From SDR to AE: What You Should Start Doing Now
Maddy Hart recently completed her transition from SDR to AE at Hook, one of the top CS platforms that helps teams proactively manage churn and expansions through their agentic AI technology. Over the course of 18 months, Maddy worked her way from an SDR to a Senior SDR and then finally into her current AE role. We sat down with her to discuss her journey, and what it took to get there.
The Mindset Shift: From Process-Driven to Proactive
Maddy's biggest takeaway from the transition was the fundamental shift in mindset required to be successful. As an SDR, she found success by being highly structured and process-oriented, a key to consistently hitting her targets. However, the AE role demands a different approach.
"In the AE role, you need to be a bit more flexible and a bit more reactive," she explained.
The day-to-day work is less about a rigid routine and more about adapting to the needs of the deals in your pipeline. A significant part of this shift is understanding that even as an AE, you must still proactively develop your own pipeline. Maddy realized that you can't rely solely on others to fill your funnel.
Misconceptions vs. Reality: The AE Role Up Close
While Maddy had a good general understanding of the AE role, she did have one misconception. "I did think I would be on calls a lot more," she admitted. In reality, a huge chunk of her day is dedicated to strategy and keeping the momentum alive between calls.
This involves deep thinking about each deal, planning the next steps, and ensuring internal alignment. It's a testament to the fact that closing deals isn't just about discovery calls and demos; it's about the consistent, strategic effort put in behind the scenes.
How to Think Like a Deal Owner
To truly transition your mindset, you need to “start acting like an AE before you get the title”. Maddy started this process by conducting deeper discovery on her initial calls, which resulted in more solid, qualified meetings for her AE. She also began tracking deals she passed over, observing how they progressed through the pipeline and learning from her AE's every move.
Her most critical advice? Find a mentor. Maddy credited her former AE, as a key figure in her development. They were highly experienced and provided invaluable one-on-one mentoring, sharing insights that were directly applicable to Maddy’s own career progression.
Skills You Need to Develop Now
Maddy highlighted two skills that are essential for making the jump.
- Handling Rejection: This is a core SDR skill that becomes even more vital as an AE. Maddy's optimistic "on to the next" attitude helped her not to dwell on losses. "I'd rather qualify out early so I can concentrate on real ones," she said. This efficiency is critical when you are managing multiple deals at once.
- Multi-threading: Multi-threading is the practice of engaging with multiple key stakeholders in a single company. Maddy wishes she had focused on this more as an SDR. By engaging with multiple people, you build a stronger foundation for a deal, making it more resilient to churn and more likely to close.
Tactical and Practical Steps to Get Promoted
Maddy's promotion wasn't just about performance; it was about strategy and visibility. She recommends taking these specific actions:
- Put in 100% Effort: As her manager, Ollie, noted, Maddy’s relentless effort was a key reason she stood out. You need to be putting in the work consistently to hit your targets.
- Make Your Ambition Known: Maddy was unapologetic about her goal. She told her sales manager, "I am your next [AE]." It's a competitive field, and you have to be your own advocate.
- Check the Promotion Track: Before joining a company, it's crucial to find out if they have a clear progression structure. Maddy advises taking the "extra effort" to speak with current employees to verify that the path is real and not just a promise.
- Start Learning Early: Don't wait until you get the job to start learning. Maddy's AE, Carly, helped her practice demos, which was a huge advantage. As Maddy put it, you should "start learning before you have a target on your back."
Resources and Final Advice
Maddy also shared some of the resources that helped her along the way:
- MEDPIC Course: This sales framework helped her understand the different parts of the deal cycle and what's required to qualify a genuine opportunity.
- Podcasts: She recommends "30 Minutes to President’s Club" and a force management-focused podcast.
When asked for her final piece of advice, Maddy’s message was clear and direct: "Learn as much of the product as you can before becoming an AE." She encourages aspiring AEs to watch discovery calls and demos from top performers to become an expert on the product, its objections, and the ideal way to sell it. This preparation ensures that when you finally get the role, you can hit the ground running.
