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.

The Company

Securing Business

The Company is one of the largest global providers of IT-security solutions and IT-Services with a focus on consulting, implementation and services.

The Company has offices in 8 countries – UK, Germany, USA, France, Switzerland, Austria, United Arab Emirates and Singapore with around 500 employees. The Company has more than 3,500 blue-chip customers and a range of government agencies.

Offerings include:

• Consulting in all aspects of IT-Security

• Continuous development of a holistic IT-Security Service Portfolio via our Managed Security Service Center and Call Center

• Close relationship with the key product vendors

• Holistic portfolio of IT-Security Solutions and Products

The Position

As a key member of the Americas executive team, the VP Sales will be the primary owner and driver of revenues for the Company, responsible for selling Managed and Professional Services (MAPS) solutions keying off of its core overlapping areas of service excellence:

o Data Protection

o Mobility

o Threats & Vulnerabilities

o Risk & Compliance (GRC)

o Cloud (securing the cloud)

The VP Sales will be part of the senior operating team for the Americas with principal responsibilities including:

• Exceed quarterly and annual revenue targets

• Develop & execute strategic sales and distribution plan: provide strategic and tactical thinking, as well as broad business insight. Take a leadership role in developing the sales strategy to support the growth of the business, while continuing to drive gross margins, quarterly bookings goals, and other KPIs

• Peer with the Professional Services team on client prospecting, engagement, and delivery

• Divisional revenue ownership

• Sales team-building

• Sales leadership and sales pipeline management

• Develop and managing detailed budgeting & forecasting

• Lead the management, maintenance & development of key partnerships in upstream indirect sales channels

• Foster teamwork and create a positive work environment for a geographically disparate sales force

• Lead and develop a dynamic and creative sales infrastructure that fits the needs of the business and the products the Company provides to its customers

• Drive internal discussion about strategies, ideas, new opportunities and the best methods for achieving success in a changing marketplace

• Consult with customers on their needs and provide feedback to other departments supporting sales efforts

• Forecast, track and report sales performance using internal tools and applications such as Salesforce.com

• Conduct internal pipeline meetings and reviews with the executive team

• Manage overall budget associated with sales plan

• Lead team in structuring strategic and integrated partnerships with key customers

• Personally assist in closing large deals and managing strategic accounts

• Travel as needed to ensure that sales and client needs are met and exceeded

Ideal Candidate Profile

The diagram below illustrates a comprehensive intersection of competencies critical in the VP Sales position:

Team

Reporting to the President of the Americas, the VP Sales currently manages and leads a sales team of 11.

Compensation

Compensation is competitive with the position’s requirements. In a performance-based environment, this will include base salary and incentive bonus structure based on both individual and company milestones.

The Company

Our client provides education solutions software for risk management and patient safety.   It has strategic partnerships with Risk Management Foundation of the Harvard Medical Institutions; and Hospital Corporation of America. Our Clients customers deploying its e-learning content represent a who’s-who of nationally recognized hospital systems and medical malpractice insurers.

The Position

The Vice President of Sales for the eLearning product suite will report to the CEO, and be responsible for all revenue generating activities within the group.

Essential Responsibilities

Individual sales responsibility (player-coach role)

Divisional revenue ownership

Sales team-building

Sales leadership and sales pipeline management

Developing and managing detailed budgeting & forecasting

Developing sales and distribution plan

Developing partnerships in upstream indirect sales channels

Ideal Candidate Profile

The diagram below illustrates the intersection of competencies critical in the VP Sales position:

Staff & Team

The company currently employs 35 full time staff and a large pool of contractors involved in product development.  As the company evolves their focus to place greater emphasis on the larger accounts, this team will evolve.  Historically the sales team has reported to the CEO, with the addition last year of a Director of Sales.  In the future, the VP of Sales will report to the CEO and the full sales team will report to the VP.  The VP Sales will have a team of both inside and outside sales, currently comprised of 6.

Financial Backing

The company is a privately held, profitable company with significant growth over the preceding two years.  As part of their growth strategy, the company took private equity capital in 2009.  Future growth will be funded by a combination of cash flow generated from retained earnings, prior external equity capital, and potential additional equity capital as deemed attractive by current company stakeholders and leadership.

Compensation

Compensation is competitive with the position’s requirements.  In a performance-based environment, this will include base salary and incentive bonus structure based on both individual, department, and corporate qualitative and quantitative MBOs.

