Precision. Trust. Acceleration.

How Fullstory Cut Planning Time and Delighted Their Sales Team with Automated Territory Design

Kevin Davis

Author

June 6, 2025

Fullstory, a leading behavioral data platform, faced increasing challenges with their territory planning process as they scaled. With approximately 150 people across their go-to-market organization, their manual approach to territory design had become unsustainable, creating inefficiencies and potential inequities across their sales teams.

Fullstory implemented BoogieBoard to transform their manual, spreadsheet-based approach to territory planning. The implementation led to more efficient, fair, and transparent territory designs. Working with BoogieBoard delighted the sales team while significantly reducing planning efforts. Common territory adjustments that previously took hours were now completed with "just a click of a button."

"For the first time, territory carving felt like a strategic advantage, not a necessary evil. My team walked away with clarity and confidence, and that's invaluable."

Amber Bellaire, Enterprise Sales Leader, Fullstory

TL;DR

Dramatically reduced planning effort with automated territory design.
Transformed specific adjustments from hours of work to "just a click of a button".
Delighted the sales team through transparent territory assignments.
Balanced territories across 12 different teams spanning 3 continents.
Implemented custom account hierarchy rules to maintain consistent coverage across regions.
Eliminated version control issues that previously plagued spreadsheet-based processes.
Accelerated territory rollout, delivering new territories within two weeks of fiscal year start.
Provided flexibility for sales leaders by streamlining the territory planning process.
Eliminated the need for a dedicated territory planner, providing cost savings while improving quality.

Use Case 1

Replacing Spreadsheets with Data-Driven, Automated Design

The Problem

Fullstory's territory planning process had historically been "more art than science," relying heavily on manual spreadsheet work. This created significant challenges:

Defining equitability: "Really defining what our measure of equitability is. Was it potential TAM? Was it the number of accounts? Was it the amount of ARR? Was it the number of prospects in a certain industry? There could be several definitions that we had for what made an equitable territory. And to try and optimize across all of those manually was really challenging," explained Sam Miller.
Version control nightmares: "Since we weren't doing this in a tool and we were doing it in sheets, it very quickly became hard to manage version control. You'd move one account and all of a sudden your model would break," said Miller.
Static data: Your data is not live. It's very static in that spreadsheet," noted Will Hergenrader, Manager of Sales and Marketing Strategy. "It's over the end of your fiscal year and the majority of our business is coming in Q4, even the last few weeks of Q4, so your data becomes stale very quickly."
Limited visualization: "There was nothing visual about it, nothing intuitive in the way that they should use this spreadsheet. It's just a spreadsheet. There's no dashboarding, no capability to assess the equitability. It was just more gut feeling," Hergenrader explained.
Resourcing constraints: When a RevOps leader departed, the team faced territory planning with limited resources. "We simply just didn't have the manpower to spin this up ourselves," Hergenrader shared.

The Solution

Fullstory implemented BoogieBoard's automated territory design platform to transform their planning process:

...with just the click of a button, you can see instantaneously what is the equitability across your different reps

Sam Miller, Strategy and Operations at Fullstory

Quantifiable optimization metrics: "The optimization model...having the flexibility to optimize territories for whatever metric or set of metrics that you defined as being key to optimize on," was critical, explained Miller.
Instant adjustments ("just a click"): "If we decided, hey, we were going to need six territories in this segment and then we needed to move to eight, it was just a click of a button. And that used to take us hours," Miller noted.
Side-by-side territory analysis: BoogieBoard enabled "a very easy view to look across all territories at the same time. If I was a manager and I had six reps, I could see the breakdown across all of the territories within my team side by side," explained Miller.
Real-time scenario planning: "When you're able to design those different scenarios, change those different parameters that you want to build your territories upon, then with just like the click of a button, you can see instantaneously what is the equitability across your different reps," Hergenrader shared.
Seamless implementation: "It was really pretty seamless. We were able to essentially take all of the fields that we wanted from our CRM, plug them right into BoogieBoard," said Miller.

The Impact

Dramatically faster planning: "This is a major arc of work that we were able to significantly reduce the amount of time that we put into it and not only maintain, but improve the quality of the output," Miller explained.
Streamlined planning process: "We have a lot of different arcs of work during our annual planning process and territory planning has a lot of dependencies. So being able to make that much quicker, more efficient, and seamless without compromising on quality has a cascading impact across our planning process," noted Miller.
Planning season lifesaver: "I don't know if I would have made it through the planning season without BoogieBoard," said Hergenrader. "Without the help from the BoogieBoard team, I don't know how we would have gotten this done."
Faster territory delivery: "We were able in the last few weeks of our fiscal year to bring in all of our sales management into BoogieBoard...and that eventually rolled out into the sales team within two weeks of the fiscal year starting, which was the fastest we had ever done that at Fullstory," Hergenrader shared.

Use Case 2

Building Measurable, Multi-Dimensional Territory Equity

The Problem

Fullstory struggled to create equitable territories across their complex global organization:

Different regional needs:: "Our sales teams range across three continents, four different segments on each continent. So there's 12-ish teams that we're building territories for, and they all have completely different requirements," explained Hergenrader.
One-size-fits-all approach: "In spreadsheets, we probably would have just done an apply-all rule to every single team," Hergenrader noted.
Complex to define equity: "We want all of our reps to have an equal chance at hitting quota, because if they all have a good chance at hitting quota, it means we have a good chance of overperforming our company goal," Miller explained.
Sales rep retention risk: "In my experience, having a bad territory or an uneven territory can often be a major cause of rep attrition," Hergenrader shared.

