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Lead Routing: How to Precisely Implement and Route Key Prospects

Published: January 04, 2023

Correctly routing leads and responding quickly can make or break a deal. The more mature a business gets and the more complex the prospect’s needs, the more challenging maintaining a speedy response and personalized touch become.

Growing businesses require more sophisticated automation to ensure operational efficiency and proper lead distribution.

That’s what makes lead routing a critical component of any scaling sales strategy.

So, what is lead routing?

At its most fundamental, lead routing is the process of automatically assigning leads across a sales team. If your company has more than one sales approach — like self-serve, transactional, and enterprise — lead routing involves passing potential customers to the proper sales model.

Automated lead routing can be simple, such as a round-robin assignment to your sales reps based on who is next in line. Mature lead routing models take multiple factors into account. That includes deal value, territory or geography, use case or specialization, or a combination of multiple factors by a lead scoring system.

Unless you’re in a niche industry, chances are your business attracts more than one type of customer. Lead routing ensures the right prospects reach the right representative at the right time to save your business time and resources.

Seven Lead Routing Examples

1. lead routing by value.

Companies like Slack and Dropbox popularized the hybrid approach of building a self-serve business in tandem with an enterprise one . This approach maximizes operational efficiency by keeping the most expensive resource — the sales rep’s time — focused on building relationships and closing larger deals. Smaller deals are routed to a low-touch, high-volume, one-to-many sales model.

Tools like Clearbit can help pull in data about a customer's company size and value to pre-populate CRM data. Using this data, low-value leads can be handled by self-serve marketing automation. Here, human touch is provided by customer support teams answering incoming questions.

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High-value leads can be sent directly to sales teams to guide high-value, complex deals through an enterprise sales process.

Pro tip: Consider how long a lead will take to turn into a customer. Before assigning a lead, make sure that the sales rep has the time to take on that amount of work.

2. Lead Routing by Location

For industries tied to brick-and-mortar stores or geographical locations, defining territories is a common practice. Leads are assigned by location, enabling sales teams to divide and conquer regionally.

Routing leads by geography provides certainty that reps aren’t stepping on each other’s toes with double coverage, while completely neglecting others.

If a lead is routed to a salesman in the same time zone, it’s going to be much easier for everyone involved. Meetings can be scheduled without the hassle of finding a time that works for everyone.

Determining lead routing based on location also means that if an in-person sales pitch or meeting is necessary, those included won’t have to travel as far. This foresight saves your organization time and money.

To begin lead routing, you must first define your territories and organize your CRM data around those definitions . With the right CRM and automated toolset, you can sort records into territories. From there, assign leads to any reps working within that territory using round-robin automation.

Pro tip: If a lead has a high value, work harder to gather as much information about that lead as possible using social media (such as LinkedIn). Then, match them with a rep who has similar interests in their territory. This will make your calls more personable and compelling, and a deal more likely.

3. Lead Routing by Use Case or Specialization

Many tools and systems, especially in SaaS, have multiple relevant use cases. Let’s take a tool like HubSpot as an example. HubSpot serves customer service teams, sales teams, and marketing teams. Each group comes with its own buyer personas, choosers, users, and influencers.

Trello offers another example. This virtual whiteboard might be used for anything from wedding planning to software bug triage.

Savvy sales teams know that industry expertise helps establish the trusted advisor relationship requisite to closing the big deals, which makes lead routing by specialization or use case increasingly important for enterprise sales models.

Let’s take an example of software targeted to creative firms, encompassing graphic design, animation, film editing, and illustration. It’s unlikely all sales reps will develop the expertise needed to speak to the needs of all of those varied professionals, even if they do sit under a similar umbrella.

Instead, you may have your top sales reps cover the largest deals that involve multiple products across a company, but route smaller, more specialized deals to reps who specialize in particular areas.

Pro tip: When a specialized or niche lead comes through, be sure to mention other customers you have in the same industry. Consider emailing over glowing reviews from these customers. This will help your leads understand the experience you have with their industry’s concerns and problems.

4. Lead Routing by Lead Score

The most sophisticated sales models implement lead scoring as part of their lead routing process. Lead scoring assigns a quantifiable value to every lead generated for the business, usually by a numerical point system.

Leads can be scored on multiple attributes , including:

• Engagement with your company.
• Company size.

Lead scoring helps sales teams prioritize leads, and apply a more tailored approach to engagement. With this method, you can close more leads with less effort. Lead scoring can also help define whether a lead needs more time being nurtured , could close with a low-touch one-to-many approach, or requires high-touch consultative efforts.

Pro tip: Route only those with scores ready for sales to your sales team to maximize time and effort. This results in a happy and productive sales team by minimizing the frustration of poor leads.

5. Lead Routing by Priority

There are many factors to consider when determining the priority of a lead. The potential sales value is important, but you should also consider the lead’s position within their organization, their buying power, their engagement level with your products and content, and the product type(s) they are interested in.

Pro Tip: Consider adding a form field that asks how urgently they need a product or solution to determine if a lead is casually browsing or seriously looking.

6. Lead Routing by Availability

While this shouldn’t be a first-case scenario, routing leads based on representatives’ availability is still an important factor to consider. If a sales rep has a lot on their plate or is working on a larger deal, they will not have the energy or focus to give new leads their best effort. Initially contacting leads and answering lead questions quickly are both essential to the success of a deal.

Pro Tip: Make sure sales representatives constantly keep their calendars updated with meetings, time off, and other engagements, allowing you to easily automate leads based on availability.

7. Lead Routing by Customer Type

By the time a lead enters your pipeline, you should know if their organization is a current customer or not. This information can be leveraged to assign leads to the best possible point of contact.

For example, if a lead’s organization is already a customer, they should be passed on to a customer success manager who can walk them through the sales agreement their company has.

If their organization is not a customer, then an assigned salesperson can qualify the lead before moving them onto an account executive. This segmentation will streamline and simplify your lead routing process.

Pro tip: Develop a path for former customers looking to return to your organization. Ensure that your representative knows your prior history with the buyer.

Lead Routing Best Practices

Regardless of the lead route(s), you choose for your company, here are some best practices you should keep in mind.

Assign leads to a specific point of contact.

Nurturing leads is essential to increasing both new sales and retention. As leads enter the demand generation pipeline, they should know their point of contact for each step of the journey. If a lead isn’t a current customer, then they should have an assigned salesperson who will reach out and discuss products with them.

If a lead is a current customer, then they should be assigned to a customer success manager. A CSM should be familiar enough with the lead’s organizational needs to reach out with education on new products or current promotions.

Pro tip : Depending on what software you use for managing leads, assigning leads to a salesperson can be automated. As soon as a potential lead expresses interest, they receive an email with the next steps and the name of their point of contact.

Gather important information with form fields.

Your forms are essential to successful conversions. A poorly planned or too personal a form will make you look difficult to work with, turning leads away.

A typical form asks your lead their name, their organization, organization size, location, a phone number to contact them. You may also ask what product(s) they are interested in.

Pro tip: When it comes to form fields, less is more. You can follow up with more specific details down the road.

Keep consistent reassignment rules.

You can improve your customer experience by rerouting leads when a sales rep can’t get to them fast enough. Sales teams will often have a round-robin lead assignment process.

Consider what amount of time makes the most sense for reassignment, and then add that criteria to your lead routing software. Quickly responding to leads can make the conversion process quicker and more seamless for everyone involved.

Pro Tip : Consider publishing personable blurbs about each of your sales reps online and giving leads access to their calendars. This allows customers to choose who they want to speak with.

Have a solid onboarding plan.

As soon as a lead moves past the purchase stage, quick and valuable onboarding is essential.

Make sure an assigned CSM reaches out to new customers with a welcome email that includes specific next steps on how to integrate your product. Consider scheduling a quick phone or video call to review how to navigate any software.

Remember, the bottom of the demand generation pipeline is retention. Quickly offering value during onboarding is a key factor in reducing churn.

Pro tip : Make sure your onboarding process is a personalized experience by celebrating customer milestones. Check out this guide to create a customer onboarding strategy and plan.

Getting Started

Getting started with lead routing is simple if you have the right tools , including a CRM with automation capabilities and a tool for lead scoring, such as HubSpot partner MadKudu .

To develop lead routing paths, you will need to:

• Define your lead routing criteria, like value, use case, territory, or lead score.
• Create workflows or automations based on that criteria.
• Qualify leads and divide them between your reps.

To improve and optimize your lead routing, you need to know what’s working and what’s not. Monitor and report on the successes or shortcomings of routing to understand what’s working.

Want more insight? Learn how to manage and nurture sales leads from HubSpot Academy.

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Lead Assign is available as an all-in-one solution that integrates with your existing technologies or as amodular API based technology solution using your own user interface.

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Lead Assign optimizes lead routing & distribution using AI and machine learning to ensure your sales network gets the opportunity to act on a lead before your competitors do.

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Lead Assign offers seamless integrations with various platforms to capture, track, and distribute leads effectively.

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Score and route prospects to sales agents, partners, or networks using advanced customizable business rules.

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We’ve been using [Lead Assign] for over a year now and it’s simplified the lead distribution process tremendously and brought our lead response time down to under 10 minutes. I can wholeheartedly recommend it to anyone with high lead volume and desire to improve lead response times.

