Account-based targeting is on the rise for B2B sellers, and it’s drastically changing the way sales leaders tackle real-time territory assignments and quota planning. Instead of relying on traditional regional territory maps shuffled between sales reps every year, data analytics empower sales leaders to segment and analyze territories based on a much more granular range of customer attributes.
Want to start integrating microsegmentation into your territory planning to provide your sales reps with a strategic list of accounts to target in real time? Here are four tips to get started:
1. Use analytics to combine historical data with market potential
Sales leaders have traditionally based market segmentation on historical performance and geographic boundaries. Predictive analytics enables you to consider using a wider range of data in your territory planning.
With predictive analytics, you can segment sales territories based not just on pre-set regions, but also by product type, industry, company size, past purchase behavior, potential revenue, and more. An intelligent territory planning tool can identify opportunities that may not be obvious from past territory models, and help uncover hidden areas of growth.
2. Model “what-if scenarios”
Don’t rely on end-of-the-quarter reporting to understand the outcomes of micro-market segmentation. Connected tools enable sales managers and sales operations to model microsegmentation in real-time with ranges for multiple factors and conditions such as industries, financial targets, company size, product portfolio, location, and more. These predictive tools use algorithms and historical data to anticipate how real-time adjustments and changes in the market will impact revenue goals.
3. Adjust quota attainment to align with microsegment potential
Creating territories under the customized lens of micro-market analysis requires a customized approach to quota allocation. Micro-territories include more variation in how they are analyzed and quota allocation needs to reflect those differences to maximize revenue.
Connected, rule-based quota and account allocation ensures that your sales reps aren’t burdened with under- or over-allocation due to a catch-all approach that doesn’t match the nuance of each micro-segment. These tools also help create equitable quota allocation to each team member in a sea of variable market conditions, regardless of which microsegments they are assigned. As micro-market conditions shift, quota allocation can quickly be updated in real time, individual reps and entire teams can pivot quickly with built-in assignment and variance rules, ensuring quota attainment reporting remains accurate.
4. Align internal resource allocation
Capitalizing on a micro-market approach may also require shifting your sales resources. For example, if you find that the best opportunities lie with a specific type of company within a smaller geographic radius, you’ll need to plan to put additional representatives in those areas and determine if you’ll need to bring additional headcount in to focus on that segment. If segmentation by product type unearths new insights and revenue growth, ensure that reps who are experts in those products or have relationships with relevant accounts are armed with the right playbooks, marketing content, and support to reach their quota goals.
Realigning territories based on micro-market conditions means rethinking your sales analytics, quota attainment standards, and how you measure individual sales rep quotas and performance. Through connected, real-time territory analysis and planning, you can leverage microsegmentation to deliver maximum revenue.