Oilfield Territory Planning Worksheet
A structured worksheet for mapping oilfield sales territories using Alberta well data, operator density, and service area analysis.
How to Use This Worksheet
Work through each section in order. The worksheet is designed to produce a concrete territory plan with defined boundaries, operator counts, and action items — not a theoretical exercise. Fill in every blank. If you do not have the data for a section, mark it as a research gap and return to it after pulling the relevant AER records.
For the full methodology behind territory mapping with well data, see How to Map Oilfield Sales Territories Using Alberta Well Data. For the qualification scoring that feeds into your action plan, use the account qualification framework.
Section 1: Territory Definition
Define the geographic boundaries of each territory before analyzing data. Without clear boundaries, operator density and well counts lose meaning.
| Field | Territory A | Territory B | Territory C |
|---|---|---|---|
| Territory Name | |||
| Geographic Unit | Field centre / Township / County / Radius | ||
| Boundary Description | e.g., Townships 60–80, Ranges 1–15, W5 | ||
| Assigned Rep | |||
| Drive Time from Yard | |||
| Primary Basins / Formations |
Section 2: Operator Density Analysis
Count the operators and wells in each territory. This section produces the numbers that drive territory prioritization and workload balance.
| Metric | Territory A | Territory B | Territory C |
|---|---|---|---|
| Total Wells in Territory | |||
| Active Wells | |||
| Inactive Wells | |||
| Active-to-Inactive Ratio | |||
| Distinct Operators | |||
| Operator Density (operators per 20 wells) | |||
| Top 3 Operators by Well Count | |||
| Wells Spudded in Last 12 Months |
How to calculate operator density: Divide the number of distinct operators by the total well count, then multiply by 20. This gives you operators per 20 wells — a normalized metric for comparing territories of different sizes. Higher density means more prospects per well cluster.
Section 3: Service Gap Identification
Identify where well activity exists but your coverage does not. Service gaps are your highest-value territory opportunities.
| Gap Indicator | Territory A | Territory B | Territory C |
|---|---|---|---|
| Operators with no current vendor contact | |||
| Active wells with no sales coverage | |||
| New drilling programs outside current territory | |||
| Well types not currently served by your team | |||
| Inactive wells with potential reactivation or decommissioning demand |
Section 4: Competition Assessment
Understanding who else is serving the operators in each territory helps you position your outreach and identify differentiation opportunities.
| Question | Territory A | Territory B | Territory C |
|---|---|---|---|
| Known competitor presence | |||
| Operators with incumbent vendor relationships | |||
| Operators actively seeking new vendors | |||
| Your competitive advantage in this territory |
Section 5: Action Plan
Translate your analysis into specific actions. Each territory needs a clear set of next steps with owners and deadlines.
| Action Item | Territory | Owner | Deadline |
|---|---|---|---|
| Research top 5 operators in highest-density territory | |||
| Prepare outreach materials for service gap operators | |||
| Schedule field visits to underserved clusters | |||
| Set up saved searches for territory monitoring | |||
| Review territory data against current CRM coverage |
Example: Completed Territory Summary
Here is how a filled-in territory summary might look for one region:
Territory: Peace River Core
Geographic Unit: Townships 70–85, Ranges 1–10, W6
Total Wells: 312 (224 active, 58 inactive, 30 abandoned)
Distinct Operators: 23
Operator Density: 1.47 operators per 20 wells
Top Operators: Northern Ridge Energy (67 wells), Peace Country Petroleum (48 wells), Basin Edge Resources (34 wells)
Recent Spuds: 14 wells drilled in the last 12 months
Service Gap: 8 operators with active wells but no current vendor relationship identified
Competition: 2 known service companies active in the area; several operators have indicated interest in alternative providers
Action Plan
Research top 8 operators by end of July 2026. Prepare tailored outreach for operators with active drilling programs. Schedule field visits for August.
Common Mistakes to Avoid
- Drawing territories by area alone: Equal-size territories do not produce equal opportunity. Weight boundaries by well count and operator density, not square kilometres.
- Skipping the competition section: Knowing who else is active in a territory changes how you position your outreach. Ignoring competitors leads to generic messaging that does not differentiate.
- No action plan: Analysis without follow-through is wasted effort. Every territory needs at least three specific action items with owners and deadlines.
- Never revisiting the worksheet: Operator activity shifts. Re-run the analysis annually or when significant drilling or abandonment trends emerge in your region.
- Overlooking inactive wells: Territories with high inactive well counts still generate service demand — reactivation, recompletion, plugging, and reclamation work. Do not dismiss a territory solely based on inactive ratios.
Balancing Workload Against Opportunity
A territory map is only useful if it is fair and executable. After filling in Section 2 (operator density), compare workload across reps. A rep with 300 wells and 30 operators has a different income ceiling than one with 40 wells and 4 operators. Redraw boundaries to balance operator count and active-well density, not square kilometres. The operator comparison matrix helps you see which operators in each territory are worth the most effort.
Service Gaps as Territory Opportunities
Section 3 of the worksheet captures service gaps — areas with well activity but no current coverage. These are your highest-value expansions. A cluster of active Montney wells with no assigned rep is lost revenue. Combine the gap analysis with the well status interpretation guide: a gap full of abandoned wells is a reclamation play, while a gap full of active wells is a production-services play. Match the gap to the right service line before assigning it.
Using Status Mix to Size a Territory
Not all wells create equal demand. A territory with 200 active wells needs far more service attention than one with 200 abandoned wells. When you fill in Section 2, split the well count by status (active, inactive, suspended, abandoned). Weight the active and recently spudded counts most heavily for production and completion services, and the abandoned counts for environmental services. This keeps territory sizing tied to real service economics.
