First 90 Days Report

The Fundamentals Of Sales Coverage Design

December 6th, 2019


The annual sales planning process provides a strategic opportunity for sales operations to help evolve the sales function to meet the organization’s long-term needs (see Introducing The Sales Planning Model). Sales operations leaders need to understand the goals of sales coverage design, coverage complexity, and the challenges of coverage design. The Forrester Sales Coverage Design Process can help. In this report, we provide a guide for sales operations leaders to execute a robust process for managing sales coverage design, including sizing and plan approval, from start to finish.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.