Find pipeline coverage gaps
Coverage by rep, segment and territory against the number, and the accounts that could fill each gap, so the fix is a list of names rather than a bigger target.
The conversation
Sample accounts and numbers, for illustrationYouRead our open pipeline against quota for this quarter by rep, by segment and by territory, show me where coverage is below three times the number, and for each gap list the high-fit accounts in that rep's territory or that segment that showed a signal in the last 30 days and are not yet in pipeline, with who should take each.
Unify3 checks · CRM pipeline, company data and signals
- Read open opportunities with close dates this quarter and each rep’s quota from Salesforce, grouped by rep, segment and territory.
- Matched every ICP company in the thin territories and segments to the CRM to find the ones with no open opportunity.
- Kept the ones with a signal in the last 30 days: hiring, funding, a new leader or website visits.
Team coverage is 3.1 times, which hides two gaps: Sam is at 1.8 times and the mid-market segment is at 2.2 times. Both have accounts that could close the gap this quarter.
$410k open against a $230k quota. 1.8 times. Needs about $280k more, or five deals at the average size.
$1.1m open against $500k. 2.2 times across three reps. Short by $400k.
$980k against $250k. 3.9 times, eleven deals.
$2.4m against $600k. 4.0 times, but four deals carry it; one slip moves the whole segment.
Pipeline, quota and dates are read from the CRM. The three-times target is the team’s convention, and the gaps are arithmetic against it.
YouShow me the accounts that could fill Sam’s gap, ranked, and why each is on the list.
UnifyFourteen accounts in Central fit the ICP, have no open opportunity, and showed a signal in the last 30 days. The top six would cover the gap at the average deal size.
- 14
- accounts could fill the gap
- 6
- needed at average deal size
- 9
- with a verified contact already
- 3
- touched by Sam this year no deal created
- 1Merridian SystemsNew VP Ops + hiring
- 2Halden RoboticsPricing page, 3 visits
- 3Northwind LabsSeries B
- 4Lumen FreightNew facility
- Why the gap
- Sam’s pipeline is seven deals, all from accounts worked last year. Nothing entered from this quarter’s signals, which is where the fourteen come from.
- Ownership
- Lumen Freight was Ana’s before the territory change and is now Sam’s on paper. The list flags it rather than assigning silently.
YouNow the mid-market gap: how do the thirty-one split across the three reps, and which showed intent this month?
UnifyMarcus carries most of the shortfall and also has the most to work with. Twelve of the thirty-one showed intent this month, five of them in his book.
| Rep | Open against quota | From the 31 | Intent this month | Strongest |
|---|---|---|---|---|
| Marcus | $300k against $165k · 1.8x | 12 | 5 | Brightpath: pricing page twice this week |
| Priya | $380k against $165k · 2.3x | 10 | 3 | Calderon Health: integrations page, then the demo video |
| Chris | $420k against $170k · 2.5x | 9 | 4 | Orbital Works: four visits from two people |
Intent this month is website activity read through Unify Intent. The split follows account ownership in Salesforce, so nobody is handed an account that belongs to someone else.
YouIf nothing new enters pipeline, what does coverage look like next quarter by rep, and where do the gaps start?
UnifyOn deals already dated for next quarter, the team starts at 1.7 times. Sam and Marcus start lowest, so this quarter’s gaps carry over unless the lists convert.
- 1Sam · Central0.9x
- 2Marcus · mid-market1.2x
- 3Chris · mid-market1.7x
- 4Ana · West2.6x
Next quarter counts only opportunities with a close date in it. Deals that might slip into it are not assumed.
YouAssign the lists to the owners of each gap and rerun this weekly.
UnifySam has fourteen accounts in his queue, the three mid-market reps have their share of the thirty-one, and coverage recalculates every Monday.
Coverage this week
Sam 1.8x, mid-market 2.2x, team 3.1x. The lists are assigned; the ratio will move when meetings become deals, not when the list is created.
Set up
- Gap lists assigned Fourteen accounts to Sam and thirty-one across the mid-market reps, each with the signal, the contact and the last touch.
