sales territory business plan template

The Best Free Business Plan Template For Individual Sales Reps

Published: August 14, 2023

Working in sales is challenging at times, and after a while, you may begin to feel fatigued or experience low motivation. Drafting a strategy using a sales business plan template can be just the thing to help refocus your goals.

As a sales rep or account executive , a business plan requires you to think about your efforts from a high level. Who are you targeting? What are your performance goals? How do you plan to achieve them? Not only will a high-level view of your audience and goals help you meet and exceed them, but it might even help you climb the sales career ladder .

Next, I'll share the key elements of a sales business plan as well as provide templates to help get you started.

Sales Business Plan Layout

Free business plan template, the sales plan.

• Individual Business Plan Examples
• High-Level Review
• Tactics and Actions
• Key Performance Indicators (KPIs)
• Sales and Marketing Alignment
• Obstacles to Success
• Personal and Professional Development

Fill out this form to access your template.

Before writing your plan, doing a bit of work prior to getting started with a template will help you better organize the information you'll need to include. Here's a roadmap to help you brainstorm:

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I’ve found it easiest to start with the end in mind and work backward from there. Naturally, your goals will include your company’s expectations (i.e., quota), but why not go even further?

Be more specific. What do you want to achieve?

A promotion? A certain level of income? A certain number of conversions per month? X number of new clients acquired over the year? How about increasing your average deal size? Whatever it is, put it down in writing and build a plan to get yourself there.

It’s powerful to write down our goals. One year, I decided to write five goals on the whiteboard in my office. At year-end, I had hit four of them, including finally buying the classic car I have had my eye on for 30 years.

2. High-Level Review

Got your goals on hand? Great. Now take a few minutes to ponder the strategies you pursued previously. Which ones worked well and made sense to incorporate again this year? And which didn’t work at all and either need to be adjusted or scrapped altogether?

This review will be your guidepost as you create a strategy and action plan. Be honest with yourself during this reflection. Consider asking for feedback from managers, peers, and clients. You might even seek feedback from prospects who didn’t end up buying from you. What can you do better? Was there anything about your sales tactics that put them off ? Why did they choose a competitor over you?

If this all sounds vague, take a numbers approach to this review. Instead of reviewing your sales strategies , review how your numbers fared throughout the year — revenue generated, number of meetings, number of proposals, number of demos, close rate, and so on. (Your review will be even more telling and powerful if you combine that qualitative review with a quantitative one.)

3. A Strategy

Once you have articulated what you want to achieve, here are the next logical questions to ask:

• How will you do better to reach your goals?
• What new markets will you approach?
• Which customers and prospects will you target?
• How will you frame the sales conversation or sharpen your sales story?
• What new things will you try on the phone, online, or face-to-face?

See that review that we did in that last step? This is where it’ll come in handy. Having a clear idea of what worked and what didn’t will tell you what you should keep or remove from your new strategy. For example, if last year you sent follow-up emails three days after a demo, you could try sending follow-up emails two days this time. This is one of the tactics you could use.

That brings me to my next point. After creating a strategy, it’s time to come up with some tactics and take action.

4. Tactics and Actions

This section is critical because sales is a verb (it may not be in the dictionary, but in my book, it is).

The most well-intentioned goals and the soundest strategies mean nothing if you don’t know what steps to take to achieve them. So for this section of your plan, ask yourself, "What activities am I going to commit to?"

For example, you’ll have X number of face-to-face conversations per month or make Y prospecting calls per week. Whatever the activities are, they should drive what ends up on your calendar on a daily or weekly basis.

Let's say your goal is to make more sales in a shorter time. Include the resources and tools you'll use to achieve that goal in your business plan. In this case, one option would be to use a CRM database to help you keep track of your prospects and eliminate manual data entry (e.g., logging emails and calls), ultimately increasing your efficiency.

5. Key Performance Indicators (KPIs)

Action is action, but if there’s no way to measure its success, you won’t know what worked and what didn’t. You’ll therefore want to put metrics in place to monitor your progress. I recommend setting target numbers for the following KPIs:

• Raw number of deals closed
• Close ratio
• Revenue per account
• Customer retention rate
• Calls and emails
• Quotes or proposals

Remember, set a target number for each of these metrics. That way, you have something to reach toward. You can manually keep track of this information or use dedicated sales software . Or you can ask your manager to give you the performance data.

6. Sales and Marketing Alignment

You know what you want to do, how you’re going to do it, and which metrics you want to track. As you carry out your strategy, be sure to align your efforts with the efforts of your company’s marketing team.

Aligning your sales plan with a whole other department may sound over-the-top, but hear me out: sales teams depend on marketing teams to deliver leads. Even when you’re prospecting, marketing has likely identified the types of companies — and the best job titles — you should use for outreach.

When those leads get to your desk, it’s time to sell to them in a way that continues the nurturing process that marketing started. Say the lead was acquired when they downloaded an ebook on how to improve their productivity. When that lead gets assigned to you, propose your company’s product as a solution. Don’t try to sell it as if you don’t know the person and why they’re there.

It’s helpful to have a CRM that keeps track of your leads’ marketing-related activity. That way, you know which pages they’ve visited, what they’ve downloaded, and whether they’ve reached out to your company before. When carrying out your sales strategy, do so in a way that can fulfill the promises extended by marketing. Take a look at the content on your website, your company’s slogan, and your buyer personas . Use this information to create the perfect pitch.

After, connect with the marketing team to let them know whether that was a good lead or whether the buyer personas and the content on the website need adjustment. If your team does not meet regularly with marketing, bring the issue to your manager. Marketing and sales alignment is critical for your plan’s success.

But there are other obstacles to look out for, too — and you must have them.

7. Obstacles to Success

This is a unique addition I haven’t seen in many plans, but I think it’s an important component. This is where you lay out what could prevent you from reaching your goals and highlight areas where you might need some help. The truth is that you likely know what will get in the way of your success. So instead of using these obstacles as excuses later, point them out at the beginning.

Think carefully: What obstacles will keep you from succeeding?

Do you need new tools or different technology? More flexibility? Better internal support? Put it down in writing now. That way, when you present your plan to your manager (and I strongly encourage you to present your plan to your manager and maybe even a few peers), you give them a chance to support you.

They can either remove the obstacle or tell you it can't be removed in the short term. Either way, it’s in your best interest to declare these potential pitfalls now so that they’re not excuses down the road.

8. Personal and Professional Development

This is another important aspect of the business plan that's often overlooked. I regularly see salespeople fail because they’ve stopped learning and growing.

Many have become stale. Others are bored and ineffective from deploying the same techniques year after year. You wouldn’t go to a doctor that didn’t read medical journals and was treating patients with the same protocol he used twenty years ago, would you?

So commit to growing as a sales professional this year. What are you going to do to grow in your career?

What conferences are you going to attend? Which books are you going to read? Which sales blogs will you follow?

Now, once you have the layout for your sales business plan solidified, you must do two things:

• Get it down on paper - You’re more likely to achieve goals if you write them down. Just trust me on that.
• Get more specific - Using an actual business plan template can prompt you to think deeper about your motivation and action plan.

Below is a free business plan template you can use to get started.

Start building your business plan with this free template.

Featured Resource: Free Business Plan Template

Click Here to Download the Template

Your goal is to think like a business. I’ll teach you how to adapt each section of this general business plan to fit your role as a sales representative.

Business Plan Sections Explained

1. the business opportunity.

The business opportunity is an overview of why you’re doing what you’re doing, who you’re doing it for, and what you hope to achieve. Include your mission statement as a sales representative and why you’re working with the leads and accounts you chose.

In a typical business plan, this section is called an executive summary and highlights the most crucial information for readers. This means you can get creative and inspirational with it, summarizing the information that will motivate you most.

2. Company Description

The company description can refer to the organization(s) you sell for, or you can consider yourself the business being described. Because this is a personal document, choose the format that will most benefit you.

Keep in mind that there are a few elements to include in this section:

3. Company Purpose

This is a short description of the business, providing a high-level overview of who they are, what they offer, and who they offer it to. You might consider creating multiple purposes if you sell on behalf of more than one organization or outlining your purpose as a salesperson.

4. Mission Statement

A mission statement is a formal summary of the aims and values of an organization. If you’re making multiple company descriptions, include one for each organization. You can also include a personal mission statement for why you’ve chosen this organization and how you plan to support their success.

For example, say I’m a sales rep for an editorial company. My mission statement might be “to reach out to writers suffering from imposter syndrome and encourage them to consider editorial help so they can publish with confidence … and inspire future writers who dream of doing the same.”

5. Core Values

Use the core values for the organization(s) you work for, why you chose them, and how they will manifest in your interactions with prospects. For example, HubSpot’s values are humility, empathy, adaptability, remarkableness, and transparency.

If your organization doesn’t have clear core values defined, feel free to come up with your own that will serve as your modus operandi. Three to five values are what you want to have.

6. Product & Service Lines

This section will include:

• Product or service offerings - What are the lines you’re trying to sell, and what functionality does each have?
• Pricing model - How much does each product or service cost prospects, how much commission do you make for each sale, and what parameters do you have for discounts or special deals?

Outline this information in an easy-to-scan table.

In a typical business plan, this would manifest as an overview of the company and all the key leadership roles. However, the most relevant information could be key contacts at your company or companies you sell to, including your sales and marketing contacts (if applicable). If you’re filling out the template to create your sales plan, you’d simply include yourself.

8. Industry Analysis

In this section, you’ll take a look at the state of the industry, including your company’s competitors and your prospect’s competitors. You’ll ask:

• Is the market in growth or decline?
• Who are your competitors?
• What edge do they have over your product?
• How can you get your prospects to buy into the product you’re selling instead?

Your sales manager might already have answers for you or relay new information as it becomes available.

If you’re filling out a business plan to understand your prospects, you’ll want to answer similar questions:

• Who are their competitors?
• What challenges are they looking to solve?
• Is their industry in decline, and if so, can your product help them grow during this decline?

9. Target Market

This will manifest in your business plan as an overview or outline of whom you’re targeting, including general demographics and psychographics. You might want to include:

• Business title
• Location and language
• Pains or problems they're looking to solve

Consider consolidating this information and creating dedicated buyer personas .

10. Buyer Personas

Buyer personas are fictional representations of individuals within your target market. The best practice is to create a buyer persona for each “type” of customer you serve. You can do so using HubSpot’s Make My Persona tool and exporting the information into your business plan.

If you’re filling out the template for a prospect, come up with a buyer persona for the target audience they serve.

11. Location Analysis

Where is the geographic location of your target market? Explain why you’ve chosen the location and the benefits of it. Do the same for your prospects and customers if you’re using the template for them.

Here’s a template you can use:

[Organization name] serves [Location] because [reason]. We found that one of the key drivers of a successful acquisition is [key element], which means our target buyers tend to be in [more specific location descriptor]. We plan to tap into this market by [method].

This might manifest as something like:

“Editorial Company serves authors throughout the United States because editorial work can be done online with virtual meetings and file sharing. We found that one of the key drivers of a successful acquisition is participation in online writing groups, which means our target buyers tend to be active in social media circles. We plan to tap into this market with inbound marketing.”

12. Implementation Timeline

In this section, a business typically specifies how long it will take for its operation to be up and running. They take logistics, partnerships, and other operational elements into account. For your sales plan, you might specify an implementation timeline for various checkpoints, including software adoption, sales-marketing meetings, and more.

Say you told your sales manager you need sales software to keep track of the KPIs you identified earlier. You should take into account the time it will take for that CRM to be purchased and distributed to your team.

If you’re filling out the template to understand a prospect, consider laying out a timeline that specifies when they’ll buy the product, when you’re to follow up with them, and so on.

13. Marketing Plan

If your organization is an inbound sales organization with a marketing department, you might include your marketing and sales service-level agreement (SLA) in this section.

On the other hand, if you’re responsible for cold outreach and prospecting, this section might be helpful to complete on your own. The elements you’ll need to consider are:

Positioning Strategy

• How is this product or service unique and unbeatable compared to its competitors?
• Why are potential buyers going to be interested in the product or service?
• How will you address the buyer persona’s biggest challenges and goals?

Acquisition Channels

• What are your main lead acquisition channels (e.g., search engine marketing, event marketing, blogging, paid advertising, etc.)?
• What do you plan to prioritize this year for lead acquisition?

Tools and Technology

• What tools or systems are you equipped with (e.g., CMS , marketing automation software , etc.)?

14. Financial Considerations and Funding Required

This section is likely more suited for sales reps who are commission-only. You’ll want to consider how much financial collateral will be your responsibility as you sell for the organization. You’ll want to outline:

• Startup costs
• Sales forecasts
• When you'll break even
• Profit and loss projections

These things can be estimated and calculated in Excel and then imported into the template. There’s also a section on the funding required, but you won’t need to fill it out as an individual sales representative. And since your prospects have already secured funding or are established firms, you won’t need to fill this out to understand their business.

Now, finally, we’ve reached the sales plan. This will be done in a separate worksheet — a Google Doc or Word document that you can continue to edit as you evolve in your sales role. You will likely be able to draw on your experience to outline the following:

Sales Methodology

• How will you reach and engage with new leads?
• Are you pursuing an inbound or outbound sales strategy?
• Why does your prospecting strategy make sense for your business?

Sales Organization Structure

• Who do you report to within the organization?
• Is there a marketing department and existing SLA between the departments?
• How are leads qualified?

Sales Channels

• What are your main customer acquisition channels (e.g., online purchasing, through a rep, on location, via email, etc.)?
• What tools or systems are you equipped with (e.g., CMS, live chat , etc.)?

We've covered the different parts of a sales reps' business plan, but what does one of these plans actually look like? Here are five amazing examples of individual business plans for sales reps.

Individual Business Plan Examples for Sales Reps

1. individual development plan.

Image Source

An individual development plan (IDP) is a document that you would make to identify your goals and objectives to your employer. After identifying your goals, ensure that your objectives follow the SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goal framework. Lastly, for each action, assign a target date. While it does not need to be a specific day of the year, set your timeline by quarters of the year — as seen in the above example.

In addition to the long-term and short-term goals that the above example from Simplicable demonstrates, the resources required section is another useful component of the individual development plan. It directly informs your employer that you require support to achieve the goals and objectives that will ultimately benefit the entire company.

2. Medical Sales Business Plan

Automotive sales business plans are slightly more challenging than other business plans because there are a lot of factors to consider. When building your plan, you need to start with an analysis. It includes an analysis of your company, industry, customers, and competitors.

Once you have included in-depth analysis, focus on demonstrating your ideas with the four Ps of marketing . The four Ps of marketing are product, price, place, and promotion.

First, outline your focus products. Second, discuss price. You can include current pricing and any proposed changes. Further analysis would include how these prices stack up against competitors and how they affect your customers.

