In 2026 a London mid-market account executive at a software company typically earns £58k–£75k base and £110k–£145k OTE, while the same role in a major US tech hub pays $80k–$100k base and $150k–$190k OTE. Across go-to-market roles, US hub base pay in dollars runs at roughly 1.2 to 2.2 times the London figure in pounds: the gap is widest in marketing, customer success and RevOps, and narrower in quota-carrying sales roles, where US packages pull further ahead through equity rather than cash.
These 2026 GTM salary benchmarks summarise the TRG GTM Salary Guide 2026, which sets indicative base and on-target earnings (OTE) ranges for 49 roles across 12 specialisms in Sales, Marketing, and Customer and RevOps. Below you will find every specialism's pay table, the usual base-to-variable split for each, how location and remote working change the numbers, where equity comes in, and the trends behind this year's figures. Each specialism links to its full page with sources and notes.
How were these GTM pay benchmarks built?
The guide is a synthesis, not a survey. We collected published 2024–2026 compensation data from salary platforms (RepVue, Bravado, Payscale, Founderpath, IT Jobs Watch), industry bodies and reports (The Bridge Group, Pavilion, Product Marketing Alliance, Customer Success Collective, RevOps Co-op), recruiter salary guides (Robert Half, Robert Walters, Ashdown Group, Exec Capital, KORE1, Coburg Banks, Morgan McKinley) and government statistics from the US Bureau of Labor Statistics. For each role and market we compared the medians, quartiles and published bands, then set a range for a typical venture-backed or scaled software company.
- UK ranges are London-weighted. US ranges reflect major tech hubs such as the San Francisco Bay Area, San Jose and New York.
- Base is annual gross salary. OTE is base plus commission or bonus at 100% of target, before equity and benefits.
- Where a role is normally salaried with a discretionary bonus, OTE is shown as 'Salary + bonus' and the typical bonus appears in the pay mix.
- Where public data is thin (CRO, VP Customer Success, VP Partnerships, solutions engineering leadership), ranges are derived from adjacent levels and flagged as indicative.
- Sources often disagree, mainly because some sample only software companies and others cover every sector. We weight towards software-company data.
UK vs US GTM pay at a glance
The table below takes one representative level from each of the 12 specialisms so you can compare the two markets side by side. The ratio column divides the US midpoint in dollars by the UK midpoint in pounds; it is not an exchange-rate conversion, but a sense of how differently the two markets price the same job.
| Role | UK base | UK OTE | US base | US OTE | US:UK base ratio |
|---|---|---|---|---|---|
| SDR / BDR | £33k–£40k | £44k–£58k | $55k–$70k | $80k–$100k | 1.7x |
| Mid-market AE | £58k–£75k | £110k–£145k | $80k–$100k | $150k–$190k | 1.4x |
| Enterprise AE | £85k–£110k | £160k–£210k | $120k–$150k | $230k–$290k | 1.4x |
| VP Sales | £140k–£190k | £240k–£350k | $170k–$230k | $290k–$420k | 1.2x |
| Demand Generation Manager | £55k–£75k | Salary + bonus | $120k–$160k | Salary + bonus | 2.2x |
| Product Marketing Manager | £58k–£75k | Salary + bonus | $125k–$160k | Salary + bonus | 2.1x |
| Growth Marketing Manager | £60k–£80k | Salary + bonus | $125k–$160k | Salary + bonus | 2.0x |
| VP Marketing | £130k–£170k | £155k–£210k | $200k–$260k | $240k–$320k | 1.5x |
| Customer Success Manager | £48k–£65k | £55k–£78k | $95k–$120k | $115k–$145k | 1.9x |
| Solutions Engineer | £65k–£85k | £85k–£115k | $110k–$145k | $150k–$200k | 1.7x |
| RevOps Manager | £60k–£85k | Salary + bonus | $120k–$155k | Salary + bonus | 1.9x |
| Partner / Channel Manager | £55k–£72k | £70k–£95k | $100k–$135k | $130k–$175k | 1.9x |
Three patterns stand out. First, marketing shows the largest ratio: a US demand generation or product marketing manager earns about twice the London figure in their own currency, because US tech-hub marketing salaries are high and UK marketing roles are paid closer to the all-sector market. Second, customer success, RevOps, partnerships and solutions engineering sit at around 1.7 to 1.9 times. Third, quota-carrying sales roles have the smallest ratio on cash, from about 1.2 times for a VP Sales to 1.7 times for an SDR, because London software sales pay is already high by UK standards. Senior US sales roles pull ahead mainly through equity and larger accelerators, which these cash figures do not show.
