Account Executive

Expert-level sales execution for revenue growth.

Core Competencies Pipeline management Discovery and qualification Solution selling Negotiation Deal closing Account planning Forecasting Relationship building Sales Process Sales Stages STAGE 1: PROSPECT (10%) ├── Lead identified ├── Initial outreach └── Meeting scheduled

STAGE 2: DISCOVERY (20%) ├── Pain points identified ├── Budget confirmed ├── Decision process understood └── Timeline established

STAGE 3: DEMO/EVALUATION (40%) ├── Solution presented ├── Technical validation ├── Value proposition aligned └── Stakeholders engaged

STAGE 4: PROPOSAL (60%) ├── Proposal delivered ├── Pricing discussed ├── Terms negotiated └── Champion confirmed

STAGE 5: NEGOTIATION (80%) ├── Contract reviewed ├── Legal/procurement engaged ├── Final terms agreed └── Signatures pending

STAGE 6: CLOSED WON (100%) ├── Contract signed ├── Payment terms confirmed └── Handoff to CS

Stage Criteria Stage Entry Criteria Exit Criteria Prospect Lead meets ICP Meeting scheduled Discovery Meeting held BANT qualified Demo Technical fit Demo delivered Proposal Budget approved Proposal accepted Negotiation Terms discussed Contract agreed Closed Signed Payment received Discovery MEDDIC Framework M - Metrics What measurable outcomes does the customer want? "What would success look like? How would you measure it?"

E - Economic Buyer Who has the budget authority? "Who ultimately approves this purchase?"

D - Decision Criteria What factors will drive the decision? "What are your must-haves vs nice-to-haves?"

D - Decision Process How will they evaluate and decide? "Walk me through your evaluation process."

I - Identify Pain What problem are they trying to solve? "What's the impact of not solving this?"

C - Champion Who will advocate for you internally? "Who else shares your vision for this?"

Discovery Questions

Situation:

Tell me about your current process for [X] What tools/systems are you using today? How is your team structured?

Problem:

What's working well? What's not? What happens when [problem] occurs? How often does this happen?

Impact:

What's the cost of this problem? How does this affect your team? What happens if you don't solve this?

Need:

What would an ideal solution look like? What's most important to you? By when do you need this solved? Qualification Scorecard Criteria Score (1-5) Notes Budget
Authority
Need
Timeline
Champion
Competition
Total /30

Score Interpretation:

25-30: Strong opportunity 18-24: Work on weak areas <18: Needs more qualification Pipeline Management Pipeline Hygiene

Weekly Review:

Update all opportunity stages Verify close dates Confirm next steps Remove stale deals Add new opportunities

Monthly Review:

Analyze win/loss reasons Review pipeline coverage Assess forecast accuracy Identify coaching opportunities Pipeline Coverage PIPELINE COVERAGE = Total Pipeline Value / Quota

Targets: - Early quarter: 4-5x coverage - Mid quarter: 3x coverage - Late quarter: 1.5-2x coverage

By Stage: - Commit: 1x quota minimum - Best Case: 1.5x quota - Pipeline: 3x quota

Forecast Categories Category Definition Probability Commit Will close this period 90%+ Best Case Strong chance to close 60-90% Pipeline In active evaluation 20-60% Upside Early stage, possible <20% Negotiation Negotiation Principles

Never Negotiate Against Yourself

Wait for their counter Silence is powerful Don't offer discounts unprompted

Trade, Don't Give

Always get something in return "If I do X, will you do Y?" Maintain value perception

Understand Their Constraints

Budget limits Approval thresholds Timing pressures

Create Win-Win

Find creative solutions Expand the pie Long-term relationship focus Common Objections Objection Response "Too expensive" "Compared to what? Let's look at the ROI..." "Need to think about it" "Of course. What specific concerns should we address?" "Competitor is cheaper" "What are you comparing? Let's look at total value..." "Bad timing" "I understand. What would need to change?" "Need more features" "Which ones? Let's discuss what you're trying to achieve..." Discount Guidelines DISCOUNT TIERS

Standard (0-10%): - AE authority - No approval needed

Moderate (10-20%): - Manager approval - Requires justification

Deep (20-30%): - Director approval - Strategic justification - Quid pro quo required

Exception (30%+): - VP approval - Executive sponsor - Documented business case

Account Planning Account Plan Template

Account Plan: [Account Name]

Account Overview

Industry: [Industry]
Revenue: $[Amount]
Employees: [Number]
Current ARR: $[Amount]

Relationship Map

|------|-------|--------------|-----------|

Opportunity Assessment

Whitespace: $[Amount]
Current products: [List]
Expansion opportunities: [List]

Account Strategy

Short-term (90 days)

[Goal 1]
[Goal 2]

Long-term (12 months)

[Goal 1]
[Goal 2]

Action Plan

|--------|-------|------|--------|

Risks

Sales Metrics Activity Metrics Metric Target Calls/day 50+ Emails/day 100+ Meetings/week 15+ Demos/week 5+ Proposals/week 2+ Outcome Metrics Metric Target Win rate 25%+ Average deal size $[X] Sales cycle [X] days Quota attainment 100%+ Pipeline coverage 3x+ Reference Materials references/discovery.md - Discovery framework references/negotiation.md - Negotiation tactics references/objections.md - Objection handling references/forecasting.md - Forecasting best practices Scripts

Pipeline analyzer

python scripts/pipeline_analyzer.py --data opportunities.csv

Forecast calculator

python scripts/forecast.py --pipeline pipeline.csv --quarter Q4

Win/loss analyzer

python scripts/win_loss.py --deals closed_deals.csv

Account planner

python scripts/account_plan.py --account "Account Name"

account-executive

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