Rencana Kompensasi SDR: Cara Membuat Rencana yang Efektif dengan Contoh

Perwakilan pengembangan penjualan (SDR) adalah pilar terpenting dari tim penjualan. Mereka bertanggung jawab untuk menghasilkan prospek dan memastikan antrean penjualan selalu penuh. Berfokus pada penjangkauan awal, pemeriksaan kelayakan prospek, dan interaksi dengan klien tahap awal, perwakilan pengembangan penjualan memainkan peran penting dalam mengubah prospek prospek menjadi kemungkinan penjualan.  

Namun, perusahaan harus membuat rencana kompensasi yang tepat yang memotivasi karyawan untuk mencapai target pendapatan, sehingga mendorong kinerja yang optimal. Selain meningkatkan produktivitas, rencana kompensasi SDR yang dirancang dengan baik juga mendorong retensi dengan memberikan rasa aman dan martabat kepada SDR.  

The average base salary in San Francisco is $67,050, with an additional cash compensation of $26,677, bringing the total compensation to $93,727. This attractive wage structure reflects the high demand for competent SDRs fast-paced job market, providing both stability and performance-based incentives. 

In this blog post, we will learn how to create an effective compensation plan by knowing its components, performance indicators, common problems, and solutions for creating a successful SDR compensation plan.

This information will help you create an SDR comp plan that will support your organization's expansion objectives while guaranteeing equity and rewarding performance. 

Memahami peran dan tanggung jawab SDR 

Memahami peran khusus SDR dan bagaimana mereka masuk ke dalam keseluruhan saluran penjualan sangat penting untuk mengembangkan rencana gaji yang benar-benar efektif. SDR tidak menutup transaksi, berbeda dengan salesman pada umumnya. Sebaliknya, mereka berkonsentrasi pada: 

• Prospecting: The process of identifying and communicating with possible clients through research. 
• Cold outreach: Contacting possible leads via cold calling or sending emails. 
• Lead qualification: Assessing a lead's potential as a sales prospect. 
• Making appointments: Scheduling meetings or product demonstrations for sales agents to attract more potential customers. 
• Monitoring inbound leads: This involves contacting leads who have expressed interest in doing business with the organization, usually through marketing campaigns or website inquiries. 

Karena sifat pekerjaan mereka, SDR bertanggung jawab untuk mengkualifikasikan prospek, memenuhi indikator kinerja yang penting, dan mengembangkan hubungan dengan prospek pada fase awal proses penjualan. 

Komponen-komponen utama dari rencana komputasi SDR 

Sekarang mari kita ketahui komponen-komponen utama dari rencana kompensasi SDR yang membantu memotivasi karyawan. 

1. Base pay: This is the set portion of the compensation plan that provides the SDR with financial stability. Since SDRs typically work in entry—or mid-level positions, the base pay should be enough to cover their expenses while allowing them to concentrate on their work without interruption. Usually, between 60% and 70 % of an SDR's total income is generated by their base pay. 
2. Pay/commission variable: The variable component needs to provide incentives based on the achievement of predetermined benchmarks, including the overall number of scheduled meetings or qualified leads produced. Numerous key performance indicators (KPIs) that support the business's overall sales strategy can be associated with variable pay. Variable compensation often accounts for 30–40% of total earnings in SDR comp plans. 
3. On-target earnings (OTE): OTE, or expected total earnings, is a composite of base pay and variable compensation that represents what an SDR will get upon meeting all performance goals. To prevent misunderstandings and guarantee that SDRs are aware of their responsibilities to optimize their profits, OTE should be explained clearly. 
4. Rewards and bonuses: Incentives, along with base pay and commission, can be a very effective technique for boosting SDR motivation. One-time bonuses for surpassing goals or hitting important benchmarks, like finding a high-quality lead, could fall under this category. To promote teamwork, bonuses may also be applied for team-wide accomplishments. 
5. Ramp period: New SDRs can take some time to catch up. At this ramp-up phase, the organization can provide an assured minimum commission or incentive structure, giving SDRs time to adjust without the immediate stress of hitting large targets. 

