Iterable Case Study: Equitable Territory Planning with Fullcast

Fullcast helped Iterable build better territories that drive more sales, as well as automate GTM activities for RevOps efficiency.

The Company

Iterable is a cross-channel marketing platform that powers unified customer experiences and empowers you to create, optimize and measure every interaction across the entire customer journey.

David Zwerin

Sr. Sales Operations Director at Iterable

“If you’re growing and scaling a field-facing organization and you’re running revenue operations, you’ll benefit from having a team like Fullcast that really understands the intricacies of the go to market motion to support your operations team and process.”

The Challenge

Iterable’s sales reps were allowed a certain number of accounts based on geographical data (which were assigned within Google spreadsheets), but there was no way to ensure equitable territory assignment.

This led to an environment in which sales managers within the same geographical area would fight for the best accounts.

Since most of the work was being conducted manually through spreadsheets, there was no way to ensure that the data that informed territory assignments was clean or accurate. This made it even more difficult to create a workflow in which leads could be assigned fairly with minimal human intervention needed.

In addition, Iterable was working toward a goal of doubling the size of their organization within the next year. They needed to find a way to streamline territory assignment and clean up data in a way that would allow them to meet their growth goals.

The Strategy

Fullcast solved Iterable’s challenges by providing:

Visual Territory Planning

“I was looking for something to visually show me how we can create an equitable distribution of territories randomly, but also strategically,” says David Zwerin, Iterable’s senior director of sales operations. Fullcast’s visual territory segmentation tool enabled the Iterable team to assign territories in an equitable and transparent way, resulting in an environment where all sales reps would have equal opportunities for success.

Automated Territory Assignment

Without a way to automate the assignment of territories to sales reps, Iterable’s sales operations team would have to spend resources manually assigning accounts and performing the resulting necessary spreadsheet updates. Fullcast allowed Iterable to free up resources by automating the assignment of territories based on a predetermined set of rules set by the sales operations team. This allowed the team to focus their attention on driving growth instead of performing tedious tasks.

The time invested in account changes and updates was a significant portion of the ops job,” says Zwerin. “With Fullcast support and nightly sync, we got essential time back and a huge savings from an operational burden.”

Data Cleansing

Fullcast also closed gaps between the Ops and Sales teams by enabling efficient collaboration. Iterable started their planning process in Fullcast with the sales operations and strategy team, carving territories according to their new segmentation criteria. After this phase was completed, they passed the first version of the plan to the Sales managers. Clay points to the importance of getting this bottoms-up feedback as part of a territory planning exercise. “If you didn’t include the managers, you would have territories that are just the algorithmic version with no input. And I believe those would be inferior in quality and thoughtfulness to territories that include manager input, especially for us given our focus on large enterprises where the numbers may not tell you everything about an account.” Their managers were able to easily view the new territories in Fullcast, see the balance on metrics, and add their input based on intelligence from field reps. This saved their team significant time and also made the sales reps and managers more receptive to the new segmentation model.

Faster Go-to-Market

Thanks to Fullcast, Iterable was able to drastically cut the time it took to develop and launch a territory plan down to a 60 day rollout. According to Zwerin, “Our leadership team said, ‘This is the most amazing rollout of territories the organization has ever had.’”