Sales Territory Mapping Software Buyers Guide for 2023
Is your organization looking for sales territory mapping software
and wondering which brand is the best? Are you tired of being
deceived by “top 10” product reviews that don’t use real customer
testimonials? If so, and you need help deciding which brand to buy
(and which to avoid), keep reading. Below is the most comprehensive
overview of the tools available, including rankings
based on user reviews as well as my own market assessment of
25 territory applications.
Territory realignments face typical software project issues. 20%
of such projects fail and over 52% face major challenges. Only 22%
are successful.1 But you can limit issues by picking the right
When you make the right choice the benefits of territory mapping
are clear and have the potential to hugely improve your sales
- Increased revenue: Organizations that invest in territory
management technology see a 7% yearly increase in sales
purely through territory redesign, as well as
14% higher sales objective achievement than the average
business. (Source: Xactly)
- Reduced turnover: Sales reps who are assigned to territories
that are well-aligned with their skills and experience are more
likely to stay with their company. A study by the Aberdeen Group
found that companies with a well-defined territory management
process had a 30% lower sales turnover rate
than those without. (Source: Aberdeen Group)
- Lower cost of sales: When sales reps can focus their efforts
on the most profitable accounts, it can lead to a lower cost of
sales. A study by the Gartner Group found that companies with a
well-defined territory management process had a 15%
lower cost of sales than those without. (Source:
- Improved efficiencies: Sales territory alignment mapping can
help to improve the efficiency of your sales team by ensuring
that they are spending their time in the most productive way
possible. A study by the McKinsey Group found that companies
with a well-defined territory management process were able to
increase their sales productivity by 10%.
(Source: McKinsey Group)
- Greater intelligence: Sales territory alignment mapping can
help you to gain a better understanding of your customers and
your market. This information can be used to develop
more effective sales strategies and to target your
marketing efforts more precisely. (Source: Xactly)
In this guide, I reveal the most highly rated territory alignment
applications. I also share what features users and researchers rate
highest, so you know which apps to avoid. I use independent 3rd
party review sites to allow you to pick the right product.
How I Found the Best Performing Territory Mapping Applications
To determine the most recommended territory applications, I
analyzed data from consumers to get a true perspective.
Wherever possible, I used validated users of the
GIS (geographic Information System) brands mentioned in this
guide. Nothing speaks to this topic more clearly than people who own
these brands and use them regularly.
I’ve taken time to analyze
hundreds of reviews from sites like G2 and Capterra to provide a
balanced view of what business users think. I link directly to these
websites to allow you to compare the products yourself.
What Sales Territory Mapping Software Users Say
Territory mapping applications are a type of
GIS (Geographical Information Software). Most reviews are for
GIS and are not specific to territory mapping. This reduces the
number of reviews available in this sub-category.
I identified two sites specifically covering this topic:
SoftwareAdvice. They both allow sorting by average rating. The
only brand featuring in the top 5 of both lists is
Maptitude. Maptitude is ranked in first place on SourceForge.
Only one other product, RealZips, was reviewed and had a single
What Mapping Software Users Say
More mapping software reviews are available when not limited to
G2 are popular review sites. When sorting by highest rated,
Maptitude is again in the top 5. Top-rated products appearing on
multiple sites included:
G2 allows you to
compare products side-by-side. I looked at the products for the
top-ranking vendors. You can see that the ratings are quite close
for the four offerings. However, Maptitude consistently has the
highest scores for “Features.”
These competitors mention territory
tools on their websites: Esri/ArcGIS/ArcMaps, Carto, and Maptitude.
The next highest G2 ranked products that have territory
MapInfo Pro and
SoftwareReviews takes a deep dive into how users feel
about mapping brands. Each year they publish their
Geographic Information Systems Emotional Footprint Awards.
Hexagon GeoMedia and Maptitude received multiple best GIS
(Geographic Information System) awards.
GeoMedia does not appear to have territory functionality. The
reviews available did not mention territories. Also, searching on
‘hexagon geomedia "sales territories"’ returned no relevant results.
