"What does a salesperson actually earn?" It's a question we get often. And the answer is: It depends.
Sales salaries in Denmark vary enormously - from 350,000 DKK for a junior SDR to over 2 million for an enterprise seller who hits all their targets. The difference lies in role, industry, experience, and most importantly: commission structure.
In this guide, we give you concrete salary benchmarks for the most common sales roles in Denmark, so you know what to pay - or what to expect.
Before we dive into the numbers, it's important to understand how sales compensation is typically structured:
| Component | Description | Typical share |
|---|---|---|
| Base (fixed salary) | Guaranteed monthly salary regardless of performance | 40-70% of OTE |
| Variable (commission/bonus) | Pay that depends on sales results | 30-60% of OTE |
| OTE (On-Target Earnings) | Total expected pay at 100% goal attainment | Base + Variable |
Example: A salesperson with 400,000 DKK in base and 50/50 pay mix has an OTE of 800,000 DKK. If she hits 100% of quota, she earns 800,000 DKK. If she hits 120%, she can earn 900,000+ DKK with accelerators.
The ratio between base and variable is critical. Here are the most common pay mix distributions:
| Pay Mix | Best suited for | Risk level |
|---|---|---|
| 70/30 | Low-risk roles (CSM, SDR) | Low |
| 60/40 | Balanced (most common for AEs) | Medium |
| 50/50 | Aggressive, sales-driven roles | High |
The right mix depends on sales cycle length, deal complexity, and how much the salesperson controls the outcome.
Read more about OTE and quotas in our dedicated guide.
SDRs are typically entry-level sales roles focused on prospecting and meeting booking. They rarely close deals themselves.
| Metric | Junior SDR | Senior SDR |
|---|---|---|
| Base salary | 280,000-350,000 DKK | 350,000-420,000 DKK |
| OTE | 380,000-480,000 DKK | 480,000-600,000 DKK |
| Pay mix | 70/30 - 75/25 | 65/35 - 70/30 |
| Variable type | Bonus per meeting/SAL | Bonus per meeting + pipeline |
What drives variable pay: Number of qualified meetings (SALs), pipeline generated, possibly share of closed deals.
AEs are the "real" salespeople - they close deals and often have commission on each closed contract.
| Metric | SMB AE | Mid-market AE |
|---|---|---|
| Base salary | 350,000-450,000 DKK | 450,000-550,000 DKK |
| OTE | 550,000-750,000 DKK | 750,000-1,000,000 DKK |
| Pay mix | 50/50 - 55/45 | 50/50 - 55/45 |
| Quota | 1-2M DKK ARR/year | 2-4M DKK ARR/year |
What drives variable pay: Commission on closed ARR/ACV, typically 8-12% of contract value.
Enterprise AEs work with the largest customers and typically have longer sales cycles and larger deals.
| Metric | Enterprise AE | Top Enterprise AE |
|---|---|---|
| Base salary | 550,000-700,000 DKK | 700,000-900,000 DKK |
| OTE | 1,000,000-1,400,000 DKK | 1,400,000-2,000,000+ DKK |
| Pay mix | 55/45 - 60/40 | 55/45 - 60/40 |
| Quota | 4-8M DKK ARR/year | 8-15M+ DKK ARR/year |
What drives variable pay: Commission on ARR (often 6-10%), accelerators above quota, possibly multi-year bonuses.
Transparency drives performance
When sales reps can see their earnings in real-time, they make better decisions and are more motivated. No more waiting until payday.
See how Prowi creates transparency →CSMs with sales responsibility (upsell/expansion) typically have a smaller variable component than AEs.
| Metric | CSM | Senior CSM |
|---|---|---|
| Base salary | 400,000-500,000 DKK | 500,000-600,000 DKK |
| OTE | 500,000-650,000 DKK | 650,000-800,000 DKK |
| Pay mix | 75/25 - 80/20 | 70/30 - 75/25 |
| Variable type | Expansion ARR + retention | Expansion + NPS + retention |
Sales managers are responsible for a team and are primarily measured on the team's overall results.
| Metric | Sales Manager | Senior/Regional Manager |
|---|---|---|
| Base salary | 550,000-700,000 DKK | 700,000-900,000 DKK |
| OTE | 800,000-1,100,000 DKK | 1,100,000-1,500,000 DKK |
| Pay mix | 60/40 - 70/30 | 60/40 - 65/35 |
| Variable type | Team quota attainment | Team + individual override |
VP Sales is the top sales executive and often has equity/stock as part of compensation.
| Metric | VP Sales | VP Sales (large company) |
|---|---|---|
| Base salary | 900,000-1,200,000 DKK | 1,200,000-1,800,000 DKK |
| OTE | 1,400,000-2,000,000 DKK | 2,000,000-3,500,000+ DKK |
| Pay mix | 65/35 - 70/30 | 65/35 - 70/30 |
| Equity | Often 0.5-2% of company | Stock options/RSUs |
The same role can have very different pay depending on the industry:
| Industry | AE OTE (typical) | Comment |
|---|---|---|
| SaaS / Tech | 700,000-1,200,000 DKK | Highest salaries, aggressive accelerators |
| Finance / Banking | 600,000-1,000,000 DKK | High base, lower variable (regulation) |
| Medical / Pharma | 550,000-900,000 DKK | High base, bonus-focused (not commission) |
| B2B Services | 500,000-800,000 DKK | Varies greatly by company size |
| Industry / Manufacturing | 450,000-700,000 DKK | Often lower variable, more stable base |
| Retail | 350,000-500,000 DKK | Lowest salaries, high volume |
Location significantly affects sales salaries:
| Area | Salary effect | Characteristics |
|---|---|---|
| Copenhagen | +15-25% above national average | Most tech/SaaS companies, highest competition |
| Aarhus | +5-15% above national average | Growing tech scene, lower cost of living |
| Odense/Aalborg | Around national average | Fewer opportunities, but lower competition |
| Remote roles | Varies by company policy | Location-adjusted or flat rate |
Design compensation that drives the right behavior
The best compensation plans aren't just competitive - they're strategic. They incentivize exactly the behavior your company needs.
Learn how Prowi helps you design motivating compensation →In sales, top performers can earn 2-3x more than average. Here's why:
A salesperson who hits 150% of quota doesn't just earn 50% more - with accelerators it can be 80-100% more in variable pay.
| Quota attainment | Variable pay | Difference |
|---|---|---|
| 100% quota | 400,000 DKK | Baseline |
| 120% quota | 520,000 DKK | +30% |
| 150% quota | 700,000 DKK | +75% |
Sales salary isn't just about "paying market rate." It's about designing a salary structure that:
Use benchmarks as a starting point - but remember to adapt to your company's situation, growth stage, and culture.
And most importantly: Make it transparent. Salespeople who understand their pay and can track their earnings are more motivated salespeople.
Because it's not about administration. It's about motivation.
Ready to make your salary structure transparent?
Prowi helps you give sales reps real-time insight into their earnings - commission, bonus, accelerators. It builds trust and drives performance.
Book a demo →