Blog · Coverage and territory · Sales teams
The honest answer to what share of a sales book should be covered: it depends on what counts as a touch on the desk, on the cadence each account is owed, and on whether coverage is measured by account count or by the value in the accounts. This page gives the ranges by desk, the three measurable things that set the right figure for one team, and the table to compute before anyone quotes a percentage.
Coverage is covered accounts over all accounts, and the question is what it should be. Three things on the team's own data decide it.
| Desk | Window | Coverage by count, typical |
|---|---|---|
| Field sales, named accounts | 90 days | 55 to 75 percent |
| Inside sales, SMB book | 90 days | 35 to 60 percent |
| Distribution, territory reps | 30 days | 60 to 80 percent |
| Pharma, target list | One cycle | 70 to 90 percent |
| Sales trading, client list | 30 days | 50 to 70 percent |
| Wealth, client book | 12 months, review | 70 to 95 percent |
The coverage by industry hub has the touch definition and window for each.
| Logged item | Touch? |
|---|---|
| Meeting held | Yes |
| Call connected, named contact | Yes |
| Email with a reply | Yes |
| Order taken by phone | Yes |
| Sequence email, no reply | No |
| Voicemail | No |
| Marketing email | No |
A team that counts everything reports 95 percent and has spoken to a third of its accounts. The activity metrics piece covers why the definition matters more than the volume.
Covered at cadence = last touch within the cadence owed to the account's tier
| Tier | Accounts | Cadence owed | Covered at cadence | Rate |
|---|---|---|---|---|
| A | 20 | 30 days | 17 | 85% |
| B | 60 | 90 days | 48 | 80% |
| C | 220 | 180 days | 190 | 86% |
| All | 300 | 255 | 85% |
Against a single 90-day window the same book reads 50 percent, because most of tier C was last touched four months ago, which is inside what it is owed. The single window penalises a sensible rep; the cadence view does not.
| Basis | Covered | Total | Rate |
|---|---|---|---|
| Count | 255 | 300 | 85% |
| Value | $6,200,000 | $10,000,000 | 62% |
Eighty-five by count, sixty-two by value: three uncovered tier-A accounts hold most of the gap. The worked example on a ten-account book shows the same split by hand.
| Measure | Formula | From |
|---|---|---|
| Touch, by rule | Logged items meeting the definition | CRM activity |
| Days since last touch | Today − last touch date, per account | Same |
| Covered at cadence | Days since ≤ tier cadence | Same, with the tier file |
| Coverage by count | Covered ÷ assigned accounts | Assignment file |
| Coverage by value | Revenue of covered ÷ revenue of assigned | Ledger |
| Same, prior quarter | Same | Same |
| Identity | Assigned = covered + uncovered; no account in two books | Assignment file |
Everything is a touch. Ninety-five percent, by sequence email.
One window for all tiers. The tail drags the number down and the rep is told to call accounts that do not need it.
Count only. The three largest accounts untouched inside an 85.
Calls per day instead. Volume rewarded; the book's shape never seen.
A good account coverage rate is 80 to 90 percent at cadence, with value coverage above count coverage, on a stated touch definition, at or above the team's own prior quarter. The uncovered list, ranked by value, is the output that matters more than the rate. Covirage computes it from the activity export, the assignment file and the ledger every week. The coverage foundation piece explains why this number sits under every other one.
A two-way interaction with a named contact at the account, logged with a date: a meeting, a call that connected, a reply to an email, an order taken by a person. A mass email, an automated sequence step and a voicemail are not. The definition is stated per desk, and the coverage by industry hub on this site has twelve of them.
Because 60 percent by count tells you nothing about which 60. If the covered accounts hold 85 percent of the revenue, the rep has prioritised. If they hold 40, the rep is working the easy small accounts and the largest are untouched. Count and value side by side is the read.
No. A rep with three hundred accounts cannot touch them all every quarter and should not try. The target is 100 percent of accounts touched within the cadence their tier is owed, and the cadence for the tail can be long. Coverage at cadence can reach the nineties; coverage against one window for every account should not.