SaaS Sales Salaries UK
By Live Digital · Updated April 2026
- SDR / BDR: £25K–£40K base · £35K–£60K OTE
- Account Executive (SMB): £35K–£55K base · £60K–£100K OTE
- Account Executive (Mid-Market): £50K–£85K base · £90K–£170K OTE
- Account Executive (Enterprise): £65K–£120K base · £130K–£240K OTE
- Account Manager: £35K–£65K base · £50K–£100K OTE
- Sales Manager: £55K–£90K base · £90K–£160K OTE
- Head of Sales: £80K–£130K base · £130K–£230K OTE
- VP Sales: £100K–£170K base · £180K–£340K OTE
- Sales Engineer: £55K–£100K base · £80K–£150K OTE
- CRO: £150K–£280K base · £250K–£500K+ OTE
- Standard OTE split: 50/50 for AEs · 60–70/30–40 for SDRs
- Typical commission rate: 8–15% of ARR closed (AE level)
- Why SaaS sales pays more than most sectors
- Average SaaS sales salary: what the data says
- Salaries by role: full UK breakdown
- Base vs OTE: how SaaS sales comp works
- Commission structures explained
- Salary by experience level
- Salary by company stage
- Salary by deal segment (SMB / Mid-Market / Enterprise)
- London vs rest of UK
- Equity: what to expect at each stage
- Career progression & earnings potential
- How to negotiate your SaaS sales salary
- Frequently asked questions
Why SaaS sales pays more than most sectors
SaaS sales is not the same job as selling insurance or cars. Three structural factors make it one of the highest-paid non-executive careers in UK tech:
- Recurring revenue economics. When a customer renews their £60,000/year contract, that ARR is almost pure margin for the software company. This gives SaaS businesses the financial headroom to pay salespeople very well — because every deal compounds over time.
- Quota leverage. A single enterprise AE can close £1M–£5M+ in new ARR per year. At a 10% commission rate, that’s £100,000–£500,000 in commission alone. The leverage on a top performer’s output is enormous.
- Global compensation benchmarks. UK-based SaaS companies compete for talent against US-headquartered tech firms paying US-market salaries. This creates wage inflation throughout the sector. London, in particular, has US-influenced comp packages that simply don’t exist in most other UK industries.
The flip side is quota pressure. Every number in this guide represents what you earn if you hit target. At companies with aggressive quotas, many reps attain 60–70% of OTE in a typical year. The best reps at the best companies routinely exceed 150% — and that’s where the real money is made.
Average SaaS sales salary: what the data says
Headline averages for “SaaS sales” are misleading because the category bundles together SDRs earning £35,000 OTE and enterprise AEs earning £200,000 OTE. Here is what the main sources report, and what they’re actually measuring:
| Source | Figure | What it measures |
|---|---|---|
| Glassdoor (2026) | £39,198 average | Broad “SaaS Sales” category — skewed by volume of SDR roles |
| LinkedIn (Dan Richards, 2025) | £60K–£80K base (Enterprise AE, London) | Enterprise Account Executives only, London market |
| Carter Murray (2024) | £115K–£200K base | Sales Director / VP level roles only |
| Aaron Wallis | £32K–£70K+ base | Full SaaS sales range, national |
| Reddit / r/sales (2025) | £160K–£240K OTE | Experienced AEs at top-tier enterprise companies |
| Live Digital benchmark (2026) | £45K–£55K base average | Weighted across all SaaS sales roles, national |
The £39,198 Glassdoor figure represents a rough average across all experience levels and roles. For anyone with 2+ years of SaaS sales experience, the realistic base salary is £45,000–£75,000, with OTE considerably higher.
