Compensation Guide
A Look Back
In 2024, many organizations struggled to balance the influx of available talent with tightening budgets, resulting in hiring delays and growing internal inequities. At the same time, a shift toward enterprise hiring and mid-market growth revealed the need for more specialized, experienced professionals. These developments underscored a core truth: businesses can no longer rely on blanket solutions. Instead, they must adopt nuanced strategies to attract, retain, and compensate top-tier talent.
Why We’re Predicting a HOT Year in Tech for 2025
2025 is shaping up to be a hot year for the tech industry, with strong market predictions and exciting opportunities ahead. Next-gen AI is poised to drive innovation, while enterprise-level companies continue to show robust performance. Mid-market companies are also making a strong comeback, signaling a rebound in tech investment and growth.
However, the challenges ahead still demand creativity and foresight. Entry-level roles in tech remain scarce, prompting companies to rethink how they develop and retain early-career talent. Pay compression is a growing concern, as new hires often earn more than their more experienced counterparts.
As we navigate these changes, it’s crucial to consider how compensation strategies must evolve. This guide will explore the trends, challenges, and opportunities that will shape your approach to pay in the year ahead—from pay transparency to persona-based hiring, to the increasing role of AI in shaping compensation decisions.
The Rise of a New Phenomenon
A Movement Redefining Workforce Dynamics
The era of the Great Resignation has evolved into a quieter but equally impactful trend: “Quiet Consideration.” At Betts Recruiting, we’re seeing firsthand how employees are staying put while actively keeping an eye on the market. People aren’t jumping ship as quickly, but that doesn’t mean they’re not looking—far from it. With caution driven by economic uncertainty and evolving workplace dynamics, many professionals are watching for the right opportunity without making immediate moves. For tech executives, this creates a deceptive calm; your team may seem stable, but under the surface, individuals are quietly evaluating their options.
In fact, we’re seeing 1.5x more people actively engaged in our network, quietly exploring opportunities, even when they’re not actively applying for jobs.
This means now is the time to double down on proactive strategies to retain top talent and keep potential candidates engaged. Companies need to invest in transparent growth paths, internal mobility, and active communication to prevent their best people from considering outside options. For external hiring, engaging passive candidates early is key, as they may be weighing their options but hesitant to make the first move. Quiet Consideration signals a shift in workforce dynamics that requires a thoughtful and proactive approach to stay ahead.
Trends, Insights, and Strategic Compensation Decisions
In this guide, we will explore the key trends shaping the compensation landscape for 2025 and provide actionable insights into how to strategically approach compensation for critical sales, marketing, and customer success roles. We’ll dive deep into target compensation benchmarks, helping you navigate the tech market and ensure that your investment in talent yields the highest return.
We will also take a regional approach, organizing compensation by timezone to provide a nuanced understanding of regional dynamics. Whether you're adjusting for the rise of hybrid work, battling pay compression, or focusing on highly specialized roles, this guide will arm you with the knowledge to make informed, forward-thinking decisions as you adapt to the challenges and opportunities of 2025.
The Evolution of the "Unicorn Seller" and Talent Demand
1
In 2024, it became clear that the tech world was in search of one rare commodity: the unicorn seller. Across our client base, 65% were actively seeking this elusive figure—sales professionals who combine the perfect mix of vertical experience, sales motion expertise, proven success, and cultural fit.
This pursuit has not slowed, and 2025 will continue to be the year of the seller, with companies facing an ongoing battle to secure top-tier talent. Whether for a new hire, a team expansion, or a mid-market replacement, the challenge of attracting such indispensable talent remains.
The gap between supply and demand for these specialized, high-performing sales professionals will continue to widen, forcing companies to be more creative and agile in how they attract, compensate, and retain this rare breed of talent.
The Expanding Enterprise Landscape
2
All eyes remain on enterprise-level deals, with a growing focus on high-value transactions. Traditionally, companies focused on SMB, commercial, mid-market, and enterprise segments. However, now the enterprise sector has expanded into four distinct categories based on deal sizes:
VP Enterprise
Director of Enterprise
Strategic EAE
Enterprise Account
Executive (EAE)
This shift underscores the increasing complexity of enterprise sales, requiring organizations to adapt to higher deal sizes and more specialized sales strategies. As companies continue to target larger, more complex deals, they must rethink their approach to talent acquisition and management at the enterprise level.
