Blog · Territory, capacity and quota planning · Sales teams
Group business accounts by service location, state, metro area and sales region. Use customer and revenue exports to compare sales and account coverage without duplicating national accounts.
B2B geographic segmentation groups business accounts or operating sites by location so you can compare sales and coverage across service areas. Choose the location basis first, then assign each included record to one state, metro area or sales region. The result should explain where the team has business and where its documented coverage is thin.
A billing headquarters, purchasing office and delivery site can be in different places. A regional service review usually needs the operating site; a national account review may need headquarters. Neither field is universally correct.
Keep parent account ID and site ID together in the export. Choose whether the report counts distinct companies or sites, and put that unit in every denominator. A customer with multiple sites can legitimately contribute revenue to several regions while remaining one company in the national customer count.
Use a supplied state-to-region mapping for company territories. For a metro comparison, use a verified geographic mapping with its definition date. The Census Bureau explains that metropolitan and micropolitan statistical areas use counties or county equivalents as geographic building blocks, with commuting relationships helping define their extent. A city-name field alone does not establish a metro assignment.
Start with customer sites, sales by site and completed sales activities. The useful fields are site ID, parent account ID, service address, state, geographic assignment, net revenue, activity date and activity type.
Before joining them, total invoice lines to the site and reporting period. Reduce qualifying activities to a single covered flag per site. Joining every invoice to every activity would multiply sales for sites with several touches.
Define coverage before looking at the result. In the example below, a site is covered only if it received a completed account review during the quarter. A scheduled review or an automated message does not qualify under this company's rule.
Geography describes location, not purchasing behavior. Use behavioral segmentation when the question concerns order patterns. For comparing similar companies within a region, the ledger-based B2B segmentation guide explains the customer attributes used for those benchmarks.
A US industrial supplier exports the quarter ended September 30, 2026. Each row below is one eligible customer site after invoice aggregation and activity deduplication. These six sites belong to different parent accounts, so site count and account count happen to agree in this example.
Put these fields in columns A through E, with headers in row 1:
| Site ID | Service state | Assigned region | Net revenue (USD) | Covered flag |
|---|---|---|---|---|
| S01 | CT | Northeast | 120,000 | 1 |
| S02 | NJ | Northeast | 80,000 | 0 |
| S03 | NY | Northeast | 100,000 | 1 |
| S04 | NC | Southeast | 90,000 | 1 |
| S05 | GA | Southeast | 150,000 | 0 |
| S06 | FL | Southeast | 60,000 | 0 |
The regional assignments are this supplier's business definitions. They are not a claim that these are official Census regions.
Enter Northeast in G2 and Southeast in G3. In Google Sheets, compute eligible sites, net revenue and covered sites in H2, I2 and J2:
=COUNTIF($C$2:$C$7,G2)
=SUMIFS($D$2:$D$7,$C$2:$C$7,G2)
=SUMIFS($E$2:$E$7,$C$2:$C$7,G2)
Fill down for the next region. Google's SUMIFS documentation describes summing a range against specified criteria. The covered-site sum works here because each unique site has exactly one numeric flag, either 1 or 0.
Calculate site coverage in K2, covered revenue in L2 and revenue coverage in M2:
=IF(H2=0,"",J2/H2)
=SUMIFS($D$2:$D$7,$C$2:$C$7,G2,$E$2:$E$7,1)
=IF(I2=0,"",L2/I2)
The blank result for an empty denominator avoids presenting an undefined rate as zero. Covirage is not affiliated with Google.
| Region | Eligible sites | Net revenue (USD) | Covered sites | Site coverage | Covered revenue (USD) | Revenue coverage |
|---|---|---|---|---|---|---|
| Northeast | 3 | 300,000 | 2 | 66.7% | 220,000 | 73.3% |
| Southeast | 3 | 300,000 | 1 | 33.3% | 90,000 | 30.0% |
| Total | 6 | 600,000 | 3 | 50.0% | 310,000 | 51.7% |
Percentages are rounded to one decimal place. Northeast site coverage is 2 / 3 = 66.7%; its revenue coverage is (120,000 + 100,000) / 300,000 = 73.3%. Southeast site coverage is 1 / 3 = 33.3%, while revenue coverage is 90,000 / 300,000 = 30.0%.
The region totals must reproduce the included file: 300,000 + 300,000 = $600,000 of revenue and 3 + 3 = 6 sites. Covered revenue is 220,000 + 90,000 = $310,000. Overall revenue coverage is 310,000 / 600,000 = 51.7%.
Use these checks after filling the regional summary:
=SUM(I2:I3)-SUM(D2:D7)
=SUM(H2:H3)-COUNTA(A2:A7)
=SUM(J2:J3)-SUM(E2:E7)
Each should return zero. Separately check that every site ID is unique and every included site has a region. Equal totals alone do not prove correct assignment: duplicate and missing rows can offset each other.
Reconcile the $600,000 to the revenue export for the same sites and quarter. If centralized invoices cannot be allocated to service sites reliably, report them as unallocated rather than dividing them across territories without evidence.
Both regions have equal revenue, yet Southeast has fewer reviewed sites and lower revenue coverage. Its sales manager should inspect S05 and S06, confirm their ownership and decide whether reviews are warranted. The table does not prove that missing reviews caused lower sales or that additional activity will produce an order.
Do not stop at regional totals. A large unreviewed site may need a different action from a small inactive site. An RFM analysis adds purchasing recency and frequency within the region when that is relevant to the follow-up.
Keep the assignment date fixed for the quarter. For planning, you can also show the same rows under a proposed territory map. Label that as a reassignment comparison, so a transferred account does not look like newly won regional revenue.
Bring your customer-site file, supplied geographic assignments, sales export and coverage fields to Covirage. Covirage maps the columns; its tools compute and check regional sales and coverage, and the external AI model explains the results with every figure traced to its rows. Create a free Covirage account and bring a sample of your own data; creating the account takes about a minute.
See territory planning for the supporting sales workflow.
Use the address that matches the decision. Headquarters can suit national account ownership, while delivery or service addresses usually suit local coverage and route planning. Keep both fields where available and label the report clearly so one location basis is not mistaken for another.
No. A metro area is a statistical geographic definition, while a sales territory is a business assignment. Your territory may combine several areas or split an area between teams. Maintain a dated territory mapping and use the statistical definition only when that comparison is needed.
Retain a parent account ID and a unique site ID. Assign site-level sales to the location that received the sale, using a documented rule for centralized invoices. Count sites and parent accounts separately; a national customer can appear in several territories without becoming several distinct customers.
It measures the share of eligible accounts or sites receiving a defined sales activity within a stated period. Specify what qualifies, such as a completed account review. Revenue coverage weights those records by sales and answers a different question from the share of sites covered.