Sales Planning - Territory Carving

Workshop Exercise Guide

Dreamforce 2024
 Salesforce Sales Planning - Territory Carving Workshop

What’s this Salesforce Sales Planning -

Territory Carving workshop about?
A major step within building the perfect sales plan is designing optimal territories for sales
and service teams. Salesforce Sales Performance Management brings this to life inside your
CRM - Compare scenarios that help you close gaps in sales and service coverage, distribute
the workload fairly, and maintain balanced territories. You choose the best scenario to
establish your territory model!

Exercises
1. Creating a Sales Plan
2. Segmentation
3. Collaboration on Segments
4. Create a Territory Carve Dataset / Alignment
5. Assign Records to Territories by Logic
6. Layer in Metrics to Build out Territory Analysis in Legend
7. Add Geographic Boundaries
8. Optimize Territories by Annual Revenue
9. Assign Account Owners & Edit Assignments Manually
10. Add a New Territory
11. Plan Future Scenarios for Territories
12. Sharing and Collaboration
13. Publishing Overview
14. Quota Planning (Supplement)

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Pre-work

Logging In

1. Navigate to the Salesforce login page.

a. Open an internet browser (Chrome)
b. Enter ​login.salesforce.com ​into the browser’s address bar
c. Press ​Enter​
2. Log in with your Workshop username and password
a. Enter your username and password
b. Click ​Login
c. Note: Allow cookies in your browser if needed
i. If your browser currently blocks cookies, please allow them
ii. Chrome: Click the eye on the right side of the URL bar and allow

Getting Started
Note: The first time you use Sales Planning you will need to refresh the dataset and
set an OAuth user for both the territory carving and segmentation modules.

Refreshing Datasets (via Local Connection)

1. In the upper left of the screen click on the WAFFLE, search for and click SPM
Workshop under Apps

2. Click Connections

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3. Ensure SFDC_Local is selected and click the drop down menu next to Account
4. Select Run Data Sync

5. Select Run Incremental Sync. Running the account sync will automatically
refresh the SP Workshop Recipe which creates the dataset for use in Sales
Planning.

6. To check the progress, click Jobs Monitor from the menu on the left hand side of
the screen
7. Click the CRM Analytics drop down and select Data Pipeline

8. Click the refresh wheel to refresh job progress. The job is complete when Run
Status = Succeeded.

9. It is okay to move to the next step while the jobs finish running.

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Enabling OAUTH for Territory Carving

1. Click the Maps Settings tab in your navigation bar
2. Select OAuth on the left side of the menu. Then, click Authorize on the right hand
side of the screen.
a. A new browser tab will open. Click Allow.
b. The next screen will confirm that the authorization was successful. Close the
tab and return to the Maps Setting tab.

Enabling OAuth for Sales Planning

1. Click the Sales Planning tab in your navigation bar
2. Click the Open Setup button

3. Click Authorize in the External Authorization section

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a. A new browser tab will open to confirm if authorization was successful. Close
the tab and return to the Sales Planning tab.

b. You should see the Authorize button has now changed to Deauthorize and
your username should be listed below.

c. Click the Sales Planning tab again to refresh the page.

Exercise 1: Creating a Sales Plan

Review
1. Click Sales Plans
a. Let’s review the existing sales plans
b. Click Data Sources
c. Let’s review data sources feeding the plan
2. Review History
3. Click Create Plan
a. Sales Plan Name = FY25 Workshop Sales Plan
b. Fiscal Period = FY 2025 (Dec 2024 - Dec 2025)
c. Click Create
4. Click Link Data Source
a. Select SP Workshop Dataset (FY25)

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b. Confirm 8.8K account records added to plan

c. Note: the data source was previously created by pulling account records and
additional fields into the Data Pipelines dataset we synced. This allows
planners to use CRM and external data in the sales planning process.
5. Add Users
a. Click Add
b. Add Oliver Sutton to the planning team
6. Click Create Segments to launch Segmentation

Exercise 2: Segmentation

Update KPIs
1. Click Settings (gear icon) in the upper right hand corner of screen

