A Complete Guide to Tech Sales Roles: SDR, AE, and Beyond

The world of technology sales is vast, with different career opportunities and roles to choose from. 

As you explore your options, it's important to understand the differences between various positions, their responsibilities, compensation, and potential career paths.

In this article, we'll explore five popular tech sales jobs, including Sales Development Representative, Account Executive, and other tech sales career paths. Whether you're a recent graduate or looking to change careers, this guide will help you make an informed decision.

Understanding Tech Sales Roles

A tech sales position involves selling technology products or services to clients. This could be software, hardware, or cloud-based solutions. The goal is to help businesses solve their problems using technology.

Tech sales professionals are key members of the sales team. They are often the first point of contact for potential customers interested in a product or service. They also have the closest relationship with existing clients.

There are different types of tech sales jobs, each with unique responsibilities and career paths. Let's break them down into three main categories:

Pre-Sales Titles

Pre-sales roles focus on identifying potential customers and creating interest in the product or service. These positions involve customer research, lead generation, and initial contact with prospects.

Pre-sales job titles include Tech Sales Representative (TSR) and Sales Development Representative (SDR). These are usually entry-level tech sales opportunities. Tech sales reps move leads through the sales pipeline toward other tech sales professionals, like Account Executives, who have more experience closing the deal.

The Sales Engineer (SE) title is another pre-sales role in the tech industry. SEs support the sales team by explaining product features and benefits to new customers.

Selling Titles

As its name suggests, selling roles are all about closing deals and doing the actual product selling. These professionals engage directly with prospects, present solutions, and negotiate terms.

Both the Account Executive (AE) and the Inside Sales Representative (ISR) play a crucial role in the selling process. They must understand different sales strategies to successfully close the deal.

Post-Sales Titles

Post-sales roles focus on ensuring customer satisfaction and retention after the sale is made. They provide support and help clients get the most out of their products or services.

A popular post-sales job title is Account Manager (AM). This tech sales position maintains and grows relationships with existing clients.

An Overview of Tech Sales Roles

Now that you have a basic understanding of tech sales roles, let's explore different positions in the tech sales job market. We'll discuss each role's responsibilities, daily activities, compensation, and career paths.

1. Sales Development Representative (SDR)

SDR is a tech sales rep who generates new leads and qualifying prospects for tech companies. They do this by conducting research, cold calling, emailing, and using social media platforms to identify potential clients.

The main goal of an SDR is to schedule meetings or demos for the Account Executives. SDRs are usually entry-level sales professionals and often work in a high-paced environment.

SDR Main Responsibilities:

• Generate leads
• Qualify leads and schedule meetings for AEs
• Maintain and update customer relationship management (CRM) systems
• Collaborate with marketing and sales teams to develop lead generation strategies

A Day in the Life of an SDR

An SDR's day mainly revolves around reaching out to potential customers and gauging their interest in the company's products or services. This involves a mix of cold calling, emailing, and social media outreach.

Here's a breakdown of what a typical day might look like:

• Morning routine: Upon arriving at the office, an SDR usually starts their day by checking their calendar and planning their day. This includes scanning through emails, prioritizing tasks, and setting daily goals.
• Prospecting: SDRs spend a significant portion of their day researching and identifying potential customers. They use various tools and techniques, such as LinkedIn Sales Navigator, to find contacts that match their target personas. They also analyze and review data to uncover trends and insights that can help them tailor their outreach.
• Outreach: Armed with their list of prospects, SDRs engage in outreach activities to initiate conversations with potential customers. This includes making phone calls, sending emails, and connecting on social media platforms. The goal is to pique the prospect's interest and set up a meeting or call with an Account Executive.
• Lead qualification: SDRs are responsible for qualifying leads before passing them on to the next stage in the sales funnel. They assess the prospect's needs, budget, and decision-making authority to determine if they're a good fit for the company's offerings.
• Collaboration: Throughout the day, SDRs work closely with AEs and SEs to share information about qualified leads and coordinate the next steps. This could involve setting up meetings, preparing demos, or discussing pricing and contract terms.
• Continuous learning: As the frontline of the sales team, SDRs must stay up-to-date on industry trends, competitor offerings, and their company's product developments. They often attend sales training sessions and workshops to hone their skills and learn new strategies.
• End-of-day wrap-up: SDRs typically end their day by updating their CRM with notes from their outreach efforts, calls, and meetings. They also review their progress toward their daily and weekly goals and plan for the next day.  

