In a world where every sales call, route, and check-in can be tracked with a tap of a smartphone, Map My Customers wanted to answer a simple but powerful question:
What specific actions separate top-performing sales reps from the rest—and how can we coach others to replicate that success?
To find out, we teamed up with Jasper Engines, a well-known name in the auto manufacturing world, to analyze over 150 field sales rep’s behaviors. The study paired Map My Customers app usage data (like routes planned and check-ins made) with actual sales results.
What We Found Can Help Any Sales Leader, Coach, or Rep Understand What Really Drives Revenue—and What Doesn’t.
Three Types of Reps Emerged
When the researchers grouped reps based on behavior, three clear clusters emerged:
The Big Difference?
Cluster 2 reps didn’t just log more activity – they worked smarter. They used digital tools more intentionally and invested in deeper, more strategic relationships even with a smaller set of accounts. That thoughtful focus translated directly into higher sales.
Top reps weren’t successful because they were busy—they were successful because they were intentional. They used their tools wisely, prioritized meaningful account touches, and focused their energy where it mattered.
It’s Not Just About Working Hard—It’s About Working Smart
High performers didn’t just do more—they did the right things more often.
- They used tools like route planning and global search
- Had slightly fewer accounts—but visited them 2.5x more and logged nearly 3x the activity, proving depth beats volume.
- Logged GPS-verified check-ins, revealing they were consistently showing up in person
On average, these reps grew their quarterly sales by $83,000, compared to $48,000 for the lowest-performing group.
AI Can Predict Who Will Win (And Why)
Using a type of machine learning called XGBoost, our expert Data Science Advisor built a model that correctly predicted whether a rep’s sales would rise or fall with nearly 79% accuracy.
What behaviors made the biggest impact?
- Frequent use of global search
- Active route planning
- Regular GPS-verified check-ins
What Sales Teams Can Do Today
Set Smarter KPIs
Base rep goals on what top reps in similar territories are already achieving—not gut instincts.
Ditch the Territory Excuse
It’s not just where you sell, it’s how. Rep behavior had a bigger impact on sales outcomes than territory size.
Coach with Clarity
Focus on what matters: check-ins, planning activity, and deep account engagement—not vague motivational advice.
Demystify Success
The best reps aren’t magical—they follow structured, repeatable routines. Share and scale those habits across the team.
Use Tech to Plan Better Days
Tools like routing, proximity-based prospecting, and CRM filters help reps turn chaotic field days into strategic wins.
Bottom Line: Sales Success Is Measurable—And Coachable!
This isn’t just a research paper—it’s a playbook for building better reps. With the right data, tools, and coaching, field sales leaders can shift from guesswork to precision.
By learning from real-world behaviors and putting smart, explainable AI to work, any team can get closer to the habits that make top reps tick—and turn those habits into performance gains across the board.
Source: Rai, S., & Sniff, M. (n.d.). Unlocking data-driven sales performance in the field: Driving revenue growth through machine learning techniques. Center for Data Science, New York University; Map My Customers, Inc.
