Before: Beeline planned territories manually in spreadsheets, informed by tribal knowledge, with no transparency into why territories were drawn the way they were.

After: BoogieBoard let them model territory scenarios off live Salesforce data, compare designs side by side, and show sales leadership exactly how and why territories were balanced.

At a Glance

Company
Beeline
Industry
Vendor Management / Contingent Workforce
What they do
VMS platform used by 400+ enterprise brands to manage non-employee workers
Sales team
<50 reps across North America and Europe, covering multiple segments and product lines
CRM
Salesforce
Use case
Territory planning, scenario modeling, headcount planning
The Problem

Tribal Knowledge, Spreadsheets, and a Black Box

When Zack Helm took on territory planning as Beeline's Sales Operations Manager, the process looked like most companies'. Planning relied on institutional memory and spreadsheets passed between finance, sales leadership, and RevOps. The cycle took two to three months and consumed roughly 40% of the team's collective time.

Territory design at Beeline isn't simple. The sales team covers multiple segments, multiple product lines, and two continents. Territories need to balance not just geography but account mix, segment coverage, historical context, and growth potential. That complexity is exactly what made the spreadsheet approach break down — and what made the lack of transparency so damaging. Reps couldn't see how their territories were built or why. It felt like a black box.

"There wasn't true transparency with territories. There's no true sentiment of why territories are being balanced the way they are when you're doing it through Excel."

Zack Helm, Salesforce Operations Manager, Beeline
Why Now

The Missing Piece in the RevOps Stack

Beeline had been building out the rest of their RevOps function — forecasting, pipeline management, qualification, win/loss analysis. But territory design was still a weak link, and it was limiting the return on everything else they'd built. Better pipeline management doesn't help much if reps are covering the wrong accounts in the wrong geographies.

The Implementation

Three Things Mattered Most

Getting started was fast. Beeline had scoping conversations about their current state and pain points, set guardrails for what territory designs needed to balance, and BoogieBoard generated initial scenarios quickly enough to start internal discussions almost immediately.

Three things mattered most:

Live Salesforce integration. BoogieBoard connects directly to Salesforce and pulls live data. With the old Excel approach, data was stale the moment you exported it. With BoogieBoard, a data load into Salesforce that morning shows up in the territory models immediately.

Scenario modeling with version control. In Excel, moving a few states from one territory to another was slow, and comparing the before and after was even harder. In BoogieBoard, the team could make that change in minutes and keep both versions for side-by-side comparison. Because scenarios are generated at the click of a button, the constraint is no longer "how many territory designs can we build" — it's "which one is best."

Multi-variable balancing. Beeline's territories needed to account for a lot at once — segments, ICP account counts, historical bookings, open pipeline, and geographic boundaries. In spreadsheets, balancing across that many variables was effectively impossible. BoogieBoard let them set all of those criteria and see what the data actually supported, rather than designing around what felt right.

"We leveraged BoogieBoard to really revamp the data we're using for territory design. The biggest shift was going from opinion-based planning to data-driven modeling."

Zack Helm
Results

What BoogieBoard Directly Changed

The old process was slow because every iteration meant exporting fresh data, manually rebuilding spreadsheets, and passing files between RevOps, finance, and sales leadership. BoogieBoard collapsed all of that — live data, instant scenario generation, one shared view — and territory planning compressed from 2–3 months to one month. Time spent during that window dropped from ~40% of the team's bandwidth to 5–10%. Zack estimates they could get it down to two to three weeks — the extra time now is spent experimenting with new territory structures, not fighting the process.

Sales leadership can now see exactly how territories are balanced and why. Reps can trace the logic. The black box is gone, and territory conversations that used to start with skepticism now start with data.

An unexpected benefit was headcount planning. When Beeline needed to figure out which segment to hire into next, leadership modeled different scenarios in BoogieBoard to see the answer — which segments were underserved, where adding a rep would have the most impact. That decision would have been invisible in spreadsheets.

More benefits from territory planning

Territory planning was one part of a broader RevOps overhaul at Beeline. Together, those investments produced a 53% increase in win rate, 57% increase in deal volume, and 27% increase in ARR year over year. Territory planning meant reps were actually covering the right accounts, which gave the other investments room to work.

Advice

What Zack Would Tell a Peer

Get your data right first. Territory planning tools are only as good as the CRM data feeding them. If your Salesforce data isn't clean, fix that before you invest in tooling.

Prioritize scenario modeling. The ability to quickly iterate on different territory designs and compare them is what separates a useful tool from a fancy spreadsheet.

Don't underestimate territory design — and don't wait. As Zack put it: "Bad territories can hide or create performance problems." Getting it right early compounds across every other RevOps investment you make.

Start designing territories today