In today’s competitive business climate, you need more than intuition and experience to manage a field sales team. You need a deep understanding of your customers, resources and sales performance. That’s where a territory map maker can give you the advantage.

Territory maps help you visualize your sales activities in extraordinary detail. They transform the details of your customers, leads and distribution centers into simple and easy-to-understand maps. This allows you to design and optimize your sales and service territories to discover new opportunities and boost overall efficiency.

Many companies have their sales data scattered across spreadsheets and databases. It’s a nightmare to cobble it all together to understand your business better. Territory maps centralize this information, making it easy to access and understand.

But displaying your data is just the beginning. With advanced filtering and analysis, you can discover new insights and gain a competitive advantage.

For example, using a regional heat map, you can quickly find high- and low-performing territories and start investigating the causes. Does the area not have enough opportunity? Does the salesperson have a lower close rate and need more training?

Ultimately, a territory map maker allows you to focus on what matters: creating a winning strategy. It’s a critical tool for making data-driven decisions. And when data guides your business plan, you can increase sales, lower costs and stay flexible in a shifting marketplace. But before you start putting a territory map together, it’s important to understand the basics.

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What is a sales territory map?

Creating a territory map by hand with a highlighter

For the sake of efficiency, many businesses group customers based on their location, industry and/or buying history. Each of these groups is a sales territory, and they're usually managed by a single salesperson.

Each territory can span a few small counties or several states. Strategies can vary by industry, so your sales territory map can look much different than other businesses in your area.

Territory map makers are the leading edge in this sales management revolution. They allow for both a granular and big-picture view of customers, leads and sales performance. You can look at individual customers or zoom out to find the larger trends hidden in your data.

How can territory maps improve sales?

With territory maps, you can integrate location analytics into your sales plans. This makes it easy to dive into the details of your business activity.

A territory map maker lets you quickly segment and filter your data, reorganize your sales territories and much more. The increased insight you glean from this sales mapping tool can help you manage the workload of your sales professionals.

More specifically, territory maps can help improve sales by:

Aligning your sales territories

Aligning your sales territories

The market is always changing. That can make it difficult to manage your territories. But with sales territory mapping, you can balance the workload to ensure every member of your sales team has an equal footing.

This fair division is crucial for maintaining productivity. When your sales reps aren’t overworked (or underworked), they’re able to make the most of their leads and clients. But a sales rep with too much on their plate can’t make the most of their opportunities or give enough attention to each client.

This can also lead to a situation where you’re rewarding the territory, not the salesperson: If a rep’s assignment is packed full of opportunity, they’ll easily meet or beat quota. Nearly any rep in that situation would do well. That person will receive bonuses and accolades due to luck rather than skill, while another rep could be working harder in a territory with less opportunity and struggling despite their best effort.

By keeping territories up to date, you can improve morale and reduce turnover. It also frees salespeople to focus on closing more deals.

Ending coverage overlap

A sales territory map can show areas of overlap. When boundaries aren’t clear, it may lead to conflict within teams and frustration among customers.

It’s off-putting for new leads when multiple people from the same company reach out to them. Your prospect’s time is valuable, and you’re wasting it. Meanwhile, team members may start arguing over who owns which lead. If left unchecked, reps might start jockeying for position more than they’re selling.

When best practices aren’t shared freely, the business loses. And when prospects are confused about who they should be talking to, it compounds the problem. In today’s market, customer experience is a major differentiating factor. If your sales reps can’t provide good service, customers will leave and find someone who can.

Fixing territory overlap with the help of sales mapping software prevents sales reps from having the same customer. It also lets your team optimize time in the field and provide the best service.

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Addressing coverage gaps

Addressing coverage gaps

On the flip side, you may end up finding gaps in your coverage that must be addressed. You may also start to see areas where your company has no presence at all, or customers without designated reps. Mapping software can help you investigate these areas to see whether they’re ripe for business expansion and devise a sales territory plan that makes sense for the organization.

Locating hot spots

Locating hot spots that need extra attention

When you’re dealing with territories that range widely in geographical size, they can be difficult to assess. All things being equal, it doesn’t seem fair for one sales rep to be covering several counties while another has a small section of New York City. But you need to think beyond geographical size when designing territories.

To move away from this kind of judgment call, where territories are designed based on size alone, many companies look at the number of accounts or a combination of historic and predicted revenue. Some territory map makers give you the ability to manually balance or automatically optimize based on these metrics. This allows you to focus on workload, not just size. The small slice of New York City might have 20 accounts. In upstate New York, the same number of accounts are spread over several counties.

