Kevin Vanes, Vice President of Sales at Sigstr, presented a guide on territory carving and management. The presentation discussed defining balance in territories, different territory options based on geography, verticals, and named accounts. It provided Sigstr's territory history and how territories have evolved based on account scoring, company relationships, and size. The presentation outlined Sigstr's go-to-market execution process and how territories are strategized based on total addressable market, existing customer base, and relationship data to balance territories versus opportunity. It concluded with next steps around adjusting account scoring, territory tiering, right-sizing quotas, and warming new territories.

1. Sales Operations
Guide to Territory
Carving & Management
Kevin Vanes
Vice President of Sales at Sigstr

2. Agenda
Introductions
• Defining Balance
• Territory Options
• Predictable Process
Process & Solution
• Inputs and Outputs
• How it Works
Conclusion
• Measurable Outcomes
• What’s Next?
• Balance vs Opportunity

3. What Is Right For My Business?
How Territories Are Assigned
By Geography
No Territories
Round Robin
By Vertical
Geo & Vertical
Named Accounts
Geo & Named Accounts
Other
30%
27%
12%
8%
6%
6%
6%
5%

4. Territory History
2016
No Territories
- No product market fit
- No marketing support
Q2 2018
Advanced Geo
- Account Scoring
- Successful customer layout
- Company relationship score for a city
Q2 2017
Company Size
- SMB: 50 to 249 employees
- Mid-Market: 250 to 999
- Enterprise: 1,000+
Q2 2017
Geo Focused
- TAM based on basic firmographic
and technographic data
- Layover of current customer base

5. Go to Market - Execution
SALES CUSTOMER
SUCCESS
MARKETING
Sr. Account
Executive
Sales
Development
Representative
Customer
Success Manager
Product and
Customer
Marketing
Manager
Field Marketing &
Events Manager
New York City

6. Territory Strategy
TAM Customers Relationships
Focus
BALANCE

7. Total Addressable Market
Firmographics
- B2B
- Employee Count
Technographics
- Email Provider
- Marketing Automation
- ABM Platforms
- Event Management Software
Company Growth Signals
- Event Sponsorship
- New Product Release
1

8. Customer Base in Territory2

9. Relationship Data3
TAM Customers Relationships

10. Where to Next?
TAM
Customers
Relationship
Charlotte Cincy PHX Cleveland Portland
564 515 358 425 463
8 4 7 3 6

11. Account Score is Base Camp
Account
Scoring &
Selection
Warming up
the Accounts
Tools and
Measurements
Contact and
Cadences
Pipeline
Acceleration
All Systems Go!

12. Key Wins:
SMB
MM
ENTERPRISE
TOTAL
Q1-19 Q2-19
Targeting: Contract Size:
Q1-19 Q2-19
Win Rate:
Q1-19 Q2-19

13. Balancing Territory vs Balancing Opportunity
Territory Quota Compensation
Opportunity
Balance

14. What’s Next
Adjusting Account Scoring
Tiering Accounts and Territory
Right Sizing Quotas
Warming the Next Territory

15. Thank You
Sigstr’s new relationship marketing platform allows
marketers to turn billions of 1:1 emails sent every
year into powerful brand engagement.
kevin@sigstr.com