SDR Compensation

According to Glassdoor, Sales Development Representatives have an average salary of $40,000 to $60,000 per year. Top tech sales reps also earn bonuses and commissions, which can bring their total annual compensation to $61,000 and $99,000.

SDR Career Path

As an entry-level career in tech sales, the SDR role serves as a stepping stone to more advanced sales roles. After gaining experience and honing their skills, SDRs typically have several options for career advancement:

• Account Executive: Many SDRs aspire to become AEs, as this role allows them to manage the entire sales process, from lead qualification to closing deals. AEs often have higher earning potential due to their increased responsibilities and the ability to earn commission on closed deals.

• Sales Manager: SDRs with strong leadership skills and a track record of success may choose to pursue a role as a Sales Manager. In this role, they would manage and mentor a team of SDRs, helping them develop their skills and achieve their goals.

• Marketing or Business Development: SDRs interested in marketing or business development may choose to transition into roles within these departments. These positions often involve creating and executing strategies to generate leads, build brand awareness, and support sales efforts.
• Customer Success or Account Management: SDRs who excel at building relationships and ensuring customer satisfaction may find success in customer-facing roles, such as Customer Success Manager or Account Manager. These roles focus on maintaining and growing relationships with existing customers.

2. Account Executive (AE)

AEs are responsible for managing the entire sales process, from initial contact to closing deals. They work closely with SDRs, who pass on qualified leads to them, and Sales Engineers, who provide technical support during the sales process. 

AEs typically have strong negotiation and communication skills, as they must persuade potential clients to purchase their company's products or services.

AE Main Responsibilities:

• Build and maintain relationships with prospects and existing clients
• Conduct product demos and present sales proposals
• Negotiate pricing, terms, and conditions
• Close deals and achieve sales quotas
• Collaborate with internal teams, such as sales support, product development, and customer success

A Day in the Life of an AE

An AE's day is a mix of customer meetings, negotiations, and collaboration with internal teams. Here's an overview of what a typical day might look like:

• Morning routine: Similar to an SDR, an AE starts their day by reviewing their calendar, checking emails, and setting their priorities for the day.
• Customer meetings: AEs spend a significant portion of their day in meetings or calls with prospects and customers. These interactions can include product demonstrations, sales presentations, or contract negotiations.
• Pipeline management: AEs are responsible for managing their sales pipeline and ensuring leads are moving through the sales cycle efficiently. This involves tracking deals, updating the CRM, and following up with prospects and customers.
• Collaboration: AEs frequently collaborate with SDRs to review qualified leads and strategize about the best approach for each prospect. They also work closely with SEs to prepare for product demonstrations and address technical questions.
• Proposal development: Once a prospect expresses interest in moving forward, AEs create customized proposals that outline the product or service, pricing, and terms. They often collaborate with other departments, such as legal and finance, to ensure the proposal aligns with company policies.
• Closing deals: A major part of an AE's job is closing deals. This can involve negotiating contract terms, addressing objections, and working with other departments to finalize agreements.
• End-of-day wrap-up: Like SDRs, AEs end their day by updating the CRM, reviewing their progress towards goals, and planning for the next day.

AE Compensation

The average salary of an Account Executive is between $61,000 and $110,000 per year. With commissions and bonuses, their total annual compensation can range from $114,000 to $150,000 or more, depending on their success in hitting sales targets.

AE Career Paths Options

AEs have a variety of options for career growth, depending on their interests, skills, and performance. Some potential career paths for AEs include:

• Senior Account Executive or Strategic Account Executive: AEs with a proven track record of success may be promoted to a senior or strategic AE role. These roles often involve managing larger, more complex deals, and working with high-profile accounts or industries.

• Sales Manager or Sales Director: AEs with strong leadership skills may advance to managerial or director-level positions. In these roles, they oversee a team of AEs, providing guidance, support, and strategic direction to help them achieve their sales goals.

• VP of Sales or Chief Revenue Officer: Highly successful AEs with extensive experience and a deep understanding of sales strategy may seek executive-level roles, such as Vice President of Sales or Chief Revenue Officer. These positions involve setting the overall sales strategy for the organization, managing sales teams, and driving revenue growth.
• Sales Operations or Sales Enablement: AEs with a knack for data analysis, process improvement, and training may choose to transition to sales operations or sales enablement. These tech sales roles improve the efficiency and effectiveness of the sales organization through data-driven insights, process optimization, and training development.

