Inbound Lead Routing Rules

Lead routing determines which rep gets which lead. Bad routing means slow response (lead goes to a rep who's in a meeting), wrong context (enterprise lead goes to an SMB rep), or conflict (two reps claim the same account). Good routing is invisible. The right rep gets the right lead instantly and nobody thinks about it.

The principle: route on the fewest rules possible that produce correct assignments. Every rule adds complexity, edge cases, and maintenance. Start simple. Add rules only when misrouting creates measurable problems.

The Routing Decision Tree

Every inbound lead runs through this logic in order. First match wins.