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Sales & Marketing Alignment:
How Do I Align Compensation with ABX Goals?
Pay for target-account progress, not random activity. This guide shows how to link commissions, bonuses, and MBOs to ABX behaviors and outcomes—so every role pulls the same direction.
Align compensation to ABX by tying 30–50% of at-risk pay (per role) to named-account outcomes (pipeline/revenue) and critical behaviors (MQA SLA, multithreading, plan execution). Use a team target-account bonus to reduce channel conflict, add time-bound spiffs for new motions, and include marketing MBOs for account engagement, buying-group coverage, and sourced pipeline quality.
First Principles for ABX-Linked Compensation
Outcomes + behaviors — Pay on both named-account revenue/pipeline and the few actions proven to create it (SLA, coverage, plan steps).
Shared targets — Add a pooled bonus for team ABX goals (segment/region) so sales and marketing win together.
Simplicity — 3–5 metrics max per role with clear definitions and CRM-backed evidence to avoid disputes or gaming.
Timeboxing — Use quarterly accelerators/spiffs to kickstart new ABX plays then roll them into base plans once habitual.
No volume traps — Replace MQL-count incentives with account engagement quality and buying-group coverage thresholds.
Guardrails — Define ownership, attribution, and do-not-pay scenarios (e.g., out-of-ICP deals) in the comp appendix.
Your 90-Day ABX Comp Alignment Plan
Co-design with Sales Ops, RevOps, Finance, and HR. Pilot fast, adjust with data, then scale.
Phase 1 → Phase 2 → Phase 3
- Days 1–30: Diagnose & Design — Audit current comp and disputes. Define 3–5 ABX KPIs per role. Map data sources and payout math. Draft team bonus and spiffs. Document attribution/ownership rules and exceptions.
- Days 31–60: Pilot & Enable — Pilot with one region/segment. Launch dashboards and payout calculators in CRM. Train managers on coaching to metrics. Collect feedback and variance vs. plan.
- Days 61–90: Launch & Optimize — Roll out globally. Add quarterly accelerators for target-account revenue. Tune weights and thresholds by segment. Publish a comp FAQ and dispute path.
ABX Compensation Design Matrix (by Role)
| Role | Primary ABX Goals | Variable Mix / Weighting | Payout Triggers & Guardrails | Notes |
|---|---|---|---|---|
| SDR/BDR | Work MQAs fast; start approved plays; expand contacts in buying group. | 60–70% activity-quality & SLA (first-touch ≤24h, sequence completion) • 30–40% meetings from named accounts. | Meeting held with ICP persona; insight referenced; disqualifications require reason codes; no pay on non-ICP or outside territory. | Quarterly spiff for multithreading (+3 contacts) on Tier 1 accounts. |
| AE / New Biz | Create and close opps in named accounts; progress velocity; multithread. | 70–80% target-account revenue & pipeline • 20–30% plan execution (coverage, next-step hygiene). | Accelerators on Tier 1 target revenue; clawbacks if stage-advanced opps revert without activity; split rules for partner-influenced deals. | Team bonus kicker when region hits ABX pipeline goal. |
| AM / CSM | Expansion and renewal health in named accounts. | 60–70% NRR/GRR in targets • 30–40% expansion pipeline and engagement milestones. | Success plan on file; exec sponsor engaged; no pay on price-only upsells without adoption leading indicators. | Spiff for cross-sell sourced by success plan signal. |
| Marketing (Demand/ABX) | Account engagement, buying-group coverage, named-account pipeline quality. | MBOs: 40% engagement lift in Tier 1; 30% coverage (personas reached); 30% pipeline quality (win rate/ASP vs. baseline). | Pay only on named-account metrics; MQL counts excluded; require CRM alignment and attribution audit. | Shared team bonus with Sales when segment ABX pipeline target hits. |
| Sales Managers | Coach to ABX KPIs; raise adoption and accuracy. | 50% team attainment in named accounts • 30% adoption (SLA, play activation) • 20% forecast accuracy. | Manager-only bonus; no double-count on individual deals; penalties for systemic hygiene failures. | Quarterly recognition for top ABX coaching improvements. |
Traditional vs. ABX-Aligned Compensation (Quick Compare)
| Dimension | Traditional | ABX-Aligned |
|---|---|---|
| Marketing Incentive | MQL volume, campaign counts | Target-account engagement, buying-group coverage, qualified pipeline quality |
| Sales Focus | Any revenue | Revenue from named accounts with accelerators by tier |
| Collaboration | Individual payouts only | Shared team bonus for segment ABX goals |
| Behavior Signals | Activity counts | SLA adherence, play completion, multithreading with evidence |
| Dispute Risk | High (attribution ambiguity) | Lower via codified ownership, audit trails, and exception rules |
Client Snapshot: Paying for the Right Progress
A mid-market SaaS company shifted 35% of variable pay to named-account goals with a pooled team bonus. In two quarters, MQA first-touch within 24h rose from 46% to 81%, buying-group coverage doubled, and Tier 1 target revenue beat plan by 18% with 23% fewer comp disputes.
Tie compensation to RM6™ objectives and operationalize in The Loop™ so incentives, systems, and coaching reinforce ABX.
Frequently Asked Questions about ABX Compensation
Straightforward answers for plan docs and board reviews.
How much of variable pay should be ABX-linked?
Start with 30–40% for Sales and 50–70% of Marketing MBOs. Increase as data quality and ABX maturity improve.
Won’t team bonuses disincentivize top performers?
Keep individual commissions intact and add a 10–20% team kicker. This protects high performers while rewarding collaboration on named accounts.
How do we avoid double paying on the same deal?
Document split rules and partner influence in the comp appendix; pay Sales on revenue and Marketing on segment-level targets (engagement/coverage/quality), not on single-deal attribution.
What if inbound demand is strong but off-target?
Cap credit for non-ICP or non-named accounts and redirect variable to ABX goals. Keep inbound as safety net, not the main path to quota.
Where should payout data live?
In CRM with auditable fields: account tier, ownership, play id, SLA timers, and attribution notes. Automate a monthly payout file and publish a dispute process.
Launch an ABX-Aligned Comp Plan in 90 Days
We’ll pick the right metrics, wire data to CRM, draft plan language, and pilot with your field—so incentives accelerate target-account revenue.
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