The problem

Seller territory assignments assumed higher historical revenue accounts had improved performance. No one had tested it, and the redesign conversation was deep in segment mechanics before anyone had named what coverage was supposed to achieve. The CRO was allocating resources against inherited logic, not evidence.

What I did

Led an eight-person analytics team and built an activity-based costing model to understand profit contribution at a deal characteristic level. Ran the analysis that disproved the original assumption. Worked directly with CFO and CRO organizations to reallocate investment and coverage towards more profitable digital and partner channels in specific segments.

Outcome