We wanted a platform that was easy to use and highly scalable for our over 3000 partners. We choose Lead Assign as the clear market leader and our partners have never been happier.

With Lead Assign, we can enable the quick response that is critical to engaging online customers with a better service experience.

Apollo uses Lead Assign to route leads in real time to the right agent using predictive scores and various other factors. Matching the right lead to the right agent improved our close rate by 20% and also improved overall customer satisfaction. Lead Assign has become a critical part of optimizing our lead flow and close rate

Using Lead Assign greatly reduced our salespeople’s lead response time. Lead Assign has become a vital part of our day-to-day success.”

We’ve eliminated the gaps in our lead management for our global operations. Through Lead Assign’s partner strategies, we can drive lead to revenue funnel with urgency.

The reporting dashboard and built-in rolling average is a significant added benefit from an analytics point of view. The platform can be hugely beneficial to retailers with distributed sales teams.

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Leandata showcases power of modern revenue orchestration at opsstars 2022, leandata announces winners of the 2022 opsstars awards, what are lead assignment rules in salesforce.

Lead assignment rules are a powerful feature within Salesforce to assist your team’s automation of its lead generation and customer support processes. Assignment rules in Salesforce are used to define to whom your Leads and Cases (customer questions, issues or feedback) are assigned based on any one of a number of specified criteria you determine. 

Organizations typically develop lead assignment rules for their GTM processes or flows:

• Rules for inbound Leads
• Rules for website-generated Leads
• Rules for importing Leads from an event

For case assignments, a company might establish one case assignment rule for weekdays and another assignment rule for weekends and holidays. 

A lead or case assignment rule often consists of multiple rule entries to specify exactly how leads and cases are assigned throughout your go-to-market teams. For example, related to customer service inquiries, a standard case assignment rule might have multiple entries. Cases with “Type equals Gold” are assigned to the Gold Level service queue, cases with “Type equals Silver” are assigned to the Silver Level service” queue, and so on. 

As organizations grow and scale, they operationalize multiple GTM motions: inbound, outbound, account-based, upsell/cross-sell, and hybrid. However, many are limited to having just one rule in Salesforce.

As a work-around, many organizations create one massive lead assignment ruleset. They then wedge all of their rule entries into that one big ruleset, regardless of how many different motions that represents. Over time, Salesforce lead assignment rules can quickly become unmanageable .

This post covers the best practices for Salesforce lead and case assignment rules. The ultimate goal is to fully engaging your hard-won leads and speed up your organization’s time-to-revenue.

How to Define Assignment Rules

Your Salesforce administrator can only have one rule in effect at any particular moment in your go-to-market motions, and that assignment rule is intended to both automate lead generation processes and other customer-facing processes routed through your CRM. 

Lead assignment rules specify how leads are assigned to users or queues as they are created manually, captured from your website, or imported via SFDC’s Data Import Wizard.

Case assignment rules determine how cases are assigned to users or put into queues as they are created, either manually or through the use of Web-to-Case, Email-to-Case, On-Demand Email-to-Case, the Self-Service portal, the Customer Portal, Outlook, or other data generation applications.

Criteria for Lead Assignment Rules

Okay, so you’ve decided that lead assignment rules in Salesforce make sense for your revenue operations team – now what?

Well, first, you’ll need to determine the edition of your Salesforce instance. Lead assignment rules are available in the Group, Essentials, Professional, Enterprise, Performance, Unlimited, and Developer Editions of SFDC. Case assignment rules, conversely, are available only in the Professional, Enterprise, Performance, Unlimited, and Developer editions.

With regard to User Permissions, to view assignment rules, you’ll need View Setup and Configuration permissions. However, to create or change assignment rules, you’ll need Customize Application. If you are not your organization’s Salesforce administrator, you should check with them before attempting to head off on your own.

How to Create Salesforce Lead Assignment Rules

Creating lead and case assignment rules in Salesforce is a relatively straightforward process. 

• Login to Salesforce and select Setup in the upper right corner of the horizontal navigation bar.
• In the Setup search box , type “assignment rules” and then select either Lead Assignment Rules or Case Assignment Rules.
• Select New to create a new assignment rule.
• In the Rule Name box, type a name and specify whether it should be active for leads or cases created manually and by those created automatically by web and email. When done, click Save .
• Click open your newly created rule and select New in the Rule Entries to specify your rule criteria.
• Step 1 in the “Enter the rule entry” window requires you to enter an Order for your new rule (the Order is the order in which the entry is processed, like a queue).
• In Step 2, you determine whether your new rule is based on meeting a set of criteria or a formula. In the Run this rule if the dropdown box, select either “criteria are met” or “formula evaluates to true.”
• Lastly, in Step 3, select the user or queue to whom your rule will assign your new lead or case (use the lookup feature to find specific users or a queue). After completing Step 3, select Save .

Why Are Your Salesforce Lead Assignment Rules Not Working?

If you discover your lead or case assignment rules are not working, here are a few tips to quickly troubleshoot the root cause.

First, check to ensure the assignment rule is active. Remember, only one case or lead assignment rule can be active at one time. Secondly, ensure the record is assigned to the correct user or queue.

Make certain to select the checkbox Assign using active assignment rule . In support of this step, enable field History tracking on case or lead owner, as well as add object History (case or lead) in your page layout. 

One common problem is overlapping rule entries, or rule entries in the wrong order. With dozens of rule entries, many will overlap, causing records to get assigned unpredictably. For example, if entry #1 assigns California leads to John, and entry #2 assigns Demo Request leads to Jane, then John might wonder why he’s receiving Demo Requests leads who are supposed to go to Jane. 

Assignment Rule Examples

The image, below, shows sample rule entries being entered into Salesforce for a variety of “what if” situations:

• Junk leads containing “test” are sent to an unassigned queue
• Demo requests are routed directly to SDR 3
• Leads at accounts with over $100 million in annual revenue are routed to AE 1
• Leads in certain states are sent to their respective representatives

How LeanData Simplifies Salesforce Lead Assignment

Creating lead and assignment rules in Salesforce is relatively straightforward. However, as your GTM motions become more and more complex, it becomes necessary to populate that one rule with multiple defining rule entries. As you grow and scale, your rule threatens to become unwieldy. Then these problems arise:

• Difficulty in both comprehending and managing
• Poor visibility, making it difficult to troubleshoot and validate
• Restrictions allowing only the criteria on the routed record

LeanData’s lead routing flow and assignment solution is a native Salesforce application that allows users to create flows in an easy-to-understand visual graph. Its visible representation of an organization’s desired lead flow affords many benefits to users, including:

• Easier ability to visualize and understand complex flows
• Real-time visibility of the routing of leads and the ability to quickly troubleshoot and make adjustments
• At-a-glance ability to use information on matched records for routing decisions and actions

Assignment rules in Salesforce are a relatively easy-to-learn feature that can be very quickly implemented, delivering a flexible and powerful logic to your CRM processes. Automating your lead and customer processes will accelerate your GTM motions and deliver your organization a sustainable competitive advantage.

For more best practices, read the eBook, “ Best Practices for a Winning B2B Marketing Data Strategy .”

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Ray Hartjen

Ray Hartjen is an experienced writer for the tech industry and published author. You can connect with Ray on both LinkedIn  &  Twitter .

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Speed Up and Sell More: Salesforce Lead Assignment Rules Best Practices

When a lead comes in, an opportunity should come knocking.

But there’s a lot more under the hood. You need solid lead assignment rules in place, and one key variable to keep in mind.

Time. According to LeadSimple, responding to a lead in the first 5 minutes is 21x more effective.

No surprises here. If you’re a scaling business, you know that responding first to a lead is mission-critical.

If you’re manually triaging leads or waiting for IT to make business-critical changes to your lead assignment rules, it’s not scalable. Nor fast.

As an operations leader, you feel this pain across your entire organization. 

Demand teams work hard to generate incoming leads, so it doesn’t make sense to abandon them just because they’re not getting to the right rep in real-time. Your leads, after all, are directly tied to sales revenue.

Automating the process doesn’t solve the problem alone, either. It’s an important piece to speeding up, but not the only piece to the lead assignment puzzle.

You’re inundated with the notion often – speed is everything!

Well, we’re here to tell you:

Respond right is the new respond first.

Shotgun responses don’t help if your lead happens to work for a target enterprise account of yours. You definitely want your Enterprise sales rep, Rachael putting her best foot forward.

Setting the right lead assignment rules also helps with what ‘future you’ couldn’t know ahead of time.  Say a lead comes in from a territory that doesn’t have a rep assigned – It’s going to sit in a queue. A potential quality lead slipped through the cracks of time because there’s no accountability or rule in place.

Complex business processes and go-to-market efforts add additional layers of friction. How can you get it right if you’re constantly evolving at scale?

Your lead assignment process could be stunting your growth potential.

It’s time to speed up, starting with smarter lead assignment rules. 

Give your operations teams their sanity back, and set your sales reps up for speed-to-lead success.

Go ahead and skip the next section if you’re already aware of the challenges to overcome as a scaling business, and want to get right to Salesforce lead assignment rules for success.

Businesses Quickly Outgrow Native Salesforce Lead Assignment Rules

Asana, a project management platform, was scaling fast.

They were grappling with increasing volumes of leads, lagging response times, and complex assignment rules that became impossible to keep up within Salesforce.

