Territory Management:

Rules of Engagement.
Effective {Salesforce Launch Date}

©2021 SpotOn
Proprietary & Confidential
These Rules of Engagement are designed to help avoid channel conflict across sales territories.
Employees in a sales position are required to comply with these Rules of Engagement. Sales
completed in violation of this policy will not be eligible to receive commission, bonus or residuals
as they are not considered “earned”. Failure to adhere to these Rules of Engagement may result in
disciplinary action. A first offense will receive a verbal warning, second offense will result in a
written warning, and third offense is grounds for termination. All rules in this document are subject
to change at the discretion of sales leadership, and any changes will be communicated to the
field.

BDRs are expected to follow the same rules as their AE/HAE/Dealer.

Who Can Sell What

Payment Existing
Role Hardware Software New Customers
Processing Customers

✔*
AE / HAE / Dealer ✔ ✔ ✔ ✔
(Own bucket only)

Inside Sales ✔ ✔ ✔ ✔** ✔***

Customer Success
✔ ✔ ✔****
- Restaurant / Retail

● *AEs/HAEs/Dealers can only sell to existing customers where they are the Account
Executive or Qualified Account Executive on the account in Salesforce.
● **Inside Sales may sell to new customers that submit an inbound lead and the merchant
declines to see a sales rep on site (or there is no local Account Executive). If there is recent
activity from the AE in the last 90 days, the AE will be looped in.
● ***For the first 90 days, Inside Sales won’t attempt to proactively upsell products - and if
they do, the Account Executive will receive full commission as though they sold it.
Beginning on day 91, should our Inside Sales team upsell the account, Account Executives
do not earn a commission (although the upsell does count towards their Semi-Annual
Revenue Retention Bonus).
● ****For the first 90 days, if Customer Success proactively upsells a product, the Account
Executive will receive full commission as though they sold it. Beginning on day 91, should
our Customer Success team upsell the account, Account Executives do not earn a
commission (although the upsell does count towards their Semi-Annual Revenue Retention
Bonus).

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Lead Conversion & Prospecting - AE/HAE/BDR
All reps should follow these rules, however not all users will be working in Salesforce from day 1. For
users not yet in Salesforce, please continue to read this entire section, and pay extra attention to
Section 2 below.

Prospecting - Section 1 - General Rules

All leads should be entered into Salesforce, and the standard lead conversion process should always
be followed. This process reduces the risks of:

● Pitching to an existing customer

● Contacting an account that is already in Salesforce and assigned to another AE
● Selling to a merchant that is not in your territory will result in you losing sales credit and
commission.

Before creating a new lead or converting an existing lead into a new account, reps must always:

1. Search for the account in Salesforce to ensure it does not already exist. Do not create duplicate
records in Salesforce.
a. Search business name, contact name, address and phone number in case of name
changes/typos
b. If multiple similarly named accounts come up, this may be part of a larger group (see
rules for groups below)
2. Research (via Google, their website, etc.) the merchant to understand if there is a group or
franchise affiliation.
3. Remember that leads may be incorrectly routed to you if they are part of a group.
4. While you should be diligent when entering merchant address info, Salesforce address data is
not the source of truth. It is your responsibility to follow the steps above for every account to
determine ownership.
5. For AEs with an assigned territory, determine whether or not the prospect falls in your territory
using your territory resources (for example, Salesforce Mapping Tool).

Taking ownership of an existing prospect.

If you do not have an assigned territory and will be taking over a prospect that already exists in the
system, the following steps should be taken:

1. Check to ensure there are no duplicates already in the system.

2. Check for the last activity logged on the account. Check the Activity History section on the
Account page. Open Opportunities do not count towards last activity. There must be logged
activity in the form of a Call, Email or Event on either the Account page or on the open
Opportunity. An Open Opportunity in Salesforce with a future close date does not count. The 90
day rule only counts activities such as a Call, Email or Events where a prospect is actively
engaged and responsive.
3. If there is no activity in the last 90 days, the AE may take over the prospect by asking their
manager/sales analyst to transfer the prospect in Salesforce. Any Open Opportunities should
be set to Closed Lost, and a new Opportunity with the new AE should be opened once a
meeting is booked. Activity cannot be logged retroactively. The lead owner will be determined
by the activity Created Date field in Salesforce. 3
Prospecting - Section 2 - Phased Salesforce Launch
Due to users being given Salesforce access in phases, reps will be temporarily split across two
prospect management systems - Salesforce, and Pipeline. A temporary process will be put in place for
all sales reps to follow the rules of engagement whilst we are straddling two systems.

● All sales reps will be given access to search leads in Pipeline

● Managers/Analysts will have access to Salesforce to check prospects for users not yet in
Salesforce
● If there is no activity for 90 days in Salesforce, and there is no future close date in Pipeline, then
that prospect is available to take over and pursue
● Pipeline data that has been entered in the last 60 days or has a future expected close date will
be exported and added to Salesforce. This is for AE’s using SFDC only.

Salesforce users.

● Salesforce users should search Salesforce as per instructions above to ensure the prospect is
not already being worked
● They should then search Pipeline to ensure the prospect does not have a future close date, and
therefore is not being pursued by another rep who is not yet in Salesforce

Non-Salesforce users.

