Template

Territory planning template

Decide who sells to whom next year: split accounts and regions fairly, match them to people's strengths, and set what each territory should bring in.

90 minutesFor Sales leadership, sales operations and financeAgenda room

Change the agenda first

The agenda, with a time for each part

What we learned from this year15 min
- Which territories were overloaded or starved?
The market, account by account20 min
- Where are the customers we want, and how much could each spend?
Drawing the territories25 min
- How do we split them so each is fair and worth working?
Matching people to territories15 min
- Who is best suited to which, and who moves?
Targets and what we tell the team15 min
- What should each territory bring in, and when do people hear?

How the notes read afterwards

A made-up example, so you can see the shape. In a real call each line carries the words that were said and who said them.

Learned. The north had twice the accounts of the south and half the win rate — too many to work.

Split. North in two; south gains the city's large accounts.

People. Lin moves to the new north-east; her current top five customers stay with her.

Targets. Within 10% of each other; announced to the team on the 1st.

Running it well

Balance by opportunity, not by count. Fifty small accounts and five large ones can be the same amount of work and money.
Move existing customers carefully. A customer handed to a new person loses the relationship they valued.
Tell people early and explain the reasoning. Territory changes announced the week before the year starts cost a quarter of selling.

Ways to change it

By industrySplit by type of customer instead of region when buyers in one industry want specialists.

Small teamForty-five minutes: who keeps which accounts, and who chases new ones where.

When to skip it. In the middle of a year, unless a territory is clearly broken.

Questions

What is territory planning?

Deciding how to divide customers and prospects among salespeople — by region, industry or size — so workloads and opportunities are fair and targets are realistic.

How do you design sales territories?

Estimate the opportunity in each group of accounts, balance opportunity and workload across territories, then match territories to people.

When should territory planning be done?

Before the start of the sales year, with enough time to tell the team and hand over accounts.

What happens in the room

Everybody joins from the link, with no account. The agenda sits beside the call and each item fills in with what was said about it, under the name of the person who said it.

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