Sales and Service Compensation Survey - 2021


Current Survey Status

2021 Survey Results Available on DataCentral®

Participating This Year?

Click Here to let us know if you plan on participating in the survey this year, or if you need further information!

Please note that the materials above are from the 2021 survey, and are for reference purposes only. The 2022 materials will be available in December 2021.

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Cherrity Ricks
+1 408 660 3272

Steve Treder
+1 408 337 0304


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Survey Blog

2021 Survey Results Available on DataCentral®
29 July 2021

2021 Survey Materials Available
10 December 2020

2020 Survey Results Available on DataCentral®
27 August 2020

2019 Survey Results Available on DataCentral®
19 July 2019

2018 Survey Results Available on DataCentral®
17 July 2018

2017 Survey Results Available on DataCentral®
12 July 2017

2016 Survey Results Available on DataCentral®
18 July 2016

2015 Survey Results Available on DataCentral®
23 July 2015

The Sales and Service Compensation Survey is conducted annually.  Collecting U.S. data for key Sales and Service positions in the Consumer Products, High Technology, Commercial and Media industries. Jobs include sales forces selling products and services directly to end-users or retailers, business to business, or indirectly through channels.  In addition, sales forces selling ad space to the on-line internet sector and the traditional advertising sectors are also included.

Participants will have access to results representing the full database and also broken out into the various industries: Consumer Products, High Technology, Media, and Other.  

This survey covers Total Cash Compensation in the form of Actual Earned and Targeted Base Pay, Sales Incentives, and Non-Sales Variable Pay for the previous and current sales plan years.

264 companies participated in 2021 submitting data for over 61,000 Sales, Sales Management, Service, and Support employees.     

Key Features

  • The 2021 survey results are being offered at the 2020 rates due to the economic conditions related to the COVID-19 crisis
  • Collects data for Sales and Service jobs in the Consumer Products, High Technology, Commercial, and Media industries
  • Previous Year Total Targeted and Total Actual Cash Compensation as well as Current Year Total Targeted Cash Compensation is collected
  • Geographic breakouts of data for major regions, state, and over 100 major metropolitan areas throughout the country
  • Industry, Product and Revenue Level breakouts
  • 264 participants were included in the 2021 results
  • 120 key benchmark jobs, each with detailed job descriptions, and consistent leveling methodologies

New This Year

  • Industry Sector Code is no longer separately collected from Product Code. Reports will still have the option to filter by Industry Sector, and it will also appear as part of the Breakout Reports.

Please refer to the survey Input Instructions for a full list of updated and revised survey content.

Survey Schedule

December 2020
1 January 2021
15 April 2021
July 2021
Distribution of Input Materials
Effective Date of Annual Base Salary
Deadline for Submission of Data Earn a $100 discount for submitting on-time!
Results Available for Participants via DataCentral®

Survey Fees

All survey results are delivered via our DataCentral® online survey report tool. You have YEAR ROUND access to both the Standard Report which includes data from ALL participants on ALL jobs, and Custom Report where you can create your own report selections based on your choice of companies, industry, product sectors, geographies, revenue, etc. With the Custom Report you have complete control of the complexity of analyses, comparisons, and customization of results from the survey database, and you can run an unlimited number of reports to satisfy your needs on a 24x7 basis. All results are provided in both PDF and XLS Formats, including uploadable XLS versions.

DataCentral® Access
Provides BOTH Standard and Custom Report Access               $ 1,700  - Price Unchanged from 2020

Survey Discounts

We firmly believe in rewarding our survey participants for helping to make our surveys better. You can earn significant discounts this year!

$ 100   On-Time Discount if you submit your data by 15 April 2021
$ 500   Previous Participant Discount for all 2019 and 2020 Sales & Service Survey Participants  - Increased for 2021
$ 500   New Participant Referral Discount for each new participant you refer – PLUS the company you refer also receives this discount!

Participants are invoiced when we receive their input to the survey. All applicable discounts are applied at that time.

Survey Results and Samples - DataCentral®

There are two levels of results access available depending on your needs…whether you only need the Standard Report in PDF or XLS format covering ALL of the participants and ALL of the jobs, or Custom Report access which provides complex reporting “drill-down” capabilities.  Regardless of the level chosen, all participants will receive a FULL YEAR of 24x7 access to DataCentral® to download your reports online, or run unlimited Custom Reports and get immediate results. Both levels described below will provide the analyses in both PDF and XLS Formats.

