The AE and SE Partnership

The AE and SE partnership is crucial for driving new opportunities, building trust with customers, and closing high-quality business. In this article, we’ll explore how Account Executives and Sales Engineers can collaborate effectively, communicate efficiently, and establish long-term customer relationships that boost customer success and increase commissions.

Collaboration for Success

AEs focus on building relationships, understanding client needs, and closing deals. SEs are the technical experts who ensure our products align with client requirements and demonstrate their value. Effective collaboration between AEs and SEs is essential for success.

How to Work Together:

Communication: Regular check-ins, joint meetings, and brainstorming sessions align strategies and keep both parties on the same page.
Set Expectations: AEs should maintain their go-to-market (GTM) plan, conduct initial discovery, and keep SEs informed of account activities. They should also prepare SEs for meetings, define expected outcomes, and handle logistics like meals.
Responsibilities: SEs should build a list of required capabilities, create technical champions, gather MEDDIC data, and develop the technical solution. They must also ensure AEs understand and follow through on technical commitments.

Effective Communication

Communication and trust form the foundation of the AE and SE partnership. AEs rely on SEs for technical insights to effectively communicate product value. Regular updates and open lines of communication are crucial to avoid gaps and address client needs comprehensively.

Best Practices for Communication:

Frequent Updates: Short, frequent calls (e.g., six 5-minute calls) are often more effective than longer, less frequent ones.
Use Technology: Leverage tools like Slack for real-time and asynchronous updates, and ensure joint updates to CRM tools for status tracking.
Meeting Coordination: Use chat apps to keep each other updated on urgent items during online meetings.

Customer Interaction

AEs focus on understanding customers’ business goals, while SEs dive into the technical aspects. Leveraging each other’s strengths provides a holistic solution that resonates well with clients. Planning follow-ups and reviews together, especially after important meetings, ensures alignment and continuous improvement.

Customer Interaction Strategies:

Independent Operation: While operating independently, AEs and SEs should continuously share information.
Review and Improve: After meetings, review each other’s performance, discuss what went well, and identify areas for improvement.
Build Trust: SEs should act as secret salespeople, gathering information to drive opportunities without abusing the trust placed in them.

Challenges and Solutions

The AE and SE partnership faces challenges such as miscommunication or differing priorities. Clear communication and a shared commitment to the end goal help overcome these hurdles.

Common Challenges and Solutions:

High Ratios: When SEs support multiple AEs, managing time and priorities is crucial. SEs should manage their calendars, allocate travel and prep time, and set ground rules for booking conflicts.
Workload Management: SEs should avoid taking on too much work. Collaborate with SE Managers to prioritize the workload effectively.

Tips for Success

Success in the AE and SE partnership hinges on regular communication and mutual respect. AEs and SEs must work collaboratively to propel each other forward.

Tips for AEs and SEs:

Mutual Respect: Acknowledge the importance of each role and address any issues collaboratively.
Prep Work: SEs should time-box prep work for meetings and demos, and conduct dry runs to ensure smooth execution.
Observe and Act: In meetings, the non-speaking person should observe attendees’ reactions and build a list of who needs additional convincing or may be aligned with a competitor.
Share Success: If a strategy works well with one AE, share it with others to replicate success.

By adhering to these best practices, AEs and SEs can effectively manage the proof phase, demonstrate clear business value, and accelerate the sales process. Remember, it’s not just about proving the technology works—it’s about showing how it solves real business problems and drives value for your customers.