Message From our Founder

"At BoogieBoard, we believe the most powerful ROI stories come directly from our customers. I've been on the receiving end of vendors claiming exact hours saved or precise revenue gains without understanding our business. This always felt disingenuous and limited my trust in these vendors. So Instead, we've chosen to share our customers' real experiences and provide a framework for you to think about returns for your organization, both quanititaive and qualitative. Territory planning is a complicated, multi-stakeholder process with lots variables. We believe that these stories illustrate the impact that BoogieBoard can have. We are always happy to connect you directly to these customers to learn more. If BoogieBoard isn’t an option and you need to design territories in spreadsheets, we have the most comprehensive free tools available on our resources page to assist you. I have been in your shoes before, and I hope these tools help. Please send any feedback directly to me at kevin@boogieboard.ai.”

Kevin Davis, Founder and CEO of BoogieBoard

About Our Featured Customers

FullStory: Digital experience analytics SaaS platform with a go-to-market organization of 150+ people across three continents, structured into 12 distinct teams spanning four market segments.

Fundraise Up: Leading donation SaaS platform for nonprofits with 25+ BDRs and AE teams across SMB, Mid-Market, Enterprise, and Strategic segments, managing territories in US/Canada and expanding into UK/EMEA.

Watershed: Climate technology (SaaS) company with a sales organization of 50+ AEs, 25+ SDRs, and account management teams, managing territories globally with complex account hierarchies.

Challenger Inc: Global sales training leader serving enterprise clients through a named-account approach rather than traditional geographical territories, with an expansive addressable market.

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Part 1: The ROI Framework

⏱️ Component 1: Time and Resource Savings

1.1 Dramatic Time Reduction

"With BoogieBoard, we were done with territories in three weeks. The shining light was the equity -- the confidence that all reps had an equal shot at hitting their quotas."

— Trevor Hussey, RevOps at Watershed

"BoogieBoard just works. It saved weeks of time that would've been spent in spreadsheets and created perfectly equitable territories."

— Meredith Dowd, VP, Revenue Operations at Sana

Results demonstrated by customers:

• 2-4 weeks of RevOps work reduced to days
• Elimination of spreadsheet version control problems
• Faster territory rollout to sales teams (no lost selling days)
• Less time spent transitioning accounts

How BoogieBoard enables this:

• One-click territory design replaces manually assigning accounts
• Automated, beautiful visualization replaces manually building pivot tables
• Scenario comparison eliminates administering spreadsheets and managing version issues
• Live, unified data backbone prevents refreshing spreadsheets and slow performance
• Automated limiting of customer disruption (fewest Account Owner changes possible)

1.2 Headcount Cost Avoidance

"The clearest direct ROI would be not having to hire someone to be a full-time territory builder and manager. For us, it was clear we could either hire someone to come do this or we could license BoogieBoard to help us do it."

— Will Hergenrader, Manager of Sales and Marketing Strategy, FullStory

Results demonstrated by customers:

• Elimination of $120,000-$180,000¹ annual cost for territory specialists
• Avoided recruiting costs ($15,000-$30,000 per hire)
• Budget reallocation to revenue-generating roles

How BoogieBoard enables this:

• One-click territory design performs work that would require full-time staff
• Built-in balancing logic handles complex calculations automatically
• Intuitive home-base allows existing RevOps team to manage territories more efficiently

1.3 Faster Go-to-Market Execution

"We were able 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."

— Will Hergenrader, Manager of Sales and Marketing Strategy, FullStory

"We unblocked 2025 planning: We made business decisions with confidence because we had visibility into the account universe."

— Jessica Watts, VP of Sales, Fundraise Up

Results demonstrated by customers:

• Elimination of "lost quarter" where Q1 underperforms
• Sales reps selling with correct accounts from day one
• Tighter feedback loops for territory and ideal customer profile performance

How BoogieBoard enables this:

• One-click territory design creates balanced territories in minutes
• Visual territory comparison allows immediate stakeholder review and approval
• Direct CRM integration pushes complete territory assignments instantly

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📈 Component 2: Revenue Performance Improvement

2.1 Higher Average Sales Prices

"We're seeing all channels deliver a stronger ASP because we're pointing them in the right direction."

— Jessica Watts, VP of Sales, Fundraise Up

"Just focusing on the right accounts is huge."

— Trevor Hussey, RevOps at Watershed

Results demonstrated by customers:

• Increased deal sizes through better account targeting
• More consistent pricing across territories
• Less time spent on poor-fit prospects

How BoogieBoard enables this:

• Multi-variable territory balancing based on customer fit metrics
• Strategic account distribution that aligns rep expertise with accounts
• Territory optimization that focuses reps on highest-potential accounts
• Territory design that matches quota size with book construction

2.2 More Effective BDR/SDR Performance

"Domain specialization led to sharper targeting and improved outreach."

— Jessica Watts, VP of Sales, Fundraise Up

"Streamlined handoffs: Aligned BDR and AE territories eliminated confusion and lead routing errors."