Deals
$250K+
Deals
$500K - $1M
Deals
$1M - $2M
Deals
$2M - $10M
Deals $250K+
Deals $500K - $1M
Deals $1M - $2M
Deals $2M - $10M
The Decline of Traditional Entry-Level Roles in Tech
6
Entry-level positions in tech are becoming increasingly scarce as companies prioritize candidates with specialized skills and industry-specific knowledge. This shift makes it more difficult for recent graduates to break into the tech industry, as the bar for early-career talent continues to rise. The demand for highly skilled individuals is growing, and companies are focusing on candidates who can immediately contribute to projects with minimal training or ramp-up time. As a result, early-career professionals are facing intense competition for these limited positions, and the landscape of entry-level tech roles is shrinking.
The Ongoing Struggle with Pay Compression
5
Pay compression remains a significant challenge in tech, as new hires often demand higher wages that exceed those of existing employees with more experience, leading to internal equity concerns. To address this, companies are increasingly exploring pay transparency to create fair compensation structures, but this requires a delicate balance to meet the expectations of both new talent and current staff without causing dissatisfaction. We advise paying based on performance metrics like quotas rather than tenure or experience. This approach ensures compensation aligns with the value an employee delivers, fostering a merit-based culture that reduces pay compression and promotes fairness across the organization.
The Rise of Strategic Enterprise Customer Success Roles
3
Senior Customer Success positions are transforming, particularly in the enterprise space. These roles are becoming more consultative in nature, with a focus on long-term client relationships and driving retention. As a result, companies are increasingly seeking candidates with deep consulting experience, particularly from top firms like McKinsey and BCG. Enterprise CS professionals are now commanding higher salaries, with base salaries ranging from $175K to $200K+, as they are expected to manage complex client relationships and ensure long-term success for their organizations.
Persona-Based Hiring: The Shift from Industry Expertise to Sales Expertise
4
Traditional hiring practices that prioritize industry-specific experience are beginning to shift toward persona-based hiring strategies, though this change hasn't fully taken place yet. At Betts Recruiting, we recommend this approach for companies looking to build stronger, more effective sales teams. Rather than focusing solely on candidates with experience in a particular industry, organizations should prioritize those who understand how to sell to specific personas, such as senior executives or technical buyers. By emphasizing sales expertise and the ability to navigate the nuances of selling to distinct roles and decision-makers, companies can improve their sales performance and team effectiveness. To help streamline your hiring process, use one of our free templates to create targeted job descriptions for your team.
To meet the growing demand for skilled talent while managing costs, companies are increasingly looking to emerging markets for entry-level positions. These regions often offer a lower cost of living and a higher-than-average supply of qualified candidates, making them attractive alternatives to traditional tech hubs like Silicon Valley or New York. Cities such as Huntsville, Colorado Springs, Dayton, and others are becoming key sources of early-career talent, driven in part by strong local educational institutions. These up-and-coming markets allow companies to balance cost savings with access to skilled workers, with many positions requiring hybrid or in-person work arrangements.
Some of the leading markets for entry-level tech talent according to our research and CBRE data include:
- Huntsville
- Colorado Springs
- Dayton
- London, Ontario
- Halifax
- Albany
- Omaha
- Trenton
- Providence
- Rochester
Colleges and universities in these regions contribute significantly to early-career placements and the salaries in these locations can be 10-15% lower than those in traditional tech hubs, making them attractive options for companies looking to maximize efficiency without sacrificing quality.
Emerging Markets as New Hubs for Entry-Level Tech Talent
7
As teams shrink, leaders are increasingly wearing multiple hats, placing more pressure on their shoulders. CEOs and executives are finding themselves without a strong outlet for support, which can exacerbate feelings of isolation. The intense pressure on go-to-market teams and the broader organization demands more from leaders than ever before. It’s essential for CEOs to acknowledge the human side of leadership and the weight they bear. At Betts, we partner with Whitney & Associates for executive coaching, offering mentorship and guidance to help leaders navigate these challenges and strengthen their leadership capabilities.
