GTM salary guide 2026: what sales, marketing and RevOps pay.
The TRG GTM Salary Guide 2026 gives indicative base salary and on-target earnings (OTE) ranges for 49 go-to-market roles at software and technology companies in the UK and US, across Sales, Marketing, and Customer & RevOps, from SDR to CRO and CMO. UK figures are London-weighted; US figures reflect major tech hubs such as the San Francisco Bay Area and New York. Every range is our synthesis of published 2024–2026 salary data, with sources listed for each specialism.
The headlines
- $80kMedian US SDR OTE in 2025, unchanged since 2022Source: The Bridge Group
- 60%Share of SDRs hitting quota in 2025, the lowest in The Bridge Group's historySource: The Bridge Group
- £143kMedian OTE for UK account executives on RepVueSource: RepVue
- $255kMedian OTE for US enterprise account executivesSource: RepVue
- £87.5kMedian advertised London presales salary, six months to November 2026Source: IT Jobs Watch
- +27%Year-on-year rise in the London demand generation median salarySource: IT Jobs Watch
- £101k / $190kMedian Director of Product Marketing pay, UK vs USSource: Product Marketing Alliance
- 36%B2B software companies that cut sales development teams (2025 survey)Source: Stacker
- 92–97%Startup pay in Boston and Seattle as a share of San FranciscoSource: Carta
2026 base and OTE by role
Download CSV ↓| Role | Specialism | UK (£) | US ($) |
|---|---|---|---|
| SDR / BDR (0–18 months) | SDR & BDR | £33–40k base£44–58k OTE | $55–70k base$80–100k OTE |
| Senior SDR / BDR | SDR & BDR | £40–50k base£55–70k OTE | $65–80k base$95–120k OTE |
| SDR Team Lead | SDR & BDR | £50–62k base£68–85k OTE | $80–100k base$115–145k OTE |
| SDR Manager | SDR & BDR | £60–80k base£85–110k OTE | $100–125k base$140–175k OTE |
| Head / Director of Sales Development | SDR & BDR | £85–110k base£115–150k OTE | $135–165k base$180–230k OTE |
| SMB / Commercial AE | Account Executives | £45–58k base£80–110k OTE | $65–85k base$120–160k OTE |
| Mid-market AE | Account Executives | £58–75k base£110–145k OTE | $80–100k base$150–190k OTE |
| Senior AE | Account Executives | £70–88k base£130–170k OTE | $95–120k base$180–230k OTE |
| Enterprise AE | Enterprise & Strategic | £85–110k base£160–210k OTE | $120–150k base$230–290k OTE |
| Strategic / Named Account AE | Enterprise & Strategic | £100–130k base£190–260k OTE | $140–175k base$270–340k OTE |
| Global / Strategic Account Director | Enterprise & Strategic | £120–160k base£230–320k OTE | $165–210k base$320–420k OTE |
| Sales Manager (front line) | Sales Leadership | £85–110k base£140–190k OTE | $130–160k base$230–290k OTE |
| Sales Director / Head of Sales | Sales Leadership | £110–150k base£180–260k OTE | $160–200k base$280–360k OTE |
| VP Sales | Sales Leadership | £140–190k base£240–350k OTE | $170–230k base$290–420k OTE |
| Chief Revenue Officer | Sales Leadership | £180–250k base£300–450k OTE | $220–300k base$380–560k OTE |
| Demand Gen / Campaign Executive | Demand Generation | £38–50k base | $80–105k base |
| Demand Generation Manager | Demand Generation | £55–75k base | $120–160k base |
| Senior Manager / Head of Demand Gen | Demand Generation | £75–95k base | $150–185k base |
| Director of Demand Generation | Demand Generation | £90–120k base | $175–220k base |
| Product Marketing Manager | Product Marketing | £58–75k base | $125–160k base |