Maptitude was classified as a “Champion” according to the
comprehensive online survey. SoftwareReviews' Net Emotional
Footprint measures high-level user sentiment. It aggregates
emotional ratings from 26 questions, creating an indicator of the
overall user feeling toward a product. Maptitude received a Net
Emotional Footprint of +80 and exceeded user expectations in being
trustworthy. In general, GIS users were most satisfied with vendors
providing remarkable service experiences.
Maptitude was also a 2022
SoftwareReviews Gold Medal Award winner, being recognized as an
outstanding vendor in the technology marketplace as evaluated by
users. Gold Medals are the capstone of an in-depth software
evaluation report, and awarded using a proprietary, transparent
methodology. This composite satisfaction score averages four
different areas of evaluation: Net Emotional Footprint, Vendor
Capabilities, Product Features, and Likeliness to Recommend.
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Capterra buying guide makes one mention of territories. They
note that “an enterprise or premium product that is priced
higher may include additional features such as advanced
market analysis tools, sales territory hierarchy,
and advanced map sharing.”
You must check the software price for hierarchies if you want to
map districts and sales regions.
The Sales Management Association (SMA)2 conducted a survey on
sales territory design. Based on the answers, it is advisable that the
chosen application provide:
Automated territory balancing to avoid manual territory creation errors
- Several balancing measures to ensure equitable territory design
- Balancing on territory size to prevent too large or too small territories
- Rebalancing of territories based on new data
- Import of data by territory
- Import of existing spreadsheet territory data
- Learning materials, human support teams, videos, webinars, and tutorials to ensure effective use
- Technology for the visualization of sales data and for travel/route optimization
- The different levels of geography used by the organization (e.g.,
postal/ZIP Codes, Census Tracts, Counties, States/Provinces)
- An easy-to-use interface so that periodic territory planning does not require retraining of staff
According to research3, mapping software failure has
The mapping brand chosen can help avoid these pitfalls.
1. The Ability Factor
The application should minimize the learning of new skills. You
should ask, does the territory tool:
Managing external data sources can cause project failure. At a
minimum, diverse data tables should easily open. Ideally, most of
the data required should be provided as part of the purchase.
2. The Effort Factor
The application should not be hard to use. You should ask, does the territory tool make it easy to:
- Be accessed by your analysts?
- Share results?
- Onboard new analysts?
Problems accessing and using software can cause project failure. At a minimum the chosen
territory design platform should allow
online sharing. Ideally, most of the features required should be
wizard driven to simplify the process.
3. The Support Factor
The application should not require unique IT support. Training
should be minimal. You should ask, does the territory
- Require new IT support?
- Have many non-standard elements?
- Require specialized hardware?
- Require training and are courses available/free?
Unusual technology requirements can cause project failure. At a
minimum a Windows style interface should be provided. Ideally,
single document management should be supported: GIS systems are
notorious for complex file management issues4. Also, Cloud access
to maps would allow operating system independence.
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Territory Tools Must Haves
The range of features available in a districting app can be
daunting and makes it hard to assess what is truly important. Here
are some of the major items you need to have on your checklist.
A Setup Wizard
To get started quickly there should be a
Setup Wizard for importing region, county, or postal data
directly into a new territory layer. The typical steps supported
should be to:
- Choose the territory fields in an input table (e.g., territories, districts, regions)
- Choose the area field in an input table, such as postal zones
- Seamlessly merge areas based on the territory codes
- Automatically compute the attributes of the new areas
- Create overlaps in as many places as required
- Effectively visualize coincident territories
- Display the map
Sales area mapping software allows you to create overlapping territories. You can then visualize them with an "edge-based" color theme.
A Territory Manager
Territory Manager helps you modify your alignments without
having to learn a whole new interface. There should be a
dedicated toolbar that allows you to:
- Balance your territories by any variable (e.g., population, number of customers, or sales volume).
- Use point-and-click and lasso tools to move features from one territory to another.
- For each territory, view demographic totals (such as high-income earning households by Postal/ZIP Code).
- For each territory, view a count of the number of combined zones and assigned reps.
- Manage territory overlap and hierarchies.
Sales territory mapping by ZIP Code. Grouping ZIP Code territories balanced by sales, customers, population, or other values. Maptitude territory optimization software.
Automated Territory Creation Using Areas
Automatic territory creation tools simplify the territory
building process by reducing the initial hands-on effort required.