2. Configure KPIs to display

a. KPI 1 = Employees
b. KPI 2 = Annual Revenue
c. KPI 3 = Open Opportunity Value

3. Click Save to update KPIs

a. Note: any field on the account record or joined via an external data source
may be displayed as a KPI and used in the planning process

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Segment by Country (Group/Record View)

The first step in segmentation is to determine the organization’s geographic regions
1. Click the Vertical Ellipses on All Org
2. Click View Records
a. Switching between Group View and Record View allows the user to preview
the records available for segmentation
3. With Burndown toggled on, click the Split Icon and Split by Field = Billing Country

4. Select USA, United States

5. Click Add New Segment
6. Segment Name = United States
7. Click Check Mark to Save

8. Select Canada

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9. Click Add New Segment

10. Segment Name = Canada
11. Click Check Mark to Save
12. Toggle Burndown Off and On again
a. Burndown = shows only the remaining records that have not been assigned to
a child segment. Turning the burndown off displays all the records in the
current segment whether or not they have been allocated to a child segment.
13. Exit out of the Record View by clicking X icon in the upper right corner
14. Accounts are now segmented by country

Review Rules
1. Click the Blue “1” under Rules on US Segment
2. View “Manage Rules” window
3. Hover over Billing Country
4. Segmentation creates a rule so that any account where “Billing Country” equals
“USA” or “United States” will be routed to the appropriate container.

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5. Exit out of Manage Rules by clicking the X icon in the upper right corner

Segment by Industry (Rule Creation)

Next we will build out a new, industry specific team.
1. Click the + icon next to the United States Segment.
2. Create a new Segment container;
a. Segment Name 1 = Healthcare
1. Click Add

2. Click the Blue “0” underneath Rules

3. Click + Add New Rule

4. Name = US-Healthcare Rule

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5. Click + Add Rule Criteria

a. Field = Industry
b. Operator = Equals
c. Value = Select “Healthcare & Life Sciences”
d. Click “Show Selected” to review the appropriate industry has been selected
e. Click Save

f. Confirm 464 records added to the Healthcare segment

Segment by Size (Splitting Functionality)

Now we will model segments determined by customer size using the splitting functionality.
6. Click the + icon next to United States
7. Click Split
a. Field = Segment
b. Click Add
c. Accounts are now segmented by their respective “size” as determined by the
segment field on the account.

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8. Review
a. Segmentation categories may be created by;
i. Splitting in the Group/Record View, like Billing Country
ii. Splitting by Rule Creation, like Industry
iii. Splitting by an existing Record Field, like Segment
iv. Note: For today’s workshop we will focus on building out the
Commercial team only.

Exercise 3: Collaboration (via Segment Details Page)

Launch Segment Details Page

1. Click “Commercial” to launch the Segment Details Page for the Commercial team.

2. Confirm 4.3K account records added to the Commercial segment.

Add Users
1. Hover over Planning Team and Click Add

2. Add Users = Elliot Executive

3. Keep check marks on to give Elliot access to Territory Planning and Quota Planning

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4. Click Add
5. Elliot now has access to any territory alignments or quota plans created for the
Commercial segment

Launch Territory Carving

1. Click “New Territory Plan” to create new territory alignments for the Commercial
segment

Exercise 4: Create a Territory Carve Dataset and Alignment

Launching Territory Planning from the Segment Details starts with refining the Dataset to be
used in territory carve.
1. A new screen will popup asking users to Create a Dataset from Segment. Choose
“Plan territories with live data.”

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2. Add a name to dataset “FY25 US-CMRCL Dataset” and click Next

3. Confirm that the Commercial segment records are selected and click Save
○ Note: To create territories based on reports or high volume accounts rather
than a Data Pipelines Dataset see here.