As more leads came in from a variety of sources, and with complex territory assignments and hundreds of sales reps that change frequently, lead assignment became a nightmare to manage in native Salesforce.

That’s because creating and changing lead assignment rules can quickly become very complex:

Only a dozen or so lead assignment rules are implemented here, primarily basic rule sets like location, company size, industry, or lead quality. You can imagine how cluttered your rules would get as you continued to add more criteria.

Asana knew that not having a more sophisticated Salesforce workflow automation process meant they didn’t have the flexibility to adapt at scale.

There were two problems Asana needed to overcome:

1. Complex, evolving go-to-market rules

You wouldn’t want sales reps responding to a lead that’s not in their sales territory. You also wouldn’t want junior reps following up with your largest target accounts.

But it happens.

Typical go-to-market (GTM) models are unique by company and can vary by:

• Named account
• Role or product focus
• Partner channels and more

How a company sets up their go-to-market strategy informs how they need to route or assign leads to reps. SaaS sales teams are regularly selling into different territories, market segments (SMB, mid-market, enterprise), verticals, and industries.

What’s more, lead assignment rules often require changing daily with large enterprise businesses. 

Asana, for example, consistently had leads assigned to reps that no longer worked with them.

Imagine juggling complex territory assignment rules and hundreds of sales reps that change frequently?

It can take weeks or months for IT to get involved whenever a Salesforce lead assignment rule needs to be changed:

• IT has to define the required changes, scope them, slot those into a sprint, which may occur weeks or months later
• During the sprint, the team will make the changes, validate them, test them
• Push them from the development environment to the QA environment, and perhaps a staging environment, and then finally into production

Doing things manually, or not at all, is not a scalable alternative.

You can automate to help you move faster, but speed is sidelined when you don’t have the flexibility to adapt to your changing assignment or routing environment.

And it only gets worse as your lead volume climbs.

2. Massive volumes of incoming leads and lagging response times

When too many cars are trying to get to various destinations, traffic jams occur, with some drivers giving up and going somewhere else altogether.

If companies are slow to respond, the chances of those leads sticking around drops with every. passing. minute. Someone else will hop on a plane instead and get facetime sooner.

You need to move faster.

On average, it took companies 42 hours, or almost two days, to respond to a lead .

That’s basically a lifetime:

Dramatics aside, it means most B2B companies are still falling behind and not responding to leads within the five-minute-or-less sweet spot. But it’s there for the taking.

In the past, we had people manage catchall queues, trying to figure out who should own each lead. – Jim Maddison, Veracode

In Xant’s Lead Response Study 2021 of 5.7 million inbound leads at 400 plus companies, they found that 57.1% of first call attempts occurred after more than a week of receiving a lead.

So why are most companies lagging behind? They need to automate and create more adaptable lead assignment rules that actually reflect their go-to-market.

Speed might be serving up the silver platter, but you’re only going to get the deal if you implement effective salesforce lead assignment rules.

Here are some best practices to help set yourself up for success.

Lead Assignment Rules Best Practices For High-Growth Companies

You’ve got massive volumes of incoming leads and ultra-complex go-to-market rules. You’re in the right place.

First things first.

Automate, automate, automate. 

Let’s get to that golden window of 5-minutes. Picture Tesla’s “Come to Me” app (it comes to you and eliminates a long trek to your parking spot).

It requires one tap.

Once a lead enters Salesforce, they follow the defined rule roadmap according to lead assignment rules that you set and ultimately land with the correct salesperson in record time.

You’re giving back those precious minutes to your revenue and sales operations teams.

Now about those rules.

Define Your Go-To-Market Rule Baseline

Carving out territories based on geography, segments, verticals, industries, named accounts, or whatever your go-to-market strategy is, is the first step. This is your baseline.

Any lead that falls into a sales rep’s territory should be assigned to them based on these defined rules, but that’s easier said than done. They’re constantly changing based on several factors.

You need to define your criteria  

In other words, the set of criteria that you will be implementing – you know the drill. To do so, you ask all the necessary questions:

• Which rep will take on what territories?
• What happens if new reps are hired and old ones leave?
• What happens if someone goes on vacation? Or doesn’t work on Fridays?
• A lead comes in from a partner, where do you want this to go?

The beauty is that the sky is the limit.

But how do you get there with native Salesforce constraints lacking the required sophistication?

We had about 800 or 900 rule criteria. We needed something flexible and something that could change, or help us change as we change our business a year to year. – Jim Maddison, Veracode

The next step:

Create customer rule criteria 

Veracode, a security company, had incredibly complex criteria. They had to hire a developer to manually code changes to lead assignment rules. Things changed daily for them, and they grappled with how to adapt.

Ditching the code for the intuitive drag and drop Complete Lead’s interface gave Veracode more flexibility to create assignment rules on the go.

Remember when we said the sky’s the limit?

Implement Nested Flows to Tackle Ultra-Complex Rule Sets

If there were a way to make it easier, you do it right?

Nested flows keep your rules organized. 

At a high level, think of it like nesting dolls: each “nested” or child assignment flow sits within a bigger, or parent assignment flow.

These parent-child relationships can span far beyond just one or two levels, giving you the freedom to allow each business unit to oversee their own GTM processes and territories.  This is a huge win for Rev Ops organizations looking to simplify and speed up ultra-complex lead management.

Department Managers can even set and keep track of rules for their own set of assignment flows, for different GTM teams and within different nested flows. That means lines are drawn in the sand but teams still have visibility and control of how a lead is tracked for their particular team.

Your business depends on data getting where it needs to go, fast. That’s why no matter how complex, your assignment rules should never feel out of hand.

Leverage Powerful Account-Based Assignment

Account-based strategies should be a cornerstone to your go-to-market strategy, and you want to know that your strategic investments are being implemented successfully.

• In a survey conducted by ITSMA , 87% of B2B marketers said that ABM initiatives outperform their other marketing investments.
• COVID-19 caused companies t o rush to create ABM strategies to respond to an increased need for a strong digital presence.
• 56% of the 800 B2B marketers that LinkedIn surveyed said that they are using ABM. Over 80% said that they plan to increase their ABM budget over the next year.

Use account-based assignment.

Account-based marketing targets specific companies, so setting up account-based rules in your lead flow process allows you to route leads from these target accounts to your most experienced reps quickly and easily.

The rule of thumb is that leads from target accounts need to go to the account rep that owns the account. The account owner has the deepest knowledge of the account and the highest chance to convert. Simply put, account based routing  has a positive impact on your bottom line.

With a more robust lead assignment solution to align with their account-based selling and marketing strategies, Alfresco was able to increase their close/won rate by 10%!

Enterprise hierarchy assignment is a no-brainer for account selling.

Imagine if you could automatically visualize all the related customer accounts including subsidiaries, and assign one strategic rep to the parent enterprise account?

You can and you should. Complete Hierarchies gives you the ability to automatically build and visualize complex account hierarchies, so that you’re able to route leads to the right rep no matter how complex the account structure.

Let’s say a new lead comes in from Hulu, but you’ve no idea that it’s a subsidiary of The Walt Disney Company. Chances are the same rep won’t be assigned the account if other go-to-market rules are in place.

Also, you’ve already given a discount to The Walt Disney Company, and this information is not available to the rep who gets the new lead. Account Hierarchies can be a trick up the sleeve when it comes to account-based assignment.

But what happens if a lead comes in and it’s not associated with any account or go-to-market territory?

Set Up A Sophisticated Round Robin

You’re leaving revenue on the table when you let leads sit and die without a timely response.

Native Salesforce just isn’t sophisticated enough to handle more complex round-robin criteria that’s required to keep your leads flowing when they hit a snag.  It’s limited and cumbersome to manage – major setbacks when it comes to your speed-to-lead.

For certain territories or situations, you may have multiple reps covering the territory or a catch-all queue for leads that don’t have enough information to assign properly.

In those cases, businesses often have someone dedicated to manually triaging and assigning leads. This is an incredibly time-consuming operational nightmare and a good way to tank your response times.

And with a lack of accountability, reps often cherry-pick the ideal leads and leave others to the crows.

To avoid these assignment pitfalls you need to push leads to a chosen pool of sales reps and evenly distributed to your sales team, giving everyone an equal opportunity to generate a sale. But you also need more flexible options.

Use sophisticated dynamic round-robin assignment to:

• Set sophisticated criteria like rep speciality or languages
• Use availability settings to ensure leads can be responded to immediately (e.g. office hours)
• Automatically notify reps when new leads are pushed through
• Enforce SLAs on response times to make sure leads are responded to as quickly as possible
• Pair with a rep response dashboard that gives you a complete view to help you monitor how fast a rep is following up with their round-robin leads

Weighted round-robin:

Give your best-performing reps more leads, and improve your overall chance at generating more pipeline. Based on:

• Performance
• On their speciality
• Any desired field

If you’ve found that reps have hit their max capacity for being able to manage any more leads, you can cap the number of records assigned to your team members in the round-robin.

Hit a snag? Re-route your leads:

If reps aren’t responding within their SLA, you can reroute the lead and assign it to someone who will respond. This helps prevent further roadblocks and keeps data flowing, even when there’s a bottleneck.

It’s typical for our team to get four to five requests a week to change territories for a user. Onboarding and offboarding now takes just a few minutes to run all our leads back through the system and automatically get reassigned. – Jim Maddison, Veracode

The ultimate speed-to-lead tactic to keep in your back pocket.