| Senior PMM | Product Marketing | £72–90k base | $145–180k base |
| Director of Product Marketing | Product Marketing | £95–125k base | $180–225k base |
| VP Product Marketing | Product Marketing | £125–165k base | $210–260k base |
| Lifecycle / CRM Manager | Growth & Lifecycle | £50–70k base | $110–145k base |
| Growth Marketing Manager | Growth & Lifecycle | £60–80k base | $125–160k base |
| Head of Growth / Lifecycle | Growth & Lifecycle | £85–115k base | $170–215k base |
| Head of Marketing | Marketing Leadership | £85–120k base | $160–200k base |
| Marketing Director | Marketing Leadership | £105–140k base | $175–220k base |
| VP Marketing | Marketing Leadership | £130–170k base£155–210k OTE | $200–260k base$240–320k OTE |
| CMO | Marketing Leadership | £140–200k base£170–250k OTE | $250–330k base$300–400k OTE |
| Customer Success Manager | Customer Success | £48–65k base£55–78k OTE | $95–120k base$115–145k OTE |
| Senior / Enterprise CSM | Customer Success | £62–80k base£72–95k OTE | $115–145k base$135–175k OTE |
| CS Team Lead / Manager | Customer Success | £75–95k base£85–110k OTE | $135–165k base$155–195k OTE |
| Director of Customer Success | Customer Success | £95–125k base£110–150k OTE | $150–190k base$175–230k OTE |
| VP Customer Success / CCO | Customer Success | £130–170k base£155–210k OTE | $200–260k base$240–320k OTE |
| Solutions Engineer | Solutions Engineering | £65–85k base£85–115k OTE | $110–145k base$150–200k OTE |
| Senior Solutions Engineer | Solutions Engineering | £85–105k base£110–140k OTE | $145–185k base$200–270k OTE |
| Principal / Staff SE | Solutions Engineering | £100–130k base£130–170k OTE | $175–230k base$260–350k OTE |
| SE Manager | Solutions Engineering | £110–140k base£140–180k OTE | $180–220k base$250–320k OTE |
| Head / Director of Solutions Engineering | Solutions Engineering | £130–170k base£170–220k OTE | $210–260k base$290–370k OTE |
| RevOps Analyst | Revenue Operations | £40–55k base | $85–115k base |
| RevOps Manager | Revenue Operations | £60–85k base | $120–155k base |
| Senior RevOps Manager | Revenue Operations | £80–105k base | $145–180k base |
| Head / Director of RevOps | Revenue Operations | £105–150k base | $180–240k base |
| VP Revenue Operations | Revenue Operations | £140–185k base | $220–290k base |
| Partner / Channel Manager | Partnerships & Alliances | £55–72k base£70–95k OTE | $100–135k base$130–175k OTE |
| Senior Partner Manager | Partnerships & Alliances | £70–90k base£90–120k OTE | $130–160k base$165–210k OTE |
| Head of Partnerships / Alliances Director | Partnerships & Alliances | £95–130k base£125–170k OTE | $150–200k base$200–260k OTE |
| VP Partnerships & Alliances | Partnerships & Alliances | £130–170k base£170–230k OTE | $200–250k base$260–340k OTE |
Pay by specialism
Sales
Marketing
How pay moves by city
Indices show typical base pay as a share of the most expensive hub (100). UK: Robert Half's 2026 CSM medians by city (London £49.25k; Bristol £44.5k; Manchester £44k; Edinburgh £43k) and Skipcall's 2026 London vs remote/regional SDR data. US: Carta's 2025 startup pay data (NYC and San Jose at the San Francisco rate; Seattle 97%; Boston 92%) blended with Robert Half's 2026 demand generation bands (New York 103%, Boston and Seattle 98%, Chicago 95%, Austin 88% and national 76% of San Jose). Remote roles are usually benchmarked at a national or tier-two rate.
