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Create CVIf you’re searching for “VP Sales UK salary”, you’re not just benchmarking compensation. You’re trying to understand what separates £120K candidates from £250K+ commercial leaders.
At VP level, salary is not about experience. It’s about revenue ownership, predictability, and leadership scale.
This guide breaks down:
Real UK VP Sales salary ranges (base + OTE + equity)
How hiring managers evaluate VP-level candidates
What drives top-tier compensation
How to position yourself for £200K+ offers
At VP level, you must separate base salary and total compensation (OTE).
Base Salary: £110,000 – £180,000
On-Target Earnings (OTE): £180,000 – £300,000+
Equity (common in SaaS/startups): £20K – £250K+ (long-term value)
50/50 split (base vs bonus) is standard
Bonus tied directly to revenue targets
Equity used to align long-term growth
Base: £130,000 – £180,000
OTE: £220,000 – £300,000+
Base: £110,000 – £150,000
OTE: £180,000 – £240,000
Higher concentration of SaaS and venture-backed companies
Larger deal sizes and enterprise sales cycles
At VP level, salary is a direct function of revenue responsibility.
Annual revenue target (e.g. £5M vs £50M+)
Deal size (SMB vs enterprise)
Sales cycle complexity
Team size (5 reps vs 50+)
International vs UK-only responsibility
Stage of company (startup vs scale-up vs enterprise)
A VP managing £10M ARR is not comparable to one scaling £100M ARR globally.
A “£150K VP Sales role” is often a £75K base + £75K variable. Many candidates misunderstand this.
Investor pressure for aggressive growth
Hiring managers in London expect VPs to operate at board-level impact, not just team leadership.
At this level, recruiters and hiring managers look for predictability of revenue, not just past success.
Can you build a repeatable sales engine?
Have you scaled teams, not just inherited them?
Do you understand forecasting accuracy?
Have you operated at board or investor level?
Weak Example:
Led a sales team and exceeded targets.
Good Example:
Scaled ARR from £8M to £32M in 24 months by building a 25-person sales organisation, improving forecast accuracy from 62% to 91%.
What changed: Predictability, scale, and leadership are now visible.
That is the difference between a £130K and £250K candidate.
Base: £110,000 – £150,000
OTE: £180,000 – £250,000
Equity: High upside, high risk
Base: £130,000 – £170,000
OTE: £220,000 – £300,000
Equity: Moderate
Base: £140,000 – £180,000
OTE: £250,000 – £350,000+
Equity: Lower, but stable bonus
Strategic Insight:
Startups pay in equity potential. Enterprises pay in cash certainty.
Two VPs can have the same title but completely different compensation.
Enterprise sales (6–12 month cycles) → higher pay
Multi-region teams → higher pay
Complex product (SaaS, fintech) → higher pay
High ACV (£50K+) → higher pay
The bigger and more complex the revenue engine, the higher your salary ceiling.
At VP level, bonuses are not optional. They are core.
Revenue target achievement
Forecast accuracy
Pipeline coverage
Team performance (quota attainment)
Expansion revenue
Miss target = major salary drop.
This is why OTE must always be understood before accepting offers.
Equity is where VP-level compensation becomes exponential.
Vesting period (typically 4 years)
Exit potential (IPO or acquisition)
Dilution risk
Strike price vs market value
A lower base salary with strong equity can outperform a higher salary role long-term.
Hiring managers are not looking for effort.
They are looking for certainty.
You can hit target within 6–9 months
You can fix underperforming teams
You can build structure (process, hiring, forecasting)
You can align sales with marketing and product
If you cannot demonstrate these, you are not seen as VP level.
“Managed team” means nothing.
No metrics = no credibility.
Running a small team is not VP-level experience.
If you weren’t influencing GTM strategy, you’re seen as Head of Sales, not VP.
Move into SaaS or high-growth sectors
Increase deal size exposure
Build experience scaling teams
Own forecasting and revenue predictability
Gain board-level exposure
The biggest salary jumps happen when:
You move from Head of Sales → VP Sales
You scale from £5M ARR → £20M+ ARR environments
You shift from UK-only to international markets
Top candidates don’t apply like everyone else.
They position themselves as revenue operators.
Quantify revenue growth clearly
Show progression in scale (team, ARR, geography)
Demonstrate repeatable success (not one-off wins)
Align CV with investor-level language
They don’t say “I led sales.”
They show “I built a revenue machine.”
Even at VP level, ATS filters still apply.
Job title alignment (VP vs Head)
Industry keywords (SaaS, ARR, pipeline)
Clear structure and readability
Metrics and outcomes
If your CV doesn’t pass ATS, you won’t reach decision-makers.
Name: Alexander Hughes
Location: London, UK
Job Title: Vice President of Sales
Professional Summary:
Commercial leader with 12+ years of experience scaling SaaS revenue from early-stage to £100M+ ARR. Proven track record of building high-performing sales organisations, driving predictable revenue growth, and operating at board level.
Key Skills:
Revenue Growth Strategy
Enterprise Sales
Forecasting & Pipeline Management
Sales Team Scaling (50+ reps)
GTM Strategy Alignment
Professional Experience:
VP Sales – SaaS Scale-up (London)
2021 – Present
Scaled ARR from £12M to £48M in 30 months
Built and led a 40-person sales team across UK and EMEA
Improved forecast accuracy from 65% to 92%
Increased average deal size by 38%
Head of Sales – Tech Company (Manchester)
2017 – 2021
Grew revenue from £5M to £18M ARR
Expanded sales team from 8 to 22 reps
Implemented structured sales processes improving conversion rates by 27%
Education:
Clear revenue ownership
Demonstrated scale and growth
Leadership across large teams
Predictability (forecasting accuracy)
This is not a Head of Sales CV.
This is a VP-level revenue operator.
The VP Sales role is evolving rapidly.
AI-driven sales optimisation
Revenue operations integration
Global expansion leadership
Data-driven forecasting
Pure relationship-based selling
Lack of data fluency
Inconsistent revenue performance
At VP level, salary is not based on:
Years of experience
Job title
Industry tenure
It is based on:
Revenue scale you’ve owned
Predictability you’ve delivered
Growth you’ve driven
Two VP Sales candidates can differ by £150K+ in compensation.
The difference is measurable impact.
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