Territory Design
Splitting the market so reps can win their part.
Workflow
Step 1Account Universe
ObjectiveDefine the full addressable set.
InputMarket, ICP
OutputAccount universe
Key activities
List accounts, apply ICP filters
Decision points
Who is in scope?
Tools: CRM, ApolloRoles: Sales ops
Success: Universe defined
Quality gate: Go: universe clear. Loop back: gaps.
Why it matters
- Bad territory design creates unequal reps and sandbagging. Balanced territories make the team's capacity productive.
Best practices
- Segment by opportunity, not just geography.
- Balance by capacity — quota should match patch.
- Assign the right rep to the right patch.
- Rebalance each year against results.
Common mistakes
- Geography-only territories ignoring opportunity.
- Uneven patches — one rep drowns, one coasts.
- Quotas set before the patch is defined.
Key questions
- What is each rep's realistic opportunity in their patch?
- Is the workload and quota fair?
Agents that drive this
Comp & QuotaPipeline Auditor
Tools we use · alternates in [ ]
HubSpot[ Salesforce, Pipedrive, Attio ]Metabase[ Looker Studio, Power BI, Grafana ]