Enterprise Territory Management assigns accounts to territories by rules, and deals and leads often follow the account. When a rule quietly misses, accounts sit outside every territory and nobody covers them.
1. The model is not active
Only the active territory model assigns anything. A model still in Planning can be built and tested, but it changes nothing, and users without territory permissions cannot even see it.
2. The rules have not been run
Assignment rules are applied when someone runs them for the model or a territory, and on save only where the account is set to be evaluated against territory rules. A rule edited since the last run has not touched existing accounts.
3. A value can never match
A criterion with a stray quote, a country name tested against a code field, or a picklist value that was renamed matches nothing, with no error.
4. The territory has nobody in it
An account can be assigned correctly to a territory with no users. It is covered on paper and by no one in practice.
Check it yourself
SELECT Field, Operation, Value, Rule.MasterLabel FROM ObjectTerritory2AssignmentRuleItem WHERE Rule.IsActive = true AND Rule.Territory2Model.State = 'Active'
SELECT Id, Name FROM Territory2 WHERE Territory2Model.State = 'Active'
SELECT Territory2Id FROM UserTerritory2Association WHERE IsActive = true
SELECT COUNT() FROM Opportunity WHERE IsClosed = false AND Territory2Id = nullCompare the second and third to find territories nobody is in, and read each rule value for quotes and codes.
Have it checked every night instead.
Routing Forensics connects as a read-only user and checks this, and the rest of your routing, against your real leads. Register interest and you will be first to get a free health report: what is leaking, where, and what it is worth.
The free scan cannot see this one: it reads assignment rules, flows and queues only. Connected, it is checked every night.