There’s a trend among larger software sales orgs to push their account executives to “farm” more from existing customers. Typically, it’s because they’re always chasing top-line growth and they want to have their top sellers (the hunters) squeeze everything they can out of existing logos.

But this is a double edged sword. It may cause sellers to take their eye off the ball of new logo acquisition.

Net-new Logos vs. Existing Customers.

The value of a dollar of ARR from a net new logo is worth more than an incremental dollar of ARR from an existing customer. (Feel free to debate.)

New logos are the foundation of your future growth and you want your hunters hunting.

(At the same time, you can’t lose sight of retention. And growth is growth.)

You can see below that ZoomInfo, Netsuite, Datadog, and Docusign are more traditional AE roles.

The AEs are tasked with hunting new logos. (This is across all divisions, some of the larger segment AEs will typically have a book including existing).

The other orgs listed — Okta, Salesforce, HubSpot, AWS — assign more of a hybrid role.

Make Sure a Role Meets Your Expectations

RepVue has started capturing this data at scale across all tech AEs, and we will see how the trend develops moving forward.

It’s really important to understand the structure of your territory as an AE before you join, and how compensation is treated for new logos versus existing upsells too.

What do you want to do, what do you excel at, and what are your expectations?