This is in no way typical (and 10% seems very high but it obviously depends on deal size). There will be certain cases where management carveouts are part of a deal, but it's far from the norm. Executives who join at a later stage also receive the same type of common stock / options that the founders have, and they typically don't receive much of an equity payout in comparison.
Just to be clear, I'm speaking about deals where no money falls on common, which includes the common shares and options held by all of the executives and employees needed to make the deal close.