 3. Inside Sales Representative (ISR)

ISRs focus on selling products or services of tech companies. They handle both inbound and outbound sales, using phone calls, emails, and online meetings to connect with potential customers. 

They also develop effective sales pitches to encourage prospects to invest in the technology.

ISR Main Responsibilities:

• Conduct outbound calls and emails to prospects
• Respond to inbound inquiries from potential customers
• Present product demonstrations and explain features
• Qualify leads and identify sales opportunities
• Maintain accurate records in the CRM system

A Day in the Life of an ISR

A typical day for ISRs involves responding to customer inquiries, presenting sales pitches, and finding new sales opportunities. Here's a closer look at their daily activities:

• Morning routine: A day in the life of an ISR starts early, often with a review of their task list and sales pipeline. They respond to emails and any overnight inquiries from potential customers.
• Outreach: ISRs spend most of their mornings making cold calls and sending personalized emails to reach new prospects. They use these interactions to qualify leads and set up product demos.
• Product demonstrations: By midday, ISRs organize virtual meetings to demonstrate products or present sales pitches. This is where they highlight the features and benefits of their company's technology.
• Follow up with leads: After presenting sales demos, ISRs follow up with prospects, address any concerns, and work on moving the sales process forward.
• Collaboration: ISRs also spend time collaborating with the internal sales team. They exchange insights and strategies to improve sales outcomes.
• End-of-day wrap-up: Before the day ends, ISRs review their progress, update the CRM system, and plan for the next day's tasks.

ISR Compensation

ISRs in the tech industry earn between $40,000 and $61,000 per year. However, their total compensation can reach around $64,000 to $105,000, which includes bonuses and commissions.

ISR Career Path Options

The ISR tech sales job is an entry-level career path. With enough experience in the field, they can move on to other roles like:

• Senior Inside Sales Representative: ISRs with a proven track record can advance to senior positions, where they handle more complex sales and higher-value accounts, such as enterprises.

• Account Executive: Many ISRs transition to AE roles and take on more responsibility. They focus on closing deals and managing the entire sales process.

• Sales Manager: Experienced ISRs can move into sales management, where they lead and mentor a team of tech sales reps. They are also the head of developing strategies to meet sales targets.
• Sales Operations: Some ISRs move into sales operations roles. They're responsible for improving sales processes, training, and performance analysis.

4. Sales Engineer (SE)

SEs, sometimes called Solutions Engineers or Technical Sales Engineers, are responsible for providing technical expertise during the sales process. They work closely with AEs to understand customer needs and demonstrate how the company's products or services can solve specific problems. 

SEs typically have strong technical knowledge, often in engineering, computer science, or a related field.

SE Main Responsibilities:

• Support AEs in understanding customer requirements and proposing solutions
• Conduct technical product demonstrations and presentations
• Answer technical questions and address concerns from prospects and clients
• Collaborate with product development teams to ensure customer needs are met
• Help with the implementation of products or services after a sale is closed

A Day in the Life of an SE

An SE's day is a mix of technical demonstrations, customer consultations, and internal collaboration. Here's an overview of what a typical day might look like: 

• Morning routine: An SE starts their day by reviewing their calendar, checking emails, and setting priorities for the day.
• Preparation: Before any customer interaction, SEs spend time preparing for product demonstrations or technical consultations. This involves researching the customer's business, understanding their needs and pain points, and tailoring the demonstration to showcase how their company's product can provide a solution.
• Product demonstrations: SEs often lead or participate in product demonstrations with potential customers. They showcase the product's features, functionality, and benefits while addressing any technical questions or concerns.
• Technical consultations: In addition to product demonstrations, SEs provide technical consultations to help customers understand how the company's solutions fit into their existing infrastructure. They may also assist with proof-of-concept (POC) projects to demonstrate a product's effectiveness.
• Collaboration: SEs work closely with AEs to support the sales process by providing technical expertise and guidance. Internally, SEs may liaise with product development and engineering teams to relay customer feedback and contribute to product improvements.
• Continuous learning: To maintain their technical expertise, SEs must stay current with industry trends, emerging technologies, and updates to their company's product offerings. They often attend training sessions, webinars, and industry conferences to expand their knowledge.
• Documentation: Throughout the day, SEs create and maintain documentation related to customer interactions, product demonstrations, and technical consultations. This can include updating the CRM, writing technical notes, or preparing reports.
• End-of-day wrap-up: SEs end their day by reviewing their progress toward goals, updating relevant documentation, and planning for the next day.  

