The SDR to AE handoff is one of the most critical parts of a sales cycle. Most B2B or B2G sales teams have two functions in their initial sales process. There is the Sales Development Rep (SDR) that is responsible for getting meetings with prospects through inbound and/or outbound prospecting methods. The Account Executive (AE) is responsible for taking qualified leads and guiding that lead to a buying decision.
There are other types of sales handoffs like from an AE to a Customer Success team. This type of sales handoff is a critical part of the customer lifecycle; however, for the purposes of this blog, we are keeping the focus on how to execute a seamless handoff between SDRs and AEs.
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The whole point of the SDR function is to ensure that AEs are interacting with sales-qualified leads. For a more detailed discussion on what is a qualified lead, be sure to check out the linked blog. In summary, however, a sales-qualified lead is anyone that is in an active buying cycle or is frustrated enough with the status quo that they are willing to consider a change in their status quo.
Far too often, companies only focus on the first part of that definition. They task SDRs to look for leads that are in an active buying cycle. Only 3% of a given B2B market is in an active buying cycle for the solutions your company offers. Limiting the definition of a qualified lead to only those in an active buying cycle is like searching for a needle in a haystack. If an SDR finds a prospect who is frustrated with the status quo and considering change, those leads should also be passed along to the AE. This is about 40.5% of a B2B market at any given time. This increases our pool of prospects from 3% to 43.5% of the market.
The prospects that SDRs should definitely avoid passing to the AE are people that are totally satisfied with the status quo at their company. This is about 56.5% of the market. This segment of the market could still have people that are interested in talking with an AE but have no desire or interest in actually making changes within their organization. An SDR needs to be skilled at recognizing the difference between people that are interested vs those that have genuine frustration or a desire to change their status quo. For more details on how SDRs can acquire the skills needed to gauge customer expectations, check out our Qualify for Quality course.
When you’re getting ready to pass a lead from SDR to AE, it’s not just about checking off the sales-qualified box. Think about how well the prospect matches your company’s culture and values. Prospects who are on the same wavelength as your team are usually enthusiastic and receptive, which can make the whole sales journey smoother and more rewarding for everyone involved.
So, how do you get a feel for cultural fit? Here are a few things to consider:
Do their main goals align with what your company offers?
Are they straightforward and clear, or do they prefer a more relaxed approach?
Are they open to new ideas and want to make a change from their status quo?
This is especially important in B2B sales, where relationships often run long-term. For example, if your company is all about innovation and you’ve found a prospect who’s fed up with old-school processes, that could be a great sign that they’ll appreciate what you bring to the table.
Risk assessment might sound heavy, but it’s really just about being thorough. When you’re passing a lead, it’s smart to think through any red flags or hurdles that could trip up the sales process down the road. After all, it’ll make it easier to handle whatever might come up.
Here are a few key things to keep an eye on:
Budget constraints
Decision-making speed
Status quo satisfaction
For instance, maybe the prospect says they’re interested but aren’t ready to commit to a change, or they’re stuck in a slow decision-making process. These are things worth flagging. Or maybe they’re curious but not particularly frustrated with their current setup. They might seem like a good lead but could end up stalling. Noting these risks helps the AE prepare for a smooth transition and allows them to address any concerns right off the bat.
When you’re prepping for the SDR to AE handoff, it’s key to get a handle on what the prospect expects and what they’re hoping to achieve. Think of it as getting into their head a bit. What do they want from this interaction? What problems are they trying to solve? The clearer you are on this, the smoother the handoff will be for both the AE and the prospect.
Understanding expectations and objectives goes beyond just knowing what product or service they’re interested in. It’s about digging deeper to understand their priorities. Are they looking to boost efficiency, cut costs, or maybe get ahead of the competition? Maybe they’re facing specific challenges, or they’re frustrated with an existing solution that’s not cutting it anymore. Knowing these things allows the AE to step in with empathy and a clear sense of how to frame the solution.
Another big piece of a seamless handoff is making sure everyone’s clear on their roles, both on your team and on the prospect’s side. Misunderstandings can slow things down or, worse, create friction that could've been avoided. By setting the stage early on, you help pave the way for a smooth transition.