Download the full survey Standard Report which contains ALL data from ALL participants.  Your data is included in the computation of job data statistics and totals.  Available in both Adobe Acrobat.pdf and Excel.xls formats, at no additional cost. 

  • Job Descriptions:  Uploadable job descriptions in Excel, Word and Adobe Acrobat are also provided at no additional cost.
  • Summary Report:  Displays a line of data for each job, including basic statistics such as:
Average or Median Actual and Targeted Base Pay 
Average or Median Actual and Targeted Sales Incentive
Average or Median Actual and Targeted Non-Sales Variable Pay
Average or Median Actual and Targeted Total Compensation
Total Number of Incumbents 
Total Number of Companies

View a sample of the Summary Report

  • Detail Report:  Provides a full page of data analysis for each job, including statistics on each pay element such as:
90th, 75th, 50th, 25th 10th Percentiles 
Number of Employees Reported 
Employee Weighted Average 
Number of Companies 
Company Weighted Average
Earnings Mix: Showing Base and Sales Incentive as a percentage of Total Cash 
Prevalence and Impact Statistics and Analysis for various Pay Elements

View a sample of the Detail Report

  • Breakout Report:  Includes Employee Weighted Average or Median pay data for each job broken out by Industry, Product Sector, Geographic Area, Revenue and Job Focus.
Average or Median Actual and Targeted Base Pay 
Average or Median Actual and Targeted Sales Incentive
Average or Median Actual and Targeted Non-Sales Variable Pay
Average or Median Actual and Targeted Total Compensation
Total Number of Incumbents 
Total Number of Companies 

View a sample of the Breakout Report
  • Uploadable Excel Report:  Provides a job-by-job spreadsheet report with all of the major statistics and pay elements laid out in a readily uploadable format for third party analysis software.
The Custom Report Option offers detailed and full customized reporting capability.  Ideal for participants who need reports based on a selected set of participants or to meet specific scoping criteria.  You have complete control and flexibility in defining your own reports to include the pay elements and statistics you require.

Company Selections
Company Size by Revenue or Employment
Industry and Product Category
Geographic Area: Region/State/Metro Area
Data Elements and Statistics Calculations
Custom Percentiles
Standard Deviations
Weighted and Simple Averages
Data Aging
And much more!

Includes all of the above reports from the Standard level PLUS

  • Uploadable Excel Breakout Report:  Similar to the Uploadable Excel Report above, PLUS adds the ability to split the results into categories such as Geography, Product, or Revenue, etc.
  • Market Comparison Report:  Provides a tabular and graphic comparison of your own company data to that of your selected market. An easy way to show competitive standing of your company.
View a sample of the Market Comparison Report

For a live demonstration of the power, flexibility and capabilities of DataCentral go to and scroll down to ”Our Features” under “DataCentral” and click on “Take a Test Drive”, or call Cherrity Ricks at +1 408 660 3272 for additional guidance.

