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Kompensasi SDR

Kompensasi SDR adalah struktur pembayaran untuk perwakilan pengembangan penjualan (SDR) yang menghasilkan prospek dan memenuhi syarat. Biasanya mencakup gaji pokok dan gaji variabel, seperti komisi dan bonus, yang dikaitkan dengan metrik kinerja seperti pertemuan yang dipesan dan kontribusi pendapatan.

Apa yang dimaksud dengan Kompensasi SDR?

SDR compensation refers to the payment structure for Sales Development Representatives (SDRs), who focus on generating leads and qualifying prospects.

This compensation typically includes a combination of a base salary and variable pay, such as commissions and bonuses, which are linked to performance metrics like meetings booked, pipeline generation, and revenue contributions.  

Apa saja struktur komisi yang efektif untuk SDR?

Here are some common and effective commission structures:

1. Activity-based commissions: SDRs earn commissions based on specific activities, such as the number of calls made, emails sent, or meetings booked. This structure encourages high levels of outreach and engagement with potential leads.

2. Ambang batas kinerja: Menerapkan struktur komisi berjenjang berdasarkan ambang batas kinerja dapat memotivasi SDR untuk melampaui target mereka. Sebagai contoh:

Di bawah 70% dari target: Tidak ada komisi

70% hingga 90% dari target: 50% komisi

90% and above: 100% commission.

3. Quality metrics: In addition to quantity, incorporating quality metrics into the commission structure can ensure SDRs focus on generating high-quality leads. Commissions can be tied to the conversion rate of meetings into closed deals or the number of qualified opportunities created.

4. Bonuses for milestones: Offering bonuses for achieving specific milestones, such as booking a certain number of meetings or generating a set amount of pipeline revenue, can provide additional motivation. For example, SDRs might receive a bonus for every five qualified opportunities they generate.

5. Commission on closed deals: While SDRs typically do not close deals, offering a small percentage of the revenue from deals closed by leads they sourced can further incentivize them to focus on high-quality lead generation. This can be a small percentage of the total deal value, encouraging SDRs to nurture leads effectively.
6. Team-based incentives: Implementing team-based incentives can foster collaboration among SDRs. For instance, if the entire team meets a collective target, all members receive a bonus, promoting teamwork and shared accountability.
7. Transparent and simple structure: The commission plan should be easy to understand, ensuring SDRs know how their efforts translate into earnings. A clear structure helps maintain motivation and reduces confusion regarding payouts.

Bagaimana cara membangun kompensasi SDR?

Untuk membuat rencana kompensasi SDR yang efektif, pertimbangkan langkah-langkah berikut ini:

Determine on-target earnings (OTE): Start by establishing the OTE, which is the total compensation an SDR can expect to earn if they achieve 100% of their quota. This helps ensure that the compensation is competitive and aligned with industry standards. ‍

Establish the pay mix: Decide on the appropriate balance between base salary and variable pay. A common ratio is 5:1 or 8:1 for quota-to-OTE, meaning that for every dollar of base salary, the SDR should have a corresponding amount in variable pay based on performance. ‍

Define performance metrics: Identify which activities and outcomes will be tied to compensation. Common metrics include the number of qualified meetings set, pipeline value generated, and revenue from closed deals. Ensure these metrics align with the overall sales goals of the organization. ‍

Incorporate bonuses: Implement various bonus structures, such as meeting bonuses for setting approved meetings, pipeline bonuses for generating leads that convert, and revenue bonuses based on sales closed from SDR-sourced leads. This incentivizes SDRs to focus on both quantity and quality of leads. ‍

Set achievable quotas: Establish realistic quotas that motivate SDRs without being overwhelming. Quotas should reflect the expected outcomes based on historical performance and market conditions. ‍

Communicate clearly: Ensure that SDRs understand the compensation plan, including how it works, the metrics involved, and what they need to do to maximize their earnings. Open communication fosters transparency and trust. ‍

Review and adjust regularly: Continuously evaluate the compensation plan to ensure it remains effective and aligned with business goals. Be open to adjust based on feedback from SDRs and changes in market conditions.

What are the common SDR compensation structures?

Here are the most widely used SDR compensation structures:

1. Base salary + performance-based variable pay

Most common model (e.g., 70% base / 30% variable)

Incentives based on KPIs like qualified leads, booked meetings, or pipeline value

2. Commission per meeting or qualified lead

Reps earn a set amount for each completed action

Ideal for companies with short sales cycles or high lead volume

3. Tiered or milestone-based compensation

Reps hit earning thresholds as they reach specific goals

Encourages steady progress and rewards high performers

4. Team-based incentive plans

Compensation is partially tied to team achievements

Encourages collaboration over competition

5. Accelerator structures

Higher commission rates after surpassing quotas

Motivates SDRs to outperform their targets

These sdr compensation structures can be mixed and tailored based on business type, industry, and sales cycle length. A well-balanced sdr compensation plan improves retention and drives predictable pipeline growth.

How to create an SDR compensation plan?

To build an effective SDR compensation plan, businesses should take a strategic and data-informed approach. Here’s how:

Identify key performance indicators (KPIs) such as SQLs or demos set

Determine base-to-variable ratio to ensure balanced earnings

Set clear, achievable quotas based on historical data and market conditions

Incorporate accelerators to reward overperformance

Keep the plan transparent and simple to promote clarity

Review regularly and adjust for business or market changes

A well-crafted plan ensures SDRs stay motivated and focused on high-impact activities.

Share one SDR compensation plan template

Here’s a simple SDR compensation plan template you can customize:

Job role: Sales Development Representative (SDR)

Base salary: $X annually

Variable pay: $Y based on performance

Commission structure:

$100 per qualified lead

$200 per booked demo that converts to SQL

Accelerators:

20% bonus for exceeding 120% of the monthly target

Quota: 20 qualified leads per month

Payment frequency: Monthly or quarterly

Plan term: Valid for one fiscal year, reviewed quarterly

This template provides a flexible foundation for creating a scalable, goal-aligned SDR compensation plan.

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