B2B companies often live with a flaw in their go-to-market model: They deploy sales resources based on the distribution of current customers, not on potential future business. One IT services company estimated the total addressable market in each US metro area and found that its current salesforce coverage had big gaps, as shown in the chart. The company is now methodically aligning its salesforce to the opportunity through new hires and selective transfers, and it is starting to build a pipeline in these underserved geographic areas.
Matthew Crupi is a partner and Lucas Martin is a principal with Bain & Company. They are based in Dallas.