Third, concentrate on your location. This information should detail how your location either adds or decreases traffic and propose solutions for the latter. Lastly, recommend promotions. In the automotive industry, customers are always looking for the best deal.

You also have to be very visible with your marketing. Possibly one of the most important sections of your automotive sales business template, include a detailed course of action for promotional ideas and plans.

4. Territory Business Plan

A territory business plan should cover your sales territory. Historically, sales territory is the division of geographical regions for assignments to sales representatives. These representatives are responsible for all customers or clients within that area. This template from Slide Team is for convenience stores, but it can be adapted to suit your business type.

Now, industry, sales potential, and customer type affect territory business planning. An example of customer type is focusing your territory planning on individuals with the same median income. Instead of using geography, this alternative can lead to more strategic success.

When creating a territory business plan, you want to start by analyzing your business goals and objectives. As you build your plan, include an analysis of your prospects and a SWOT analysis . It’s a planning technique that identifies strengths, weaknesses, opportunities, and threats. This information will allow you to propose strategies for sales territories and devise an action plan.

5. Quarterly Business Plan

Creating a business plan for an entire year can be too complex. By separating the year into quarters, you can make your business strategy more actionable. Quarterly business planning is when you set goals and objectives and measure performance after each quarter. Typically, the year segments into Quarter 1 (January 1 to March 31), Quarter 2 (April 1 to June 30), Quarter 3 (July 1 to September 30), and Quarter 4 (October 1 to December 31).

Quarterly business planning focuses on short-term goals that ultimately help fulfill any long-term goals. Your quarterly business plan should include your focus areas, metrics for determining success, and your action plan.

Crush Your Sales Goals with a Business and Sales Plan

With the plan I’ve shared, you'll be prepared to take on any goal or challenge in your career. Consider it a gift to yourself that keeps on giving. Use your plan like a living document, review it weekly, and make tweaks as necessary along the way. Let it dictate what makes it onto your calendar. At year-end, you will be amazed at what you accomplished and thankful you invested the time to do this now.

Editor's note: This post was originally published in May 2020 and has been updated for comprehensiveness.

Don't forget to share this post!

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How to create an effective sales territory plan in 6 steps

Some experts say that the secret to sales success is a combination of skill, perseverance, and a good sales conversation starter . And they’re right—those are all important attributes for salespeople. But it overlooks what is possibly the most important factor in sales success—which happens before a meeting is even booked: your sales territory plan. 

If you’re running a small business , you may wonder why you need a sales territory plan. After all, it sounds complicated—something for bigger, more sophisticated organizations.

But think of that plan as the important strategic groundwork that’s going to help you reach your sales goals. The good news is that yours doesn’t need to be complicated. And we’re here to help you create one, headache-free, for your small business or team.  

Let’s break it down. In this post we’ll cover: 

• What a sales territory plan is
• 4 reasons why you need one

How to create a sales territory plan in 6 steps

• Essential tools for creating the plan

Up your sales game and close more deals with these free cold outreach scripts. ☎️

What is a sales territory plan?

Basically, it’s your strategy for how your team will target and approach prospects, leads, and existing customers to close more deals. Before you jump into your fancy sales territory mapping software , you need a battle plan:

An example of a sales territory plan from Adaptive Insights that shows things like which sales reps (and how many reps) you need, how many accounts you want to win per year, and more.

Traditionally—and as its name tells you—the sales territory plan was defined by geography. Salespeople would focus on prospects within a specific area only. 

Today’s level of connectivity has changed that. You can now optimize your sales territory plan and target your leads by industry, business size, deal potential, and role too. Which, as you might guess, is much more effective than using geography alone. 

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4 reasons why even small businesses need a sales territory plan

You’d never walk into a sales meeting with a prospect without having done a decent amount of prep work. Creating a sales territory plan should be no different. Here’s why. 

1. It helps you target specific industries, regions, opportunities, and customers

Instead of targeting customers geographically, you can now segment opportunities by industry, opportunity, role, business size, business type, and others. This allows you to focus on meeting specific customer needs and target prospects that are most likely to buy, rather than simply playing a numbers game by trying to cover the most ground. 

2. It aligns your sales team with your prospects

Every salesperson on your team will have a different set of strengths based on their experience—and effective teamwork is the key to making this work. For example, some reps may have lots of experience selling to a specific demographic, whereas others are experts in certain industries or types of products. Being able to align their efforts with a customer’s industry or specific needs means they’re going to close more deals than taking the spray-and-pray approach.

3. It empowers you to set realistic goals, track progress, and optimize your strategy

Having the latest Bluetooth headset and sales software is great and all, but setting goals are a must in sales. Having a way to track them helps you see what’s working, what isn’t, and why—and it’s essential to your success. With the ability to track your progress, you can replicate successes and easily make adjustments to areas that need work. 

4. It lets you spend more time selling

Having a plan in place and a path forward means you and your team can focus on actually selling to customers that are the most likely to buy. You know who your happy customers are, you understand their challenges, and you know how to help them reach their goals. And that means more deals closed. 

Having a plan in place can help reps focus on their role, save time, and close more deals.

Now that you know what a sales territory plan is, let’s dive into how to write one in five basic steps. 

1. Define your larger sales goals

Before you have a plan, you need a goal (or goals). And there are many different approaches you can take to determine sales goals. But we want to keep it simple, realistic, and easy to do without needing a 10,000-cell spreadsheet. Start with the big sales numbers and then work your way downwards. First, determine what your annual goal is, then break that into quarters, months, and even weeks. 

For example, if your annual sales goal is $500K, then your quarterly goals will be $125K, and your monthly targets will be $41.7K.

If you’re not sure what your annual goal should be, last year’s sales numbers plus ten percent is a good place to start. (Of course, if things are going really well and you want to be more ambitious, you can adjust this number—and vice versa.)

Keep in mind that these numbers are just preliminary. You can adjust them later when you’ve completed the other steps and accounted for outside factors like economic conditions, seasonality, existing pipeline, and even current customers.

2. Define your market 

What does your piece of the pie look like? Your market encompasses everyone you sell to. 

Make a list of all the different people or industries you target. For business-to-business sales, this could be business type and size, departmental function, or roles within the organization. For business-to-consumer sales, you can segment based on demographic, psychographic, behavioral, and geographic information. 

Ultimately, you’ll need to determine how to segment your customers based on the what’s relevant to your business or product. 

An example of how to segment B2C customers

Defining your market lets you paint a clear picture of who your customers are. It allows your sales team to play to their strengths and address specific needs, goals, and pain points, which will differ between these different segments. 

3. Assess prospect and account quality

Some customers will see tons of value in your product. The benefits are clear and it solves a big headache for them. They’re happy to buy a lot of what you’re selling, and often.

But, others may not have the same need. 

Review which customers have traditionally been easy to sell to and/or seen high levels of success with your product. Then prioritize those leads and similar accounts. 

4. Start mapping out the strengths and weaknesses of your reps

Some reps have a great understanding of the ins and outs of how enterprise organizations buy products and take on new vendors. Others will specialize in selling to people within a specific role, regardless of the size of the business. List all of the strengths and weaknesses of each sales rep so you have a better idea of the type of prospects they should target.

Keep in mind that it’s not about ranking them from best to worst—many sales reps who start out weak can finish strong with coaching and experience. It’s about aligning their skills and experience to where they’ll make the biggest impact and achieve the most success.  

5. Assign leads

Armed with the knowledge of where your reps shine, you can now start assigning accounts. Start with the most obvious, high-value pairings where the rep has a lot of experience selling to that industry or type of individual. For example, reps who are good at closing large deals with educational institutions would be assigned leads in the educational space. 

Next, assign leads to target roles. Reps who have experience working with or selling to IT managers would be assigned leads with similar titles. 

Apply the same process to company size, deal size, location, and any other way you segmented your market. 

How you organize this information is up to you. Some people use spreadsheets. Some use text documents. Others use illustrations and graphs. A mix of charts, maps, and tables will give you a pretty comprehensive and easy-to-absorb view of your territory plan:

6. Look for ways to improve your plan

Congrats—your sales territory plan is just about done. Your goals are more than just numbers on a page. And you can see a path to how you’re going to achieve them. But you may notice that it’s a bit lopsided. Perhaps some of your reps are carrying too much of the workload or the quotas don’t seem realistic. 

The truth is, you may go through several iterations of your plan. You’ll have to move leads around to different reps. For example, giving your stronger reps leads that will be harder to close, and newer reps lower value deals where there’s less at stake. Ultimately, the numbers should be achievable for every rep. So take a step back and look at your plan objectively to make sure it makes sense.  

Essential tools for building your sales territory plan

With your plan in hand and a clear path to success, you’re going to need a few tools to put things into action.  

Office software

Whether you’re a visual person who prefers to map out your territory plan using images and graphs or you’re the type that likes to dive into every row and column of a spreadsheet, you’re going to need office software to turn your plan into a document. Office software usually includes apps for word processing, spreadsheets, presentation decks, and email. The two most popular options available right now are probably Microsoft 365  and Google Workspace .

What’s the difference? Without diving into a feature-by-feature comparison , Google Workspace is often better for small- and medium-sized businesses who are looking for a simple, elegant solution. Microsoft 365 has more robust, enterprise-grade features that can be used for more complex businesses. 

An all-in-one communications tool designed for sales teams

This may seem like a no-brainer—if you’re selling, of course you need to have a phone, email address, maybe even business SMS and fax (if you’re selling in industries like insurance). 

But if your reps spend any time traveling to meetings and working on the go, a traditional office phone setup isn’t going to support them very well. You’ll also be missing out on a few key features that are made specifically for helping sales teams. 

Ideally, you should have a sales app that lets you make voice calls and video calls (especially useful if you do a lot of sales demos ), send instant messages to your team, and basically communicate through any channel you need. Here are a few features to look for: 

Cloud support : Having a phone system or communications app that works on the cloud is much better than just using a cell phone. Why? Because your reps can receive inbound calls and make calls from their laptops or their own personal phones (without using their personal numbers)—without needing additional hardware. Plus, that same app lets you have video calls and send instant messages to your team:

Call monitoring : Ramping up new sales reps can take time and a lot of coaching. What if you could monitor your team’s sales calls quietly and listen in to what they’re saying to prospects? This way, you can help get them up to speed and get them booking meetings, pitching better, and closing deals faster. 

Call recording : Every now and then, you’ll want to make an example of your agents (in the best way possible, of course). Call recording lets you capture their best calls and share them with the team, making it easier to replicate success. It’s also a good way to find opportunities for coaching. Sometimes, you’re also just required by law to keep records of calls with customers, so this feature might even be a must-have. 

A customer relationship management (CRM) platform 

Your team will be making calls, booking meetings, and taking notes all day long. A CRM makes it a whole lot easier to remember and track all the key details about their calls and prospects, so they can close more deals. 

To make things even easier, many CRMs integrate with communications tools to keep your calls and key customer details in one, well-organized place. 

Ready to start building a sales territory plan?

Making a sales territory plan may seem complicated. And in some cases, it is—whether you’re a large business with territories all over the world or a smaller business that’s just started branching out into new regions. 

The key is to not overthink things. Follow these steps, and you’ll be able to identify your goals, better understand your market, know your customers—and target them without breaking (too much of) a sweat.

Originally published Mar 01, 2020, updated Nov 17, 2021

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Sales territory planning: The five minute territory plan and template

What is a sales territory plan?

The number one issue for sales leaders today is – pipeline, pipeline, pipeline. How’s your pipeline looking? What’s your pipeline coverage gap look like? Well, we got you covered.

We have proven ways to quickly build self-sourced pipeline and progress pipeline faster too. It all starts with planning – territory planning. Sales territory planning is a proven way to empower sales teams to prioritize accounts and activities to generate more pipeline and close more deals – faster.

A sales territory plan is a strategic document that outlines how a sales team will approach and manage sales activities within a specific geographic area or market segment. The primary goal of a sales territory plan is to optimize the allocation of resources, increase sales effectiveness, and achieve revenue targets within the assigned territory. A territory plan serves as a roadmap for a salesperson and sales team, guiding their efforts and helping them stay focused on achieving success within their assigned territory.

Territory planning offers several benefits to organizations, sales teams and salespeople. Here are some of the advantages.

• Clear sales objectives
• I ncrease sales and revenue
• Increase sales efficiency
• Develop more self-sourced pipeline
• Optimize resource allocation
• Improved focus and activity prioritization
• Better customer relationships
• Deeper understanding of customer and market needs
• Improved customer retention and growth
• Enhanced team collaboration

The five minute sales territory plan

We believe there’s nothing better than old school, back to basics, sales territory analysis, planning and prospecting. Here’s a short talk outlining how to get your team embracing territory planning as a path to create self-sourced demand. Imagine what would happen to your business and pipeline if every seller documented their own territory plan and then video recorded a short and thoughtful five minute version of it?

We call this the “Five Minute Territory Plan.”

Reps love the 5 minute territory plan:

“I found recording my sales territory plans to be such an illuminating experience. It helped me identify gaps in my strategy, evaluate what I was saying and why I was saying it. The AI was real time and the feedback was spot on. I feel I’m better for it and looking forward to doing more”. – Ben

Turn territory planning into an i nteractive experience for your sales teams by making everyone part of the process and accountable for results. I believe our quota carrying, revenue generating sales executives need to own self-sourcing pipeline. Territory planning is the way to reinvigorate it. Here are the secrets to making “territory planning and prospecting” a revenue generating peer activity appreciated versus criticized.

• Have vision and leadership to make it part of your sales culture
• Make territory plans relevant, short, and accessible to share best practices
• Do sales territory planning quarterly or even monthly

Vision and leadership make it happen

Companies that embrace the idea of video recording territory planning with Sales Enablement Platform on a regular basis, with peer reviews, are seeing tremendous increases in self-sourced pipeline and improvements in new hire time to ramp. Think about it. Imagine if every new hire had access to stack-ranked video recordings of territory plans grouped by tenure. What would happen to your team’s time to first deal and time to ramp metrics? The power and value of crowdsourcing is incredible. We all know that some of us are great at planning and others aren’t so great. Making territory planning a team sport is a chance to get everyone to learn how to plan like those who do it best. It takes vision to turn crowdsourcing territory plans into culture. It takes work to align teams on expectations. It takes discipline to make it stick.

Make the plan relevant, short, and accessible

Here are the basics of a sales territory plan proven to create pipeline and generate revenue fast. Start by sharing a territory planning template that’s relevant and short. Click here to download our template. Turn the territory plan into a collaborative business review.

Have your team document the facts of the territory and goals.

Then, move into top prioritizing accounts to prospect. Prioritize top accounts and explain why they are chosen (relationships, industry fit, target profile). For each, in one sentence, be clear and focused on the outreach strategy.