OK, admit it.  As CEO of a growth stage technology company, when it comes to your sales team, they all have “happy ears.”  Joyce Durst, former CEO of Infraworks, an enterprise security software company in Austin, TX, used the phrase in describing the eternal sales optimism she and her VP Sales have to counterbalance every week during their Monday morning sales pipeline meetings with their sales team.  You know, this is the optimism that insists that the prospect call that just took place the week before is not only a “sure thing,” but is also a particularly big sized deal, and will surely close before the end of the quarter, with room to spare.   Unfortunately, “happy ears” are the occupational hazard of a good sales person.  These are the ones that as often as not has to take a partially completed beta product, dress it up, sell it into a market where no other solution like it has ever existed, persuade someone that the solution is a “must have,” and then also persuade the other buying influencers within the customer that doing business with an underfunded start-up with perhaps less than 12 months of cash in the bank is a capital idea.

Working with growth-stage CEOs as executive recruiters, we’re often helping to hire sales VPs that will be able to build and manage a company’s sales pipeline.  Certainly hiring the right VP Sales is an important first step in sales pipeline management.  However, once you’ve gotten the right person in the seat, we asked a dozen or so early-stage technology CEOs what other tools, processes, and mistakes they’ve used or made that have led to their “best practices” for effective sales pipeline management.

TOOLS (technology)

Regardless of which tools were the favorites of each CEO, there was agreement that data hygiene was critical

Chuck Dornbush, CEO of Athenium Software, put it succinctly, saying, “Make sure the data is well organized, and frequently reviewed.”  Another location-based services CEO added, “no matter what CRM tool you use, as CEO you need to make sure every sales person is using it, and using it the same way.” Vinit Nijhawan, former CEO of Taral Networks, emphasized that sales people hate to use a system at all; you’re lucky to get them to enter the data once, and you’ll never get them to double enter for forecasting purposes.  So you need to use the same system for lead tracking and reporting/forecasting.”

PROCESS BEST PRACTICES

Meetings 1x-week—sales people defend their new pipeline additions

One of the above CEOs stated simply– “Know the basics, and do the basics.”  In more detail, he and several others sketched the basics out.   Have a weekly sales meeting.  For sales people to have a prospect “make the pipeline report,” they need to defend their putting the prospect into the pipeline, akin to a team interrogation.

7 categories involved in qualifying additions to the pipeline

Many of the CEOs talked about the minimum information requirements for a prospect to be added to the pipeline report.  Although some CEOs had four steps, and others had up to 40, the core must-haves most often included the following 7:

1. Budget—– Is there an earmarked budget set-aside for this category of expenditure?

2. Need –Is there a compelling need driving the prospect to make this purchase?

3. Time urgency—–Is there something that creates a sense of time-bound decisioning, or is this an important-but-non-urgent agenda item?

4. Internal champion—–Is there an individual inside the prospect who’s willing to go the extra mile and spend the political capital required to “fight the good fight” internally within their own organization?

5. Decision making power–—Who holds the real “power” to make the decision?  Can a clear decision-making organization path be mapped?

6. Clear ROI—–How is the prospective customer going to measure “success” for this product or solution?

7. Trust– Both in the relationship between the individual sales person and the individual representing the prospective customer company, and the prospect’s relationship with you as a company with whom to do business… do they trust your products, your company, and your sales people?

Tim Butler, former CEO at SiteScape and now CEO of growing RFID company Tego, said that as a reminder for his sales force, they have adopted a pneumonic, BUTANE–—budget, urgency, timing, authority, need & event.

Stages of the sales pipeline

Joyce Durst has her sales team and VP Sales apply a ranking/scoring system for each sales prospect.  If the customer is 50 points or less, they remain on the prospects list only, and don’t move onto pipeline report; if more than that, 50-70, they’re pipelined for NEXT quarter; if 70-90, they’re qualified as “committed;” If 90-100, the prospect is considered “ready to close.”

Athenium CEO Chuck Dornbush finds that it’s critical to “set entry/exit rules litmus tests for each stage.”  One CEO established the rule that “you couldn’t allow a prospect into the pipeline until at least their forth stage–qualified, demonstrated, formal price quote, and funds allocated. “

Other critical ingredients

Categorize every lead as “hot, warm, cold”

In addition to assigning probabilities as a percentage, try using some sort of ranking system.  Tim Butler uses another version– possible, likely, & probable

Add non-sales peers to pipeline meetings…

One of the CEOs stated  that it was very valuable to bring non-sales functions into sales pipeline meetings.  He added that personal accountability generated by sales people committing to forecasts in front of non-sales peers in a weekly/monthly meeting environment can do a lot to reduce the “fudge factor.”

