Sales compensation is one of the first things strong candidates assess—and one of the easiest areas for employers to misjudge.
Set the package too low and the strongest salespeople may never enter the process. Set it too high without a realistic quota or well-designed commission plan and the business can create cost without improving performance.
The challenge becomes greater when hiring across several countries. A competitive package in the UK may not translate directly to Germany, the United States or Australia. Local salary expectations, employment costs, market maturity, sector knowledge and deal complexity all influence what a credible offer looks like.
This guide examines sales compensation benchmarks by market, explains how base salary and on-target earnings should be structured, and highlights the factors employers should consider before setting a package.
What does sales compensation include?
Sales compensation normally combines fixed and performance-related elements:
- Base salary: guaranteed annual pay before commission, bonus or benefits.
- Variable compensation: earnings linked to agreed performance measures.
- On-target earnings (OTE): base salary plus the variable compensation earned when the salesperson achieves 100% of target.
- Accelerators: higher commission rates applied after a salesperson exceeds quota.
- Benefits or equity: additional value such as a car allowance, private healthcare, pension contributions, stock options or restricted shares.
Employers should never advertise OTE as though it were guaranteed salary. A package is only genuinely competitive when the target is achievable, the commission rules are clear and the business can explain what proportion of the team reaches quota.
2026 Account Executive compensation benchmarks by market
Account Executive data provides a useful international comparison because the role exists across most developed B2B sales markets. The figures below are current median benchmarks and should be treated as market indicators rather than universal salary recommendations.
| Market | Median base salary | Median OTE |
|---|---|---|
| United Kingdom | £78,244 | £145,756 |
| United States | $100,000 | $200,000 |
| Germany | €90,510 | €172,325 |
| France | €80,735 | €152,320 |
| Netherlands | €81,180 | €151,103 |
| Sweden | SEK 772,242 | SEK 1,403,163 |
| Canada | CAD 94,447 | CAD 178,681 |
| Australia | AUD 134,121 | AUD 240,494 |
These figures are based on RepVue’s country-level Account Executive data available in August 2026. The category includes different levels of Account Executive, so employers should narrow the benchmark according to segment, average contract value, sales cycle, quota and seniority before approving a package.
United Kingdom sales compensation benchmarks
The UK remains one of Europe’s most competitive sales talent markets, particularly in London and within technology, financial services, professional services and complex B2B sales.
Indicative 2026 ranges include:
| Role | Typical base salary | Typical OTE |
|---|---|---|
| SDR/BDR | £25,000–£40,000 | £35,000–£60,000 |
| SMB Account Executive | £35,000–£55,000 | £60,000–£100,000 |
| Mid-Market Account Executive | £50,000–£85,000 | £90,000–£170,000 |
| Enterprise Account Executive | £65,000–£120,000+ | £130,000–£240,000+ |
| Sales Manager | £55,000–£90,000 | £90,000–£160,000 |
| Head of Sales | £80,000–£130,000 | £130,000–£230,000 |
| VP Sales | £100,000–£170,000+ | £180,000–£340,000+ |
London packages commonly attract a premium, but location is only part of the calculation. A salesperson with a proven network in a specialist market, experience selling high-value solutions or evidence of repeatedly exceeding a seven-figure quota may command substantially more.
For field-based industrial, construction, manufacturing and specification sales positions, compensation may include a higher fixed-pay weighting, company car or car allowance, fuel support and an annual or quarterly bonus rather than a 50/50 base-to-variable split.
United States sales compensation benchmarks
The US generally has the highest headline OTEs, especially in enterprise software and venture-backed technology businesses. Current Account Executive data indicates a median base salary of approximately $100,000 and median OTE of $200,000.
However, employers should be careful when copying US compensation structures into other countries. US packages often carry greater variable-pay exposure, higher quotas and different expectations around healthcare, equity and employment security.
Location also matters. New York, San Francisco and other major technology hubs can command a premium, although remote hiring has reduced some geographical differences. Enterprise AEs selling complex solutions may exceed $250,000 OTE, while SMB and lower-value transactional roles normally sit well below the overall AE median.
Germany sales compensation benchmarks
Germany is a high-value European sales market where local language ability, credibility and sector knowledge can materially affect compensation. The current median for Account Executives is approximately €90,510 base and €172,325 OTE.
Packages tend to rise for candidates who combine German fluency with experience in enterprise software, engineering, manufacturing, SAP, cybersecurity or other specialist sectors. Employers entering Germany for the first time may also need to pay a premium for a salesperson who can build the market with limited local infrastructure.
Benefits, employment protections and statutory costs must be considered alongside gross salary. Comparing base pay alone can therefore create a false picture of the employer’s total cost.
France sales compensation benchmarks
Current Account Executive medians in France are approximately €80,735 base and €152,320 OTE. Paris frequently sets the upper end of the market, particularly for enterprise technology, financial services and international positions.
French-speaking capability is usually essential for domestic sales roles. Candidates who can manage both local and international accounts may command more, particularly where English is the operating language of the wider company.
As in Germany, employers should calculate the full employment cost rather than comparing gross salary with a UK or US package in isolation.
Netherlands sales compensation benchmarks
The Netherlands is a popular European base for international commercial teams. Current Account Executive medians are approximately €81,180 base and €151,103 OTE.
