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March 2, 2023

Sales Territory Mapping: How to Design and Implement Your Plan

Sales territory mapping is the process of defining geographic areas and assigning them to sales representatives or teams. This allows for more efficient and effective management of sales resources, as well as better alignment with customer needs and market opportunities.

By dividing territories based on factors such as geography, customer demographics, and revenue potential, sales teams can create a more strategic and effective approach to selling. This leads to increased productivity, better forecasting, and ultimately, higher revenue growth.

Sales territory planning typically involves analyzing market data and trends to determine the best way to divide a geographic region into smaller, manageable territories. This may involve looking at factors such as population density, customer demographics, competition, and other relevant data points.

Once territories have been established, sales representatives are assigned to each territory and given clear goals, targets, and expectations. The sales team is then responsible for managing relationships with the customers and prospects within their assigned territory, working to drive revenue growth and achieve their sales targets.

Common challenges of territory mapping

Sales territory mapping can be challenging due to various factors such as:

Size of the territory: Mapping large territories can be complex and require more detailed analysis to ensure that they are balanced.

Customer density: Sales territories must be designed to take into account the density of customers in the region. This can be challenging as it requires an understanding of the market and customer behavior.

Sales team preferences: Salespeople may have preferences for specific territories, which may not be aligned with the organization's goals.

Data availability: Mapping territories requires access to accurate and up-to-date data, which may not always be readily available.

Technology limitations: Some mapping tools may be limited in their functionality or may not integrate well with other systems used by the organization.

On top of all of that, fluid market conditions mean that sales territories can change at any given moment. Sales territory maps may become outdated due to new competitors entering the market, changes in customer preferences or new data becoming available.

Solving sales territory mapping challenges with technology

This places additional pressure on selecting the right technology to keep up with these sorts of demands. The right type of routing software includes features such as

Teams: Sales reps should be grouped together into different segments based on geography, products sold, industries served or company size.

Rules: New leads should be matched to the appropriate team based on a set of well-defined conditions aligned with the sales team segment.

Routing: It is important to balance the number of leads assigned to the sales reps within a team with different options such as round-robin or weighting.

Capping: In order to respond to new leads in a timely manner, they should be assigned to sales reps based on their capacity, or the number of leads they are already working with.

Time off: Everyone needs some time off, but you would not want a lead to be assigned to a sales rep while they are away and unable to respond to new leads.

Software like Distributely can help organizations improve sales performance, reduce costs, and improve overall efficiency with effective sales territory planning and management  By optimizing territories and ensuring that sales representatives have the resources and support they need to be successful, organizations can increase revenue and drive growth over the long term.

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Guido Bartolacci

Guido is Head of Product and Growth Strategy for New Breed. He specializes in running in-depth demand generation programs internally while assisting account managers in running them for our clients.


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