Dear SaaStr: What’s the Best Way to Help Top SDRs Become SMB Account Execs?
The best way to prepare a top-performing SDR for an SMB AE role is to give them a structured path that builds on their strengths while exposing them to the full sales cycle.
And most of the best will want a promotion path. Most.
Here’s how I’d approach it:
1. Let Them Ride Shotgun on Deals:
Pair them with an experienced AE and let them shadow the entire sales process—from discovery calls to closing. This “ride shotgun” approach gives them a front-row seat to learn how deals are negotiated, objections are handled, and relationships are built. It’s critical they see how to take a lead from qualification to close.
2. Gradual Ownership of Deals:
Start by letting them handle smaller, simpler deals or specific parts of the sales process, like running demos or managing follow-ups. This builds confidence and gives them hands-on experience without overwhelming them.
3. Mentorship and Coaching:
Assign them a mentor—ideally a high-performing SMB AE—who can provide guidance, feedback, and support. Regular one-on-ones to review progress and address challenges are key.
4. Sales Training:
Invest in formal sales training focused on SMB sales. This should include objection handling, negotiation tactics, and closing strategies. The goal is to bridge the gap between their BDR skills (prospecting, qualifying) and the skills needed to close deals.
5. Clear Metrics and Expectations:
Set clear performance metrics for their transition. For example, how many deals they should close in their first quarter as an AE or how quickly they should ramp to quota. This keeps them focused and accountable.
6. Leverage Their Product Knowledge:
One of the biggest advantages a BDR has when transitioning to an AE role is their deep understanding of the product and the customer pain points. Encourage them to lean into this knowledge to build trust with prospects and close deals faster.
7. Create a Career Path:
Make sure they see a clear path for growth beyond the SMB AE role. This keeps them motivated and reduces the risk of them leaving after a year or two. Top talent wants to know what’s next.
8. A/B Test Their Performance:
If you’re promoting multiple BDRs to AE roles, treat it like an A/B test. Compare their performance to external hires. Often, BDRs outperform because they know the product and the customer base better. Use this data to refine your promotion process [1].
The key is to give them the tools, training, and support they need to succeed while gradually increasing their responsibilities. If you do it right, they’ll not only thrive as an SMB AE but also set the foundation for a long-term career in sales.
