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Sales territories redrawn in days, not weeks

Built sales territories from data and rep feedback, so the team can redraw and re-check books in hours or days instead of weeks

Chris Prinz GTM Engineer, Modal LinkedIn

  1. The problem

    Modal had too many great accounts and too few reps. AE attention needed to go where the company had a right to win, and inbound volume was crowding out outbound.

  2. What they built

    A repeatable process for setting sales territories instead of a one-off, four-week project. It keeps accounts with their current owner when there is active work on them, and any reassignment is reviewed explicitly. Each account gets an estimate of how much it could spend, which is then turned into an expected value using signals like usage growth, marketing and sales engagement, and existing spend. A data app proposes swaps between books and flags concerns, reps give feedback, and the changes go back in.

  3. So what

    Books are built from data and corrected by the reps closest to the accounts. Active deals stay with their owners, and every reassignment gets reviewed.

Under the hood

For GTM engineers

Territory definition is treated as an optimization problem with "time to revenue" as the objective. Guardrails preserve ownership where there is active motion. Parallel Web Systems deep research agents estimate each company's spend potential from its use case and scale. Potential is converted to expected value with signals such as usage growth, engagement and existing spend. A Hex data app tunes the EV score interactively, proposes swaps and flags concerns; rep feedback is aggregated into a Google Sheet that serves as the source of truth, and the Hex app pulls the sheet back in to recompute metrics with data from Snowflake.

Source

More examples

Other systems GTM engineers have built, or see all of them.

  1. Owner.com

    Rebuilt lead scoring for the cold-calling team; reps given the top-scored leads reached a restaurant's decision-maker twice as often

    YG Hong · Applied AI Manager

  2. Octave

    Turned the cold sales emails his head of sales receives into an automated campaign where the sender's own pitch becomes the demo

    Nalin Krishnan · GTM Engineer

  3. Cognition

    Anyone on the marketing team can ask in Slack for a campaign, an audience or an event review, and an AI agent runs it through tested code

    Will Hunter · GTM Engineer

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