We show you the territory market size so that you know how much that opportunity is worth. This is when you can look at the overheads and operational costs to find what is left to define the budgets for marketing and sales targets.
Making assumptions about where your potential/current customers are is quite a blind approach to judging and making decisions on marketing and where to drive sales. Being metrically driven gives you the answers and direction. Next step, get the low hanging fruit first!
Once this is implemented, review it to see what the returns are and if you can make more marginal gains.