B2B Territory Model
This project developed a comprehensive territory-based sales coverage plan for B2B telecommunications services, combining market segmentation analysis with automated lead distribution to optimize sales team performance and market penetration.
📊 Objective
To maximize B2B market penetration in the Ontario region by:
- Analyzing territorial coverage and market opportunity sizing
- Implementing data-driven sales territory segmentation
- Automating lead distribution based on territory assignments and rep capacity
- Supporting go-to-market strategy for new product launches through predictive modeling
The system contributed to measurable growth in B2B penetration rates over a 12-month period.
🛠️ Tools & Technologies
| Tool | Purpose |
|---|---|
| PostgreSQL | Territory analysis and lead distribution logic |
| AWS | Hosted PostgreSQL database |
| Power BI | Geographic visualization and territory mapping |
| Kettle Pentaho | ETL pipeline for martech integration |
| Salesforce | CRM data source and lead management |
🏗️ Data Pipeline Architecture
Footprint Data (External Team)
↓
Power BI (Territory Visualization)
↓
PostgreSQL (Lead Distribution Logic)
↓
Kettle Pentaho (ETL Processing)
↓
Martech Tools (Campaign Execution)
🧾 SQL Logic Overview
Auto Top-Up System
- Recursive CTEs to identify target campaigns and available capacity
- Dynamic lead allocation based on rep performance metrics (activity ratios, pipeline health)
- Territory matching using postal code assignments
- Capacity constraints preventing overallocation (max 250 total, 30 new, 55% in-progress ratio)
Campaign Reporting System
- Multi-channel attribution tracking leads through opportunity lifecycle
- Performance metrics including RPC (Right Party Contact) analysis
- Revenue attribution across wireless/wireline product categories
- Stage duration tracking for opportunity pipeline health
📂 View the full scripts: auto_top_up_v3.sql | campaign_reporting.sql
📈 Core Territory Visualization
Geographic Coverage & Market Opportunity
Territory performance dashboard displaying market opportunity sizing and sales team allocation
Power BI visualization showing territorial coverage with manager assignments and market penetration analysis
🔄 Automated Lead Distribution System
This system automates lead delivery by aligning incoming prospects to the correct sales rep based on pre-defined territory boundaries and rep capacity rules.
- Territory matching: Each lead is assigned using postal code logic tied to territory definitions
- Rep capacity checks: Allocation respects thresholds to avoid overloading (max lead count, new lead limits, pipeline balance)
- Performance-based allocation: Leads are prioritized to reps with higher contact success and balanced pipelines
- SQL logic-driven: Entire process powered by recursive CTEs and dynamic queries in PostgreSQL (
auto_top_up_v3.sql)
This ensures fair, efficient, and strategic lead distribution, enhancing conversion potential across all sales regions.
📊 Strategic Business Applications
The territory model enabled data-driven strategic planning across multiple initiatives:
New Product Launch Analysis
Territory-informed cable product ramp analysis supporting go-to-market strategy development
Resource Allocation Planning
Headcount impact analysis using territory performance data to optimize sales team expansion
🧠 Key Insights & Business Impact
- Geographic segmentation identified under-served markets and optimized sales coverage
- Automated lead distribution improved conversion by aligning leads with rep capacity and performance
- Insights from the model supported new product launches and strategic headcount planning
- The initiative contributed to measurable gains in B2B penetration over 12 months
🔒 Disclaimer
Data shown here is anonymized and synthetic for demonstration purposes. No confidential business information is shared.