The Account Executive (AE) is a key revenue driver in EdTech sales teams. While SDRs open doors and BDMs generate opportunities, AEs are responsible for turning these into signed deals.
In EdTech, where buying groups are complex, procurement cycles are long, and trust is essential, the AE plays a hybrid role: part deal-maker, part relationship-builder, part consultant.
Strong AEs combine deep stakeholder understanding with commercial precision. They manage momentum across long sales cycles, run product demos, negotiate terms, and align internal resources to close strategic partnerships.
Core Responsibilities
Typical AE responsibilities in EdTech include:
Opportunity Management
- Qualifying and progressing leads from SDRs, BDMs, or inbound sources
- Running stakeholder discovery and needs analysis
- Tailoring product demonstrations to different buyer personas
- Navigating objections and decision-making blockers
Deal Management
- Leading complex procurement processes
- Coordinating with legal, finance, IT, and compliance teams
- Building custom proposals and business cases
- Owning pricing strategy and contract negotiation
Forecasting and Reporting
- Maintaining accurate pipeline in CRM systems
- Providing forecast updates to sales leadership
- Tracking deal stage progression and identifying risk
Cross-functional Collaboration
- Working closely with Customer Success for smooth handovers
- Feeding market insights back to Product and Marketing
- Influencing positioning and messaging based on customer conversations
Internal Stakeholders
AEs typically collaborate with:
- SDRs and BDMs
- Sales Managers or VP Sales
- Product and Customer Success teams
- Legal and Procurement
- Founders or C-suite in early-stage companies
External Stakeholders
AEs engage with:
- Heads of Department
- Senior Leadership Teams (SLT), Principals, Deans
- Procurement officers
- IT and Data Protection leads
- MAT executives, district leaders, and Ministries
Building trust and navigating multiple layers of decision-making is central to the role.
Salary Benchmarks (USD / GBP / EUR)
United States
Base: $90,000 to $120,000
OTE: $140,000 to $200,000+
United Kingdom
Base: £55,000 to £75,000
OTE: £90,000 to £130,000
Europe
Base: €60,000 to €80,000
OTE: €90,000 to €140,000
Candidates with EdTech or public sector experience tend to command higher salaries due to shorter ramp times and established relationships.
A Day in the Life of an AE
Morning
- Pipeline review and strategy updates
- Preparing for demos and meetings
- Internal sales team check-ins
Midday
- Conducting demos and stakeholder calls
- Managing procurement or legal queries
- Engaging with BDMs or marketing colleagues
Afternoon
- Writing proposals
- Updating CRM and forecast
- Follow-ups and handover planning with Customer Success
Inbound vs Outbound AE Roles
Inbound AE Roles
- Handle deals from marketing or SDRs
- Work with high-intent leads
- Focus on conversion and speed
Outbound AE Roles
- Partner closely with BDMs to open and progress accounts
- Manage strategic, often complex sales cycles
- Typically focus on larger or longer-term deals
Many AEs in EdTech operate in hybrid models, balancing inbound and outbound activities.
Domestic vs International AE Work
Domestic AE Roles
- Familiarity with local curriculum and procurement systems
- Better rapport with local education professionals
- Quicker ramp and cultural alignment
International AE Roles
- Navigate MoE frameworks, global curriculums, and regional partners
- Work across time zones, pricing structures, and compliance challenges
- Require adaptability and strong cross-cultural communication
Common Backgrounds for EdTech AEs
From commercial roles:
- SDRs, BDMs, Account Managers, CSMs
- SaaS, publishing, or training backgrounds
From education sector:
- Former teachers, Heads of Year or Department
- University outreach, admissions, or instructional design
From adjacent sectors:
- Learning and development
- Education charities, policy groups, or public sector tech
Career Pathways
AEs may progress to Enterprise AE, Regional Lead, Head of Sales, or VP Sales roles.