Go Beyond Leads, Assign Any Object

Just imagine that feeling you get if you could create assignment flow, beyond leads. It’s a whole new world.

Assign any object

Go beyond leads and create any assignment flow across any object. You can assign any record, update any field, and trigger any action.

It works similarly to the assignment flow you create for leads, so define your goals and determine your set of criteria for each particular object.

No more manual effort!

This presents endless opportunities to customize your assignment flows, resulting in streamlined processes and less manual administrative time spent manually sifting through information.

What Are You Waiting For?

It’s time to speed up and sell more. 

Speed is crucial, but there’s so much more than that underpinning your speed-to-lead. You need the flexibility to handle your go-to-market complexity and to keep your leads flowing to the right reps in real time.

When you’re scaling fast, you can’t afford to let good leads slip through the cracks.

Interested in hearing more?

We’re happy to talk you through how you can elevate your lead assignment rules in Salesforce, and dramatically improve your speed-to-lead game. Book a personalized demo with one of our experienced team members today.

Related Posts

• Account Hierarchies
• Account-Based Marketing
• Automated Account Hierarchies
• Lead Management
• Lead Routing
• Lead to Account Matching
• Sales performance
• Territory Management
• The Revenue Optimists

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• Speed To Lead
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Chapter 11 - Sales Cloud >

• Lead Assignment Rules in Salesforce
• What is Sales Cloud in Salesforce?
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What You’ll Learn

Effective lead management in Salesforce’s changing environment is essential for boosting sales. They are automated processes within Salesforce that determine how newly created leads are assigned to users or queues. Lead assignment rules in Salesforce are essential for making sure that leads are managed and dispersed in your company correctly.

This technical blog will walk readers through the nuances of Salesforce’s lead assignment rules, look at actual cases, and comprehend the significant advantages they provide.

What are Lead Assignment Rules?

Salesforce Lead Assignment Rules are used to automatically assign lead records to a particular user or queue based on different conditions. It can contain many rule entries that determine the assignee of a lead. Rule entry specifies the following:

• Sort Order, which determines the order of evaluation of rule entries.
• Entry criteria determine which rule entry the response will be sent through.
• Name of the user/queue to which the record should be assigned.
• An email template will be used to send the response.

We can create as many assignment rules as we want, but only one can be active at a time. “Don’t Reassign Owner” determines if the user whose process stack is in use becomes the owner of the rule entity or if it remains owned by its creator user.

Example Scenario

Source-Based Assignment –  Leads originating from the company’s website forms are assigned to the inside sales team. These leads are automatically directed to the relevant representatives based on the web form source, ensuring a quick response.

Territory-Based Assignment –  For leads generated from trade shows, assignment rules are configured to assign them to the field sales representatives responsible for the respective geographic territories. This ensures that local representatives handle leads effectively.

Round-Robin Assignment –  Marketing campaigns yield a large volume of leads. To distribute these leads equitably, the organization uses round-robin assignment rules. Leads are systematically rotated among the sales representatives, ensuring a fair distribution of opportunities.

How to Create Salesforce Lead Assignment Rules? 

Creating lead and case assignment rules in Salesforce is a relatively straightforward process. 

Step 1: After logging in, go to the horizontal navigation bar’s upper right corner and choose Setup.

Step 2: Type “assignment rules” into the Setup search box, then choose Lead Assignment Rules.

Step 3: To add a new assignment rule, select New.

Step 4 : Enter a name in the Rule Name box and Click Save when finished.

Step 5: To specify your rule criteria, click open your newly generated rule and choose New in the Rule Entries.

Here, the “Enter the rule entry” window requires you to enter an Order for your new rule (the Order is the order in which the entry is processed, like a queue).

Next, you need to determine whether your new rule is based on meeting a set of criteria or a formula. In the “Run this rule if the” dropdown box, select either “criteria are met” or “formula evaluates to true.”

Lastly, select the user or queue to whom your rule will assign your new lead (use the lookup feature to find specific users or a queue)

Step 6: After completing these steps, select Save.

Benefits of Lead Assignment Rules

Implementing lead assignment rules in Salesforce provides several key benefits:

• Leads are automatically routed to the most suitable representatives or teams, reducing manual assignment efforts.
• It is used to assign the owner to a lead record, which is stored from Web-to-Lead. But while creating lead records manually, the ‘Assign using active assignment rule’ option is visible, which lets the owner be assigned as per the criteria defined in the assignment rule. The owner will be the creator of the record.
• With source-based rules, organizations can ensure that leads are promptly attended to, resulting in faster response times and increased lead-to-opportunity conversion rates.
• Territory-based rules allow organizations to align leads with representatives who have in-depth knowledge of specific regions, increasing the chances of successful conversions.
• Round-robin assignment rules prevent the overload of leads on a single representative and ensure that all sales team members have an equitable opportunity to engage with potential customers.
• Automation reduces the likelihood of manual errors in lead assignment, ensuring that no lead is overlooked.

Lead assignment rules in Salesforce are potent tools for optimizing lead management. Whether it’s routing leads by their source, assigning them to the proper territory, or equitably distributing them among your sales team, these rules streamline the process and enhance efficiency.

By understanding the principles of lead assignment rules and harnessing their capabilities, organizations can ensure that no lead goes unattended, resulting in increased conversion rates and driving sales success.

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Free Lead Management & Tracking Software

Organize, prioritize, and engage prospects in one centralized platform with free lead management software.

Get full visibility into each lead’s journey with your business

Streamline automated lead assignments and follow-ups

Use custom criteria to automatically score and prioritize leads

Centralize lead management to boost conversions.

Stop wasting time tracking leads through disconnected tools and databases. With HubSpot’s lead management software, you have all your contact data in one place, so you can personalize prospect outreach without digging for details.

Easily access each lead’s history, including company information and a timeline of every touchpoint between the contact and your business. Automatically prioritize leads with custom scoring criteria, and grow your database with smart segmenting and nurturing features.

Get full context on every lead.

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Automatically score and prioritize leads.

Segment and nurture leads with data.

Streamline your lead management process.

Have questions? Give us a call and we'll walk you through it.

Related Resources

If you’re interested in lead management software, these related resources may help.

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Frequently Asked Questions

What is lead management.

Lead management is the strategy that sales teams use to understand which stages of the pipeline their deals are in. This  helps sales teams know whether a lead or prospect is on a path to closing. Many companies choose to use software that streamlines this process, leveraging automation to move leads through the sales process with workflows and targeted marketing.

With HubSpot’s lead management software, your team can eliminate manual lead tracking and replace it with a fully automated system. Instead of wasting time on manually triggering workflows and data entry, your team can use the platform to view all leads in one place and take action on them as needed.

What makes HubSpot’s lead management software popular?

Popular features of HubSpot ‘s lead management software include:

• Engage with your leads from within your CRM contact record
• Automatically update the lead record as soon as a call or email takes place
• Record all of your customer calls from within your browser and log them directly to the contact record
• Make use of templates and automation to make customer follow-up easy
• Understand performance at a macro and micro level with built-in team-wide analytics 
• Keep your database clean and tidy without cobbled data quality software

What’s the difference between lead management and pipeline management?

Both lead management and pipeline management are terms used in sales and marketing to refer to the activities involved in turning prospects into customers. However, there are some nuances that differentiate both terms: Lead management is a concept used to describe the process of capturing, managing, and tracking potential clients. This process includes lead generation marketing campaigns, lead scoring, and follow ups. 

Pipeline management refers to the process of managing the entire customer journey, from first-touch to check out. Pipeline management involves tracking prospects at each phase of the sales process. Data-driven pipeline management can help sales leaders identify roadblocks in their approach and capitalize on opportunities. HubSpot's Smart CRM includes free features to help you manage leads and take control of your sales pipeline.  

How much does HubSpot’s lead management software cost?

HubSpot’s lead management tools are is available in multiple HubSpot products , and you can get started with them for free. If you’re looking for more advanced features to help automate and scale your lead management, HubSpot also offers premium features in the Starter, Professional, and Enterprise editions of our products.

How much time does it take to implement lead management?

It depends on whether you’re already using a lead management system. If you need to undergo data migration or have a complex or large amount of data to move over, your implementation time may increase. On the other hand, most teams with a short sales cycle also have a very rapid implementation period for lead management software.

For companies that have never done any lead management, the implementation is seamless — the only thing you need to set up before getting started is access for your team and information about their specific roles.

Popular Features in HubSpot

Lead management software is available in multiple HubSpot products. Explore additional HubSpot features below.

Connect with your website visitors in real time to convert new leads, close more deals, and provide better customer support.

Add company and contact records with a single click, log sales activities automatically, and keep records up to date.

Complete sales activities, see detailed company and contact records, and view communication history in one place.

Automatically populate contact records with company details from our database of over 20 million businesses.

Add deals with a single click, assign tasks, and track progress in your dashboards.

Qualify leads, book meetings, provide customer support, and scale your one-to-one conversations.

Use live chat, team email, a Facebook Messenger integration, and an easy-to-use chatbot builder to have unlimited, personalized conversations at scale.

Connect your team email addresses to a universal inbox that makes collaboration more efficient.

Lead Distribution Software: 13 Top Tools for Routing Leads in 2024

You've got plenty of leads coming into your team's sales pipeline every week—but how smooth is your process to contact and convert these new leads?

