Commercial Gaps

The results achieved by a company’s sales department are rarely distributed evenly across a territory. One of the best ways to understand these differences is by analyzing sales data through thematic maps.

Sales by municipality

Figure 1 presents annual sales results by municipality for a company operating in the interior of the state of São Paulo. The darker the color, the higher the sales volume. Municipalities shown in white indicate locations where no sales were recorded.

Figure 1 – Sales results by municipality

The results displayed on the map raise important questions about the effectiveness of the company’s planning and commercial activities. For example:

• Sales are not occurring in most municipalities within the state of São Paulo.
• The sales department is achieving stronger results in the Campinas region.
• There is a significant commercial gap in the western portion of São Paulo State.
• The company’s products or services may be well suited to the Campinas region but less appropriate for western São Paulo.
• The sales team may not be adequately prepared to work in regions with very different market characteristics, even within the same state.
• Marketing and promotional efforts may not be reaching potential customers in western São Paulo effectively.
• Competitors may be performing better in municipalities where no sales have been recorded.

Expanding the analysis

Adding other datasets to the map can significantly enhance the analysis.

Figure 2 combines sales results with population data. The larger the yellow symbol, the greater the population of the municipality.

This additional layer of information allows new questions to be explored, such as:

• Why do municipalities with similar populations generate different sales results?
• Is the sales team performing consistently across municipalities with comparable market sizes?
• Are population figures the most appropriate indicator for understanding sales performance?
• Which other variables should be considered when evaluating market potential?

Figure 2 – Sales results and population by municipality

In many cases, sales performance is influenced by factors beyond population size, including:

• Household income
• Consumption potential
• Economic activity
• Industry concentration
• Market maturity
• Distribution channels
• Competitive presence

Identifying commercial opportunities

Commercial gap analysis can help organizations:

• Identify underserved markets.
• Detect regions with untapped sales potential.
• Improve sales territory planning.
• Optimize marketing investments.
• Evaluate sales team performance geographically.
• Prioritize expansion strategies.
• Understand regional market differences.

Every company has a unique geographic sales pattern. For this reason, organizations should create their own thematic maps and analyze how their business history, customer base, and commercial performance are distributed across space.

Mapping sales results often reveals opportunities and challenges that would be difficult to identify through tables and spreadsheets alone.

Additional resources

Related articles on marketing and geographic market analysis are available at:

Marketing Articles Library

Commercial gaps are not simply areas with low sales—they are opportunities to better understand markets, improve strategy, and unlock future growth.