Shiv Walia is the Director of Sales Compensation at A Place For Mom, leading comp strategy in the senior living industry. On this episode of the Go To Masters Show, he shares insights from 12 years in GTM, starting as a computer engineer at Accenture, then moving through sales ops at Dell and Mindbody before specializing in compensation across B2B and B2C models.

• Why a bad comp plan causes attrition faster than anything—and why what reps focus on is always what they get paid on
• How showing a graph of rep productivity going from 20 to 40 sales overnight made leadership realize you can't 2X productivity instantly
• Why sales comp is an emotional topic about someone's livelihood—data alone won't get buy-in if you ignore the human side

Connect with Shiv: LinkedIn

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Burak Ciflikli is the Chief Operating Officer at JotForm, a bootstrapped online form builder celebrating its 20th anniversary with 35 million organizations in its user base. On this episode of the Go To Masters Show, he shares insights from his journey as a software engineer turned COO, and how staying investor-free gave JotForm the freedom to focus entirely on what customers actually need.

• Why bootstrapping creates freedom to build for customers rather than maximize investor returns
• How a hack week idea about "forms that can talk" pivoted into a full customer service AI product
• Why the COO's job in an ideal world is to not be needed at all—creating space for the founder to act like a founder

Connect with Burak: LinkedIn

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Melissa Ramirez is the Director of Commission Operations at Cox Communications, where she leads a team supporting 3,000+ sales employees with 99.9% first-pay accuracy. On this episode of the Go To Masters Show, she shares insights from over a decade in comp strategy, technology, and business operations—delivering daily commission statements with mobile access to eliminate shadow accounting and build seller trust.

• Why shadow accounting happens when reps don't trust the system—daily transparency eliminates mysteries
• The three-legged stool: people (aligned teams), process (documented intake), and systems (data + internal auditor)
• How treating comp as strategic versus back-office gets you a seat at the table through storytelling with data

Connect with Melissa: LinkedIn

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