Recent Participants - 2021

AAA The Auto Club Group
Agri Beef
AIT Worldwide Logistics
Altria Group
American Century Investments
American Eagle Outfitters
American Greetings
Amica Mutual Insurance
Aramark Uniform Services
Archery Summit Winery
Associated Food Stores
Automobile Club of Southern California
B.R. Cohn Winery
Ballast Point Brewing
Bath & Body Works
Bently Heritage Estate Distillery
Biltmore Estate Wine
Black & Veatch
Blue Diamond Growers
Bogle Vineyards
Boisset Collection
Boston Beer
Boston Children's Hospital
Bronco Wine
Buena Vista Winery
Buffalo Trace Distillery
C. Mondavi & Family
Ca' Momi Winery
Cain Vineyard & Winery
Cakebread Cellars
Canandaigua Winery
Chambers and Chambers Wine Merchant
Charles Schwab
Charter Communications
Chateau Montelena Winery
Cliff Lede Vineyards
Cline Cellars
Cold Springs Brewing
Colgin Cellars
Constellation Brands
Constellation Chicago Office
Cornell University
Cox Communications
Crate & Barrel
Crimson Wine Group
Cutler Vineyards
Danaher - AVT
Danaher - Beckman Coulter - Diagnostics
Danaher - Beckman Coulter - Life Sciences
Danaher - Cepheid
Danaher - ChemTreat
Danaher - Cytiva
Danaher - Esko
Danaher - Hach
Danaher - HemoCue
Danaher - IDT
Danaher - Leica Biosystems
Danaher - Leica Microsystems
Danaher - Mammotome
Danaher - McCrometer
Danaher - Molecular Devices
Danaher - OTT Hydromet
Danaher - Pall
Danaher - Phenomenex & Agela
Danaher - Radiometer
Danaher - Sciex
Danaher - Trojan Technologies
Danaher - Videojet
Danaher - X-Rite
Delicato Family Vineyards
Deschutes Brewery
Dick's Sporting Goods
Discover Financial Services
Distinguished Vineyards & Wine Partners
Dogfish Head Craft Brewery
Domaine Chandon
Drake's Brewing
Dry Creek Vineyard
Duckhorn Wine
Dunkin Brands
Duvel Moortgat USA
E. & J. Gallo Winery
E. & J. Gallo Winery/Fresno
Edward Jones
Empower Retirement
Erie Insurance Group
Estee Lauder
F. Korbel & Brothers
Faust Vineyards
Fetzer Vineyards
Flowers Vineyard & Winery
FN Cellars
Folio Fine Wine Partners
Foot Locker
Founders Brewing
Four Roses Distillery
Francis Ford Coppola Presents
Frank Family Vineyards
Franzia Vineyards
Freixenet Mionetto USA
Frog's Leap Winery
Green River Spirits
Grgich Hills Cellar
Groth Vineyards & Winery
Gundlach-Bundschu Winery
Hahn Family Wines
Hall Wines
Hallmark Cards
Harlan Estate
Harvard Business Publishing
Heitz Cellars
Henry Schein
Hess Collection Winery
Holman Logistics
Honig Vineyard & Winery
Hood River Distillers
Huneeus Vintners
Hyundai Motor America
Ingram Micro
International Data Group
Iron Horse Vineyards
ITG Brands
J. Jill
J. Lohr Vineyards & Winery
Jack Daniel
Jackson Family Wines
Joel Gott
John Anthony Wines
Johnson Controls International
Joseph Phelps Vineyards
Kenco Group
Koloa Rum
Kubota Tractor
L.L. Bean
Landmark Vineyards
LangeTwins Winery
Lennox International
Liberty Coca Cola
Lineage Logistics
L'Oreal USA
Mark Anthony Group
Mars North America
Mary Kay
Matthews International
Maui Jim
Mendocino Wine Company
Modern Times Drinks
Napa Bottling & Sales Office
Napa Cellars
Nationwide Mutual Insurance
Newton Vineyard
Night Shift Brewing
Northwestern Mutual
ODW Logistics
Old Forester Distillery
O'Neill Vintners & Distillers
Opus One
Paul Hobbs Winery
Peju Province Winery
Penske Truck Leasing
Petco Health and Wellness Company
Peter Michael Winery
Phillips Distilling
Pine Ridge Winery
Pizza Hut
Pizza Port Brewing
Precept Wine Brands
Price Family Vineyards & Estates
Publix Super Markets
Purple Brands
Rack & Riddle Custom Wine Services
Raymond Vineyard & Cellar
Ridge Vineyards & Winery
Robert Mondavi
Rodney Strong Vineyards
Rombauer Vineyards
Rotary International
S. Martinelli & Company
Safelite Group
Sagamore Spirit Distillery
Schneider National
Schramsberg Vineyards
Scotts Miracle Gro
Sierra Nevada Brewing
Silver Oak Wine Cellars
Silverado Vineyards
SMSC Gaming Entertainment
Sonoma-Cutrer Vineyards
Southern Glazer's Wine & Spirits
St. John's University
St. Supery Vineyards & Winery
State Farm Insurance
Subaru of America
Sugarlands Distilling
Taco Bell
TaylorMade Golf
Tech Data
Terlato Wine Group
The Bountiful Company
The Bruery
The Children's Place
The Wine Group
The Wonderful Company
Thrivent Financial
T-Mobile USA
Treasury Wine Estates Americas
Trefethen Vineyards Winery
Trillium Brewing
Trinchero Family Estates
Trinchero Lodi
Two Roads Brewing
U.S. Cellular
U.S. Foods
United Rentals
Universal Health Services
University of Phoenix
Victoria's Secret
Vintage Wine Estates
Vivint Solar
Voya Financial
Waste Management
WE Communications
Wente Family Estates
Windsor Vineyards
Wine Creek Cellars
Wine Hooligans
WX Brands

