Account Executive versus Business Developer - More Than Just Titles

When it comes to assigning titles to sales roles, executives often pay little mind to the inference that corresponds with them. Yet, when a salesperson is handed her title, she immediately derives a message. There are a myriad of sales titles from which to select which means take a moment of pause to select the right one for the role in your company.

One very common sales title is account executive. The inference that corresponds with the account executive title is that the company has a well-defined strategy and process in place. In other words, this is a rank and file position whereby the salespeople are provided with an objective as well as a roadmap to achieve it. The one-word descriptor for the account executive is executor. Account executives execute the plan.

Another very common sales title is business developer. The inference this title conveys is that it is a very creative role. Process is rarely provided to business developers. What they get is an objective… and they are expected to chart the course to achieve it. When I hear business developer, I think Indiana Jones. "Here’s the treasure we want. Figure out how to go get it.” The one-word descriptor for this sales role is entrepreneur. The business developer creates the plan and executes it.

Before you assign a title to your sales role, take a look at your business needs. If you have a well-defined process, hire an account executive. Looking for entrepreneurship? Hire a business developer.

See you next time on the Sales Management Minute.