Get the customer prospect to serve as proxy VP Sales for you…

Former Pantero CEO Pano Anthos who now is CEO of Hangout added a trick of the pipeline trade he’s found very useful– —“The customer needs to sign OFF on moving from one step to another.  Have the CUSTOMER via email play a proxy VP Sales role for you.”  Do this by having your sales person ask for a confirmation by email that the prospect has indeed passed from one stage of the sales pipeline to the next, whether confirming the ROI value proposition, or the budget allocation, or any of the other stages listed earlier.

If no date for next prospect action step, off it goes…

“Every prospect has to have an action item by date, or qualify it as ‘dead,’” another CEO offered up.

Kill the bad deals early…

Many CEOs listed this as critical to effective sales pipeline management.  Slow prospects should be turned over to the inside sales team.  Prospects that are particularly non-committal should get put in direct mail “tickler” mode.   “Stop spending the time on them, trying to actively manage them to close,” Marc Tremblay states, and adds that, “if feasible, you want to focus your sales team more on hunting than farming if you can.  You can get tied into prospects who may take two years to close… “  They may close, but “I always get my man” isn’t the most efficient proverb for sales.

Expect the unexpected…

When ending the quarter and/or the year there will be sales people who will say, “we’ll absolutely close these deals….” Even when all indications say they’re done, assume that some percentage will fall out, no matter HOW good they look.  Jim Lawton,  a veteran VP Marketing at a number of venture-backed growth-stage software companies who has seen a lot of sales pipeline management approaches states the reasons can include someone at the prospect company “getting sick, leaving the position, dog ate my homework… expect just about anything.”

“3x coverage” to mitigate the unexpected …

Continuing, Jim Lawton added, “If I’m trying to hit 3 million in quarterly sales, I want to have 9 million in the pipe.  Living on luck is tough, and you might hit a quarter or two with a thin pipe where you muscle the prospects and get a blue bird or two, but you’ll never make this repeatable.”

Consider having TWO sales pipelines

No, this isn’t two separate sets of books, nor is this a tool meant to be used deceitfully.  However, one of the CEOs offered up the fact that—–early on at least–there was a pipeline they kept internal, and one the executive team shared with investors that better illustrated the potential traction of their products.  The internal pipeline was more conservative.  As they grew the business, there was a natural convergence of the two into one.  Controversial, yes.  However, in order to manage burn-rates, and make sure you live to fight another day, it’s a survival tactic that no doubt many CEOs use, whether they admit to it or not.

Other Considerations

When to begin trying to do sales forecasting

Once you’re at what’s often referred to by venture capitalists as the “scaling stage,” most CEOs list their pipeline out and begin assigning probabilities.  However, Vinit Nijhawan cautioned that, “You rarely ever hit the forecast you set up.  After you get your 3 or 4 customers, you feel there is a market for your product, but actually what you’ve done is gotten the really early adopters.  And CEOs then start to scale too early, hiring resources, and making decisions that are difficult to undo.  Instead, you need to be in that strategic marketing role in sales longer than most start-ups might think.  Don’t even OFFER sales pipeline reports.  It’s not an issue with the start-up’s products, it’s the market.  Quarter-over-quarter projections are almost impossible.”  So where is the line, and where do you know that you have a product that the market is ready for?  “THAT is the art in sales pipeline management,” says Anthos.  “It’s definitely not a science.”

Strategic consideration in building the sales pipeline–—proper reference customer sequencing

Another wrinkle in building an early-stage sales pipeline CEOs mentioned was the proper ordering of reference customers.  There is a step before managing the pipeline process or implementing some tool to help in pipeline forecasting.  This is determining what is the optimal sequencing of customers you go to in order to create proof points and references to scale customer acquisition most efficiently and effectively. Do you sell big customers first, then the small customers, or smaller customers and build up to bigger ones?  CEOs concurred, —“It depends on capital resources available.”