SE Compensation

The SE title is among the highest-paying tech sales jobs on the market. SEs typically earn a base pay of $85,000 to $141,000 per year. With bonuses and commissions, their total annual compensation can range from $144,000 to $250,000.

SE Career Path Options

SEs possess both technical expertise and sales acumen, which opens the door to several career advancement opportunities:

• Senior Sales Engineer or Solutions Architect: Experienced SEs may progress to senior-level roles or take on the title of Solutions Architect. They will work on more complex projects, lead technical sales strategy, and provide guidance to junior SEs.

• Technical Sales Manager: SEs with leadership skills and a passion for coaching may choose to pursue a role as a Technical Sales Manager. In this role, they would manage a team of SEs and provide support as needed.

• Product Management or Product Marketing: SEs with a deep understanding of their company's products may transition to roles in product management or product marketing. These positions involve guiding product strategy, identifying market opportunities, and creating messaging that resonates with target audiences.
• Pre-Sales or Post-Sales Management: SEs may also choose to specialize in either pre-sales or post-sales management. Pre-sales roles focus on supporting the sales team and providing technical expertise during the prospecting and negotiation stages. Post-sales roles involve working with customers after a sale has been made.

5. Account Manager (AM)

AMs play a crucial role in maintaining and growing relationships with existing clients. Unlike tech sales roles focused on acquiring new clients, AMs ensure existing customers continue to see value in their products or services. 

Since they are the main point of contact for clients, they address their needs and help them achieve their business goals.

AM Main Responsibilities:

• Build and maintain strong client relationships
• Handle client inquiries and resolve issues promptly
• Coordinate with internal teams to meet client expectations
• Monitor account performance and identify upsell opportunities
• Prepare and present regular reports to clients
• Negotiate contract renewals and terms

A Day in the Life of an AM

A typical day for AMs involves checking in with clients, coordinating with internal teams, and analyzing account performance. Let's take a closer look below:

• Morning routine: AMs begin their day by checking emails and call logs. They also review client accounts and list tasks to be accomplished.
• Customer communication: AMs regularly talk to clients, whether through emails or video meetings, to address any immediate needs or questions.
• Collaboration: AMs spend a significant portion of their day coordinating with internal teams, such as customer support and product development, to ensure client requests are being met.
• Data analysis: AMs also analyze account performance data. They look for trends and opportunities to provide additional value to existing clients.
• Client meetings: AMs meet with clients to discuss account performance, explore new collaboration opportunities, or negotiate contract terms.
• End-of-day wrap-up: By the end of the day, AMs review their progress and plan for any upcoming client interactions.

AM Compensation

AMs earn between $50,000 and $89,000 every year. They also receive bonuses and commissions, which increase their annual salary to around $89,000 to $161,000.

AM Career Path Options

AMs can choose from different tech sales positions depending on their skills, performance, and interests.

• Senior Account Manager: Experienced AMs can advance to senior positions where they'll handle more complex accounts and lead strategic initiatives.

• Account Director: AMs may move into director roles. These involve overseeing a team of account managers and focusing on high-level client strategy and relationship management.

• Customer Success Manager: Some AMs can make a career pivot into CSM positions. They will take a more proactive approach in ensuring clients achieve their desired outcomes using the product.

• Sales Director: With extensive experience, AMs can advance to sales director roles, where they set sales strategies and lead a larger sales team. 

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FAQs About Tech Sales Roles

What are the most important skills for a tech sales professional?

Tech sales professionals need a mix of soft and technical skills. Strong communication, problem-solving, and negotiation abilities are crucial. They must also have technical knowledge of the product or service being sold. Having these skills helps tech sales professionals address customer concerns and demonstrate product value.

What is the difference between BDR and ISR tech sales positions?

A Business Development Representative (BDR) focuses on generating new leads and setting up initial meetings. Meanwhile, an Inside Sales Representative (ISR) usually aims to close deals and generate revenue for tech companies.

How to break into the tech sales industry?

To break into tech sales, you must build a solid understanding of the industry and its products. You can also connect with professionals in the field and network your way to the job. You can start as a Sales Development Representative or an Inside Sales Representative before moving to other career opportunities in tech sales.