4. Add a name to alignment “FY25 US-CMRCL Working” and click Save

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5. A new “Set focus” screen will appear

6. Ensure “Include unassigned units” is selected and click Apply

7. You are now ready to model out teams in the Commercial segment

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Build out Alignment from the Guidance Center

1. In the Guidance Center click “Start” next to Add Attributes

2. Hit Add from segment

a. Add Segment, Region, Territory attributes (only) and click Save

b. Click Save on Setup menu

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3. Click Guidance Center and select Start next to Create Hierarchy

4. Click Import Model -

5. Import from “Dataset”

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a. Data Source = SP Workshop Dataset (FY25)

b. Area Levels = 3
c. SEGMENT, then REGION, then TERRITORY

6. Click Import, confirm hierarchy looks like the below screenshot and click Next

7. Save Model, confirm green notification that alignment was saved and you see all
the territories in the legend

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8. Your screen should look like the below screenshot:

Exercise 5: Assign Records to Territories by Logic

1. Go back to Guidance Center to click Assign Units and select Start next to “Assign
by Logic”

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2. Click Assign by Territory or Owner, then preview

a. Assign By = Area Name

b. Corresponding Unit Field = Territory - SP Workshop Dataset (FY25)

c. The Proposed Assignment list should populate to match the

Corresponding Unit Field
d. Click Save

3. View Preview Section of the Assign by Logic Model - see lower left panel.
4. Click Apply (Blue Checkmark) in Legend to execute changes

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a. Note: Your legend should look like this now as you’ve assigned all accounts
by logic

b. Note: Your legend should look like this now as you’ve assigned all accounts
by logic

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Exercise 6: Layer in Metrics to Build out Territory Analysis in Legend

Add Attributes to Legend

1. Click top right Gear Icon to open up legend options

2. Build out legend with revenue fields by clicking attributes on the left sidebar

3. Select “Add from Segment” under Attributes, selecting the following fields:
a. Billing country
b. Billing zip/postal code
c. Billing state/province
d. Billing Latitude
e. Billing Longitude
f. Open Opportunity Value
g. Annual Revenue

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4. Click Save

Create a Calculated Attribute

1. Click Calculated Attributes
2. Next to “Unit Calculated Attributes” select New

a. Attribute Name = Territory Score

b. Under Search Attributes select “Annual Revenue” and hit INSERT
c. Add (+) button to Unit Formula field
d. Search for and select “Open Opportunity Amount” and hit INSERT
e. Click “Add to Attribute Formula”
f. Click Save

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Configure Legend
1. Rename Fields like Units to Accounts
2. Click Save when done

3. Click three vertical dots next to “Territory Score” to change;

a. Data Format to % Focus
b. Summary Calculator to Standard deviation

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Analyze Existing Territories

1. Toggle territory summary between Units -> Annual Revenue

Exercise 7: Add Geographic Boundaries

1. Toggle to map view in territory summary (left panel)

2. Populate geographic fields

a. Postal Code =
b. Country = Billing Country
c. Latitude = Billing Latitude
d. Longitude = Billing Longitude
e. Click Next

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3. Select Carve with Boundaries

4. Select United States Postal Codes and click Done

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5. The map should look something like this:

6. Switch to US Postal Code View in Legend

7. Select all units (using checkbox)

8. In Select action bar click Assign by Logic and click Apply (Blue Checkmark)
a. Select Assign to Nearest Center’s Area and click Preview
b. Ensure all postal codes are selected with checkbox and click Apply (Blue
Checkmark) again
c. The Map should look something like the screenshot below - no more
yellow!

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9. Toggle between Map view and Table view to analyze existing account structure or
return to the Map view to understand geographic distribution of accounts

Exercise 8: Optimize Territories by Annual Revenue

1. Select Focus, uncheck regions and select only northeast region
a. Change focus -> Northeast Region
b. Hit Apply
c. Note: We have now isolated just the Northeast region so that we can make
changes to one regional team without disturbing account assignments in
the neighboring region

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2. Select Optimize button in top right corner

a. Balance Your Areas On = Annual Revenue
b. Uncheck “Apply drive-time network”
c. Set your optimization priority = Balance

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SIDEBAR - OPTIMIZATION ENGINE BASICS

Balance On: This dropdown allows you to choose any numeric attribute that you have in
your data set including calculated attributes and numeric external attributes. As part of the
optimization, Territory Planning will attempt to distribute the selected attribute as evenly as
possible among the territories in focus, while retaining geographically contiguous territory
boundaries.

Apply Drive-Time Network: This defines the method and includes local road networks,
estimated distances, and estimated drive times when optimizing alignments

● Check On: Takes drive time into consideration when optimizing a territory.
● Check Off: Takes drive time out of consideration and only focuses on the shortest
distance between two points (Example would be inside sales territory).

