Territory Planning
Dividing the world so every rep can win their part.
Workflow
Step 1Account Universe Definition
ObjectiveIdentify all accounts that could be assigned to territories
InputICP definition, market data, current customer list
OutputComprehensive account universe with fit scoring
Key activities
Identify potential accounts, score fit to ICP, estimate account value, segment by size/type
Decision points
How many accounts total? What's our total addressable?
Tools: Account databases, CRM, fit scoring toolsRoles: Sales operations (coordination), Sales leadership (feedback), Analytics (scoring)
Success: Complete account universe with fit scoring
Quality gate: Account universe documented with scoring
Why it matters
- Territory design determines whether your sales capacity converts into revenue or leaks into inequality and sandbagging.
Best practices
- Build territories from opportunity, not just geography.
- Match quota to the patch's potential.
- Assign the right rep to the right patch.
- Rebalance against results yearly.
Common mistakes
- Unbalanced patches that demotivate.
- Quota set before the patch is understood.
- Territories that never get rebalanced.
Key questions
- Is each rep's patch winnable and fair?
- Does the territory plan maximize coverage?
Agents that drive this
Comp & QuotaPipeline Auditor
Tools we use · alternates in [ ]
HubSpot[ Salesforce, Pipedrive, Attio ]Metabase[ Looker Studio, Power BI, Grafana ]