10
The Isolation of Leadership
AI’s Growing Role in Recruitment
AI is quickly changing the way companies screen candidates, match talent, and make hiring decisions. At Betts Recruiting, we use our AI-powered platform, Connect, to help make the hiring process faster and more efficient. While AI has great potential, like speeding up candidate matching and improving decision-making, it also comes with risks, such as unconscious bias and over-reliance on automation. In fact, only 1% of leaders have fully adopted AI tools because of these concerns. That said, we believe AI can be a helpful tool in hiring—especially when paired with human expertise. We suggest using AI tools like Betts’ Connect, Converz AI, or Olivia by Paradox to make smarter, fairer, and more effective hiring decisions, where human expertise and AI can work together to ensure fair and effective hiring practices, ultimately helping you find the right talent while avoiding pitfalls.
8
Mid-Market Growth & Restructuring in 2025
As we move into 2025, mid-market companies are seeing a sharp resurgence in hiring, with growth picking up speed and double the hiring activity compared to last year. After a period of restructuring, layoffs, and a pause in recruitment, many mid-market businesses have recalibrated and are now gearing up to meet their growth goals. However, a shift toward enterprise expansion is not a one-size-fits-all solution. The coming year will be a critical juncture for mid-market companies: those who can strategically expand their market share, innovate, and build a sustainable growth model will thrive. Conversely, those unable to make meaningful progress may face stagnation, as the venture landscape continues to reward growth and dismiss companies stuck in neutral. Mid-market businesses must navigate these challenges carefully, as 2025 is shaping up to be a year of either opportunity or risk.
9
Target Compensation
Below we outline our target compensation recommendations and the trends behind them. Target compensation is the Market Rate. It's the benchmark that companies must strive to meet if they want to have an extensive candidate pool and hire rapidly to meet their growth goal.
Falling below this benchmark may result in prolonged hiring timelines and a more limited candidate pool. Conversely, exceeding the benchmark significantly may expand the candidate pool, but returns on investment diminish as compensation moves further beyond the market rate. Striking the right balance is key for achieving an effective and efficient hiring strategy.
Example Target Compensation
Sales
Sales
Betts General Guidelines
Rule of Thumb
+20%
Adjustment for Exceptional Candidates
Rule of Thumb
-10%
Standard SaaS Seller
Adjustment for Exceptional Candidates
The below framework establishes a baseline with a $100,000 base salary and an On-Target Earnings (OTE) of $200,000 for the average SaaS seller.
Expertise Considerations
Rule of Thumb
+10%
Technical Background
Target Compensation
SDR (6 Months+)
SDR (Recent Grad)
Account Executive (AE) (3-5 yrs)
Account Executive (AE) (0-3 yrs)
Enterprise Account Executive (EAE) (5-10 yrs)
Mid-Market Account Executive (MM AE) (3-5 yrs)
This nuanced perspective highlights the complex landscape of work arrangements and their impact on compensation structures within the startup technology sector.
As of now, regional trends have diminished in significance with the continued prevalence of remote work in startup technology companies. However, this is starting to shift again as the emphasis on in-office work continues to gain momentum.
The following outlines compensation variations across major hubs and time zones, with a spotlight on San Francisco and New York, which consistently maintain their positions as the most expensive talent markets in North America.
SDRs, AEs and EAEs
Sales
Sales
Compensation by Location
All compensation is listed in thousands of $USD, all timezones are US timezones.
For LIVE Compensation Insights, please see Comp Engine.
Sales Operations, Revenue
Operations, and Sales Engineers
RevOps, while still vital for managing complex buying cycles and improving tracking and analytics, has experienced more moderate salary growth as the role stabilizes after years of rapid expansion.
Specialization remains a key trend, with compensation for specialized roles continuing to hold strong, though the pace of growth has slowed compared to previous years. In 2024, both RevOps and Sales Engineers saw significant salary increases, but the rapid rise is expected to level off in 2025.
While both roles remain critical, the explosive growth in salaries has dimmed, especially compared to the broader job market.