Sales: SDR, AE, enterprise and sales leadership pay
Sales roles carry the largest share of variable pay in go-to-market, and OTE matters as much as base. Account executive plans in both markets stay close to 50/50 base and commission, with annual quota commonly set at roughly four to six times OTE. More companies now pay on cash collected rather than bookings, cap or claw back multi-year deals, and tie accelerators to new logos, so always read the plan document as well as the offer letter.
What do SDRs and BDRs earn in 2026?
Sales development is the entry point to most GTM careers, and the role is changing fastest. The Bridge Group's 2025 report puts the median US SDR at $55k base and $80k OTE, a 68:32 split, unchanged in nominal terms since 2022, and reports that only 60% of SDRs reached quota, the lowest in the study's history. A 2025 Emergence Capital survey of more than 560 B2B software companies, reported by Stacker, found 36% had cut sales development teams.
In London, Skipcall's 2026 figures put entry-level SDR base at roughly £33k–£38k; our guide range of £33k–£40k also covers SDRs with a year or more of experience. Pay rises quickly for those who move into team lead and management roles, and AI-assisted research and outreach is pushing demand toward senior SDRs who qualify harder rather than volume-only entry roles.
| Level | UK base | UK OTE | US base | US OTE |
|---|---|---|---|---|
| SDR / BDR (0–18 months) | £33k–£40k | £44k–£58k | $55k–$70k | $80k–$100k |
| Senior SDR / BDR | £40k–£50k | £55k–£70k | $65k–$80k | $95k–$120k |
| SDR Team Lead | £50k–£62k | £68k–£85k | $80k–$100k | $115k–$145k |
| SDR Manager | £60k–£80k | £85k–£110k | $100k–$125k | $140k–$175k |
| Head / Director of Sales Development | £85k–£110k | £115k–£150k | $135k–$165k | $180k–$230k |
Full level-by-level detail, sources and notes: SDR and BDR salary guide.
What does an account executive earn in 2026?
Account executives own new-business revenue from discovery to close. RepVue's 2025 US medians are $70k base and $130k OTE for SMB AEs and $85k base and $165k OTE for mid-market AEs. RepVue's UK median for AEs is about £76k base and £143k OTE, reflecting well-funded SaaS and tech vendors; all-sector UK sources are much lower, which is why our ranges are explicitly for software companies.
The most useful question an AE can ask about any offer is what share of the team hit quota last year. An OTE few people reach is a recruiting number, not an earnings expectation.
| Level | UK base | UK OTE | US base | US OTE |
|---|---|---|---|---|
| SMB / Commercial AE | £45k–£58k | £80k–£110k | $65k–$85k | $120k–$160k |
| Mid-market AE | £58k–£75k | £110k–£145k | $80k–$100k | $150k–$190k |
| Senior AE | £70k–£88k | £130k–£170k | $95k–$120k | $180k–$230k |
Full level-by-level detail, sources and notes: account executive salary guide.
What do enterprise and strategic account executives earn?
Enterprise and strategic sellers run long, multi-stakeholder deals with six- and seven-figure contract values. RepVue's 2025 US medians are $130k base and $255k OTE for enterprise AEs and $145k base and $280k OTE for strategic AEs. Its UK enterprise AE median is about £88k base and £166k OTE.
Because accelerators above quota can be generous, realised earnings in enterprise roles vary far more than base. Top performers can earn well above OTE in a good year, which is one reason strong enterprise sellers are slow to move: they are often waiting on pipeline that will pay out next year.
| Level | UK base | UK OTE | US base | US OTE |
|---|---|---|---|---|
| Enterprise AE | £85k–£110k | £160k–£210k | $120k–$150k | $230k–$290k |
| Strategic / Named Account AE | £100k–£130k | £190k–£260k | $140k–$175k | $270k–$340k |
| Global / Strategic Account Director | £120k–£160k | £230k–£320k | $165k–$210k | $320k–$420k |
Full level-by-level detail, sources and notes: enterprise and strategic sales salary guide.