Data Sources for This Worksheet
The primary data source for all sections is AER ST37 well records, which provide well counts, status classifications, operator names, location fields, and spud dates. Production data from Petrinex adds context about operator investment trends. Competition intelligence comes from field knowledge, industry referrals, and direct research.
FracturingHub consolidates AER data into searchable well databases, operator profiles, and map views. This makes it faster to populate the density, gap, and activity rows without building spreadsheet formulas from raw data exports. See features and how it works for details.
For more resources, visit the resources page.
Frequently Asked Questions
How many territories should I define?
Start with 2 to 4 territories based on your team size and geographic reach. Too many territories with sparse data in each one creates busywork. Consolidate into fewer, data-rich territories and expand as your research matures.
What geographic unit works best for territory boundaries?
Field centres work well for basin-level planning. Township ranges provide finer granularity. For yard-based operations, a drive-time radius from your facility is often the most practical starting point. Choose the unit that aligns with how your team actually covers the field.
How do I handle a territory with very few operators?
Low operator density does not always mean low value. A territory with three large operators running 80 wells each may generate more revenue than a territory with twenty operators running five wells each. Evaluate total well count and service potential alongside operator count.
Can I use this worksheet for a single-rep team?
Yes. Even a single-rep operation benefits from defining territory boundaries, measuring operator density, and identifying service gaps. The worksheet structure forces a disciplined approach to market coverage regardless of team size.
How often should I update the worksheet?
Revisit the worksheet annually at minimum. If your market is changing rapidly — for example, during a drilling campaign or an abandonment program — quarterly updates keep the data current and the action plan relevant.
How do I weight active versus inactive wells in a territory?
Weight by service demand, not raw count. Active and recently spudded wells drive production and completion work; abandoned wells drive reclamation. Split the count by status in Section 2 so the territory reflects the service line you actually sell.
What is operator density and why does it matter?
Operator density is the number of distinct operators per well cluster (we show operators per 20 wells). High density means more prospects per area and more relationship opportunities. It is a better sizing metric than total wells because it reflects how many buying decisions exist in the territory.
Should I plan territories around basins or around drive time?
Use both. Basins (Montney, Duvernay, Cardium, Viking) define where the work is; drive time from your yard defines what you can profitably serve. Start with basins, then trim by drive time so territories are both opportunity-rich and economically serviceable.
How do I identify service gaps in the worksheet?
Section 3 captures operators with no current vendor contact, active wells with no coverage, and new drilling outside current territory. These gaps are expansion targets. Cross-reference with the well status interpretation guide to match each gap to the right service line.
How does competition assessment change territory strategy?
If a competitor dominates a territory, you may deprioritize it or differentiate on service. If a territory is uncontested, move first. Section 4 captures known competitor presence and your advantage so you allocate reps where you can actually win.
Can I use this worksheet for BC or US territories?
Yes. Substitute BC Energy Regulator or state oil and gas commission data for AER ST37. Keep cross-border territories separate because regulatory definitions of status differ. The worksheet structure is jurisdiction-agnostic.
How do I size a territory for a frac or pressure pumping crew?
Frac fleets travel, so a wider radius is acceptable, but weight by active drilling and completion demand. Count recently spudded and completing wells, not just total wells. A territory with steady completion programs beats one with many legacy inactive wells.
How do I size a territory for environmental services?
Weight abandoned and suspended well counts and reclamation status. A territory rich in end-of-life wells is your best environmental play. Note AER reclamation certificate backlogs as a demand indicator in Section 3.
What role does Petrinex play in territory planning?
Petrinex shows whether active wells are actually producing and whether output is rising or declining. Declining production in a territory signals upcoming workover and artificial lift demand. Add a production-trend view to Section 2 when that matters to your line.
How do I avoid overlapping territories between reps?
Draw explicit boundaries in Section 1 and enforce them. Overlap creates rep competition for the same operators and confuses customers. Assign one owner per territory and one drive-time radius so coverage is clean.
Should territories follow field centres or townships?
Field centres are better for basin-level planning and operator conversations; townships give finer granularity for drive-time and pad-level analysis. Many teams use field centres for the territory definition and townships for the density math. Use both as the worksheet supports.
How do I turn the worksheet into an action plan?
Section 5 assigns specific actions, owners, and deadlines. Pull the top operators from high-density territories, prepare outreach for service-gap clusters, and set saved searches for monitoring. Export the list with the data export workflow guide for CRM handoff.
What if my territory has mostly orphan wells?
Orphan wells are managed by the AER Orphan Well Association, not by direct operator outreach. Track them separately for tender opportunities rather than as sales territories. Exclude them from rep assignments and monitor Association announcements.
How do I keep the worksheet current without rebuilding it?
Save your territory searches and re-run them when AER data updates. A saved search that alerts on new licences or status changes lets you refresh Section 2 without re-importing raw exports. Quarterly full reviews catch slower shifts.
Can I build the worksheet from FracturingHub data?
Yes. FracturingHub organized AER ST37 data into well counts by status, operator profiles, and map views that fill most worksheet columns. Add competition and accessibility from field intelligence, then export for team planning.
Explore More Resources
This page provides general educational information from FracturingHub. It is not a substitute for professional training, engineering review, regulatory guidance, or site-specific safety instruction. Always confirm requirements with qualified professionals and follow local regulations, site procedures, and safety standards.