Summary
To be credible and successful in selling into vertical markets, technology marketers need strong industry expertise on their teams. Competitive compensation programs can protect these precious assets from poaching by competitors and end users, but how much is enough? Earlier this year, Forrester interviewed 18 senior sales and marketing executives and asked them how they recruit and retain industry expertise. From data collected on industry pay programs, we learned that compensation pays for industry job content. Sales metrics are changing to reflect growth in industry business, and that means industry compensation schemes will be changing, too.
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