● Non-Salesforce users should search Pipeline to ensure the prospect does not have a future
close date, and therefore is not being pursued by another rep who is not yet in Salesforce
● They should also ask either their manager or analyst to check Salesforce on their behalf to
ensure the prospect is not being pursued by a rep using Salesforce

Multi-location groups / franchises.

Merchant groups can be set up in many different ways, such as partnerships, corporations, or limited
liability companies. Decision making within these different types of groups can vary and ownership
can be difficult to determine.

The general rule for groups of merchants is that account / territory ownership is based on the owner
(AE) of the corporate office. If an AE owns the corporate office, that AE owns all locations by default.
The AE should ensure that a Parent Account is created for the HQ in Salesforce, and any locations are
linked underneath. In cases where there is no corporate office, it is based on the primary location of
the decision maker for the group (see below for clarification).

Given the potential value, brand implications and complex buying cycle, for any mid-market (>5
locations) or franchise deals, the Account Executive is required to work with SpotOn’s Enterprise sales
team to develop and execute the proper strategy.

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Franchises & other.

If decisions are made independently, ownership is treated like a regular non-group prospect.
Franchises with publicly available LLC information identifying the location as a separate entity with
separate owners often make independent decisions. Groups outside of franchises who make
decisions independently are rare. Agreement / approval in an email communication with your manager
and the manager of other territory owners involved is required before pursuing any opportunity where
the merchant states that decisions are made independently. The SpotOn Enterprise team should
generally be involved in all these types of activities.

Appetize and SpotOn Enterprise opportunities.

Should the prospect fall within the scope of the Appetize / SpotOn Enterprise pipeline and strategy -
whether that be a large single-location (“stadium”) or material (>5 locations) multi-location (“Chick Fil
A”) - the Account Executive must always defer to the SpotOn Enterprise team. Qualified Leads created
by the Account Executive and referred to the SpotOn Enterprise team will have their own unique sales
cycle and compensation structure.

Understanding territories.

SpotOn is in the process of building out assigned territories in certain markets. Sales reps with an
assigned territory can view their assigned area within the Maps tool in Salesforce, and are expected to
only work prospects in that territory. If the AE is yet to be assigned a territory, the AE may go after any
prospect deemed acceptable by their manager, unless the lead is already owned by another AE and
activity has been logged in the past 90 days. It is important to do your research and verify ownership
before working a new prospect &/or lead. Always ask your manager if you are unsure on whether or
not you can work a lead.

Handling territory disputes.

The steps and guidelines above should prevent disputes. Over communication internally BEFORE
connecting with the account is mandatory. In any case where you are uncertain of ownership, please
ensure the following steps have been taken:

1. Follow best practices for lead conversion/prospecting as noted above.

a. For groups disputes, investigate as much as possible to understand where
decision making for the group is made (see above
b. This may involve a conversation with the merchant when a simple google search
does not provide enough detail.
c. Activity cannot be logged retroactively. The lead owner will be determined by the
activity Created Date field in Salesforce..
2. Connect with your manager to discuss before pursuing the sale.
3. Your manager should connect with the manager of the rep that may have a conflicting
perspective on the ownership of the account. Attempt to resolve it at the manager level.
4. Agreement / approval in an email communication with your manager and the manager of
other territory owners involved is required.
5. If it cannot be resolved at the manager level, please include VPs.

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 6. If you still cannot resolve the ownership dispute, your VP may escalate to Sales
Operations via [email protected]:
a. Include the account name, website, Salesforce links and as many supporting
details in an email
b. Copy all parties involved and their managers
c. Sales Operations will investigate and arrange a quick call with all parties, their
managers, and Sales Operations

These disputes should be brought to the attention of Sales Operations within 30 days via
[email protected]. Sales Operations reserves the right to make exceptions to
commission, unit credit, and dispute window.

Split commission sales.

Due to complexities around sales credit attribution/commission split, there will be no split in
commission between Account Executives. If you have a deal that you feel warrants remuneration to
more than one AE, speak to your manager before the sale happens. Any one-off exceptions will not be
made after the sale is complete.

Handling territory realignments & adjustments.

In general, we make an effort to not shift territory often. However, in the case of approved incremental
headcount, headcount backfills, or other unpredictable business shifts, territory may need to be
adjusted. Here is what management can expect from Sales Operations:

● Thorough communication and territory analysis with all management involved in the decision
making process.
● Data based decision making and recommendations.
● Salesforce territory adjustments -- territory adjustments are final the day they are implemented
in Salesforce.

Here is what reps can expect from Management:

● Communication of the territory shift and timeline. Sales Ops is not responsible for greater
communication to each team or district.
● Communication of a “hold out list” to all team members & management involved.
● A “hold out” is defined as an account with an open opportunity in verbal agreement or decision
pending stages. A “hold out” list is considered active the day the territory shift is made in
Salesforce (by Sales Ops).
● In cases of territory transfers or realignments, the current rep has 30 days to close out any “hold
out” opportunities that are in the final sales stages.
● If accounts identified as “hold outs” do not meet the defined criteria, that opportunity is passed
to the new rep.