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Sales Compensation Formula Mysteries Solved!

  • March 09, 2023
  • 8:30 AM - 11:00 AM
  • 8300 Greensboro Drive, McLean, VA 22102 (HUB International Office). Take the elevator to the lower level where the conference center is located.


  • Free For Current WATRA Members

Event Start

Networking begins at 8:30 am.  Formal event is from 9:00 am to 10:30 am.

About The Event

Where do sales compensation formulas come from? Sometimes, it seems like a mystery. Reading a sales compensation plan for the first time raises questions like, “How was that payout rate determined?” “How does that extra bonus work?” and “What's the math behind these numbers?” Join WATRA and attend this session to hear presenter David Cichelli explain how to build effective sales compensation formulas, avoid unintentional payouts and assess proposed incentive formula designs.

About Our Speaker

David Cichelli contributes his revenue growth knowledge and experience to a wide array of sales organizations. His clients include leading companies in technology, telecommunications, wholesale/distribution, financial services and healthcare. David helps clients redefine and deploy go-to-customer solutions to ensure optimal revenue performance. By applying the Alexander Group’s Revenue Growth Model™, he helps companies achieve their revenue objectives through the coordination of marketing, sales and service resources. These efforts include revenue planning, customer engagement design, sales force configuration, and program design and management.

Widely recognized by national professional associations and trade publications for his work in linking sales compensation to management’s objectives, David is a frequent speaker on sales compensation topics. He is author of Compensating the Sales Force (3rd edition), published by McGraw Hill, and Revenue Growth Model: Chief Revenue Officer’s Guide to B2B Sales Success and the Sales Compensation Almanac, both published by AGI Press.

Business Experience

Prior to joining the Alexander Group in 1985, David served for five years as a national practice manager in sales compensation for a leading compensation consulting firm. Previously, he had spent seven years providing support to the field sales organization of a multinational Fortune 200 chemical company.

Academic Credentials

M.S., Michigan State University

B.S., Pennsylvania State University

Faculty Experience: Merage Foundation University California, Irvine

WorldatWork; Columbia University


Additional Event Information

Parking garage is behind the building:

Garage Rates: (P4 Parking Deck)

Daily P4 parking rates:

0-2 hrs. ($6.00)

Daily Max ($13.00)


P.O. Box 4313

Arlington, VA  22204

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