If some of the accounts are ready, have your teams create an opportunity plan and make sure opportunity plans are thorough. It doesn’t take much to know if there is a plan in place.

• What’s the compelling event?
• What’s the strategy to engage with a champion and economic buyer?
• What’s the mutual success plan?

We’re not doing deep detailed reviews. You can also follow a MEDDICC/MEDDPICC deal review format too.

Close out the plan with strategies to build pipeline. Don’t forget that we’re living in a 3X or even 5X pipeline-ratio world. Putting “pen to paper” on these territory statistics makes it super clear what needs to get done, to earn a spot on the beach celebrating club.

That’s the flow of the five slide and “Five Minute Territory Plan” template. Download the template now .

The benefits AI and sales territory plans

Artificial Intelligence (AI) can significantly enhance the effectiveness of sales territory planning by providing advanced analytics, automation, insights and coaching. Here are several ways in which AI can assist in sales territory planning:

Data Analysis and Insights: AI can analyze vast amounts of data, including customer demographics, purchasing behavior, and market trends, to provide valuable insights into each territory’s potential.

Customer Segmentation: AI algorithms can perform advanced customer segmentation based on various factors, enabling sales teams to target specific customer groups with tailored approaches.

Automation of Routine Tasks: AI can automate routine and repetitive tasks, such as data entry, report generation, and administrative activities. This allows sales teams to focus more on strategic planning and customer engagement. SalesHood’s AI Call Recaps and AI Coach are great examples.

Content recommendations: AI-driven personalization can enhance sales effectiveness within each territory by tailoring campaigns to the specific preferences and needs of local customers.Recommendation engines can suggest personalized offers and content, increasing the relevance of marketing materials.

Coaching: AI-powered collaboration platforms facilitate communication and knowledge-sharing among sales team members working in different territories.

A great use of AI is to provide coaching feedback to salespeople in real-time on their sales territory plans. The power of AI with territory planning is that you will make your review process more effective and efficient. It’s a game-changer for sales leaders, sales managers and sellers. Here are the benefits of using AI to inspect, review and coach territory plans:

• Reps and team show up ready for team reviews
• 10X review volume and quality
• Coaching in the moment

Here’s a video explaining the benefits of using AI to coach sellers and provide feedback – especially relevant for account and territory reviews.

Overcome territory planning objections and barriers

For many, sales territory planning is not perceived as a revenue generating and pipeline building activity. It’s our job as managers and coaches to guide our teams to breakthrough these barriers. Here are some questions to pose during a team meeting, kickoff event or one-on-one.

• What limiting beliefs are holding us back?
• What do we have to do to achieve greatness?
• How do we need to grow personally and professionally?
• How should we think differently?
• What behaviors need to develop, change, and evolve?

Sales territory planning cadence

Given the sales territory plan template is short, forward thinking leaders are building monthly and quarterly territory planning cadence. The short plans get sellers to focus on strategy and execution versus too much time filling out slides that aren’t relevant. We want to see more sellers take the time to be thoughtful about their plan and business. What we love most about this process is getting everyone to limit their territory planning to five minutes. Less is more. Less slides and less words is hard to accomplish.. We’ve learned when territory planning video recordings are five minutes or less (and accessible), sellers will invest the time to watch up to fifteen peer territory plans. We have also witnessed that with AI sellers are taking time to get feedback multiple times on their plans before submitting for approval by their managers.

The process and benefits apply to account planning too. If you want to learn more about Account Planning, here’s another blog you can read . You can scale Territory Planning and Account Planning with our AI Coach .

We have proven ways to quickly build self-sourced pipeline and progress pipeline faster too. Sharing hyper-personalized sites to educate and elevate prospecting outreach is working wonders for many of our customers.

✅ 60% pipeline conversion ✅ Win-rates are up 2X ✅ Deal velocity up 15% ✅ Deal size up 400%

Who doesn’t want these results? Click here to learn more and start a free trial.

How does SalesHood help with territory planning?

SalesHood is an AI-powered revenue execution platform designed to support various aspects of sales effectiveness, including training, coaching, and collaboration. SalesHood plays a role in facilitating certain aspects of the sales territory planning process including planning, prospecting and personalization. Here’s how SalesHood can contribute:

Training and onboarding: SalesHood provides a platform for creating and delivering training content. For sales teams involved in territory planning, this can be valuable for onboarding new team members or ensuring that existing team members are up-to-date on the latest strategies and approaches related to territory management.

Content creation and best practice sharing: SalesHood allows organizations to create and share content related to sales strategies, market insights, and best practices. This can be useful in the context of territory planning by providing a centralized repository for information that can be accessed by sales teams as they plan and execute strategies within their assigned territories.

Collaboration and communication: The collaboration features of SalesHood facilitate communication and knowledge-sharing among sales team members. This can be beneficial for coordinating activities within and across territories, allowing teams to share insights, success stories, and challenges.

Coaching and feedback: SalesHood supports coaching and feedback mechanisms, enabling managers and peers to provide guidance to sales representatives. This can be particularly useful in the context of territory planning, where feedback can help refine strategies and improve performance.

Hyper-personalized prospecting with Client Sites: Guide sellers what to do, what to share and what to say with hyper-personalized prospecting. There’s so much noise out there. Rise above the crowd with a differentiated and personalized approach to prospecting. We have proven ways to quickly build self-sourced pipeline and progress pipeline faster too. Sharing hyper-personalized sites to educate and elevate prospecting outreach is working wonders for many of our customers. Salesforce says that only 29% of sellers use videos to prospect. SalesLoft reports that using video to prospect can lead to a 26% higher response rate compared to simple email text.

SalesHood complements the sales territory planning process by providing a platform for ongoing learning, collaboration, and prospecting. Integrating SalesHood with other tools and processes tailored to territory planning can create a more comprehensive and effective approach to sales management and pipeline development.

Prospecting and pipeline-building resources

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Optimize Planning With A Strategic Territory Sales Plan Template

Territories are a huge part of your sales plan , but it’s not easy to get them right. To get planning off on the right foot, many companies turn to territory plan templates. Sales territory templates act as a foundation for mapping areas with your market and ensuring you have the right amount of resources assigned to each. 

When used correctly, territory management plan templates help you organize your performance data for more effective planning and maximize seller opportunities. But first, let’s talk about why territories play such a critical role in the success of your organization.

Why are sales territories so important?

In one of my many past lives, I consulted for a company that had no sales territories at all. They relied 100% on outbound sales under a round-robin system. When a new lead was picked up, it was sent to the next available rep. If that lead sat untouched for 60 days, the opportunity went into a free-for-all pool and was up for any rep to take on. The problem was reps were constantly grabbing and stealing accounts—even if the original rep had made contact and started establishing a relationship. 

This made a great case for updating and maintaining an organized CRM, but it ultimately left huge holes and missed white space opportunities in their target market. Even with a steady stream of outbound leads, they weren’t doing the additional research to make sure they were covering all of their opportunities. So long story short, they were leaving a ton of money on the table, and they didn’t even know it.

I think we can all agree that your sales territories are important. When you can see all of your potential opportunities clearly, it helps you determine your sales capacity needs more accurately and design more strategic quota and incentive compensation plans .

When they’re not designed properly, sales territories can lead to a slew of problems, including:

• Poor morale, which leads to increased turnover
• Large numbers of missed opportunities
• High, inefficient travel costs
• And of course, lower overall performance

What makes a strong sales territory?

Effective sales rep territory plans fit three criteria and are balanced, fair, and well-informed.

• Balanced : Every territory has an equal amount of sales opportunities (whether that be new business or customer accounts), and there is adequate sales capacity and coverage in each area.
• Fair : Each sales rep, regardless of their territory assignment, has an equivalent amount of opportunities and resources (tools, accounts, etc.) to hit and/or exceed their quota and goals.
• Well-informed (aka data-driven) : Your entire sales territory map is designed from a combination of the most recent internal and third-party data sources, and that data is being cross-referenced to map out the most strategic sales territory design.

Again, this is where territory planning templates can be extremely helpful, alongside territory best practices . While I always advise tweaking templates to fit your organizations’ unique market and industry, they are a great foundation to ensure your territories are data-driven, balanced, and set your sales team up to succeed.

Unleash Your Sales Team’s Full Potential with Data

Elements of strong territory sales plan templates.

As the most successful enterprises grow, their sales territory planning tends to scale and become more extensive, complex, and data-driven. Here are four examples of sales territory plans you can use to cover the most ground in your target areas and easily scale as you grow into new markets and verticals.

Level 1: Capturing the Biggest Market Potential

This is the most simplified and classic sales territory template to follow. Traditionally, it involves mapping your target market out by the largest cities that are home to an NFL, MLB, NHL, or other professional sports teams. The logic behind this is that these areas will be more densely populated and contain more business opportunities.

The Advantage: This is a quick rule-of-thumb metric and will put you in the hot-spot metropolises, where there are likely to be large numbers of potential buyers and opportunities.

The Disadvantage: It can be difficult to get the spread right using this sales territory template. For example, if you’re basing off of NFL teams, San Diego’s team recently relocated to Los Angeles. Do you keep San Diego as its own area, lump it in with somewhere else, or completely write it off? On the same note, Oakland’s team recently took up residency in Las Vegas, which previously had no NFL team. How do you pick up in that area, or how do you know if it’s even worth it?

Level 2: Using Internal Data for Territory Mapping

This sales territory plan example uses your internal historical data to guide territory mapping. This typically includes geolocation data that you can gather from your customer and prospect accounts to inform the areas you want to target with your sales territories, such as:

• Where your existing customers are located
• Where your current opportunities are in pipeline
• Where all of your accounts are in your CRM system

The key with this sales territory template is that you’re starting to explore data-driven planning . Using this data will help you expand and reach new prospects in areas where you’re already seeing success.

The Advantage: If you build upon the previous sales territory template, adding your internal data will help you identify where you sell into more frequently and successfully. With at least three data points to go off of, you can create a heat map and design territories in a more balanced way.

The Disadvantage: Unfortunately, because you’re only using your own data, this can create myopia of your company. Your territories will only be centered around where your company’s customer base is—and you could be missing out on additional opportunities in other areas.

Level 3: Adding in Industry Data

Building off of the past two sales territory templates, this strategy adds in third-party data from your industry, verticals, and marketplace. This helps you identify new opportunities in your hot-spot target areas more easily. 

For example, consider a business selling parts for corporate office buildouts (e.g., desks, chairs, etc.). Your territory planning data might include:

• New Business developments : keep track of new construction and watch for retail, commercial, or other building developments related to your industry that are popping up
• Permits at the state/city level : where are organizations looking to build or set up shop
• Articles of incorporation at the state level : where are new companies beginning their business journey

You can take this one step further by combining your data with a third-party database like Xactly Insights® , which shows how hundreds of thousands of enterprises are designing incentive compensation. You can examine your company, compare it to your industry, and analyze the industries you hire from. The same is true for your sales territories.

The Advantage: This sales territory template allows you to maintain a steadier flow of new accounts in your hot-spot (and often, highly-saturated) target markets. It also allows you to get a head start on newer business opportunities because you’re identifying them from the latest, up-to-date information.

The Disadvantage: While you are finding additional prospects, this strategy only focuses on areas that you have already identified as good areas to sell into. You could still be missing out on white space opportunities in areas that you are overlooking or have deemed “not marketable.”

Ultimate Guide to Sales Compensation Planning

Level 4: combining multiple data sources.

Out of all of the sales territory templates, this is the most sophisticated and data-driven. This expands your third-party data beyond your established target areas and existing customer base. At this level of sales territory optimization, you should consider data sources such as:

• Census data : watch where people are located and what cities/states are seeing the largest growth in population that could indicate increased business activity
• Economic changes : see how economic scenarios could impact different areas and verticals and consider if all of your customers/prospects would be affected the same way
• Buyer and consumer trends : keep track of how individuals and businesses are buying, their preferences, and how they’re interacting with sellers

It can also be helpful to track corporate changes. For example, if you’re in the motor vehicle industry, Toyota’s decision to relocate its headquarters from Southern California to Dallas, Texas is extremely valuable insight. You can begin to preemptively ramp up sales in that marketplace and watch for additional businesses that buy or sell with Toyota to pop up in that same area. 

The Advantage: This opens the door to explore places normally outside your target markets and take advantage of previously overlooked white space areas. Plus, it gives you a head start to move into newly emerging market areas. 

The Disadvantage: The only disadvantage here is that you might not be using technology to apply this type of data-driven strategy to the entirety of your sales planning.

Get More Out of Your Sales Territory Planning

When designed well, your sales territories can truly uplevel your sales performance. But I’ll be honest, it’s really hard to do that with static, manual planning. You need to equip your team with the right tools and technology to ensure you have adequate coverage and aren’t missing any whitespace opportunities. 

Sales territory plan templates are a great place to start—especially when you pair them with territory design tools. In fact, companies that use sales territory mapping software ultimately see up to 30% higher sales goal achievement, according to the Sales Management Association. 

This is a business process overhaul that every company needs in today’s world. Without data-driven planning across the entire sales planning process, you’re already behind.

• Sales Planning
• Territory Management

Did you know?

Related resources.

How to Build Sales Territories that Work

Forrester Consulting: Unleash Your Growth Potential With Continuous Planning

What is Upside? Everything to Know About Xactly’s User Conference

Territory Sales Plan Template

Help measure the success of your team's efforts and track progress over time by customizing this territory sales plan template..

• Design style
• Size Letter (11 x 8.5 in)
• File type PNG, PDF, PowerPoint
• Plan premium

A territory sales plan is a tool that helps sales representatives organize and track their customer base, prospects, and pipeline. It allows managers to see where each agent stands regarding their quota and objectives. Additionally, a territory sales plan can help you measure the success of your team's efforts by tracking progress over time. When creating a territory sales plan, you'll need to define your territories, assign a quota to each area, and determine the objectives for each region. Create a plan for how you will win new business in each domain, set up a system for tracking progress, and establish a process for adjusting the program as needed. Avoid using jargon or acronyms. Be sure to write in clear, concise language that everyone on your team can understand. Keep your territory sales plan up-to-date as your business grows and changes with the environment. Regularly review and revise your plan as needed to ensure that it accurately reflects your current situation. Graphs or charts can help convey information, persuade, or motivate the team to go for sales targets.

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Sales performance management, data security, sales planning, systems integrations, seller insights, artificial intelligence, financial services, telecommunications, media & entertainment, human resources, events & webinars, ebooks and guides, infographics, research and reports, how to build an effective sales territory plan.

The adage “fail to plan, plan to fail” applies to sales management as much as any other sphere in business. While sales managers often have extensive experience developing sales territory plans, the stakes are now higher than ever. There’s a significant premium on getting your sales territory plan right, in the same way, there is on getting your quota planning right or getting your sales team fully trained. There’s no silver bullet for successful sales management, but successful sales territory planning can get you a long way towards your destination. Let's explore how.

