How You Allocate Territory Determines Which Reps Will Succeed

Most sales organizations allocate territory in a way that guarantees failure for some reps before they start. A rep assigned to an underserved market with low account density will miss quota no matter how well they execute. A rep assigned to a territory saturated with existing business will hit quota in their sleep. Neither situation is actually measuring rep performance — it is measuring territory assignment. Yet managers spend months coaching reps on execution while the real lever — territory equity — goes unexamined.