Other common moves include:
- Partnerships and alliances
- Product marketing or strategy
- Customer Success or account management
Reporting Lines
AEs may report to:
- Sales Managers or VP Sales
- Founders or Directors in early-stage businesses
- Regional leaders in global organisations
Why the AE Role Matters in EdTech
AEs play a crucial role in turning intent into impact. They:
- Align internal resources with external needs
- Move opportunities through long and complex sales cycles
- Build trust with senior education stakeholders
- Translate commercial goals into sustainable partnerships
Without AEs, revenue growth stalls and procurement processes break down.
Success Metrics
Key performance indicators often include:
- Closed revenue
- Deal velocity and win rate
- Forecast accuracy
- Stakeholder coverage and engagement
- Procurement completion
- Pilot-to-deal conversion
In EdTech, additional metrics may focus on:
- Multi-stakeholder engagement
- Deal quality and documentation
- Strategic account expansion
Required Skills
Sales and commercial skills:
- Discovery and qualification
- Relationship-building and stakeholder navigation
- Objection handling and negotiation
- Forecasting and CRM discipline
Sector-specific knowledge:
- Understanding academic cycles and curriculum structures
- Awareness of safeguarding and compliance
- Ability to work within the pace and politics of education
Personal attributes:
- Strategic thinking
- Communication and resilience
- Curiosity and adaptability
Interview Questions for AE Candidates
- Walk us through a recent multi-stakeholder deal
- How do you adjust messaging for different education personas?
- How do you manage long sales cycles with limited information?
- What makes you a strong fit for the EdTech market?
- How do you maintain accurate forecasting?
How to Stand Out in AE Applications
- Share relevant insights on LinkedIn
- Map education stakeholders with clarity
- Show understanding of local and international procurement
- Quantify your impact in past roles
- Speak to trust, not just targets
Gender Representation in AE Roles
Commercial teams in EdTech, particularly at the AE level, remain male-dominated.
Bringing more women into these roles drives:
- Greater trust and empathy in multi-stakeholder sales
- Stronger team dynamics and communication
- Representation that reflects the predominantly female education workforce
RecruitHer actively supports female AEs ready to step into mid- and senior-level EdTech sales roles.
When to Ask for a Promotion
You may be ready to move to Enterprise AE or Sales Leadership when:
- You consistently meet or exceed targets
- You lead strategic deals or large accounts
- You support peers or mentor SDRs/BDMs
- You influence internal processes and GTM strategy
- You’re ready to lead, not just close
Common AEs challenges include:
- Long procurement timelines (3–12 months in many cases)
- Delays due to academic calendars, term times, and exam periods
- Multi-stakeholder approval processes
- Decision-making bottlenecks at MAT, local authority, or ministry level
- Repeated requalification due to staff turnover in schools
When should AEs expect to see results?
- In early-stage or outbound-led roles: 3–6 months before significant deals are likely to close
- In inbound-heavy roles at well-known companies: results may come quicker (within 1–3 months)
- For international or enterprise deals: 6–12 months is realistic for large contracts
Managing internal expectations is critical.
Many hiring managers, especially those new to the education and EdTech sectors, underestimate how slow-moving and trust-based EdTech sales can be.
Tips to manage stakeholder expectations:
- Agree upfront on realistic timeframes for revenue generation
- Report on leading indicators (meetings booked, pilots launched, stakeholder coverage) not just deals closed
- Share real examples of delays, challenges, or buyer behaviours
- Log every objection and delay in CRM to create visibility
- Request regular check-ins to review progress beyond revenue alone
AEs who succeed in EdTech are those who communicate clearly and consistently, not just externally, but internally too.
RecruitHer Advice to Hiring Managers
- Hire AEs with sector fluency, not just sales experience
- Value stakeholder sensitivity alongside commercial drive
- Prioritise trust builders who understand the education market
- Hire more women to reflect your customer base
- Test candidates with realistic sales scenarios
