Growth Mapping
Growth Mapping models are designed to ensure that you have the right skillset and coverage to drive the right type of revenue across renewals, up-sells, cross-sells and new customer acquisitions whether they are large or small.- The coverage model determines rules of engagement across your sales and marketing teams, and the segments and customers that they are responsible for from an organizational level.
- Territories are then assigned with targeted customers and prospects across the organization to match the customer’s journey from marketing to sales to support roles and customer success. This is to ensure that your team’s skillset and customers journey are holistically aligned, and resources are balanced to maximize coverage and market penetration.
Growth Mapping models are designed to ensure that you have the right skillset and coverage to drive the right type of revenue across renewals, up-sells, cross-sells and new customer acquisitions whether they are large or small.Charting the Path to Sustainable Growth
Growth mapping is the key to unlocking and prioritizing opportunities that propel businesses forward.
In this example, a $150M SaaS enterprise sales team, organized into nine pods, leveraged a precision-built ICP model to focus on a $770M Serviceable Obtainable Market (SOM).
This market was refined to include Grade A and Grade B prospects, each with a high propensity to purchase due to regulatory requirements and an impending need to replace legacy solutions.
The analysis revealed a $517M Grade A market, with each customer averaging $374k annually, and a $256M Grade B market, averaging $121k per annum. This tailored approach ensured the team was aligned to maximize revenue potential within their highest-value opportunities.
Growth Mapping Overview
| wdt_ID | wdt_created_by | wdt_created_at | wdt_last_edited_by | wdt_last_edited_at | Territory | ICP Grade A | ICP Grade B | Total |
|---|---|---|---|---|---|---|---|---|
| 1 | adriamus | December 2024 03:22 AM | adriamus | December 2024 03:22 AM | Region 1 | 168 | 236 | 404 |
| 2 | adriamus | December 2024 03:22 AM | adriamus | December 2024 03:22 AM | Region 2 | 178 | 143 | 321 |
| 3 | adriamus | December 2024 03:22 AM | adriamus | December 2024 03:22 AM | Region 3 | 128 | 127 | 255 |
| 4 | adriamus | December 2024 03:22 AM | adriamus | December 2024 03:22 AM | Region 4 | 189 | 231 | 420 |
| 5 | adriamus | December 2024 03:22 AM | adriamus | December 2024 03:22 AM | Region 5 | 285 | 234 | 519 |
| 6 | adriamus | December 2024 03:22 AM | adriamus | December 2024 03:22 AM | Region 6 | 170 | 163 | 333 |
| 7 | adriamus | December 2024 03:22 AM | adriamus | December 2024 03:22 AM | Region 7 | 55 | 253 | 308 |
| 8 | adriamus | December 2024 03:22 AM | adriamus | December 2024 03:22 AM | Region 8 | 178 | 257 | 435 |
| 9 | adriamus | December 2024 03:22 AM | adriamus | December 2024 03:22 AM | Region 9 | 33 | 461 | 494 |
| 10 | adriamus | December 2024 03:22 AM | adriamus | December 2024 03:22 AM | Total Number of Prospects | 1,384 | 2,105 | 3,489 |
| Territory | ICP Grade A | ICP Grade B | Total |
Optimizing Regional Alignment for Seamless Execution
After identifying the SOM and isolating Grade A and B targets, the next step was to align them with nine regional pods. Each pod was composed of a Senior Enterprise Sales Team Member, a Mid-Market Sales Representative, a Sales Engineer, and two shared resources to ensure flexibility.
The client’s unique requirements for on-site visits and detailed infrastructure scoping added complexity to the design. To address this, a geo-spatial analysis and time study were conducted to balance workloads across regions effectively.
The optimized structure provided coverage for 92% of the U.S. GDP, with pods strategically centered in principal urban areas or near hub airports to reduce travel time and costs. Coordinated campaigns were deployed around these hubs to amplify support for events and field marketing efforts, driving efficiency and impact across the client’s regional footprint.
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