Short answer: A B2B sales representative (ISCO 3322) earned an average of DKK 58,892 a month in Denmark and SEK 53,200 in Sweden in 2025, equal to about DKK 35,900. A sales and marketing manager (ISCO 1221) earned DKK 91,244 in Denmark, NOK 98,290 in Norway (about DKK 70,700) and SEK 76,900-79,200 in Sweden (about DKK 51,900-53,400). Measured against each country's average pay, Swedish B2B reps earn the most: 24% above the national average, against 11% in Denmark.
Sales Salaries in the Nordics is Prowi's comparison of sales pay in Denmark, Sweden and Norway. It uses only official statistics from Statistics Denmark (Danmarks Statistik), Statistics Sweden (SCB) and Statistics Norway (SSB) for 2025, the latest year available in all three countries. All figures are shown in local currency and in Danish kroner. You are free to use the figures with attribution and a link; see How to cite this data.
Key findings
- Commercial sales representatives (ISCO 3322) earned an average of DKK 58,892 a month in Denmark in 2025 (Statistics Denmark, LONS20) and SEK 53,200 in Sweden (SCB), equal to about DKK 35,900 at the ECB reference rate of 27 October 2026.
- In 2025, B2B sales representatives (ISCO 3322) earned 24% more than the average for all employees in Sweden (SEK 53,200 vs SEK 42,900, SCB), but only 11% more in Denmark (DKK 58,892 vs DKK 52,846, Statistics Denmark).
- Sales and marketing managers (ISCO 1221) earned an average of NOK 98,290 a month in Norway in 2025 (SSB), equal to about DKK 70,700, against DKK 91,244 in Denmark (Statistics Denmark).
- Pay for Norwegian sales and marketing managers rose 5.5% from 2024 to 2025 (from NOK 93,200 to NOK 98,290), one of the 10 occupations with the highest pay growth, against 4.5% for all employees (SSB).
- Sales and marketing managers earned 73% more than the all-employee average in Denmark in 2025, 58% more in Norway and 79-85% more in Sweden (Statistics Denmark, SSB and SCB).
- Women working as B2B sales representatives (ISCO 3322) earned 8.3% less than men in Sweden in 2025 (SEK 49,900 vs SEK 54,400, SCB) and 16.7% less in Denmark (Statistics Denmark), unadjusted.
Method
We only used figures the three statistics offices have published themselves for 2025. Where we could not find an official figure, the cell is left empty. We have not estimated anything.
- Roles: All three countries use a national version of the international occupation classification ISCO-08: DISCO-08 in Denmark, SSYK 2012 in Sweden and STYRK-08 in Norway. We compare the closest groups: 3322 commercial sales representatives, 2433 technical and medical sales professionals, 2434 ICT sales professionals and 1221 sales and marketing managers.
- Pay measure: Average gross monthly pay converted to full-time, excluding overtime. What else is included varies; see the table below.
- Exchange rate: ECB reference rates on 27 October 2026: EUR 1 = DKK 7.4742, SEK 11.0795 and NOK 10.3885. That gives SEK 100 = DKK 67.46 and NOK 100 = DKK 71.95. Converted amounts are rounded to the nearest DKK 100.
- All-employee average: Used to show how much salespeople earn relative to the pay level in their own country. That ratio is not affected by the exchange rate.
| Country and source | What the pay figure covers | Reference period and coverage |
|---|---|---|
| Denmark, Statistics Denmark, table LONS20 | Standardized monthly earnings: base pay, pension, benefits and irregular payments such as bonus and commission. No overtime. | Full year 2025. Employees; in the private sector, companies with at least 10 full-time employees. |
| Sweden, SCB, wage structure statistics for the whole economy | Monthly salary (månadslön): base pay plus variable pay supplements and benefits, converted to full-time. No overtime. Pension is not part of the definition, and commission and bonus are not named separately. | September 2025 in the private sector (sample of about 8,000 companies with 1 or more employees). Published 16 June 2026. |
| Norway, SSB, earnings statistics (table 11418) | Monthly earnings: agreed monthly pay, irregular payments and bonuses, converted to full-time. No overtime. | November 2025. All employees in companies registered in Norway. Published 5 February 2026. |
B2B sales representatives (ISCO 3322)
This group covers sales representatives who sell goods and services to businesses: Salgsarbejde (agenter) in Denmark and Företagssäljare in Sweden.
