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Deciding between SDRs and AEs impacts your entire sales operation. These distinct roles each bring unique value to the revenue generation process, yet many organisations struggle to understand where one role ends and the other begins.
SDRs act as the first point of contact in sales. Their primary focus includes:
SDRs spend their time on these key activities:
AEs step in once leads show genuine interest. Their work centres on:
Most people start their sales careers as SDRs, gaining essential skills before moving to AE positions. AEs usually need 3-5 years of sales experience to handle complex deals effectively.
SDR pay links to booking qualified meetings and creating sales chances. AEs earn based on deal value and meeting revenue targets.
SDRs work on finding and qualifying new opportunities, while AEs concentrate on moving deals forward and closing sales.
Good results come when both roles work well together:
The path from SDR to AE takes:
Key points to think about:
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Both options bring different benefits:
Tips for better results:
Learn more about growing your sales team in our complete guide on hiring SDRs.
Working out the right mix of SDRs and AEs helps build stronger sales teams and drives better results.
What's the main difference between SDRs and AEs?
SDRs focus on finding and qualifying new leads, while AEs work on closing deals with qualified prospects.
Do SDRs or AEs earn more?
AEs typically earn more as they handle larger deals and have more experience.
Can you have AEs without SDRs?
Yes, but in this case, AEs will spend more time prospecting instead of closing deals, which often reduces overall sales effectiveness.
What's a good SDR to AE ratio?
Most companies aim for 2-3 SDRs per AE, but this varies based on deal size and sales cycle length.