The problem with having lots of inbound leads is that it’s easy to lose track of them. Unless you have an airtight process for routing those leads to a sales rep and getting the conversation started, you could be losing out on deals.

That’s probably why there’s a whole category of sales tools dedicated to this problem: lead distribution software.

Read on to learn more about:

• What is lead distribution & why should you use it?
• What should you look for in a lead distribution system?
• Top 7 dedicated lead distribution software options for SaaS companies
• Other sales tools that include lead distribution features

What is Lead Distribution Software & Why Should You Use It?

Lead distribution software connects the tool where new sales leads enter your radar with the tool where your reps are working day-to-day. It assigns new leads to the right rep, taking into account their availability, time zone, expertise, or other rules you set. The right lead distribution system syncs smoothly with the rest of your stack.

Here are 3 benefits can you expect from a lead distribution system:

• Saves your team time by automating lead assignment and routing
• Lowers friction for early-stage inbound leads
• Brings more conversations to your team

We’ve talked before about why SaaS companies should call every trial signup user within 5 minutes—simply put, that it can increase your chances of reaching a lead by 100x .

A lead distribution software is the basis for that lead management strategy. After all, unless someone on your team is assigned to that new lead, no one is going to call them.

If you’re considering this kind of system for your sales workflow, what should you look for?

What Should You Look for in a Lead Distribution System?

Each tool has its own specific strengths and unique features. Some come as part of an all-in-one solution with everything from landing page builders to lead capture forms and more. However, any self-respecting lead distribution software should include at least these 4 key aspects:

• Speedy syncs: Your inbound leads are hot at the moment they submit a form or sign up for a trial . Your lead distribution system should be updating at regular intervals to give your team new leads when they come in (not hours or days later).
• Rule-based lead routing: You know how to organize leads to best fit your salespeople's strengths. (That’s probably why you’ve been doing this manually until now.) So a good lead distribution system allows you to set specific rules so that the right leads go to the right reps. That could be based on availability, expertise, time zone, or other factors. Make sure the factors you use to assign new leads to your team are available in the lead distribution system you choose.
• Round-robin or random lead distribution: If you’re not so picky about how your leads are assigned, or if you just have your reps pick their own leads from the pool, then your ideal lead distribution software will include random lead routing or round-robin assignments. This eliminates the messy ‘lead pool’ and gives each rep a specific list of leads to reach out to.
• Easy integrations with your lead generation tools and CRM: Start your search by looking up integration partners of the tools you currently use. Since lead distribution revolves around the other tools in your stack, easy integrations are an absolute must.

Ready to see who the top players are?

Top 7 Dedicated Lead Distribution Software Options for SaaS Companies

The best lead distribution software options vary greatly in price range, capabilities, and integrations with CRMs and various lead capture tools. Let’s dig into these options and help you see which one is right for your team.

1. Chili Piper

Much more than a simple scheduling tool , Chili Piper is built for inbound automation and highlights its ability to distribute leads to the right teams and reps.

Their Distro tool is the star player here, allowing you to add the details of each lead as part of the criteria for distribution.

This is useful for sales teams that are separated into groups focusing on different industries, locations, or deal sizes.

Chili Piper also includes automated routing features in their Instant Booker tool, allowing SDRs to schedule a handoff meeting with the right AE.

The downside of Chili Piper is that it only integrates directly with Salesforce and HubSpot CRMs, but you can use Zapier to create workarounds for other CRMs.

Key features:

• Advanced lead distribution with very specific rules, plus easy calendar booking
• Speedy sync: Yes
• Rule-based lead routing: Yes
• Round-robin or random lead distribution: Yes
• Integrations: Salesforce, HubSpot, Marketo

Pricing: Starting at $15/month/user

Free trial: No

G2 rating: 4.7/5 ★

2. LeadAssign

Dedicated lead distribution system LeadAssign uses AI to learn how to match the right leads to the right reps over time. The platform is built for enterprise businesses with large, distributed sales teams or agents.

Also, the platform is built to reward salespeople for quick responses. When a new lead is delivered to a rep, they have to accept it within a certain amount of time—otherwise, the lead will get routed to someone else.

This hybrid approach allows leads to be routed to certain reps based on the criteria you set, such as location, availability, or even performance. But it also gives the option of rerouting that lead or opening it up to the team if the assigned rep doesn’t accept it in time.

• An AI-based hybrid lead distribution system for enterprise companies
• Integrations: Salesforce, HubSpot, Oracle, Microsoft Dynamics

Pricing: Starts at $695/month

G2 rating: 4.5/5 ★

3. Power Router

Built as a lead distribution tool for Salesforce, Power Router provides a drag-and-drop UI to build specific routing logic for your lead distribution plan.

This tool also highlights speed, giving reps a fixed amount of time to accept a new lead before it’s rerouted to someone else on the team. You can also set up schedules and even vacation time or holidays into the system for each rep, meaning leads will never be sent to a rep who’s not around.

Power Router works best for small to medium sales teams that are currently using Salesforce as their CRM.

• Drag-and-drop logic builder for lead routing
• Integrations: Native Salesforce app

G2 rating: 5/5 ★

4. Distribution Engine

Another native Salesforce application, Distribution Engine gives you distribution for sales leads, opportunities, and contacts.

Along with the usual routing criteria, this tool also allows you to add a weighting pattern to your lead distribution, adjusting the volume of leads by seniority. Leads can also be distributed based on lead source (e.g., specific web forms on landing pages where leads submit their information).

Lead routing is configured using tags on each rep, making sure the right leads are coming to the reps with the right expertise and knowledge to help them.

• Salesforce native lead distribution system for all

Pricing: $45/month/user

Free trial: Yes

5. LeadAngel

With the ability to route any object to the right rep, LeadAngel comes in with another drag-and-drop interface for building fast routing rules.

This lead distribution software offers round-robin, weighted, and segmented distribution, and also includes account-based assignment. This means new contacts from an existing account will automatically get directed to the rep who’s in charge of that account.

• Automatic account distribution to the correct rep
• Integrations: Salesforce, Oracle, HubSpot, Microsoft Dynamics

Pricing: Paid plans starting at $99 per company/month (first 6 months free)

6. LeadSquared

This marketing automation and sales execution system is mainly built for high-volume sales in edtech, healthtech, financial services, and other B2C verticals.

Their lead distribution features are built for large customer-facing teams and include easy routing for both new leads and current customers to the right team and agent. It also has a localization feature for field sales teams to match new leads to reps that are close by.

With a built-in mobile CRM, this platform is great for field sales reps and agents.

• A hyper-localized lead distribution system for field sales teams with a high volume of inbound leads
• Integrations: Salesforce, Microsoft Dynamics, Zendesk, Unbounce, Shopify + built-in mobile CRM

Pricing: Starts at $25/month/user

7. LeanData

One more native Salesforce app: LeanData is built to help you interpret and use the lead data that sits in Salesforce, building automated workflows for lead routing, lead to account matching, and ABM engagement.

Their lead distribution system gives you a drag-and-drop interface to build specific routing abilities. It’s also built to keep data clean as it enters the system by automatically checking new leads to see if the account already exists in your CRM software . If a match is found, the new lead is automatically converted to a contact and added to the existing account.

You’ll also see reports on leads that are being routed.

• Native Salesforce data app to help route new leads and clean up duplicate data as it enters the CRM
• Integrations: Native Salesforce app, Outreach, ZoomInfo

Pricing: Starting at $39/user/month

G2 rating: 4.6/5 ★

Sales Tools That Include Lead Distribution Features

There are plenty of dedicated lead distribution systems for SaaS companies, but many of them have the same limitations: They only work with certain CRMs.

Plus, adding another dedicated tool to your sales stack isn’t always the answer. (Remember, it’s easy to complicate your workflow—it’s harder to keep it simple.)

Here’s the thing: other tools in your stack might already offer all the distribution features you need!

Here are 6 popular sales tools that offer built-in lead distribution:

The be-all-end-all of automations and software connections, Zapier is a fantastic tool to link your lead generation software to your CRM and distribute leads to your team.

You can automatically import new leads from form builders and other lead generation tools , run them through a set of rules based on specific attributes, and end up with the new leads imported, cleaned up, and assigned to the right team members. With Zapier you can definitely build one of the most versatile lead management software solutions for your own needs.

Here’s an article from Zapier that explains step-by-step how to do this .

If Close is your CRM of choice (and we hope it is!) then you’re in luck: there’s a few simple ways to distribute the leads you’ve collected in Close.

First off, you can use Smart Views to create separate lead lists for certain reps in real-time.

For example, if one rep is assigned to leads in a certain geographic location, you can filter unassigned leads in that location. Then, create a saved Smart View, and bulk assign those leads to the right rep to follow up with via phone calls, emails, or SMS.

Another option for lead distribution in Close is to use Zapier. With the right zaps, you can set up both random and round-robin lead assignments. By setting up Groups in Close, you can specifically assign incoming leads or customers to the right team. All you need is your Close API key. For example, you could:

• Assign a new lead to the SDR team
• Round-robin assign the lead to an AE when the lead hits a particular opportunity status
• Randomly assign the lead to a customer success manager once they convert to a paying customer

Given that Close comes with native communication features built in, it's one of the best solutions for distributing inbound calls. The automatic call tracking minimizes the amount of manual data entry your reps have to perform too. If you want to get started with this in your Close account, check out our resources for setting this up (with pre-made Zap templates you can use):

→ Random lead assignment

→ Round-robin lead assignment

3. Salesforce

I bet you weren’t expecting to see this on the list.