| Country | Average per month, local currency | In Danish kroner | Relative to all employees |
|---|---|---|---|
| Denmark (DISCO 3322) | DKK 58,892 | DKK 58,892 | +11% (DKK 52,846) |
| Sweden (SSYK 3322) | SEK 53,200 | about DKK 35,900 | +24% (SEK 42,900) |
| Norway (STYRK 3322) | Not in this edition | - | - |
In Denmark the median was about DKK 54,800, a little below the average. The SCB and SSB figures in this edition are averages. In kroner a Danish B2B rep earns about 64% more than a Swedish one, but part of the difference is that the Danish figure includes pension, and that pay levels and exchange rates differ. Measured against the pay level in their own country, Swedish B2B reps rank higher than Danish ones.
Sales and marketing managers (ISCO 1221)
This group covers sales managers, sales directors and marketing managers. SCB splits the group into two levels (SSYK 1251 and 1252) and does not publish a combined figure.
| Country | Average per month, local currency | In Danish kroner | Relative to all employees |
|---|---|---|---|
| Denmark (DISCO 1221) | DKK 91,244 | DKK 91,244 | +73% (DKK 52,846) |
| Norway (STYRK 1221) | NOK 98,290 | about DKK 70,700 | +58% (NOK 62,070) |
| Sweden, level 2 (SSYK 1252) | SEK 79,200 | about DKK 53,400 | +85% (SEK 42,900) |
| Sweden, level 1 (SSYK 1251) | SEK 76,900 | about DKK 51,900 | +79% (SEK 42,900) |
In Denmark the median was about DKK 84,400. In Norway pay for sales and marketing managers rose from NOK 93,200 in 2024 to NOK 98,290 in 2025. There were 16,120 jobs in the group in Norway, against 9,936 full-time employees in Denmark; the two figures are counted differently and cannot be compared directly.
Technical sales and ICT sales (ISCO 2433 and 2434)
| Country | Technical and medical sales (2433) | ICT sales (2434) |
|---|---|---|
| Denmark | DKK 75,439 (+43%) | DKK 79,337 (+50%) |
| Sweden | No separate group in SSYK 2012 | No separate group in SSYK 2012 |
| Norway | Not in this edition | Not in this edition |
The percentages show pay relative to the all-employee average in Denmark. SCB's wage statistics have no separate group for technical, medical or ICT sales, so Swedish salespeople in those roles are counted in other groups. Danish figures for more sales roles, with medians and quartiles, are in our report Sales Salary in Denmark 2026.
Average pay for all employees, 2025
| Country | Local currency | In Danish kroner |
|---|---|---|
| Denmark | DKK 52,846 | DKK 52,846 |
| Norway | NOK 62,070 | about DKK 44,700 |
| Sweden | SEK 42,900 | about DKK 28,900 |
What this means for OTE and commission in a Nordic sales team
1. Set OTE from the local pay level
Pay levels differ a lot in kroner. If you use the same OTE in Danish kroner for reps in all three countries, you risk paying far above the market in Sweden or below it in Denmark. Start from the local figure and use the ratio to the country's average pay as a check. The OTE calculator lets you work through base pay, variable pay and OTE for each role.
2. Keep the plan mechanics the same
The level can be local while the rules are shared: the same commission model, the same quota-to-OTE ratio, the same accelerators and the same clawback rules. That makes the plan easier to explain and to compare across countries. The statistics show total pay only, not the split between base and variable pay. Use our OTE and pay mix template to split OTE into base salary and commission.
3. Decide who carries the currency risk
If the quota is in euros or Danish kroner but pay is in Swedish or Norwegian kroner, the exchange rate changes both the commission and the cost. Write into the plan which currency the quota, commission and payout are calculated in, and which rate is used. Check local payroll and tax rules with your accountant or payroll provider in each country.
4. Size the team with the same data
Pay is one half of the sales budget. The other is how many salespeople you need; see our salespeople per employee data from 100 European B2B companies. You will find more tools on the free calculators page.
