Best Practice Report

The Sales Coverage Design Process

October 16th, 2019
With contributor:


Many organizations approach annual sales planning as an exercise limited to allocating goals and managing expectations. However, these companies miss the opportunity to use the planning and coverage design process to realign key stakeholders (e.g., sales, marketing, product, finance) and recalibrate the coverage model to fully enable the next step in the organization’s evolution and growth. In this report, we introduce the Forrester Sales Coverage Design Process — a strategic tool for sales transformation that comprises five steps sales operations leaders can use to manage coverage model design, sizing, and approval.

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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.