Certified Account Executive (CAE)

27 core lessons across 6 modules — plus 1 optional extra. Every lesson is public — no email wall; an account is only needed for quizzes and the exam, and the certificate is yours to add to LinkedIn.

Estimated time: ~20 minutes a core lesson, ~40 for the live-call ones · 27 core lessons ≈ 11 hours to work through the track. The certificate is separate: it needs three passing practice calls and one graded assessment call.

Extras are full lessons too — read them when they're useful, skip them when they're not. They sit outside the core path; nothing is required reading for the certificate.

order the steps write it out written mock call voice sales call

Module 1 — The Promotion: SDR to AE

4 lessons + 1 extra

What changes when you move from booking meetings to owning a book and a revenue quota — and why the AE is the closer — 4 core lessons.

  1. 1.1How to Become an Account Executive: Earn the Promotion from SDRYou become an account executive by earning the promotion from SDR or BDR (or being hired straight in). The fastest path is the same at most companies: fill the top of the funnel with qualified meetings that reliably convert, take on AE-adjacent ownership before the title, and make the ask. Median SDR tenure before promotion is about 1.9 years (Bridge Group, 2025), but what moves your timeline is the case you build, not the months you log.
  2. 1.2Is Being an Account Executive a Good Job? The Honest TradeoffsextraBeing an account executive is a good job if you want to own revenue, close deals, and be paid on outcome — and a bad fit if you want a guaranteed check and no quota risk. The AE is the B2B closer: you carry a revenue quota, earn commission on the deals you close, and eat the slow quarters yourself. Compared with the SDR seat, it is more ownership, more upside, and more variability.
  3. 1.3What Does an Account Executive Do? The Job, Day to DayAn account executive (AE) owns the full B2B deal from the moment a lead is qualified: discovery, demo, proposal, negotiation, and the close. Day to day that means running buyer conversations, presenting the product, drafting proposals, handling objections and procurement, and keeping an honest forecast — all while carrying a revenue quota. It is the seat you promote to from SDR, and the job is ownership of revenue, not meetings.
  4. 1.4Account Executive Compensation: How the Money Changes at PromotionAn account executive's compensation is base plus commission on closed revenue, expressed as an on-target earnings (OTE) figure tied to a revenue quota. At promotion the real change is the risk transfer: more of your pay is variable, earned by hitting quota, and a slow quarter pays less. It is not the SDR salary with a bigger base — it is a larger OTE that you only actually collect in full by closing.
  5. 1.5First 90 Days as an Account Executive: Ramp to QuotaYour first 90 days as an AE are about surviving the ramp and building the habits that hit quota: learn the product, process and territory fast, run full discovery on every deal, go for early winnable deals, and keep an honest forecast. By day 90 you want a repeatable cycle — a clean pipeline you feed yourself, a credible forecast, and your first closes banked.

Module 2 — Discovery at AE Depth

4 lessons

Full discovery and multi-stakeholder qualification — the pain, the money, the people and the path to yes — 4 lessons.

  1. 2.1Discovery at AE Depth: Diagnose the Deal, Don't Just Qualify ItAt AE depth, discovery stops being light qualification and becomes a diagnosis. You own the revenue now, so before you demo or propose you map the problem and its cost, the economics and budget, the decision process, the buying committee and your champion, and the incumbent you're replacing. SDR-level questions route a meeting; AE-level discovery tells you whether the deal is real and how to win it.
  2. 2.2Find the Real Pain: Discovery That Unearths the Problem Behind the ProblemThe pain a buyer states first is rarely the pain they'd actually pay to fix. Real discovery digs past the surface symptom to the root problem and its cost: what it's costing them in money, time and missed growth, and why fixing it matters now. Ask what changed, what it has already cost, and what happens if nothing changes — that's where a deal either gets real or dies.
  3. 2.3Map the Buying Committee: Who Decides, Who Pays, and How a Yes HappensIn B2B, no single person buys — a committee decides, and the deal only closes if you know its decision process. AE discovery maps the buying committee (the decision-maker who signs, the champion who sells for you, and every influencer and evaluator who can veto), qualifies whose budget the money actually comes from, and pins down the timeline, stages and authority behind a yes.
  4. 2.4When to Walk Away From a Deal: Qualify Out to Protect Your QuarterA real AE knows when a deal isn't winnable or isn't worth it. Qualify out early: no budget, no authority, no timeline, a problem that isn't painful enough, or a competitor so entrenched you can't win — these are deals that consume your quarter for nothing. Walking away isn't giving up; it's protecting the time and forecast that let you close the ones you can actually win.