What does a VP Sales or CRO earn in the UK and US?
Sales leaders own the number for a team, a region or the whole company. Exec Capital's 2026 guide puts UK mid-market sales director OTE at £160k–£260k and says CRO OTE typically sits 20–40% above a comparable sales director. The US Bureau of Labor Statistics median for all sales managers across industries was $148,270 in May 2025, well below software-company levels, which shows how much the technology sector pays above the wider market.
CRO ranges are our derivation from VP Sales data plus that 20–40% premium; few public sources report CRO pay directly. Equity is common at VP and CRO level in both markets and often decides whether an offer is competitive.
| Level | UK base | UK OTE | US base | US OTE |
|---|---|---|---|---|
| Sales Manager (front line) | £85k–£110k | £140k–£190k | $130k–$160k | $230k–$290k |
| Sales Director / Head of Sales | £110k–£150k | £180k–£260k | $160k–$200k | $280k–$360k |
| VP Sales | £140k–£190k | £240k–£350k | $170k–$230k | $290k–$420k |
| Chief Revenue Officer | £180k–£250k | £300k–£450k | $220k–$300k | $380k–$560k |
Full level-by-level detail, sources and notes: sales leadership salary guide.
Marketing: demand generation, product marketing, growth and leadership pay
Marketing roles are mostly salaried, with an annual bonus of 10–20% rather than commission. Pipeline-linked variable pay is growing in demand generation, and equity is common for senior hires at growth-stage companies. After two years of budget cuts, pipeline creation is a board-level priority again, and demand generation hiring has recovered.
What does a demand generation manager earn?
Demand generation marketers create qualified pipeline through paid, content, events and outbound programmes. Robert Half's 2026 bands for a demand generation manager run from $121k–$171k in San Jose against a national US band of $92k–$130k. In London, Robert Half's digital marketing manager band (£54k–£87k) is consistent with our range.
Demand gen candidates who can show sourced pipeline and its conversion to revenue, rather than lead volume, are the ones commanding the top of these ranges.
| Level | UK base | UK OTE | US base | US OTE |
|---|---|---|---|---|
| Demand Gen / Campaign Executive | £38k–£50k | Salary + bonus | $80k–$105k | Salary + bonus |
| Demand Generation Manager | £55k–£75k | Salary + bonus | $120k–$160k | Salary + bonus |
| Senior Manager / Head of Demand Gen | £75k–£95k | Salary + bonus | $150k–$185k | Salary + bonus |
| Director of Demand Generation | £90k–£120k | Salary + bonus | $175k–$220k | Salary + bonus |
Full level-by-level detail, sources and notes: demand generation salary guide.
What does a product marketing manager earn?
Product marketers own positioning, messaging, launches and sales enablement. The Product Marketing Alliance's 2024/25 survey reports US medians of $124.9k for PMMs, $152k for senior PMMs, $190k for directors and $215k for VPs. Its UK medians are £78.4k for senior PMMs and £101k for directors.
The contrast between a £101k UK director and a $190k US director is one of the clearest illustrations of the transatlantic gap in this guide.
| Level | UK base | UK OTE | US base | US OTE |
|---|---|---|---|---|
| Product Marketing Manager | £58k–£75k | Salary + bonus | $125k–$160k | Salary + bonus |
| Senior PMM | £72k–£90k | Salary + bonus | $145k–$180k | Salary + bonus |
| Director of Product Marketing | £95k–£125k | Salary + bonus | $180k–$225k | Salary + bonus |
| VP Product Marketing | £125k–£165k | Salary + bonus | $210k–$260k | Salary + bonus |
Full level-by-level detail, sources and notes: product marketing salary guide.
What do growth and lifecycle marketers earn?
Growth and lifecycle marketers turn sign-ups and usage into revenue through onboarding, CRM, experimentation and expansion programmes. Ashdown Group's 2026 guide puts London CRM managers at £50k–£75k between the lower and upper quartile, and heads of digital marketing at £85k–£120k.
