Salary Trends in Sales and Marketing Are Diverging

In detail, the median salary for sales professionals was 6,000 euros, while marketing professionals earned 4,080 euros. The biggest improvements in pay were seen in the industrial and service sectors.

According to MMA’s salary survey, the median salary in 2024 was 6,000 euros for sales roles and 4,080 euros for marketing roles. The most significant improvements in pay were seen in the industrial and service sectors.

Women’s salaries inch forward – pay gaps still remain significant

According to the statistical analysis of the survey, being male increases salary levels by an average of 660 euros per month. While the gender pay gap has narrowed, it remains alarmingly large.

In sales, women now earn 87 percent of what men do (up from 82 % in 2023), and in marketing, 93 percent (up from 85 % in 2023). Salaries for men in sales grew by 3.3 percent, while women saw a larger 9.3 percent increase. In marketing, women’s salaries rose by 2.9 percent. Despite positive development, the gap is still considerable.  

In sales, women now earn 0.87 euros for every euro earned by men (2023: 0.82 €), while in marketing, the figure is 0.93 euros (2023: 0.85 €).

“It is deeply disappointing that women’s salaries are still significantly lower than men’s without justification. Our survey received nearly 3,000 responses, providing undeniable evidence of persistent pay inequalities in the industry. Achieving pay equality requires continuous and determined efforts,” emphasizes Marko Hovinmäki, Chairman of MMA.  

Additionally, a higher level of education does not guarantee women the same salary levels as men. The disparities are most pronounced in sales, where men with a higher university degree earn 1,233 euros more per month than women with the same level of education. Among those with a secondary education, the gap is 1,111 euros in favour of men. These findings align with Statistics Finland data, as also highlighted in Yle’s salary comparison.  

Salary structures play a crucial role

A key factor behind higher earnings in sales is the prevalence of performance-based pay schemes, whereas marketing professionals are still more commonly paid a fixed salary.

“In our previous year’s survey, an increasing number of marketers were receiving bonuses, but now that positive development seems to have stalled. It is essential that marketing professionals are also included in incentive systems. Sales and marketing both contribute to commercial success, and this should be reflected in compensation models for both professions,” Hovinmäki stresses.

Additionally, less than one-fifth (18 %) of respondents reported that their workplace had a compensation model based on customer satisfaction. Such schemes were more commonly used in marketing than in sales. Previous MMA surveys have highlighted professionals’ preference to incorporate customer satisfaction metrics into compensation systems.

“We should develop cross-functional rewarding systems. For instance, ales incentive schemes could include customer satisfaction metrics, while marketing compensation could incorporate more performance-based targets. This would ensure that reward systems better support overall business success,” Hovinmäki suggests.

For further information, please contact:​

Marko Hovinmäki
Chairman
Sales and Marketing Professionals (MMA)
Phone: +358 400 747 333
Email: marko.hovinmaki@mma.fi​