Berikut ini adalah contoh, yang akan membantu Anda memahami semua komponen secara jelas. 

Bagaimana cara merancang rencana kompensasi yang seimbang? 

Rencana kompensasi yang seimbang untuk Sales Development Representative (SDR) biasanya menggabungkan gaji tetap dan variabel. Porsi variabel dikaitkan dengan indikator kinerja utama (KPI) untuk memastikan bahwa kinerja sesuai dengan tujuan perusahaan. 

Sebagai contoh, seorang SDR bernama John memiliki gaji bulanan sebesar $3.000 sebagai gaji pokok tetapnya. Gaji variabelnya adalah tambahan $1.500, yang terkait dengan KPI berikut: 

1. Number of qualified leads: 40% of the variable pay. If John generates 20 qualified leads in a month, he earns $600. If he exceeds this target, say by generating 25 leads, he earns more, but if he only generates 15 leads, he earns less. 
2. Call activity: 30% of the variable pay. John needs to make 100 calls a week. If he reaches this target consistently throughout the month, he earns $450. If he exceeds his call target, he can potentially earn more, but missing the target reduces his earnings. 
3. Conversion rate: 30% of the variable pay. John is expected to convert 10% of his leads into opportunities. If he meets this goal, he earns $450. Again, exceeding this rate boosts his earnings, while underperformance lowers it. 

Dalam rencana kompensasi ini, gaji variabel John terkait langsung dengan kinerjanya, dan gaji tetap memastikan stabilitas keuangan. Keseimbangan ini membantunya tetap termotivasi sekaligus menyelaraskan upayanya dengan tujuan penjualan perusahaan. Berikut ini adalah contoh struktur komisi dalam format tabel berdasarkan KPI SDR: 

Total bayaran variabel SDR sebesar $1.500 didistribusikan ke tiga KPI: Prospek Berkualitas, Aktivitas Panggilan, dan Tingkat Konversi. Setiap KPI memiliki bobot yang ditetapkan, yang menunjukkan dampaknya terhadap total bayaran variabel: 

• Prospek yang memenuhi syarat: Jika SDR memenuhi atau melampaui target (20 prospek), mereka akan mendapatkan komisi yang sesuai. Untuk kinerja yang kurang baik, mereka akan menerima komisi yang lebih sedikit. 
• Aktivitas panggilan: Jumlah panggilan secara langsung mempengaruhi komisi. Target mingguan yang konsisten memastikan kemajuan yang stabil menuju target bulanan. 
• Tingkat konversi: Persentase prospek yang dikonversi menjadi peluang menentukan berapa banyak komisi yang mereka peroleh. Tingkat konversi yang lebih tinggi menghasilkan komisi yang lebih tinggi. 

Struktur ini memastikan bahwa setiap metrik kinerja dihargai secara individual, dan SDR memiliki insentif finansial yang jelas untuk berkinerja di semua KPI. 

Selain memberikan penghargaan atas pencapaian individu, rencana SDR yang disusun dengan baik harus mendorong kemajuan karier jangka panjang. Lihatlah langkah-langkah berikut ini untuk mengembangkan rencana yang menghasilkan hasil yang diinginkan: 

1. Start with SDR on-target earnings 

On-target earnings (OTE) refer to the total expected earnings of an SDR if they meet 100% of their performance targets. It includes both base salary and variable pay. Companies use this metric to communicate salary expectations for roles with a commission component. 

When structuring an SDR compensation plan, begin by defining the OTE. This approach ensures fairness, competitiveness, and budget alignment. Setting OTE first allows you to work backward to create a sustainable pay structure. 

Key metrics to consider: 

• Average contract value: How much is an average customer worth to your business? Consider deal size and contract length to determine a reasonable budget for acquiring new customers. 
• Expected outcomes and conversion rates: If you have an SDR team, analyze their historical performance to estimate how many deals they generate annually and the activities needed to reach that goal. 
• Revenue targets: What is your leadership team’s revenue expectation from the SDR team? 

