Questo articolo in italiano: Il modello SDR-AE-BDR per gestire efficacemente clienti low, mid e high touch
SDR, BDR and AE: sales roles explained for B2B SaaS
In brief. SDR (Sales Development Representative), AE (Account Executive) and BDR (Business Development Representative) are three typical sales roles in B2B SaaS. The SDR generates and qualifies leads, the AE runs the deal and closes it, the BDR develops new contacts and long-term relationships. In the model I describe, each role is matched to low, mid or high touch customers.
Low, mid and high touch customers
"Touch" is the amount of human interaction needed to win and serve a customer.
- Low touch: customers that can be handled mostly through automation, such as email and calls, with little human interaction.
- Mid touch: customers that need more attention: product demos and video calls, combining traditional and modern sales methods.
- High touch: customers that need constant attention and a personalised relationship, with content and personalisation used to create value and build loyalty.
SDR, BDR and AE at a glance
| Role | Stands for | What they do | Customers in this model |
|---|---|---|---|
| SDR | Sales Development Representative | Generates leads and qualifies them before handing them to an AE | Low touch |
| AE | Account Executive | Handles qualified leads: demo, price negotiation, contract, closing | Mid touch |
| BDR | Business Development Representative | Develops new contacts and long-term relationships | High touch |
What does an SDR do?
An SDR generates new contacts and starts the qualification of leads, using data research, lead generation, email, cold calling, trade shows and other events. Once a prospect is identified, the SDR uses lead nurturing to build interest and qualify the lead before passing it to an AE.
What does an Account Executive do?
An AE takes the leads already qualified by SDRs and closes the sale: product demos, price negotiation and contract management. The AE is the role measured on signed revenue.
What does a BDR do?
A BDR generates new contacts and builds long-term relationships, mostly with modern sales methods such as content and personalisation. In this model, BDRs own the high touch accounts.
How do you decide which role gets a lead?
With a lead scoring and lead routing system, which scores each contact by potential and sends it to the right person. I explain how in the Italian article on lead scoring and lead routing.
Frequently asked questions
What does BDR mean?
BDR stands for Business Development Representative: the salesperson in charge of business development, who looks for new contacts and builds relationships that can become sales opportunities.
What is the difference between SDR and BDR?
In this article the SDR qualifies low touch contacts and the BDR handles longer relationships with high touch customers. In many companies the more common split is different: the SDR works inbound leads and the BDR does outbound prospecting. Either way, neither closes the contract: the AE does.
What does an Account Executive do?
An AE takes qualified leads, presents the product, negotiates price and terms and closes the contract. It is the role measured on signed revenue.
What do low touch, mid touch and high touch mean?
They describe how much human interaction is needed to win and serve a customer: little in low touch, where much runs through automation; more in mid touch, with demos and video calls; the most in high touch, with a continuous, personalised relationship.
This article is also available in Italian.