Per-month and hourly equivalents
| Annual base salary | Per month (gross) | Per hour (37.5hr week) |
|---|---|---|
| £28,000 (SDR, national) | £2,333 | £14.36 |
| £40,000 (SDR, London) | £3,333 | £20.51 |
| £55,000 (AE SMB, national) | £4,583 | £28.21 |
| £70,000 (AE mid-market, national) | £5,833 | £35.90 |
| £90,000 (AE enterprise, London) | £7,500 | £46.15 |
| £120,000 (Head of Sales, London) | £10,000 | £61.54 |
| £150,000 (VP Sales, London) | £12,500 | £76.92 |
Salaries by role: full UK breakdown
Below is Live Digital’s 2026 benchmark table covering every core SaaS sales role. Figures show base salary and OTE for both national (outside London) and London markets. All figures are for individual contributor roles unless stated.
| Role | UK National — Base | UK National — OTE | London — Base | London — OTE |
|---|---|---|---|---|
| SDR / BDR (Junior) | £22K–£30K | £30K–£45K | £26K–£35K | £36K–£55K |
| SDR / BDR (Mid) | £28K–£38K | £40K–£58K | £32K–£45K | £46K–£68K |
| Senior SDR / Team Lead SDR | £35K–£48K | £50K–£72K | £40K–£55K | £58K–£82K |
| Account Executive (SMB) | £35K–£50K | £60K–£90K | £40K–£60K | £70K–£110K |
| Account Executive (Mid-Market) | £50K–£70K | £90K–£140K | £55K–£85K | £100K–£170K |
| Account Executive (Enterprise) | £65K–£95K | £120K–£190K | £70K–£120K | £130K–£240K |
| Account Manager | £35K–£55K | £50K–£80K | £40K–£65K | £58K–£100K |
| Senior Account Manager | £50K–£70K | £70K–£110K | £55K–£80K | £80K–£130K |
| Sales Engineer / Solutions Consultant | £55K–£85K | £75K–£120K | £65K–£100K | £88K–£150K |
| Customer Success Manager | £35K–£55K | £45K–£75K | £40K–£65K | £52K–£90K |
| Sales Manager (Player-Coach) | £55K–£75K | £85K–£130K | £62K–£88K | £95K–£150K |
| Sales Manager (Team Lead) | £60K–£85K | £95K–£145K | £68K–£95K | £108K–£165K |
| Head of Sales | £80K–£115K | £130K–£195K | £90K–£130K | £148K–£230K |
| VP Sales | £100K–£150K | £175K–£280K | £110K–£170K | £195K–£340K |
| Sales Director | £110K–£155K | £185K–£310K | £120K–£180K | £210K–£360K |
| Chief Revenue Officer (CRO) | £140K–£220K | £230K–£420K | £160K–£280K | £270K–£530K |
Note: OTE figures assume 100% quota attainment. Top performers with accelerators above 100% can earn 130–200% of OTE. Equity is excluded from all figures above — see the equity section for stage-by-stage breakdowns.
Base vs OTE: how SaaS sales compensation works
OTE (On-Target Earnings) is the total you receive if you hit 100% of your quota. It comprises your base salary plus your variable (commission) component. Understanding the split between the two matters as much as the OTE headline itself.
Typical base-to-variable splits by role
| Role | Typical split (base : variable) | Why |
|---|---|---|
| SDR / BDR | 65/35 or 70/30 | Activity-based role; steady cadence of meetings/opportunities; less deal-close variance |
| AE (SMB) | 50/50 | High volume of smaller deals; predictable quota; balanced risk |
| AE (Mid-Market) | 50/50 | Standard SaaS benchmark; enough deal flow to smooth variance |
| AE (Enterprise) | 50/50 or 55/45 | Longer cycles and fewer deals mean more variance; some companies protect base |
| Account Manager | 60/40 or 65/35 | Blend of renewal (more predictable) and expansion (less predictable) |
| Sales Engineer | 70/30 or 75/25 | Supporting role; commission tied to deals they assist, not own |
| Sales Manager | 60/40 or 65/35 | Team quota means personal variance is lower; base weighted higher |
| Head of Sales / VP Sales | 55/45 or 60/40 | Accountability for total revenue; higher leverage on team performance |
| CRO | 50/50 to 60/40 | Company-wide revenue accountability; often includes equity kicker above threshold |
A 50/50 split is the most common for Account Executives in UK SaaS. A role advertised as “£80,000 OTE” with a 50/50 split means £40,000 base + £40,000 at-quota commission. Be wary of roles with 30/70 or 20/80 splits — they shift risk onto you and are typically found at companies with aggressive (or unrealistic) quotas.
