Territory Balance (EVEN Framework)

Territories split by alphabet, zip code, or headcount look fair on a slide but drift out of balance within weeks. Territory Balance scores every account for near-term potential, then assigns accounts so each rep carries a comparable share of opportunity and a workload they can actually cover.

Core Principle

Balance opportunity and effort, not account count. Ten enterprise logos and ten small businesses are not the same book.

The EVEN Framework

Letter	Step	The Question
E	Estimate	What is each account worth in the next 12 months? (whitespace × propensity)
V	Visit load	How many touches does each account need at its tier?
E	Equalize	Which assignment keeps every rep within ±10% of the mean potential and capacity?
N	Nudge	Which exceptions (existing relationships, language, time zone) justify breaking balance?

Account potential = whitespace ($) × propensity (0-1), where propensity blends fit, intent, and engagement.

Rep load = Σ(touches per account per month) ÷ rep capacity (touches per month). Target 0.75-0.9.

Process

1. Score accounts - compute potential; tier into A (top 20% of potential), B (next 30%), C (rest)
2. Set touch norms - e.g. A = 8/month, B = 3/month, C = 1/month (pooled or digital-led)
3. Assign greedily - hand out accounts in descending potential to the rep with the lowest current potential who still has capacity
4. Apply exceptions - keep existing relationships where the account is mid-cycle; log every exception
5. Check balance - report each rep's potential share and load; iterate until all fall in band
6. Publish - territory list, balance table, and exception log

Output

Save to outputs/territory-balance-[period]-[YYYY-MM-DD].md

Artifact	Description
Assignment table	Account, tier, potential, owner
Balance table	Rep, total potential, share vs mean, load
Exception log	Every manual override with its reason

Tips

1. Publish the math - reps accept territories they can audit
2. Cap exceptions - more than 10% of accounts overridden means the model is wrong
3. Revisit mid-year - propensity drifts; rebalance C-tier freely, A-tier rarely

Pairs With

• abm-playbook - A-tier accounts become ABM target lists
• signal-radar - intent signals feed propensity
• revenue-forecasting - consumes territory potential as a capacity input