Ever wondered how sales reps are working their assigned accounts? Or how well you're covering an addressable market? This is a sales coverage analysis that shows an anonymized B2B sales team's account and market coverage. It includes how reps are working their assigned accounts, how the company is covering its market, and recommendations for improvement. This analysis, from Gradient Works, is focused on a specific company, but the lessons are applicable to any B2B sales company. Reps who create the most new opportunities have smaller books, use multi-threading, and aren't afraid to prospect into new accounts. It takes 8+ touches to engage a prospect. Multi-threaded deals are 30-50% more likely to close, so reps need to engage at least 2 or 3 contacts per account. This means reps may need to engage 15-20 times to even set a meeting with a target account. Be sure your reps are focused on the highest-potential accounts at all time.

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Sales Coverage
Analysis for Example
Company*

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Findings
1. Rep Productivity - Reps can improve productivity with increased focus.
On average they’ve worked 60 accounts in the last 90 days (3.97% of
book) with fewer than 10 recorded activities per day.
2. Coverage - 95% of prospect accounts are untouched in last 90 days.
Cover more of the right kinds of accounts with more tailored books to
enable outbound prospecting actions via AEs or SDRs.
3. Hygiene - 8,372 accounts (20%) are currently owned by inactive users.

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Rep Productivity
Let’s look at how reps are working the accounts assigned to them.

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AE Activity
Reps are working 1-2 contacts per account.
A multi-threaded deal is 30-50% more likely to
close. Reps should be engaging more contacts.
Relatively low daily activity indicates reps could
prospect more than they currently are.

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Accounts worked unrelated to book size
Most reps fall in a narrow range.
They’re either a) at capacity or b)
working only on inbound accounts.

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Larger books may actually be harmful
Reps with larger books are less
likely to create self-set opps.

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Overall coverage from AEs is low

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Recommendations
● Provide a smaller, focused prospecting book of accounts for reps in
addition to their SDR/inbound opportunities (start with ~50)
● Enable, incent and hold reps accountable to spend more time
prospecting into those accounts to create self-set opportunities
● Focus on coverage metrics over a rolling 30 day window: % of prospect
accounts engaged, number of contacts engaged
● Allow reps to swap accounts that have incorrect data or do not engage
after sustained outbound effort

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TAM Coverage
Let’s dig into how the full sales org covers an addressable market.

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Coverage can improve in all regions
Significant opportunity given
lower penetration but likely very
competitive.

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Region B coverage map
Industry 1 dominates the
known TAM and rep effort
Find and distribute more
accounts in these
industries (if they exist)

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Region C coverage map
Coverage effort is more
evenly distributed in
Region C vs Region B

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Book composition
Uneven allocation of
Industry 1 in Region B
Few Industry 1 in
Region C, lots of
Industry 10

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Recommendations
● Tailor book composition for reps based on regional differences in
industry penetration and availability of accounts
● Use “get back to me” play for competitive displacement (e.g. record
competitor contract dates for prospect, return account to pool and
redistribute prior to renewal)
● Region B - Reduce reliance on Industry 1 by a) increasing accounts in
other industries and b) actively distributing those accounts to reps
● Region C - Increase Industry 1, reduce Industry 10

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Want this kind of analysis for
your sales team?
Request yours here: www.gradient.works/free-coverage-analysis

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Appendix

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*Considerations for Example Company
● This analysis focuses on activities logged and opportunities related to
active AEs across all regions from the last year
● Only opportunities of type “New Business” are included
● “Book Size” is defined as total unique accounts including all owned
accounts + accounts with rep activity + accounts with rep opportunities
● “Coverage” focuses on last 90 days of rep effort unless otherwise stated