2024 Territory Design and Refinement Benchmarking Study

The healthcare landscape has changed. To remain competitive, life sciences organizations must deploy sophisticated go-to-market models where talent structures are aligned to engage new stakeholders across multiple channels, regions, specialties, and organization sizes. Sales territory alignment sits at the core of this strategy and impacts all areas of sales operations. All processes, from sales force design and deployment to compensation and financial reporting, depend on the optimized alignment of territories.

Effective territory alignment ensures equitable allocation of sales opportunities, focusing on high-potential targets and increasing responsiveness to emerging trends while balancing sales force workload. This approach is crucial for ensuring commercial agility, customer centricity, and flexibility, which are essential in today’s dynamic environment to drive sales and stay competitive. Further, sales territory re-alignments must be done regularly because customers, products, trends, and sales representatives go through periods of adjustment and growth.

Well-optimized sales territories significantly improve the probability of meeting quotas, closing deals, boosting morale, and elevating overall performance. Achieving perfect alignment involves considering sales goals, consistently collecting sales data, and regularly reviewing territories.

Axtria’s 2024 Territory Design and Refinement Benchmarking Study across 33 life sciences organizations covers:

• Insights into how organizations approach territory design and refinement operations
• Benchmarks based on territory design, geographic considerations, changes, and operational cycles
• Benchmarks by therapeutic area (TA) and product life cycle
• Long-term trends in alignment processes

The study findings empower sales operations leaders to make informed decisions on territory design and refinement strategies.