| UK city | Index |
|---|---|
| London | 100 |
| Bristol | 90 |
| Manchester | 89 |
| Edinburgh | 87 |
| Remote (UK) | 82 |
| US metro | Index |
|---|---|
| San Francisco Bay Area / San Jose | 100 |
| New York | 100 |
| Seattle | 97 |
| Boston | 94 |
| Chicago | 92 |
| Austin | 88 |
| Remote (US) | 80 |
Sources: Skipcall; Robert Half; Robert Half; Robert Half; Robert Half; Robert Half; Robert Half; Robert Half; Robert Half; Robert Half; Robert Half; Robert Half; Robert Half; KORE1; Carta
What's moving GTM pay in 2026
SDR pay is flat while the role is reshaped by AI
The Bridge Group's 2025 data shows median US SDR OTE stuck at $80k since 2022, with only 60% of SDRs reaching quota, the lowest in the study's history. A 2025 Emergence Capital survey of 560+ B2B software companies found 36% had cut sales development teams. AI now handles list-building and first-touch sequencing, so the SDRs companies keep are expected to research accounts, run multi-channel outreach and qualify harder. That pushes demand, and pay, toward senior SDRs and team leads, and away from volume-only entry roles.
50/50 is still the AE norm, but plans are getting stricter
Account executive plans in both markets remain close to 50/50 base and commission, with quota at roughly 4–6x OTE. What has changed is the detail: more companies pay on cash collected rather than bookings, cap or claw back multi-year deals, and tie accelerators to new logos. Ask how much of the team hit plan last year; OTE means little if few people reach it.
RevOps pay keeps rising, with a premium for AI skills
RevOps is one of the fastest-rising GTM functions. QuotaPath reports pay growing about 5% a year against a 4% all-industry average, and RevOps Co-op's 2026 report says AI-fluent operators earn up to $60k more than generalists. In the UK, heads of RevOps at medium-sized London companies now earn £124k–£186k on Robert Walters' figures.
Demand generation and presales are back in demand
After two years of marketing budget cuts, pipeline creation is a board-level priority again. IT Jobs Watch shows the London demand generation median up 27% year on year (small sample) and the London presales median at £87.5k. Solutions engineers who can run AI-assisted demos and proofs of value are among the hardest GTM hires to close.
Remote pay has settled into tiers
Most US software companies now pay on geographic tiers. Carta's 2025 data shows New York and San Jose at the San Francisco rate, Seattle at 97% and Boston at 92%. Fully remote roles are usually benchmarked to a national or tier-two band, roughly 75–85% of the top tier. In the UK, the London premium over Manchester, Bristol and Edinburgh is around 10–13% for comparable roles.
The US–UK gap is wider than the exchange rate
For the same role, US tech-hub base pay in dollars runs from about 1.2x to 2.2x the London figure in pounds, depending on the function. Product Marketing Alliance's medians show the upper end clearly: £101k for a UK director of product marketing against $190k in the US. On base salary the gap is widest in marketing, RevOps and other salaried roles (around 2x) and narrowest in senior sales leadership (around 1.2–1.4x), where London pay for VP Sales and CRO roles has converged with US levels. US packages pull further ahead once OTE and equity are counted.
Equity matters more the more senior the hire
Equity is now standard for VP-level GTM hires at venture-backed companies and common for senior ICs in the US, but much less common below manager level in the UK. Pavilion's B2B CMO data shows base making up about 84% of cash OTE, so for marketing leaders the equity and bonus terms often decide whether an offer is competitive.
How we built this guide
This 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, Morgan McKinley, Ashdown Group, Exec Capital, KORE1, Coburg Banks) and government statistics (US Bureau of Labor Statistics).
For each role and market we compared the available medians, quartiles and published bands, then set an indicative range for a typical venture-backed or scaled software company. UK ranges are London-weighted; US ranges reflect major tech hubs (San Francisco Bay Area, San Jose, New York). Use the location indices to adjust for other cities.