• What is Sales Territory Planning?

Why Organizations Need a Sales Territory Strategy

How do you build the ideal sales territory plan, issues to consider when planning sales territory, the tools you need to plan your sales territory.

• The Benefits of Sales Territory Planni ng

What Is Sales Territory Planning?

The textbook definition of a sales territory typically points to a specific geographic coverage, a set of defined accounts, or maybe an industry sector that a salesperson or sales team focuses on. Depending on the complexity of the product or service on offer, the scale and scope of the sales territories heavily influence the number and type of salespeople engaged in each territory.

While the definition of sales territory planning isn’t new, the thinking around what now constitutes “territory planning” may be a revelation for some. Sales managers are long experienced in working out how to slice and dice the structure of their sales team to maximize their chances of success. However, the way they can now go about it is changing significantly. In the past, it wasn’t unusual to define territories based on how far sales reps could realistically drive in a day or week. Or it might have been based on what a sales manager had used in the past, with a few tweaks each year. It wasn’t unusual for territory planning to involve a great deal of cutting and pasting in Word docs or Excel spreadsheets. But these approaches drive the design of sales territories based on the needs of the business rather than the needs of the customer or prospect. This can result in some sales territories being over serviced and others being under-serviced. Either way, the outcome isn’t optimal for the business, as opportunities will likely be missed in one way or another.

What was often missing in designing a sales territory was a detailed understanding of where the most significant opportunities were, whether there had been historical sales and marketing activity, how successful this had been, and what drivers were likely to drive opportunity and revenue over the coming 12 months.

Organizations can be successful by doing what they have always done and then working hard to achieve the results they need. Nevertheless, the pressure now for greater success and the expectations of managers and other stakeholders means that taking a more systematic approach to planning sales territories – and even sales targets and incentive models – is now imperative. In a “big data” world, many would be curious why a “big data” approach wouldn’t be adopted to territory planning.

Let's explore why this approach offers value to any sales team.

1. Systematically Target Specific Sectors, Regions, Opportunities, and Customers

Sales territory planning encourages you to think carefully about who your best prospects and customers will likely be over the coming sales year and why. With that in mind, you can then research where these prospects are located, which companies and personas have the greatest propensity to buy, and potentially understand the issues and drivers that could compel them to buy.

2. Align Your Sales and Marketing Functions with Your Prospects

It isn’t unusual for the sales team and the marketing function to have something close to a love/hate relationship. Sales want the marketing function to generate leads and run campaigns that drive success. Equally, marketing wants clarity from the sales team about their plans and priorities, so they can align their efforts and expertise to solve the same problem.

A strong sales territory plan can help bridge that gap to help maximize sales productivity.

A marketing function will be able to define which sectors, segments, companies, and personas have the greatest propensity to buy over the coming months and the drivers and compelling events that sales teams can make use of.

A powerful sales territory planning solution can help translate these insights into sales territories that’ll bring sales success to the business.

3. Set Realistic Targets, Review Your Progress, and Refine Your Strategy

A comprehensive sales territory planning process allows you to set realistic targets based on opportunity and customer propensity to act. Setting realistic but challenging targets can help set companies apart from their peers by attracting and retaining salespeople who understand their market, their customers, and their problems and how their solutions can help address their needs. Salespeople want to be successful, and maximizing their chances of success, and therefore their earnings, can help a business to prosper the most.

An effective sales plan also helps sales managers to review their progress as the months and quarters go by. With a sales territory plan based on customer needs, rather than intuition or “gut feel,” sales managers can take a rounded view of what’s working and what isn’t. If they’re ahead of target, they can review the model to understand why and capitalize further on their success. If they’re behind, they can see if the problem is moving deals through the sales pipeline (and why), or perhaps whether it’s insufficient leads and opportunities. With an excellent understanding of the opportunity available to them, sales managers are much better positioned to navigate the challenges of their sales year to a much more successful conclusion.

4. Effective Sales Territory Planning Allows You to Focus on Selling

Sales managers don’t sign on to endlessly reviewing spreadsheets filled with the lists of potential customers and spending time reviewing their options. They certainly don’t sign on to expend time and energy understanding why they’re behind on their targets and how best to fix the problem.

Instead, their priority is supporting their sales teams and their sales reps to be as successful as possible. They can help ensure their time isn’t wasted and maximize the value of the two hundred plus selling days available to them each year.

Having a richly informed sales territory plan in place at the beginning of each sales year helps maximize the impact of your sales and marketing campaigns. It can help ensure you are targeting your customers and prospects in the right way, at the right time, with the right message and the right product.

A systematic approach to sales territory management plays a valuable part in maximizing sales productivity. What’s the best way to implement this model?

1. Define Your Business Goals and Objectives

The key to having a successful sales year lies in having an excellent grasp of your goals and commercial objectives. These’ll vary by business, but common themes will likely include revenue metrics, market share metrics, product or service-specific revenue metrics, and potentially customer signup or renewal metrics.

Ideally, these metrics will focus on growth, but not always. Companies in mature markets will seek to maintain their existing customer base to maintain their financial position. It’s by no means unusual for a business to have a blend of positive growth, neutral growth, and declining growth models, depending on its portfolio of offerings.

Other dynamics involved might include developing customers in a specific sector or developing new transaction models, such as subscription pricing, that point the business towards new and different types of customer relationships in the future. Equally, migrating customers from existing products to new products may be part of the plan. Targeting your competitors' customers to encourage them to switch to your product is another possible tactic.

Whichever approach you wish to take, it makes sense to decide on your objectives before designing your territories. It’s also worth having these initial plans approved by the other stakeholders in the business before proceeding much further to ensure everyone is always on the same page.

2. Know Your Customers' Needs, Issues, and Drivers

With a clear picture in your mind about what you’re looking to achieve commercially, the next step is to think carefully about the other half of the business equation – your customers and prospects.

It’s almost impossible to know too much about your customer from a sales and marketing perspective. Over and above building a professional relationship and rapport with a prospect, having a deep understanding of their industry issues and their business impact is especially important. Suppose a sales rep understands how industry dynamics are playing out for their prospect in terms of their ability to cut costs or increase revenues. In that case, they’ll be well down the road to solving their customer's problems, especially if they can demonstrate that their grasp of the issues is better than your competitors.

The scale, scope, and complexity of a prospect's problems will strongly influence the length of the sales cycle and the buying process. In short, the more complex and expensive the proposal, the more people will be involved in a buying decision and the longer the sales cycle. In all likelihood, as a result, the smaller the sales territory will be. Equally, products and services that solve less-complex problems will have shorter sales cycles and likely larger territories.

Understanding this dynamic and how it may change over time will help you design and manage the optimal sales territory plan for your business.

3. Do a SWOT Analysis

The business environment is dynamic, with scope for opportunities to capitalize on and threats to defend against.

The industry standard for understanding these dynamics is the SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). While less commonly used in territory planning, it nevertheless offers a valuable perspective on the dynamics at play and therefore points to ways that a business' time, budget, and resources should be deployed to maximum effect.

Defining and understanding the opportunities and threats a product, service, or business is exposed to and how they relate to each other can help define the ideal sales strategy and hence the optimal design of the sales territories. It can also serve as the basis for the marketing function to create additional promotional campaigns for specific sectors to address specific sales and marketing issues.

4. Build Your Strategy

With a solid understanding of what you’re looking to achieve and the dynamics of the market you’re engaging in, you’re well-positioned to build your sales strategy. Your sales territory plan will be a key element.

A sales strategy will vary, depending on whether you’re engaged in account management or new business development. It’ll also vary according to the complexity of the offered product or service; the sales cycle involved. It may also vary according to how transactions are closed, whether face-to-face or using e-commerce applications.

For the benefit of all, it needs to be defined, documented, and presented so that “all compasses point north” in the business.

5. It's All in the Sales Territory Action Plan

With your objectives and strategy in place, your next focus is execution.

Each sales territory – carefully designed using a host of business and external data – will have an activity that’s created and owned by the sales rep responsible for that territory.

The action plan will vary by territory. Some’ll build revenues by taking new products and services and presenting them to existing contacts. Others will reach higher and more widely in the organization to build from an initial base. Some plans may include targeting business for the first time and finding out who the best people are to engage with the problems you could solve. It’ll be sensible to collaborate with the marketing function to identify those individuals who should be targeted, but also to help build propositions based on the issues those prospects are likely to have.

6. Review and Assess Your Plan Regularly

With your sales territories in place and the supporting plans being executed, you’re well-positioned to review progress on a regular basis. The detailed insights should give you confidence that you’re engaging with the right sectors, segments, and personas. You can measure both the inputs – sales calls, meetings, marketing campaigns – as well as the results –leads, opportunities, and revenue – and see where you’re ahead or behind. Review your plans and tweak them as you need to meet your other objectives.

Having looked in some depth at how sales territories fit into the broader go-to-market strategy, let's explore how you might design a sales territory that’ll help you achieve your objectives.

1. Revenue Source

Ultimately, sales is all about revenue, and it’s essential to understand where revenues come from and via which channel. Ideally, when designing your sales territories, you should fall back on historical data covering revenue sources to see how your business gets traction in the marketplace. This’ll help you understand which sectors have the greatest propensity to look to your business to solve their problems as well as how they typically engage with you.

2. Leverage Industry Metrics

Use industry metrics to help shape your sales territories. It might involve identifying fast-growing sectors or those sectors with exposure to growing industry problems that you can help with. For example, these issues could be constrained revenue growth, accelerating costs, or a need to better manage business risk. In other sectors, demographic changes might be an opportunity to be capitalized on or a threat to be addressed.

3. Align Your Territories with the Right Salesperson

Salespeople each have unique strengths and experiences and the same can be said for sales territories. We’ve talked about the science of designing a sales territory using metrics to optimize the design. There’s also art in aligning the right salesperson with the right territory.

In some cases, this’ll be easy, especially where there are pre-existing relationships. In other situations, industry expertise will show you who gets a particular territory. Another dynamic to consider is the personality traits involved. Some salespeople are natural “farmers,” outstanding at developing relationships that yield results over the long term. Others are more suited to acting as hunters, preferring to find and close business before moving on to the next prospect.

However you choose to approach this issue, having a good understanding of potential sales territories makes it easier to align them with your existing salespeople or potential recruits.

All this may seem excessive work to deliver the final results, but a well-designed sales strategy supported by an optimal sales territory plan will pay significant dividends. Using the right tools goes a long way to reduce the sales planning and management workload, so you can focus on the fundamentals of leading the sales effort in the business.

Territory Mapping

Territory mapping is at the core of designing sales territories – it shows which sales rep owns which territory and who their sales manager is. Keeping track of all this, especially during the planning phase and during all the handovers at the beginning of every sales year, is essential but potentially overwhelming when you consider all the sales territories you could have in your company. You could easily have a mix of geographic territories, named customer account territories, and channel account territories. In addition, you could have sales overlay teams to promote specific products. Add in the sales management, and territory mapping can quickly become complex, with plenty of scope for accounts to be missed during the planning stage or sales quota misallocated. Effective territory mapping is essential if the sales year is to start smoothly.

A standard solution to this challenge is to mix and match spreadsheets and even flip charts to keep track of everything during the planning stage. Sharing information in these formats and making sure everyone is on the same page is fraught with difficulty. This is how mistakes get made.

A better alternative is to have a SaaS-based platform that allows everyone involved to access the territory maps to see at-a-glance which accounts specific salespeople have and who looks after a specific account, including all the subsidiaries. You can also see who is aligned to these territories from a management and product specialist perspective.

CRM Applications

CRM applications are an excellent tool to help develop the optimal sales territories. It contains a vast array of commercial and revenue intelligence that can be captured and consolidated to provide a perspective on how customers and prospects have been engaged and with what success. This information may also help you understand how your customers buy your products and services. Is it from the website, via a call center, through your sales channel, or direct from a rep? You may also see issues like purchasing frequency and product selections. All these yield valuable insights into how your customers and prospects behave. You can understand how you can best engage with them from a sales, marketing, and product development perspective.

Customer Mapping

Customer mapping is the reverse of territory mapping – it’s about understanding who looks after specific accounts. This matters because a sales territory plan may split account coverage by revenue type, for example, product, services, education, training, or support. But ensuring all these aspects of account responsibility are allocated properly – with a sales quota if necessary – is an important task in helping make sure all the revenue bases are covered. It also helps steer leads and customer queries to the right individual during the sales year if a customer inquiry or invoice query comes in. It can also help with revenue recognition issues if a sales incentive program supports commission splitting as part of a split account management model.

Rep Tracking

Keeping track of account reps and the territories they’re responsible for is key to efficient and effective use of a limited resource. Seeing what account management responsibilities an individual has is a sure-fire way of ensuring they aren’t overloaded with opportunities. It also helps to ensure that the sales opportunity is split evenly across the sales floor.

Revenue Tracking

The last piece of the territory planning jigsaw is revenue tracking so that you can see how your territories are performing as planned.

While no forecasting model will be perfect – that’s why the sales leadership has quota coverage – ensuring that a territory or product is performing as planned is essential to ensure that the year-end target is achieved. Suppose you find yourself ahead of the game in the first quarter or so, then fantastic. It gives you a buffer for later in the year and scope to capitalize on your good fortune. But if you find yourself falling short, despite your best-laid plans and analytical efforts, then you’ll want to know where more action needs to be applied to the sales process, whether it be lead generation, lead conversion, or closing.

The Benefits of Sales Territory Planning

While it may seem an unnecessary overhead, there is significant value in putting in the effort to align your sales, marketing, and customer engagement fully. Let's explore the value in more detail.

Improved Customer Service

Probably the single most valuable aspect of sales territory optimization is that it optimizes your customer engagement. It ensures that you have the correct number of people in each territory and the right person promoting the right products to the right people at the right time.

Executing Your Strategic Plans

Pivoting a business in a new direction is one of the greatest challenges a manager can face. Success requires a good understanding of where your business is right now and where you want it to go. Effective territory planning delivers that capability by helping you plan your next move with hard data you can rely on. It gives you confidence that you have an informed picture of where the opportunity lies, even as your customers, markets, and business change.

Workloads that are Evenly Distributed

There’s little value in having some parts of your sales team hugely overperforming and others scrabbling around for business. This is a recipe for high staff turnover as people begin to burn out or look for better opportunities elsewhere. A better approach is having opportunities more evenly distributed between territories so that you have a more balanced workforce that can better serve your customers' needs and deepen your relationships with them.

Fresh Insights

The data you consolidate can help you understand how best to optimize the design of your sales territories. It can also help you understand more about how your salesforce operates on a day-to-day basis. Wouldn't it help to understand your most effective salespeople and why? Would it be helpful to see who can move opportunities through your sales pipeline the fastest? Wouldn't it be helpful to see who are best at working their way around a business to craft a proposed solution that yields the big-ticket deals? If your answer is yes, then leverage the same capabilities you used to understand how best to develop your sales territory plan and use them to better understand how best to manage your sales territories day-to-day to maximize your results.