After all, if Salesforce offers native lead distribution, why are there so many dedicated lead distribution tools in the Salesforce app marketplace?

Because it’s complicated. It involves creating complex coded lead assignment rules for every type of lead. That said, if you’re using Salesforce across the entire customer journey (including Pardot, Salesforce Einstein, and the Sales Cloud), the native system does give you the ability to create extremely narrow routing rules that can be useful if you need them.

If that’s what your team needs and you’re already a heavy Salesforce user, check out this Trailhead article to see how to set it all up.

4. SavvyCal

Sales scheduling tool SavvyCal comes with built-in tools for teams. This includes the ability to add the whole sales team to your SavvyCal account, include them as attendees in your scheduling link, and then select the Round Robin option.

Then, each time a new inbound lead schedules a meeting with your sales team, one of the teammates who is available at that time will be randomly assigned as the event organizer.

Plus, with the SavvyCal + Close native integration , a new booked meeting will trigger an automatic update in Close, meaning you'll see new inbound leads created and meetings added without touching anything. This is what our team uses, and we highly recommend this powerful integration to fast-paced startup sales teams.

TRY CLOSE + SAVVYCAL →

5. Calendly

Another favorite in the world of scheduling tools, Calendly also offers automated meeting assignments for lead distribution across your team.

You can assign meetings by availability, location, or even round-robin.

The best part is that Calendly natively integrates with lots of popular CRMs, and can connect to even more through Zapier.

Learn more about how to connect your Close account to Calendly for automated lead distribution across your team .

6. Insightly CRM

Insightly is a revenue generation tool that combines marketing, sales, and service to focus on building relationships.

It includes its own built-in CRM, and here you’ll find a built-in lead assignment rule builder on the Professional and Enterprise plans.

This allows you to assign leads as they come into the system, using criteria such as their location, contact information, employee count, and even your own custom fields. You can also create round robin lead assignment rules for easy automation.

Get Your Lead Distribution System Set Up With the Right Software

In this article, we’ve discussed the different types of lead distribution systems you can use to boost your sales team’s productivity.

Whether you use a dedicated lead distribution system or have found an option within your current tech stack , remember your goal—distributing leads to your sales team in record time, in a way that matches your organization's sales process.

When you can accomplish this, you’ll improve your reach rates, boost sales conversations, and ultimately close more deals.

Want to learn more about optimizing the flow of leads through your sales pipeline? Download our ultimate guide to managing a sales pipeline.

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There are a multitude of lead assignment systems, all of which can have an impact on lead throughput, lead conversion rates, team productivity and overall sales performance. Here we provide a short overview of the most popular systems. If you are involved in sales management, especially in a high-volume Salesforce Enterprise, you will hopefully appreciate the pros and cons of each system and be persuaded that, in order to achieve maximum team productivity and performance, an intelligent lead assignment system which deploys dynamic assignment rules is the only way to go.

Cherry-Picking – The Great Scourge

Perhaps the most basic lead assignment system of all is one which allows sales reps to choose which leads they will work on. In this situation reps tend to cherry-pick the best-looking leads. Often, the most experienced sales reps will dominate the process, cherry-picking the best leads for themselves.

Cherry-picking is the scourge of many a sales team. It can be de-motivating and often causes tension and disruption within a team. The problem is that the leads being cherry-picked are often the easiest to convert. The leads with the highest long-term potential are often left in the pack, getting colder by the minute. Cherry-picking has a devastating effect on productivity, performance and morale.

The Shark Tank – First Come First Served

Similar to cherry-picking, the difference being that with the shark tank method the system proactively notifies every sales rep when a new lead comes into the business. Then it’s simply a case of which rep moves fastest to “claim” the lead. Needless to say the most attractive looking leads will be claimed very quickly, whereas less attractive leads sit in queues, waiting to be claimed.

Round Robin Assignment Systems – Nice and Easy

Round robin is perhaps the simplest automated lead assignment system. Leads are assigned to reps one by one. It’s just like dealing cards around a poker table. The dealer deals to the left or right, everyone gets dealt one card in turn, then everyone gets another. Round robin can be effective in smaller teams.

But it’s very crude. Round robin distribution takes no account of the different skills, capabilities and capacities of each sales rep. So productivity and performance can quickly be undermined as some reps become overwhelmed whilst others are sat idle.

Weighted Round Robin – Factoring in Rep Capability

A weighting is assigned to each rep based on their skills, experience or capabilities. So if an inexperienced rep is deemed to be in over their heads when it is their “turn” to receive a lead, then that rep will skip their turn for that round or assignments

Dynamic Round Robin – Load-Balanced Lead Assignment

A dynamic round robin assignment system applies a bit more intelligence. A weight is now applied to each sales rep dynamically, based on real‑time information about the rep’s current workload and capacity. So if a rep is at or over capacity because they are dealing with one or more particularly complex assignments, or perhaps because there has been a sudden influx of leads, the next due assignment gives them a miss.

BEYOND ROUND ROBIN

Round robin distribution systems are a good place to start, but in high-volume Enterprise environments, the round-robin element becomes superfluous. In teams of 50 or more, there is a critical need for a more dynamic approach, in order to drive maximum productivity and performance.

Assign Leads to Best Available Agent

Sales reps have different skills and capabilities, be it product knowledge, experience or language. They also have different physical attributes, for example their location and equipment/tools at their disposal. An advanced assignment system can use assignment rules to factor all of that into the assignment decision-making process. By analyzing every lead as it comes into the business, and then making an instant decision on who is the best-qualified and available rep to process and (hopefully) convert that lead, productivity and performance can be dramatically improved.

Assign Leads to First Available Agent

In super-busy high volume environments, queues are the biggest scourge. A lead which is stuck in a queue is a lead which is going cold – fast. In these circumstances it can make sense to simply assign each and every lead to the first agent to become available. Or perhaps reps can be organised into teams or assignment groups which share similar skills, and then leads can be matched (i) to the most appropriate team and then (ii) to the first available rep in that team.

Match Leads to Previous Agent

Where a new lead has had a previous interaction with a sales rep, perhaps one which resulted in a sale, it may make sense to route that new lead to the same rep, so long as they are available. Developing relationships can be a key to success, so matching known prospects to familiar sales reps can boost conversion rates significantly.

Match Leads to Dedicated Account Manager

In the large Enterprise, many accounts will have nominated account managers, in which case it makes sense to route any new leads from that account to the dedicated account manager, so long as they have the capacity.

Match Leads to Account Team

Very large accounts often have a team of account managers including, perhaps, a sales executive, a senior account executive and perhaps even an account director. Under these circumstances caps, issues around queues and capacity can be overcome by routing new leads to the first or best available sales rep within that whole team.

Intelligent Lead Assignment Systems with Dynamic Rules

The Rolls Royce of lead assignment systems which incorporates the best elements of all of the above. A truly intelligent lead assignment system, ideally native to the Salesforce CRM platform, will assess the whole situation in real-time.  It will analyze lead attributes and then match to reps, teams or queues on any number of criteria, deploying weighting, caps, quotas and using automated load-balancing to maximize productivity and performance. Queues can be constantly monitored, again in real-time, and leads can be automatically reassigned if they have to wait too long or a better qualified rep becomes available. In high volume sales environments, where performance optimization is business critical, this is the way to go. Lead throughput can be maximized, productivity optimized and overall performance can go through the roof. It’s all about routing the right lead to the right rep at the right time. An intelligent lead assignment system, which utilizes dynamic assignment rules, can do just that.

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Salesforce Lead Assignment Rules: How To Manage The Salesforce Lead

You're busy, and managing leads in Salesforce is a pain. You want to use the system but there's just too many hoops to jump through. This blog post will help you understand how salesforce lead assignment rules work and show you how they can make your life easier when assigning leads in Salesforce.

Lead assignment is a critical function in any sales organization and it has been our experience that many companies are not following these simple rules due to lack of understanding or poor training. 

We hope to help you avoid these mistakes by sharing some of the most common mistakes made when assigning leads in Salesforce with you.

What Are Salesforce Lead Assignment Rules

Salesforce lead assignment rules allow a user to specify rules that pick up a specific value from a custom object and assign it to the Contact Manager field of the Lead.

Lead assignment rules are created based on your business requirements, for example: If a prospect fills out an interest form or email marketing survey , you can automatically add their information as Leads in Salesforce, which makes them available for sales reps to follow up with.

Or maybe your company is growing rapidly and you need opportunities to be auto-assigned every time one is updated by an internal team member. In all these cases, lead assignment rules come in handy .

A lead assignment rule can be executed when a custom object record has been created, updated or deleted. It starts with a trigger and ends with an assignment rule.

For example: whenever a user updates the 'Lead Status' field on the 'Opportunity' object, update or delete (depending upon whether Lead Status is set to Closed/Lost or Reopened) the associated Contact record on the 'Cust Team' custom object.

To create this Lead Assignment Rule

• Navigate to Setup
• Leads  and click on New Assignment Rule. Give your lead assignment rule a name and select Sub Object as Opportunity then choose Trigger as Updated Opportunity Status.
• Leave Conditions as Blank and click Save.

