The guide explains how modern territory planning has shifted from static, spreadsheet-driven annual exercises to a continuous, data-driven, and automated process. Effective territory planning now starts with high-quality, centralized CRM data covering customers, prospects, and sales teams, creating a single source of truth. Companies should segment markets by factors such as geography, company size, industry, and customer lifecycle, then test assumptions using historical performance and scenario modeling. Territories are designed to balance opportunity, coverage, and rep capacity while respecting existing customer relationships. Modern CRM-integrated tools enable rapid modeling, stakeholder collaboration, and equitable territory design. Successful rollout includes assigning the right reps, setting realistic quotas, and clearly communicating changes. Finally, territory plans must be treated as living documents, continuously iterated to adapt to market shifts, staffing changes, and evolving business priorities.

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