Account coverage

Account coverage is the measure of which target accounts at an event have an assigned owner and a first touch, so a team can confirm that its reps are working every high-fit account before the show.

Coverage has 2 parts, and you check both for each account: who owns it at this event, and whether that owner has reached out yet. An account with an owner and no outreach is still at risk.

Who is the account owner?

Usually it’s the rep who owns the account in your CRM. For accounts with no CRM owner, such as net-new logos, write down a fallback rule; that’s the job of lead routing. Keep the same owner on the account from the pre-show plan through follow-up.

Why does it matter?

Leave an account uncovered, and if it walks up to your booth, your staff won’t be expecting it.

“You just have to hope and pray that like the people who are at the booth recognize that’s a VIP situation. Not ideal.”

A director of events at an enterprise software company running about 200 events a year

Your uncovered accounts make up the coverage gap, the list to close before your team travels. Coverage also sets up your attempt rate after the show, since the rep who planned the account is the natural one to follow up.

Where do you find it in FieldXM?

In FieldXM’s account planning, each account’s owner follows your CRM, with fallback rules, and FieldXM tracks which contacts your team has reached. Any high-fit account at the show that your reps aren’t working counts as a coverage gap. Ask FieldXM which high-fit accounts still need outreach, and it lists those gaps for you.