The moment you save the lead assignment rules, Salesforce creates a picklist of Available Values with two options – Yes and No.

This is because a lead assignment rule can either create or update a record on another object, depending on the condition that you set.

Now, let's say you want to automatically create a new Lead record whenever the 'Lead Status' field on the 'Opportunity' object is set to Closed/Lost. To do this, we'll need to add an Assignment Rule. Select Assignment Rule as New Lead and choose the action as Create.

Under Object Type , select Lead and under Field Name , select Status . Leave Conditions blank and click Save .

You've now created a lead assignment rule that will automatically create a new Lead record whenever the 'Lead Status' field on the 'Opportunity' object is set to Closed/Lost.

But wait, this rule will create Leads for Closed/Lost Opportunities only. What if you also wanted to automatically create a lead whenever the Status is set to Reopened? 

Well, all you need to do is add another Assignment Rule and choose both rules as New Lead . Select the action Create under the object Salesforce creates a picklist with three options – Yes , No , and No Match. This signifies that it will either update or create records depending upon its conditions.

To edit an existing assignment rule, follow these steps:

• ‍ Navigate to Setup | Customize | Leads | Assignment Rules. The Assignment Rules page displays all of your existing rules together. You can filter this list by selecting a particular object, such as Accounts or Contacts, and then clicking on the Edit button.
• ‍ The Rule Details page for the selected rule displays. This page enables you to edit the rule's name, description, and conditions. You can also specify which objects the rule applies to, what type of action to take (such as Create or Update), and which fields on those objects to use.
• When you're finished editing, click Save.

You can also delete a lead assignment rule by following these steps:

• ‍ Navigate to Setup | Customize | Leads | Assignment Rules. The Assignment Rules page displays all of your existing rules together. You can filter this list by selecting a particular object, such as Accounts or Contacts, and then clicking on the Delete button.
• ‍ The Rule Details page for the selected rule displays . This page provides information about the rule, including the rule's name, description, and conditions.
• ‍ Click Delete to remove the rule from Salesforce. There are many different ways to use lead assignment rules in Salesforce. By creating rules that automatically update or create records on other objects, you can save time and ensure that your data is always up-to-date.

The Seven Rules Of Compliance: Salesforce Lead Assignment Policy

Now that we have covered the basics of Lead Assignment Policy, it's time to get into the specifics. Below are the seven rules of compliance for Salesforce Lead Assignment rules:

Rule 1: All leads must be assigned to a user. 

This is a basic rule and should go without saying. All leads must be assigned to a user in order for them to be worked. If you're not sure who should receive a lead, consult your company's sales process and procedures.

Rule 2: Leads must be assigned in a timely manner.

Leads should be assigned as soon as they are created in order to ensure that they are worked promptly. 

However, there may be cases where a lead expires before it has any activity. In these cases, you can either let the lead expire or reassign it to another user who may work it later on.

Rule 3: A user cannot belong to more than one owner-recipient pair in a single Salesforce organization.

A lead must be owned by one person, but that same lead can be assigned to one or more users within your team using owner-recipient pairs. 

However, no single user should appear in multiple owner-recipient relationship fields for different leads in your database. If this happens, then all recipients will receive every opportunity created from every new lead that's assigned to the problematic user! 

To avoid this, create a new lead assignment policy with the problematic user excluded. Then, create a new lead assignment policy without the problematic user and re-assign all of your leads to the appropriate users using owner-recipient pairs.

Rule 4: A user cannot be a recipient in more than one owner-recipient pair within a single Salesforce organization.

As shown by Rule 3 above, you can have an owner for a lead as well as multiple recipients on that same lead record. However, no single user should appear as both an owner and a recipient on different leads that are under the same qualifying rules. 

If this happens, then all of those leads will route directly to your Salesforce Inbox ! To avoid this, simply create a new lead assignment policy with the problematic user excluded and re-assign all of your leads to the appropriate users using owner-recipient pairs.

Rule 5: A recipient cannot be a member of more than one owner-recipient pair in a single Salesforce organization.

This is another rule that should go without saying, but just like Rules 3 and 4 above, it's important to ensure that you're not setting up multiple recipient relationships for the same user within your Salesforce instance. 

To avoid this problem, simply create a new lead assignment policy with the problematic user excluded and re-assign all of your leads to the appropriate users using owner-recipient pairs.

Rule 6: Recipients must own at least one opportunity to be considered valid.

If you're looking for the most basic rule to begin with, this is it. If recipients are not set up to own one or more opportunities, then they won't have any activities in Salesforce automatically created for them when a lead is assigned. 

This means that Leads will need to route directly into your Salesforce Inbox until you either create some activities for your team or manually assign the lead back to the original owner. 

To avoid this problem, simply create a new lead assignment policy with all of your existing recipients included and re-assign all of your leads accordingly!

Rule 7: You cannot add existing users as recipients if their user records contain fields that are incompatible with assignment policy criteria.

There may be one or more cases where you have users who are already in your system but are not set up to receive leads through your lead assignment policy. 

If you try to add these users as recipients for this newly created rule, then their accounts will show up in red because they won't meet the criteria defined in the assignment policy's qualifications field. 

To fix this problem, simply create a new lead assignment policy by including existing recipients in your Salesforce instance. Then, re-assign all of your leads accordingly!

What Are The Drawbacks Of Using Salesforce Lead Assignment Rules?

Lead Assignment rules are an extremely powerful tool inside Salesforce. They enable business users to control who can view and respond to leads, while also streamlining workflows and ensuring that important leads aren't being ignored.

However, as with all features in Salesforce, there are several drawbacks or limitations that need to be taken into account when a lead assignment rule is put into use:

• A lead has to meet the criteria of all lead assignment rules assigned to it, which might not always be possible. Imagine a Business Development Manager using a Lead Assignment Rule so they receive all high priority leads from two queues - one for new accounts and one for existing customers. But what if the lead doesn't have an account? In this case both queues would be evaluated, even though the lead should only go to one of them.
• Rules can be time consuming and complex to set up. The business user has to have a good understanding of how the rule works in order to create it.
• Rules can be overridden by other users if they have access to the lead. This means that although the Lead Assignment Rule was supposed to ensure that a specific person received the lead, it could end up going to someone else if they're faster at responding or have more seniority.

Overall, Lead Assignment Rules are an extremely valuable tool for controlling workflows and ensuring that important leads don't fall through the cracks. 

However, it's important to be aware of the drawbacks and limitations when using them in order to make sure they're being implemented in the most effective way possible.

Salesforce Lead Assignment Rules are an extremely powerful tool inside Salesforce. They enable business users to control who can view and respond to leads, while also streamlining workflows and ensuring that important leads aren't being ignored.

Himangi Lohar

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Capture leads from all sources – website, Facebook, Google, lead providers, referrals – onto one platform with zero leakage.

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Easily track and distribute leads between your teams based on requirements or other dynamic criteria.

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Lead profiles

Know your leads:

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Track activities

Understand the interactions the lead has with your people and brand assets.

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Use this lead tracking information to intervene if necessary and reduce the sales cycle.

Find leads in one click

Use advanced filters to find leads based on:

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Are you juggling with multiple leads from the same company? The account management tool in LeadSquared’s lead management system simplifies it for you. It maps all the leads with the same organization name (can be extracted automatically via email domain) into one account. Making it easy for sales managers to track the follow-up activities with the right POC.

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Distribute leads

Assign leads to your team based on a round-robin manner or:

• Requirements posted by leads
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Manage people and process

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• Allow lead access for a definite time
• Transfer the lead to another rep if the current rep isn’t able to build rapport with them

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Easily manage multiple products, processes, teams, and sales workflows in one place.  

• Capture upsell/cross-sell signals (Like ad clicks, website page visits) 
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• Avoid duplicate lead creation

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If the lead isn’t ready to buy your product/service yet, nurture them till they’re ready. 

Manage lists

Create dynamic lists:

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Send targeted content to these lists with a gentle nudge to try your product/service.

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LeadSquared’s lead management system has just the right tools to run a successful sales and marketing campaign.

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Unlike other lead management solutions, we have just the right tools to help you get going from DAY 1! 

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What is a lead management system?

A lead management system is a software to track and manage leads throughout the sales funnel. It typically includes lead capture, qualification, scoring, nurturing, and distribution modules. It helps businesses improve their sales process, increase conversion rates, and generate more revenue.

How to manage sales leads

Here are the steps on how to manage sales leads:

• Define your lead qualification criteria
• Set up a lead management system
• Capture leads from all sources
• Define criteria to qualify leads and set up your lead management software for it
• Assign leads to the right sales team members
• Nurture leads with relevant content
• Track sales activities on qualified leads.

By responding to leads within 5-10 minutes of inquiry and personalizing communication, you can increase the chances of conversion to a great extent

What is lead in sales management?

In sales, a lead is a person interested in your product/service, is actively looking for it in the market, and has a budget to buy it.

What is the cost of a lead management system?

It depends on the features and service providers. To give you an idea, a simple lead management system, like LeadSquared, costs about INR 1250 per user per month

What is lead management in CRM? Is lead management part of CRM?

CRM software helps manage relationships with customers. However, as you may know, the customer journey starts much before they buy your product/service. Precisely, from the time they came to know about you or dropped a business inquiry. That is, when they are just a lead . That’s why lead management is an important part of a CRM system. Lead management in CRM covers activities like lead capture, assignment, nurturing, follow-ups, etc.—until they become a paying customer.

