Account Executive Playbook — Prospect, Run Sharp Meetings, Close Cleanly
Great AEs don’t wing it — they run a repeatable week. This playbook shows you what to do Monday to Friday: build pipeline, run discovery that sells itself, and move deals forward without nagging prospects.
What you’ll get from this page
- A simple AE operating rhythm (prospect → discover → demo → follow-up → close).
- Discovery questions that reveal money, urgency, and decision makers.
- Follow-up templates you can drop in your CRM today.
- How to turn your AE wins into proof for better roles using WisGrowth.
WisGrowth helps you capture proof, not just activity — so you can show quota impact in your resume and interviews.
Use this alongside your CRM, not instead of it.
1. Define your ICP before you prospect
Random outreach = random pipeline. Even if marketing hands you leads, spend 30 minutes weekly to refine your target list.
Industry, size, region, tech stack.
Who owns the problem? VP Sales, HR, Ops, IT?
Hiring, funding, new leader, tool consolidation.
What pain your product actually fixes.
Create 2–3 short “reason for reaching out” lines tied to those triggers. Save them — don’t rewrite every time.
2. Prospect with relevance, not volume
Here’s a simple outbound pattern you can use today:
- Day 1: Email + LinkedIn view
- Day 3: Bump with a one-line value add (link, insight)
- Day 5: Call + voicemail referencing the email
- Day 7: Final breakup / “keep this for later” note
Example opener:
“Noticed you’re hiring 3 AEs — teams at this stage usually want faster onboarding + cleaner pipeline visibility. We help teams cut ramp by 2–3 weeks. Worth a 15-min compare?”
3. Run discovery that earns the demo
Most AEs lose deals here — the discovery is too shallow, so demos become generic tours.
Use this 5-step discovery flow:
- Set agenda: “I’ll ask a few questions, show how others solve this, and we can see if a next step makes sense.”
- Current state: “How are you doing X today?”
- Impact: “What happens when this slips? Who complains?”
- Decision + timeline: “Who else weighs in? What’s the date you’d like this solved?”
- Confirm: “If we can show a way to hit that date, is a trial/pilot the right next step?”
Document the call in a simple template. Then, when you fix your resume later, you can literally paste: “Ran discovery using 5-step framework; improved demo-to-next-step rate from 45% → 63%.” Run it through the ATS scanner to match AE/AAM roles.
4. Demo to the problem, not the product
Every feature ≠ value. Take the discovery notes and structure your demo like this:
- Recap: “You mentioned X is taking 2–3 hours weekly…”
- Show: Only the 2–3 parts that fix X.
- Prove: Stories from similar customers / industries.
- Next step: “To validate this, let’s do a 10-day pilot with your data.”
Record the demo (if policy allows) — this becomes proof-of-work for your manager and for future roles.
5. Follow-up like a partner, not a chaser
Send follow-ups that move the deal, not “just checking in.” Three follow-up ideas:
- “Here’s the cost-of-delay based on your numbers.”
- “Here’s how customers in your industry rolled this out.”
- “Here’s the draft mutual action plan we can co-edit.”
Template:
“Great speaking earlier. You shared that onboarding takes ~3 weeks. I’ve attached a short rollout plan we used with a 120-person team to get to 8 days. If this looks right, let’s bring in Ops on Thursday so we can confirm timing.”
6. Close with a mutual action plan (MAP)
Instead of “so… any update?”, send a MAP:
- Goal: Live by March 30
- Owner: You / prospect / IT
- Steps: Security review, data sample, contract, kickoff
- Dates: Put it in the email
Hiring managers love seeing this in your portfolio. Put it in a WisGrowth-style “proof artifact” and attach to applications.
Common mistakes AEs make
- Relying only on inbound: Build a self-sourced pipeline every week.
- Demoing without recap: You lose people fast.
- No economic buyer: Ask early: “Who owns budget for this?”
- Not documenting wins: Then you can’t prove quota impact in interviews. Use 7-Day Proof Sprint to capture them.
Account Executive Playbook: FAQs
How do I get started if I’m new to AE?
Start with ICP + discovery. If you can talk to the right person and ask the right 5–6 questions, the rest is fixable.
Can I use AI in this workflow?
Yes — use AI to draft first-touch emails, summarize discovery calls, and generate demo recaps. Then humanize. See Adapt Job to AI.
How do I show this to future employers?
Turn one deal into a mini case (context → your actions → result → MAP). Run it through the Honest ATS Scanner and attach it in outreach.
What’s a good weekly AE cadence?
Mon: prospect + plan. Tue–Thu: meetings + follow-ups. Fri: pipeline clean-up + proof artifact.
Make your AE wins visible.
Document one deal this week, turn it into a proof artifact, and use WisGrowth tools to make it ATS-safe.
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