The Solution

BoogieBoard enabled Fullstory to create truly balanced territories across their global organization:

Measurable, tailored approach: "BoogieBoard gave us the ability to tailor to each of those specific teams, not only from the equability standpoint, but how we design each of those territories," Hergenrader explained.
Quantifiable metrics across segments: "BoogieBoard allowed us a very robust ability to create equitable territories across multiple lenses, which we probably couldn't have done," said Hergenrader.
Region-specific optimization: Fullstory was able to define different parameters for different teams, ensuring each segment could be optimized for their unique needs.
Clear, visual territory comparisons: BoogieBoard enabled “a very easy view to look across all territories at the same time. If I was a manager and I had six reps, I could see the breakdown across all of the territories within my team side by side,” Miller explained.

The Impact

Sales rep delight: "I had multiple people come to me and thank me for the intentionality that went into designing territories," Hergenrader noted.
Equitable quota assignment: "We have tiered AE quotas within a segment. We made sure there's equitability in how the book is balanced," Miller explained.
Eliminated territory disputes: Clear boundaries between roles and segments prevented internal conflicts.

Use Case 3

Managing Complex Account Hierarchies

The Problem

Fullstory needed to ensure that account hierarchies were maintained across territories:

Hierarchical complexity: "Parent-child accounts and account hierarchies have always been a challenge," Miller explained. "Those are just hard to implement in a spreadsheet."
Cross-regional requirements: "We have some pretty stringent rules around account hierarchies, especially when it spans geography. We want one rep on a family of accounts per region," Hergenrader shared.

The Solution

BoogieBoard quickly implemented a solution to handle Fullstory's complex hierarchy requirements:

Custom hierarchy rules: BoogieBoard's team designed custom hierarchy rules that "helped us create this hierarchy rule for our sales team that did exactly what we wanted," Hergenrader shared.
Regional management: The solution ensured they could assign "one rep in North America, one in Europe, one in APAC" to the same account family.

The Impact

Consistent coverage: Fullstory could maintain their "one rep per region per account family" rule across all territories.
Improved customer experience: Customers now have a consistent sales experience regardless of their subsidiary location.
Simplified management: "That was incredibly awesome and valuable for us," Hergenrader emphasized.

"Parent-child accounts and account hierarchies have always been a challenge. Those are just hard to implement in a spreadsheet."

Sam Miller, Strategy & Operations

Use Case 4

Building Sales Rep Trust Through Transparency

The Problem

Territory assignments were often met with skepticism from sales teams:

Black box perception: "Sales teams lose trust when territory decisions lack transparency. If it feels like a black box—with no clear visibility into how something that meaningfully impacts their day-to-day was decided—they're not going to trust you," Hergenrader explained.
Comparison difficulty: It was "really difficult to do the side-by-side comparison in a clean way in a spreadsheet without us investing a lot of time to build the exact visualization that the sales leaders wanted," Miller shared.
Complex requirements, manual burden: "I needed a tool that could handle complexity: account history, whitespace, industry alignment, and regional considerations like location and time zone," Amber Bellaire, Enterprise Sales Leader, shared.

The Solution

BoogieBoard created unprecedented transparency in the territory planning process:

Sales involvement: "We let our AE team in on it with us. We asked, 'what criteria would you be most concerned about us getting right?'" said Miller.
Live visualization: "We brought in all of our sales management into BoogieBoard and had them play around with how we had designed territories. They were able to make live feedback and we made changes based on that feedback," Hergenrader shared.
Enterprise-grade complexity: BoogieBoard handled the complex requirements of enterprise sales, including "account history, whitespace, industry alignment, and regional considerations like location and time zone," Bellaire noted.

The Impact

Unprecedented feedback: "We had really clean 'whys' to share. When asked 'did you consider doing it this way?' we could say 'we actually modeled it that way and it looked like this,'" Miller explained.
Rapid adoption: "I had received multiple Slack messages from sellers...one guy mentioned that never before had he seen such intentionality go into that territory design process," Hergenrader shared.

"For the first time, territory carving felt like a strategic advantage, not a necessary evil."

Amber Bellaire, Enterprise Sales Leader,

Time savings: "I would say it saved me hours and gave me peace of mind that my people were all set up for success in a fair and equitable way," Bellaire shared.

Long-Term Impact

Long-Term Impact on Fullstory's Go-to-Market Strategy

BoogieBoard has become an integral part of Fullstory's planning process, delivering ongoing benefits:

Forward-thinking approach: "BoogieBoard forced us to think more structurally and forward thinking in a way of how to design and maintain territories," Hergenrader explained.
Reduced ongoing burden: "That process has been extremely burdensome on our ops teams, having to spend hours at a time, whereas now we can just flip accounts from one rep to the next," Hergenrader noted.
Reduced hiring needs: "The clearest direct ROI would be not having to hire someone to be a full-time territory builder and manager," Hergenrader explained. "For us, it was clear we could either hire someone to come do this or we could license BoogieBoard to help us do it."

"I would describe BoogieBoard as a highly tailorable recommendation engine for your sales team in terms of their territory. You're able to put in exactly what you would like to see from an equitability and design standpoint and territory, and BoogieBoard gives you that ability to see that in real time and then iterate on that process."

Will Hergenrader, Manager of Sales and Marketing Strategy, Fullstory

Fullstory's Territory Transformation at a Glance

Automated Territory Design: Transformed from manual spreadsheets to a click-based optimization approach
Increased Transparency: Built unprecedented trust with the sales organization
Global Optimization: Balanced territories across 12 teams spanning 3 continents
Complex Hierarchy Management: Implemented specialized rules for parent-child account relationships
Accelerated Go-to-Market: Delivered territories faster than ever before
Improved Efficiency: Eliminated after-hours work for sales leaders
Cost Savings: Achieved better results without hiring dedicated territory planners