Module 3 — Demo, Value and the Proposal

4 lessons

Turn discovery into a demo and proposal the buyer can defend internally — 4 lessons.

  1. 3.1How to Run a Sales Demo: Prove Outcomes, Not FeaturesA demo that lands proves the buyer's outcomes, not your feature list. Open by restating their problem and the outcomes you'll show, demo the product only as it maps to those outcomes, handle objections as they come, and end by tying what they saw to their decision process and timeline. A feature tour shows what the product does; an outcome-led demo shows what it will do for them.
  2. 3.2Build a Business Case: Turn Outcomes Into Value a Buyer Can DefendA business case is how the buyer sells your deal internally. Build it from their own numbers: what the problem costs today, what fixing it saves or earns, and the payback. You don't invent ROI — you pull the buyer's numbers, sanity-check them with the champion, and write it up so anyone in the committee can defend the purchase. Value the buyer can defend is what turns a liked demo into an approved deal.
  3. 3.3Write a Sales Proposal the Buyer Can DefendA sales proposal's real job is to let the buyer say yes and defend it internally. Write it from their discovery: restate the problem and the agreed outcomes, the solution that delivers them, the value and business case, the terms and price, and a clear next step. It should read like a plan the champion wrote — so anyone in the committee can approve it without you in the room.
  4. 3.4After You Send the Proposal: Follow-Through That Keeps the Deal AliveA proposal doesn't sell itself — it dies in an inbox if you don't drive it. Agree on the next step and a review meeting before you send it, put a validity date on it, and follow up with purpose: confirm they got it, walk the committee through it, and push for a decision. The deal closes in the follow-through, not the send — and price pushback there is where negotiation begins.

Module 4 — Negotiation and the Close

5 lessons

Price, concessions and the final objections — then the ask. The AE is the closer — 5 lessons.

  1. 4.1Prepare for the Sales Negotiation: Value, Leverage, and Your Walk-AwayA sales negotiation is won before you sit down. Prepare the numbers you'll defend, your leverage and the buyer's alternatives, the things you can trade that cost you little, and your walk-away price — the line below which the deal isn't worth it. Walking in knowing your value and your floor is what lets you hold both without losing the deal.
  2. 4.2Final Objections Before the Close: The Last Hurdles to SignatureThe objections that appear right before signature feel new but are usually old ones resurfacing — a competitor reappears, a budget freezes, an internal doubter pipes up, or a champion goes quiet. Handle them by going back to the discovery and value you built, not by re-litigating the whole deal. Most last-minute objections are a plea for certainty; give it and the signature follows.
  3. 4.3Ask for the Close: Turning Agreement Into the Dotted LineClosing is a function you own, not a trick — as an AE, you're the closer. Too many reps do all the work and never make the ask, waiting for the buyer to volunteer a yes. Ask directly: 'if we get the terms right, are we ready to move forward?' Use trial closes to surface hidden objections, make the decision concrete, and then stay quiet and let them answer.
  4. 4.4Negotiating With Procurement: The Gatekeeper Who Gets the Deal DoneProcurement is the professional negotiator on the other side — they push on price, terms and process so you don't take advantage of their team. Winning there isn't out-toughing them; it's being their partner. Keep your champion close, trade concessions for value, get terms agreed before the final review, and never let procurement turn your deal into a bare price war.
  5. 4.5When the Deal Stalls Before It Signs: Keep It MovingA deal can stall after the verbal yes — legal sits on it, the champion goes quiet, or the paperwork drags. A stall isn't a no, but it's where deals quietly die. Prevent it by agreeing the timeline and next steps at the moment of the ask, then chase with purpose, not nagging. Keep your champion active, surface what's actually holding it up, and drive the signature to a date.