Limit areas by attribute: Clients can use this to limit areas by a value, for example, balance
areas on Annual Revenue, but do not allow each area to have more than 100 accounts. This
works by first optimizing the areas, then trimming them down to meet the limiting
attribute. This means that you cannot optimize and limit by the same attribute without
using calculated attributes.

● Settings: After selecting the checkbox you can configure the limit by functionality.
○ Limit By: The field you want to limit by (cannot be the same as balance on).
○ Maximum Value: The max value per area.
○ Leftover Unit Assignment: Clients can use this to specify what happens to
the trimmed units (either put them into a specific area or the unassigned
bucket).
● Attributes: The Venn Diagram on the right shows the three quality measures
considered during optimization:
○ Balance: Prioritizes equal distribution of the selected attribute across
territories in your focus.
○ Continuity: Attempts to minimize the amount of unit/container
reassignments across territories in your focus. Optimizations that prioritize
continuity will typically return solutions with less balanced territories.
○ Compactness: Attempts to minimize the relative distance between units and
containers within territories in your focus.

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3. After making your selections, click Next to see the optimization summary
4. After reviewing the summary, click the Blue checkmark next to Optimize to run the
optimization
5. Review Optimization Summary

Exercise 9: Assign Account Owners & Edit Assignments Manually

Reassign a Territory

1. Click on pencil icon next to the first territory in legend

2. On the screen, add Ely East as the Territory Owner

Create a Manual Assignment

1. Switch from Territory view to Account View in the legend. This shows each
individual account and their owner

2. Create a filter by Assignment field for CMRL-NE-6

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3. Check the box next to a single record

4. Drop Down - Select Lock Units

5. Hit Apply (Blue Checkmark)

Reassign Records, Geographies, or both Manually

There are five Manual Selection Tools available in the toolbar:

● Cursor Selection Tool: The cursor selection tool is represented by an Arrow.

Using this tool you can click on the map to select a container and its units.
● Radius Selection Tool: The radius selection tool is represented by a Circle. This
tool can be used to select containers and/or units within a certain radius. The

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radius is displayed in miles/kilometers dynamically in the bottom-right corner of

the map.
● Rectangle Selection Tool: The rectangle selection tool is represented by a
Rectangle. As the name suggests, this tool is used to draw rectangular shapes on
the map to select containers and/or units.
● Polygon Selection Tool: The polygon selection tool is represented by a Polygon.
It is used to draw custom polygons to make selections on the map. With the tool
selected, click once to start drawing the polygon, and each subsequent click will
add a vertex to the shape. Double-click to finish drawing the shape.
● Lasso Selection Tool: The polygon selection tool is represented by a Lasso. This
tool allows you to select containers and/or units by drawing free-form shapes on
the map.

The Gear icon below Lasso tool in the quick access menu lets you customize the Selection
Settings, or the default behavior of the selection tools. There are three different modes
available:

● All Mode: In this mode, the selection tools will select the container and units
within the container.
● Container Mode: In this mode, you can specify which unit types you want
selected or omitted when adding a container to your selection. If you select
only the containers, then while making reassignments only the containers will
be reassigned and the units within the container will retain their current
assignments.
● Unit Mode: In this mode, only units will be added to your selection, and not
the containers. If multiple unit types are defined, you can choose the desired
unit type(s) to include in selections.

Searching for Individual Records

● You can search for individual records by filtering or by selecting the search icon

Previewing Changes

1. Search for Castle by selecting the search icon

2. Check the box next to Castle in the legend.
a. Assign to Area = CMRCL-NE-8

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b. You should see a preview of the potential change/impact to the territory it’s
currently assigned to in the left bottom panel

c. Click Apply (Blue Checkmark)

Exercise 10: Add a New Territory

Add a New Territory - Manual

1. Click the + icon in the top right corner

a. Area Name = New Territory
b. Choose Territory Color
c. Owner = Ely East
d. Click Save

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Assign Records to New Territories Manually

