    One of the sources that at least aims to collect good data is created by David Lord, who heads the Executive Search Information Services organization.  David is a veteran observer and analyst of the executive recruiting industry, and has run a roundtable of senior talent executives from Fortune 500 companies for the last 20 years or so.  For further information, see www.davidlord.com.  Some of the data that ESIS collects is via an annual survey of those senior human resources executives who participate in these roundtables.

    For our clients, we often reference ESIS data when made available.  At our request, below is a data table we created from some of the information ESIS kindly provided that shows some longitudinal data over the last 4  years, 2006, 2008, and 2009.

    Trends worthy of note?

    Search completion times have come down by almost a month from near 5 months down to 3.5 months.  Good news for all, the company, the candidates, and the search firm.   It will be interesting to see if this flattens out, or jumps back up for 2010 due to tightening talent pool on the supply side as the economy began to pick back up this year.

    Number of candidates interviewed per hire dropped from 6.5 to ~5.  This could be an indication of a company’s increasing confidence in what they’re looking for, or an indication of sense of urgency around key hiring to help companies as they struggled through a very tough 2009.

    Female and minority hiring at the executive level has improved, but not as much as many would have thought. Women executives were hired 29% of the time in 2009 versus 23% in 2006.  Compared to the workforce percentages of women to men, this is still inversely proportioned.  Minorities have seen a nominal increase of 1% more hired over  the last 5 years, which–when considering rounding errors– is effectively no increase at all.

    Search completion rates have remained flat, with 4 out 5 searches engaged getting completed. Over the last 5 years,  search completion rates have hovered around 80%.  This is reported by corporations only, so subject to different numbers search firms might proffer.

    Retained executive search statistics, 2006-2009

    For deeper data, please contact ESIS.

    Additional footnotes worthy of note:

    1) For some reason, executive search firms specializing in the financial services sectors and related areas often calculate their “days to complete” numbers counting only business days, excluding weekends and bank holidays.  This can often make comparing normative data a bit more troublesome

    2) Days to completion numbers are calculated using the date of accepted offer of employment, not candidate start date/first day of work.  This is done because resignation periods vary widely and would undermine data integrity.

    team
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    CEO Survey, Fall 2010

    TOPIC: How & What Growth-stage CEOs Are Planning for 2011

    Below is the hyperlink to take the Q4 CEO peers speed-survey, exclusively for growth-stage CEOs.  This survey focuses on “How & What Growth-stage CEOs are Planning for 2011″

    This shouldn’t take more than 5 minutes of a busy CEO’s time–

    We here at BSG Team Ventures periodically take the temperature of the markets we serve. The survey is no more than 15 questions, most simple multiple-choice.

    These surveys are created and compiled by BSG Team Ventures as a courtesy to our executive ecosystem with the belief that knowledge is power.  Aggregated peer-provided knowledge is “actionable power.”

    For the survey results from Q2 2010, titled “Impact of Economy & Renewed Growth Planning”, go to http://www.bostonsearchgroup.com/blog/ceo-survey-results-q2-2010-%E2%80%93-impact-of-economy-renewed-growth/

    We make an effort to survey only those who fit the category (in this case, sitting CEOs or board member/founders of technology/science-driven growth-stage companies). [Note, if you don't fit the aforementioned description, please refrain from responding.]

    Feel free to forward to the qualified CEOs in your sphere of influence. The more data generated, the more accurate the trend lines.

    All responses are anonymous due to the web-based survey technology employed.

    We will forward the survey results within the next two weeks to the email address on file. Please let us know if there is another email address you wish us to send the results to as well.

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    Founder Compensation Data & Trends for Angel-funded Companies

    One of the many challenges for early-stage technology and science-driven companies revolves around compensation for founders.  When a start-up is created, how do those there at the beginning get compensated?  When there isn’t any cash in the bank yet, and there may be a period of time where products are in development, do founders get compensated, and if so, how?  When angel investors seed the company, what happens then? Founders usually will get cash compensation, but perhaps not at the same levels as when the company later gets venture capital funding.

