CRM
Lead Routing
Lead routing is the automated process of distributing incoming leads to the appropriate sales representative or team based on predefined criteria such as territory, company size, product interest, or lead score. Effective routing reduces response time and increases conversion rates.
Examples
A B2B company routes enterprise leads to senior account executives by company size, while SMB leads are assigned round-robin to the inside sales team based on availability.
Best Practices
Route leads within minutes of capture, use a combination of criteria for accurate assignment, build in automatic escalation for stale leads, and regularly audit routing accuracy.