What is lead routing?
Lead routing is the process of assigning each new lead to the right salesperson or team, usually by rules based on location, product interest, company size, or workload. Good routing gets leads to the right person quickly.
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Common routing methods
Round robin passes leads to team members in turn. Rules-based routing assigns by territory, industry, product, or account size.
Many teams combine methods, such as routing by territory and then rotating among the people in it.
Why routing matters
A lead that sits unassigned goes cold. Automatic routing removes the delay and makes sure someone owns every lead, which supports speed to lead.
Setting up routing rules
Start with the few facts that really determine the right owner. Add a backup so unmatched leads don't get stuck, and set an expected response time that you review regularly.
Common questions
What is round robin lead routing?
It assigns each new lead to the next person on a list, in order, so everyone gets a similar share. It's simple and fair, though it ignores skill or territory unless you add rules.
How is lead routing different from lead scoring?
Lead scoring rates how promising a lead is. Lead routing decides who will handle it. A score can be one of the inputs to a routing rule.
Can lead routing be automated?
Yes. CRMs and marketing automation tools can assign leads the moment they arrive, using the rules you set.
What happens if a lead isn't picked up?
Many teams set a time limit, after which the lead is reassigned or escalated. That keeps leads from going untouched.
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