Providing an interactive snapshot of your data

Providing an interactive snapshot of your data

When sales data is spread across spreadsheets and CRM systems, it can be hard to see the big picture. Sales territory mapping software brings this data to life through visualization and empowers you to make the best decisions. Armed with vivid maps and charts, you can share accurate and engaging reports with every member of your team.

Interactive mapping software also lets you collaborate with your team. Multiple people can create maps or work on one together. If you’ve already mapped your data, others can take in the larger picture or dig into the details by zooming and selecting pins.

Supporting sales personnel in the field

In most companies, sales reps only spend about a third of their time selling. Administration is part of the challenge, but planning also takes time. Reps aren’t always sure who to target and they may end up winging it.

A territory map maker gives your reps the tools to plan more effectively. With a filtering feature, you can target accounts by industry and value to help ensure your sales team’s activity aligns with business goals.

For example, say you’re running an end of quarter push. You have a limited amount of time to make it over your targets. You can filter out low-value leads and laser focus on the ones that will allow you to get to your goal.

Once you’ve filtered and have a map of your ideal targets, that map can be shared with the field sales reps. From there, they can use route optimization to create a plan that allows them to see the most leads possible, giving your team the best chance at hitting quarterly targets. Also, if one of your reps scores a new lead outside of their territory, they can connect that person with the right teammate.

filtering industry

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Using mapping software to create flexible territory maps

create flexible territory maps

Modern territory map makers are easy and customizable, but there are a few things you need to know. First, you should choose an anchor point for each territory. In most companies, customers will end up staying longer than individual sales reps. That's why it's a good idea to base territories around key accounts, rather than sales reps. Depending on your industry, your office or franchise locations could also act as a starting point.

Once you’ve selected a starting point, the next step is to add the data you want to use to balance your territories. This can come from Excel spreadsheets, CRMs and ERP systems.

Once you have this information, you can map out each territory based on radius, driving time or customer density. Some territory map makers offer optimization. That means the software can automatically create a set of balanced territories. This is a great place to start and can save days or weeks of work. These territories often need only small tweaks before they’re finished.

Essential features of a territory map maker

After you've mapped your data, you’ll want to analyze it to uncover new insights. Since all sales mapping platforms are different, it's important to select a solution that offers a wide range of features. Here are some essential features in eSpatial's geomapping software:

Data visualization and analysis

The type of map you need will depend on what you're trying to do. eSpatial offers a range of map types that allow you to dig in and analyze your data.

Pin maps

Plot the exact location of your customers and sales reps for an overview of your business. By clicking on each pin, you can see key information. That can include past purchases, assigned sales representatives or anything else you want to include.

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Heat maps

See where your customers are and find areas where you’re missing out on easy sales. Heat maps can provide a wealth of information about sales performance and territory coverage. Choose between hot spot and regional heat maps to fit your needs.

Radius maps

Optimize your client assignments by checking the proximity of sales personnel to customers in their region. Radius maps can also support distribution network analysis, store-to-customer research and territory realignment.

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Advanced territory management

Territory management is an essential for salesforce planning, resource allocation, reporting and more. With eSpatial's Territory Manager, you can bring your management tasks into the digital age. Design and optimize territories in just a few clicks, saving days of manual fiddling. After you've created your territories, use the built-in comparison tool to check ongoing performance against past sales metrics.

Route optimization

Route optimization

Reduce travel time and improve customer experience by using route optimization. With eSpatial, your sales reps can plan out their entire day, create an effective travel route and spend more time engaging with customers.

No matter what industry you’re in, territory map makers can help you focus on revenue growth and cost reductions. But to get the most out of your mapping software, it's crucial to select a platform that offers the features you need to make sense of your business data.

Full on-boarding and support

Full on-boarding and support

You're focused on getting insights and results as quickly as possible. You know that getting your team on-boarded and trained means greater return on your investment and time. Our mapping experts offer one-on-one training when you sign up for an eSpatial account. As you work on your project, your Customer Success Manager will be available to answer any of your questions. You’ll also have a range of helpful guides, blogs and videos at your disposal on our website to help you get the most out of eSpatial.

Improve your entire business with a territory map maker

Ultimately, a robust territory map maker can help every area of your business plan, from employee retention to lead generation and beyond. If you're looking to step into the future of sales management, eSpatial's mapping software can supply the data-rich insights and detailed visualizations you need to grow your business.

To learn more, explore our product pages or contact an eSpatial mapping expert today.

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