Digital Sales Compensation: Neither Fish Nor Fowl

DeWese isn't alone in the belief that cultivating your own digital sales professionals is the preferred route. Kate Dunn, president of Digital Innovations Group—a sales and marketing strategy firm in Richmond, VA—contends that printing companies tend not to hire the best sales reps.

Most of the people who sell in this industry aren't that capable, she believes. "So, not only are you trying to teach them to sell a more complex product with cross-channel communication or a Web-to-print solution, but you must teach them how to sell."