Few public sources benchmark 'growth' titles specifically, so we map growth roles to digital and demand generation bands. Candidates with strong experimentation and data skills, especially in product-led companies, sit at the top.
| Level | UK base | UK OTE | US base | US OTE |
|---|---|---|---|---|
| Lifecycle / CRM Manager | £50k–£70k | Salary + bonus | $110k–$145k | Salary + bonus |
| Growth Marketing Manager | £60k–£80k | Salary + bonus | $125k–$160k | Salary + bonus |
| Head of Growth / Lifecycle | £85k–£115k | Salary + bonus | $170k–$215k | Salary + bonus |
Full level-by-level detail, sources and notes: growth and lifecycle marketing salary guide.
What does a VP Marketing or CMO earn?
Marketing leaders own brand, pipeline contribution and the marketing budget. Pavilion reports a B2B CMO median base of $275k and OTE of $327.5k, with base making up about 84% of cash OTE. Ashdown Group's 2026 London quartiles put heads of marketing at £85k–£120k, marketing directors at £105k–£160k and CMOs at £115k–£195k.
Founderpath's US SaaS medians are lower because they include early-stage companies, and the BLS median for all marketing managers was $166,790 in May 2025. For senior marketing hires, equity and bonus terms often decide whether an offer is competitive.
| Level | UK base | UK OTE | US base | US OTE |
|---|---|---|---|---|
| Head of Marketing | £85k–£120k | Salary + bonus | $160k–$200k | Salary + bonus |
| Marketing Director | £105k–£140k | Salary + bonus | $175k–$220k | Salary + bonus |
| VP Marketing | £130k–£170k | £155k–£210k | $200k–$260k | $240k–$320k |
| CMO | £140k–£200k | £170k–£250k | $250k–$330k | $300k–$400k |
Full level-by-level detail, sources and notes: marketing leadership salary guide.
Customer and RevOps: customer success, solutions engineering, RevOps and partnerships pay
Customer-facing and operations roles have the widest range of pay structures in GTM: customer success is mostly salaried with a modest variable, solutions engineers carry meaningful variable tied to the sales team's number, RevOps is salaried with a bonus, and partnerships sits closer to sales.
What does a customer success manager earn in 2026?
Customer success teams keep and grow revenue after the sale. RepVue's US median for CSMs is $95k base and $130k OTE; the Customer Success Collective reports a US CSM median of $88.5k. Robert Half's Greater London band, which spans all sectors, is £40k–£59.5k.
Commercial CSMs who own renewals and expansion are paid towards the top of these ranges and carry more variable pay. Enterprise CSMs and CS leaders earn considerably more.
| Level | UK base | UK OTE | US base | US OTE |
|---|---|---|---|---|
| Customer Success Manager | £48k–£65k | £55k–£78k | $95k–$120k | $115k–$145k |
| Senior / Enterprise CSM | £62k–£80k | £72k–£95k | $115k–$145k | $135k–$175k |
| CS Team Lead / Manager | £75k–£95k | £85k–£110k | $135k–$165k | $155k–$195k |
| Director of Customer Success | £95k–£125k | £110k–£150k | $150k–$190k | $175k–$230k |
| VP Customer Success / CCO | £130k–£170k | £155k–£210k | $200k–$260k | $240k–$320k |
Full level-by-level detail, sources and notes: customer success salary guide.
What does a solutions engineer earn?
Solutions engineers, also called sales engineers or presales, win the technical decision in a sale. KORE1's 2026 guide puts mid-level US SEs at $110k–$145k base ($150k–$200k OTE) and senior SEs at $145k–$185k base ($200k–$270k OTE). RepVue's US median is $140k base and $195k OTE.
Senior and principal SEs often out-earn the AEs they support. SEs who can run AI-assisted demos and proofs of value are among the hardest GTM hires to close in both markets.
| Level | UK base | UK OTE | US base | US OTE |
|---|---|---|---|---|
| Solutions Engineer | £65k–£85k | £85k–£115k | $110k–$145k | $150k–$200k |
| Senior Solutions Engineer | £85k–£105k | £110k–£140k | $145k–$185k | $200k–$270k |
| Principal / Staff SE | £100k–£130k | £130k–£170k | $175k–$230k | $260k–$350k |
| SE Manager | £110k–£140k | £140k–£180k | $180k–$220k | $250k–$320k |
| Head / Director of Solutions Engineering | £130k–£170k | £170k–£220k | $210k–$260k | $290k–$370k |
Full level-by-level detail, sources and notes: solutions engineering salary guide.
What does a RevOps manager earn?
