Account Executives: SDR's aren't your executive assistants

Account Executives: SDR's aren't your executive assistants

‍

Their job isn't to:

‍

⛔️ Build all of your account plans for you

⛔️ Drop everything they're doing to answer your Slack messages

⛔️ Only use messaging you've approved

⛔️ Be on call anytime you change your mind

⛔️ Juggle orders between you and two other AEs

‍

No human can be productive in that type of environment.

‍

This isn't the AE's fault. It's a leadership problem. Leadership needs to agree on the collaboration structure.

‍

Here's what we've seen work best across 200+ clients:

‍

✅ Objective: Autonomy

‍

Provide SDRs and AEs with a structure that allows for autonomy. AE approval isn't needed for everything. And SDRs don't have to ask for permission.

‍

AEs are NOT the SDR's front-line leaders. The goal is collaboration, not order-taking.

‍

✅ Weekly sync

‍

Set up a 15-30 min. weekly 1on1 with SDRs and every AE they support.

‍

Here's the agenda:

‍

→ Align on a few high-priority accounts

‍

Ideally, both parties do high-level research to reach a consensus on the highest priority accounts based on ICP fit, triggers, etc. Or a scoring system helps the AE determine the highest value accounts.

‍

These are NOT the only accounts the SDR works. This helps direct their efforts on the highest-value accounts. SDRs also work their own accounts.

‍

→ Multi-threading

‍

AEs discuss deals that could be threaded better across more departments or business units. The SDR game plans ways to help.

‍

→ Collaborate and brainstorm

‍

Most of the time should be spent here. Brainstorm creative ways to break into each of the accounts. Review messaging, approach, intro opportunities, etc

‍

✅ Set (and stick) to a plan

‍

Mistake: AEs ask SDRs to shift account focus mid-way through the week.

‍

This isn't allowed. Set and stick to the plan until you meet again.

‍

Outbound takes time. You'll never see results on accounts you only work for a few days.

‍

✅ Tag team accounts

‍

AEs shouldn't have "off limits" accounts for just themselves. Most AEs do zero outbound.

‍

Unless the AE is disciplined about outbound, open up the account for the SDR to outbound into as well.

‍

Split up the account by roles, seniority, and/or departments so you're not hitting the same people.

‍

~~~

‍

It's not rocket science. But the "AE treats SDR like an exec assistant" play works 0% of the time.

‍

How have you seen the AE/SDR collaboration work best?

‍