Sales Territory Plan Template

# Territory Plan — {{Region / segment}} — {{Rep name}} — FY{{Year}}

## 1. Ideal Customer Profile (ICP)
- Segment: {{SMB / Mid-market / Enterprise}}
- Firmographics (must-have): 
  - Employees: {{range}}
  - Revenue: {{range}}
  - Industry / vertical: 
  - Geography: 
- Technographics (must-have): 
- Buying triggers (compelling events): 
- Anti-patterns (immediate DQ): 

## 2. TAM sizing
| Filter                        | # accounts | Source          |
|-------------------------------|------------|-----------------|
| Total universe                |            | ZoomInfo / D&B  |
| After firmographic filter     |            |                 |
| After tech/vertical filter    |            |                 |
| Reachable buyer identified    |            |                 |
| **TAM (named accounts)**      | ____       |                 |

## 3. Tiering
Rule of thumb: Tier 1 = highest ACV × highest fit; Tier 2 = high fit but lower ACV or unknown timing; Tier 3 = ICP but low signal.

| Tier | # accts | ACV band     | Touch cadence     | Engagement model         |
|------|---------|--------------|-------------------|--------------------------|
| 1    |         | >$__ ARR     | 3+ touches / mo   | Named account plan       |
| 2    |         | $__ – $__    | 1–2 touches / mo  | Quarterly business call  |
| 3    |         | <$__ ARR     | 1 touch / qtr     | Nurture + inbound trigger|

## 4. Patch design
- Total accounts assigned: ____
- Tier 1 / 2 / 3 split: __ / __ / __
- Selling hours per week available: ____
- Selling hours required (from cadence): ____
- Capacity utilization: ____%
- Coverage of TAM: ____%

## 5. Named account plan (for each Tier 1)
{{Account name}}
- Why now / compelling event: 
- Executive sponsor (target): 
- Champion candidate: 
- Estimated ACV band: 
- Path to Q1 meeting: 
- 12-month expected outcome: 

## 6. Rep 30/60/90 against the patch
**Days 0–30 — Learn the book**
- [ ] Review every Tier 1 in CRM + latest news + prior engagement
- [ ] Meet with prior owner (if applicable) for context transfer
- [ ] Build named account plans for top 10 Tier 1s
- [ ] Enroll all Tier 2s in appropriate nurture sequence

**Days 31–60 — First engagement wave**
- [ ] Executive outreach to all Tier 1s (personalized)
- [ ] Discovery calls booked with ≥ 5 Tier 1 accounts
- [ ] First qualified opps generated (target: 3)
- [ ] Refine ICP based on real conversations — kill misfits

**Days 61–90 — Convert & scale**
- [ ] First qualified opps in Stage 2+
- [ ] Coverage ratio ≥ 3x on the patch
- [ ] Tier reassignment based on 60-day learning
- [ ] Q2 pipeline generation plan submitted

## 7. Cadence & engagement model
- Weekly: territory review with manager (30 min)
- Monthly: named account plan updates
- Quarterly: patch refresh + retiring dead accounts
- Annual: full territory replan

## 8. Success metrics
- Coverage of TAM: ≥ ___%
- Tier 1 penetration (accounts with active opp): ≥ ___%
- Qualified opps sourced from named list: ≥ ___%
- Meetings per Tier 1 account per quarter: ≥ ___

How to actually run a territory planning cycle

Territory planning is where most sales orgs waste the most time and generate the least value. Done right, it's a 3-week cycle that ends with every rep owning a named, tiered book they can actually work. Done wrong, it's a spreadsheet exercise that resets in 90 days when leadership realizes patches are unworkable.

1. Week 1 — Leadership defines segments, ICP, and total TAM. No patches yet.
2. Week 2 — RevOps proposes patch design (accounts per rep, tier splits) and pressure-tests capacity math.
3. Week 3 — Managers assign accounts, negotiate edge cases, and reps sign off. Reps who haven't signed off don't get quota.
4. First 30 days of the plan year — every rep publishes named account plans for their Tier 1s. Otherwise the plan is theatre.

Tiering that actually holds up

Most tiering collapses because it uses one dimension (revenue). Real tiering uses two: fit (are they in our ICP with a reachable buyer?) and value (what's the plausible ACV band?). The 2×2 gives you Tier 1 (high/high), Tier 2 (high fit, medium value or high value, medium fit), Tier 3 (medium/medium), and DQ (everything else).

• Tier 1: named account plan, monthly executive touch, quarterly business review with existing customers.
• Tier 2: monthly personalized outreach, quarterly campaign inclusion.
• Tier 3: inbound-triggered outreach only, plus quarterly nurture.
• Below Tier 3: not in the patch. Move to marketing nurture or partner motion.

Patch design mistakes to avoid

• Even patch sizes across reps — top reps get better patches, not equal ones. Same-size patches produce same-size mediocrity.
• Ignoring existing customer relationships — moving accounts breaks trust and kills expansion.
• Vertical splits without deep vertical expertise — theoretical, not workable.
• Geographic splits when the buyer is remote-first — meaningless.
• Refusing to shrink patches — 400 accounts nobody can touch is worse than 150 accounts a rep can actually work.

Named account plan (copyable — per Tier 1)

Every Tier 1 gets one of these. If a rep can't fill it out in 30 minutes, the account isn't actually a Tier 1 yet — move to Tier 2 until you know enough.

Account: __________________  Tier: 1
Owner: __________________     Estimated ACV band: $______

Why this account (1 sentence):

Compelling event / timing catalyst:

Buying committee (with contact status):
- Economic buyer: _____________________ (last contact: __ / __)
- Champion candidate: __________________ (strength: strong / weak / none)
- End-user sponsor: ___________________
- Blocker (if known): _________________

Current state:
- Incumbent solution: 
- Pain we solve: 
- Our current footprint (if any): 

Path to first meeting (30-day plan):
1. 
2. 
3. 

12-month goal:
- Landing motion: __________________
- Expansion motion: ________________
- Estimated close probability: ___%

FAQs

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