1. Select the Lasso Tool from the left sidebar of manual carving tools
2. Trace around the state of Maine

3. Select Assign to Area, assigning to the area you just created

Exercise 11: Plan Future Scenarios for Territories

1. Click the down arrow on the Optimize button in the application menu and select
Plan Scenarios.
2. The Plan Scenarios model will display the average for each numeric attribute in your
legend. You can show additional attributes by clicking the Add Attribute button.
○ Note: Plan Scenarios will automatically convert the type of some fields based on
the field's label:
■ “Time” converts to Duration (hours)
■ “Revenue” converts to Currency ($)
■ “Diameter” converts to Distance (mi)
■ “Square Miles” converts to Distance (sq mi)
3. To add a new scenario, click the Add Scenario button. You can add up to three new
scenarios to compare.
4. Adjust the Number of Territories to 13 territories.
a. Note: You can choose one of your attributes from the dropdown if you prefer
to see the number of territories required to meet your attribute goal.

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5. Once your scenarios are defined, click Next Step.

6. The next window(s) will ask you to name the scenario-based alignment(s) and
allocate headcount.
a. Modify the default Alignment Name using the text field at the top.
b. Determine the Span of Control for the higher-level areas in your focus:
i. Equitable: Allocate territory count in an even distribution
ii. Manual: Allocate territory count manually
7. Repeat the process for each planned scenario.

8. Click Create New Alignment.

a. Note: The new scenario-based alignment(s) will create and optimize in the
background.

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Exercise 12: Sharing and Collaboration

Sharing

You can easily share a new or existing Territory Plan with others in the organization.

1. Click the sharing icon on the top right

2. In the add users bar, type Ely East or view the sharing permissions for Samantha
Mewis
3. Give one of them Commenter access & click save

Collaboration

You can use commenting alongside sharing to invite other users to leave feedback on
in-progress alignments. Leaving a comment on the map will start a thread that can be used
for a discussion. To leave a comment on the map:

1. Select the Add Comments icon (comments bubble) from the toolbar on the left.
2. Click on the location where you want the comment to appear, enter the desired text,
and @mention another user you would like to collaborate with.
a. Once a comment is placed on the map, it will be visible whenever the user
has the comments layer displayed or views the Comments tab.
b. Comments are only associated with the map and not specific territories, so
their visibility is not affected by Set Focus.
c. The Comments tab allows you to search for and reply directly to comments
from the tab in Territory Planning. You can also mark comments as resolved,
which changes their styling on the map and allows you to filter the comments
list to show only unresolved or resolved comments.

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History

You can easily review the entire history of a Territory Plan.

1. Click History tab on the right

2. Review index of historical context of that individual plan
3. If you need to save this as a view in time click Take Snapshot, and that will be
indexed

Exercise 13: Publishing Overview

1. From the map, click Publish.

2. Select Salesforce Maps, and click Next.

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3. Select the scope of what to publish.

FOR EXAMPLE, TO PUBLISH... SELECT...

The entire alignment when you create hierarchies for the first
Alignment
time or transition to a new planning model

Your current focus when you change one area and want to
Focus
publish those changes

4. Select the level to publish. Children of the selected level are published along with
the level. For example, your hierarchy is Region | District | Territory. When you
publish a district, you also publish its territories.
5. Select Territory.
6. Publish method: Publish as new Shape Layers
7. Create the folder where you want to publish the alignment as a shape layer- Click
New Folder, Type in your <First/Last Name> Folder. Each territory is created as its
own shape in Salesforce Maps.
8. Click Publish.

BUT WAIT THERE’S MORE

Adding Estimate Travel Time into Legend

1. Click Dropdown in the top right corner here:

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2. Select Estimate Travel Time

3. The tool will calculate and insert into the legend
a. Note: For more on calculated attributes, see here.

Determining Geographic Profile of Territory

1. Click the pencil icon of a territory
2. Click Optimization Settings
3. Decide if Contiguous (geographical) or Noncontiguous (non geographical) applies
a. Contiguous = Reps are geographically bound
b. Noncontiguous = Reps are not geographically bound (think Named Accounts,
Enterprise reps, etc)

What’s Next?
Connect with your Sales Performance Management Account Executive to learn more!

Supplemental Exercises
Continue to set up and use Quota Planning functionality

Exercise 14: Quota Planning

Return to Segment Details Page

1. If you have the Segment Details page open, return to that tab now and continue to
“Stamp Territories,” otherwise follow the below steps to return to the Segment
Details page.

