A step-by-step method for a sales leader building a coverage model from data already held: define the touch, build the roll-up hierarchy, compute coverage per rep against a tier cadence, reconcile it to the ledger, and produce the weekly untouched list. Each step with the export it needs, the check that proves it, and the mistake that most often undoes it.
Coverage is the share of the accounts a rep is responsible for that they actually touch. Every sales team has the data to compute it and most compute something else. This guide is five steps from the exports to a weekly untouched list, each with its check.
Write down what counts: meeting, call with notes, visit. What does not: email sent, email opened, automated sequence. Version it. Every rep is measured on the same definition.
Check: the definition is one sentence, dated, and on the report.
The mistake: counting emails. Coverage goes to 100 percent and means nothing.
Every account to one rep, every rep to one team, every team to one region. From the CRM's ownership fields and the org chart. Dated, so moves are handled.
Check:
accounts = Σ regions' accounts = Σ teams' = Σ reps'
An account with two owners or none fails it and is listed.
The mistake: shared ownership. Two owners means no owner, and the account is touched by neither.
Per rep:
Coverage = accounts touched at their tier's cadence in the period ÷ accounts assigned
With tiers from the data and a cadence per tier. An account touched once when its tier expects three is not covered.
Check: coverage per rep, per team, per region, and the region figure equals the accounts-weighted roll-up of its teams.
The mistake: touched once counts as covered. Tier 1 accounts get one call a year and show as covered.
The model's accounts and their revenue against the ledger's.
Σ accounts' revenue in the model = ledger revenue
Two lists from the failure: ledger accounts with no owner, which is uncovered revenue, and CRM accounts with no revenue, which are prospects or duplicates.
Check: the identity holds, or the two lists are on the report with their totals.
The mistake: skipping this. The coverage figure is then a share of the CRM, not of the business.
Per rep, every week: accounts assigned with no qualifying touch in their cadence window, ranked by trailing revenue.
Check: the list's accounts plus the touched accounts equal the rep's assigned accounts.
The mistake: ranking by account name or by CRM score. Rank by revenue; the rep's Monday should start with the biggest untouched account.
| Rep | Assigned | Covered | Coverage | Untouched revenue | Top untouched |
|---|---|---|---|---|---|
| R-04 | 62 | 33 | 53% | $1.4m | 4471, $310,000, tier 2, 71 days |
| R-11 | 44 | 38 | 86% | $180,000 | 9034, $40,000, tier 3, 48 days |
| R-17 | 18 | 17 | 94% | $12,000 |
Rep R-04 has one point four million dollars of revenue in accounts nobody has spoken to this quarter, and the biggest is named.
| Step | Export |
|---|---|
| 1, 3, 5 | CRM activities: account, rep, date, type |
| 2 | CRM accounts: account, owner; org chart |
| 3 | Tiers, from the ledger and the norm |
| 4, 5 | Ledger: account, period, revenue |
Four files. Nothing connected.
Mapped once, the four exports produce the hierarchy, coverage at every level, the reconciliation lists and the untouched list every week, with each step's check run. Covirage builds this from the exports as they are. The sales intelligence solution describes the setup, and the coverage guide covers why this number sits under every other one.
A logged interaction of a kind the team agrees counts: a meeting, a call with notes, a site visit. Not an email open. The definition is written once, versioned, and used for every rep, and the model's first line states it.
With a CRM export and a ledger export, the first version is a day, most of it on the hierarchy. The weekly refresh is minutes once the mapping is fixed, and the checks run automatically.
They will. Step four lists the accounts in the ledger with no CRM owner and the CRM accounts with no ledger revenue. The first list is revenue nobody is covering; the second is usually duplicates or prospects, and both are fixed before the coverage figure is trusted.