SDRs and BDRs rely on AEs to make us successful. It seems unfair but it is true. We rely on AEs to accept opportunities or pipeline meaning AEs can really make or break an SDR or BDR. That is why it is absolutely vital to develop a successful SDR – AE relationship from the start. But how?
Today we are going to dive into exactly what you should do as an SDR to ensure that both you and your AE get the most you can from your relationship with each other. And this will massively increase the likelihood of success for the SDR and the AE too. Let’s dive in to 6 tips on how to develop a successful SDR – AE relationship.
1. Define Success & Set Goals
SDRs often make the mistake of assuming that AEs understand your role fully and how you are measured. But this is not the case. AEs will not know how you are measured unless you take the time to explain it to them as it is slightly different in every company.
I recommend doing it in your introductory meeting. Or in your next 1-1. This will help your AEs to know how they can help you. And most AEs are willing to help their SDRs whenever they can.
However, you should also take the time to understand how your AEs define success. And yes, we all know that AEs aim to close deals and generate revenue. But, your AE may be focused on a certain area, such as breaking into a specific strategic account. Or perhaps they are aiming to close deals on a certain product type this quarter.
Take the time to find out what your AEs definition of success is for this quarter. And then you are also in a better position to add real value to your AE.
And finally once you have defined success for both of you, set weekly or monthly goals that will move you both towards success.
It might look like this;
- You need $100k of pipeline in a quarter
- And your AE needs to close deals within a certain product
- You both agree that the average deal size for that product is $20K so you set a joint goal.
- You agree that you will aim to generate x2 $20k opportunities per month for that quarter.
If successful, you will both benefit and overachieve. And you can track this weekly in your 1-1s and come up with strategies together if you are falling short. With this, you are both more likely to be successful.
2. Make Use Of Your 1-1s
There is nothing worse than checking your calendar to see you have your weekly 1-1 with one of your AEs, only to realise you have not set up any meetings for them, again! And to make things worse, you have barely even prospected any of their accounts this week! Sound familiar?
I know this was my reality as an SDR until I learned to make the most of my AE 1-1s. And I used to dread my 1-1s as a result. So how can you make the most of your AE 1-1s? Here are some tips:
- Create a short summary for your AE – this will include a brief overview of your activities so far, any replies you have got from target accounts as well as any meetings you have set up for them
- Update on your monthly target – be sure to let your AE know how you are doing vs. your monthly target
- Aim to provide value every single 1-1 – this could be sharing a useful article, providing a nugget of information you’ve learned from one of the target accounts or even updating them on a prospecting technique which is proving successful
- Check your AEs calendar ahead of your 1-1 and be prepared to request that you can join any interesting calls they have that week such as an upcoming discovery or demo call
- Ask for tips/advice – you may not need to do this every single 1-1 but you should regularly ask your AE for tips/advice
- Provide your AE with a brief agenda the morning of your 1-1 including any asks you may have
We’ve expanded on all of these points and included a few other tips in our recent article How To Make The Most Of your SDR – AE 1-1.
3. Proactively Add Value
AEs are really busy. They are often juggling multiple deals at different stages of the sales cycle, not to mention the added pressure at the end of quarter. A really easy way to develop your relationship with them is to proactively look for opportunities to add value to them.
I hate to say it but SDRs can sometimes have a reputation for always asking for something (e.g. accepted opportunities) and never offering anything in return. And AEs get it, you guys have high targets and a tough job. But don’t be known as someone who is always taking and never giving.
By understanding what your AE would find valuable and then proactively trying to provide it, you are giving something back. And that is rare, so it makes you stand out. AEs will appreciate this and in turn, will be more likely to help you out when and where they can.
A simple example of adding value might be sharing an insightful article that could be useful for prospecting or uncovering some additional information about a target account. Small things like this can make a big difference.
4. Give And Take
I already mentioned that SDRs can have a reputation for always asking for opportunities to be accepted or always asking for help to hit their target. You will drastically improve your relationship with your AE if you learn to appreciate the concept of give and take.
What I mean by this is that sometimes your AE will help you out on a questionable opportunity that helps you hit your target. And sometimes, for whatever reason, they won’t be able to accept your opportunity or put the value you want on it. It’s all about give and take.
Realising this will help you to be more understanding when you need to be and to be more vocal when you need to be. At the end of the day everyone has targets to hit and a manager to answer to. And it can’t always be take take take. Your AE will appreciate this more than you know and may actually become easier to work with as a result.
5. Ask How You Can Help
Although we are providing some general advice on how you can improve your SDR AE relationship, all companies are different as are all SDRs and AEs. The best way to truly know how to improve your relationship with your AE is to ask them.
Find out what you can do to make their lives easier. And share what they can do for you in return. Sometimes the best thing I could do for my AEs was to leave them alone for a few weeks when they were busy. Other times, they really needed me to secure a meeting with a certain account.
Don’t be afraid to ask your AE how you can help. And then do your best to show them that you are doing what they’ve asked (as long as it is also helping you toward your target). This will help you to stand out and when an AE has the opportunity to help an SDR, they might just pick you.
6. Get To Know Your AEs
This might sound like a silly thing to say but AEs are people too. So often, SDRs and BDRs seem to be intimidated by their AEs. It is true that that AEs can have a big impact on your success (or failure) but for the most part, they are happy to help when they can.
In order to remove that feeling of intimidation and really develop a relationship with your AE, you should do your best to get to know them as people. You can do this by taking a little bit of time during your 1-1 to chat about life outside of work.
And you can also take opportunity to socialise with them. For example if you see them at a company social don’t be afraid to stop for a quick chat. And if you are in a company where you work hybrid, be sure to meet your AE in person for a coffee whenever you are both in the office.
There you have it 6 simple and very doable tips to help you to develop a successful relationship with your AE. These are the core things that I implemented and as a result had extremely successful relationships with my AEs. And in truth your AEs can be the difference between success and failure for SDRs and BDRs. Have we missed anything? What else would you add?