The limits of this data
- Different pay definitions: The Danish figure includes pension; the Swedish and Norwegian figures do not. That makes Danish pay look higher in the comparison. SCB does not name commission and bonus separately, while Statistics Denmark and SSB both include bonuses.
- Different reference periods: Denmark measures the whole year, Sweden September and Norway November. Bonuses paid once a year are captured differently.
- Different coverage: In the private sector the Danish statistics only cover companies with at least 10 full-time employees. The Swedish figures come from a sample, and the Norwegian figures cover all employees.
- Occupation, not job title: The statistics follow the classification, not titles such as account executive or SDR. Sales managers and marketing managers are in the same group.
- Exchange rate: The conversion uses the rate from a single day. If the rate moves, the kroner amounts move too. The ratio to each country's average pay does not.
- Averages: A few high earners pull the average up. Medians are only included for Denmark.
- Not in this edition: Norwegian figures for 3322, 2433 and 2434. SSB publishes them in table 11418, but we have only included figures we could read directly from the statistics offices' published tables and articles.
How to cite this data: Source: Prowi, Sales Salaries in the Nordics, based on Statistics Denmark, SCB and SSB (2025 data). Please link to https://www.prowi.io/en/post/nordic-sales-salaries when you use the numbers. The earnings statistics belong to the statistics offices; Prowi's contribution is the selection of roles, the currency conversion and the calculation of differences.
Frequently asked questions
How much does a B2B salesperson earn in Sweden?
Commercial sales representatives (Företagssäljare, SSYK 3322) earned an average of SEK 53,200 a month in 2025 according to SCB, equal to about DKK 35,900 at the ECB rate of 27 October 2026. That is 24% above the average for all Swedish employees. Women earned SEK 49,900 and men SEK 54,400.
How much does a sales manager earn in Norway?
Sales and marketing managers (STYRK 1221) earned an average of NOK 98,290 a month in 2025 according to SSB, equal to about DKK 70,700. Pay rose 5.5% from 2024. The figure also covers marketing managers.
Do salespeople earn more in Denmark than in Sweden?
In kroner, yes. A Danish B2B sales rep earned DKK 58,892 a month in 2025, against about DKK 35,900 for a Swedish one. But the Danish figure includes pension, and measured against the pay level in their own country Swedish B2B reps earn more: 24% above the national average, against 11% in Denmark.
Can you use the same OTE for reps in Denmark, Sweden and Norway?
You can, but pay will then sit at different points relative to each local market, because pay levels differ between the three countries. As a starting point it is more robust to set OTE locally and keep shared rules for quota, commission rates and accelerators.
Why are the Danish figures higher?
There are three reasons. The Danish pay measure includes pension, which the Swedish and Norwegian measures do not. Pay levels are generally higher in Denmark: the all-employee average was DKK 52,846, against about DKK 44,700 in Norway and about DKK 28,900 in Sweden. And the exchange rate affects the converted amounts.
If you have salespeople in more than one country, book a demo to see how Prowi calculates commission live from your CRM data.
Sources
- Statistics Denmark, StatBank table LONS20, earnings by occupation, 2025. statistikbanken.dk/LONS20
- Statistics Denmark, definition of standardized monthly earnings (in Danish). dst.dk
- SCB, Lönesök: average monthly salary for sales occupations, 2025 (Företagssäljare SEK 53,200), in Swedish. scb.se/lonesok
- SCB, Occupations with the highest average monthly salary 2025 (SSYK 1251 and 1252), in Swedish. scb.se
- SCB, Average monthly salary by sector 1992-2025 (all employees), in Swedish. scb.se
- SCB, quality declaration, wage structure statistics for the whole economy 2025 (definitions), in Swedish. scb.se (PDF)
- SSB, The occupations with the highest pay (2025), in Norwegian. ssb.no
- SSB, Highest pay growth at the top (2024-2025), in Norwegian. ssb.no
- SSB, Earnings statistics: definitions and all-employee average 2025. ssb.no
- SSB, StatBank table 11418, monthly earnings by occupation (STYRK-08). ssb.no
- European Central Bank, euro foreign exchange reference rates, 27 October 2026. ecb.europa.eu