Commission structures explained
There is no single standard for SaaS sales commission in the UK, but most companies use one of four models:
1. Percentage of ARR closed
The most common structure. You earn a flat percentage of the annual recurring revenue you close. Typical rates in UK SaaS:
| Segment | Typical commission rate | Example payout on £100K ARR deal |
|---|---|---|
| SMB (deals under £15K ARR) | 12–20% of ARR | £12,000–£20,000 |
| Mid-Market (£15K–£100K ARR) | 8–15% of ARR | £8,000–£15,000 |
| Enterprise (£100K+ ARR) | 4–10% of ARR | £4,000–£10,000 per £100K |
2. Quota multiplier model
You receive a percentage of your base salary (or a fixed cash amount) for hitting your annual quota. Typically 80–100% of base salary as bonus for 100% quota attainment. Accelerators apply above quota — for example, 1.5x accelerator above 100% means you earn 50% more commission per pound of ARR above quota. This is the primary reason top performers can earn 150–200%+ of stated OTE.
3. Tiered commission
Commission rate increases as you hit higher percentages of quota. Common structure:
- 0–50% of quota: 5% commission rate
- 51–100% of quota: 10% commission rate
- 101%+ of quota: 15–20% commission rate (accelerator)
This structure is common at growth-stage SaaS companies trying to motivate reps to push past the line rather than sandbagging.
4. SDR / BDR commission (activity-based)
SDRs typically earn commission per qualified activity rather than per closed deal. Common SDR payout structures in the UK:
- Per sales-accepted lead (SAL): £100–£400 per meeting that converts to an opportunity
- Per sales-qualified opportunity (SQO): £250–£750 per opportunity passed to AE
- Quota attainment bonus: £500–£2,000/month for hitting monthly SAL/SQO target
- Pipeline contribution: Some companies pay SDRs a small percentage (0.5–2%) of ARR closed from their sourced pipeline
Salary by experience level
Experience level affects salary differently across the career ladder. For individual contributor roles (SDR → AE), experience drives OTE primarily through segment moves (SMB → Mid-Market → Enterprise) rather than within-band salary increases. For management roles, each level up carries a significant base increase.
| Experience level | Typical role | UK national base | UK national OTE | London base | London OTE |
|---|---|---|---|---|---|
| 0–1 year (graduate/career changer) | Junior SDR / BDR | £22K–£28K | £30K–£42K | £26K–£32K | £36K–£48K |
| 1–2 years (SDR with track record) | SDR / Senior SDR | £28K–£40K | £42K–£60K | £32K–£46K | £50K–£72K |
| 2–4 years (first AE role) | AE SMB / Junior AE | £35K–£52K | £62K–£95K | £40K–£60K | £72K–£112K |
| 4–6 years (established AE) | AE Mid-Market | £52K–£72K | £95K–£145K | £58K–£85K | £108K–£170K |
| 6–9 years (senior IC or first management) | Enterprise AE / Sales Manager | £70K–£100K | £130K–£200K | £80K–£120K | £148K–£240K |
| 9–14 years (senior management) | Head of Sales / VP Sales | £95K–£145K | £170K–£260K | £110K–£170K | £195K–£320K |
| 14+ years (executive) | VP Sales / CRO | £130K–£220K | £215K–£420K | £150K–£280K | £250K–£530K |
Salary by company stage
Company stage is one of the biggest drivers of SaaS sales compensation — and it doesn’t always track the way candidates expect. Early-stage companies often underpay on base but offer significant equity upside. Scaling companies (Series B/C) typically have the most aggressive OTE packages as they compete intensely for proven talent.
