By now, you’ve felt it. That paid social campaign that used to print pipeline? Dead. That cold outbound sequence you spent two weeks building? Crickets. Inbound? Dust.
“Nothing works anymore,” they say and they’re kind of right. But here’s the thing nobody wants to say out loud:
The channels may be broken. The accounts are not.
If you're in RevOps, it’s time to shift from channel-first GTM to account-first territory strategy. Stop assigning accounts based on how leads arrive. That logic died with your LinkedIn CPL.
Instead, build your books and territories around three things:
1. Who the account actually is (fit, need, potential)
Let’s be real: That MQL from last week might’ve hit your lead score threshold, but would you bet quota on it? Thought not.
Too many teams still let the lead source dictate where accounts go. That lead came from a webinar? Route it to the webinar rep. SDR sourced it cold? Toss it to outbound AE #3. The result? Junk distribution, bloated books, missed quota.
Flip it. Run your assignment engine based on account potential, not where the lead showed up. Start with:
- ICP match score
- Firmographic + technographic fit
- Buying triggers (intent, hiring, funding, etc.)
Work the best-fit accounts regardless of source. Channel doesn’t close deals. Reps do, when they’re working the right accounts.
2. Where the account is in their buying journey
Not all accounts are ready to buy. And not all reps are built to nurture.
- Some accounts are hot. Give those to your closers.
- Some accounts need love. Assign those to your prospectors.
- Some accounts are cold. Rest them and recycle later.
If your books are filled with “just in case” leads that nobody follows up on, congrats, you’ve built a CRM landfill.
Dynamic books help you control for this. You rotate accounts in based on readiness and rotate them out if they stall. Think of it as a sales-side nurture flow, only reps stay focused on what matters now, not what might close.
3. Whether your rep can actually work it
Here’s a spicy truth: capacity kills more pipeline than bad messaging ever will.
Your best-fit ICP account sitting untouched in someone’s 1,200-account static book? Worthless. Your BDR hoarding hot leads because “they’ll get to them soon”? Also worthless.
The new rule: if a rep can’t work the account in the next 14 days, someone else should. Territory planning has to be dynamic. Reps should only own what they can engage, no more, no less.
TL;DR for RevOps:
Stop assigning based on source. Start assigning based on:
- Fit (are they worth it?)
- Readiness (are they ready?)
- Capacity (can we actually work them?)
Your channels may be tapped. But your accounts? They’re still alive and well. Get them into the right hands and they’ll convert. You’ve got a territory model built for what actually works.
