Treat them no differntly than tech. Compensate based on the value they bring to the table based on stage of growth. At early stages in which u r working thru customer/market validation, value proposition, pricing, distribution strategy, messaging, company voice/values, financial models (expenses, head count, marketing, dev, operations, revenue projections, etc.), sales srategy, pitching..... u may find that there is greater value in a heavy hitter sales, marketing, biz dev or exec mgt. than dev. This often changes based on the stage u r at.