For the SDR and AE, this means being crystal clear about who’s doing what at each stage. The SDR’s job is to set the table—to qualify the lead and tee up a productive conversation. The AE’s role is to take that baton and move toward closing the deal, keeping an eye on all the details shared by the SDR. When roles are clear, it minimizes overlap and ensures each team member brings their strengths to the table.
On the prospect’s side, it’s just as important to identify key players and decision-makers. Who are the main contacts? Who else might be involved in the decision-making process? Knowing the organizational hierarchy can help avoid delays and ensure that all relevant people are looped in at the right time.
One of the biggest frustrations that prospects report during the sales cycle is that they feel like they are not being listened to. Often, a prospect will share info with the SDR and then will have to repeat themselves all over again when the AE gets involved. It’s already a nuisance for many customers that they have to switch their main point of contact during a sales cycle. If this SDR to AE handoff does not occur smoothly, then the prospect is more likely to be frustrated with the company and have a negative view of the solution.
The SDR to AE handoff is a normal part of the buying cycle and prospects will still be fine with it. However, the handoff has to be transparent and comprehensive in order to ensure a smooth and personalized customer experience.
For a successful sales handoff, there has to be transparency and a comprehensive transfer of information about the prospect. Prospects are used to AEs coming into the sales process so it’s perfectly okay for an SDR to mention that an AE will be joining the next call. However, having an AE attend the call with no warning to the prospect will create some distrust and confusion for the prospect.
In addition to transparency about the handoff, the SDR needs to make sure the AE has all of the information gathered about the prospect. The prospect should not have to repeat the information they have already shared with the SDR just because an AE is now involved in the sales cycle. It is the SDR and AE's job to figure that out before the handoff happens.
Here are the four mediums in which the SDR and the AE can ensure a smooth handoff:
As soon as an SDR knows that the lead is ready for an AE, they should send a handoff email. The email should include the notes the SDR has so far but in a condensed and readable format. These notes should highlight the prospect’s role in the company, the pain point or frustration that got the prospect interested in the meeting, and the goals that the prospect has in the business area that the solution is impacting.
If the meeting was scheduled over email, then it is important to also email the prospect and let them know that the AE will be joining the next sales call. If the meeting is scheduled over the phone, SDRs need to be transparent about the handoff at the end of the call.
Don’t wait to send out the calendar invite. Prospect’s calendars can fill up so if you have confirmation for a meeting, be sure the send out the invite as soon as you can. In the invite, make sure the instructions for joining the meeting are clear. You have to ensure the time zones are accurate and that all the details needed for the meeting are included.
These seem like minor and obvious details, but these are exactly the sort of things that can create friction during the handoff. If the prospect has even a slight bit of confusion about how to join the meeting or who is attending, it can discourage them from joining the call. At the very least, it can create dissatisfaction or a small level of frustration with the company. Therefore, it is very important to be timely with the calendar invite and also ensure that all the details for joining the meeting are clear.
The email to the AE after securing a meeting with a qualified sales lead will have summarized notes. However, the CRM is where an SDR can input all the details they know about the prospect. This can be the personalized research they did on the prospect before reaching out to them. The CRM should also log details about the conversations the SDR had with the prospects.
It’s essential to also keep accurate track of the prospect’s phone number and email address in the CRM. Basically, the CRM profile for the prospect should be detailed enough that even if the SDR does not get to talk directly with the AE about the prospect, the AE should be able to look at the CRM and know everything about the prospect and the SDR’s interactions with them to date.
Maintaining detailed CRM records and having a habit of reviewing these before the AE meets with the prospect is a best practice. It will ensure the AE is fully knowledgeable about the prospect and reduce friction during the handoff.
This may not be realistic for many companies but ideally, the SDR will actually join the first call the prospect has with the AE. This will make the prospect feel like they are not just being dumped to the next seller. Having the SDR who the prospects have been interacting with on the call provides a sense of continuity.
To take it a step further, either the AE or the SDR should summarize their understanding of the prospect’s situation at the beginning of the call. Then, the prospect should have a chance to change the details of the summary or add a bit more to it. Having this sort of a cadence shows the prospect directly that the person taking over for the SDR knows their circumstances and has taken the time to look over their account.
