Branch Manager Action Guide

Territory Performance & White Space Capture

Data-driven framework for market-based accountability and growth targeting

📊
November 2025 Market Update
🎯
Territory TAM Analysis
🔄
Last Updated: Nov 2025
💰
$6.7B
Total Market TAM
↑ Market Size
🎯
$2.8B
White Space Opportunity
↑ Capture Potential
📈
30-40%
Win Rate Improvement
Target Range
🚀
2-4%
Realistic Growth Target
Annual Goal
Market Alignment

📊
Territory Gap Analysis

The market is 63% industrial, 37% commercial. If your pipeline doesn't match, you're leaving money on the table.

63%
MARKET: Industrial
vs
40%?
YOUR PIPELINE: Industrial
1
Territory TAM Mapping
Complete within 2 weeks
Immediate

Quantify your territory's share of the $6.7B TAM. Identify if industrial concentration is below 63% market benchmark.

  • Pull current pipeline by segment: Industrial vs Commercial breakdown
  • Calculate your territory's TAM based on plant database and construction starts
  • Compare pipeline mix to territory TAM mix (target: within 5% variance)
  • Identify underserved segments: If industrial <55%, prioritize immediately
  • Document gap size in dollar terms for leadership discussion
Growth Opportunities

🔍
White Space Identification

Systematic approach to identifying and capturing untapped market opportunities

Plants Without BSW HIGH
$500K-$2M

Each industrial plant without current BSW relationship represents significant annual opportunity.

Single-Service Accounts HIGH
3x Expansion

Scaffolding-only accounts have 3x revenue potential with insulation + painting.

Upcoming Turnarounds MEDIUM
$1M-$5M

Scheduled turnarounds where BSW isn't incumbent represent capture opportunities.

New Construction MEDIUM
Varies

Data center and pharma construction in territory - new relationships to build.

2
Top 10 White Space Targets
Weekly initiative
This Week

Cross-reference plant database with job cost history. Each plant without penetration represents $500K-$2M annual opportunity.

  • Pull all industrial plants in your territory from plant database
  • Filter by end market: Refining, Chemicals, Power, Data Centers, Pharma
  • Cross-reference with job cost history to identify non-customers
  • Rank by estimated annual spend (turnaround history, plant size)
  • Create target list: Top 10 plants, estimated opportunity, decision maker
  • Schedule first touch within 30 days for each target
Revenue Growth

📈
Service Expansion Playbook

Convert single-service accounts to full-service relationships

3
Scaffolding-to-Full-Service Conversion
Monthly focus area
Monthly

Accounts using only scaffolding have 3x expansion potential. Target insulation and painting add-ons for turnaround work.

  • Pull scaffolding-only accounts from job cost data (>$50K annual)
  • Identify turnaround timing for each account
  • Research current insulation/painting providers
  • Prepare integrated bundle proposal: 15-20% cost savings
  • Target 5 conversion conversations per month
  • Track: Conversion rate, incremental revenue per account
Account Type Current Avg. Full Service Potential Expansion Approach
Scaffolding Only $150K $400K+ +167% Bundle for turnaround
Scaffold + Insulation $280K $450K+ +61% Add painting services
Scaffold + Painting $220K $400K+ +82% Add insulation
Full Service $450K $600K+ +33% Specialty services
Capacity Planning

🔧
Turnaround Readiness

Pre-position resources and capture high-value turnaround opportunities

4
Upcoming Turnaround Mapping
Monthly review cycle
Monthly

Map upcoming turnarounds against current crew capacity. Pre-position resources 60 days before scheduled events.

  • Pull turnaround calendar for plants in your territory
  • Identify service mix requirements for each event
  • Map current crew availability vs. turnaround schedule
  • Flag capacity gaps requiring traveling crews or hiring
  • Coordinate with operations on equipment pre-positioning
  • Communicate resource needs to regional leadership 90 days out
Sample Territory Targets

2026 Turnaround Calendar

🏭
Marathon Galveston Bay
Q2 2026 - Major turnaround event
⚡
Valero Texas City
Q2 2026 - Scheduled maintenance
🛢️
ExxonMobil Baytown
Q3 2026 - Turnaround opportunity
🔬
Phillips 66 Sweeny
Q3 2026 - Full service scope
Market Intelligence

🛡️
Performance Defense Framework

Use market data to distinguish execution gaps from market headwinds

5
Market-Driven Performance Documentation
Monthly reporting
Monthly

Use topline forecast data to distinguish execution gaps from market headwinds. Defend your territory with data.

  • Document territory TAM trends: Is market growing or contracting?
  • Compare your growth rate to territory market growth rate
  • If market -2% and you're flat, you're gaining share (+2%)
  • Identify segment-specific headwinds (e.g., office construction down)
  • Prepare quarterly talking points for leadership reviews
  • Highlight wins: Share gains, new customer captures, service expansion
Scenario Territory TAM Your Performance Share Impact Assessment
Growing Market + Growth +3% +5% +2% share Excellent
Growing Market + Flat +3% 0% -3% share Execution Issue
Flat Market + Flat 0% 0% 0% share Maintain
Declining Market + Flat -2% 0% +2% share Strong
Planning & Targets

🎯
Realistic Growth Targeting

Set data-driven targets aligned with market growth rates

6
2026 Target Calibration
Annual planning cycle
Immediate

Market growth is 1.9% nationally. Set territory targets at 2-4% growth with documented share gain strategy.

  • Baseline: 1.9% organic market growth
  • Your territory growth: [Calculate based on local TAM trends]
  • Share gain target: +1-2% through white space capture
  • Realistic growth range: 2-4% total
  • Document share gain sources: New customers, service expansion, turnaround wins
  • Avoid over-commitment: Risk-adjust for economic uncertainty
Weekly Actions

✅
Weekly Territory Checklist

Consistent actions that drive territory performance

Review pipeline composition vs. territory TAM
Target: 63% industrial. Flag if variance >10%.
Track white space target progress
How many of your top 10 targets have you touched this week?
Review upcoming turnaround calendar
60-day lookahead: Are resources positioned?
Service expansion conversations
At least 1 cross-sell conversation per week with existing accounts.
Win/loss documentation
Document reasons for every win and loss. Track by segment.
Crew capacity check
Are you staffed for next 30 days of work? Flag gaps early.