Territories can be balanced to have equal numbers of customers,
sales, population, etc. Methods include:
Partitioning that organizes postal zones, counties, or other
regions into territories. This method uses proximity or
similarity to produce contiguous, compact, and balanced
territories. Partitioning supports service territory alignment,
sales and marketing, redistricting, and many other applications.
Clustering that organizes customers, facilities, or areas
into groups. These groups are compact and can be serviced
efficiently. Territories can be restricted to a certain size
(e.g., the maximum population or customer count). Clustering is
flexible and solves many problems such as sales force
Territory mapping software should be able to automatically create balanced territories from groups of features
Territory planning software should automatically cluster and organize features into compact groups
“We use Maptitude extensively for
running complex Territory Alignment scenarios.
The depth of the product, its total utility and
functionality is immense. Import-Export capability with
Excel is seamless. It is easy to work with and Maptitude
support is second to none. My complements to the
Maptitude team: They have created a solid product and it
is one of the best software investments we have made as
Esat Angun |
Director - Sales Operations, Octapharma, USA
Automated Territory Creation Using Streets
automized street-based territory tool provides advanced zone
creation capabilities. Rather than abstract areas, the actual
roads travelled are used to create alignments.
Territories can be created around locations using the:
- time it takes to travel along roads
- distance travelled
- facility weight (e.g., facility size, number of clients, or revenue)
Sales representatives can then visualize market assignments,
market coverage, and lists of locations, all based on travels
Territory management software includes a territory mapping tool for creating street-based territories. The map shows the shortest travel time zones to various hospitals.
“A wonderful territory mapping program and then some!
Ease of moving territories, obtaining census data and
plotting territories to that data. Beautiful interface
and several ways to customize the product and exports.
The ability to pull in my older MapPoint files and data
was a huge plus! Great video tutorials that help you get
started as well.”
| ||Aaron Wesson|
Spartan College of Aeronautics & Technology
National or International Territory Creation
Territories may cover multiple countries or even the entire
world. If so, the product needs to be able to
create international territory maps. Supported features must
include the ability to select/lasso entire countries or
sub-national geographies such as provinces or postal boundaries.
Create territories from any level of geography within a country
Create territories from countries on a global scale
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Territory Tools To Avoid
These tools can actually be perfectly reasonable for many
applications. They are included in this section simply because
they have characteristics that may hamper territory management
over time. This may be especially true in comparison to methods
that use geographic boundaries that neatly cover the whole
country, such as counties or postal boundaries.
Circular rings (buffers) and drive-time
zones can be used to define sales territories. Such “rings” can
be hard to manage when they overlap because it causes problems
for managing reps and customers. Also, because they are not based on
postal/ZIP Codes, it can be difficult to explain the territories to
others. Circular rings are great analytical tools but are less
useful for managing territories.
Another problematic territory method is
influence (Thiessen Polygons or a Voronoi Diagram). These
are based on straight-line or “as the crow flies” distance. They
automatically determine the closest area to each facility, but
ignore barriers such as buildings and natural features. They
create simple service areas that can show under or over-served
locations, but they do not consider the locations that can
actually be reached when driving or walking.
A third method is
manual editing. These tools allow the user to create, add,
move, or split areas by drawing boundary lines. It is also
possible to add and edit areas by copy-pasting lines from
features such as roads, railroads, or rivers. This method allows
the most customization and flexibility. However, as with rings,
they may be hard to share with others. They can also be time
consuming to create and manage. Some franchise businesses use
metes and bounds reports to describe the outer boundary of
Circular rings showing areas 2.5 and 5 miles around store locations
Straight-line distance territory
mapping tool identifies areas that are under or over-served with
Example: Franchise Territories
Providing fair and balanced "protected" territories is
important. This is especially true in the
franchise industry. Franchises must:
- Maximize market potential while avoiding cannibalizing
the sales of an existing location
- Establish boundaries clearly to legally adhere to a
sales or franchise agreement
Territory mapping software must track and balance unlimited
territory characteristics. This supports establishing,
justifying, and defending profitable territories.
How CKE Grew Their Business with Maptitude
CKE relies on Maptitude to simplify territory
identification and allocation. This improves
franchisee satisfaction by providing insightful
“Maptitude just works!