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2. Click the back button in the upper left hand corner of the screen to exit out of the
working alignment

3. Click the Sales Planning tab

4. Select the sale plan you are currently working on
5. Click Edit Segments to open the Segmentation Builder
6. Select the Commercial segment, click to launch the Segment Details page for the
Commercial Segment

Stamp Territories
1. On the Segment Details page, navigate to your Territory Plans
2. Next to the Alignment for which you want to create a quota plan, click the drop
down arrow and select “Stamp.”

3. Stamping the territory will prevent live data changes from pushing to the alignment
you’ve finalized. This allows you to lock the alignment and prevent any future
changes after finalizing a territory plan.
4. Select the attributes you want stamped on the territory plan. This will ensure the
attributes do not update with changes to the dataset and make the data available
for use in Quota Planning. Note: you can unstamp the territory at any time if you
need to make updates to the data
5. Search for an add Units, Einstein Account Score, Annual Revenue and Open
Opportunity Value to the Add Attributes screen.

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6. Click Stamp to save your work

Create a new Quota Plan

1. Under Quota Plans click New
2. A new window will open
3. Click Start under “Territory Data” to create a new quota plan using the territory
alignment you just created

4. A new quota plan will be created, importing the hierarchy you created in Sales
Planning and bringing in any of the data you added after stamping territories.

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5. You’ll notice any users assigned in the territory planning alignment will carry over,
and any territories who do not have an owner will be listed as “TBH” for “To Be
Hired.” This allows you to plan territories and quota around open roles.

Set up Quota Plan with Targets

1. Click the gear icon next to Columns to manage what columns are showing in the
quota plan and add new columns
2. Use the carrot to hide any columns you do not want displayed

3. Create a new metric by clicking New

a. Label = Target

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b. Type = Numeric
4. Click Save
a. Note: this column is meant to mimic the financial plan target inherited from
finance
5. Click the “0” under Target to add a financial plan target, such as $200,000,000. Click
the Return Key on your keyboard to save.

6. Click the “Magic Wand” icon next Commercial to allocate the financial plan target
top-down to each region and territory.

7. A new screen will appear where you can allocate the financial target
8. Select;
a. Column = Target
b. Amount = click Remaining
c. Allocate to = All Descendants
d. Distribution = Proportional to another column
e. Select “Open Opportunity Value”
f. Click Save

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9. Note: The financial plan target is now allocated to all sellers in the Commercial
segment, allowing you to more easily visualize an appropriate quota for the seller
based on the customer’s annual sales (or any other metric selected).

Create and Allocate Quotas

1. Click the gear icon next to Columns and click New

a. Label = Quota
b. Type = Quota
c. Include Target Column toggle On
d. Target Type = Formula
e. Target Label = Baseline
f. Target Formula Expression = [Target]*1.15
2. Click Save

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3. Note: This exercise creates two columns, a baseline formula that allows me to build a
15% buffer on my financial plan target so that I can over allocate quota in order to
hit my company’s goals should not every seller hit 100% of their quota. This buffer
can be applied at the Segment, Region or Territory level to incorporate attainment
metrics into the quota calculation.
4. Click the “Magic Wand” icon next Commercial segment to convert the baseline
target to quota and allocate to regions and sellers in the Commercial segment.
5. Confirm the following are selected;
a. Column = Quota
b. Amount = $230,000,000
c. Allocate to: All descendants
d. Distribution = Proportional to another column
e. Select Quota (Target)

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6. Click Save

Finalize Quota for CMRCL-Northeast

1. Click on CMRCL-Northeast to isolate one team and finalize quota in a bottom-up

exercise
2. Manually adjust each territory quota, starting with Ely East to see how the bottom-up
changes roll up to the CMRCL-Northeast Region.

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3. Each territory can have the same quota or an individual quota depending on your
company’s policies.
4. Click Commercial to return to the Segment and see how the changes impact the
overall Segment number.

5. Return to the Segment Details page to see your quota plan saved.

6. Thank you for your time and participation!

Questions?
Connect with your Sales Performance Management Account Executive.

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