
The short answer is: you should charge based on the market rate for your specific role, experience, and location, not on what you wish you were earning. In 2026, salary transparency laws in states like California, New York, and Colorado have made it much easier to find this data. If you’re a mid-level software engineer in Austin, Texas, you’re likely looking at a base salary range of $110,000 to $140,000, plus equity and benefits. But wait—don’t just look at the base. The total compensation package, including bonuses, stock options, and perks like remote work flexibility, can add 20-30% to that number. To get specific, I always check sites like Glassdoor, Levels.fyi, and the Bureau of Labor Statistics. For example, for a marketing manager role in Chicago, the median total compensation is around $95,000, but that jumps to $115,000 if you have 5+ years of experience. Here’s a quick breakdown of how salaries can vary by city for a similar role (data from 2025 Q4 surveys):
| Role | City | Base Salary Range | Total Compensation Range |
|---|---|---|---|
| Data Analyst | San Francisco, CA | $95k – $125k | $115k – $150k |
| Data Analyst | Denver, CO | $75k – $95k | $85k – $110k |
| Data Analyst | Atlanta, GA | $65k – $85k | $75k – $100k |
So, how do you actually determine your number? Start by researching 3-5 similar roles at companies you’d actually join. Then, factor in your unique value: a specialized certification, a track record of hitting targets, or a rare skill set. For example, if you’re a project manager with a PMP certification and experience in AI integration, you can confidently ask for the 75th percentile of the range. Don’t anchor low. If you want $120k, ask for $130k, but be prepared to justify it with data. One more tip: always ask for the salary range upfront. In 2026, most reputable companies will list it or share it in the first call. If they don’t, that’s a red flag. Remember, negotiation is a conversation, not a demand. Your goal is to find a number that feels fair to both sides.

Honestly, I used to just say a number I thought sounded good, but that backfired. My advice? Never give a number first. When they ask what you’re looking for, say something like, “I’m flexible, but I’d love to hear the range you have in mind for this role.” That puts the power in your hands. If you have to give a number, base it on your current living expenses plus a 10-15% jump. For example, if you’re earning $60k, ask for $70k. That’s a simple rule of thumb I picked up from a mentor.

I’ve been doing this for 20 years, and the biggest mistake I see is people undervaluing themselves. You should charge based on the value you deliver, not the hours you put in. For instance, if you can save a company $500k a year by


