Dear SaaStr: How Do I Progress My SDRs to AEs?
Progressing SDRs to AEs is a well-trodden path in SaaS sales, but it requires structure, timing, and a clear process to make it work effectively. Here’s how I’d approach it:
-
Set Clear Performance Metrics for SDRs
Before promoting an SDR, you need to ensure they’ve mastered their current role. Look at metrics like the number of qualified opportunities they generate, their efficiency (e.g., how many prospects they convert into meetings), and their ability to consistently hit or exceed targets. The best SDRs are the ones who demonstrate grit, persistence, and a knack for relationship-building—skills that will translate well into an AE role. -
Create a Career Path and Communicate It
SDRs need to see a clear path to becoming an AE. This isn’t just about motivation, it’s also about retention. If they don’t see a future, they’ll leave. A good VP of Sales will treat the SDR team as a farm system for AEs, grooming the best talent for promotion. But be transparent—there are only so many AE slots, and timing matters. Not every SDR will get promoted immediately, and some may need to wait for the right opportunity. - Realize These Days, the Best SDRs Will Want to Be Promoted Fast
The ones that are truly crushing it will often want to be promoted to AE in just 4-6 months. As soon as they break out, at least be having the conversation. Otherwise, they often start to look for AE roles elsewhere. -
Pair SDRs with AEs for Mentorship
The SDR-AE relationship is critical. Have SDRs shadow AEs, sit in on calls, and even join live meetings when possible. This builds trust and gives SDRs exposure to the full sales cycle, preparing them for the AE role. Weekly syncs between SDRs and AEs to review accounts and prospects can also help SDRs learn how to prioritize and qualify leads better. -
Test Them with Mini-AE Responsibilities
Before promoting an SDR, give them a chance to prove they can handle AE responsibilities. For example, let them own smaller deals or work on closing opportunities they’ve sourced. This is a great way to see if they can manage the full sales cycle while still in their SDR role. It also helps them build confidence and skills for the transition. -
Promote Based on Timing and Team Needs
Timing is everything. As your team grows, you’ll naturally create more AE slots, but there will also be times when promotions slow down due to market conditions or internal restructuring. Be honest with your SDRs about this. And remember, you’ll still need to hire external AEs to bring in fresh perspectives and experience, so not every SDR will get promoted immediately. -
Invest in Training and Onboarding for New AEs
Moving from SDR to AE isn’t just a title change—it’s a completely different job. Make sure you have a robust training program in place to help new AEs ramp up quickly. Focus on teaching them how to manage the full sales cycle, negotiate deals, and close effectively. The skills they’ve learned as SDRs will help, but they’ll need additional support to succeed in their new role. -
Hire an SDR Manager Who Cares About Development
If you have a larger SDR team, a great SDR manager can make all the difference. They’ll not only help SDRs succeed in their current role but also prepare them for the next step in their career. A manager who genuinely cares about their team will create a positive culture and help retain top talent, even if promotions take time. - Find a Senior SDR Path For Those That Want to Stay … SDRs
Too many treat outbound as just an entry-level position — and pay that way. But sometimes the best just want to keep getting better at dialing for dollars. Let them. Create a Senior SDR track. Name it something exciting. And in the end, pay them as well as an AE.
Ultimately, the best SDRs will naturally rise to the top and make it clear they’re ready for the AE role. Your job is to give them the tools, mentorship, and opportunities to prove themselves. And when they do, promote them—because nothing motivates the rest of the team more than seeing one of their own succeed.