— Sam Miller, Head of Strategy and Operations, FullStory

Results demonstrated by customers:

• Higher conversion rates on outbound activities
• Clear pipeline generation accountability
• Smooth handoffs between BDRs and Account Executives

How BoogieBoard enables this:

• Perfect alignment between BDR and AE territories eliminates handoff confusion
• Clear account ownership definitions prevent duplicate outreach
• Domain specialization capabilities increase BDR expertise in specific sectors

2.3 Improved Forecasting Accuracy

"Eliminated hoarding: Reps stopped artificially holding opportunities open since they maintained ongoing account ownership."

— Jessica Watts, VP of Sales, Fundraise Up

"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?"

— Sam Miller, Head of Strategy and Operations, FullStory

Results demonstrated by customers:

• More accurate pipeline projections
• Better visibility into future revenue
• Elimination of opportunity "hoarding"

How BoogieBoard enables this:

• Balanced territory potential creates more predictable results per territory
• Clear territory definitions allow precise measurement of territory performance
• Clarity in account ownership process eliminates the need for opportunity hoarding

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🤝 Component 3: Cross-Functional Team Alignment

3.1 Marketing and Sales Coordination

"Territories have a downstream impact for everything we do in the planning cycle, whether that be goal setting or quota setting, getting comp plans out the door, finance knowing the headcount that we need."

— Sam Miller, Head of Strategy and Operations, FullStory

"Sales, marketing, and partnerships executed against the same territory strategy."

— Jessica Watts, VP of Sales, Fundraise Up

Results demonstrated by customers:

• Marketing: Targeted ABM campaigns to the right accounts
• Customer Success: Clear account ownership during transitions
• Solutions Engineers: Higher utilization rates
• Finance: Data-driven forecasting inputs and territory measurability
• Product: Measurable feedback from ideal customer profiles and segments

How BoogieBoard enables this:

• Single source of truth for territory definitions accessible to all departments
• Clear account ownership rules prevent cross-team confusion
• Exportable territory definitions for use in marketing and CS systems
• One-click territory design for all customer facing roles (Account Management, Solutions Engineering, Deal Desk)

3.2 Multi-Region and Complex Account Hierarchy Management

"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."

— Will Hergenrader, Manager of Sales and Marketing Strategy, FullStory

"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."

— Jessica Watts, VP of Sales, Fundraise Up

Results demonstrated by customers:

• Implemented sales motions to complex global account hierarchies
• Tailored territories by seller role type and seniority
• More precise territories for non-US sales teams

How BoogieBoard enables this:

• Automated hierarchy rules for global accounts and their subsidiaries
• Segment-specific territory design with different rules per segment
• Multi-role territory alignment across AE, SDR, and CS teams
• Simultaneous balancing across regions while maintaining global account relationships

👥 Component 4: Sales Team Trust and Retention

4.1 Transparency and Trust Building

"It was the first time that I could confidently visualize all of the different build options and their impact. When we rolled this out to the team, we showed them the build in BoogieBoard. They had never seen a build led with such transparency."

— Jessica Watts, VP of Sales, Fundraise Up

"I had multiple people come to me and thank me for the intentionality that went into designing territories."

— Will Hergenrader, Manager of Sales and Marketing Strategy, FullStory

Results demonstrated by customers:

• Elimination of sales vs. operations tension
• Reduced skepticism about territory fairness
• Sales leadership supporting the process instead of fighting it

How BoogieBoard enables this:

• Interactive territory visualization shows exactly how territories are balanced
• Side-by-side territory comparisons demonstrate equity across teams
• "What-if" scenario modeling shows why specific approaches were chosen
• Data-driven assignment process removes perception of subjective favoritism

4.2 Sales Rep Retention and Satisfaction

"In my experience, having a bad territory or an uneven territory can often be a major cause of rep attrition."

— Sam Miller, Head of Strategy and Operations, FullStory

"Eliminated perceived favoritism: Data-driven assignments removed concerns about subjective decisions."

— Jessica Watts, VP of Sales, Fundraise Up

Results demonstrated by customers:

• Reduced sales rep turnover
• Lower recruiting costs ($30,000-$100,000 per hire²)
• Preserved seller/customer relationships

How BoogieBoard enables this:

• Multi-metric territory balancing ensures fairness across all reps
• Transparent design process builds rep confidence in territory assignments
• Equitable opportunity distribution based on documented criteria

4.3 RevOps Team Effectiveness

"[Before BoogieBoard] we just had to say no to more things as a RevOps team, way more impactful, way more meaningful things both as a company, as a team, and also as a person."

— Trevor Hussey, RevOps at Watershed

"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."

— Sam Miller, Head of Strategy and Operations, FullStory

Results demonstrated by customers:

• Time reallocation to strategic projects
• Better knowledge transfer between team members
• Reduced burnout from manual territory work

How BoogieBoard enables this:

• One-click territory design eliminates weeks of manual spreadsheet work
• Built-in documentation of territory rules and rationale
• Complete territory history tracking simplifies handoffs between team members

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🔄 Component 5: Continuous Planning and Market Adaptability

5.1 Quarterly Territory Optimization

"One of the most immature ways to look at territory design is as something that happens once a year."

