If you thought the Sales Development Rep (SDR) and Account Executive (AE) were doing the same job, plot twist – they’re not. Sure, they work closely together (think Batman and Robin). But confusing their roles is like asking your goalie to score all the goals. Possible? Maybe. Smart? Definitely not.
In this article, I’ll break down exactly what SDRs and AEs do, why the distinction matters, and how getting it right will boost your sales machine like a double shot of espresso.
First Up: What Does a Sales Development Rep (SDR) Actually Do?
The SDR is your master prospector. Their job is to find potential customers, start conversations, and qualify them. Notice I said “qualify” – not sell.
SDRs are the people sending those cold emails, making the phone calls, sliding into LinkedIn DMs (politely!), and warming up the leads. Once a prospect shows real interest and fits the ideal customer profile, the SDR passes the baton to the Account Executive.
In short:
- SDRs open the doors.
- They don’t walk through them.
Key Activities of an SDR:
- Researching and identifying potential leads
- Outreach (cold calls, emails, social selling)
- Qualifying prospects
- Setting meetings for the Account Executive
Example:
Imagine you’re selling a new SaaS tool for project management. The SDR would identify project managers on LinkedIn, send them an outreach email, and book a meeting once they express interest. They wouldn’t pitch pricing or features in-depth – that’s the AE’s job.
Read: Sales Development vs Business Development: What’s the Difference and Why It Matters
Now, The Account Executive (AE)
Once the SDR says, “Hey, here’s someone interested,” the AE steps in like the closer at a baseball game.
Account Executives are responsible for running the sales meetings, handling objections, crafting proposals, negotiating terms, and closing the deal. They turn interest into revenue.
Think of AEs as the storytellers and deal makers. They’re building relationships, showcasing value, and guiding prospects across the finish line.
In short:
- AEs close the deals SDRs opened.
- They turn potential into profit.
Key Activities of an AE:
- Conducting discovery calls and demos
- Managing the sales pipeline
- Tailoring solutions to client needs
- Negotiating and closing deals
Example:
Back to our SaaS tool – the AE would hold a discovery call to understand the client’s challenges, demonstrate the tool’s capabilities, answer questions about integrations, and negotiate the contract terms.
So, What’s the Big Difference?
Let’s keep it simple:
| Sales Development Rep (SDR) | Account Executive (AE) | |
|---|---|---|
| Focus | Prospecting and qualifying leads | Selling and closing deals |
| Goal | Book meetings | Win customers and drive revenue |
| Key Skills | Research, prospecting, communication | Relationship-building, negotiation, closing |
| Success Metric | Meetings booked, leads qualified | Deals closed, revenue generated |
One builds the bridge, the other leads the client safely across.
When companies blur the lines between these roles, chaos follows. SDRs get stuck trying to close deals they aren’t trained for. AEs waste time prospecting instead of selling. Meanwhile, your pipeline leaks faster than a bad coffee machine.
Getting the split right = More qualified leads + Higher close rates + Happier sales teams.
Read: Corporate Stockholm Syndrome: Why We Stay in Toxic Jobs (Even When We Know Better)
How SDRs and AEs Work Together
Picture a relay race. The SDR runs the first lap, finds a qualified lead, and passes the baton to the AE, who sprints toward the finish line.
But here’s the secret sauce: Constant Communication.
SDRs need to understand what qualifies as a “good” lead. AEs need to give feedback on lead quality. Together, they create a seamless experience for the customer – and a sales machine that hums like a well-tuned engine.
Pro Tip: The best sales teams don’t just “pass leads.” They collaborate, share insights, and celebrate wins together.
Bonus: Where Does a Sales Manager Fit In?
If SDRs and AEs are on the field, the Sales Manager is the coach. They don’t run the plays – they make sure the team knows the strategy, trains for success, and keeps pushing toward the win.
A Sales Manager’s job is to:
- Hire, train, and coach SDRs and AEs
- Set performance targets
- Review sales metrics and pipelines
- Jump in to help close big deals when needed
They make sure everyone is playing their part – and playing it well.
Final Thoughts
In the world of sales, specialisation matters. SDRs and AEs have different superpowers, different goals, and different success stories. Respecting those differences and helping each role shine isn’t just good practice. It’s a massive competitive advantage.
See it like this:
Your SDRs find the firewood. Your AEs build the fire. Your Sales Manager makes sure the fire doesn’t burn the house down… Different roles. Different skills. One goal: Growth.
Get this right, and your sales team will not just meet targets – it’ll blow right past them.
And Remember: Batman was great, but Batman and Robin? Unstoppable.
