Why You Need to Measure Sales Territory Market Potential

Posted by Andy Zoltners, Prabha Sinha and Sally Lorimer on Thu, Apr 05, 2012

Salespeople, managers and executives often disagree about the market potential of a group of accounts or a territory. Consider just a few examples.

A regional sales director says: "The Pittsburgh territory is vacant again. This is the fifth vacancy in two years. In exit interviews, the people who leave imply they don't have enough market potential to succeed."

A salesperson says: "My quota is 10% higher than last year. I've already maxed out the potential within my accounts. How am I supposed to get the growth I'm expected to deliver?"


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