Hiring the Right Account Executive in SaaS and the Tech Sector (2025 Guide)

SMB, Mid-Market, and Enterprise clients are still spending in 2025. That said, many SaaS and tech sector account executives are struggling to hit quota. Across multiple sources, projections suggest that 80–90% of reps will miss quota this year. Yes, that’s miss quota.

So, if your SaaS or tech business is hiring a new account executive (AE), what are the critical factors to consider? Below, we focus on objective criteria that top-performing companies in the tech sector prioritize when assessing sales talent. Of course, cultural fit and value alignment are also essential.

Here’s what our clients tell us they look for in their next SaaS account executive hire:

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1. Prospecting & Outreach

Why it matters: Great SaaS account executives don’t just manage pipeline — they create it. In competitive tech markets, AEs who generate net-new conversations stand out from those who rely solely on inbound leads or SDRs.

Assessment Areas

• Targeting and account research

• Personalized, multi-channel outreach

• Consistent pipeline creation

Sample Questions

• “Walk me through how you generate pipeline when leads are light.”

• “Tell me about a cold outreach that converted into a big deal.”

Traits to Look For

• Proactive, resourceful, creative communicator

• Comfortable with rejection

• Disciplined in coverage building

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2. Pipeline Discipline & Qualification

Why it matters: In SaaS sales, top account executives know how to qualify effectively and focus on winnable deals.

Assessment Areas

• Account prioritization

• Qualification rigor

• Forecasting accuracy

Sample Questions

• “Tell me about a time you walked away from a deal. What signals told you it wasn’t worth pursuing?”

• “How do you balance quick wins with long-term pipeline growth?”

Traits to Look For

• Structured, data-driven approach

• Confidence in disqualifying bad opportunities

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3. Customer-Centric Selling

Why it matters: High-performing AEs in the tech sector sell solutions, not just features. They connect SaaS products to measurable business outcomes.

Assessment Areas

• Discovery depth

• Linking product to ROI

• Consultative, challenger-style approach

Sample Questions

• “Walk me through your discovery process in a new SaaS account.”

• “Give an example of when you shifted a customer’s perspective during a sales cycle.”

Traits to Look For

• Curious, empathetic, consultative

• Strong storytelling ability

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4. Deal Strategy & Time Management

Why it matters: Successful SaaS account executives don’t let deals stall. They map buying groups, overcome objections, and keep momentum moving.

Assessment Areas

• Deal mapping and multi-threading

• Objection handling

• Next-step discipline

Sample Questions

• “Tell me about a deal you thought you’d lose but turned around.”

• “How do you ensure deals progress late in the cycle?”

Traits to Look For

• Strategic thinker

• Persistent but professional

• Process-driven

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5. Relationship Building & Influence

Why it matters: SaaS and tech sector deals often involve multiple stakeholders. Winning AEs inspire trust across the buying committee.

Assessment Areas

• Navigating complex buying groups

• Building executive-level credibility

• Cross-functional collaboration

Sample Questions

• “How did you win over a skeptical stakeholder in a deal?”

• “How do you engage executive buyers differently from users?”

Traits to Look For

• High EQ

• Influential communicator

• Trusted partner

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6. Resilience & Coachability

Why it matters: SaaS sales is competitive. The best account executives bounce back from rejection, embrace coaching, and adapt quickly.

Assessment Areas

• Handling setbacks

• Openness to feedback

• Agility under pressure

Sample Questions

• “Tell me about a big deal you lost. What did you learn?”

• “What’s the toughest feedback you’ve received, and how did you act on it?”

Traits to Look For

• Grit and persistence

• Growth mindset

• Self-awareness

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7. Use of Tools & Data

Why it matters: SaaS sales teams rely heavily on CRM, analytics, and AI. Top AEs are tech-savvy and data-driven.

Assessment Areas

• CRM hygiene and reporting

• Comfort with AI and sales enablement tools

• Using data for self-optimization

Sample Questions

• “How do you track and improve your conversion ratios?”

• “Tell me about a time when data changed your sales approach.”

Traits to Look For

• Organized and detail-oriented

• Comfortable with technology

• Analytical mindset

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8. Cultural Alignment

Why it matters: Even the best account executives fail if they don’t align with the company’s SaaS sales culture.

Assessment Areas

• Fit with company values

• Collaboration style

• Attitude toward teamwork vs. lone-wolf selling

Sample Questions

• “What kind of sales culture brings out your best performance?”

• “Tell me about a time you supported a teammate on a deal.”

Traits to Look For

• Team player

• Integrity and accountability

• Value alignment

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Candidate Scorecard (Suggested Weighting)

✅ Tip for SaaS hiring managers: Keep Prospecting and Customer-Centric Selling weighted highest where AEs own their funnel. If SDR/Marketing provides most pipeline, fold Prospecting into Pipeline Discipline instead.