Module 5 — Pipeline, Forecast and Quota

4 lessons

Run a real book: honest pipeline, forecasting, and hitting a revenue quota — 4 lessons.

  1. 5.1Manage Your Territory: Run a Book Like an AEAs an AE you don't just close deals — you run a book: the deals in motion, the accounts you own, and the pipeline you're feeding for next quarter. A real book needs a rhythm: protect deep prospecting time, keep every open deal moving, review your pipeline weekly, and never let this quarter's closing starve next quarter's pipeline.
  2. 5.2Build a Weighted Pipeline: Stages, Next Steps, and No Dead DealsA real pipeline is a weighted view of every deal by stage, with a probability and a value attached — so you know what it's worth, not just what it looks like. Keep it honest: every deal has a stage, a next step and a date, and dead deals get qualified out instead of parked. A weighted pipeline is what makes forecasting and quota planning possible.
  3. 5.3Forecast Like an AE: Commit What You Can DefendA forecast is a promise you can defend. Separate what's in the pipeline from what's committed, and only put a deal in commit when you have the evidence — a buyer, a timeline, a signed step. Forecasting isn't about being optimistic or conservative; it's about being accurate, because your leadership runs the business on your number. Pad it and you lose credibility; sandbag it and you hide the truth.
  4. 5.4Hit Your Quota: Pace the Year to the NumberHitting quota isn't a month-three miracle — it's a number you pace. Break the year into a monthly rhythm, over-deliver early while the pipeline is healthy, protect your committed forecast, and know exactly which deals must close to land the number. Quota is hit by design, not by a desperate final month of discounting.

Module 6 — Getting Hired as an AE

6 lessons

Land the AE job — resume, interview answers, comp plan, and the certification assessment — 6 lessons.

  1. 6.1Account Executive Resume: Prove Deal Ownership, Not ActivityAn AE resume gets read by hiring managers who want proof you can own revenue, not a list of activity. Lead with outcomes and numbers: deals you helped close, pipeline that converted, discovery and negotiation you ran. Reposition your SDR history to show AE-adjacent ownership — not touches sent. Every line should answer: can this person carry a revenue quota and close?
  2. 6.2Account Executive Interview Questions: Answers From Real DealsAE interviews test whether you can think like someone who owns revenue. Expect questions like 'tell me about a deal you helped close,' discovery and objection scenarios, 'why do you want to be an AE,' and questions about your quota and pipeline. Answer with real deals and the STAR shape — situation, task, action, result — and always bring numbers.
  3. 6.3Win the AE Presentation Round: Mock Demo and Business CaseMany AE interviews include a presentation round — a mock demo, a business case, or 'sell me this.' It's a test of your discovery instincts and your ability to present value. Treat it like a real deal: ask discovery questions first, then present around the outcome you uncovered, not a feature dump. Structure it like the demos you'll actually run as an AE.
  4. 6.4Close the AE Interview: Follow Up and Move to an OfferA great interview doesn't close itself. Follow up within a day with a thank-you that restates your fit and a concrete reason you're the hire. Ask about next steps and a timeline, handle the reference check well, and keep momentum with every person in the loop. You're selling like an AE through the whole process — and that's what gets you the offer.
  5. 6.5Negotiate Your First AE Comp Plan: Close the Deal on YourselfYour first AE comp plan is the most important deal you'll close before you start. Understand it before you negotiate: base vs OTE, how reachable the quota is, the commission rate, the ramp, and any sign-on. Negotiate like an AE — anchor to value, trade for something real, and get every term in writing. Don't just chase the biggest number; chase the plan you can actually hit.
  6. 6.6The Account Executive Certification Assessment (CAE): How It Works and How to PassThe CAE is earned on one scored live call — the negotiation and close with the economic buyer. This is the assessment page: what it tests, how it's scored, the 3.0+ pass bar, and what passing earns.