Sales Engineers continue to be essential as products become more technical and complex, helping sales teams address increasingly sophisticated buyer needs.
Sales Operations, Revenue Operations, and Sales Engineers
Sales Operations
Sales Operations
Compensation by Location
All compensation is listed in thousands of $USD, all timezones are US timezones.
For LIVE Compensation Insights, please see Comp Engine.
Sales Leadership
Sales and SDR Managers
As their roles expand to include everything from crafting playbooks to scaling teams and even directly contributing to sales, the emotional burden of leadership is becoming more pronounced.
For the third consecutive year, Sales Leadership compensation remains mostly flat. While base salaries have seen a very modest increase, bonus structures have slightly declined, reflecting the ongoing pressures of a challenging market where variable pay has become less of a focus.
A new trend emerging this year is the growing sense of loneliness among Sales Leadership. With expectations higher than ever, many leaders are now managing larger responsibilities with fewer resources, leading to isolation.
Sales and SDR Managers
Sales Leadership
Sales Leadership
Compensation by Location
For LIVE Compensation Insights, please see Comp Engine.
All compensation is listed in thousands of $USD, all timezones are US timezones.
Customer Success
Customer Success
Betts General Guidelines
Rule of Thumb
+20%
Higher Compensation Than Target
Enterprise CSM With Enterprise Experience
This adjustment acknowledges the heightened value and expertise that seasoned Enterprise CSMs bring to the table in navigating the intricate landscape of Customer Success in the current economic climate.
Customer Success and Account
Management
Example Target Compensation
Customer Success salaries have seen a slight dip compared to last year, but a significant trend is emerging in Senior Customer Success roles, especially within the enterprise space.
These positions are evolving into more consultative roles, with a stronger focus on nurturing long-term client relationships and driving retention. As a result, companies are actively seeking candidates with extensive consulting backgrounds, particularly from top firms like McKinsey and BCG.
Target Compensation
Customer Success Manager (CSM) (3-5 yrs)
Customer Success Manager (CSM) (0-3 yrs)
Customer Success and Account Management
Customer Success
Customer Success
Compensation by Location
For LIVE Compensation Insights, please see Comp Engine.
All compensation is listed in thousands of $USD, all timezones are US timezones.
Marketing
Marketing
Betts General Guidelines
Rule of Thumb
+20%
Higher Compensation Than Target
Marketers With 3 Years of Current Company Tenure
This adjustment recognizes the added value and expertise that seasoned marketers bring to the table.
Content, Demand Generation,
Product and Event Marketing
A trend has emerged in product marketing, with salaries rising as companies increasingly focus on technical expertise. This shift reflects a growing demand for technical skills not only in sales but also in marketing.
Meanwhile, event marketing salaries have not continued to rise and have seen a slight decrease. Additionally, tenure at the same company now carries a premium, as organizations place greater value on stability and long-term experience.
Content, Demand Generation, Product and Event Marketing
Marketing
Marketing
Compensation by Location
All compensation is listed in thousands of $USD, all timezones are US timezones.
For LIVE Compensation Insights, please see Comp Engine.
A Message From Betts Founder and CEO
We hope you've found this guide helpful as you plan for the year ahead. With 2025 set to be an exciting year for the tech industry—driven by advancements in AI, enterprise strength, and a resurgence in mid-market hiring—now is the time to refine your compensation strategies and attract the best talent.
At Betts, we understand that talent is your most valuable asset, which is why we’ve created this guide to help you navigate the world of compensation. Built on data from thousands of successful placements and insights from leaders across the tech sector, this guide is designed to give you the tools to stay competitive and retain top performers.
We’re excited to continue partnering with you in 2025 and beyond as you drive growth and success. Here's to a fantastic year ahead!
Comp Engine
Loved our Compensation Guide? Take it a step further with Comp Engine, where you can access real-time compensation insights for Sales, Marketing, and Customer Success based on actual placements.
While the Compensation Guide is updated every few months, Comp Engine delivers fresh data every few minutes—keeping you ahead of the curve. Whether you're a hiring manager optimizing offer packages or a job seeker looking for fair market value, Comp Engine empowers you to make smarter, more competitive decisions to attract and retain top talent.
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