MISTAKES & LEARNINGS

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Our client is tearing down the walls of the pixel landscape.  The Company has developed proprietary breakthrough software that functions as a pixels operating system, moving video display from one source projecting one visual, to infinite sources projecting virtually unlimited visuals.  And all of this is at a pixel-density that can go beyond high-definition quality, at commodity projection device cost, with no manual calibration or image “stitching” required.  The Company’’s technology is used in various applications ranging from simulation and training to museum displays and digital signage.  The company serves corporate, government, and academic organizations.

Market Opportunity

Industry Outlook (software-enabled displays):

• •    Visual simulation and Large Venue Display – $1.4B and $22.2B
• •    Growing rapidly – 14.1% and 23.3% CAGR
• •    Incumbent companies expensive, inflexible, and manually aligned – the bottleneck to widespread use of advanced display
• •    Commercial public venue display increased from $16.5B to $22.2B from 2005-2007
• •    iSuppli (major research firm) predicts $51B by 2011
• •    Multiple options for use: API for large, seamless displays and computing clusters with over 6xHD resolutions displays; or seamless displays up to 6xHD with no application integration.

A single Company server can calibrate multiple displays and is not limited by projection hardware type or resolution.

The Position

The CEO’s core responsibilities will include:

Marketing direction:

Marketing strategy & product marketing– Establishing a short and long-term business direction the drives the company to become an industry leader and maximize the penetration of the markets served.

Business development, including channel sales, OEM & relationships, and all distribution agreements

Operations– Product delivery, deployment, fulfillment and post-sales customer relationship management.

Manufacturing & Operations:

Oversight of manufacturing and production teams responsible for commercializing the technology, establishing build/buy/outsource decisions, etcetera. Working with the rest of the team, oversight of quality assurance, working with the CTO to ensure that product development meets various international multi-regional market-driven specifications and is “rolled out” smoothly and on schedule.

Staff- team building, development, mentorship:  The CEO is responsible for human capital planning and hiring.  As important, the position will actively be responsible for developing new and existing staff to help prepare them for company growth and increased leadership responsibilities at all levels.  Finally, the new CEO will serve as leader and mentor to the founding team and as a complement to their existing skills.

Investors/shareholders & board - milestone management, follow-on fundraising, liquidity strategy: The new CEO is primary liaison to the board and will aggressively manage milestone deliverables, be a key contributor at board meetings and to board/investor communications.  The CEO will be responsible for developing and managing against an annual operating plan and in addition to possible follow-on fundraising, will be accountable for optimizing the harvest for all shareholders.

Ideal Candidate Profile

The diagram below illustrates the intersection of competencies critical in the new CEO:

Compensation

Compensation is competitive with the position’s requirements.  In a performance-based environment, this will include base salary, milestone/incentive bonus structure, and a stakeholder position in the company.

The Company

Becoming the leading content provider of geospatial imagery for mapping & monitoring applications

Our Client has its roots in rocket science… literally.   Since the first image was collected from space over 30 years ago by classified government imaging systems, only a limited number of people have been permitted access to highly detailed photos of the Earth, and the industry was tightly regulated.  Since its deregulation in the 1990’s, The firm is changing this historical usage of Earth information through the commercialization of high-resolution satellite imaging and an innovative approach to conducting business with customers, partners and resellers. The company was founded in 1992 to launch satellites into space for the purpose of taking high-resolution photos of the earth for defense and intelligence, government, and commercial use.   In early 2000, the US government awarded its first significant contract for satellite imagery, to our client.  Currently the company offers the world’s highest resolution commercial satellite imagery, the largest image size, and the greatest on-board storage capacity of any satellite imagery provider.  In addition, the company’s comprehensive ImageLibrary houses the most up-to-date images available.

In 2004, the firm struck an exclusive portal agreement to supply much of its satellite imagery to Google’s new product launch, branded Google Earth. This deal served as both validation for a broader explicit push as well as anchor tenant into the non-federal government, commercial sector.

Continued growth in 2009 is punctuated by an IPO in May, and the launching of their third imaging satellite, WordlView 2, in October.  With this satellite joining the prior two, the firm has the most powerful ability to add global imagery to its imagery library faster than any other company on the planet.

The company is headquartered near Boulder, Colorado, with other offices and facilities in key geographies throughout the world.

Market Opportunity

Popular business and technology soothsaying magazines have trumpeted mapping as the next “killer app.” Even as far back as 2005, the MIT Technology Review dubbed it “Killer Maps” in their article– More…