Survey Job Coverage




Field Sales Representative 1
Field Sales Representative 2
Field Sales Representative 3
Field Sales Representative 4
Field Sales Representative 5
Sales Manager 1A (Selling)
Sales Manager 1B (Non-Selling)
Sales Manager 2
Sales Manager 3
Sales Manager 4
Key Accounts Sales Representative 3
Key Accounts Sales Representative 4
Key Accounts Sales Representative 5
Key Accounts Sales Manager 1
Key Accounts Sales Manager 2
Key Accounts Sales Manager 3
Key Accounts Sales Manager 4
Largest Strategic Accounts Sales Representative 3
Largest Strategic Accounts Sales Representative 4
Largest Strategic Accounts Sales Representative 5
Largest Strategic Accounts Sales Manager 1
Largest Strategic Accounts Sales Manager 2
Largest Strategic Accounts Sales Manager 3
Largest Strategic Accounts Sales Manager 4


Product Specialist Sales Representative 1
Product Specialist Sales Representative 2
Product Specialist Sales Representative 3
Product Specialist Sales Representative 4
Product Specialist Sales Representative 5
Product Specialist Sales Manager 1
Product Specialist Sales Manager 2
Product Specialist Sales Manager 3


Retail Account Manager


Customer Success Manager


Government Sales Representative 1
Government Sales Representative 2
Government Sales Representative 3
Government Sales Representative 4
Government Sales Representative 5
Government Sales Manager 1
Government Sales Manager 2
Government Sales Manager 3


Business Developer General Sales 1
Business Developer General Sales 2
Business Developer General Sales 3
Business Developer General Sales 4
Business Developer General Sales 5
Business Development Manager 1
Business Development Manager 2


Inside Sales Representative 1
Inside Sales Representative 2
Inside Sales Representative 3
Inside Sales Representative 4
Inside Sales Specialist 1
Inside Sales Specialist 2
Inside Sales Specialist 3
Inside Sales Specialist 4
Inside Sales Specialist 5
Inside Sales Manager 1
Inside Sales Manager 2


Media Ad Sales Representative 1
Media Ad Sales Representative 2
Media Ad Sales Representative 3
Media Ad Sales Representative 4
Media Ad Sales Representative 5
Media Ad Sales Manager 1
Media Ad Sales Manager 2
Media Ad Sales Manager 3
Media Ad Sales Manager 4
Media Ad Key Account Manager
Media Ad National Account Manager
Media Ad Operations Trafficker 1
Media Ad Operations Trafficker 2
Media Ad Operations Trafficker 3
Media Ad Operations Manager 1
Media Ad Operations Manager 2



Sales Administrator/Support Specialist 1
Sales Administrator/Support Specialist 2
Sales Administrator/Support Specialist 3
Sales Administrator/Support Manager 1
Sales Administrator/Support Manager 2


Sales Forecast Analyst 1
Sales Forecast Analyst 2
Sales Forecast Analyst 3
Sales Forecast Analyst Manager 1
Sales Forecast Analyst Manager 2



Customer Support/Help Desk 1
Customer Support/Help Desk 2
Customer Support/Help Desk 3
Remote Support Engineer 1
Remote Support Engineer 2
Remote Support Engineer 3
Remote Support Engineer 4
Remote Support Engineer 5
Remote Support Manager 1
Remote Support Manager 2


Field Service Engineer 1
Field Service Engineer 2
Field Service Engineer 3
Field Service Engineer 4
Field Service Engineer 5
Field Engineering Manager 1
Field Engineering Manager 2
Field Engineering Manager 3



Product Sales Trainer 1
Product Sales Trainer 2
Product Sales Trainer 3
Sales Skills Trainer 1
Sales Skills Trainer 2
Sales Skills Trainer 3
Education Manager 1
Education Manager 2



Systems Consultant/Applications Engineer 1
Systems Consultant/Applications Engineer 2
Systems Consultant/Applications Engineer 3
Systems Consultant/Applications Engineer 4
Systems Consultant/Applications Engineer 5
Systems/Applications Engineering Manager 1
Systems/Applications Engineering Manager 2
Systems/Applications Engineering Manager 3