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B2B Sales

Hunter vs. Farmer

Hunter and farmer sales model
Definition
Hunter vs. farmer describes two sales roles: hunters win new customers, while farmers grow and retain existing accounts.

Hunters

Hunters focus on new business. They are comfortable with prospecting, rejection and short feedback loops, and are usually measured on new pipeline and new revenue.

Farmers

Farmers manage existing customers. They build long-term relationships, secure renewals and spot new opportunities within the account.

Choosing the right model

Smaller teams often combine both roles in one person, while scaling companies split them so each seller can specialise.

How VAEKST can help

Whether you need hunters, farmers or both, our B2B sales team plugs straight into your growth plan. Book a meeting to talk it through with one of our growth experts.

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Related terms

Account Executive

An Account Executive (AE) is a salesperson responsible for taking qualified opportunities through to a signed deal and owning the relationship with new customers.

Key Account Management

Key account management (KAM) is a strategic approach to managing your most valuable customers with dedicated resources, long-term plans and senior relationships.

Quota Attainment

Quota attainment is the percentage of a sales target that a salesperson or team actually achieves in a given period.
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