— Jessica Watts, VP of Sales, Fundraise Up

"BoogieBoard forced us to think more structurally and forward thinking in a way of how to design and maintain territories."

— Will Hergenrader, Manager of Sales and Marketing Strategy, FullStory

Results demonstrated by customers:

• Shift from annual to more continuous territory refinements
• Data-driven, automate territory refinement
• Continuous territory balance improvement

How BoogieBoard enables this:

• Implemented territory logic enables “self-driving” territories
• Connected data permits real-time, data-backed adjustments
• Beautiful visualization makes collaboration smooth
• Multi-dimensional data tracking shows performance against territory targets

5.2 Rapid Market Response

"When BoogieBoard came in, there was immediate simplicity in our approach that created acceleration."

— Jessica Watts, VP of Sales, Fundraise Up

"Quick territory adjustments: The team can quickly identify and correct territory imbalances when needed."

— Trevor Hussey, RevOps at Watershed

Results demonstrated by customers:

• Faster response to market changes
• Quick, competitive adaptation
• More responsive headcount & quota planning

How BoogieBoard enables this:

• Territory modifications without rebuilding from scratch
• Instant modeling of multiple market response options
• Seamless CRM updates without manual data manipulation
• Ability to incorporate new data points for targeting without redesign

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Part 2: Apply This to Your Organization

Questions to Ask Your Team About Territory Planning

Use these questions to facilitate meaningful discussions with your stakeholders. Check each box once you've discussed the question with your team to track your progress in evaluating your territory planning ROI potential.

⏱️ Time & Resource Investment

📈 Revenue Performance Indicators

🤝Cross-Functional Alignment

👥 Team Trust and Satisfaction

🔄 Planning Maturity

Pro Tip: Schedule a dedicated session with key stakeholders from RevOps, Sales Leadership, and Marketing to discuss these questions. These conversations often uncover hidden opportunities for improvement.

ROI Calculator Template

Your Inputs:

• Number of Territories/Books
• Internal Switching & Implementation Costs
• RevOps Annual territory planning time
• Fully-loaded RevOps hourly cost
• Sales leader review time
• Sales leader hourly cost
• Annual quota-carrying sales headcount
• Average quota per rep
• Expected attainment improvement from better territories
• Expected # of reps retained from better territories
• Cost to replace a sales rep

Year One ROI Calculation:

Benefit Category	Calculation
RevOps Time Savings	# of RevOps hours × $/hour × % reduction in hours
Sales Leader Time Savings	# of Sales Leader hours × $/hour × % reduction in hours
Recovered Lost Selling Days	# of lost selling days × $ of avg daily revenue x % reduction in lost selling days
Quota Attainment Improvement	# of quota-carrying sales reps × $ of avg quota × % improvement in quota
Reduced Sales Turnover	# of reps retained × $ of cost to retain rep * % attribution to improved territories
Total Annual Benefits

Projected BoogieBoard Investment:

• BoogieBoard annual subscription: $(from pricing page)
  • STARTER: $11,988/year (up to 15 territories)
  • PRO: $23,988/year (up to 25 territories)
  • MAX: $35,988/year (up to 100 territories)
• Internal Switching & Implementation Costs

The Complete ROI Picture

The ROI of advanced territory planning creates a cascading series of benefits:

1. Immediate time and resource savings
   • 2-4 weeks of spreadsheet work reduced to days or hours
   • Elimination of $120,000-$180,000 in dedicated headcount costs
   • Faster territory rollout and implementation
2. Revenue enhancements
   • Higher average sales prices (ASPs)
   • Improved BDR/SDR performance and pipeline generation
   • More accurate forecasting and pipeline visibility
3. Strategic business advantages
   • Enhanced cross-functional alignment across departments
   • Ability to scale complex territory structures across global organizations
   • Flexibility to adapt to changing market conditions
4. Human and cultural improvements
   • Increased sales team trust and satisfaction
   • Better sales rep retention and reduced turnover costs
   • Greater confidence in leadership decision-making
   • More strategic focus for RevOps professionals
5. Organizational maturity
   • Evolution from annual to continuous planning cycles
   • Enhanced business agility and market responsiveness
   • Optimal resource allocation and territory coverage

Use the discussion questions to assess your current territory planning process with your team. Run the ROI calculator to quantify your specific opportunity. The data and framework are designed to help you make an informed decision about whether to continue with your current approach or explore alternatives.

Questions? Reach out to kevin@boogieboard.ai.

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Benchmark References

¹ SiriusDecisions Worldwide GTM Operations Benchmark Study, 2022 Edition, p.37-42. Published by Forrester Research, Inc.

² DePaul University Sales Education Foundation Effectiveness Survey, 2021 Edition, p.14-18. Published by the DePaul University Center for Sales Leadership.