    We were asked by one of our clients to help determine appropriate compensation parameters for an angel-funded enterprise.  From this, there were clear norms that emerged–

    Looking at a half-dozen angel-funded companies in the New England region (Boston, Massachusetts, New Hampshire), we assembled some data that helped inform the above mentioned principles.

    Note that there are rarely more than 2 founders.  Therefore, two can initially split the equity 50/50, and even with significant dilution, still end up with a meaningful equity stake after either angel, venture capital rounds, or both.  If a higher number of co-founders split the equity pool, fully diluted equity stakes can dwindle to amounts that make it hard for those founders to retain meaningful upside in their enterprises at later growth stages.

    Just food for thought for those who are creating new companies in today’s market conditions.

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    CEO Survey Results, Q2 2010 – Impact of Economy & Renewed Growth

    The Q2 2010 CEO survey has logged more than 50 respondents, so although additional responses may roll in, we’re posting the results in order to make the feedback to those who participated as timely as possible.   Additional responses are unlikely to skew the percentages significantly.

    We at BSG Team Ventures periodically take the temperature of the markets we serve.  Below are the results.  This survey’s focus was on the economic recovery (is it indeed here, and if so, measured how?), and where CEOs are budgeting their spend in the 2010 recovery year.

    A note on methodology.  We send these surveys only to those who fit the category (in this case, sitting CEOs or board member/founders of technology/science-driven growth-stage companies).    All responses were anonymous due to the web-based survey technology employed. The majority of respondents were in the United States, with the highest concentration on the East and West coasts (New York, Boston, and San Francisco/Silicon Valley areas).

    For prior survey results from Q3 2009, titled “Strategy & Outpacing Your Competitors in the Recovery”, go to http://www.bostonsearchgroup.com/blog/3rd-quarter-innovation-ceo-survey-results-outpacing-competitors-recovery/.

    The response to the first question clearly demonstrates that CEO sentiment versus our last survey has demonstrably shifted, with almost 75% of CEOs indicating that the economy has either bottomed out, or is recovering.

    Similarly, for those growth-stage tech or sciences driven companies, when looking at revenues, more than 40% of CEOs reported that revenues were up from Q1 to Q2, with the largest percentage revenue increases in the 1-25% range.  Approximately 10% of CEOs reported revenue increases of 25% or more.

    We at BSG Team Ventures periodically take the temperature of the markets we serve. Below is a no more than 10-question multiple-choice survey for CEOs only.

    We send these surveys only to those who fit the category (in this case, sitting CEOs or board member/founders of technology/science-driven growth-stage companies). [Note, if we've mistakenly sent this to you and you don't fit, please refrain from responding.  Feel free to forward to the qualified CEOs in your sphere of influence.  The more data generated, the more accurate the trend lines].

    For the survey results from Q3 2009, titled “Strategy & Outpacing Your Competitors in the Recovery”, go to http://www.bostonsearchgroup.com/blog/3rd-quarter-innovation-ceo-survey-results-outpacing-competitors-recovery/

    All responses are anonymous due to the web-based survey technology employed.

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    CEO Survey, Q2 2010 – Impact of Economy & Renewed Growth

    We periodically survey the CEOs in our network on topics we feel are relevant to aggregate information around and rediseminate.

    Below is our Q2 2010 CEO Survey.  Please participate, and we’ll share the results back with you once the survey closes in the next week or so.

    Click on “Take my survey” below.  It won’t take more than a few minutes for mere mortal CEOs.  But, as you’re more the superhero CEO type, it will no doubt take you a fraction of that time to complete.

    To see the results from our last survey, titled “Outpacing Competitors in the Recovery”, go to http://www.bostonsearchgroup.com/blog/3rd-quarter-innovation-ceo-survey-results-outpacing-competitors-recovery/

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    3rd Quarter 2009 CEO Survey Results– Strategy & Outpacing your Competitors in the Recovery

    Strategy for Innovation

    Every few months we survey the innovation-stage community of CEOs with the goal of leveraging our C-level relationships as executive recruiters to generate collective wisdom to share back.    We hope below you find insights that help to run your companies more strategically.

