How an Account Executive Can Drive Sales Growth and Client Retention

A few years ago, I was working with a marketing technology company that had just signed several large accounts in quick succession. On paper, it was a big win. But behind the scenes, cracks were forming. Account handoffs from sales to delivery were rushed. Key client stakeholders were unclear on timelines, points of contact, or even what had been promised in the proposal. Project managers were juggling too many priorities, and client feedback, when it came, was reactive rather than proactive.

When a major account flagged dissatisfaction during a quarterly review, I recommended they bring in an experienced Account Executive; someone dedicated to managing these relationships day-to-day. We worked with leadership to scope the role clearly: a single point of contact who could coordinate internal teams, track deliverables, and proactively identify opportunities for upsell or improvement.

We then recruited a candidate with both client services expertise and deep knowledge of the industry's tech stack. Someone who could speak the client's language while streamlining internal workflows. 

Within six months, client satisfaction scores rose by 25%, churn dropped, and the team began receiving unsolicited referrals from happy customers. That experience reinforced my belief that a great Account Executive is a strategic partner who keeps clients engaged, informed, and confident in your business long after the contract is signed.

What an Account Executive Actually Does

An Account Executive is often mistaken for a purely sales-focused role, but in many organizations (especially in service-based industries) their true value lies in client management. They're the primary point of contact for clients after the initial agreement, ensuring deliverables are met, communication is clear, and expectations are consistently managed.

A strong AE knows the client's business inside and out. They anticipate needs before they're voiced, coordinate with internal teams to resolve issues quickly, and regularly check in to keep relationships strong. While they may identify opportunities for renewals or upsells, their focus is on maintaining trust and demonstrating value over the long term.

In short, they're the person who ensures a client doesn't just buy once, they stay, grow, and become an advocate for your company. And that's where the compounding value begins.

Why Every Growing Company Needs an AE

As companies scale, it's easy to focus heavily on bringing in new business and assume that existing clients will remain satisfied simply because the product or service is strong. But growth often introduces complexity (more accounts, larger teams, and competing priorities), which makes it harder to give each client the attention they expect.

An Account Executive solves this by owning the client relationship from onboarding through renewal. They ensure communication is proactive, deliverables are on track, and any concerns are addressed before they escalate. This role also serves as the bridge between the client and internal teams, translating needs into actionable plans and making sure no details are lost along the way.

I've seen companies lose major accounts. Not because of poor work, but because the client felt overlooked. By contrast, when a dedicated AE is in place, clients stay longer, spend more, and are far more likely to refer new business. In a competitive market, that consistency is a serious advantage.

Core Responsibilities of a High-Performing Account Executive

1. Client onboarding and relationship building

The AE establishes trust from day one by guiding clients through the onboarding process, setting expectations, and introducing them to the right internal contacts. This early relationship-building lays the foundation for long-term success.

2. Ongoing account management

They serve as the client's go-to contact, ensuring deliverables are on schedule and any issues are resolved quickly. This includes regular check-ins, progress updates, and proactive communication to prevent misunderstandings.

3. Strategic account growth

While sales may not be the primary focus, a high-performing AE identifies opportunities to expand the client relationship, whether that's through renewals, upsells, or cross-sells, always aligning recommendations with the client's actual needs and goals.

4. Internal coordination and advocacy

The AE acts as the client's voice within the organization, ensuring internal teams understand priorities and that work delivered matches what was promised. They also help teams anticipate future needs based on their ongoing knowledge of the client's business.

5. Client health monitoring

By tracking satisfaction metrics, usage patterns, and engagement levels, the AE can spot early signs of dissatisfaction and take corrective action before they affect retention.

When these responsibilities are handled well, the Account Executive becomes an indispensable partner. One who drives retention, strengthens relationships, and keeps clients engaged over the long term.

Considerations for Hiring an Account Executive

• Role definition and fit for your business model: Not every organization defines "Account Executive" the same way. In some, it's a sales-heavy position; in others, it's almost entirely client management. Before hiring, clarify whether your AE will own new business coming in, manage existing accounts, or a combination of both. This ensures you recruit someone with the right skill set and expectations from the start. 
• Compensation structure and incentives: For client-focused AEs, compensation should reward retention and client satisfaction just as much as revenue growth. Consider a mix of base salary with performance bonuses tied to renewals, upsells, and satisfaction scores. This keeps priorities balanced between selling and serving. 
• Skills and experience to prioritize: Look for candidates with a proven background in client relationship management within your industry or a similar one. Strong communication skills, empathy, and organizational discipline are must-haves, along with the ability to navigate complex internal and client-side dynamics. 
• Onboarding and ramp expectations: Even seasoned AEs need time to learn your product, processes, and client base. Create a structured onboarding plan with milestones that cover relationship introductions, process adoption, and initial client reviews. This sets the stage for consistent delivery and satisfaction.

Risk Mitigation During AE Hiring

• Balancing relationship skills with business acumen: A personable hire who can build rapport is valuable, but without the ability to understand client objectives and connect them to your business goals, they won't deliver long-term results. During hiring, assess for both empathy and strategic thinking to ensure they can manage relationships while driving mutual value. 
• Ensuring cultural and communication alignment: An AE will be the face of your company to your clients, so cultural alignment matters. Misalignment can erode trust quickly, both internally and externally. Look for candidates whose communication style matches your company's tone and whose values align with your approach to client relationships. 
• Establishing clear performance metrics early: Without defined benchmarks, it's hard to know if an AE is truly performing. Set early metrics such as client retention rate, satisfaction scores, average response times, and account growth. This allows you to spot performance gaps quickly and provide targeted support before issues become critical.

How This Role Fits Into Your Wider Hiring Strategy

An Account Executive isn't an isolated hire; they're a critical link between client success, operations, and leadership. By adding a dedicated AE, you create a single point of accountability for the client relationship, which strengthens both service delivery and internal collaboration.

• Reinforces client success: Ensures clients feel heard, valued, and supported throughout their lifecycle.
• Supports operational efficiency: Translates client needs into actionable requests for internal teams, reducing rework and miscommunication.
• Drives long-term revenue stability: Improves retention rates, which is often more cost-effective than chasing new business.
• Frees leadership capacity: Allows founders or senior managers to focus on strategy instead of daily account oversight.
• Enhances brand reputation: Builds client advocacy through consistent, proactive relationship management.

Strengthening Client Relationships: Final Thoughts

A skilled Account Executive can be the difference between a client who simply renews and one who becomes a long-term advocate for your brand. By dedicating a role to proactive relationship management, you ensure clients receive consistent communication, timely support, and a clear sense that their success is your priority. This focus doesn't just protect existing revenue; it creates a foundation for sustainable growth through referrals, upsells, and positive word-of-mouth. 

But finding an Account Executive who excels at client management requires more than scanning resumes; it's about identifying someone who can navigate complex relationships, align with your company culture, and deliver consistent results. A recruitment agency like Somewhere can help by tapping into networks of professionals who aren't actively job hunting but have the skills and track record you need.

Beyond simply sourcing candidates, we can help you define the role clearly, set competitive compensation tied to retention and satisfaction metrics, and assess for the soft skills that make an AE truly effective. This not only speeds up the hiring process but also reduces the risk of costly turnover. 

If you're ready to partner up with us and secure an AE who not only strengthens client relationships from the first interaction but also sustains them over the long term, fill out the contact form below to get in touch.