- Weekly coverage rerun Every Monday, by rep, segment and territory, for this quarter and the next. Gaps that close drop off; new ones appear with their lists.
- Ownership flagged Accounts that changed territory this year are marked so the previous owner is asked before the new one writes.
A list of accounts is a way to fill a gap, not a filled gap. The weekly rerun is what says whether it worked.
Coverage gaps, with and without Unify
Coverage is a ratio everyone reports. The list of accounts that would fix it is the part that gets skipped.
| Without Unify | With Unify |
|---|---|
| Coverage is one number for the whole team, and the gap inside it is found at the end of the quarter | Coverage is read by rep, segment and territory against quota, with the gap in value and in deal count |
| A rep with thin pipeline is told to prospect harder, with no list | Each gap comes with the high-fit accounts in that territory or segment that showed a signal this quarter |
| The segment that is short is the segment nobody has a filter for | Segments are read from company data, so the thin one is named whether or not a filter exists |
| Filling a gap means adding accounts that happen to be nearby, not accounts that fit | The accounts offered to fill a gap are ranked by fit and signal, with the owner who should take them |
Start from this prompt
Make it your own in Unify, then review the results.
Read our open pipeline against quota for this quarter by rep, by segment and by territory, show me where coverage is below three times the number, and for each gap list the high-fit accounts in that rep's territory or that segment that showed a signal in the last 30 days and are not yet in pipeline, with who should take each.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- One repHow much pipeline does Chris need to reach three times quota this quarter, and which accounts in his territory could get him there?Try in Unify
- By segmentWhich segments are under three times coverage for the quarter, and which accounts in each segment showed intent this month?Try in Unify
- Next quarterIf nothing new enters pipeline, what is coverage by rep for next quarter, and where do the gaps start?Try in Unify
How it changes by who you sell to
- Software
- Software teams measure coverage by segment and the mid-market gap hides behind an enterprise surplus. Ask for coverage by segment and rep, and for the mid-market accounts with a signal this month that nobody owns.
- Financial services
- At banks and insurers a territory is a licence map, so a gap cannot be filled from next door. Ask for coverage by territory, and for the institutions inside each thin territory that showed hiring or a new leader.
- Healthcare
- Health-system pipeline is lumpy: two systems can be a quarter. Ask for coverage by rep with the deal count beside the value, and for systems with a department hiring that are not yet in anyone's pipeline.
- Manufacturing
- Plant deals are regional and seasonal. Ask for coverage by region against the quarter, and for plants with an expansion or a new facility that could enter pipeline before the season closes.
- Professional services
- Firms buy by practice, so coverage should be read by practice, not by rep alone. Ask for coverage by practice area, and for firms in the thin practices that added a partner or an office this quarter.
Next in pipeline intelligence and coaching
+2Activity versus fitCheck whether reps work the right accountsActivity is easy to count. Whether it landed on accounts that fit the ICP and showed intent is the question, and the answer is different for every rep.
+2Pipeline driversFind what drives outbound pipelinePipeline broken down by signal, persona, segment, channel and rep, from the CRM and the outreach records, so the next quarter is planned on what worked rather than on what felt busy.- Sequence performanceFind what your best sequences do differentlyReply rates say which sequences win. The steps, timing and audience behind them say why, and that is what the rest of the team can copy.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
Questions about this workflow
What counts as a coverage gap?
Open pipeline below a multiple of quota for the period, three times by default, read by rep, segment and territory from your CRM. The multiple is yours to set, and the gap is shown in value and in deals needed at your average deal size.
Where do the gap-filling accounts come from?
From company data matched to your ICP, filtered to the gap's territory or segment, with a signal in the last 30 days from hiring, funding, leadership changes or website visits, and no open opportunity in the CRM.
Does adding accounts to pipeline fix coverage?
Not by itself. The accounts are offered as a worked list, not created as opportunities. Coverage improves when a rep books a meeting and creates the deal, and the weekly rerun shows whether that happened.
How is this different from TAM coverage?
This page starts from the number: quota, this quarter, and the gap under it. TAM coverage starts from the market and asks which parts of it the team has never touched, regardless of the quarter.