Revenue operations runs the systems, data, forecasting and process behind sales, marketing and customer success. QuotaPath reports RevOps pay rising about 5% a year against a 4% all-industry average. RevOps Co-op's 2026 report, from more than 1,800 respondents, says AI-fluent operators earn up to $60k more than generalists.
In London, Robert Walters' 2026 figures, as reported by Fractional Quest, put RevOps managers at £52k–£83k and heads of RevOps at medium-sized companies at £124k–£186k. Titles stretch differently by company size, so compare scope, not title.
| Level | UK base | UK OTE | US base | US OTE |
|---|---|---|---|---|
| RevOps Analyst | £40k–£55k | Salary + bonus | $85k–$115k | Salary + bonus |
| RevOps Manager | £60k–£85k | Salary + bonus | $120k–$155k | Salary + bonus |
| Senior RevOps Manager | £80k–£105k | Salary + bonus | $145k–$180k | Salary + bonus |
| Head / Director of RevOps | £105k–£150k | Salary + bonus | $180k–$240k | Salary + bonus |
| VP Revenue Operations | £140k–£185k | Salary + bonus | $220k–$290k | Salary + bonus |
Full level-by-level detail, sources and notes: revenue operations salary guide.
What does a partner manager earn?
Partnerships and alliances teams build revenue through resellers, technology partners, marketplaces and system integrators. PartnerStack's 2026 guide puts US partner managers at $110k–$140k and strategic alliances directors at $150k–$200k. Coburg Banks reports a London partnerships manager median of £66k and says bonus or commission typically adds 20–35% of base.
Partner roles with sourced-pipeline targets sit at the upper end. VP-level ranges are indicative because public data is thin.
| Level | UK base | UK OTE | US base | US OTE |
|---|---|---|---|---|
| Partner / Channel Manager | £55k–£72k | £70k–£95k | $100k–$135k | $130k–$175k |
| Senior Partner Manager | £70k–£90k | £90k–£120k | $130k–$160k | $165k–$210k |
| Head of Partnerships / Alliances Director | £95k–£130k | £125k–£170k | $150k–$200k | $200k–$260k |
| VP Partnerships & Alliances | £130k–£170k | £170k–£230k | $200k–$250k | $260k–$340k |
Full level-by-level detail, sources and notes: partnerships and alliances salary guide.
How is GTM pay split between base and variable?
The base-to-variable split tells you how much of the package depends on performance. These are the typical splits we see in 2026 offers.
| Specialism | UK pay mix | US pay mix |
|---|---|---|
| SDR / BDR | 70/30 base/variable | 65/35 to 70/30 base/variable (Bridge Group median 68:32) |
| Account executives | 50/50 base/commission | 50/50 base/commission (SMB can run 45/55) |
| Enterprise and strategic | 50/50 base/commission; some strategic roles 60/40 | 50/50 base/commission; some strategic roles 60/40 |
| Sales leadership | 60/40 to 70/30 base/variable; equity common at VP and CRO | 60/40 to 70/30 base/variable; equity common at VP and CRO |
| Demand generation | Salary plus 10–15% bonus; pipeline-linked variable is growing | Salary plus 10–20% bonus; some pipeline-linked variable |
| Product marketing | Salary plus 10–15% bonus | Salary plus 10–20% bonus; equity at growth-stage companies |
| Growth and lifecycle | Salary plus 10–15% bonus | Salary plus 10–20% bonus; equity common in product-led companies |
| Marketing leadership | Salary plus 15–30% bonus at VP and CMO; equity common | About 84/16 base/bonus for B2B CMOs (Pavilion median); equity common |
| Customer success | 80/20 to 90/10 base/variable, tied to retention and expansion | 75/25 to 85/15 base/variable |
| Solutions engineering | 70/30 to 80/20 base/variable | 70/30 to 75/25 base/variable (Bravado average about 74/26) |
| Revenue operations | Salary plus 10–25% bonus (higher in PE-backed companies) | Salary plus 10–25% bonus; equity at growth stage |
| Partnerships and alliances | 70/30 base/variable (variable typically 20–35% of base) | 70/30 base/variable |
How does location change GTM pay?
