How can you make your SDR to AE Handover more efficient? Add friction

4 steps to make both roles better

How can you make your SDR to AE handover more efficient?

You add friction to their relationship.

I know. But keep reading. Trust me. 

Your first instinct might be to make it super easy. 

SDR books a demo. AE jumps on it. Done. 

But what will happen when things aren't going smooth? When pressure is building and fingerpointing starts?

AEs will say the Demos are shit. SDRs will say the AEs don’t even read the disco-notes. 

Management will scramble and will increase the quality requirements of the SDR team. Because whom do you trust the most? The AEs. Right.

The result will be fewer demos booked, you need to adjust targets but the whining by the AEs still won’t stop.

So, what’s the solution? Friction. 

Step 1: Clear meeting booking criteria of things the SDR can influence 

This should be on Need (do they have this problem) and on Authority (is this at least a champion). This should NOT include Budget (do they have money for this) or Timing (do they wanna do this now). 

The latter two are tough to ask in an outbound convo but also are out of the control of the SDR. 

Step 2: Let the AE accept the Opp before they take ownership

This forces the AE to read the Disco-notes and if they think it’s fishy or not good enough they can decline. The Opp will then go to the next AE in line. 

This creates ownership for the AE and in case of declining creates FOMO. 

Step 3: Once the meeting is accepted and held, the SDR gets paid 

Don’t let AEs “accept” the meeting after they were on the demo. It creates a “please give me money” relationship between the AE and SDR. And it lowers the commitment for the first demo. 

But also, it makes sure the SDR chases the no-shows. 

Step 4: Force the AE to rate the Meeting quality after the call 

Use a simple 1-5 score. This score won’t affect payout. But it will affect the coaching of both the SDR and AE.

SDR books many 1s and 2s? Coaching. 

AE loses many 4s and 5s? Coaching. 

Tons more friction. But you know what you don’t have anymore? 

Efficiency-killing fluff-whining. Neither AEs nor SDRs. 

Instead, they started to focus on one thing: booking & closing. 

Have you ever introduced friction into your GTM?

Or do you think this isn’t the way?

Email me and let me know! I would love to hear your feedback and see what potentially worked for you.