ae-playbook

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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.

Technical details

Source: Standalone resource
Author: Kassie Gibbons
Maturity: experimental
Security review: No security review
File: resources/ae-playbook.md

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