| Stage | AE base (national) | AE OTE | Head of Sales base | Head of Sales OTE | Equity (typical AE grant) |
|---|---|---|---|---|---|
| Pre-Seed / Seed | £28K–£45K | £45K–£75K | £60K–£90K | £90K–£150K | 0.05%–0.25% |
| Series A | £40K–£60K | £70K–£110K | £75K–£110K | £120K–£190K | 0.02%–0.1% |
| Series B | £50K–£75K | £90K–£145K | £90K–£130K | £155K–£230K | 0.01%–0.05% |
| Series C+ | £60K–£90K | £110K–£175K | £100K–£145K | £175K–£265K | 0.005%–0.02% |
| Growth / Pre-IPO | £70K–£100K | £130K–£200K | £115K–£160K | £205K–£300K | RSUs / LTIP |
| Public / Listed | £65K–£95K | £120K–£190K | £120K–£170K | £210K–£320K | RSUs (lower % but liquid) |
Seed-stage roles that look underpaid on base salary often make sense when equity is factored in. A founding AE at a well-run Seed company with 0.15% equity could see a life-changing return at exit — but this is a lottery, not a salary. Don’t factor equity into your lifestyle calculations until it is liquid.
Salary by deal segment
Within the Account Executive tier, the deal segment you sell into has more impact on OTE than your years of experience. Enterprise AEs earn significantly more than SMB AEs — even at the same company — because the quota and deal sizes are larger and the required skill set is different.
| Segment | Typical deal size (ARR) | Annual quota | Base (London) | OTE (London) | Deals needed to hit quota |
|---|---|---|---|---|---|
| SMB | £2K–£15K | £300K–£600K | £40K–£60K | £72K–£112K | 40–150 deals/year |
| Mid-Market | £15K–£100K | £600K–£2M | £55K–£85K | £100K–£170K | 15–50 deals/year |
| Enterprise | £100K–£500K+ | £1.5M–£6M+ | £70K–£120K | £130K–£240K | 4–18 deals/year |
| Strategic / Global | £500K–£5M+ | £3M–£15M+ | £100K–£160K | £200K–£400K+ | 2–8 deals/year |
The career path is typically SMB → Mid-Market → Enterprise, but it is not automatic. Moving from mid-market to enterprise requires demonstrating comfort with 6–18 month sales cycles, multi-threaded stakeholder management, procurement processes, and legal/security review navigation. Many AEs stay in mid-market by choice — the deal velocity is higher and success is less binary than enterprise.
London vs rest of UK
The London premium in SaaS sales is real but smaller than in some other sectors. Most of the uplift is at the base salary level — OTE multiples are broadly similar nationally because quota and commission rates are set at company level, not location level.
| Role | London base | Manchester / Leeds base | Edinburgh / Glasgow base | Bristol / Bath base |
|---|---|---|---|---|
| SDR | £28K–£45K | £24K–£38K | £23K–£36K | £25K–£40K |
| AE (Mid-Market) | £55K–£85K | £48K–£72K | £46K–£68K | £50K–£75K |
| AE (Enterprise) | £70K–£120K | £62K–£100K | £58K–£95K | £64K–£105K |
| Head of Sales | £90K–£130K | £78K–£110K | £75K–£105K | £80K–£115K |
| VP Sales | £110K–£170K | £95K–£145K | £90K–£138K | £98K–£150K |
Remote working has compressed London premiums since 2020. Many London-headquartered SaaS companies now hire nationally on London-equivalent (or near-London) salaries, particularly for individual contributor AE and SDR roles. However, VP Sales and CRO roles at London-HQ’d companies still attract the highest packages — particularly for roles requiring regular in-person presence.
LinkedIn benchmark data from 2025 confirms the regional pattern: Enterprise AEs in London earn £60,000–£80,000 base with OTE up to £160,000+, while regional counterparts earn £50,000–£70,000 base with OTE of £100,000–£140,000. The best enterprise AEs in London can surpass £200,000 total comp.