We now build our franchise territories with ease. Our organization has benefited from our ability to strategically plan out prospective territories, gauge market penetration of our active franchise territories, and begin to identify what our top performing territories have in common.”
Example: Sales Territory Mapping Software
software provides tools for creating territories for business
mapping. Maptitude empowers sales teams with robust territory
management software. Maptitude is a professional territory map
creator. Extensive geographic
and demographic data is included. This allows you to start
creating territories immediately. Many other mapping and GIS
software packages require you to buy data separately.
The Maptitude sales territory mapping tools provide easier
ways to create new territory plans. This is important because effective
territories mean higher sales. Maptitude achieves this by
automatically creating fair and equitable territories for your
Maptitude is a versatile territory planning solution. The
software provides the sales tools and software tools that sales
Maptitude is the perfect alternative to:
able to do things with Maptitude that we had not dreamed of doing before (using MapPoint and Territory Mapper). There are so many possibilities, that you can
easily create a mapping solution that perfectly meets the need of your business model.”
Great Direct Concepts
Sales territory mapping Excel/sales territory mapping Google Maps
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Territory Mapping Software FAQ
What are sales territories?
Sales territories or
market areas can consist of groups of postal
zones, counties, or other regions that a
business uses to manage a larger overall market.
Businesses use sales territories to manage sales
representatives. Fair and balanced sales territories
help maximize revenue by providing equal sales
opportunities to salespeople.
Sales territory map software can map territories from smaller areas, such as states and provinces, with your data attached.
What is sales territory mapping software?
Sales territory mapping
software is an application for visualizing,
balancing, and analyzing sales territories using
maps. Sales territory management can be complex, and
the visual nature of maps simplifies the process.
Sales territory mapping software allows you to share
your territory alignments and to create graphics
such as heat maps of revenue by salesperson.
use sales territory map software to create
territories based on:
- a table or Excel spreadsheet of data
- the features in a map on which you interactively choose by clicking (e.g., postal areas)
- a custom boundary line that you manually draw using map editing tools
It is also possible to create
overlapping territories or territories based on
streets. Your territories can be saved in many
formats (e.g., Shapefile, Oracle Spatial, or SQL
What are the benefits of sales territory mapping software?
The benefits of sales territory mapping software are being able to:
- Manage your sales territories based on geography, demographics, revenue, or customer distribution
- Group areas to create your own customer trade areas and territory assignments
- Create overlapping territories
- Build territories based on drive time, drive distance, or straight-line distances
- Use intuitive territory design tools to create custom territory maps
- Improve sales management using territories based on the latest data
- Access many file types including Microsoft Excel and Google Map formats (KML, KMZ)
Top 10 statistics on why you should align your territories:
- Report an increase in sales of up to 16% (Source: Salesforce)
- Have an average of 11% higher customer retention rates (Source: Route4Me)
- Reduce administrative costs by up to 25% (Source: HubSpot)
- Improve customer service by up to 36% (Source: Marketo)
- See a reduction in travel costs of up to 28% (Source: Microsoft Dynamics)
- Reduce cycle time by up to 21% (Source: SAP)
- Reduce salesperson idle time by up to 20% (Source: Oracle)
- Increase sales team productivity by up to 14% (Source: Salesforce)
- Reduce customer onboarding time by up to 29% (Source: Gartner)
- Reduce fuel costs by up to 23% (Source: IBM)
“Companies we have worked with have estimated that poor alignment costs them between
2%-7% of sales.
For many companies millions of dollars are being forfeited each year due to territory inequities.”
“Sales Territory Alignment:
An Overlooked Productivity Tool”
Northwestern University Kellogg School of Management
What is sales territory planning?
Sales territory planning is
the process of defining, mapping, and assigning
regions to salespeople to efficiently cover all
sales prospects within a company's or organization's
market. Equitably balancing opportunities between
reps helps manage the logistics of serving
territories, as well as providing a way to assess
high performers and to analyze sales commissions. A
territory map is one of the most essential
components of a sales strategy and is the basis for
What are territory mapping tools?
