Getting your sales compensation wrong is one of the most expensive mistakes a growing business can make. Pay too little and you lose top performers to competitors. Pay too much in the wrong structure and you drain budget without driving results. This guide covers real 2026 market rates — base salary and OTE — for every major commercial role across the UK, updated with the latest data from Reed, RepVue, Glassdoor and PayScale.
How to use this guide: All figures are UK market rates for 2026. Ranges reflect variation by sector, company size, and location. London typically adds 10–20% to base. Tech and SaaS roles sit at the upper end; traditional industries at the lower end. OTE assumes on-target performance. Data sourced from Reed 2026 Salary Guide, RepVue, Glassdoor, and PayScale — April 2026.
The 2026 sales hiring market is characterised by selective budget loosening after two years of tighter headcount controls. Businesses are hiring again — but with far more discipline around ROI. Roles directly tied to revenue generation (BDMs, AEs, and outbound SDRs) are in highest demand, while roles with less direct pipeline responsibility are seeing slower growth.
The other defining trend is AI. Sales professionals who can work alongside AI tools — for prospecting, personalisation, and pipeline management — are commanding a premium. Those who can't are seeing static or declining offers. This is increasingly showing up in job specs and compensation conversations.
Base salaries have seen modest growth of 3–5% across most levels versus 2025. OTE upside has remained broadly flat, with companies focusing more on realistic quota-setting after years of aggressive targets that most reps couldn't hit.
Sales Development Representatives remain the most in-demand entry-level commercial hire. Compensation is base-heavy relative to more senior roles, with variable pay tied to meetings booked or qualified opportunities created.
| Level | Base Salary | OTE | Notes |
|---|---|---|---|
| Junior SDR (0–1 yr) | £28,000 – £36,000 | £42,000 – £52,000 | Graduate entry, often office-based |
| SDR (1–3 yrs) | £35,000 – £46,000 | £52,000 – £70,000 | Tech/SaaS at upper end |
| Senior SDR / Team Lead | £46,000 – £58,000 | £68,000 – £85,000 | Management responsibility added |
Psixty UK insight: Only 66% of UK SDRs hit quota in 2026 according to RepVue data — which means your comp plan design matters enormously. If your variable structure is too aggressive, you'll burn through SDRs every 8–12 months. We recommend a 70/30 base-to-variable split at junior level, moving to 60/40 for senior SDRs.
Account Executives own the full sales cycle and carry the highest OTE upside in most commercial teams. Variable pay tied to closed revenue, with accelerators for over-attainment increasingly common as companies look to reward true top performers.
| Level | Base Salary | OTE | Notes |
|---|---|---|---|
| SMB Account Executive | £36,000 – £52,000 | £62,000 – £90,000 | Shorter cycles, higher volume |
| Mid-Market AE | £52,000 – £72,000 | £90,000 – £135,000 | Most common bracket in SaaS |
| Enterprise AE | £72,000 – £105,000 | £135,000 – £210,000+ | Long cycles, strategic accounts |
The BDM title varies significantly by organisation — in some businesses it's a senior individual contributor closing strategic new logos; in others it means managing an SDR team. Always benchmark the responsibilities, not the title. Reed's 2026 data confirms BDMs remain one of the most sought-after hires in the UK market.
| Experience | Base Salary | OTE | Sector |
|---|---|---|---|
| Mid-level BDM (3–5 yrs) | £48,000 – £65,000 | £75,000 – £100,000 | B2B generalist |
| Senior BDM (5–8 yrs) | £62,000 – £82,000 | £100,000 – £145,000 | Tech / SaaS / Professional Services |
| Strategic BDM / Partnerships | £75,000 – £100,000 | £125,000 – £190,000 | Enterprise, long-cycle deals |
Sales Managers are responsible for team performance, coaching, pipeline hygiene, and forecast accuracy. Most carry a blend of personal and team-based OTE. Reed's 2026 data shows customer success and account management roles being increasingly targeted on new revenue — blurring the line with traditional sales management.
| Type | Base Salary | OTE | Team Size |
|---|---|---|---|
| Player-Manager | £58,000 – £74,000 | £88,000 – £125,000 | 2–5 reports + own number |
| Sales Manager (pure) | £62,000 – £82,000 | £95,000 – £135,000 | 5–12 reports, team OTE |
| Regional Sales Manager | £68,000 – £90,000 | £105,000 – £155,000 | Geographic P&L ownership |
Sales Directors own revenue targets at a business unit or company level. They operate at a strategic layer — responsible for go-to-market, headcount planning, and commercial performance. At this level, bonus structures become more complex, often including annual performance bonuses, long-term incentives, and equity in growth-stage businesses.
| Scope | Base Salary | OTE / Total Comp | Notes |
|---|---|---|---|
| Sales Director (SME) | £72,000 – £95,000 | £115,000 – £165,000 | Sub-50 headcount businesses |
| Sales Director (Mid-market) | £88,000 – £115,000 | £145,000 – £210,000 | 50–500 headcount |
| Sales Director (Enterprise) | £105,000 – £135,000 | £185,000 – £260,000+ | Large org, equity common |
The VP of Sales is the most senior commercial hire below the C-suite. In scale-ups this is often the most critical hire a founder makes — and getting the compensation structure wrong can misalign incentives from day one. PayScale's 2026 data puts the base range at £74k–£164k, with total comp varying widely by stage and sector.
| Stage | Base Salary | OTE | Equity |
|---|---|---|---|
| VP of Sales (Series A) | £95,000 – £125,000 | £155,000 – £230,000 | 0.25% – 1.0% options typical |
| VP of Sales (Series B/C) | £115,000 – £155,000 | £210,000 – £310,000+ | 0.1% – 0.5% options |
| VP of Sales (Enterprise) | £135,000 – £170,000 | £260,000 – £420,000+ | Varies, often cash bonus |
This is the biggest new variable in 2026. Sales professionals who actively use AI tools for prospecting, call prep, CRM hygiene, and pipeline analysis are commanding 5–15% premiums over equivalent candidates who don't. It's no longer a nice-to-have in job specs — it's increasingly an expectation at mid-level and above.
Tech and SaaS pay 15–30% above equivalent roles in traditional industries. Financial services and professional services sit in the middle. Logistics, manufacturing, and FMCG sales roles tend to sit at or below the mid-point of the ranges above.
London adds 10–20% to base across most levels. Glassdoor's 2026 data shows London SDRs averaging £42,357 base versus national averages closer to £35,000–£40,000. The South East (Reading, Oxford, Guildford) sits close behind. Remote roles are narrowing geographic gaps but haven't eliminated them at senior levels.
Roles requiring pure outbound pipeline generation command higher OTE than those with strong inbound lead flow. If you expect candidates to hunt from scratch, the comp needs to reflect that — you're hiring a harder-to-find skill set.
Early-stage businesses (pre-Series A) compensate below market on base but offer meaningful equity. Series A and beyond trend towards market rate. Established businesses rarely offer equity but provide better stability and benefits.
Need a bespoke salary benchmark? Psixty UK provides free market rate guidance as part of our briefing process. We'll tell you honestly what your budget can realistically attract — before you commit to a search.
The salary data in this guide has been compiled from the following sources, all accessed April 2026:
Salary ranges represent market benchmarks and may vary based on individual company circumstances, candidate experience, and negotiation. Psixty UK recommends using these figures as a starting point for compensation planning rather than fixed targets.
We'll help you build a compensation package that attracts the right candidates — and give you an honest read on what the market looks like right now.
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