TLDR: AEs and AMs have similar jobs are both considered salespeople, however have different responsibilities and that may impact their bottom line. I personally love being a pure hunter and was not a fan as an AM, but both have their benefits.
Not all sales jobs are created equal. However there is a true saying that holds across all sales jobs, verticals, and countries…. Timing, territory, and talent matter, in that exact order. Keep that in mind as we review some key differences between an Account Executive (AE) vs an Account Manager (AM).
Timing, territory, and talent in that order…
Your last sales manager
AEs are typically full whitespace hunting, targeting new accounts to bring customers into the company portfolio. This role typically involves cold calling, full sales cycle involvement from setting up your opportunities, doing discovery, working through a proof of concept, negotiating and signing of the contract(s). It is a hunter role, looking for new prospects and always needing to fill your pipeline with new blood. More often than not AEs don’t have much involvement after the contract is signed.
AMs will walk into a book of business. Often times provided a number of accounts that you are responsible for managing (it’s in the name) and potentially upselling. If you work for a company that sells multiple products, services, and or solutions, you’ll be tasked with conducting meetings with the right people and identify problems then position your additional products, services, and or solutions to solving those problems. Typically your book of business (accounts) is set by a territory or specific vertical that already have set relationships and know your company. Some companies have their AMs in a hybrid role where they have both target customers and whitespace accounts to break into.
Other Potential Differences
- Commission percentage may be higher as a strict AE
- Opportunities created for you by the SDR/BDR team
- AMs playing Client Success for their managed accounts
- Need for hunting opportunities via client facing activities such as events, dinners, office visits, etc…
