Find territory whitespace
The accounts in a territory that fit the ICP, have never been touched, and just showed a buying signal. The untouched part of every territory is where the next quarter is.
The conversation
Sample accounts and numbers, for illustrationYouFor each territory, find the companies that fit our ICP, have no activity in our CRM ever, and showed a signal in the last 30 days such as hiring, funding, a new leader or website visits, rank them by signal, and give the territory's rep the top ten with a verified contact and the signal behind each.
Unify3 checks · company data, CRM and signals
- Built the ICP list from company data and placed each company in a territory by the rules in Salesforce.
- Marked companies with no activity ever in the CRM or in Unify as untouched, and removed customers and open deals.
- Read hiring, funding, leadership changes and website visits for the last 30 days and ranked the untouched companies with a signal.
Across four territories, 1,140 ICP companies have never been touched, 38% of the ICP. One hundred and sixty-one of them showed a signal this month. Each rep has ten, ranked.
- 1,140
- untouched ICP companies 38% of the ICP
- 161
- with a signal this month
- 40
- offered to reps ten each
- 58%
- untouched share in Central the thinnest territory
- 1Central · Sam58% untouched
- 2North · Priya44% untouched
- 3East · Chris31% untouched
- 4West · Ana24% untouched
Untouched is a fact from the activity records. The ICP list is built from company data, so the count does not depend on what was imported.
YouShow me Sam’s ten and why each is there.
UnifyTen untouched accounts in Central with a signal in the last 30 days, ranked by the signal. Five are hiring, three had a leadership change, two visited the site.
New VP Operations in July and six support hires in September. Never contacted. Contact verified.
Pricing page three times in two weeks from three people. Never contacted.
Series B in August; hiring a RevOps lead. Never contacted.
Announced a second warehouse. Operations lead verified.
Two support roles posted. Head of CX verified.
YouWhich of the never-contacted accounts visited our pricing or integrations pages this month, and who should take each?
UnifyTwenty-three of the 161 visited the pricing or integrations pages this month. Four are below, with the pages and the rep whose territory they fall in.
| Account | Pages | Visits | Territory and rep | On the rep’s ten? |
|---|---|---|---|---|
| Halden Robotics | Pricing | 3 visits, 3 people | Central · Sam | Yes |
| Calderon Health | Integrations, then pricing | 4 visits | North · Priya | Yes |
| Kestrel Analytics | Integrations · Salesforce | 2 visits | East · Chris | No, ranked 14th |
| Oakline Software | Pricing | 2 visits | West · Ana | Yes |
Visits are identified at company level by Unify Intent, so the contact is the verified persona at the account, not a named visitor.
YouSend each rep their ten and put the whitespace share on the territory review.
UnifyForty accounts are in the reps’ queues as a whitespace list. The untouched share per territory is on the review and reruns monthly.
- Sam · 10 accountsOwner CentralIn queue
- Priya · 10 accountsOwner NorthIn queue
- Chris · 10 accountsOwner EastIn queue
Set up
- Whitespace lists delivered Ten per rep, ranked by signal, each with a verified contact. Kept separate from the evening book so whitespace does not disappear into it.
- Territory review updated Untouched count and share per territory, with the number that showed a signal this month, written to the review.
- Monthly rerun The ICP list is rebuilt and the untouched share recomputed on the first of the month; accounts that get a touch leave the whitespace count.
A whitespace share is a description of the territory. The ten accounts are the part of it that is worth this month.
Territory whitespace, with and without Unify
Every territory has accounts nobody has ever written to. Some of them are showing intent right now.
| Without Unify | With Unify |
|---|---|
| Whitespace is a guess from the size of the territory, not a list | Whitespace is a list: ICP companies in the territory with no activity in the CRM, ever |
| Untouched accounts stay untouched because nothing surfaces them | Untouched accounts are watched for signals like any other, and surface when one arrives |
| When a whitespace account shows a signal, nobody sees it because nobody owns it | A whitespace account with a signal is offered to the territory's rep with the signal and a contact |
| Territory reviews argue about coverage with no shared definition of untouched | Territory reviews start from the same list, with the count and the share untouched per territory |
Start from this prompt
Make it your own in Unify, then review the results.
For each territory, find the companies that fit our ICP, have no activity in our CRM ever, and showed a signal in the last 30 days such as hiring, funding, a new leader or website visits, rank them by signal, and give the territory's rep the top ten with a verified contact and the signal behind each.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- One territoryIn the East territory, which ICP accounts have never been contacted and showed a signal this month?Try in Unify
- Whitespace countHow many ICP accounts in each territory have never been touched, and what share of each territory is that?Try in Unify
- Website intent onlyWhich never-contacted accounts in our territories visited the pricing or integrations pages this month, and who should take them?Try in Unify
How it changes by who you sell to
- Software
- Software territories fill up with the accounts that were easy to find. Ask for ICP companies in each territory with no CRM activity ever and a signal this month, ranked by signal, and cap the list at what the rep can work.
- Financial services
- Bank and insurer territories are finite, so whitespace is a real count. Ask for the institutions in each territory never contacted, and for the ones with a new leader or a hiring wave this quarter.
- Healthcare
- Health-system territories hide untouched departments inside covered systems. Ask for whitespace by department, not by system, and for departments hiring this month.
- Manufacturing
- Plant territories have whitespace far from the office. Ask for untouched plants by distance, and weight a new facility or an expansion announcement heavily.
- Professional services
- Firm territories are worked by referral, so the whitespace is the firms nobody knows. Ask for untouched firms in the target practice, with a partner move or a new office this quarter.
Next in signals and intent
+4Research intentAct on category and comparison researchSomeone reading comparison pages has moved past whether to buy and on to which one.
Hiring audiencesBuild an audience from hiring signalsFind accounts investing in the team you sell to and keep the job evidence with the audience.
+5Daily prioritizationBuild today's prospecting listOpen the day with ten accounts ranked on fit, this week's intent and your own history with them, each with a verified contact, instead of a judgment call about where to start.
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 untouched?
No activity in the CRM or in Unify, ever: no email, call, task, sequence or meeting. A company with a CRM record and no activity is untouched; a customer or an open opportunity is not whitespace.
Where does the ICP list come from?
From company data included with Unify, filtered to your ICP and placed in territories by the rules in your CRM. Whitespace is counted on that list, so it does not depend on what has been imported.
Why require a signal?
Because whitespace alone is thousands of accounts. A signal in the last 30 days makes an untouched account worth writing to this month, and the first line has something to say.
How is this different from coverage gaps?
Coverage gaps start from quota and the pipeline shortfall. Whitespace starts from the territory and asks which accounts have never been worked, whether or not the number is short.