Our ranges assume London in the UK and a top-tier hub in the US. The indices below adjust them for other locations; each shows typical base pay as a share of the most expensive hub. Carta's July 2025 startup data, for example, shows New York and San Jose paid at the San Francisco rate, Seattle at 97% and Boston at 92%. Our index blends Carta with Robert Half's 2026 city bands, which is why Boston shows as 94 in the table.
| UK location | Index | US location | Index |
|---|---|---|---|
| London | 100 | San Francisco Bay Area / San Jose | 100 |
| Bristol | 90 | New York | 100 |
| Manchester | 89 | Seattle | 97 |
| Edinburgh | 87 | Boston | 94 |
| Remote (UK) | 82 | Chicago | 92 |
| Austin | 88 | ||
| Remote (US) | 80 |
Most US software companies now pay on geographic tiers, with fully remote roles benchmarked to a national or tier-two band, roughly 75–85% of the top tier. In the UK, remote roles usually pay around 80–85% of London rates. For quota-carrying roles, OTE moves less than base, because quotas and commission rates are usually set company-wide.
Where does equity fit in GTM pay?
Equity is now standard for VP-level GTM hires at venture-backed companies and common for senior individual contributors in the US. Below manager level it is much less common in the UK. Because equity is excluded from every figure above, two offers with the same cash can be very different in total value. When comparing, ask for the number of shares or options, the total fully diluted shares outstanding, the strike price and the vesting schedule, and compare total value over four years.
What are the big GTM pay trends in 2026?
- SDR pay is flat while the role is reshaped by AI: median US SDR OTE has not moved since 2022, attainment is at a low, and companies keeping SDRs want research-led, multi-channel outreach and harder qualification.
- Sales plans are getting stricter: 50/50 remains the AE norm, but more plans pay on cash collected, cap multi-year deals and tie accelerators to new logos.
- RevOps pay keeps rising: pay growth runs ahead of the all-industry average, with a premium for operators who can build with AI.
- Demand generation and presales are back in demand: pipeline creation is a board-level priority again, and SEs who can run proofs of value are scarce.
- Remote pay has settled into tiers: national or tier-two bands for remote roles, with hub roles at the top rate.
- The US–UK gap is wider than the exchange rate: US hub base pay in dollars is typically 1.2 to 2.2 times the London figure in pounds for the same role, widest in marketing and operations; in senior sales roles the bigger difference is equity.
- Equity matters more with seniority: for leaders, the equity and bonus terms often decide whether an offer is competitive.
How to use these benchmarks
For candidates and hiring managers:
- Match on scope, not title. A 'head of' at a 50-person company may have the scope of a manager at a 2,000-person one. Compare responsibilities, team size and the number carried.
- Adjust for location. Apply the location index to base, and check whether variable and quota are also adjusted.
- Test the variable. For quota-carrying roles, ask how many people hit target last year and how the quota compares with OTE.
- Add equity and benefits. Compare total value over four years, including US health cover and UK pension contributions.
- Check the date. Pay data ages quickly. This guide reflects published data from 2024 to 2026.
2026 GTM pay questions
For the same role, US tech-hub base pay in dollars is typically 1.2 to 2.2 times the London figure in pounds. The ratio is highest in marketing (about 2 times) and lowest in senior sales roles (about 1.2 to 1.4 times), where US packages differ more through equity and accelerators.
A London mid-market SaaS AE typically earns £58k–£75k base and £110k–£145k OTE. In US tech hubs the role pays $80k–$100k base and $150k–$190k OTE. Enterprise AEs earn £160k–£210k OTE in London and $230k–$290k in the US.
SDRs are around 70/30, account executives 50/50, solutions engineers 70/30 to 80/20, sales leaders 60/40 to 70/30, and customer success 80/20 to 90/10 in the UK.
Most marketing roles are salaried with an annual bonus of 10–20%, rather than commission. VP Marketing and CMO roles often carry a larger bonus, and equity is common at senior levels.
Most US companies pay remote roles at a national or tier-two rate, roughly 75–85% of San Francisco or New York pay. In the UK, remote roles usually pay around 80–85% of London rates.
They are our synthesis of published 2024–2026 salary data from platforms, industry reports, recruiter guides and government statistics, weighted towards software companies. Each specialism page on /salary-guide lists its sources.
Some survey only software companies while others cover every sector, some are self-reported, and job titles mean different things at different company sizes. We weight towards software-company data and note disagreements.