Lead Routing
Getting the right lead to the right rep, instantly.
Workflow
Step 1Territory Def
ObjectiveDefine who owns what.
InputTerritories
OutputTerritory map
Key activities
Define territory and ownership rules
Decision points
Who owns this lead?
Tools: CRMRoles: RevOps · sales
Success: Territories clear
Quality gate: Go: clear. Loop back: overlap.
Why it matters
- Speed-to-lead is a competitive weapon. A lead that waits a day is a cold lead. Routing is the plumbing that makes speed possible.
Best practices
- Route on qualification, not just round-robin.
- Define ownership rules before the spike arrives.
- Track acceptance and re-route dead leads.
- Keep assignment logic visible and reviewable.
Common mistakes
- Round-robin that ignores fit.
- Leads sitting in a queue with no owner.
- Rules so complex nobody can explain them.
Key questions
- Who should own this lead and why?
- How fast does a lead get a first touch?
Agents that drive this
Qualifier
Tools we use · alternates in [ ]
HubSpot[ Salesforce, Pipedrive, Attio ]n8n[ Zapier, Make, Airflow ]