How to Set Account Executive Goals

08 November 2023

How to Set Account Executive Goals

Setting goals is an integral part of any professional journey. It provides a roadmap to success, a way to measure progress, and a source of motivation. For Account Executives, goal setting is especially important as it directly impacts the growth and profitability of the organization. In this comprehensive guide, we will explore how to set effective Account Executive goals.

Understanding the Role of an Account Executive

Before diving into the process of setting goals, it's crucial to understand the role of an Account Executive. An Account Executive acts as the bridge between the company and its clients. They are responsible for managing client relationships, identifying new business opportunities, and ensuring customer satisfaction. Their performance can significantly influence a company's revenue and reputation.

Given the critical nature of this role, setting clear and achievable goals is paramount. These goals should align with the company's objectives and provide a clear path for the Account Executive to contribute to the company's success.

Setting SMART Goals

One of the most effective ways to set goals is by using the SMART framework. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. This framework ensures that goals are clear, realistic, and tied to a specific timeline.

Let's break down each component of the SMART framework:

  1. Specific: Goals should be clear and specific. Instead of setting a vague goal like "increase sales," a specific goal could be "increase sales of product X by 15% in the next quarter."
  2. Measurable: Goals should be quantifiable. This allows for easy tracking of progress and provides a clear indication of when the goal has been achieved.
  3. Achievable: While it's important to set challenging goals, they should still be within the realm of possibility. Setting unattainable goals can lead to frustration and demotivation.
  4. Relevant: Goals should align with the company's overall objectives and the Account Executive's role and responsibilities.
  5. Time-bound: Goals should have a clear deadline. This creates a sense of urgency and provides a timeframe for measuring progress.

Types of Goals for Account Executives

There are several types of goals that Account Executives can set, depending on their role and responsibilities. Here are some examples:

Revenue Goals

Revenue goals are directly tied to the company's bottom line. These could include goals related to sales, upselling, or cross-selling. For instance, an Account Executive might set a goal to "increase sales of product X by 15% in the next quarter."

When setting revenue goals, it's important to consider factors like market conditions, competition, and the company's growth strategy. These factors can influence the achievability of the goal.

Client Retention Goals

Client retention is another critical area for Account Executives. High client retention rates indicate strong client relationships and high levels of customer satisfaction. A potential goal in this area could be "maintain a client retention rate of 90% over the next year."

When setting client retention goals, Account Executives should consider factors like client satisfaction, product or service quality, and the effectiveness of their client communication strategies.

New Business Goals

New business goals focus on acquiring new clients or expanding business with existing clients. An example of a new business goal could be "acquire 10 new clients in the next six months."

When setting new business goals, Account Executives should consider the company's growth strategy, market conditions, and their own networking and prospecting skills.

Tracking and Adjusting Goals

Setting goals is just the first step. It's equally important to track progress towards these goals and make adjustments as necessary. Regularly reviewing goals can help identify any challenges or obstacles and provide an opportunity to recalibrate if needed.

Account Executives can use various tools and techniques to track their goals. These could include CRM systems, sales dashboards, or even simple spreadsheets. The key is to have a system in place that allows for easy tracking and reporting of progress.


Setting effective Account Executive goals is a critical component of success in this role. By understanding the role of an Account Executive, using the SMART framework, setting various types of goals, and regularly tracking progress, Account Executives can significantly contribute to their company's success.

Remember, goal setting is not a one-time event but an ongoing process. It requires regular review and adjustment to ensure alignment with changing business objectives and market conditions. With the right approach, setting and achieving Account Executive goals can be a rewarding and fulfilling experience.

About the author
Arnaud Belinga
Arnaud Belinga
Arnaud Belinga is the Co-Founder & CEO at Breakcold. He talks about Sales CRM use, marketing & sales. He loves Surfing 🏄‍♂️ & Skateboarding 🛹️.
Try Breakcold!Ready to try a Sales CRM?