The Territory Transformation

The Problem

Fundraise Up understood the importance of strong territories, but ran into serious roadblocks. After failing for multiple quarters, the team hit a boiling point:

• Lost RevOps leader: "We proceeded to lose our RevOps leader. We fumbled around trying to figure out if there was a path to getting this done internally."
• Failed spreadsheet approach: Previous attempts using spreadsheets couldn't visualize territory options effectively.
• Business planning bottleneck: "I was not willing to commit to a hiring plan until we had clear account coverage."
• January deadline: "We have revenue kickoff in January. Obviously we need reps to have their 2025 patches in their hands in January at the very latest."

The Solution

Introduced by their partner, Skaled Consulting, Fundraise Up turned to BoogieBoard’s territory design platform. With less than two months before their deadline, and no time to evaluate multiple vendors, they made the call to move forward.

Despite initial skepticism, they jumped in with BoogieBoard SaaS and quickly realized the impact:

• Simplified process: "When BoogieBoard came in, there was immediate simplicity in our approach that created acceleration."
• Fast implementation: "I don't remember there being an implementation. I connected our admin with BoogieBoard and suddenly we were discussing how to get the upload started."
• Visual territory modeling: "I could confidently visualize all of the different build options and their impact."
• Cross-team translation: "BoogieBoard acted as the appropriate translator between the two teams to get us into a position where we could run a project plan."

The Impact

• Met January deadline: Territories were implemented in time.
• Unblocked 2025 planning: "We made business decisions with confidence because we had visibility into the account universe."
• Built rep trust: "When we rolled this out, we showed them the build in BoogieBoard. They had never seen a build led with such transparency."

The Problem

Fundraise Up needed to design and coordinate territories across multiple layers and roles, each with unique requirements:

• Different sales roles: AEs and BDRs required distinct but aligned territories.
• Multiple segments: Education, SMB, Mid-Market, Enterprise, and Strategic each demanded a tailored approach.
• Varying experience levels: Different quota expectations meant territory sizing had to be customized.
• New geographic markets: Expansion into UK/EMEA added further complexity.
• Current and future teams: Territories needed to support both existing team members and planned hires.

The Solution

Using BoogieBoard’s dynamic territory design platform, Fundraise Up was able to bring structure and balance to a complex set of needs:

• Mirrored territories: Created perfect alignment between BDRs and AEs to ensure streamlined handoffs.
• Micro-vertical specialization: Built dedicated structures for non-profit micro-verticals like Education.
• Quota-based sizing: Adjusted territory sizes based on each rep's quota level for fairness and balance.
• Future hire readiness: Pre-built territories were ready and waiting for incoming hires.
• Segment balance visualization: Visualized account distribution across segments to maintain balance and avoid overlap.

The Impact

• Increased BDR efficiency: Domain specialization led to sharper targeting and improved outreach.
• Streamlined handoffs: Aligned BDR and AE territories eliminated confusion and lead routing errors.
• Fair quota opportunity: "We have tiered AE quotas within a segment. We made sure there's equitability in how the book is balanced."
• Hiring readiness: Territories were ready for new hires, speeding up onboarding and ramp time.
• Eliminated territory disputes: Clear boundaries between roles and segments prevented internal conflicts.

The Problem

When Jessica Watts joined Fundraise Up as VP of Sales, the company operated without a defined territory structure. Sellers could pick accounts if they weren’t already claimed, and new leads were assigned round-robin. This led to several issues:

• No account ownership: "No AE carried a book of business. No BDR carried a book of business. It was completely round robin based on historical inbound processes."
• Opportunity hoarding: "AEs would hold their opportunities because if they closed them, they would be released back into the round robin. We saw forced holding behavior where AEs were trying to create territories."
• No targeting strategy: "When asked 'who are our targets?' we could not say with confidence."
• Cross-functional confusion: "We couldn't promise (to other departments) that accounts were being worked because they didn't belong to anybody who took responsibility for creating those conversations."

The Solution

Fundraise Up loaded its account data and team structure into BoogieBoard and leveraged its AI-assisted design features to:

• Create structured territories: Assigned specific accounts to individual reps with clear ownership.
• Balance territories: Used revenue potential, micro-sector focus, and nonprofit-specific criteria for fair territory distribution.
• Define ownership boundaries: Established transparent assignment rules and clear lines of ownership.
• Distribute new accounts: Implemented an equitable system for distributing inbound and uncovered accounts.
• Align on TAM strategy: Created a clear, transparent strategy for prioritizing their Total Addressable Market.

The Impact

• Higher ASPs: Fundraise Up sellers are spending their time selling to the right accounts. "We're seeing all channels deliver a stronger ASP because we're pointing them in the right direction."
• Predictable pipeline: Clear account ownership enabled specific expectations for pipeline generation per territory, creating an approach and a measurable baseline.

• Clear accountability: Ownership created new expectations for how reps approached their book of business.
• Eliminated hoarding: Reps stopped artificially holding opportunities open since they maintained ongoing account ownership.

The Problem

Territory assignments were new to Fundraise Up’s sales team, and leadership knew they would face skepticism:

• Unfamiliar concept: "The concept of territories was new for a lot of our AEs. Many started as BDRs and had never worked on a territory-based patch."
• Fairness concerns: "How do you know that you didn't just give me 500 accounts in verticals with a suboptimal win rate?"
• Unique business model: "We base our segments on potential deal value—how much online revenue we think a nonprofit could drive through us."
• No visibility into methodology: Previous territory assignments lacked clear rationale reps could understand.
• Vertical-specific performance differences: "Our win rate is very different when selling to museums versus when we sell to animal welfare."

The Solution

BoogieBoard enabled the team to bring full transparency and involvement into the territory design process:

• Transparent criteria: All territory design parameters and balancing goals were clearly documented and visible.
• Visual experimentation: "I could ask questions, see how that played out in the build, and then change my mind."
• Real-time balancing: "Let's play around with balancing this way and see what that looks like. Okay, let's balance it differently."
• Data-driven decisions: Territory assignments were based on measurable criteria, not subjective judgment.
• Rep involvement: "We let our AE team in on it with us. We asked, 'what criteria would you be most concerned about us getting right?'"

The Impact

• Rep confidence: "AEs had a high degree of confidence because we were all able to visualize the same scenarios."
• Evidence-based responses: "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, which we didn't prefer.'"

• Eliminated perceived favoritism: Data-driven assignments removed concerns about subjective decisions.
• Faster adoption: Transparency led to quicker buy-in from the sales team.

Fundraise Up's territory transformation created lasting changes that continue to drive their go-to-market success:

• Product-territory alignment: "We've found we need more specific data sets... We've learned what data sets we need to build for that next degree of specificity."
• Focus on sales addressable market: "Your territory should represent your sales addressable market, not your total addressable market. We're starting to designate feature requirements onto our account objects so we can filter on that dataset."
• Financial planning credibility: The territory structure provided the confidence needed to commit to headcount plans, creating a direct link between territory integrity and financial forecasts.
• Data-driven improvement: "We placed KPIs on this entire exercise. Year over year, our builds will get better if we can increase qualification rates and ASPs."
• Quick territory adjustments: The team can quickly identify and correct territory imbalances when needed.
• Better onboarding: Pre-built territories for incoming team members accelerate productivity for new hires.

As Fundraise Up continues to grow, their data-driven territory approach has become a core element of their go-to-market strategy. In Jessica Watts' words:

"This process gave us a unit of measurement that we previously lacked. Now we can say: the bullseye that we designed the territory around looks like this. Are we hitting it?"