What is an Account Executive?
The Account Executive is primarily responsible for new business acquisition. Often considered the “hunter” of the sales team, their focus is to bring fresh clients into the company. They prospect, qualify, pitch, and close deals.
Their skills revolve around:
Identifying new market opportunities.
Building relationships with decision-makers.
Crafting persuasive presentations.
Handling objections and closing contracts.
Beyond direct selling, AEs conduct market research, stay updated on competitor strategies, and collaborate with marketing to refine outreach campaigns. In short, their job is to expand the customer base and ensure a steady pipeline of opportunities.
What is an Account Manager?
The Account Manager takes over after the deal is closed. Known as the “farmer” of the business, their role is to nurture and grow existing client relationships. They ensure customer satisfaction, reduce churn, and unlock upsell or cross-sell opportunities.
AMs spend their time:
Acting as the primary contact for clients.
Coordinating with internal teams to deliver services.
Addressing client concerns quickly and effectively.
Gathering feedback to shape product or service improvements.
Their success is measured not by new logos acquired, but by retention, client lifetime value, and revenue expansion from existing accounts.
Core Differences Between AE and AM
While both interact with clients, the distinction lies in timing and objectives:
Account Executive (AE): Focus on the beginning of the relationship, generating leads, signing contracts, and hitting acquisition targets.
Account Manager (AM): Focus on the post-sale relationship, ensuring satisfaction, maintaining loyalty, and increasing the value of each account.
One opens the door, the other makes sure the client never wants to leave.
Examples in Context
Startup Context:
In a startup, an AE might be responsible for bringing in the very first 50 clients. Once onboarded, an AM ensures these early adopters stay engaged and continue to renew — critical for survival.
Consulting Context:
In consulting, the AE pitches services to potential clients. Once the deal is won, the AM manages delivery, client expectations, and builds a relationship that may lead to long-term contracts.
Marketing Agency Context:
At an agency, the AE sells campaign packages to brands. After the sale, the AM communicates progress, provides reports, and keeps the client happy often suggesting additional services.
Analogy:
Imagine real estate: the Account Executive is the realtor who finds buyers and closes deals, while the Account Manager is the property manager who ensures tenants stay happy and renew leases.