Territory mapping tools define the area
boundaries used to manage a salesforce. Examples of
territory mapping tools include:
- Manual tools for interactively editing territory areas on a map
- Point-and-click tools for choosing areas such as postal and ZIP Codes on a map
- Automated tools where sales, customers, opportunities, or other sales data are automatically balanced between locations
What are manual territory mapping tools?
Manual territory mapping tools are often time
intensive map-based methods for drawing sales areas.
A planner or analyst can draw, trace, or pick lines
on a map. Typically, existing areas such as postal
or ZIP Codes are not used. Often, streets, natural
features such as rivers, and other landmarks are
used to define the territories.
What are point-and-click territory mapping tools?
Point-and-click territory mapping tools allow
areas such as postal or ZIP Codes to be added to a
sales territory by clicking on a map. Examples
include being able to:
- Click on areas
- Drag a rectangle or circle around areas
- Click a line that intersects with areas
- Lasso areas
The rules for territory assignments can be defined, such as whether:
- to let districts overlap
- to allow the choosing of unassigned or empty areas
- to allow the reassignment of areas
What are automated territory mapping tools?
Automated territory mapping tools build balanced
territories using mathematical models. Existing
territories and neighboring areas can also be
automatically readjusted to have equal values. For
example, building franchise territories tracks the
population or target prospects living in each area
so that each has the same total values. Often an
acceptable threshold is used since it is very hard
to have exactly equal numbers.
What is the best software for sales territory mapping?
Here is my list of the top 11 best software for sales territory mapping based on
an analysis of real user reviews. In a separate
article I also conduct a full market analysis and provide the
Caliper Rank for the
top 25 territory applications.
The best sales territory
mapping software is an application that meets the
needs of the sales organization. The main
differences between products for managing
- desktop vs online
- support for hierarchies
- support for automated balancing
The best territory program
provides a suite of tools that are designed to make
it easy to create territories for businesses. A
territory map maker should provide detailed
geographic and demographic information that allows
an analyst to start building territories
Sales territory planning and
management software must provide:
- A clear visual representation of sales distribution and sales data
- Sales maps with territory overlays that show prospects and sales rep territories
- An intuitive mapping process when analyzing territories for sales capacity planning
- Plotting of pins for new sales reps
- Minimal sales overlaps
- Analysis of sales performance
- Import of predictive insights and quota planning data
- Accurate sales territory plans.
Maptitude sales territory
mapping software provides you with a suite of
tools that are designed to make it easy to
create territories for businesses. Maptitude
empowers sales teams with robust software for
Unlike other mapping and
GIS software that come with limited to no data,
Maptitude is a territory map maker that provides
detailed geographic and demographic information,
allowing you to start building territories
How do you use a sales territory mapping software?
Sales territory mapping
software is used to build territories. The main
steps in the process are:
- Opening an Excel file that contains customer
addresses, sales volume, and sales territory
- Using the Excel file to create a territory layer in the
- Using territory tools to manually,
interactively, or automatically edit and
rebalance the territories
- Exporting the changes back to Excel
For completed territories,
Excel reports list the ZIP Codes that comprise each
territory as well as the customers, revenue, sales,
opportunities, etc., in each market.
The following is a
step-by-step guide for using sales territory mapping
software. There is also a
”How do you use sales territory mapping software”
Use the “Create-a-Map Wizard” to create
a geocoded point layer of your customers on a map.
Start the “Territory Wizard.” Use the geocoded point layer or the
Excel file to create the territories. Balance the total customer
sales in each territory. Choose other variables, e.g.,
population, number of households, or disposable income.
Maptitude adds the territories to your customer map and opens
the Territory Manager. The territories tab displays the
territories list and the total sales. This is for all the
customers located in each territory.
Some of the territories may have “holes” in them. Holes are
often ZIP Codes that were not in your Excel file because there
were no customers located there. To fix the holes, use the
selection/lasso tools. These allow you to click on the holes in
the territory to select the underlying ZIP Codes.
Adjust the territories so that the sales totals are more
balanced. Track how the sales totals for the territories change.
This happens as you move ZIP Codes from one territory to
The final task is to update the customers with their new
- Automatically compare each customer with the changed territory layer
- Fill in a field with the name of the territory in which the customer is now located.
- Export the territory demographics to Excel. For example:
- Estimated household income
- Number of households
- Income ranges
- Racial distribution
- Housing data