Which is the best lead follow-up software?

LeadSquared’s lead management system is the best lead follow-up software. It lets you create follow-up sequences over email, text messages, WhatsApp, and chats to follow-up with your prospects.

Which software is used to organize leads?

A lead management system is the dedicated software used to organize leads.

What are the benefits of lead management software?

A good lead management software ensures:

• Leads are captured from all channels
• Higher sales productivity and efficiency
• Smooth sales processes
• Personalized interactions
• Automated routine and redundant tasks

What are the features of a lead management system?

The following are some of the key features of a lead management system:

• Lead capture from different sales and marketing channels.
• Lead qualification based on defined customer profile.
• Sending leads relevant content and information (nurturing).
• Lead scoring to help companies prioritize their sales efforts.
• Lead distribution to assign leads to the right sales team members based on their expertise and availability.
• Calling facility with built-in dialers. Tracking calls for training and quality purposes.
• Reporting to track important sales KPIs.
• Automation of sales processes to save time and reduce errors.
• Collaboration to allow sales and marketing teams to access up-to-date lead information.
• Integrations with other tools like email marketing, social media management, telephony platforms, etc.
• Mobile app to allow remote access to the lead management system.
• Security mechanisms to protect sensitive customer data.

Can you place a call from your lead management CRM?

Yes, LeadSquared offers Lead management CRM with a calling facility.

Which is the best lead management system for enterprises?

Trusted by leading organizations like AmazonPay, Kotak Securities, NIIT, Manipal Hospitals, and many others, LeadSquared is the best lead management system for enterprises.

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Understand record distribution in assignment rules

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In Dynamics 365 Sales, assignment rules automatically distribute, or assign, new and updated leads, opportunities, and insights to your sales team. The automated process saves you time and effort and optimizes the workload across your sales team.

Assignment rules can distribute these records in either of two ways: round robin or load balancing.

• In round robin distribution , the primary consideration is when sellers were last assigned a record.
• In load balancing distribution , the primary consideration is their capacity, or how many active records they're working on.

Depending on its definition, a rule that prioritizes load balancing might still use round robin criteria to assign records to sellers.

It's important to understand both the differences between them and how other criteria—like your sellers' workload and schedules—affect how records are assigned.

Segments and assignment rules are part of the work assignment feature. Work assignment is available in sales accelerator version 9.1.23074.10021 and is rolling out in phases in different regions. Learn more about work assignment .

Round robin distribution

Round robin assignment distributes a new or updated record fairly among the sellers who meet the rule's criteria. It gives the record to the seller who's waited the longest for a new lead, opportunity, or insight, including records that were assigned manually or by an add-in.

Let's look at an example to understand round robin distribution.

A lead comes into the system at 1:33 PM. Based on the selection criteria that are defined in the assignment rule, three sellers can potentially work on the lead:

Miriam's last assignment is earlier than Sanjay's and Susana's. She's been waiting longest, so the lead is assigned to her and her last assignment time is updated.

Another lead comes into the system at 1:50 PM. This time, only Miriam and Sanjay have the required attributes to work on it:

But this time, Sanjay has been waiting longer than Miriam. Sanjay gets the lead.

Load balancing distribution

Load balancing assignment finds the sellers who meet the rule's criteria and gives the record to the one who can take on more work. This method makes sure that all salespeople have a fair share of work and reduces uneven workloads.

Let's look at an example to understand load balancing distribution.

A lead comes into the system. Based on the selection criteria that are defined in the assignment rule, three sellers can potentially work on the lead:

Susana can handle more work right now than Miriam or Sanjay. Susana gets the lead, and her available capacity is now 14.

Continuing with this example, let's assume that Miriam, Sanjay, and Susana can all potentially work on the next few incoming leads.

Two new leads come into the system. Susana still has the most available capacity, so the leads are assigned to her. Afterward, their available capacity looks like this:

One more lead comes into the system. Sanjay and Susana are equally available. Susana got a lead more recently, so the new one is assigned to Sanjay based on round robin criteria. Now their available capacity looks like this:

Miriam closes three leads, increasing her available capacity to 13. A new lead comes into the system. Miriam now has the most capacity, so it's assigned to her.

Other distribution criteria

Assignment rules prioritize fairness in different ways depending on whether you select round robin or load balancing distribution. But fairness isn't the only consideration when records need to be assigned. They can also consider whether sellers are available to take on more work—that is, sellers' workload and work schedule.

Consider seller workload

In your assignment rule definitions, you can select Assign record type based on seller capacity . This option distributes records only to sellers who have the capacity to work on them. If no one does, the records are left unassigned.

Let's look again at our sales team, a little later on the same day.

A new lead comes into the system. Based on the selection criteria that are defined in the assignment rule, four sellers can potentially work on it:

With round robin distribution alone, Miriam would get the lead because she's been waiting longer for an assignment than the others. However, you told the rule to Assign leads based on seller capacity , and Miriam's available capacity right now is –2. Sanjay has been waiting next longest, but his available capacity is 0. The lead goes to Susana.

If no seller who met the criteria had available capacity greater than zero, the lead would be left unassigned.

Consider seller work schedule

In your assignment rule definitions, you can select Assign if a seller is available within N hours , where N is a whole number from 1 to 120. This option distributes records only to sellers whose work schedule shows they're available within the time you select. If no one is, the records are left unassigned. Learn how to set sellers' availability .

The rule considers matched sellers first by assignment priority (load balancing or round robin) and then by who is available, from now up to the maximum time allowed.

As shown in the following diagram, matched sellers are divided into six buckets of 24 hours each based on their work schedules. If no sellers fall in the first bucket, round robin distribution supersedes load balancing even if load balancing distribution is prioritized. The rule continues to evaluate the buckets from top to bottom. When it encounters a nonempty bucket, the rule assigns the lead to the sellers in the bucket based on round robin criteria.

Let's look at an example to understand how sellers' work schedules affect the assignment of records.

In your assignment rules, you prioritize round robin distribution and set a time limit of 48 hours.

A new lead comes into the system on a Friday evening from an inquiry form on your website. Several sellers meet the criteria of an assignment rule, but none of them are working now. Next, the rule considers matching sellers who are available within the next 24 hours. That day is Saturday. Ordinarily, Sanjay would be working, but his calendar says he's on vacation. No other sellers are available, so the rule looks at the next 24 hours. No one is working on Sunday either. The rule has reached the limit of 48 hours, so the lead is left unassigned. If the time limit had been 60 hours, the lead would have been assigned to the first seller who was available on Monday morning.

Let's look at a few more examples in detail to understand how seller availability and workload affect round robin and load balancing distribution. We'll use the following notation for a seller's availability at the time of routing:

• 0D - Currently available
• 1D - Earliest available within 24 hours
• 2D - Earliest available from 24 to 48 hours
• 3D - Earliest available from 48 to 72 hours
• 4D - Earliest available from 72 to 96 hours
• 5D - Earliest available from 96 to 120 hours

Example 1: Round robin, consider seller availability only

The rule matched the following sellers:

Two sellers, Vivek and Sal, are available first. Vivek got a lead more recently than Sal, so the rule distributes the lead to Sal.

The next leads to come in are assigned to Vivek, then to Sal, and so on, until the availability of the matched sellers changes. The sellers' capacity isn't a consideration.

Example 2: Load balancing, consider seller availability only

Again, the rule matched the following sellers:

Again, Vivek and Sal are available first. This time, Vivek has the higher capacity, so the rule distributes the lead to him.

The next leads to come in are assigned to Vivek until his capacity falls below Sal's. Following leads go to Sal until his capacity falls below Vivek's, and so on, until the availability of the matched sellers changes. In this scenario, the sellers' capacity isn't a consideration. Vivek's and Sal's capacity can fall below zero as long as they're available before the others.

Example 3: Load balancing, consider seller availability and capacity

Once again, the rule matched the following sellers:

Because Assign leads based on seller capacity has been selected in the assignment rule definition, the rule ignores Vivek and Sal even though they're available first. That leaves Burt, Maya, and Maria:

Burt and Maya are available before Maria, so Maria is dropped from consideration:

The rule is configured to prioritize load balancing. However, load balancing distribution only works with sellers who are available at the time of routing. Because Burt and Maya aren't available now, the rule uses round robin criteria instead.

With capacity no longer a consideration, the rule considers who's been waiting for a lead longer:

The rule assigns the lead to Maya. The next leads to come in are assigned to Burt, then to Maya, and so on, until the availability of the matched sellers changes.

• Create and activate an assignment rule
• Set capacity for sellers

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Assignment rules allow you to automatically apply criteria to sort, queue, or act on leads. For example, use assignment rules to automatically assign leads to the lead inbox queue for Partner Central.

Required Editions

For lead distribution, use assignment rules to define the criteria by which you want to distribute your leads, such as partner tier, geography, or specialization.

• From Setup, enter Leads in the Quick Find box, then select Lead Assignment Rules .
• Create a lead assignment rule, let’s call this All Channel Sales Leads.
• Create rules to filter leads by record field values or user criteria and assign them to the lead inbox queue. You can also create rules to directly assign leads to partner users.
• To send an email notification when a lead is assigned to the queue, select an email template. You can also create custom templates for partner email notifications .

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