When it comes to shaping a company’s success, few roles are as pivotal as the go-to-market (GTM) manager. From orchestrating product launches to aligning cross-functional teams, GTM managers shoulder significant responsibility.
But how much do GTM managers actually earn? And what factors influence their pay? This article doesn’t just provide salary numbers—it dives into all the nuances, from how pay varies by company size to the role of inclusivity in compensation.
So whether you’re navigating your next career move or simply benchmarking your worth, this article is here to guide you. Let’s break it down…
What is the average go-to-market manager's salary?
In 2024, the average base salary for GTM professionals is $123,976 annually, with total compensation reaching $138,683 when bonuses and other benefits are factored in. For go-to-market managers specifically, their salaries tend to align closely with these averages.
While these figures are solid, they represent a slight decline compared to 2023, as seen in the broader economic shifts and tightened budgets across industries this year. In fact, base salaries are down 3.3%, and total compensation has dropped by 6.7%.
However, it’s not all bad news! Despite these declines, GTM managers remain among the best-compensated professionals in mid-level roles, highlighting the value in their ability to steer companies through competitive markets and uncertainty.
Regional salary variations: Where you work matters
Your location can significantly influence your earning potential as a GTM manager. North America stands out as the most lucrative region for GTM professionals, offering average base salaries of $167,800. This is in stark contrast with Europe, where salaries average $68,906, and Australia, where GTM professionals earn around $87,752.
What drives this disparity? North America’s tech-heavy economy and high demand for skilled GTM professionals push salaries higher. The region’s role as a hub for innovation, coupled with its aggressive approach to growth and market penetration, creates a premium for experienced GTM talent.
On the other hand, Europe’s figures reflect regional cost-of-living differences, stricter labor laws, and varying levels of investment in go-to-market functions.
Bonuses follow the same trend with these regional gaps. North American GTM professionals enjoy average bonuses of $22,481, compared to just $4,203 in Europe. For GTM managers aspiring to maximize their earning potential, relocating to North America could be a game-changing career move.
Hope Chauland
Do company type and growth stage have an impact on pay?
In short—yes. When it comes to compensation, not all companies are created equal, and the type of organization and its maturity level can significantly affect salaries.
Professionals working at companies that serve both B2B and B2C markets earn a notable 31.4% more than those at companies focused solely on one market type. This makes sense—serving dual markets demands a broader skill set, deeper market insights, and the ability to juggle complex go-to-market strategies.
Additionally, the company’s growth stage plays a critical role. GTM professionals at businesses with established product-market fit enjoy a substantial salary boost—75% higher, on average, than those working in early-stage companies. This increase reflects the stability and resources available at mature organizations, where the focus shifts from proving concepts to scaling operations and optimizing strategies.
Cecilia Toro
Gender pay dynamics in GTM roles
Encouragingly, the GTM profession is making strides toward pay equity. Women in go-to-market roles report slightly higher base salaries than men, earning $126,200 compared to $118,700. However, men tend to edge out women in total compensation due to higher bonuses—a trend that persists across most industries.
Looking at North America specifically, men earn 13% more in total compensation than women, even though their base salaries remain comparable. This underscores a persistent gap in how bonuses and other incentives are distributed, suggesting that while base salary equity is improving, companies may still need to address disparities in bonus structures.
Cecilia Toro
The impact of seniority and responsibilities on pay
As with most professions, climbing the ladder in GTM roles leads to higher pay. VP-level GTM professionals earn an average of 68% more than their director-level peers, with total compensation exceeding $230,000.
This leap reflects the increasing strategic influence and decision-making power associated with VP roles, as well as the years of experience and proven track record required to reach this level.
Interestingly, the data shows a plateau between mid-level and senior roles, suggesting that breaking into leadership positions is where the biggest financial rewards lie. For professionals at earlier stages in their careers, focusing on developing leadership skills and building a reputation for driving results is key.
Team management responsibilities also correlate strongly with higher earnings. GTM managers overseeing larger teams enjoy significantly higher salaries. For example, those managing seven to nine people average $229,400 in total compensation. This highlights the value companies place on leaders who can effectively manage and scale teams to deliver results.
Katie Van Hoomissen
Work environment and hours: Balancing pay and flexibility
Remote work continues to command a premium in GTM salaries. Professionals who work fully remotely earn 4.2% more than their in-office counterparts, while hybrid workers trail behind both groups. Although the pay gap for remote roles has narrowed since 2023, the trend indicates that companies still value the productivity and flexibility associated with remote setups.
For GTM managers, remote work isn’t just about flexibility—it’s also a pathway to higher pay. Companies are increasingly offering remote options to attract top talent, making it easier for professionals to negotiate competitive packages.
The number of hours worked also obviously impacts earnings. Professionals clocking over 60 hours per week earn significantly more, with total compensation averaging $398,300. However, this of course comes at a cost to work-life balance, a trade-off that professionals should weigh carefully when considering roles with demanding hours.
Rebecca Stewart
How to maximize your earning potential as a GTM manager
To maximize your earning potential, it pays to be strategic about your career choices. Understanding salary trends is one thing—using them to your advantage is another. Here’s how you can apply these insights to your career:
- Consider your working location: If flexibility allows, consider North America for its significantly higher salaries and bonus opportunities. If flexibility and higher pay appeal to you, perhaps look for fully remote roles where companies often compensate better.
- Target dual-market companies: Seek roles at organizations serving both B2B and B2C markets, where the demand for versatile skills translates into higher pay.
- Choose established companies: Mature companies with established product-market fit offer stability and the most competitive pay.
- Invest in leadership skill development: To break into higher salary brackets, invest in skills that demonstrate strategic impact and team leadership.
- Negotiate bonuses transparently: Use benchmarks from your region and industry to strengthen your case during salary discussions. Empower yourself to advocate for your value.
Final thoughts
Examining the insights gathered in our report it’s clear that go-to-market managers play an essential role in driving business success, and their compensation reflects this.
While these salaries have dipped slightly in recent years, GTM roles remain highly rewarding, particularly for those who understand how to navigate the factors influencing pay.
By leveraging insights into regional trends, company specifics, and the impact of seniority, you can make informed decisions about your career and position yourself for success and growth.
Curious about where you stand? Want to dive even deeper into the data? The full Go-to-Market Salary Report uncovers even more numbers, trends, and industry insights you need to map your career path.
