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The Science of Trade Marketing – Issue 4: Territory Management

It’s time to dig deeper

Now that the entire universe is planned at the macro level, it’s time to bring it down to the micro level. This is the main function of territory management. Essentially, territory management is about taking hundreds or even hundreds of thousands of customers and assigning them in a fairly balanced way across your entire sales force. The goal of territory management is to create an efficient and balanced workload for each business resource.

As we mentioned in the first issue of this series, your sales resources may include a variety of customer touchpoints, including sales representatives, telesales/telemarketing representatives, customer service or technical representatives, and a structure. Management. For the sake of simplicity, we will limit our topic to only direct field sales territories for this article.

To be realistic

Remember when we talked about “Effort” in the last issue? Land management is where it starts to play an even bigger role. The first thing to keep in mind is that you need to set realistic guidelines for your effort goal. Although there are 2080 hours available in a 52-week year with a 40-hour work week, not all of those hours can be allocated to customer coverage. You’ll want to establish guidelines that account for things like vacations, meetings, company time off, etc.

We generally recommend an effort goal of around 1760 hours, which removes 8 weeks of available time from the assigned effort pool. We arrive at this number using the following equation.

  • Total weeks (52) – Vacations (4) – Vacations (2) – Miscellaneous (2) = 44 total weeks • 44 weeks x 40 hours = 1760 hours

Take her to the street

Now that you have an effort goal, you start assigning actual customers to sales territories. For efficiency, you’ll want to assign customers in a way that allows sales reps to make the most customer calls with the least amount of travel time. This means that geographic proximity is the most relevant factor in assigning customers. Other relevant factors could include the following.

  • Governmental Boundaries – Depending on your industry, state, county, and city jurisdictions and regulations may take into account the complexity of crossing certain borders.
  • Natural Limits – Significant natural barriers such as mountains, lakes, and rivers can significantly impact travel efficiency.
  • Customer Value – Depending on the potential sales or margin contribution of a given customer, it may make sense to assign a more experienced representative or, at the other end of the spectrum, to assign no physical visits at all.

Balance is relative

As you go through the process, you will realize that achieving a perfect balance is impossible. You shouldn’t let that worry you too much. As noted earlier, it is important to be realistic. We recommend an acceptable margin of plus or minus 10% of the 1,760 effort goal. This means that the hours assigned to your sales reps can vary between 1,584 and 1,936 hours. This provides relative balance and gives you the flexibility to consider all relevant factors.

Final comments

This concludes our series of instructions on the customer coverage aspects of Trade Marketing. Although much of this has been covered to a very high standard, we are more than happy to provide more detail and actual models for those interested. Please feel free to contact us directly using the contact information in the author bio or the information on our website.

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