How mapping software helps your business - eSpatial blog

Heat maps for sales strategy | eSpatial

Written by Shane Lalor | Nov 8, 2018 12:20:00 PM

Many of our customers choose eSpatial for sales heat maps. I wanted to share a few of the common times when this type of map can be particularly helpful. I've also included tips on managing sales territories, picking the best map type, and adding context with extra data.

A sales heat map is a visual tool that uses color gradients to show the concentration or intensity of sales activity across different geographic areas. It highlights where sales are strong, weak, or underperforming. There are two types of sales heat maps: Hot Spot Heat Maps and Regional Heat Maps.

eSpatial's powerful mapping software lets you visually pinpoint your most profitable sales regions, making it easier to uncover opportunities and target efforts where they'll have the most impact.

Spot Top and Low Sales Areas

Heat maps reveal where your most profitable customers are and how regions compare. For example, in the following two maps, you see sales heat maps of different product lines for the same time period. Product A is performing particularly well in California and along the Northeast Coast. Product B, however, appears to perform better across the entire nation, with a high density of sales happening in areas like Chicago, Detroit, and Dallas.

Uncover Sales Trends

Understanding where your customer inquiries are coming from and matching that to your current sales coverage is a common heat mapping use for sales. The following example shows a hot spot heat map of last year's sales locations. The points indicate where sales resources are currently located.

This helps visualize what our addressable market currently looks like. You can then quickly decide whether current sales coverage levels are appropriate. From here, it's easy to make decisions about gaps and overlaps.

The same data can be presented in Regional Heatmap format. Colored by sales value, you ensure the sales resources are aligned not just by prospects but also by existing revenue. See the updated heat map for sales below.

Align Resources with Demand

Heat maps help salespeople figure out where the pockets of opportunity are and use this as a starting point. For example, in the map of leads below, we can see a greater density of opportunity in Kansas and Missouri compared to Nebraska and Iowa. Perhaps it is worth making a trip there first.

Speed Up Sales Decisions

Using heat map sales data makes it faster and easier for teams to make informed decisions. Instead of digging through spreadsheets or static reports, sales leaders can instantly visualize key performance patterns across territories.

With eSpatial, heat maps help speed up sales decisions by:

  • Transforming sales data into clear, visual insights: Interactive maps highlight trends, gaps, and outliers instantly.
  • Making high-potential areas easy to spot:Teams can quickly rebalance territories or redirect reps to where they're most needed.
  • Eliminating guesswork:Heat maps reduce time spent on manual analysis, enabling faster, more confident decisions across the sales cycle.

Add Context with Extra Data

Heat maps add essential context by layering in extra data. They move you beyond basic comparisons and help you understand the why behind the numbers. The example map below shows two sales reps with similar performance based on top-line revenue.

At first glance, it seems they're performing equally well. But when we turn on the heat map for sales, to show customer volume per territory, it becomes clear that Rep 2 (Territory B) has far more customers, implying a heavier workload. That might suggest Rep 1 (Territory A) is underperforming.

When we add another layer of data—filtering by product line—we see that Rep 1 is actually selling more of Product B, a higher-value sale. Meanwhile, Rep 2 focuses on Product A, which is lower in value and requires less commitment from the customer.

This additional context changes the interpretation entirely. Rep 1 is pursuing tougher, more valuable deals, while Rep 2 may need coaching in negotiation or closing higher-ticket sales.

There are dozens of heat map use cases for sales and business. They're most useful in managing sales territories, tracking products or regional sales, mapping account activity, and analysing campaign performance. Here's how.

Managing Sales Territories

Effective territory management drives growth. Sales leaders can build and balance territories in minutes using data like ZIP codes, account count, or pipeline value. With real-time collaboration and version control, teams stay aligned.

Tracking Product or Regional Sales

Sales teams can track product or regional performance using dynamic heat maps and geographic overlays. You can, e.g., analyze sales density by ZIP code. You can also identify which regions excel with a particular product line.

Mapping Account Activity

Mapping account activity—organizing and visualizing key customer data like contacts, orders, and opportunities—helps businesses stay ahead. By linking this information across systems, companies gain a clear, connected view of each account. This makes it easier to manage relationships and drive smarter sales decisions.

Analyzing Campaign Performance

eSpatial lets you overlay campaign results on territory maps to see where your efforts are working. Combine response data with geographic or demographic layers to identify engaged regions and responsive segments. Use these insights to refine targeting and improve campaign ROI.

Creating a heat map for sales with eSpatial is quick and user-friendly. View eSpatial pricing plans, sign up, upload your data, and eSpatial instantly transforms it into an interactive map. You can customize it with pins, heat maps, territory boundaries, and data filters that give you clear, visual insights in just a few clicks.

Import Data from Excel or CRM

eSpatial makes it easy to import your sales data directly from Excel spreadsheets, CSV files, or CRM platforms like Salesforce. After creating an account, click the Add Data button to bring that data into eSpatial. The software will automatically map your data points.

Pick the Best Map Type

Here's a quick overview of eSpatial's mapping solutions for businesses:

  • Pin Map: Ideal for getting a clear view of your business spread.
  • Heat Map: Great for instantly spotting high- and low-performing areas.
  • Radius Map: Useful for local targeting or planning events.
  • ZIP Code Map: Perfect for comparing performance or defining zones.
  • Territory Map: Helps balance workloads and boost field team efficiency.
  • Route Map: Plan efficient travel routes using distance, time, and priorities.

Set Thresholds and Ranges

Set thresholds and ranges to add deeper meaning to your maps. Apply color gradients, filters, or value ranges to highlight key differences in your data. These include sales over a certain amount, underperforming regions, or customer segments by revenue.

Customize and Share Maps

eSpatial lets you fully customize maps with colors, labels, filters, and branding to match your business needs. You can easily share interactive maps with your team or export them as images or PDFs for presentations. This ensures everyone stays aligned with clear, visual insights.

Monitor and Adjust Over Time

Continuously monitor your data and update your heat map for sales as conditions change. Easily adjust territories, routes, or filters based on new performance insights or shifting priorities. This flexibility helps your team stay responsive and data-driven over time.

Sales heat maps turn complex data into clear, actionable insights that drive smarter decisions. They help sales teams quickly spot trends, uncover opportunities, and focus on high-impact areas. With eSpatial, these insights are easy to access, share, and act on—fueling consistent growth.