Customer Education

Chapter 3: Territory Planning


  • There are a wide array of factors that our considered when deciding on new sales territories
  • Historically, as sales and sales ops leaders have gone through this process there was always a looming blindspot – which accounts had their teams truly engaged and which had been neglected
  • activity sync provides visibility
  • Look at accounts engaged over the past 12 months and understand meaningful engagement based on number of people, titles / personas, # sent emails, # inbound emails, # meetings
  • Identify unengaged accounts and re-assign or create new territory and assign new quota

Activity data – the missing link for effective territory planning

During territory planning, Sales and Sales Ops leaders use several different factors to weigh their decision, including:

  • Prior year performance
  • Growth targets
  • Overall revenue goals
  • Segmentation of sales force
  • Total addressable market (TAM)
  • Total # of reps/overlay roles

Even with these inputs, territory planning can still be a daunting task when leaders face looming blindspots around account-based performance and team engagement.

The problem typically starts with the CRM, as leaders rely on the data entered there to analyze account engagement. This approach’s success hinges on having the right quality and quantity of sales activity logged, something that almost every organization struggles against. That’s because manually entered data often lacks the details leaders need while anecdotes from reps (“trust me…”) are too subjective a measure to assess account engagement or identify untapped opportunities.

That’s where steps in. By tapping into rep’s inboxes and calendars, key details around account engagement, contacts involved, and activity types are automatically captured and verified before being synced back to the CRM.

With this level of visibility, leaders can quickly assess the health of their territories while also addressing questions like:

  • Are our top accounts getting the attention they need?
  • Are my reps putting all of their eggs in one basket?
  • Why haven’t we made traction in some of these high-priority accounts?
  • Are we talking to the right people/departments, or do we need to engage others?


Highly engaged accounts over past fiscal year 


Accounts with minimal engagement over past fiscal year 

Visibility into account engagement also opens the door for a conversation around capacity. When leaders have a better understanding of the types of activities reps are engaging in and how long those activities take, decisions around coverage or headcount can reflect real demand and position organizations to capture even more revenue from existing accounts than previously planned.

Reassign accounts that haven’t been touched