AE self-sourcing isn't rocket science

AE self-sourcing isn't rocket science.

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If you, as a manager, don't talk about it. It won't happen. Period.

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Clara Johnson shared her thoughts on this from clients we’re currently working with.

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A big part of your job as a sales manager is accountability.

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Reps won't like it at first, but you have to start with the basics of time blocking.

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- When is the rep making time to outbound?

- Are they blocking enough time for outbound?

- Do they have a clear idea of where to spend their time?

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It starts here.

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If you're just getting started building AE self-sourcing into the culture, here's what I suggest:

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✅ 1) Rub shoulders.

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Front-line managers get in the pit with their AEs every week. Make calls together into tier-1 accounts and their toughest-to-reach prospects.

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✅ 2) Weekly get sh*t done sessions (GSDs).

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My best clients do 1-2 60-minute GSD sessions with their reps. They get on a call for an hour, pick a PG play, then execute together.

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✅ 3) Arm AEs with the right tools

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Too often I see a sales org with BDRs using a sales engagement platform, but the AEs have to outbound manually from their inbox. Give AEs the same access to sales engagement tools as you do for your SDRs & BDRs. You have ZERO accountability if you can’t measure outbound activity.

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✅ 4) Top-down involvement

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CRO and VP of Sales should participate in outbound efforts by giving public shout-outs in Slack for reps landing meetings through outbound. They should celebrate effort, share stories, and motivate the team.

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✅ 5) Data

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Get best-in-class email and phone data. You can’t expect AEs to make dials without access to solid email addresses & mobile numbers. TitanX is a great resource here.

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✅ 6) Enable front-line leaders

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Too often I see groups of front-line managers who don't know how to outbound. How could you possibly expect an AE to prioritize PG when you don't know how to teach it? Enable front-line leaders on how to incorporate PG into 1on1s, how to develop/coach reps, and how to outbound themselves.

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✅ 7) Prioritize low-hanging fruit

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Teach AEs how to use LinkedIn Sales Nav to stay on top of newly hired execs, job changes, previous clients moving to new accounts, etc. Make it easy to PG.

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✅ 8) Manage up or manage out

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Lastly, if you have reps who don't want to outbound—and they're not hitting target—you have to be willing to part ways. The team that got your org from point A to point B may not be the team that gets you to point C.

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~~~

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Creating a PG culture with AEs doesn't happen overnight. But hitting your number heading into 2026 won't be possible without it. Start now.

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Want to know how Marcus Chan generated $70M in new pipeline every week during his time as a Director of Sales?

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Join us tomorrow here.

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