Key takeaways
- A territory model is a written rule for who prospects which accounts.
- Start from the full list of accounts that fit, not from the reps you have.
- Balance territories by opportunity and workload, not by account count alone.
- Clear ownership rules stop two reps contacting the same buyer.
- Review the split on a fixed schedule and move accounts only with evidence.
What is a territory model for SDRs
A territory model is the set of rules that decides which accounts each sales development representative (SDR) may prospect. It covers the boundaries of each patch, who owns an account when it moves and how accounts pass to account executives.
For mid-market teams it matters because the accounts are numerous enough to need splitting but valuable enough that duplicated or missed outreach costs real deals.
Which way should you split mid-market territories
Split territories the way your buyers buy: by geography when time zones and language matter, by industry when the message changes by sector, and by named accounts when a small set carries most of the value.
Many mid-market teams use a hybrid, region first and then industry within each region. A rep covering manufacturing in the UK and Ireland, for example, can reuse research and references across accounts, which makes each message sharper.
- Geographic: simple to explain and good for language and time zones, but uneven if one region is denser.
- Industry: builds expertise and better messages, but is harder to balance.
- Named accounts: tight focus on high-value targets, but needs careful upkeep.
- Company size bands: useful when mid-market and enterprise accounts need different approaches.
How do you balance territories fairly
Balance territories by estimated opportunity and by workload, so each rep has a similar chance of reaching target for a similar effort.
Give each account a simple potential score from fit criteria such as headcount, growth signals and product fit, then add up the scores per territory. Check workload too: a patch of many small accounts takes more research hours than one of fewer, larger accounts. If one patch is clearly richer, give it to the more experienced rep and adjust the target, rather than pretending the split is even.
Which ownership rules should you write down
Write down who owns an account, for how long and what happens when it changes hands, before the first dispute arises.
- An account belongs to one SDR at a time, recorded in the CRM.
- Ownership lapses after a set period with no activity, and the account returns to a shared pool.
- Inbound leads from an owned account go to its owner.
- A booked meeting moves the account to a named account executive, with notes attached.
- Parent and subsidiary companies follow one rule, agreed in advance.
How often should you review territories
Review territories on a fixed cycle, usually each quarter, and change them only when the evidence shows a real imbalance.
Look at coverage (how many accounts were actually worked), meetings created and the accounts nobody touched. Moving accounts too often breaks relationships and wastes research; never moving them leaves good accounts idle with a rep who has no time for them.
How to build an SDR territory model, step by step
Build the model from the account list up, then assign people to it.
- Define the mid-market band for your business, in headcount or revenue, and the industries and regions you serve.
- Build the full list of accounts that fit, and remove existing customers and open deals.
- Score each account for potential using a few fit criteria you can check.
- Choose a split (region, industry, named accounts or a hybrid) and divide the scored list into balanced territories.
- Assign an owner to each territory and record the ownership rules in the CRM.
- Review coverage and results each quarter, and rebalance where the evidence shows a gap.
Where Pebbles Ai fits
- CapabilityProspecting & customer recordsThe CRM, in Beta, keeps ideal customer profiles and admin-defined custom fields, such as a Choice field for territory. Deals and tasks have saved views and filters, so each SDR can keep a view of their own work.
- CapabilityResearch & analysisBefore you assign a named account, ask an assistant to read the company's website and public sources and summarise what it does, with numbered citations.
Common questions
How many accounts should one SDR own?
It depends on deal size, research depth and how many touches each account needs. Start with the number a rep can work properly in a quarter, then adjust from coverage data.
Should SDR territories mirror account executive territories?
Usually yes, or at least map cleanly onto them. When one SDR feeds two or three account executives, hand-overs and shared account knowledge are much easier.
What do you do with accounts that fit no territory?
Put them in a shared pool with a clear rule for claiming them, and review the pool at each territory review. A growing pool is a sign the model needs a new segment.
About this page. Written by the Pebbles Ai team for people who run sales, marketing and growth. Last updated .
