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A territory in Starbridge controls which buyers a user sees signals for — in their feed, their email digest, and across bridges. Every user should have a territory that reflects their book of business. There are two ways to set up territories in Starbridge, and they’re not mutually exclusive. Most organizations use one or both depending on the role.

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The two approaches

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CRM-synced territories

Starbridge reads account ownership directly from your CRM and automatically maintains a territory for each rep. When accounts are reassigned in your CRM, territories in Starbridge update automatically overnight. Use this when a user’s territory is defined by who owns an account in the CRM — for example, an Account Owner, BDR Owner, or SDR Account Owner field on the account object. This is the right approach any time territory = “accounts where this person is listed as the owner.” This approach requires account matching (linking your CRM accounts to Starbridge buyers) and user matching (linking your CRM users to Starbridge users) before territories can be generated. See Matching CRM Accounts to Starbridge Buyers and Setting Up CRM-Synced Territories for setup details.

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Buyer list territories

A buyer list is any manually defined set of Starbridge buyers — built with filters, uploaded from a CSV, or imported from a CRM export. You assign the list to a user as their territory. Use this when a user’s territory is best described as “a specific list of accounts” rather than “accounts assigned to them in the CRM.” Buyer list territories don’t sync dynamically from your CRM, but they’re simpler to set up and work well for roles where territory boundaries are stable or defined outside the CRM. Buyer lists come in three forms:
  • Dynamic list — built using Starbridge filters (state, buyer type, enrollment, budget, etc.). Updates automatically as Starbridge’s data changes, but does not reflect CRM ownership.
  • Static list — a fixed list of accounts. Good when you know exactly what accounts should be in the list.
    • Need to set up multiple static lists based on lists of accounts from your CRM? — Talk to your CSA for support.

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How to choose

CRM-synced territoryBuyer list territory
Territory is defined by CRM account ownership✓
Territory updates automatically when CRM changes✓
Territory is a fixed or manually maintained list✓
Territory is defined by region, segment, or Starbridge filters✓
No CRM integration, or territories are defined in your CRM as lists of accounts✓
The two approaches aren’t mutually exclusive — each user has one active territory, but different users on the same team can use different approaches.

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Examples

Marketing or enablement roles often benefit from a buyer list rather than a CRM-synced territory. A marketing manager focused on a specific segment — say, higher ed institutions above 10,000 enrollment — can use a dynamic buyer list filtered by enrollment, regardless of how accounts are assigned in the CRM. Regional sales reps can go either way. If their CRM accounts are assigned by region and ownership is tracked there, CRM sync works well. If their territory is simply “all accounts in these states,” a dynamic buyer list filtered by state is often simpler to set up and maintain. BDRs with individually assigned accounts are a strong fit for CRM-synced territories, especially when account assignments change frequently via round-robin or re-assignment. Since their territory is exactly “the accounts assigned to me in the CRM,” syncing directly from the CRM ownership field keeps Starbridge current automatically. Mixed teams are common. For example: sales reps with regional territories use dynamic buyer lists filtered by state, while BDRs with individually assigned accounts use CRM-synced territories. Both approaches coexist — you just configure each user’s territory the right way for their role.

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Changing a user’s territory

Admins can change any user’s territory from the Users page by selecting a different buyer list or switching to a CRM-synced territory. Users with a Builder role can also change their own territory from their My Territory page.