Sales Territory Mapping: Build & Perfect Your Strategy in 2024


Sales territory mapping is a proven, organized, valuable, and effective organizational and sales methodology for managing and optimizing your enterprise’s sales talent, territory coverage, and penetration. Millions of organizations use it to avoid redundancies and duplicate efforts, ensure proper coverage, and equitably distribute accounts to their sales force team members. It also helps ensure profitability, improve logistics, match demographics in specific areas, and more.

What is a sales territory map?

A sales territory map visually represents geographical areas divided for sales purposes. It typically includes boundaries, such as city limits, county lines, postal codes, or other boundaries, to define specific territories. Sales rep territory maps can be created using geographic information system (GIS) software, mapping tools, or even manually drawn on a map.

What are the critical components of a sales territory map?

Overall, sales territory maps are crucial in optimizing sales operations, improving efficiency, and driving revenue growth by ensuring that sales efforts are targeted and focused within defined geographical areas. 

Following are several critical components to hit when creating your own sales territory map:

Assigning territories: A sales territory map helps sales managers or business development executives assign sales representatives or teams to specific areas based on geography, customer demographics, sales potential, or an existing customer base.

Resource allocation: Sales rep territory maps help allocate resources such as salespeople, marketing materials, and budgets within each territory.

Visualizing sales performance: By overlaying sales data onto the map, businesses can visually analyze sales performance across different territories. This ability helps identify high-performing areas, areas with growth potential, and areas needing improvement.

Strategic planning: Territory mapping assists in strategic planning by providing insights into market coverage, competitor presence, and opportunities for expansion or consolidation.

Communication: Sales territory maps serve as a communication tool for sales teams, managers, and other stakeholders to understand territory assignments, boundaries, and objectives clearly.

A thoughtful, comprehensive sales territory map can define and protect the territory, increasing sales revenue, improving territory coverage, reducing costs, enhancing data collection, and improving employee morale. It can also integrate with and bolster other departments’ productivity and profitability, thus optimizing the entire enterprise’s operations.  

Whether you’re a director of sales, sales manager, or operations analyst, using sales territory mapping methods can help you and your team reach more serious prospects, maintain excellent client relations, secure upsells and renewals, and ensure that all your sales professionals have a defined, protected, and profitable territory that enables them to hit and exceed their sales goals and contribute directly to bottom-line profitability and growth. Sales mapping helps other team members focus on defined territories, accounts, and communications.

Steps to design effective sales territory maps

What are the steps to design effective sales territory maps?

Designing effective sales territory maps involves several key steps:

Gather data: Collect relevant data sources, including demographic information, sales data, customer databases, market research, and geographic information system (GIS) data. Analyze the data to identify patterns, trends, and opportunities within different geographical areas.

Allocate resources: Determine the appropriate allocation of sales resources, such as salespeople, marketing materials, and budgets, to each territory. Balance workload and ensure equitable resource distribution based on territory size, sales potential, and other relevant factors.

Review and adjust: Review the proposed territory map with critical stakeholders, including sales managers, representatives, and leadership. Gather feedback and adjust as needed to address concerns, optimize coverage, and align with strategic objectives.

Implement and monitor: Implement the finalized sales territory map across the sales organization. Monitor sales performance, customer feedback, and market dynamics to evaluate the territory design’s effectiveness. Adjust and refine as necessary to adapt to changing market conditions and achieve sales objectives.

Following these steps, sales managers, business development executives, or operations analysts can design effective sales territory maps that optimize resource allocation, improve sales coverage, and drive revenue growth within targeted geographical areas.

Software recommendations to consider

When considering software for creating sales territory maps, choosing a platform that offers robust mapping and territory management features while integrating seamlessly with your existing sales processes is crucial. Two popular options to consider are Salesforce and Pipedrive:


Salesforce is a leading customer relationship management (CRM) platform that offers comprehensive territory management capabilities. It allows users to define territories based on various criteria, such as geographic regions, industry verticals, or customer attributes.