English-speaking roles are more common than in many continental European markets, but Dutch language skills remain valuable when the target customer base is domestic. Amsterdam-based technology and SaaS employers often compete internationally for talent, which can push packages closer to German or UK enterprise levels.
Nordic sales compensation benchmarks
The Nordic countries are relatively small but commercially sophisticated markets. In Sweden, current Account Executive medians are approximately SEK 772,242 base and SEK 1,403,163 OTE.
Employers should avoid treating the Nordics as one uniform territory. Sweden, Denmark, Norway and Finland have distinct business cultures, languages and salary expectations. A regional salesperson covering several Nordic countries may require a higher package than a single-country seller, particularly if the role demands established senior relationships.
Canada and Australia sales compensation benchmarks
In Canada, the current Account Executive median is approximately CAD 94,447 base and CAD 178,681 OTE. Toronto and Vancouver frequently sit toward the upper end, especially in technology and enterprise sales.
In Australia, the equivalent medians are approximately AUD 134,121 base and AUD 240,494 OTE. Sydney and Melbourne remain major commercial centres, but territory size and travel requirements can also increase the value of vehicle allowances, expenses and flexible working arrangements.
How compensation changes by type of sales role
Geography is only one part of the benchmark. Employers should also distinguish between fundamentally different sales jobs.
SDR and BDR roles
Sales Development Representatives and Business Development Representatives usually have a higher fixed-pay weighting than closing roles. A 65/35 or 70/30 base-to-variable split is common because they influence pipeline but do not always control the final sale.
Account Executives
Quota-carrying Account Executives frequently operate around a 50/50 split, particularly in SaaS. The correct package depends on market segment: an SMB AE handling short sales cycles should not be benchmarked against an Enterprise AE managing complex, multi-stakeholder deals.
Account Managers and Key Account Managers
Account management packages often use a 60/40 or 70/30 split because retention, expansion and customer development happen over a longer period. Where the role owns significant renewal and upsell revenue, the variable element may be higher.
Sales Managers and Directors
Leadership compensation should reflect both individual accountability and team performance. Managers may receive bonuses linked to team quota, forecast accuracy, margin, retention and strategic objectives. Senior leaders may also receive long-term incentives or equity.
Market-entry sales hires
A first commercial hire in a new country is rarely a standard Account Executive. The person may need to validate the market, adapt the proposition, create partnerships, build pipeline and represent the company locally. Benchmarking the role as a conventional AE can lead to an underpowered offer and the wrong shortlist.
What determines whether a package is competitive?
Two roles with the same title can require very different compensation. Before setting the salary, employers should define:
- target market and territory;
- new business, account growth or combined responsibility;
- average contract value and typical sales cycle;
- annual quota and expected ramp period;
- inbound support and marketing-generated pipeline;
- requirement for sector contacts or technical knowledge;
- language requirements;
- travel expectations;
- management responsibility;
- the percentage of current salespeople achieving target;
- commission timing, thresholds, caps and accelerators;
- equity, car allowance, healthcare, pension and other benefits.
A salary benchmark becomes useful only when these factors are understood.
The danger of using OTE without testing quota attainability
An impressive OTE does not compensate for an unrealistic target.
Candidates increasingly ask detailed questions about quota achievement, ramp time, pipeline coverage and the performance of the existing team. If few employees reach target, the advertised OTE may reduce trust rather than increase attraction.
Before presenting a package, employers should be able to explain:
- How the quota was calculated.
- What a typical deal looks like.
- How much pipeline the salesperson must generate personally.
- When commission is paid.
- What happens when a customer pays late, cancels or expands.
- Whether commission is capped.
- How accelerators work above 100% achievement.
Clarity at the start prevents disputes later and helps credible candidates assess the opportunity properly.
Should companies publish salary ranges?
Publishing a realistic range can improve candidate trust, reduce unsuitable applications and make the recruitment process more efficient. It also forces internal alignment before the search begins.
The range should be narrow enough to be meaningful and should distinguish base salary from OTE. A statement such as “£80,000–£160,000” is unclear if candidates cannot tell which part is guaranteed.
A better format is:
Base salary: £75,000–£85,000. OTE: £140,000–£160,000, uncapped, based on a defined annual quota.
How to benchmark a sales role accurately
The most reliable approach combines published compensation data with live evidence from the relevant candidate market.
At The Sales Experts, we recommend benchmarking the actual role—not simply the title. This means comparing candidates who sell to similar buyers, at a similar deal value, through a similar sales cycle and within the same geography.
If the proposed package is below the market, employers then have three choices: increase compensation, reduce the scope of the role or accept that the shortlist will come from a different level of experience.
Final thoughts
Sales compensation benchmarks are a starting point, not a substitute for understanding the role.
The right package reflects the country, sector, customer, sales cycle, quota, seniority and level of risk the candidate is being asked to accept. It should attract the required level of talent while rewarding the outcomes that genuinely matter to the business.
When compensation, expectations and opportunity are aligned, employers do more than fill a vacancy. They give high-performing salespeople a credible reason to move.
Hiring a salesperson or building a commercial team in the UK or internationally? The Sales Experts can provide live market insight, compensation guidance and targeted access to proven sales talent. Contact us to discuss your next hire.