    In August, we surveyed our CEO community and had more than 60 CEOs participate.  Thanks to all who contributed.   The theme of this survey was centered around whether a different strategy is required to succeed post-recovery than that which was in place pre-recession.  These CEOs came from those practice areas in which we focus, and included broad based technology companies in the media, software, mobile and telecom sectors, Biotechnology, medical devices, and cleantech / renewable energy.

    Innovation-stage CEO survey

    The 60-plus participating companies were spread across the growth-stage spectrum, ranging from pre-revenue through profitable/shipping product, most being seed-funded through post-Series C, as well as private equity-backed–

    Innovation-stage CEO Survey, September, 2009

    To set the stage for the survey questions, when asked when CEOs were expecting the recovery to materially reach their companies, the results were still quite bearish, with more than 50% responding Q2 2010 or later–

    growth-stage/ VC-backed CEO survey

    Although entrepreneurs are supposed to be eternal optimists, when asked what sort of recovery CEOS expected, again, the majority picked the worst of the alternatives, with more than half opting for a “W” recovery (in graphical terms, a double dip, with the last year starting September 2008 to now equalling the first “u” of the “W,” and another anticipated dip between now and Q2 2010 or later.  Almost as bearish, 28% of CEOs chose an “L” recovery, indicating that they felt “recovery” was really better defined as a flatting out of the downward trendline, but no corresponding upward rebound–

    growth-stage/ VC-backed CEO survey

    The next several survey questions focused on business strategy.  58% of CEOs indicated that they were not planning on pursuing the same strategy after the recession than before–

    growth-stage/ VC-backed CEO survey

    In executing on their strategies, CEOs responded somewhat intuitively that sales & business development functions would be two of the most important executive level functions that would help them in executing successfully post-recovery.  Somewhat less intuitively, the third most important functional area ranked was product development–

    growth-stage/ VC-backed CEO survey

    The last strategy question posed to CEOs was whether - if a majority of the CEOs were executing on a different strategy in post-recovery than pre-recession – did CEOs feel that the same executive team they had could execute effectively on both.  More than a third of CEOs surveyed indicated, no, their current executive teams were not the right teams for their new post-recovery strategies.

    growth-stage/ VC-backed CEO survey

    As for their companies’ financial condition, 60% CEOs responding indicated they were still burning cash, 15% were cash flow break-even, and 25% were running their companies in cash positive position–

    Innovation-stage CEO Survey, September 2009

    And answering the perennial question as to whether CEOs were planning on raising equity capital in the near future, slightly more than half responded in the affirmative–

    Innovation-stage CEO Survey, September, 2009

    In conclusion, the survey pointed up the fact that innovation-stage companies are still very cautious around the economic forecast, have recast their strategies as different from pre-recession in preparation for the recovery, but still have some retooling to do within their executive teams to optimize the chances of outstripping their competitors in 2010.

    Thanks again to the CEOs who participated.  Knowledge is power.  Collective knowledge is actionable.

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    Cleantech CEO Poll: Is the carrot of stimulus dollars influencing your strategy?

    We’ve begun to circulate weekly questions posed by CEOs of other peer-CEOs in an effort to bridge the knowledge gap.

    These questions range from fundraising to economy related,  compensation, board management,  product development,  sales etc.

    This week’s question is industry-specific to cleantech, only circulated to CEOs in the broadly defined cleantech segment:

    All your responses are anonymous due to the nature of the polling software employed above.   Prior CEOs’ cumulative responses are available immediately after answering the question here. The response will also be forwarded by email within a week of the poll launch.

    Ours is a two-part value in this Q&A exercise:

    • validating the respondents as posessing the experience required to answer the question(s) with authority, and
    • retaining the buffer between asker and answerer

    Thanks in advance for your input.

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