Account Executive Competency Framework

Category Competencies Description of Associated Behaviors
Sales Foundations

(Core assessment criteria for success)

Value Selling - Aligns customer’s desired outcomes and after scenario with Sourcegraph’s capabilities

- Identifies and delivers proof points to demonstrate value based on the prospect’s after scenario and required capabilities

- Delivers Business Value Assessments for customers to quantify the value of Sourcegraph

- Nurtures Champion relationships; identifies and plans for future land and/or expands opportunities by demonstrating the positive business outcomes achieved

Domain Knowledge - Deeply understands Sourcegraph’s products, competitors, and target personas

- Viewed as a trusted partner; earns trust from prospects and customers with domain knowledge; knows when and how to handoff conversations to other partners (i.e. CEs)

- Continually expanding knowledge of Sourcegraph’s products and competitors; understands the core markets/verticals in which we operate

- Ability to provide tailored advice and solutions to each prospect or customer; rapidly builds credibility with target personas - at all levels

Preparation - Maintains Salesforce cleanliness in opportunity documentation; organizes all other key data points in a coherent, easily understandable manner

- Accurately forecasts key milestones and revenue; Clari forecast reflects information in Salesforce

- Tracks, assesses and updates opportunity and potential deal size weekly

- Meticulously prepares for all steps of the closing process, adapting to all feedback and recommendations throughout

- Meticulously prepares for external and internal meetings; respectfully holds others accountable (e.g. CE/SDR/Internal Teammates) for their contributions, based on predefined outcomes

- Uses available customer data to understand prospect/customer utilization, including Looker dashboards, survey data, and analytics

Meeting Excellence - ‘Owns the room’, with the ability to manage key stakeholders; understands when and how to involve them

- Takes pride in their delivery of meetings; knows how to course-correct when necessary; preempts potential roadblocks; time management

- Identifies the most pertinent data points from each meeting; understands how to achieve the maximum value from these; relentlessly probes to uncover anything missing

- Defines key action points and drives effective recaps and follow-up with meeting participants

- Speaks with passion and conviction, instilling confidence and trust from others

Sales Process

(Core assessment criteria at key stages in the sales process)

Territory & Account Planning - Builds their territory as if it were their own business; celebrates successes, reflects on failures and proactively implements changes to prevent future occurrences

- Meticulously analyzes assigned territory for opportunities; creating strategic plans for each, which are then executed using available tools

- Understands how, when and why to leverage internal partners; does so collaboratively, successfully navigating potential roadblocks and disagreements; secures the commitment of others

- Undertakes in-depth research on accounts and associated verticals, using available external and internal Sales Tools

Pipeline Generation - Develops of a strong pipeline through active outreach and engagement, and effective planning with SDRs

- Knows when to double down on pipeline generation, proactively supporting SDRs as needed; does not deflect responsibility to others or require prompting

- Tailors messaging to prospects and customers; tries and tests different approaches; proactively shares any learnings with the wider Sales organization

- Creates a vision for assigned territory and brings this to life for external and internal partners to generate new pipeline

- Creates pipeline that has potential to fill SAO requirements: at least one application of a use case

- Holds self accountable to 3x as a minimum

- Leverages channels and partnerships to expand reach and impact of PG efforts

Effective Qualification - Confirms prospect or customer timelines and budget with accuracy

- Continuously identify, tests and builds Champions

- Qualifies new opportunities by using the SAO requirements

- Can pivot from one opportunity to another with ease; understands when to deprioritize opportunities; makes up for any shortfall in revenue by developing others

- Command of Message: Understands how to uncover the ‘3 Whys’, current and future pains, negative consequences of inaction, required capabilities and the ideal Sourcegraph solution(s) to drive business outcomes; adapts questioning accordingly

Technical Validation - Leads and assists to execute successful POCs, partnering closely with CE

- Implements Mutual Action Plans to drive toward deal execution with the Champion

- Co-create (with CE) a Mutual Engagement Plan to execute a POC

- Engages with Champion to validate Mutual Engagement Plan and bring in relevant stakeholders