Make the Best Use of Your Selling Time

Sales teams only have around two hundred selling days a year, so there’s an imperative to make the best use of every day. This means making sure that your salespeople spend their time with those prospects most likely to spend money with your business. Automating your territory planning and management takes away the need for you to spend time wading through spreadsheets and flip charts to get the best outcome for you and your business. Leverage your business and market data to get your salespeople talking to the right people at the right time and about the right product.

Learn about selecting the right territory and quota planning for you by reading our blo g, Costly Mistakes to Avoid When Choosing Your Territory Mapping Software .

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How to Create an Effective Sales Territory Plan: Step-by-Step Guide

• July 1, 2022
• Sales Planning

Table of contents

What is a sales territory plan, help sales reps work more efficiently, improve resource allocation, boost employee morale, increase targeting capabilities, provide better service, step 1: evaluate your business objectives, step 2: define your ideal client or prospect, step 3: determine tam, step 4: analyze your current market standing, step 5: identify sales territories, step 6: create a plan of attack, step 7: review, revise, repeat, evaluate and optimize the efficacy of your sales territory plan, first 30 days: complete steps 1 through 5, next 30 days: implement and optimize your plan, final 30 days: leverage the 3 r’s to optimize your plan, sales territory plan examples, parting advice for effective sales territory planning, how do you make a 30-60-90 day sales plan, further reading.

If you want to put your sales reps in a position to succeed, then you need a cohesive sales territory plan. A great sales territory plan will help your organization get the most out of platforms like Salesforce. 

By implementing such a plan, you can also zero in on high-value sales targets, capitalize on territories with the best sales potential, and increase overall profitability.

With all that being said, creating a territory management plan can seem like a monumental undertaking, especially if you have never developed such a strategy before. Fortunately, facilitating territory alignment via a plan is far easier than you might expect.

As part of our efforts to help sales managers overcome the challenges of the modern commerce ecosystem, QBIX Analytics has created this comprehensive guide to creating an effective sales territory plan. Read on to learn more.

Before we reveal how to create a sales territory plan, it is important to understand exactly what a plan is and what it should include. 

In simple terms, a sales territory plan guides your sales reps when they target prospective customers. Specifically, this plan will help them target the right regions in order to maximize the efficiency of their sales efforts.

Due to its name, most people assume that a sales territory plan divides up a region into various geographical segments. For instance, a company operating within a large metropolitan area may create a separate sales territory for each zip code. 

While this is a common approach, sales territories can be segmented using many different data points other than geography. For instance, you can create sales territories based on the type of customer you want to target, sales potential, or virtually any other relevant factor.

After you have created a plan, you can assign sales reps to areas that align with their knowledge, experience, and capabilities. This tactic will improve the purchasing experience, set the stage for long-lasting client relationships, and maximize your return on investment (ROI) on all sales and outreach efforts.

Why Sales Territory Planning Is Critical to the Success of Your Sales Team

Sales territory planning can have a positive impact on every stage of the buyer’s journey. Additionally, a great territory plan offers countless benefits to both your sales reps and your company as a whole.

When sales reps can focus their energies on a specific territory, they will waste less time learning about market segments and participating in administrative processes. 

Instead, they can devote the lion’s share of their time to engaging with clients and closing deals. This focus will allow them to hit sales targets without logging in an unsustainable number of work hours.

Ideally, you want to assign your top sales reps to your highest-value accounts. Territory sales planning makes this possible.

When you know who your most valuable accounts are and where they are located, you can closely monitor territory-specific performance. If a particular territory is underperforming, you can make the adjustments necessary to correct this deficiency.

Sales territory planning allows you to create balanced territories. In turn, this ensures that you are not overworking your sales reps. Ultimately, this will lead to improved employee morale, which will also help you reduce attrition rates and retain top talent.  

One of the biggest advantages of sales territory planning is that it allows you to precisely target high-value accounts or regions. You can divide territories based on any number of criteria. After you have created these territories, you can then precisely target the prospects within those regions.

Sales territory planning gives you the opportunity to align sales reps with current and potential clients based on the rep’s knowledge base and skill set. 

The purchasing experience is enhanced when clients are matched with sales reps who understand the challenges they are facing. This approach will improve your company’s brand image, assist with client retention, and increase the average lifetime value of your clients.

How to Build a Sales Territory Plan

If you are ready to create your own sales territory plan, we recommend that you leverage the following seven steps:

Why does your business exist? Who do you serve? What are your key business objectives for the next year, three years, and five years?

By answering the above questions and other introspective inquiries, you can gain a better understanding of where you want to take your company over the next few years. Your short and long-term business objectives should guide you as you navigate the following steps for your sales territory planning.

While every client or prospect will possess a set of unique qualities and traits, you will find that many of your customers share a few key commonalities. By identifying what these commonalities are, you can create ideal client or prospect personas. 

For example, you may find that the majority of your high-value clients operate within the same industry or a closely-related sector. In this scenario, it is safe to assume that most future clients will also operate within one of these sectors.

The term “total addressable market” (TAM) refers to the total number of potential customers that match your definition of an ideal client. TAM would represent your revenue-generating ceiling if your company were the only game in town. No company can capture its TAM unless it has no competitors.

For comparison, your “serviceable available market” (SAM) refers to the number of prospective customers that your company could realistically capture using available resources and reach.

When creating your plan, you should determine both your TAM and SAM. Additionally, you should subdivide your SAM into several smaller target markets. These target markets will be the various territories identified in your plan, but more on that in step 5.

Once you have arrived at the halfway point of the territory planning process, it is time to analyze your current market standing. Essentially, you want to determine how you stack up against the competition.

One of the best ways to do this is to conduct a strengths, weaknesses, opportunities, and threats (SWOT) analysis. When performing this analysis, make sure to gather feedback from your sales reps, marketing team, and other departments within the company. 

By doing so, you can gain actionable insights from various perspectives. You can then leverage this information to improve your market standing.

At this point in the process, you should be ready to carve up your sphere of influence into various sales territories. Although these territories will be outlined using geographic boundaries, they should be created by analyzing a variety of data points. 

For example, you can divide up territories based on which products are most popular among an area’s client base. Alternatively, you could outline territories based on the audience segments that are most prevalent within each area.

After you have identified each sales territory, it is time to create a plan to connect with prospects within those various regions. During this phase of planning, set performance goals for each region. Now would also be a good time to determine which sales reps you plan to assign to each territory.

When creating your plan, also set short-term goals for each territory. Generally, it is a good idea to set monthly, quarterly, and annual goals. You can track your progress towards each goal using various key performance indicators (KPIs), but more on that below.

The final stage of planning involves three components. First, you must continually analyze sales rep performance data. Analyzing multiple data points will help you measure the efficacy of your sales territory plan.

You should review territory performance on a monthly basis, at a minimum. Depending on the market that you operate within, you may need to review territory and sales rep performance weekly or bi-weekly.

After reviewing territory performance, determine whether your sales plan should be revised. If it should, implement those changes as swiftly and efficiently as possible. Finally, continue to repeat this review and revision process perpetually, consistently building towards better results.

Further reading on creating your own sales territory plan can be found here .

It is impossible to measure the efficacy of your plan without tracking KPIs. There are many different KPIs that you could track. However, some of the most commonly used performance metrics include:

• Gross profit
• Total unit sales
• Customer lifetime value
• Total commissions
• Conversion rate

When selecting KPIs, make sure to choose metrics that are relevant to your industry and organizational goals. By doing so, you can gain valuable insights about your sales territory plan and can leverage those insights to improve its efficacy over time.

Territory Sales Plan Template

There are numerous different territory sales plan templates out there. However, many of the most effective ones use a 30-60-90 day approach. This approach divides the steps outlined above into three thirty-day initiatives. When using the 30-60-90 day method, your territory sales plan template will look something like this:

That’s right — you should complete steps 1 through 5 in the first 30 days of sales planning. This work means evaluating business objectives, defining ideal customer personas, determining TAM and SAM, analyzing your current market standing, and identifying sales territories in just one month.

As part of this process, you should also determine which ten active client accounts are most valuable to your company. Once you have completed this, explore ways to bolster relationships with these high-value accounts.

By the time you reach day 31, you should be ready to put your plan into action. However, you might also find that you need to rework your customer personas in order to align with organizational objectives or vice versa. Now is the time to do so.

During month two of sales planning, you will also need to identify which KPIs you intend to track. Programs like Salesforce include built-in tracking tools that make this process incredibly easy. You should also look beyond your top 10 most valuable accounts and examine other prospective clients you want to target.  

During days 61-90, you should be focused on analyzing the efficacy of your sales territory plan. If your plan is meeting or exceeding expectations, analyze performance data and other information in order to determine precisely which tactics yielded these results. 

If your plan is underperforming, determine why and implement changes to get your strategy back on track.

There are many examples of how you can divide up your sales territories.

For example, you may want to divide territories based on the amount of revenue that they generate. When using this approach, one territory may include only a handful of high-value accounts, whereas another might be home to several dozen accounts, even though the amount of revenue that they generate is approximately equal. 

Therefore, you may need to assign multiple sales reps to the latter territory in order to ensure that their workload is not excessive.

Another approach involves classifying territories based on the types of deals that are commonly struck within that region. For instance, one territory might be home to mostly large enterprise transactions, whereas another is the site of transactions involving small to medium-sized businesses. 

In this scenario, a sales rep that knows how to work out complex enterprise-level transactions should be assigned to the former territory. Conversely, a sales rep with experience closing a large volume of deals would be better suited for the latter territory.

By leveraging the proven steps outlined above, you can create your own sales territory plan. In addition to providing assistance with territory management, we can also help with several other integral components of business strategy development and planning, including the following:

• Creating a sales compensation plan
• Improving your sales commission plan
• Sales capacity planning

Contact QBIX Analytics to learn more or download our free territory sales plan template to get started.

A sales territory plan divides your target markets based on a multitude of different criteria. This plan can serve as a roadmap that will help you allocate sales reps to regions that align with their skills and expertise.

Your plan should include a map that identifies each territory. It should also explain what criteria are used to create each territory and provide specific information about each region.

Sales territories can be created using many different data points, including the number of prospects in a given region, the average value of clients within that region, etc.

The steps to creating a sales plan are as follows: – Define objectives – Identify customer personas – Determine TAM/SAM – Assess current market standing – Identify sales territories – Create a plan of attack – Review, revise, and repeat These steps can help you create your own effective sales territory plan.

Sales territories can include neighborhoods, zip-code-based regions, cities, states, multi-state geographic areas, or entire countries.

You can create a 30-60-90 day sales plan by using the steps outlined above. Generally, steps one through five are performed during the first 30 days. Step six is performed during the second month, and step seven is completed during the final 30-day leg of the plan. 

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Sales - 8 min READ

How to create a sales territory plan: A step-by-step guide

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An effective sales territory plan can make your team more productive, improve customer coverage, increase overall sales, and reduce costs.

On the other hand, unbalanced territory plans and constant changes in territory division can hurt productivity as well as working relationships between clients and account managers.

That’s why it’s so important to work on your territory management strategy, whether you’re just starting one, or updating an existing plan.

In this post, we'll go through how to create a sales territory plan step by step:

• Define your market, analyze, and segment existing customers.
• Conduct a SWOT analysis.
• Set goals and create targets.
• Develop strategies.
• Review and track your results.

What is a sales territory plan?

A sales territory plan is a workable plan for targeting the right customers and implementing goals for income and consistent sales growth over time.

Traditionally, sales territories were created by geographical location. However, these days it’s been extended to include different industries, customer types and other segments.

Follow these steps to create a sales territory plan:

The best way to start a sales territory plan is to first look at your customers, leads and prospects.

1. Define your market, analyze, and segment existing customers.

You should split up your customers into segments based on various characteristics such as: industry, location, purchase history and whatever else is relevant to the organization.

Ask yourself, “Who are the top customers, prospects and leads?” Categorize your customers into three groups.

• The first group should be your best customers , or the ones who require little effort.
• This is followed by the second group of customers: the ones who require a bit more work , but only those you are confident have potential revenue gain that justifies the extra work required by sales reps.
• The third group should be customers who require a lot of work .

With these groups formed, you can decide how to best use your resources.

To discover what key trends are in your geography or market, look over the sales data that’s already been collected. Analyze the data to find which territories show signs of growth and then assign them to the sales reps who would be most successful based on their strengths (more on that below).

Pro-tip: Learn about the best territory mapping software out there.

You can also use existing sales data from previous years to better understand buying patterns, but you'll have to do some additional research to learn why they are purchasing (or not), when they purchase, what drives the sale to go through and what the conversion rates are.

From this, you’ll learn how and when to reach out to your customers based on when they're likely ready to buy again, and how to really drive that sale home.

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2. Conduct a SWOT analysis.

Next, you should identify your sales team’s internal strengths and weaknesses and external opportunities and threats with what is known as a SWOT analysis.

A SWOT analysis is a process that identifies internal and external factors that can affect the organization’s performance. When you have a better understanding of your strengths, weaknesses, opportunities and threats, you can develop a stronger sales territory plan.

Everyone brings different talent and skills to the job, so it’s important to have a good understanding of what your team has to offer to help them excel and reach your goals. What strengths will you build on? What is your team good at? Where do they excel?

Consider them as a team, but also think about sales reps' individual strengths. After all, strengths aren’t just confined to team members; they reflect the organization as a whole too.

Knowing everybody’s strengths will help you decide which sales reps to assign to which territory.

Potential strengths might include:

• A diverse customer base
• An established distribution base
• An excellent service team

Which weaknesses do you need to respond to? Think about weaknesses amongst your team, but also in the sales process.

• A very large geographic area
• A lack of time to develop understanding of the products, markets and selling process
• Not understanding your customers' real needs

Opportunities

Are there any opportunities in your marketplace you can take advantage of? This data can also be discovered using CRM software.

• Untapped markets
• Under-served territories
• Growing demand for product or service

Take a look at the biggest threats in each territory and consider what threats in your selling environment you'll defend against.

Some threats you may discover include:

• Competitors fighting for the same market share
• Changes in technology
• New industry and regulatory standards

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3. set goals and create targets..

In order to make a successful sales territory plan, you must create clear parameters and realistic goals for the team as well as individual sales reps’ territories.

To do this, consolidate the trends you’ve discovered above to come up with S.M.A.R.T (Specific, Measurable, Achievable, Relevant and Time-based) goals and realistic targets.

Here are some questions you may ask:

How many new opportunities do you need to meet quota?