Base is annual gross salary. OTE (on-target earnings) is base plus variable pay (commission or bonus) at 100% of target, before equity and benefits. Where a role is normally salaried with a discretionary bonus, OTE is left blank and the typical bonus is shown in the pay-mix note.
Sources often disagree, mainly because some sample only software companies while others cover all sectors, and some are self-reported. Where they disagree we say so in the notes and weight toward software-company data. Where public data is thin (CRO, VP Customer Success, VP Partnerships, SE leadership), ranges are derived from adjacent levels and are flagged as such.
All figures are in thousands: pounds sterling (£) for the UK and US dollars ($) for the US. They are indicative ranges to support planning and negotiation, not offers or guarantees. Actual pay varies with company stage, deal size, city, experience and track record.
Salary questions, answered
A London SaaS SDR typically earns £33k–£40k base and £44k–£58k OTE in their first 18 months. Senior SDRs earn £40k–£50k base and £55k–£70k OTE. RepVue's UK median is about £39k base and £59k OTE.
The Bridge Group's 2025 median for US SDRs is $55k base and $80k OTE, a 68:32 split. In tech hubs, expect $55k–$70k base and $80k–$100k OTE, rising to $65k–$80k base and $95k–$120k OTE for senior SDRs.
In London, a mid-market SaaS AE typically earns £58k–£75k base and £110k–£145k OTE. In US tech hubs it is $80k–$100k base and $150k–$190k OTE; RepVue's US median is $85k base and $165k OTE. A 50/50 base/commission split is normal.
Enterprise AEs typically earn £85k–£110k base and £160k–£210k OTE in London, and $120k–$150k base and $230k–$290k OTE in the US. RepVue's US median is $130k base and $255k OTE.
A UK VP Sales at a software company typically earns £140k–£190k base and £240k–£350k OTE. In the US, the range is $170k–$230k base and $290k–$420k OTE, usually with equity. CRO packages typically sit 20–40% above a comparable sales director.
In London, a PMM typically earns £58k–£75k and a senior PMM £72k–£90k. In the US, Product Marketing Alliance reports medians of $124.9k for PMMs, $152k for senior PMMs and $190k for directors.
A London demand generation manager typically earns £55k–£75k; IT Jobs Watch reports a London median of £70k in late 2026. In the US, Robert Half's bands are $121k–$171k in San Jose and $125k–$177k in New York.
A London SaaS CSM typically earns £48k–£65k base with a bonus of 10–20%. In US tech hubs, CSMs earn $95k–$120k base and $115k–$145k OTE. RepVue's US median is $95k base and $130k OTE.
In London, a SaaS solutions engineer typically earns £65k–£85k base and £85k–£115k OTE; the London presales median on IT Jobs Watch is £87.5k. In the US, SEs earn $110k–$145k base and $150k–$200k OTE, and senior SEs $145k–$185k base and $200k–$270k OTE.
A London RevOps manager typically earns £60k–£85k plus a 10–20% bonus; heads of RevOps earn £105k–£150k. In US hubs, RevOps managers earn $120k–$155k and directors $180k–$240k.
A London partner or channel manager typically earns £55k–£72k base and £70k–£95k OTE. In the US the role pays $100k–$135k base and $130k–$175k OTE; PartnerStack's 2026 range for partner managers is $110k–$140k.
SDRs are usually around 70/30 (The Bridge Group's median is 68:32). Account executives are 50/50. Solutions engineers are 70/30 to 80/20. Sales managers and leaders are 60/40 to 70/30. Customer success is typically 80/20 to 90/10.
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, similar to Manchester, Bristol and Edinburgh.
Some sources survey only software companies while others cover every sector, some are self-reported, and job titles mean different things at different company sizes. This guide weights toward software-company data and notes where sources disagree.
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All figures are indicative ranges for permanent roles at software and technology companies, not offers or guarantees. Citing this guide? Link to trggtm.com/salary-guide. Questions about a specific role: talk to a specialist.