Coverage

The share of accounts a team is responsible for that were actually reached in a period: visited, called, or sold to. Measured per person and rolled up.

DefinitionThe share of accounts a team is responsible for that were actually reached in a period: visited, called, or sold to. Measured per person and rolled up.

How it is computed

Coverage = accounts reached in the period ÷ accounts assigned

"Reached" is defined by the desk: a logged visit, a call, or an order. The simplest and most honest definition is an order, because an order proves the contact happened. Each account may carry a call frequency, weekly or fortnightly, and coverage is then measured against the accounts that were due.

Levels

Coverage is a property of a person and their accounts. It rolls up to the team, the region and the company by summing reached and assigned accounts, never by averaging percentages. A team of two reps at 90 percent and 50 percent with very different account counts is not at 70 percent.

Where it goes wrong

Stale account lists drag coverage down with closed accounts and hide new ones. Frequency ignored makes a fortnightly account look missed every other week. Two people on one account count it twice; the level assertion catches that, because people sum to more than the team.

Why it matters

Coverage is the number under every other number. Pipeline, forecast and win rate all assume somebody spoke to the account. Where nobody did, none of the others mean anything.

How it is computed

Accounts with a qualifying two-way touch inside the window, or inside the cadence their tier is owed, divided by assigned accounts. Computed by count and by the revenue those accounts hold.

Example

A rep has 300 accounts and touched 255 within cadence: 85 percent by count. Those accounts hold $6.2 million of the book's $10.0 million: 62 percent by value. Three large accounts are among the uncovered.

Where it goes wrong

Every logged item counted as a touch, and one window used for every tier. The result flatters activity and penalises sensible neglect of the tail.

Articles that use this term

Board and management reporting

A board narrative with a citation on every number: how to draft the commercial pack from reconciled figures

A method for writing the quarterly commercial narrative so every figure carries a citation to the calculation that produced it: the reconciled roll-up as the source, the narrative structure, the citation format that survives export, and why the model writes sentences but never numbers.

16 Sept 20263 min read Data quality and reconciliation

A CRM data quality scorecard: five fields, five checks, one number per rep

How to score CRM data quality from the export rather than from complaints: five fields that every coverage and pipeline measure depends on, owner, close date, stage, activity date and account identifier, the check for each, the completeness and validity rate per rep, why the score is reported beside the measures that depend on it, and the rule that a measure computed on data under a stated score is shown greyed.

16 Sept 20263 min read Coverage and territory · Sales teams

A new rep's first ninety days, from the data: the list that replaces shadowing

What a newly hired rep should be given on day one from the book they inherit: the accounts ranked by revenue with days since last touch, the returning lines that were bought and dropped, the dormant accounts with their cadence and run rate, the open deals with slip counts, and the tier cadence that says who to call first. A ninety-day plan in three lists, the measures that say whether the ramp is on track, and why it beats a week of shadowing.

16 Sept 20263 min read AI and self-service analytics

A weekly sales digest worth reading: what a good one looks like, line by line

An annotated example of a weekly sales digest built from computed tables: the header that states the period and the checks, ten movements each with the measure, the level, the change, the threshold and the citation, the three lists that follow, untouched, slipped and dormant, the line that says what did not move, and the footer with the definition version. What each element is for, and the version of the same digest that nobody reads.

16 Sept 20263 min read Data quality and reconciliation

Account hierarchy: parents, subsidiaries and the level you actually sell to

How to build and use an account hierarchy for sales analytics: the levels that exist in most customers, group, legal entity, site, department, the one level where the buying decision is made and every measure is computed, the levels beneath kept as dimensions, the dated parent mapping that survives acquisitions, the identity that revenue sums identically at every level, and the two mistakes that produce forty customers where there is one and one where there are forty.

16 Sept 20263 min read Coverage and territory

Account penetration rate: formula, denominators and a worked example

Account penetration rate defined, accounts buying over accounts in a stated universe, the four denominators it is computed against and what each answers, the target list, the estate, the segment universe and the installed base, a worked example per rep against a target list, the roll-up, the identity to the universe file, and why a penetration rate with no stated universe is a percentage of nothing.

16 Sept 20262 min read