From sourcing high-quality data with generative AI to deploying custom balance goals and territory scorecards, this is one of the most actionable workflows we’ve seen for territory design in 2025. If you're still slicing geo maps in Excel, this one’s for you.
Kevin Davis kicks things off by painting a familiar picture: reps feel like they’ve been handed a bag of mystery meat. It’s the fast-food version of sales ops - quick, dirty, and no one trusts what’s inside.
There’s little structure, no shared measurement system, and no guiding principles to define what “good” looks like. That’s what BoogieBoard is here to solve - with a system that pulls in quality data, uses balance goals to define fairness, and bakes equity and focus into every rep’s book of business.
“The traditional model feels like French fries for dinner. Everyone’s left hungry, and no one’s proud of the work.” – Kevin Davis
The core of the BoogieBoard approach is the “pain-based segmentation” framework, pioneered by Cannonball GTM. Doug Bell explains how he and Jordan Crawford, his co-founder, realized that the traditional ICP model was deeply flawed:
So Cannonball flipped the model. Instead of starting with industry or company size, they identify:
In Fundraise Up’s case, Doug and Jordan discovered that donor retention rate was the existential data point. Nonprofits with sub-42% retention were in “crisis” - a powerful segment to target.
“When you can organize your market by who’s in crisis vs. who’s thriving, your messaging gets 10x better and your conversion rates follow.” – Doug Bell
One of the most interesting parts of this session is how Doug and Kevin use generative AI - like Claude, Gemini, and custom GPTs - not just for content, but for research and segmentation.
They share a full prompt stack that helps RevOps teams do the following:
These prompts are packaged in open-source formats and tested with tools like Latitude to reduce hallucination. You can find the full library in BoogieBoard’s Resource Lounge and Tiki Bar.
“Most AI content is fluff. This workflow actually gives you structured data, smart segmentation, and messages your buyers care about.” – Kevin Davis
Once you’ve mapped the pain landscape, Kevin shows how BoogieBoard helps turn that research into real, measurable territory components called balance goals.
What are balance goals?
They’re the DNA of a good territory. Instead of just counting accounts, you assign a “balance goal” for the type and mix of accounts a rep should carry. For example:
BoogieBoard’s GPT model even auto-generates a list of 30+ balance goals based on your market research, stage of company and product maturity. This is a game-changer for RevOps teams that need to operationalize fairness and focus.
“You don’t need perfect data to create a great design. You just need structure, repeatability and measurement.” – Kevin Davis
Once territories are designed, Kevin recommends using Google Sheets or the BoogieBoard app to generate three views:
This framework makes your design process transparent and reviewable. It also provides the context reps need to adopt new territories faster and sell smarter.
“When you anchor the design in shared goals, feedback becomes a discussion - not a war.” – Jessica Watts
The final section dives into advanced territory elements that most companies ignore:
Instead of using NAICS or flat industry codes, BoogieBoard uses LLMs to generate behavior-based “micro-industries.” For Fundraise Up, these include:
Micro-verticals allow for better messaging, segment-level balance goals, and rep specialization over time.
BoogieBoard also includes prompts to identify parent-child relationships across federated orgs, holding companies, or umbrella NGOs - allowing for better account coordination and fair distribution.
The team provides templates to:
This territory design approach isn’t just clever - it’s practical, scalable and rooted in first principles.
✅ It shifts the focus from “fairness as opinion” to “fairness as math”
✅ It uses AI for research and structure - not just copy
✅ It builds repeatable components: balance goals, scoring, templates
✅ It treats territories as a GTM hypothesis you can test and evolve
✅ It empowers reps with clear intent and context - not just a list of accounts
You can explore the tools and resources mentioned in this session via the BoogieBoard Resource Library and the Cannonball GTM Substack.
Territory design doesn’t have to be fast food. This is your chance to serve something worthy of a Michelin star.
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