Many SDRs tend to discredit themselves when making a handoff. They will say something like, “I’m just an SDR so I want to bring in an AE to the next call.” This reduces the prospect’s confidence in the SDR and the company. Instead, the SDR should say something like, “Now that I know a bit more about your goals, I would like to bring in an expert that will be able to provide the most value for your time during the next call.”
The latter approach lets the prospect know that the other person will add value without taking away credibility from the SDR.
Buying decisions in a B2B sales cycle are rarely made by just one person. There are usually multiple people involved in a decision. The person the SDR is talking with might be the ultimate decision maker but even they want other people to be involved in the decision. Therefore, before sending out the invite, ask if other people should also be joining the call.
Make sure to put a premise on the question. Just simply asking if other people should join might not go over so well with some prospects. But with a premise, that question is a lot more palatable. For example, SDRs can say something like, “I know that these types of decisions usually involve multiple people, is there anyone else from your company that you would like to invite to our meeting?”
Having more people involved in a meeting ensures the likelihood that it will stick on the calendar.
Once an SDR has gotten a meeting with the prospect, they are often eager to get off the phone. However, a best practice is to stay on the call and ask additional questions. One of the most important things to ask is if the prospect wants more details on something specific. What do they want to learn more about?
Answers to this question can help the AE plan for the call. It will also make for better use of the prospect’s time since the AE will be able to speak to the topic that the prospect is specifically interested in.
As we established, communication is critical for a successful SDR to AE handoff. But that doesn’t start and stop with meeting notes or details in the CRM. Opt for an internal touchpoint as needed, especially if the extra questions have yielded new developments or updates. Consider dedicating a Slack channel or Teams chat for immediate updates and relevant information, including CRM details and business news.
There may be crossover in certain sectors, but that doesn’t mean all prospects will be exactly the same. It’s critical to take the time to understand their values and personalities to best deliver a positive SDR to AE handoff experience. Consider the elements for a successful handoff, such as whether the prospect prefers phone calls or emails. While the process should include both, tailor the frequency of each to match their preferences and characteristics.
Through automation and technology, you can increase the efficiency and accuracy of your handoff process.
Data transfer can be automated to ensure that vital information is shared seamlessly between the SDR and AE, reducing the risk of miscommunication and information loss.
CRM platforms can be configured to trigger alerts and create tasks automatically, ensuring that the AE receives timely and relevant information.
Integrating advanced analytics and AI can help score leads more accurately, predict the best times for contact, and suggest personalized follow-up actions.
This strategic use of technology not only streamlines the handoff process but also allows SDR to focus on building relationships and AE to close deals rather than managing administrative tasks.
Comprehensive training programs tailored for both SDRs and AEs are essential. These programs focus not only on the technical aspects of handoffs but also on soft skills like communication, empathy, and active listening. Regular, targeted training ensures that both SDRs and AEs have the knowledge and skills to execute their roles effectively, leading to more successful engagements and a positive impact on the sales funnel.
Scenario-based learning is crucial. It can simulate real-life handoffs, fostering understanding of each other's roles and challenges. This mutual understanding facilitates effective collaboration and information exchange, translating to a smoother SDR to AE handoff.
Development sessions can also be used to reinforce best practices, share successful handoff strategies, and encourage continuous feedback, which can be leveraged to refine and improve the handoff process over time.
It’s crucial to measure and analyze the effectiveness of your handoff process to ensure that your sales pipeline is robust and efficient. KPIs like the average time taken for a lead to move from an SDR to an AE and the quality of the leads being passed on can help provide insights into the efficiency of your process.
In addition, you can leverage tools you already have in place, like your CRM. Sales teams can track CRM analytics in real-time, allowing them to see bottlenecks or misalignments in the handoff process. Regular feedback sessions between SDRs and AEs can also help identify areas for improvement on a qualitative level.
A seamless sales handoff benefits the SDR, the AE, and the customer. It is all about being transparent with the prospect and making sure the AE has all the information they need to plan and execute a successful sales call. This function is so important that it should be a critical part of any onboarding process for new hires. To learn more about how SDRs can increase opportunities in the pipeline, take a look at our Fearless Prospecting course. For additional details on how AEs can sell in a consultative manner, you can read the info on our Quota-Crushing Sales page.
Still have questions? Don’t hesitate to schedule a consultation call with us today!