- Discovers technical and business requirements for a successful POC with CE

Deal Execution - Prioritizes high-impact activity in the sales cycle, utilizing external and internal tools at the appropriate time

- Continuously evaluates progress toward committed forecasts; embracing creative solutions in order to overcome obstacles

- Is politically savvy; adapts to the culture of each organization

- Successfully validates and develops Champions within opportunities; establishes self as a strategic partner to such individuals

- Identifies and engages with Decision Makers and Economic Buyers to execute the Legal/Procurement process

- Executes multi-threaded stakeholder engagement, managing multiple channels of communications and client chain of command

Closing the Sale - Proactively identifies potential roadblocks, preparing alternative closing strategies in order to minimize risk and exposure

- Communicates clearly and purposefully with all stakeholders, ensuring such individuals are aligned on, and remain committed to, the predefined timeline

- Effectively handles objections and can do so across numerous opportunities simultaneously

- Anticipates and skillfully navigates objections

- Focuses on securing a premium for Sourcegraph’s products and services

Manage & Grow - Effective Renewal Management, inclusive of partnership with relevant internal teams, ensuring customer success (SLA management)

- Leads QBRs; communicates product roadmap, and usage, reiterates value

- Maintains and expands customer relationships after initial sales have been completed; continuously acts as an extension of their business

– Secures participation in Marketing events and content

- Delivers Executive Business Reviews in partnership with core account team and Executive Sponsors

- Continues to build and grow Champion while identifying new Champions

Will - Values Alignment

(Critical traits for success)

Customer First - Views account management as a customer-first exercise

- Communicates in the ‘voice of the customer’

- Drives conversations that address customer needs and proposes solutions that demonstrate clear ROI

- Builds trust externally and internally

- Acts as a thought partner and leader to such groups

- Is relentless in the pursuit of excellence

Work as a Team - Effectively manages interpersonal relationships and communication with cross-functional teammates

- Removes roadblocks for others

- Challenges with empathy and tact

- Is seen as a critical, inspirational leader within account teams

- Is grounded by humility

- Influences, does not mandate

- Takes pride in developing others

- Operates both independently and with specialist teams to ensure such messaging is embedded in accounts; aligns on key messages with all relevant stakeholders in advance

High Agency - Understands that ‘the buck stops’ with them; adopts an entrepreneurial, innovative and collaborative approach to both land and expand opportunities

- Rolls up their sleeves; can pivot from one area of focus to another with ease; no job is ever too small or beneath them

- Self-starter; exhibits ownership, resilience, and enthusiasm

- Is hungry for success, and propels self to meet ambitious targets

- Adapts to changing circumstances; proposes alternatives to ensure pre-defined outcomes are met; instills a sense of urgency within account teams, when required

- Leads with passion and conviction, striving to overturn even the fiercest of detractors

High Quality through Iteration – Is relentless in their pursuit of success - iteration is at the heart of their account plans

- Quickly assimilates new information; is able to determine the best course of action when the unexpected comes up

- Perseveres, in the face of adversity

- Approaches problem solving with creativity

- Proposes enhancements to existing processes; always looking to improve the collective success of the Sales organization

Be Welcoming and Inclusive - Listens to, reflects on and encourages diverse perspectives

- Treats all stakeholders with respect; fosters a culture of openness, transparency and innovation

- Adapts to their audience; continually challenges self to be a better partner to others

- Calls out unacceptable behavior when they see it

Open and Transparent - Maintains transparent communication and provides continuous updates

- Is unphased when they do not have all of the answers; recognizes that they are part of a wider ecosystem and can leverage support whenever required

- Suggests improvements to improve internal ways of working; is clear, direct, and respectful whenever discussing such improvements with others

- Shares, rather than protects, best practices with the team to help uplevel the organization

Continuously Grow - Acts on feedback; adopts new and established best practices in order to continuously improve

- Embraces ambiguity as part of the every day

- May act as a mentor, when requested

- Accepts the mistakes that they make, learns from them and recognizes that success is a collective outcome, not an individual one

- Is never ‘above’ any task or project

- Reflects on losses and humbly accepts feedback from others; views obstacles as learning opportunities; embraces a continuous improvement mindset as standard