Having sales quotas are a great way to motivate sales reps, but if you find you're not meeting those quotas, you have a problem. There could be weaknesses in the sales pipeline, or you may need to seek new opportunities. In order to set goals and benchmarks for the team, consider using the top-down approach .

Using the top-down approach to sales quotas (where you set a goal for the period and then assign sales quotas to support this goal), you can go over the data from previous periods to get an idea of what your team was able to accomplish in the past and what a realistic goal for the future is. This can help you decide how many new opportunities you'll need to pursue in order to meet that goal.

Where do most of your leads come from? Which geographical regions should you concentrate on?

There are a number of ways to review customizable data using CRM software to discover where your leads are coming from. This can help you target areas of interest.

Which products or services are most profitable? Who is purchasing them?

Again, CRM software can automatically capture sales data and put it to work.

Which opportunities should we focus on?

With a CRM, you can quickly identify opportunities to help your sales team decide where to dedicate their time and resources. For example, Copper allows you to see past opportunities that are open, abandoned, lost or won in a Sales Performance report.

After learning what it is you want to achieve, you can give your team clear objectives for each territory.

4. Develop strategies to accomplish your goals.

With clear customer segments and goals in place, it’s time to create strategies to succeed.

Using the information collected so far, you can now work out an even distribution of specific regions or markets among individual reps.

The SWOT analysis mentioned above gives you a better idea of how to best assign your team members’ skills and talents to a territory.

The customer segments will help you figure out how often different accounts should be contacted and how to contact them.

Consider the following questions when creating your strategy:

• How will you go through current accounts?
• How can you leverage current successes?
• How will you generate new leads?
• Where do you need to improve?
• What does your team need in order to reach their goals and targets?

In addition, consider your resources:

• What resources do your sales reps need in order to manage their accounts?
• Which sales reps have the skills or connections you need?
• Are there any external resources you can use to help?

When creating your action plan, don’t forget to look at what your high-leverage actions are, what resources are needed, due dates and key milestones.

5. Review and track your results.

The final step for a sales territory plan is to take the time to review and track the results to optimize territory division. This is important for measuring progress to see how the plan is impacting sales.

You should use your plan as a guide to produce intended results and fine-tune it on a regular basis when needed.

Things to look for as you track your sales territory plan results:

• Have sales increased or decreased in a specific region or market?
• Are there any disparities between sales in different territories?
• What are the costs associated with each territory?
• Are any sales reps struggling to keep up with their leads?
• Are all sales reps meeting their quotas?
• Are any markets under-served and in need of more assigned sales reps?

Use a CRM to help create a killer sales territory plan.

Many organizations use CRM software to better gather data without depleting resources. CRMs allow sales reps to access insights into your pipelines, revenue forecasts , sales goals and progress and much more.

The best part: all of this data can be automatically compiled into reports used to create your sales territory plan, freeing up more time for your sales team to focus on building long-lasting relationships within their territories.

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Sales | How To

How to Create a Sales Plan in 10 Steps (+ Free Template)

Published March 9, 2023

Published Mar 9, 2023

REVIEWED BY: Jess Pingrey

WRITTEN BY: Jillian Ilao

This article is part of a larger series on Sales Management .

• 1 Establish Your Mission Statement
• 2 Set Sales Goals & Objectives
• 3 Determine Your Ideal Customer
• 4 Set Your Sales Budget
• 5 Develop Sales Strategies & Tactics
• 6 Implement Sales Tools
• 7 Develop Your Sales Funnel
• 8 Create Your Sales Pipeline
• 9 Assign Roles & Responsibilities
• 10 Monitor Progress & Adjust Accordingly
• 11 Examples of Other Free Small Business Sales Plan Templates
• 12 Sales Planning Frequently Asked Questions (FAQs)
• 13 Bottom Line

Sales plans enable businesses to set measurable goals, identify resources, budget for sales activities, forecast sales, and monitor business progress. These all contribute to guiding the sales team toward the company’s overall strategy and goals. In this article, we explore how to create a sales plan, including details on creating an action plan for sales, understanding the purpose of your business, and identifying your ideal customers.

What Is a Sales Plan? A sales plan outlines the strategies, objectives, tools, processes, and metrics to hit your business’ sales goals. It entails establishing your mission statement, setting goals and objectives, determining your ideal customer, and developing your sales strategy and sales funnel. To effectively execute your sales plan, assign roles and responsibilities within your sales team and have metrics to measure your outcomes versus your goals and objectives.

Ten steps to creating an effective sales plan

Download and customize our free sales planning template and follow our steps to learn how to create a sales plan to reach your company’s revenue goals.

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💡 Quick Tip:

Once you’ve created a sales plan, give your sales team the tools to execute it effectively with robust customer relationship management (CRM) software.

Use a CRM like HubSpot CRM to help your sales team collaborate on deals, develop sales reports, track deals, and create custom sales dashboards

1. Establish Your Mission Statement

A mission statement summarizing why you’re in business should be part of your action plan for sales. It should include a broad overview of your business’ products or services and your brand’s unique selling proposition. For example, you wouldn’t say, “We provide customers with insurance policies.” Instead, you might frame it as “We provide customers with cost-effective financial risk management solutions.”

It’s essential to fully understand your unique selling proposition before creating a mission statement. This allows you to learn why you’re different from competitors in your industry. It also helps you determine how your unique proposition suits a niche market better.

Steps on how to create a unique selling proposition

For instance, using the same insurance example above, you may realize specific markets are easier to sell based on that selling proposition. Therefore, it’s a good idea to narrow in on your mission statement by saying, “We provide startup businesses with cost-effective risk management solutions.”

2. Set Sales Goals & Objectives

Once you have summarized why you’re in business in a mission statement, begin setting sales goals . Typically, business goals will include one year, but may also include three- or five-year projections.

Steps on how to set sales goals

Here are a few options for how to set sales revenue goals for your business:

• Set sales amount: You may have a specific amount in mind for a sales goal. For instance, you may determine that $200,000 is a reasonable sales goal based on prior sales and your company’s ability to generate new business.
• Desired profitability: First, calculate the total anticipated expenses for the set time period to find the break-even point. From there, you can calculate how much revenue your team needs to bring in to make a certain profit margin. For example, if annual operating costs are expected to be $100,000, and you want to make a 30% profit, your sales goal is $130,000.
• Projected sales forecast: Based on an industry-standard or estimates you attained by running a sales forecast, you may find it’s better to use a projected sales forecast as your sales goal.

Pro tip: Projecting sales can be challenging without a suitable sales forecasting model. Our free sales forecast templates help you create simple, long-term, budget-based, multi-product, subscription-based, and month-to-month business sales forecasts. Some customer relationship managers (CRMs) like Freshsales have sales goal-tracking functionalities that allow you to set and assign sales goals for your team.

Five-year sales forecast template example (Source: Fit Small Business )

Sales goal tracking in Freshsales (Source: Freshsales )

Sales goals must reflect new business revenue and sales from existing or recurring customers. Then, you must add specific sales objectives that identify and prioritize the sales activities your team needs to complete to meet sales goals. This creates an objective way to measure success in hitting goals at all levels: organizational, sales department, team, and individual sales rep, which is an essential part of sales management .

For example, imagine your total revenue goal is $200,000 in year two and $300,000 in year three. You then add an objective, such as stating you want your business’ revenue from existing customers to grow 15% in year three. This can be measured by evaluating your percentage of revenue from existing customers in year three compared to year two.

3. Determine Your Ideal Customer

Determining the ideal customer or target market is the next step of your business plan for sales reps. It may have been accomplished when you developed your mission statement, but also when you set your sales goals and discovered how broad your market needs to be to reach them. Describing your ideal customer helps dictate who you’re selling to and your selling approach.

One way to establish your ideal customer is by creating a series of unique customer profiles . Each profile specifies key demographics, behaviors, interests, job positions, and geographic information about one of your ideal buyer types. Based on your customer profiles, you can then develop more targeted marketing strategies for lead generation and nurturing to move leads through the sales process more efficiently and close more deals.

Pro tip: Making a customer persona can be challenging, especially if it is based on the wrong data or if you just focus on the demographics. Check out our article on creating a customer persona to help you define your company’s ideal buyer types and guide your lead generation and marketing activities.

4. Set Your Sales Budget

After establishing your objectives and identifying your ideal customer personas—and before developing your actual strategies and tactics—you must identify a sales budget to work with. It should include estimated expenses for salaries, travel expenses, and the cost of any software tools or service providers used to help with sales and marketing. While these are meant to be estimates, research and due diligence should be done to avoid financial errors.

One way to set your sales budget, particularly for software tools and services you may be interested in, is to create and issue a request for proposal (RFP). Issuing an RFP allows you to post a summary of your needs to solicit proposals on potential solutions. In addition to providing accurate budget estimates from various qualified vendors and contractors, it may also help you discover cost-effective or high-performing options you were previously unaware of.

5. Develop Sales Strategies & Tactics

A sales strategy explains how you plan to outsell your competitors and accomplish your sales goals. It defines specific, detailed tactics your team will use to pursue your sales goals. These may involve using Google Ads, cold calling, and drip email marketing campaigns as part of a lead generation strategy. Available strategies differ depending on your company’s resources, skill sets, sales operation, and product or service offerings.

Strategies and tactics should be personalized for your ideal customers based on their unique interests, behaviors, and the best ways to connect with them. For example, some customer profiles show your ideal buyer generally only makes purchases based on trusted referrals. In this case, you could implement a referral strategy that provides incentives to generate more customer referrals .

Plus, different sales strategies will be needed to acquire new business vs keeping existing customers. When selling to existing customers, for example, your strategy could include cross-selling tactics where additional products are recommended based on prior purchases. The short-term cross-selling tactics could require customer service reps to send 30 emails per week recommending a complementary product to existing customers.

For a new business strategy, sales reps might rely on emotional selling methods when using cold calling as a tactic. Instead of product features, cold calling scripts would be geared to evoke feelings that lead to buying decisions. Tactics could reflect the objective of having reps make 15 cold calls each week. They could use a script that opens with a story about how a purchase made a customer feel or how someone felt because they didn’t purchase the product.

Pro tip: Ensuring your strategies are properly executed requires excellent sales leadership and a healthy environment for sales reps to operate in. Our how-to guide for building a positive sales culture shows you how to create an environment that promotes high job satisfaction, low employee turnover, and profitability.

6. Implement Sales Tools

Your sales strategy template should reference the software, hardware, and materials you use to manage the sales operation and make each team member more efficient. One of the most notable tools to include is the customer relationship management (CRM) system . It allows your team to organize contact information, streamline sales tasks, and facilitate communication with customers and leads.

HubSpot CRM , for instance, makes it easy to organize information about leads, contacts, and deal opportunities. Additionally, from a HubSpot CRM lead profile, you can initiate a conversation with that contact by calling, emailing, or scheduling an appointment.

HubSpot CRM contact profile (Source: HubSpot )

CRMs are also used to monitor and report sales progress. For example, many have dashboards and functionality, such as alerts, which make it easy to identify where your team may be underperforming. These could also tell you which leads are most likely to convert and should be focused on. Sales information such as deals closed, revenue generated, and leads created can be presented in a detailed report .

These types of insights can also be shown on the CRM’s system dashboard . Pipedrive is an example of a CRM that has a customizable dashboard that displays both activity information and performance-based data. Activity data include emails sent, received, and outstanding tasks to be completed. Performance-based data, on the other hand, have deals lost or the average value of won deals.

Pipedrive’s customizable dashboard (Source: Pipedrive )

Other sales enablement tools can make your sales team more effective. These include voice-over-internet-protocol (VoIP) phone systems , lead generation platforms, email campaign tools, content creation platforms, and task automation software. These tools can be found within CRM software or through CRM integrations and standalone applications.

In addition to technology tools, sales and marketing templates should be used to streamline outreach initiatives. Scenario-based, premade sales email templates , for instance, allow salespeople to have an email already crafted for their specific situation.

Creating and storing business proposal templates in your CRM also streamlines the contact procurement and business proposal generation process . This way, whenever a prospect says they’d like to receive a quote or you’re responding to a request for a proposal, you already have a customizable template ready to go.

Pro tip: Effective cold calling scripts sales reps can use as a guide when placing calls to new leads is a tremendous sales tool to include in your action plan for sales. Get started using our guide for writing a cold calling script , which includes examples and free templates.

7. Develop Your Sales Funnel

Setting up a sales funnel within your sales strategy template lets you visualize the stages of the customer journey, from becoming aware of your business to buying from it. By creating and understanding the different statuses of your leads, you can track progress and determine how effective you are at converting leads to the next stages in the funnel.

Using a sales funnel with conversion rates also makes it easier for you to adjust your sales strategies and tactics based on how effectively you’re getting leads through the funnel. For instance, let’s say you have 100 leads in the awareness stage of the funnel. You decide to cold call 50 of them and write a sales email to the other 50 to qualify leads by setting up a product demonstration.

After each campaign, you find you were able to qualify seven of the leads that were cold-called and only two of the leads you had emailed. Based on these funnel conversion rates of 14% (7/50) from cold calling and 4% (2/50) from emailing, you would likely adjust your tactics to focus more on calling instead of emailing.

Do you need help creating a sales funnel for your business? Our guide to creating a sales funnel explains the step-by-step sales funnel creation process and provides free templates and specific examples.

8. Create Your Sales Pipeline

Once your sales process’ sales funnel stages are identified, develop the sales pipeline stages . These stages include your team’s sales activities to move leads through the funnel. For example, you need to get a lead from the sales funnel stage of brand awareness to show interest in learning more about one of your services. To do this, you could add a sales pipeline activity like setting up a demo or presentation appointment through a cold call.

Adding your sales pipeline to your sales strategy is essential because it describes all the activities your sales reps need to do to close a sales deal. CRM systems like Freshsales allow you to create and track the pipeline stages for each lead or deal within the lead record.

Funnel view of Freshsales’ deal pipeline (Source: Freshsales )

Listing each pipeline stage also helps you identify tools and resources needed to perform the activities for each stage. For example, if you use phone calls to initiate contact with or introduce a product to a lead, you could develop outbound sales call scripts for your team.

After the initial contact by phone, you may use email to follow up after a call and then nurture leads throughout the sales process. As part of your follow-up, create and automate a sales follow-up email template to get them to the next pipeline stage.

The sales funnel shows where a lead is in the sales process. The sales pipeline, on the other hand, lists activities needed to drive leads to the next stage in the sales funnel. Both should be used in your sales strategy when defining the repeatable steps required to generate leads and close deals. Check out our article to learn how to create a winning sales process with insights on both creating a sales process and measuring its success.

9. Assign Roles & Responsibilities

Regardless of the size of your business or sales operation, your business plan for sales reps should include the role and responsibility of each person in the sales team. Each role should have a name, such as someone being a sales development representative (SDR). There should also be a summary of their responsibilities, such as “the SDR is responsible for setting up sales appointments using the activities listed in the sales pipeline.”