Equity: what to expect at each stage
Equity in SaaS sales roles is often misunderstood. Here is what is realistic at each stage of company growth:
| Role | Seed | Series A | Series B | Series C+ | Pre-IPO / Listed |
|---|---|---|---|---|---|
| SDR / BDR | 0%–0.05% | 0%–0.02% | Rare | Rare | RSU grant (small) |
| AE | 0.05%–0.25% | 0.02%–0.1% | 0.01%–0.05% | 0.005%–0.02% | RSU / LTIP |
| Senior AE / Team Lead | 0.1%–0.5% | 0.05%–0.15% | 0.02%–0.08% | 0.01%–0.03% | RSU / LTIP |
| Sales Manager | 0.1%–0.4% | 0.05%–0.2% | 0.03%–0.1% | 0.01%–0.05% | RSU / LTIP |
| Head of Sales | 0.2%–0.8% | 0.1%–0.4% | 0.05%–0.2% | 0.02%–0.08% | RSU / LTIP |
| VP Sales | 0.5%–1.5% | 0.2%–0.6% | 0.1%–0.3% | 0.05%–0.15% | Significant RSU / LTIP |
| CRO | 1.0%–3.0% | 0.5%–1.5% | 0.2%–0.6% | 0.1%–0.3% | Large RSU / LTIP |
Standard vesting terms in UK SaaS: 4 years total, 1-year cliff (25% vests at 12 months), then monthly or quarterly vesting thereafter. Options are typically EMI (Enterprise Management Incentives) at early-stage UK companies — a tax-efficient scheme that can significantly reduce your tax bill on exit compared to unapproved options.
When evaluating equity, divide the grant value by your strike price to understand the current paper value, then apply a probability discount for exit. A 0.1% stake in a company last valued at £50M is worth £50,000 on paper — but only if there is a liquidity event, and only after investors take their preferences. Be appropriately sceptical, especially at Seed/Series A stage where most companies don’t reach exit.
Career progression & earnings potential
SaaS sales has one of the clearest career ladders in UK tech, and one of the fastest routes to high total compensation. A typical progression:
| Stage | Role | Typical timeline | OTE range (London) |
|---|---|---|---|
| Entry | SDR / BDR | Year 0–2 | £36K–£68K |
| Junior IC | AE SMB | Year 1–3 | £70K–£110K |
| Mid IC | AE Mid-Market | Year 3–6 | £100K–£170K |
| Senior IC | AE Enterprise | Year 5–10 | £130K–£240K |
| First management | Sales Manager | Year 4–7 | £95K–£165K |
| Senior management | Head of Sales | Year 6–10 | £148K–£230K |
| Leadership | VP Sales | Year 8–14 | £195K–£340K |
| Executive | CRO | Year 10–20 | £270K–£530K |
The IC vs management decision is a genuine fork in the road. Many top enterprise AEs in London earn £150,000–£200,000+ OTE and have no desire to move into management — the individual contributor ceiling is high enough. Sales management paths offer greater OTE leverage at VP/CRO level, but involve significantly more risk and accountability.
How to negotiate your SaaS sales salary
The mechanics of salary negotiation are different in SaaS sales than in most roles, because the employer is hiring someone whose job is to negotiate for money. They expect you to push back. Here is what works:
- Negotiate base, not just OTE. OTE is hypothetical. Base salary determines your floor, your pension contributions, and your market value for your next role. Fight hardest for base.
- Ask about quota history. Before accepting an OTE, ask: “What percentage of the team hit quota last year?” If it’s below 50%, the OTE is largely fictional. You want to see 60–70%+ attainment across the team as a healthy benchmark.
- Understand the ramp period. Most SaaS companies offer a ramp quota (reduced target for months 1–3 or 1–6) but still pay full OTE during ramp. Others prorate commission against a ramped quota. This can mean a difference of £10,000–£30,000 in your first year earnings.
- Push on the accelerator rate. Ask what happens above 100% of quota. A 1.5x accelerator above quota can add £20,000–£50,000 per year for a consistent overperformer. This is often negotiable.
