RevOps Lab #42 How to Build an Effective Sales Territory Plan - with Jeremy Donovan, Executive VP of RevOps Strategy at Insight Partners
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Aug 20, 2024 Jeremy Donovan, Executive VP of Revenue Operations Strategy at Insight Partners, is a RevOps leader with an engineering and data science background. He breaks down territory planning frameworks. He discusses balancing account assignments and using intent data and triggers. He covers rules for reassignments, pilots and change management, and how to measure territory plan success.
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Prioritize Company Size And First-Party Intent
- For static signals, prioritize company size first and geography second; technographics are polish but often optional.
- Use first-party intent data (demo requests) as the most impactful dynamic input for scoring.
Aim For Equal Potential Territories Within Segments
- Build equal-potential territories within defined segments (SMB, mid-market, enterprise) to ensure fair capacity and quota alignment.
- Jeremy advises segment-level parity rather than stacking the best accounts to top performers long-term.
ZoomInfo Stacked Inbound To Top Reps And Tiered Quarterly
- ZoomInfo experimented by giving top reps the best inbound and tiering reps quarterly with movement between A, B, and C tiers.
- That approach stacked high-quality leads to high performers and allowed quarterly mobility based on results.