Using the ILAER Model to Inform Your Sales Compensation Plans

By: Chris Semain Cloud Computing, Cloud Sales, Digital Transformation, Sales Compensation, Technology Sales

XaaS adoption in technology companies requires a new go-to-customer model that focuses on the entire customer journey, known as ILAER (Identify, Land, Adopt, Expand, Renew). While sales metrics for XaaS continues to evolve, companies regularly evaluate how to drive and measure new business, multiyear contracts, customer success, subscription and consumption. These dynamics all create a major impact on sales compensation and incentives.

Panelists at Alexander Group’s 4th Annual Go-to-Customer Symposium discussed how to design ILAER coverage models as well as XaaS trends and their downstream impact on sales incentives. Panelists included Julie Sokley from Autodesk, Ellen Miller from LinkedIn, Adam Carroll from New Relic and David Sakamoto from Cisco.

Listen to panelists in the two videos below as they focus on variables their companies are considering in terms of adoption and handling renewals and the impact on sales compensation plans.

To learn more about how Alexander Group can help with your go-to-customer model, please visit our Technology Practice page or Contact Us.

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Publisher’s Corner: Related Articles
1. Fourth Annual XaaS Sales Compensation & Coverage Symposium—Highlights
As the technology industry continues to push aggressively into an everything-as-a-service (XaaS) world, leading organizations wrestle with what constitutes best or even center-practice around market coverage and sales compensation.
2. Sales Compensation Plan Evolves to Match Strategic Shift
A hybrid software company needed to maintain seller focus towards perpetual offerings while increasing focus on subscription. The development of a pilot rollout strategy to test sales compensation plans in select markets was also a high priority.

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Chris Semain

Chris Semain is a principal in the San Francisco office and co-leader of the firm’s Technology practice. He works with clients in multiple industries with a particular emphasis on software, hardware and professional services. Chris has completed extensive project work related to sales organization evaluation, market segmentation, sales force sizing and deployment, incentive compensation design and sales investment optimization. Chris also leads the firm’s Private Equity practice by advising managing partners, operating executives and portfolio company leaders on sales effectiveness challenges.


Chris holds his B.S. from the University of Southern California and MBA from the University of Texas at Austin. Chris is also a Certified Sales Compensation Professional.


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