Salesforce’s Territory Management feature allows one to assign accounts, leads, and opportunities to specific territories, ensuring sales reps focus on the correct targets.

Integration with Salesforce Maps (formerly MapAnything) provides advanced mapping and visualization tools. This feature allows one to create, optimize, and analyze sales territories directly within the Salesforce interface.

Salesforce’s third-party apps and integrations ecosystem offers additional sales territory mapping and management functionality.


Pipedrive is a user-friendly CRM platform designed for small to medium-sized businesses. It focuses on sales pipeline management.

While Pipedrive may not have native territory management features like Salesforce, it offers integration with third-party mapping tools such as Map My Customers, Badger Maps, and Google Maps.

As mentioned earlier, Pipedrive allows integrations and sales data to be visualized on maps, territories can be segmented, and sales routes can be effectively planned.

Pipedrive’s customizable fields and filters allow users to organize and segment contacts and deals based on geographic criteria, facilitating territory management.

Pipedrive’s intuitive interface and flexible pricing make it a popular choice for businesses looking for a straightforward CRM solution with the option to enhance territory mapping capabilities through integrations.

Ultimately, the choice between Salesforce and Pipedrive depends on your organization’s needs, budget, and existing technology stack. Salesforce may be better if you require robust territory management features and seamless integration with other Salesforce products. 

However, if you prioritize ease of use and affordability while still needing basic territory mapping capabilities, Pipedrive could be a suitable choice, especially when supplemented with third-party mapping integrations.

Challenges and solutions in territory mapping

Creating a territory map has several challenges, specifically ensuring accuracy, efficiency, and relevance. Here are some common challenges along with potential solutions:

Data accuracy: It can take much work to obtain accurate and up-to-date data about territories, including boundaries, demographics, and customer locations. Accurate data integration leads to effective territory planning. Use reliable data sources such as GIS, census data, and customer relationship management (CRM) systems. 

Balancing workload: To maximize efficiency and productivity, evenly distributing workload and resources across territories is important. However, achieving this balance can take time, especially when dealing with varying population densities and customer distribution. To help solve or dramatically mitigate this issue, employ analytical tools and algorithms to analyze data and optimize territory boundaries based on population density, sales potential, and travel time. 

Competing objectives: Different stakeholders may have conflicting objectives regarding territory mapping, such as maximizing sales, minimizing travel time, or ensuring equitable distribution among sales reps. To alleviate these concerns, all relevant stakeholders in the territory planning process must be involved in voicing their priorities and concerns. Use collaborative decision-making techniques to find compromises and create appropriate territories.

Flexibility: Territories must adapt to changing market conditions, customer demographics, and business goals. Static territory maps may become obsolete quickly and hinder organizational agility. The solution should include implementing a dynamic territory management system for easy adjustments and real-time updates. Technology such as GIS software and machine learning algorithms should be utilized to optimize territory mapping continuously.

Enterprises can create effective territory maps that optimize and integrate data, software, and tools and make comprehensive, holistic strategic planning. 

Finding the proper sales territory mapping solution

Here are a few takeaways on the strategic importance of sales territory mapping:

  • Sales territory mapping is strategically crucial for optimizing sales performance and resource allocation. 
  • Sales mapping defines territories based on geography and customer demographics to ensure balanced workloads and maximize sales opportunities. 
  • Leveraging Salesforce, Pipedrive, or other options to render robust mapping and utilize territory management features. 
  • Platforms like Salesforce and Pipedrive enable businesses to assign accounts, leads, and opportunities to specific territories, thus aligning sales efforts with strategic objectives. 
  • Effective territory mapping improves sales efficiency, enhances customer engagement, and fosters better collaboration among sales teams. 

By investing in the right territory mapping tools and methodologies, organizations can drive revenue growth, increase market penetration, and maintain a competitive edge in the marketplace.

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