DG-301h · Module 2

Resource Allocation by Territory

3 min read

Resources — SDR time, content creation, advertising budget, and event attendance — should be allocated proportionally to territory potential, not equally per territory. A territory with $10M in pipeline potential deserves more resources than a territory with $2M in potential. Proportional allocation maximizes total pipeline by concentrating resources where the return is highest.

  1. Calculate Territory Potential Sum the account scores across each territory to produce territory-level pipeline potential. Rank territories by potential. The top quartile territories should receive 40% of demand gen resources. The second quartile receives 30%. The third receives 20%. The bottom quartile receives 10%.
  2. Allocate SDR Capacity Assign SDR capacity based on territory potential and account density. A high-potential territory with 200 accounts needs more SDR time than a moderate-potential territory with 100 accounts. If SDR capacity does not match territory needs, accounts go unworked and pipeline is left on the table.
  3. Distribute Campaign Budget Allocate advertising, content, and event budget by territory potential. High-potential territories get priority access to ABM campaigns, event pre-targeting, and personalized content. Lower-potential territories get scaled campaign coverage. Budget follows potential.

Do This

  • Allocate resources proportionally to territory pipeline potential
  • Assign SDR capacity based on both territory potential and account density
  • Give high-potential territories priority access to premium demand gen investments (ABM, events)

Avoid This

  • Allocate resources equally across territories regardless of potential
  • Assign one SDR per territory without considering account load
  • Spread premium campaign investments evenly when concentration would produce better returns