Account Executive in EdTech in London & UK

Account Executives (AEs) are core to EdTech commercial success. In the UK market, especially in and around London, AEs sit at the intersection of long‑cycle sales, multi‑stakeholder engagement and strategic execution. Unlike short retail or SaaS cycles, selling into schools, local authorities, universities or national education systems requires patience, credibility and the ability to build trust over time. AEs are responsible for progressing opportunities from qualified interest to signed contracts, and that makes them not just revenue generators but also relationship stewards and strategic communicators within their organisations.

In practice, the AE role merges opportunity management, deal progression and cross‑team collaboration. AEs qualify leads, lead discovery conversations, tailor product demonstrations and negotiate contracts within complex procurement frameworks. They work with internal teams — from SDRs and Business Development Managers to Product, Marketing, Legal and Customer Success — to ensure momentum and alignment. Externally, they engage with heads of department, SLT, IT leads, procurement officers, ministry contacts and other decision makers. In education, where buying groups are often large and decision cycles are long, the ability to handle ambiguity and sustain stakeholders’ confidence is critical.

The modern AE role in EdTech is also shaped by where the role is based and how it operates. Many London‑based companies now offer hybrid or fully remote arrangements, recognising the shift in work culture post‑pandemic. AEs working remotely can thrive when they have strong digital communication skills, structured routines and autonomy to manage their calendars and CRM updates. Hybrid roles, common in London organisations, balance deep in‑office collaboration with flexibility. On‑site expectations are still prevalent in companies with intensive team collaboration or where regular stakeholder meetings are expected in person. Understanding the company’s culture — whether remote, hybrid or on‑site — matters when matching the hire to the environment.

Salary expectations vary by company origin and scale. In the UK, London‑based EdTech AEs typically see base salaries from approximately £55,000 to £75,000, with on‑target earnings (OTE) often ranging £90,000‑£130,000 depending on quota and experience. US‑headquartered companies hiring UK AEs, or London teams aligned to global functions, often offer OTE and structures that reflect broader enterprise practices; this can mean higher variable pay or international compensation schemes, though currency and tax considerations apply. Salaries can differ with size of company, product type and buying audience, but candidates with education sector experience often command higher offers.

The nature of EdTech sales also shapes how quickly you’ll start seeing results. In roles focused on inbound sales — where leads and demos are generated via marketing or events — early activity and conversions can occur within 1‑3 months of starting, particularly for smaller contracts or less complex procurements. In outbound or strategic enterprise roles, it can take 3‑6 months or more before deals land, and 6‑12 months is realistic for large institutional deals. Understanding these timelines helps both AEs and hiring managers align expectations beyond quota alone.

Managing expectations — both your own and those of hiring or line managers — is essential. Many leaders inadvertently benchmark EdTech sales against faster‑moving commercial markets. The reality is that early indicators like meetings booked, stakeholders engaged and pilots launched are often more meaningful than closed revenue in the first months. Consistent reporting against these leading indicators builds trust and demonstrates progress even when the larger deals are still in motion.

The challenges of the role include navigating academic calendars, term cycles and procurement windows, dealing with multiple decision makers and adapting messages across sectors (schools versus higher education, domestic versus international). Success is not just measured in closed revenue. It’s measured in trust, clarity and sustained movement through complex buying groups, and AEs who communicate clearly, document progress meticulously, and align internal partners are the ones who succeed.

Career progression for EdTech AEs typically leads into Enterprise AE, Regional Lead, Head of Sales or VP of Sales roles, with some moving laterally into strategic partnerships, product insight or customer success leadership. Recruiters and hiring leaders alike look for candidates who not only bring commercial skills but also demonstrate education sector fluency, cultural adaptability and stakeholder savvy.

In summary, being an AE in EdTech — especially in and around London — is as much about understanding the ecosystem you’re selling into as it is about sales technique. Whether working remotely, hybrid or on site, clear communication, expectation management and strategic focus are what distinguish standout performers. Understanding salary norms and realistic timelines for results helps both candidates and employers plan for sustainable growth.

‍