UK Tech Sales Salaries: Base, OTE and Commission by Role and City.

Introduction

I know firsthand how challenging it can be to build and sustain a high-performing sales team. Over the past six years, I’ve dedicated myself to solving this exact problem—focusing on how to attract, develop, and retain top-tier sales talent. It’s no small feat—especially in tech, where competition is fierce and roles often evolve at lightning speed.

At meritt., we’ve made it our mission to demystify the hiring process and take the guesswork out of tech sales recruitment. Drawing on data-driven insights, we’ve developed a candidate-first approach, prioritising the individual while incorporating AI, real-time data, and emerging trends.

This 2025 Sales Salary Benchmark Report offers a deep dive into salaries and hiring conditions in the UK’s major tech hubs—London, Manchester, Birmingham, and Edinburgh. While London remains the highest-paying market, we’re seeing other regions gain ground as companies offer more competitive compensation to address rising demand and high turnover.

Read on for role-specific insights into base salaries, OTE structures, and the factors driving this ever-evolving talent market.

1. London vs. Other UK Tech Hubs: A Brief Overview

• London: Continues to pay a 15–25% premium over other UK regions, especially for Sales Development Representatives (SDRs) and Account Executives (AEs). An SDR in London can earn a £30–£40k base with an OTE of £45–£60k, while AEs often range from £40–£60k base to an £80k–£120k OTE.
• Manchester, Birmingham & Edinburgh: Typically pay 10–20% below London rates, but compensation packages are rising as these regions become more competitive and tech-friendly. SDR bases in these cities often land in the mid-£20k range, with OTEs around £40–£50k.

Key takeaway: Despite London’s salary dominance, regional markets are quickly catching up, fueled by investor interest, a thriving startup scene, and growing tech ecosystems outside the capital.

Percentage Share of Tech Sales Job Openings: London vs Major UK Cities

A note on the figures below: these ranges come from 2023 to 2024 benchmark surveys (Glassdoor, RepVue, Reed and others) and are a guide, not a quote. UK sales pay has risen since - the FAQ at the foot of this page carries fresher 2026 figures, and you can always check a live source like RepVue or Glassdoor before you negotiate.

2. Role-by-Role Salary Comparisons

Below is a quick snapshot of typical UK tech sales salary structures:

RoleLondonManchesterBirminghamEdinburgh

SDR (Entry Sales)

~£30–40k base
£45–60k OTE

~£25–30k base
£40–50k OTE

~£25–28k base
£35–45k OTE

~£25–30k base
£35–50k OTE

Account Executive (Mid-Level)

~£50–60k base
~£100k± OTE

~£35–50k base
~£70–100k OTE

~£30–45k base
~£60–90k OTE

~£30–50k base
~£60–100k OTE

Sales Manager

~£70–90k base
£140–180k OTE

~£60–80k base
£120–150k OTE

~£55–75k base
£110–140k OTE

~£60–80k base
£120–150k OTE

Sales Director / VP

£100k+ base
£200k+ OTE

~£90k+ base
£180k+ OTE

~£80k+ base
£160k+ OTE

~£80k+ base
£160k+ OTE

‍Data sourced from Ortus Talent, RepVue, Check-a-Salary, Reed, Glassdoor, and aggregated 2023–2024 surveys.

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Notable trend: Major US-based tech firms operating in London often pay top-of-market salaries—sometimes £75k+ base for AEs or well over £200k OTE for senior roles (Sales Directors/VPs). Even in the regions, top performers with enterprise experience can negotiate highly competitive packages.

3. Commission & Bonus Structures

A 50/50 base and commission split is the most common model for quota-carrying roles like AEs:

Uk Tech Sales Compensation as a % of OTE

• Account Executives (AEs): Often earn ~10% of the revenue they close at 100% quota, with accelerators (e.g., 1.5× or 2× commission) if they exceed targets. Uncapped commission means high-performing AEs can significantly surpass their OTE.
• SDRs/BDRs: Typically see a 70/30 or 75/25 split, with commission tied to meetings booked or opportunities qualified. An SDR on a £30k base might have a £10–£12k variable portion, reaching an OTE of £40k+ if they hit targets.

Extra incentives:

• President’s Club or annual bonuses for top performers.
• SPIFs (special performance incentives) for high-value meetings or strategic wins.
• Equity (stock options or RSUs) increasingly common at startups and public tech firms, especially for senior roles, adding to overall compensation.

4. Hiring Challenges & Market Tightness

1. UK tech sales talent remains in high demand, with 72% of tech firms citing a candidate shortage. This scarcity increases turnover and inflates salaries.
2. Sales reps now average under 2 years in a role, frequently switching for higher pay. US employers expanding into the UK further push up salaries with above-average OTE packages.
3. While London is saturated, smaller but growing hubs like Manchester, Birmingham, and Edinburgh experience even tighter local competition due to smaller talent pools.

To secure top talent, companies must offer robust compensation, flexible work models, and clear career progression. Quick, data-driven hiring processes are crucial for outpacing competitors in a tight market.

5. Future Trends in Tech Sales: 2025 and Beyond

1. Remote & Hybrid Work

• Employers increasingly embrace hybrid models, allowing sales professionals to work from home part-time.
• This flexibility is a key differentiator for candidates, often trumping minor differences in base salary.
• Over time, remote hiring could narrow regional pay gaps, as top performers in Manchester or Edinburgh receive “London-level” offers.

2. Continued Salary Inflation

• While the red-hot salary race has cooled slightly, top talent in revenue-driving roles continues to command premium pay.
• Expect 5–10% salary growth in 2025 for in-demand sales positions, per multiple industry forecasts.

3. Role Evolution

• GTM Engineers and other hybrid roles are emerging, combining technical acumen and sales expertise.
• AI & Automation reduce mundane SDR tasks but elevate the importance of consultative, relationship-based selling.
• Employers will invest more in upskilling and technology to keep teams agile and future-proof.

4. Recruiting Tech

• Tools like meritt. leverage AI for faster, smarter candidate sourcing and screening, cutting time-to-hire to as few as 15 days.
• Balancing automation with a human touch is vital for preserving employer brand and ensuring top-tier candidate experiences.

How to use AI to benchmark and negotiate your sales salary

Salary ranges shift every year and vary by company, so the worst thing you can do is walk into a negotiation guessing. AI can build you a quick, defensible benchmark.

Paste this into Claude or ChatGPT:

You are a UK sales-pay advisor. I am interviewing for a [role, e.g. mid-market AE] in [city] at a [stage/size] tech company. Based on current UK benchmarks, give me a realistic base and OTE range, the typical base-to-variable split, and three specific, non-greedy things I can say to negotiate the top of the range. Tell me what to ask about commission structure and accelerators.

Sanity-check the output against a live source like RepVue or Glassdoor - AI can lag on fast-moving pay data. The goal is to walk in with a number and a reason, not a hope.

One thing worth knowing: the biggest pay jump in a sales career is the move from SDR to AE, usually a 50 to 80% lift. If that is your path, the behaviours that get you promoted matter more than squeezing the last few thousand out of your first base.

Ready to Learn More?

For a deeper, data-packed view of UK Sales Salary 2025 trends and insights get in touch!

Final Thoughts from the meritt. Team

Building a winning tech sales team means staying ahead of industry shifts: from evolving salary benchmarks and commission structures to the latest in remote working trends and AI-driven recruitment. We hope our insights offer you a solid foundation to hire smarter, boost sales performance, and retain top talent for the long haul.

If you have any questions or want to chat further, don’t hesitate to reach out. We’re here to help you navigate the dynamic UK tech sales landscape—and get your hiring done in as little as 15 days.