Customer Allocation & Cross-Sell Governance

Google Sheets-based governance system designed to control cross-product outreach across a shared institutional customer base. Built on the foundation of the earlier team lead allocation system, this framework introduced a master account list, enforced team routing rules, and rep-level ownership logic to prevent duplicate outreach between product lines.

The organization operated multiple SDR product teams targeting the same institutional customer base. Without a defined ownership and routing model, cross-product outreach on existing customers created duplicate activity and unclear accountability.

This project designed a centralized Google Sheets framework - building on the earlier team lead allocation infrastructure - with a master customer list, team-level routing logic, and rep assignment rules to control how SDR teams engaged shared accounts.

• No centralized ownership record for existing customers across product lines.
• Cross-product SDR teams could independently target the same institutions.
• No routing logic defining which team held outreach rights on a given account.
• Duplicate outreach risk increased as the organization scaled across products.
• Reassignment decisions had no documented process or visibility.

• Master Customer List - Centralized record of existing customers serving as the single source of truth for account ownership across all product teams.
• Team Routing Rules - Enforced logic defining which product team held outreach rights on each account, built directly into the sheet structure.
• Rep Assignment Layer - Individual rep ownership tracked within each team's routing layer, preventing concurrent claims on the same account.
• Cross-Sell Guardrails - Sheet-enforced rules preventing overlapping outreach when multiple product teams had interest in the same institution.
• Reassignment Controls - Structured process for ownership transitions, maintaining accountability and visibility during handoffs.

Google Sheets - SDR Allocation Framework (Status, Territory, Account, Products, Ownership Routing)

• Google Sheets

• Users: SDR teams across multiple product lines
• Account scope: existing customer base
• Objective: eliminate duplicate outreach across product teams

• Eliminated duplicate outreach on shared existing customer accounts.
• Introduced clear rep-level ownership across cross-product SDR teams.
• Established an enforced governance layer for cross-sell coordination.
• Created a repeatable routing model that scaled with the organization.

• Migrate routing logic into Salesforce account records for real-time CRM visibility.
• Add conflict detection to flag accounts with active outreach across multiple product teams.
• Build an audit trail for ownership changes and reassignment decisions.

• Back to Projects