Compensation packages for top sales talent in SaaS and tech

Author Patrick Sommerfelt
October 22, 2024

Competition for hiring top sales professionals continues to increase in the UK.

Companies are contending more fiercely to attract and retain the best talent due to growing demand and limited supply of highly skilled sales professionals. Understanding the nuances of compensation packages is crucial for those businesses who want to secure the best talent.

The SaaS and technology sectors in particular are characterised by rapid growth, continuous technological advancements and increasing investments. These factors contribute to a highly competitive environment where the demand for skilled sales professionals is even higher.

Companies in these sectors must offer attractive compensation packages and career opportunities to attract and retain this talent, ensuring they can effectively compete in the marketplace.

Factors driving compensation packages

The demand for experienced sales professionals has driven companies to enhance their compensation packages. Start-ups often face higher risks, so they tend to offer more lucrative packages – including significant equity stakes – to entice top talent.

On the other hand, established and stable organisations might offer lower On-Target Earnings (OTE) due to their inherent security and reduced-risk profile.

Desired business outcomes also play a key role in shaping compensation. Firms with stringent performance targets usually provide higher salaries to achieve their ambitious goals.

Organisational productivity – often linked to sales performance – can significantly influence compensation, with some individuals’ earnings tied to EBITDA (earnings before interest, taxes, depreciation and amortisation) growth.

Availability of skilled professionals is another critical factor. A niche skillset can command a premium salary due to the limited pool of qualified candidates. Similarly, the breadth of responsibilities and the scope of the role can substantially impact the overall compensation package.

Skills influencing Sales Director salaries

Several key skills and competencies can affect the salary of a Sales Director:

  • Leadership and team leadership
  • Technical sales expertise
  • Strategy development
  • Business-to-business (B2B) sales acumen
  • New business development
  • Strategic planning and business strategy
  • Strategic sales operations

Technical knowledge and product expertise remain crucial in senior sales roles – but the ability to connect, communicate and build relationships has become equally essential.

In the context of sales, soft skills are the linchpin that holds together the entire customer relationship management process. These are the qualities that allow sales professionals to understand customer needs, address concerns and build trust.

Traditional hiring criteria (which heavily focused on experience and technical expertise) are being supplemented with a keen evaluation of candidates’ interpersonal abilities.

Typical compensation packages

Here are the typical packages for Sales Directors and similar roles across the UK:

  • Sales Director, SaaS (UK): £140,000 + double OTE + car benefits
  • Sales Director, northern Europe (UK): £130,000 + £150,000 OTE
  • Sales Director, UK and Ireland (SaaS): £115,000 + 25% bonus + car & benefits
  • VP Sales Director EMEA (UK): £180,000 + £135,000 OTE + equity
  • Sales Director EMEA: £135,000 + double OTE + car
  • Sales Director UK: £150,000 + £300,000 OTE + equity
  • Head of Sales UK: £120,000 + £180,000 OTE + car + equity
  • Regional Sales Director, EMEA: £200,000 + £260,000 OTE + car + equity
  • VP Sales Europe (London): £130,000 + £50,000 bonus + shares + car allowance
  • Senior VP Sales (London): £160,000 + £60,000-£80,000 bonus + car allowance
  • VP Sales, EMEA & APAC: £150,000 + £200,000 OTE + car + shares
  • Global Sales Director: £180,000 + £280,000 OTE + shares + car allowance

Comprehensive benefits

At this level, benefits packages are substantial, often including 70-100% OTE. Candidates can also expect car allowances, standard benefits such as healthcare and pension plans and stock options, equity or shares.

As the market for experienced sales professionals becomes increasingly competitive, businesses must strategically craft their compensation packages to attract and retain the best talent. Understanding the various factors that influence salaries and the typical packages on offer can provide a significant advantage in this competitive landscape.

Get in touch with us today for more recruitment insights or to discuss your hiring needs.

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