Every sales team knows the struggle. SDRs hustling to hit their numbers, passing every opportunity they can. AEs pushing back, trying to avoid pipeline clutter that could tank their win rates. It’s the classic conflict: quantity versus quality.

I’ve seen this dynamic play out at nearly every company I’ve worked with. Recently, I watched an SDR and AE go back and forth over a lead. The SDR was adamant: “This is a qualified opp!” The AE, less convinced: “There’s no budget here. It’s not worth the forecast risk.”

Both had valid points. But the real issue wasn’t the lead itself. It was the lack of a clear, agreed-upon process for what “qualified” actually means. Sound familiar?

Here’s the truth: there’s no perfect system. But when you implement a structured, repeatable sales process, the tension doesn’t just ease—it transforms into productive collaboration. That’s when you see real results: smoother handoffs, stronger pipelines, and a sales team that’s truly aligned.

Why SDR-AE Alignment is a Revenue Driver

When SDRs and AEs work in sync, the results speak for themselves:

Better Pipeline Efficiency: Fewer unqualified leads mean less wasted time for AEs and better win rates.
Higher Conversion Rates: SDRs know how to qualify leads that truly match buyer intent.
Improved Team Morale: Both sides feel valued and supported, leading to less conflict and turnover.

Here’s what happens when you don’t align:

AEs spend hours vetting or rejecting unqualified leads instead of working on active deals.
SDRs feel undervalued, knowing their work isn’t translating to success.
Leadership struggles with unpredictable forecasts and missed targets.

The ROI of alignment is clear: higher revenue, stronger teams, and a more predictable sales engine.

Real-World Scenario: The SDR-AE Disconnect

Let’s break this down with an example.

Scenario:

An SDR books a meeting with a mid-sized manufacturing company. The contact is a mid-level manager interested in exploring your solution. Excited, the SDR passes the opportunity to the AE.

What Happens Next:

The AE discovers the company has no budget allocated for the project this year.
They decide to push the opportunity back, leaving the SDR frustrated and demotivated.

What went wrong here? It wasn’t about effort—it was about alignment. If the SDR-AE team had agreed on clear qualification criteria, this misstep could have been avoided.

The Fix:

Clear Playbook: A lead without budget doesn’t meet qualification criteria. The SDR would know this opp isn’t ready to pass.
Knowledge Sharing: The AE shares insights on budgeting cycles during team syncs, helping SDRs qualify better in the future.

How to Build a Playbook That Aligns SDRs and AEs

Building a sales playbook isn’t just about processes—it’s about fostering trust and collaboration. Here’s how to make it happen.

1. Define “Qualified” Together

Bring SDRs, AEs, and leadership into a room. No hierarchy, no judgment. Just one goal: creating a shared definition of “qualified.”

Include specific criteria: Every company is different. Gone are the days of BANT (Budget, Authority, Need, Timeline). You might use MEDDIC, CHAMP, ANUM, or something custom. Make sure you’re keeping in mind other factors, such as industry fit, company size, etc
Get input from both sides. AEs know what leads close. SDRs know what’s realistic during initial outreach.

Pro Tip: Role-play common lead scenarios to identify potential gaps or disagreements.

2. Align Incentives

Misaligned incentives are one of the biggest sources of friction. If SDRs are rewarded for sheer volume and AEs for win rates, you’re setting them up to compete, not collaborate.

What Works:

SDRs: Comp plans tied to pipeline contribution or opp progression (not just handoffs).
AEs: Metrics that reward effort on early-stage opportunities, encouraging them to give leads a chance.

Example: One company tied 20% of SDR bonuses to SQL-to-opportunity conversion rates. SDRs started focusing on lead quality, and AEs reported higher trust in the pipeline. The result? A 15% improvement in conversion rates.

3. Document the Process

A playbook is only as good as its accessibility. It should be easy to find, easy to use, and updated regularly.

Include:

Clear criteria for what makes a lead “qualified.”
SDR responsibilities before passing a lead (e.g., gathering key info).
AE expectations for follow-up on qualified leads.

Pro Tip: Host quarterly training to keep everyone aligned and ensure new hires understand the playbook.

4. Hold Everyone Accountable

This step is where most playbooks fail. Without accountability, even the best-defined process won’t stick.

Set expectations and track adherence:

SDRs: Are they consistently passing qualified leads?
AEs: Are they engaging leads promptly and giving feedback on rejections?

Create a culture where feedback is constructive, not punitive.

5. Iterate and Improve

Your sales process isn’t static. Markets change. Buyer behaviors evolve. What worked six months ago might not work now.

Schedule biannual reviews of your playbook:

Collect feedback from SDRs and AEs on what’s working and what isn’t.
Use pipeline data to spot trends (e.g., where leads are dropping off).
Update the playbook to reflect new insights.

Conclusion: Alignment = Results

The SDR-AE relationship doesn’t have to be a constant battle. With a clear process and mutual accountability, you can turn friction into fuel for growth.

Here’s what alignment delivers:

SDRs who feel empowered to contribute meaningful opportunities.
AEs who trust their pipeline and can focus on closing deals.
Leadership with predictable forecasts and stronger revenue performance.

It’s not about perfection—it’s about progress. When both sides work together, everyone wins.

FAQs About SDR-AE Alignment

Q: What’s the biggest obstacle to SDR-AE alignment?

Misaligned incentives. When SDRs are focused on volume and AEs on quality, it creates inevitable tension. Align comp plans to encourage collaboration.

Q: How do I handle rejected leads?

Create a feedback loop. AEs should provide constructive feedback when rejecting leads, so SDRs can refine their approach and avoid similar issues in the future.

Q: How often should we review our playbook?

At least twice a year. Regular updates keep the process relevant and help you adapt to changes in the market or sales strategy.

Q: What’s the ROI of SDR-AE alignment?

Aligned teams see improved conversion rates, stronger pipeline efficiency, and reduced turnover. For example, companies with clear sales processes report 15-20% higher win rates on average.

What SDR and AE Alignment Really Looks Like — And How To Create It