CASE STUDY
I’M NOT MAD AT YOU helped restructure the compensation of its sales team in order to increase sales and boost morale.
Razor Rank is a full-service digital marketing firm that provides everything from technical SEO, paid search services (PPC) and web development, to content marketing and social media. Their clients include small and large B2B and B2C companies including eCommerce retailers and Lead Generation websites.
CHALLENGE
After a previous successful engagement with I’M NOT MAD AT YOU LLC® Consulting, Founder Stacey Bullman returned to Razor Rank to figure out why the company’s sales progress had stagnated and was inconsistent, and how the trend could be reversed. I’M NOT MAD AT YOU took a second look at the company’s initial Wheels Assessment Training (W.A.T.) results, conducted fresh interviews with members of the sales team and company partners, and performed a full financial review of the entire sales department. Again, they evaluated all of the following attributes:
- Leadership
- Communication
- Employee Morale
- Training & Development
- Trust & Transparency
- Climate/Environment
- Compensation & Benefits
- Company Culture
Razor Rank’s W.A.T. results revealed new and interesting information about the company when considered in view of the challenges facing the sales division. Though marks for Compensation & Benefits as well as Employee Morale were consistently high among staff members in general- the sales team shared a different view, impacting the scores in those areas in such a way that was not immediately obvious. Though the average appeared favorable on first glance, the sales team had reported significantly lower numbers than the rest of the staff bringing the average down to the levels highlighted above. I’M NOT MAD AT YOU had identified the missing puzzle piece and could now work on putting together a plan that would mutually benefit the sales team, the partners, and the company.
SOLUTION
After several honest and frank discussions with Razor Rank’s sales team and business development partners about compensation concerns and morale, I’M NOT MAD AT YOU dove into the company’s analytics. They examined two years’ worth of sales and revenue data, analyzing profitability and exploring the internal compensation structure related to new sales and recurring revenue. The company had been operating on a commission structure that failed to properly incentivize the sales team, and was incapable of delivering consistency on their part. They were lacking a base + bonus structure that would not just benefit the individual salespeople, but that would encourage them to keep working on a monthly sales goal quota system.
I’M NOT MAD AT YOU and Razor Rank created a new goal structure for the sales team members. By incentivizing people with quarterly multi-tiered goals, they created a better go-forward position for everyone. If goals are met, bonuses are paid. If goals are met, new business is coming in; a big win for “The Triad” (the Company, the Employer, and the Employee).
RESULTS
Since the engagement of I’M NOT MAD AT YOU, company growth has resumed in full force at Razor Rank. The sales team self-reports higher satisfaction in their payment structure and company morale has increased overall. The new compensation structure has proven to be both successful and competitive, with new sales representatives joining forces with Razor Rank to help expand its digital media services all over the country.
“Since the second engagement with Stacey, our sales team has thrived under the new system. We now have standards in place, along with a new compensation structure, that encourages targeted sales in the most profitable areas of the business.”
“Stacey has motivated the partners and the team to strive for continual improvement with a unique, comprehensive, and valuable approach. We will continue to work with Stacey going forward, as her insights and third-party perspectives have translated to consistent and considerable results.”
Jason Campbell Manuel, President of Razor Rank
ABOUT I'M NOT MAD AT YOU LLC
I’M NOT MAD AT YOU® inspires people and companies to be BETTER through brutal honesty, the identification of challenges, and practical solutions to problems. Led by its Founder & Chief Belief Officer Stacey Bullman, the firm serves as a change agent – a hybrid between a business consultant and a performance coach – to clear obstacles, transform business performance, and drive bottom-line profitability. For more information, please visit www.imnotmadatyou.com and follow us on Twitter, Facebook, Instagram or LinkedIn.
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