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The SiriusDecisions Territory Optimization Project


This project addresses optimizing an organization’s sales territories to enable the most effective allocation of sales resources to accounts and prospects. This enables the CSO, senior sales executives and the Sales Operations leader to implement effectively their sales coverage strategy, balancing and prioritizing the opportunity and workload of each territory. Usually, territory optimization is coordinated with Marketing to align Field Marketing tactics with Sales activities.


CSOs and Sales Operations leaders face a significant challenge - how to optimize the allocation of sales resources targeted to existing accounts and prospects and efficiently utilize scarce resources. Correct Territory definition directly impacts the likelihood of achieving revenue and market penetration targets for individual sellers, business units, channel partners, and the rolled up strategic plan for the enterprise. The process of optimizing assignments is made more complex by the fact that multiple criteria can drive the territory definition, including geography/location, vertical or market segment, and tiered customer models based on company size and strategic value. There are also challenges that arise from the Sales organization structure, including the mix of inside and field sales teams, new account versus installed base teams, and channel partners. Finally, the cost of sales and resource requirements may vary by the unique buying models associated with individual territories. Developing and managing optimal sales territories is a critical step in developing sales quotas and staffing plans that are based on the total potential opportunity in a sales territory rather than on historical sales performance of a territory or a rep.


Territory Optimization is a project delivered by SiriusDecisions Consulting to address this critical challenge. Sales and Sales Operations leadership will leverage our large-scale database integration and advanced analytics to combine a company's internal data with comprehensive, consistent, and detailed market metrics by industry, company size, function, and geographic area. After this project they will know:

  • What segmentation and opportunity allocation matches their GTM model for optimal territory design
  • How to classify accounts by level of engagement (e.g. Strategic,
  • Global, National, Targeted, and Transaction accounts)
  • How to balance the amount of opportunity (accounts and prospects) available in a territory with the amount of work required to support that opportunity.
  • What realistic expectations can be embedded in compensation plans and quota assignment models across all sales roles
  • How to more accurately forecast staffing and sales support resource models during the annual budgetary planning cycle
  • How to equitably measure performance by territory and segment

Who Should Participate?

CSOs, Sales Executives and Managers, Sales Operations, Sales Analytics, Marketing Analytics, and Product Marketing leaders and analysts. 

Sample Prerequisite Work

In order to prepare for this project, SiriusDecisions will work with the client's project team to collect and review base line data such as the following:
  • Documentation of current company strategy, challenges and growth plans
  • Current internal and external market data, to the account level
  • Existing sales organization and territory alignment data
  • Current resource allocation and expected future requirements by market segment/territory
  • Relevant content from the SiriusDecisions repository for team members to review

Sample Project Deliverables

Key deliverables from this project will include:

  • Territory definitions based upon the agreed to segmentation and data analysis
  • Quantitative assessment of the opportunity/sales potential of each territory and segment
  • Quantitative assessment of the workload required to exploit each territory and segment
  • Project related SiriusDecisions research materials
  • Post-workshop advisory inquiry topics, related workshops, and adjacent projects such as Compensation Planning or Value Stream Mapping

SiriusDecisions Consulting Process and Data-driven Methodology

Projects begin with a kickoff that includes clear outline of the detailed approach, schedule of status updates, next steps and deliverables. The SiriusDecisions Consulting process outlined below guides clients through a set of coordinated steps and milestones to a successful outcome. One of the most important steps is the "review and revise" phase, which allows initial feedback to be incorporated into the development of a final set of prioritized recommendations and deliverables. All process steps and milestones are designed to work in concert to apply operational intelligence, SiriusDecisions frameworks, models and best practices to create actionable plans and results.

SiriusDecisions Consulting leverages a unique methodology for collecting insights about the current state of an organization and then comparing these findings to similar organizations.
The SiriusIndex™ is used to compare best practices achieved by a peer group (organization size, industry, go to market approach, etc.), relative to the current CMO results as well as best in class organizations. These comparisons provide context and inform recommendations in both an interim review and final report. Final reports are typically presented in an onsite working session followed by a final PowerPoint report and relevant SiriusDecisions research.

Scalable Solutions to Help B2B Leaders Grow Their Business

SiriusDecisions provides research-informed consulting services that operationalize our market-leading models, frameworks, best practices, benchmark data and research to address business problems or opportunities and drive profitable growth. With SiriusDecisions Consulting, you will broaden understanding, adoption, application, utilization and impact of SiriusDecisions methodologies within and across teams and go-to-market ecosystems.


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