---
name: ae-playbook
description: "What an Account Executive reaches for in RBA Skills at each engagement phase — from pre-sales collateral through proposals, SOWs, and project close-out."
disciplines:
  - sales
  - business-development
tags:
  - playbook
  - role-guide
  - ae
author:
  name: Kassie Gibbons
  url: https://rba.com
---

# Account Executive Playbook

AEs own the client relationship from first contact through close and renewal. You lead sales conversations, manage proposals, shepherd SOWs to signature, and stay the relationship owner throughout delivery. This is the RBA Skills toolkit mapped to the way an AE actually works an opportunity.

## Pre-Sales — warm the prospect

| Reach for | Why |
|---|---|
| **case-study-writer** plugin (`case-study-draft`, `win-story-brief`) | Share a same-industry success story before the first call. |
| **sales-pursuit** plugin → `one-pager-builder` | Email attachments and event leave-behinds. |
| `rba-brand-voice` skill | Keep every outbound asset on-brand and in RBA's voice. |

## Sales — run the conversation

| Reach for | Why |
|---|---|
| **meeting-to-action** plugin (`meeting-transcript-parse`, `meeting-followup-draft`) | Recap the discovery call and send the follow-up the same day. |
| **sales-pursuit** → `capability-proposal-deck` | Visual presentation for prospect meetings. |
| **rfp-response-assistant** plugin (`rfp-shred`, `score-rfp-fit`, `draft-rfp-section`, `draft-executive-summary`) | Answer RFI/RFP questionnaires and assemble formal responses. |
| **sales-pursuit** → `rfi-response-writer` | Quick-turn vendor information requests. |
| **sales-pursuit** → `executive-briefing-writer` | Stay in front of clients between projects with relevant insights. |

## Estimating — size before you scope

| Reach for | Why |
|---|---|
| **estimate-sow-builder** → `build-estimate` | LOE before the SOW is written. |
| **estimate-sow-builder** → `risk-weight-estimate` | Defensible low/high range, never a single point. |
| **estimate-sow-builder** → `draft-sow` | T&M (staff aug) or fixed-fee (scoped) — pick the model before the conversation. |

## Create & Deliver — stay the relationship owner

| Reach for | Why |
|---|---|
| **project-management** → `budget-tracker-builder` | Visibility into project financials. |
| **estimate-sow-builder** → `change-order-builder` | Formal scope amendments. |
| **project-management** → `project-closure-report` | Close out — and set up the next conversation. |

## AE Tips

- **T&M vs. fixed-fee:** T&M = client leads, RBA augments. Fixed-fee = RBA leads a defined scope. Know which before the SOW conversation.
- **Always estimate before you scope.** `draft-sow` for fixed-fee expects an estimate to exist. Run `build-estimate` first.
- **Send the discovery summary the same day.** Prospects remember AEs who recap immediately.
- **Executive briefings compound.** One a month to your top 10 accounts keeps you top of mind without a cold call.
- **The closure report is your next sales conversation.** Use its "next steps" to brief yourself before the check-in.