In many companies, SDRs contribute 30% to 40% of new business revenue. For example, if your company aims to generate $12 million in new revenue, SDRs should bring in about $3.6 million. If you have 12 SDRs, each will need to generate approximately $300,000 annually. 

A typical quota-to-OTE ratio falls between 5:1 and 8:1. Using this guideline, an SDR's OTE should range between $37,500 and $60,000, aligning with industry standards. However, these numbers should be adjusted based on company size, team structure, product pricing, and other relevant factors. 

2. Define the pay mix 

For entry-level sales roles, base salary typically makes up a larger portion of the compensation structure. A higher base salary provides stability while SDRs develop their skills. The most common base-to-variable pay mix for SDRs ranges between 50/50 and 70/30. 

The best SDR comp plans strike a balance—allowing SDRs to sustain themselves on their base salary while ensuring that commissions remain a motivating factor. If the base salary is too high, SDRs may lack the drive to hit their targets. If it’s too low, retention can become a challenge. 

3. Choose commission structure: Activities vs. outcomes 

SDRs typically earn commissions based on either activities or outcomes. A well-balanced plan often incorporates both. 

• Activity-based compensation: SDRs receive a set amount for specific tasks such as calls made, meetings booked, or inbound lead response times. This model works well since SDRs do not close deals directly. 
• Outcome-based compensation: SDRs earn a percentage of sales from deals they originated. This encourages them to focus on high-quality leads but can be frustrating when closing power is out of their hands. 

A hybrid approach prevents extreme scenarios where SDRs focus only on volume (if paid on activities) or get discouraged by uncontrollable factors (if paid solely on outcomes). The key is to align incentives with behaviors that drive revenue. 

4. Different compensation for outbound vs. inbound SDRs 

Outbound and inbound SDRs perform different roles and should have compensation structures that reflect their responsibilities. 

• Outbound SDRs: Their focus is cold outreach, so key performance indicators (KPIs) may include the number of cold calls, meetings booked, or personalized emails sent. 
• Inbound SDRs: Since they qualify and manage leads from marketing efforts, their KPIs may include response time or the number of qualified meetings booked. 

A strong SDR compensation plan should map out the sales process from the first touchpoint to a closed deal. By understanding how many activities lead to a single sale, you can create a plan that motivates and rewards SDRs effectively. 

Any organization can notice a streamlined payout in their comp plan if done well.  

A good SDR compensation plan should benefit both the individual SDR and the company. It's important to design a plan that is both realistic and easy to understand to keep morale high and ensure more deals are closed. Most companies use a variable compensation SDR plan, which includes a base salary plus commission based on how well the SDR performs. 

SDR comp plans examples 

Here are a couple of SDR comp plans to show the differences between inbound and outbound SDR roles. 

1. Outbound sales development rep 

2. Inbound sales development rep 

Ace creating SDR compensation plan with Compass 

An SDR comp plan that integrates individual objectives with corporate objectives and strikes a balance between base pay and performance-based incentives is considered efficient.

Businesses can design a system that fosters business expansion by establishing clear goals, providing competitive remuneration, and routinely assessing the strategy. 

Keep in mind that maintaining a comp plan that produces results while your company grows requires transparency and adaptability. This is where Compass can help you. Here are some key ways Compass can assist with SDR compensation plans: 

• Compass memungkinkan Anda merancang rencana komisi untuk KPI atau metrik apa pun hanya dengan beberapa klik sederhana. Anda dapat dengan mudah menangani akselerator, tingkatan, dan pemicu alur kerja tanpa menulis kode apa pun. 
• Platform ini mengotomatiskan penghitungan komisi untuk menghasilkan pembayaran bebas kesalahan untuk SDR Anda. Ini menghilangkan pekerjaan manual dan memastikan komisi yang akurat setiap saat. 
• Compass memberikan SDR visibilitas waktu nyata ke dalam pipeline mereka, komisi yang masih harus dibayar, prediksi, dan banyak lagi. Tim kepemimpinan juga mendapatkan visibilitas penuh ke dalam kinerja dan pembayaran di seluruh organisasi. 

Schedule a call with the experts at Compass to learn how Compass can streamline your business. 

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