Measuring the performance of any sales position is simple through key performance indicators (KPIs). Specific KPIs should be used to measure performance for each role and should be included in your plan. Below are some examples of KPIs that can be used by the members of the sales team and their respective responsibility:

• Sales development representative: Responsible for introducing products and services, qualifying leads, and setting up appointments for the account executive. Performance is measured by calls placed, emails sent, and appointments generated.
• Account executive: Responsible for nurturing qualified leads, delivering the sales pitch , sending quotes, and closing deals. Performance is measured by business proposals sent, the average time in the proposal consideration stage, deals closed, and deal closing rate.
• Customer service representative: Responsible for managing customer needs, handling billing, and managing service tickets by assisting customers. Performance is measured by customer satisfaction, retention rates, and total tickets resolved.
• Sales manager: Responsible for the entire sales operation or team for a specific region or product/service line. Performance is measured by job satisfaction rates of sales reps, pipeline and funnel conversion rates, team sales deals closed, and team revenue growth.

While assigning roles in your plan, a sales rep’s territory could be based on geography, industry, potential deal size, or product/service line, creating more specialization for better results. Our six-step process on proper sales territory management is an excellent resource for segmenting, creating, and assigning sales territories.

This section of the business plan is also a prime spot for individually setting sales quotas for each rep or team needed to hit your organizational sales goals. Sales quotas should be a specific KPI for that sales role and be set based on the experience, skill level, and resources of that individual or team. These quotas should also be based on your organizational, department, and team goals and objectives.

10. Monitor Progress & Adjust Accordingly

Once the strategic business plan is in motion, monitor its progress to make any required adjustments. For instance, while your sales operation is running, you may find certain sales tactics are working better than expected, and vice versa. Your sales goal template should account for using that tactic more, as well as any new sales tools, budgetary changes, new roles, and possibly even a new sales goal.

As in the earlier example, if you found that cold calling was significantly more effective than emailing, reduce or abandon the email method in favor of cold calling. You could also invest in sales tools especially useful for cold calling, such as power dialing using a voice-over-internet-protocol (VoIP) phone system, or hire additional staff to place calls. All of these will be part of your updated business plan.

Pro tip: Focusing on the big picture by creating, executing, and adjusting a strategic business plan is one of the most critical traits of an effective sales leader. For more insights on what it means to be a sales leader and how to become one, check out our ultimate guide to sales leadership .

Examples of Other Free Small Business Sales Plan Templates

Apart from our free downloadable sales strategy template, other providers have shared their version of a free strategic sales plan examples. Click on our picks below to see if these templates fit your business process better:

HubSpot’s free sales planning template helps users outline their company’s sales strategy. It contains sections found in most sales plans, as well as prompts for you to fill out your company’s tactics and information. These include company history and mission, team structure, target market, tools and software used, positioning, market strategy, action plan, goals, and budget.

HubSpot sales strategy template (Source: HubSpot )

HubSpot’s sales goals template with the mission, vision, and story of the company (Source: HubSpot )

Visit HubSpot

Asana’s free sales plan template helps organizations analyze their current sales process, establish their sales objectives, identify success metrics, and plan actionable steps. The sales business plan template is embedded within Asana’s platform, automatically integrating aspects such as goals and measuring them against results or sales performance.

Asana sales plan example (Source: Asana )

Visit Asana

Sales Planning Frequently Asked Questions (FAQs)

What is sales planning.

Sales planning is creating a document that outlines your sales strategy, objectives, target audience, potential obstacles, and tools to achieve goals within a specified period. This may include your daily, monthly, quarterly, yearly, and long-term revenue objectives.

What is included in a sales plan?

A sales strategy plan template typically includes the following key elements:

• Target customers, accounts, or verticals
• Stock-keeping units (SKUs)
• Revenue targets or forecasts
• Strategies and tactics
• Pricing and promotions
• Deadlines and directly responsible individuals (DRIs)
• Team structure and coordination
• Market conditions

What are the different types of strategic sales planning?

The type of strategic planning for sales that you choose for your team ultimately depends on different factors. These include your revenue goals, available resources, the ability and bandwidth of your sales team, and your personal commitment to your plans. Once you have determined the details of these factors, you can choose from these types of strategic sales planning:

• Revenue-based sales action plan template: This is ideal for teams aiming for a specific revenue goal. It focuses on in-depth sales forecasting, improvement of conversion rates, and closing more deals.
• Sales business plan based on the target market: This plan is best for businesses that cater to several markets that are different from each other. In this situation, you must create separate sales goal templates for enterprise companies and small businesses.
• Sales goals plan: This focuses on other goals such as hiring, onboarding, sales training plans, or sales activity implementation.
• New product sales business plan: This plan is developed for the launch and continued promotion of a new product.

Bottom Line

While any business can set bold sales goals, creating a sales plan outlines how your team will achieve them. By following the best practices and 10-step process laid out above, your sales goal template defines what your sales process will look like. It will help establish baselines for accountability and identify optimal strategies, tactics, and the tools needed to make your team as efficient as possible.

About the Author

Jillian Ilao

Jill is a sales and customer service expert at Fit Small Business. Prior to joining the company, she has worked and produced marketing content for various small businesses and entrepreneurs from different markets, including Australia, the United Kingdom, the United States, and Singapore. She has extensive writing experience and has covered topics on business, lifestyle, finance, education, and technology.

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• Sales Mapping

Territory Plan Templates for Successful Sales Teams

• On Aug 9, 2022

Your business wants to grow by adding new and profitable customers. Your team wants to earn by identifying and closing attractive prospects.

It’s a simple, mutually beneficial relationship. But there’s a third party that disproportionately impacts a sales team’s success or failure. That third party is sales territories.

And it’s not easy to create and optimize them, making it hard to generate the consistent sales growth your business needs.

Many companies use a territory plan template to help them move into new areas and scale their reach. Technology plays an important role in the process.

To help you create effective sales territory plan templates, we will explore foundational information, best practices, and approaches you need to build a successful territory planning.

Important Factors for a Successful Sales Territory Plan Template

Before we jump into the different templates, what factors help create a successful sales territory plan? There are three simple things that you need to consider before starting the sales territory plan process:

• Data: What data will you use to inform your sales territory planning? (See below for more information on this.)
• Equity: How will your plan give each sales rep an equitable opportunity and equitable resources to maximize their earnings?
• Balance: Does every territory in your plan offer sales coverage that matches the sales capacity?

These are your ultimate goals when working on sales territory plan templates: using the right data to create equity and balance. And a 30-60-90 plan is one of the best approaches to reaching those goals.

What is a 30-60-90 Day Sales Territory Plan?

Like all sales territory plan templates, a 30-60-90 day sales territory plan serves as a framework. It’s a blueprint for building out a highly profitable territory for the business. A 30-60-90 day sales territory plan covers the following three things:

• Research: Spend the first 30 days defining the market, creating customer personas, evaluating from a SWOT perspective, getting to know the competition, and identifying top opportunities.
• Launch: Before 60 days have expired, launch your territory plan by doing the following: setting sales goals, finding leads, optimizing routes, and setting monthly quotas.
• Scale: The last portion is optimizing territories to scale for the future. This can include getting feedback from reps, conducting quantitative analyses of performance, talking to customers, etc. All companies want consistent sales growth, and this approach to sales territory plans helps you get there.

This is just a high-level overview of what it’s like to use a 30-60-90 day sales territory plan template. But you’ll want to consider your sales reps and your unique circumstances and needs when creating this type of plan for your business and sales team.

How to Create a 30-60-90 Day Territory Plan

How do you create a 30-60-90 day sales strategy for your target market? To use this approach to creating a sales territory plan, follow these steps to develop strategies that help build your sales pipeline:

• Personas: Who is your perfect customer? Build out a persona that reflects all of the characteristics that you are looking for in a client, as well as the unique challenges and needs of that ideal customer.
• SWOT analysis: Look at your team and business from a strengths and weaknesses perspective, and then evaluate the territory from an opportunities and threats standpoint. That’s the simplest way to conduct a SWOT analysis.
• Competitive research: Who is the competition in the territory? What does your business offer that theirs does not? In other words, what is your competitive advantage?
• Profitable accounts: Who are your top prospects? Find the accounts that can be most profitable and use them as a starting point in the territory.
• Sales goals: Set specific goals for your team in the territory. What results will they be able to deliver? And by when?
• KPIs: Create a dashboard that includes all of the metrics that really matter to your success in the territory — the key performance indicators.
• Additional leads: Beyond the top prospects established in No. 4 above, what other leads look attractive?
• Route optimization: Optimize routes for your salespeople so that they can spend more time selling and less time traveling.
• Monthly quotas: Create monthly quotas for your representatives to hit. These quotes should derive from the information gathered in the previous steps.
• Feedback: Get feedback from your reps on how things are going in the territory. They are on the ground in the area and should be one of your best sources of information.
• Analytics: Look at the performance numbers. Where are you exceeding expectations? What areas need more attention?
• Customer interviews: Talk to customers about their experience with your business and its salespeople. You can learn a lot from the people who have said “yes” to your pitch.

And then, it’s time to carry on into the future, continually optimizing and making adjustments as circumstances change. While there’s no end to the tweaks you’ll need to make to your sales territory plan, the 30-60-90 day approach accelerates your work and helps you build a viable territory as quickly as possible.

Other Sales Territory Plan Template Strategies

The 30-60-90 day approach to sales territory planning isn’t the only one available to you. You have other options you can use for your sales plan, which we explore below.

Biggest Potential

The simplest template for territory planning is looking at the biggest potential. This can include finding large metropolitan areas where prospects will be close in proximity. These areas are full of opportunity, and they allow your salespeople to maximize that opportunity by spending less time traveling and more time selling.

Internal Data

As an existing business, you likely have reams of data that can be used to create a territory plan template. Get geolocation data indicating where your existing customers are, where your latest opportunities are, and where your accounts sit in the pipeline.

The drawback to this approach is the echo-chamber effect. You’re working from your existing data, so there’s no opportunity to bring in third-party learnings that can positively impact your business.

Industry Data

Industry data can help you overcome the echo-chamber effect. Industry data that could be helpful include incorporation filings in various states, permit filings in various cities, as well as new developments in markets of interest.

The drawback to this approach is that it gives you information on areas that you’re already interested in. It cannot help you identify areas that you should be interested in.

Multiple Data Sources

There’s no shortage of data available to you. If you have time to get complex with your territory planning, you can combine your internal data and industry data with other information like census results, economic factors, consumer trends, etc.

This level of data can be incredibly insightful when planning territories, but it can also be unwieldy. You need a great deal of time and resources to properly use this approach to territory planning.

How to Use Maptive Mapping Software for Territory Planning

To properly use territory plan templates, you need technology that accelerates processes and gives you accurate data to make decisions.

At Maptive, we offer a platform that allows you to plan territories that are fully aligned with your sales goals. Our software offers a suite of tools that lets you take a data-driven approach to planning. Use Maptive in your sales process to:

• Use demographic and census data to drive decisions.
• Leverage heat mapping to identify opportunities.
• Create drive radius maps .
• Optimize multi-stop routes .
• Calculate distances .
• Put the right customers into fully optimized territories .

We’ll soon introduce a feature that allows you to automate territory creation and optimization .

Maximize your territory planning and gain more market share when you start a free Maptive trial .

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A Step-By-Step Guide to an Efficient Sales Territory Plan

According to Harvard Business Review, quality territory design can increase your revenue by 2 to 7 %. That’s why the territory plan is an important strategic groundwork for sales.

It helps you understand where your opportunities are. How to reach the right potential clients and achieve your goals. If it lacks balance, you invest too much time into non-potential leads and too little energy into profitable ones.

This guide will guide you through the steps necessary for crafting a successful sales territory plan.

What is the Sales Territory Plan? 

It is a strategy for  effectively targeting  and  approaching  prospects, leads, and existing customers. The main objective is to close more deals. Traditionally, sales territories were created solely by  geographical locations . That is where the word “territory” originates. Salespeople focused on prospects within a specific geographic area. 

Nowadays, the digital era changed this. Reps contact leads and customers through phone, email, or other virtual channels. Personal sales meetings are  almost completely eliminated . 

Therefore, an approach to work mainly geographically  lost its purpose . 

The territory mapping template now covers many factors:

• Types of industries
• Business site
• Deal potential
• Customer types
• Account types
• Referral source
• Degree of purchasing a product

Scale your business with the Psychology of Selling!

The  current role of territory mapping  is to set proper sales quotas, define various strategic fields, and lower costs. Based on these, managers should provide the team with an  efficient plan  to improve productivity. Sales reps can therefore work strategically to address the right needs of  the right customers . 

A quality territory plan should have several main objectives:

• Assign the right segments to the right reps based on their expertise
• Optimize customer experience by equipping the team with unique challenges
• Build a base for strong, lasting customer relationships
• Ensure that sales teams’ work ensures the strongest ROI possible

Why is Sales Territory Planning Important? 

The Sales Management Association conducted  a survey  with around 100 organizations. Those with an  effective territory design  had a  14 % higher sales objective  achievement than the average. On the contrary, the same study claims that the institutions with  ineffective plans  had  15 % lower success rate  than the average. 

Therefore, creating a sales territory plan template truly encourages efficiency and boosts profits. Let’s look at some most important advantages. 

Higher progress and optimized strategies:  Segmenting your opportunities by detailed criteria helps you to build a tactical approach towards sales. With data-driven insights into territories, you improve performance and see strengths as well as weaknesses. Therefore, you make more strategic decisions. 

More time for selling:  Industry analysts’ studies repeatedly show a decline in productivity due to unproductive approaches to sales. Such as educating agents about segments that other reps may already know. 

In contrast,  Harvard Business Review  claims that businesses show a sales increase of up to  7 %  by simply redesigning their focus. Having a great territory mapping strategy, therefore, leads to less time for unnecessary training and more space for selling. 

Balanced workload:  Territory mapping template helps avoid people being counterproductive by working on the same task. It ensures each sales rep is at full capacity in their own assigned field. This way, you also lower agents’ frustration and reduce turnover. 

5 Steps to Create a Sales Territory Plan

A balanced sales territory plan makes wonders for your business. Yet, you need a unique approach. One that fits your business specifically. What works for one company doesn’t necessarily have to work for another. 

Here are  5 steps you should follow  to create a well-suited territory plan.

#1 Define Your Business Goals and Objectives

• Financial Goals

Before you can start planning, you need to know  what you want to achieve . There are many different approaches to setting sales goals.

First, let’s discuss  financial goals . Start on the top – from big sales numbers – and work your way down. Set your annual financial goal. Then  break it down  into quarters, months, and even weeks. 

Example:  Let’s say that your annual goal is  500 thousand USD. That makes your quarterly goal 125 thousand USD and monthly goal 41,7 thousand USD . 