- Use competing offers. SaaS sales candidates are in demand. If you have two offers, use them. A competing offer is the single most effective lever in salary negotiation — more than any script or tactic.
- Understand the equity fully. Ask for the option grant in number of shares, the current 409A or EMI valuation per share, the total fully diluted shares outstanding (to calculate your %), and the last round’s post-money valuation. Do not accept “we can’t share that” as an answer to a job offer.
Frequently asked questions
Does SaaS sales pay well in the UK?
Yes — SaaS sales is one of the highest-paying career paths in UK tech. A mid-market Account Executive in London typically earns £55,000–£85,000 base with OTE of £100,000–£170,000. Even entry-level SDRs can reach £40,000–£60,000 OTE within 12–18 months. The combination of base salary, uncapped commission, and equity makes SaaS sales significantly better paid than most comparable graduate-entry roles in finance, marketing, or operations.
What is the average SaaS sales salary in the UK?
The average base salary across all SaaS sales roles in the UK is approximately £45,000–£55,000. Glassdoor reports an average of £39,198 for the broad “SaaS Sales” category, but this is heavily skewed by the large number of junior SDR/BDR roles. Account Executives with 3–5 years’ experience typically earn £50,000–£90,000 base, with OTE of £90,000–£170,000 depending on segment and location.
What is a typical SaaS sales commission structure in the UK?
Most UK SaaS companies use a percentage of ARR closed: typically 8–15% for mid-market AEs, 4–10% for enterprise, and 12–20% for high-velocity SMB. OTE split is typically 50/50 (base:variable) for Account Executives and 60/40 or 70/30 for SDRs. Accelerators above 100% of quota are standard practice at well-run SaaS companies — the best reps can earn 150–200% of stated OTE in strong years.
What does an SDR earn in the UK?
An SDR (Sales Development Representative) in the UK earns £25,000–£40,000 base salary, with OTE of £35,000–£60,000. In London, expect £28,000–£45,000 base and £40,000–£70,000 OTE. SDR comp is typically structured as 60–70% base / 30–40% variable, with commission paid per qualified meeting booked or sales-accepted opportunity created. The SDR role is designed as a 12–24 month stepping stone to Account Executive — the earnings ceiling is intentionally low to create upward momentum.
What does a VP of Sales earn in the UK?
A VP of Sales in the UK earns £100,000–£170,000 base salary with OTE of £180,000–£340,000+. London-based VP Sales roles at well-funded Series B/C companies regularly package at £120,000–£160,000 base plus meaningful equity. Carter Murray (2024) data shows VP Sales Europe packages from £130,000 base with £50,000–£80,000 bonus, and Sales Director roles at £115,000–£200,000 base depending on scope. CRO roles at late-stage SaaS companies can exceed £400,000 total comp, with RSU awards pushing well beyond that at pre-IPO stage.
Is SaaS sales a good career path in the UK?
SaaS sales offers one of the fastest and most financially rewarding career progressions in UK tech. An SDR can progress to Account Executive in 12–24 months, potentially doubling or tripling their OTE. The skills — qualification, value-based selling, negotiation, forecasting — are highly transferable across sectors and companies. The best performers can reach VP Sales or CRO level with £300,000+ total comp in under a decade. The main trade-offs are quota pressure, the variable nature of commission income, and the fact that earnings are closely tied to company performance rather than personal tenure.
How much equity should I expect in a SaaS sales role?
Equity expectations depend heavily on company stage. At Seed, a founding AE or Head of Sales might receive 0.1–0.5%. At Series A, AE equity grants of 0.02–0.1% are typical. At Series B and beyond, the percentage falls but the absolute value is higher. VP Sales and CRO roles at any stage should carry meaningful equity — typically 0.2–1.5% at early stage. Standard UK terms are 4-year vesting, 1-year cliff, with EMI options at early-stage companies offering significant tax efficiency on exit.
Hiring SaaS Sales Talent in the UK?
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