The Sales Coverage Design Process

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.