Unsure what your annual goal should be? For starters, it’s good to take  last year’s sales numbers  and  add ten percent to them . Of course, this depends on your financial situation. It can be more, and it can be less. 

• Strategic Goals and Objectives

Now, let’s continue with a plan on what  objectives  you’re trying to  accomplish . This will bring more clarity to your company’s goals and industry trends. 

To put together what you are trying to achieve, answer the following questions:

• What is the mission you are heading towards?
• What do you want to offer your customers? 
• What are key trends in your industry?
• Do you comply with these trends?
• What is your average conversion rate?
• How many prospects do you need to meet your goals?
• Which of your services is selling the best?
• Why can that be?

This is  the first step  towards creating a productive territory mapping system. 

#2 Analyze Your Market and Segment your Customers

After clarifying your goals, you should dig deeper into your market field and split your customers into segments. This can be done based on different characteristics. Industry, purchase history, location or any other relevant data. 

Define your customers:

Exploring your market clearly showcases who your customers are. 

Use these questions to look closer at them: 

• What is your target group’s common pain point?
• What do they often purchase? 
• How does it lead to deals you have won? 
• What caused a loss of deals you didn’t win? 

Segment your customers:

Determine how to segment based on what is relevant for your business. You can divide the criteria by B2B and B2C sectors. 

• For B2B (business-to-business) sales:  department function, organizational roles or business type and size, etc. 
• For B2C (business-to-consumer) sales:  behavioral patterns, location, demography, psychography, etc.

Define key market trends:

It may be based on your market or on geographical location. Simply, on  anything relevant  to your business focus. The main point is to identify your business environment. 

What to look for:

• What are the key trends in your industry based on diverse criteria?
• What makes your business unique?
• How can you use your findings to drive more sales?

Besides searching for new findings, look at  relevant  statistics  you have  already collected . An intelligent revenue platform Xactly claims that with the right data insights, companies can  reduce territory planning   time  by up to  75 % . 

Based on your current findings, select those territories that show  signs of growth  in comparison to the past results. Then assign these to your best-fitting sales reps. This way, they will know how to drive sales based on  trend-evolving tendencies . 

Evaluate competition

Your own business data is not the only way to analyze and segment a market base for territory planning. You can, and you should  learn a lot from your competition . 

First, put together  who they are . Then, think of what they offer and why customers choose their products. How can you use it, so they  rather choose you  next time? 

Observe  a competitor’s product features and compare them to yours. 

Follow mainly these criteria: 

• Positioning 

#3 Set Goals and Create Targets

Until now, you had defined your goals, analyzed your market environment, and segmented your customers. Now it’s time to  create targets . Well-tailored targets let you achieve bigger things. 

Our advice  – do it  S.M.A.R.T.  This abbreviation represents how your targeting strategy should look: Specific, Measurable, Achievable, Relevant, and Time-based. 

Create targets for  both your teams  but also for  individual reps . These will put your business into order, as well as uncover what works and what needs to be modified. It will also  motivate your sales agents  to be more productive and motivated. 

So, how do you create Specific, Achievable, yet Time-based and Measurable goals? The target should be as  tangible  and  well-organized  as possible. You need to have a  precise target number  in mind, but don’t create too much pressure on your sales agents. Otherwise, they will end up confused and frustrated.

Here is a practical example: 

Rather than setting a target of closing  60 deals a year  to meet quotas, set a target of making  15 calls each week . A smaller number in a relatively short time feels much more tangible. This way, you are  giving your agents a task but empowering them to take a charge of how they handle it. The above-mentioned approach is also easier for you to monitor. 

#4 Perform a SWOT analysis

The SWOT analysis is a no-brainer. Yet, it’s an  incredibly powerful tool  to boost your business strategy. 

It uncovers base factors that influence your business, so you can develop a strong territory plan. This way, you will have a clear understanding of  what work needs to be prioritized  in order for the company to grow. 

SWOT consists of 4 words:  Strengths, Weaknesses, Opportunities, and Threats. 

Strengths 

Strengths analysis tells you which of your advantages you can utilize to make your business grow. 

The first step is to define the objectives of your strengths:

• Where do they excel?  
• What strengths do you want to build on?
• How can you use your team to execute the strategy?

Focus mainly on the last question. Sales reps are your  strongest attribute . Each person has their  own background  and  unique experiences  to offer. We will look deeper into this a bit later.

Here, think of your soft spots. What are the  vulnerabilities of your business ? Look into your sales processes, but identify weak points in your team, too. 

Examples of what can be your possible weaknesses:

• An overly large geographical area you cover
• Insufficient understanding of your product – from both your and customers’ side
• Lack of understanding to your customer’s real needs
• Chaotic or missing sales tactics

Opportunities

Most businesses have opportunities they either  don’t realize  or  don’t utilize . What are yours?  Look for a gap  in the market that you can fill.

Examples of possible opportunities to keep an eye on:

• Lack of competition in your field
• Under-served territories
• Growing demand for your products or services
• Sales representatives with connections to the right customers

As there are opportunities, there are also threads you need to be aware of. In each territory of your plan, consider what can harm your business. This way, you can easily avoid it. 

Examples of possible threats:

• Unexpected changes in your market
• New industry and regulation standards
• Strong competitors fighting over the same market

Keep in mind that these factors are not standing alone.  They work together . What is your  strength  that may also be a  big opportunity ? You just need to find the right territory and sales professionals to make use of it. 

But don’t only focus on where you can benefit. In contrast, an area that hides a  severe competitive threat  requires  special attention  to protect your business from any negative surprises. 

Another important insight – SWOT analysis doesn’t only point out big things, such as revenue, market needs, or geography. It can  reveal small issues  you shouldn’t overlook. Such as gaps in the systems you otherwise wouldn’t see. Or a need for  better training . There may even be a  hidden challenge  within the product or service you offer.

Therefore, the SWOT analysis is not only here to show precise results. It makes you  think complexly  about how your business and territory plan works and how it should work.

#5 Assign Leads

Now that you analyzed where your agents’ best knowledge lies,  start  assigning  the most  suitable reps  to  each territory . 

First, we recommend  categorizing your leads by value . Some of them are not very likely to bring a lot of profit. Others are promising, with a high chance of becoming customers. And some are almost in your pocket.

• First group:  It should contain your most valuable leads. Those who require little effort in order to purchase your product. 
• Second group:  Here are leads who need a bit more work but still present a pretty high chance of generating revenue. Therefore, they are worth investing more time into.
• Third group:  Leads in this category require a lot of effort in order to turn them into paying customers. 

After you form the groups, decide how to  use your resources  to best reflect them. Assign leads from each of the three categories to  fitting sales reps . The first group will probably require your most experienced agent. The second and third groups can be handled by others. 

Also, as we mentioned earlier,  use reps’ specific experiences . If you communicate with a lead from the pharmaceutical industry, assign an agent who already has established relationships in this field. She or he, therefore, knows how to talk the leads’ language. Another person can have deep knowledge in closing deals within the financial sector. Use it to your advantage.

You can also use the same system with experiences based on  other attributes , such as company or deal size, location, etc. 

Tools You Need to Build Your Sales Territory Plan

After completing all steps according to our guide, you will need  a few tools  to put things into action. Here, we will explain what systems are  essential  to seamlessly execute your quality sales territory plan.

#1 Office Software

Whatever visual approach you take towards crafting your territory map, you need  reliable office software . That helps you turn your plan into  tangible documentation , no matter if you seek an image, graph, or table. 

Office software usually includes applications for word processing, email, spreadsheets, and presentation decks . The two most popular tools are  Microsoft 365  and  Google Workspace . 

Google Workspace is generally a better choice for  small  to  medium-sized   businesses.  Those that are good to go with a simple solution. In contrast, Microsoft 365 has  enterprise-grade features  for big, more complex companies.

Here , you can find an  overview of the best office software for 2021 .

#2 Territory Mapping

Sales territory mapping software is key for each successful plan, taking all important data from the CRM (customer relationship management) system. It assists with organizing information for various territories and visualizing them on a map. This gives you a detailed insight into prospects within a specific area. 

The sales territory mapping software easily filters important data. It offers  deep insights  into customer or leads behavior. Such as previous interactions or their last visits. Therefore, it helps figure out  what are the next possible steps  you need to implement for better targeting. This information may then be  easily distributed  amongst all agents. 

Managers can also make use of the sales territory mapping software to measure performance and see  which process resulted in a sale . It saves time and may result in better collaboration. Between sales reps and leads, as well as between your team members internally. 

Simply, it lets you  squeeze the most out of each territory field .

#3 Customer Relationship Management Platform

A CRM system makes data processing much easier. It allows you to  track all the important details  about prospects and interactions with them. CRM contains a whole communication history and keeps track of all necessary information. 

This way, your reps always have  access to each detail , which supports them in closing more deals. Data analysis in CRM also helps companies with customer  retention  and  account growth . 

Especially when you  integrate  it with your  calling software . This way, you  automate the process  of merging data from both systems into one. You can keep them in a single, well-organized place. 

#4 Sales Team Communication Software

Almost everything we do today,  we do remotely . If you are selling, you need  several online communication platforms . Such as email, social media accounts, SMS or a  quality calling system . 

Yet, for current needs, an old analog call center phone setup just doesn’t do the work anymore. Your reps are probably  traveling a lot  or  working from home . A  cloud-based calling solution  – an online phone – allows them to contact leads and customers from anywhere. They can also  receive inbound calls  on their  own laptops  or  phone s without using a personal number. 

No need for additional hardware. The software does all the work. 

What’s more, traditional phone lines miss countless features. These can rapidly boost your sales. For example, having  statistics  that evaluate data directly from your software is a huge plus for crafting an effective sales territory plan. 

Then, there is a  call recording  feature. This cuts the time for personally observing new sales reps’ performance. You may listen to their phone calls. Anytime, from anywhere. It further  helps  agents with  closing deals faster  and  collects valuable insights  for your territory planning. Since you can come back to each conversation, call recording lets you explore customers’ pain points, needs, likes, and dislikes. 

Through the  call monitoring  feature, you can  listen to phone calls  in real-time. It allows you to enter the call when agents need help. It also lets you talk with your reps without the caller hearing you or even joining the conversation. Call monitoring often discovers a space for  additional mentoring . 

With  skill-based routing , you can put your territory mapping findings into action. The tool allows you to assign the best-fitting agents to the best-fitting clients. Or utilize  VIP queuing  to make your most precious customers feel important. 

In  CloudTalk , we have all  these features  and  50 + more . Build your sales territory plan with an industry-leading cloud-based calling solution. 

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In the event that you plan on opening up a business, you want to make sure that it’s in an area where you know you’re going to be able to attract customers and be able to take advantage of the market. This area is what you would call your territory and you want to make sure that it’s a place where your simple business can thrive in.

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• Unconventional

Russia Maps Show 25% of Moscow Without Power Amid Winter Freeze 'Emergency'

Russian President Vladimir Putin has ordered the nationalization of an ammunition plant in Moscow after a mechanical failure caused tens of thousands of Muscovites to lose heat and water amid freezing temperatures beginning last week.

On January 4, a heating main burst at the Klimovsk Specialized Ammunition Plant in the town of Podolsk, which is around 30 miles south of central Moscow. Since then, tens of thousands of Russians are reported to have no heating in their homes in the Moscow region amid subzero temperatures.

Affected areas include the cities of Khimki, Balashikha, Lobnya, Lyubertsy, Podolsk, Chekhov, Naro-Fominsk, and Podolsk, a map published by a Russian Telegram channel and shared on other social media sites shows.

⚡️Map of European cities where people complain about the lack of heating and electricity due to the restriction of #ruZZian energy supplies 😆😆😆😆😆 pic.twitter.com/o0kldiLwiy — Aurora Borealis 🤫 (@aborealis940) January 8, 2024

Other Russian media outlets reported that in Moscow, residents of Balashikha, Elektrostal, Solnechnogorsk, Dmitrov, Domodedovo, Troitsk, Taldom, Orekhovo-Zuyevo, Krasnogorsk, Pushkino, Ramenskoye, Voskresensk, Losino-Petrovsky, and Selyatino are also without power.

That means that in total, more than a quarter of Moscow's cities have been hit with power outages and a lack of heating.

Newsweek has contacted Russia's Foreign Ministry for comment via email.

Many residents have taken to publishing video appeals on social media to complain about their freezing conditions. In one clip, people living in Moscow say that they are left with no choice but to warm their homes with gas stoves, heaters, and "whatever else we can find." Others said they are lighting fires in the streets to keep warm.

Andrei Vorobyov, governor of the Moscow region, announced on Tuesday that Putin ordered the ammunition plant to be nationalized because two of its owners have been "located abroad." He didn't name the individuals.

"We received the right to take control of this boiler house within the framework of an emergency," Vorobiev said, adding that the plant's boiler room was managed "very poorly" and there was "virtually no qualified competent personnel."

Russia's Investigative Committee has opened a criminal case over Klimovsk Specialized Ammunition Plant not meeting safety requirements.

On Tuesday, the committee said that because of the incident, the deputy head of Podolsk's administration, the head of the plant's boiler house, and the general director of the ammunition plant had been detained.

Residents of Selyatino have described the situation as "some kind of struggle for survival," Russian Telegram channel ASTRA reported.

Power outages have also struck St. Petersburg, Rostov, Volgograd, Voronezh, Primorsky Territory, and Yekaterinburg.

Do you have a tip on a world news story that Newsweek should be covering? Do you have a question about the Russia-Ukraine war? Let us know via [email protected].

Uncommon Knowledge

Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.

About the writer

Isabel van Brugen is a Newsweek Reporter based in Kuala Lumpur. Her focus is reporting on the Russia-Ukraine war. Isabel joined Newsweek in 2021 and had previously worked with news outlets including the Daily Express, The Times, Harper's BAZAAR, and Grazia. She has an M.A. in Newspaper Journalism at City, University of London, and a B.A. in Russian language at Queen Mary, University of London. Languages: English, Russian

You can get in touch with Isabel by emailing [email protected]  or by following her on X @isabelvanbrugen

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Metallurgicheskii Zavod Electrostal AO (Russia)

In 1993 "Elektrostal" was transformed into an open joint stock company. The factory occupies a leading position among the manufacturers of high quality steel. The plant is a producer of high-temperature nickel alloys in a wide variety. It has a unique set of metallurgical equipment: open induction and arc furnaces, furnace steel processing unit, vacuum induction, vacuum- arc furnaces and others. The factory has implemented and certified quality management system ISO 9000, received international certificates for all products. Elektrostal today is a major supplier in Russia starting blanks for the production of blades, discs and rolls for gas turbine engines. Among them are companies in the aerospace industry, defense plants, and energy complex, automotive, mechanical engineering and instrument-making plants.

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