As business leaders work to align both Sales and Marketing within their organizations, a common question that arises is how to compensate members of each team. While sales positions have traditionally been incentivized by commission-based pay and high earning-potentials, compensation for marketers is still commonly based on flat salaries.

Back in 2010, Christine Crandell, an expert in Sales-Marketing alignment, was interviewed over on the Marketo blog about her thoughts on how to successfully implement this strategy within organizations. Crandell argued that marketers’ compensation should include both a marketing-generated revenue objective and a qualitative marketing goal bonus. She goes on to explain that this reflects the goals of a well-aligned company, and provides incentives for marketing teams to both generate high-quality leads and achieve long-term marketing goals.

Fast forward two-and-a-half years later–how are leading companies compensating marketers today? Over on CRMSoftware.TV, Lauren Carlson recently sat down with Kipp Bodnar, Inbound Marketing Strategist at HubSpot, and Eric Holmen, SVP of Marketing & Sales at Silverpop to discuss how marketers’ compensation is shifting as their role within the organization shifts, as well.

Here are a few quotes from the video:

  • “Savvy organizations are making sure that marketing and sales are aligned from a goals perspective.” – Bodnar
  • “Marketing is now accountable for not just generating any leads, but leads that close.” – Holmen
  • “Our main metric at Silverpop is called the ‘Silver Number’. It’s not a revenue number, it’s a productivity number.” – Holmen
  • “I’m convinced the next generation of Marketing will have variable compensation tied to it.” – Holmen
  • “Compensation is more than just money. A lot of the people I know in Marketing are rewarded by other methods of compensation.” – Bodnar
  • “We are going to have to look at our teams and understand what people want and what really motivates them.” – Bodnar

Should businesses introduce variable-compensation plans for marketers? How else can businesses improve the performance of Sales and Marketing? Please leave your thoughts in the comments.