The goal of territory design is to optimize the results along one of three dimensions:

  1. Focused Account Consolidation (Customer driven)
  2. Workload Leveling (Activity driven)
  3. Territory Compression (Cost driven)

 

Before attempting to design or optimize your territories prioritize your desired outcomes.

 

Driver #1: Focused Account Consolidation

The main driver is a need for greater effectiveness by focusing on specific accounts or market segments that contain the best “opportunity” for your sales resources while accomplishing

 

  • Increased average transaction size
  • Increased conversion rate
  • Increased upsell/cross sell transactions
  • Increased share of wallet
  • Increased new customer acquisition
  • Protected relationships with high value customers

 

Driver #2: Workload Leveling

The main driver is a need for greater effectiveness by redefining territories to eliminate imbalances in account and opportunity distribution.  This situation presents itself after the merging of sales forces, disruptions in markets where committed sales resources are no longer needed, or years of consistent over achievement within a given territory.  This approach seeks to accomplish:  

 

  • Balanced performance across sales territories
  • Increased average transaction size
  • Increased number of deals per period
  • Greater quota attainment
  • More consistent market penetration rates

 

Driver #3: Territory Compression

The main driver is a need for greater cost efficiency by redefining territories to be geographically dense while accomplishing:

 

  • Lower travel expense
  • Increased selling time
  • Lower cost of sale
  • Higher activity rates
ABOUT THE AUTHOR

Aaron Bartels

Helps clients solve the most difficult challenges standing in the way of making their number.

He founded Sales Benchmark Index (SBI) with Greg Alexander and Mike Drapeau to help business to business (B2B) leaders make the number. The world’s most respected companies have put their trust in and hired SBI. SBI uses the benchmarking method to accelerate their rate of revenue growth. As an execution based firm, SBI drives field adoption and business results.

 

His clients describe him as a consultant who:

 

“Makes transformational impacts on me, my people and my business”

 

“Solves my most difficult problems that to date we have been unable to solve ourselves”

 

“Brings clarity to an environment of chaos”

 

“Has real world sales operations experience making him qualified to advise us on a variety of sales and marketing challenges”

 

“Is able to spot proven best practices that once implemented will make a material impact on my business”

 

“Constantly challenges status quo and compels us to act”

 

“Focuses on execution and driving change to stick in our environment”

 

“Makes good on his promises while enabling our business to realize his projected results”

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