RevOps & CRM

Lead Routing

Also: Lead Assignment

The rules and automation that send each incoming lead to the right person or team quickly, so nothing sits unworked.

Why it matters

Speed and accuracy of routing directly affect conversion: a lead sent to the wrong rep or left waiting goes cold fast, wasting the demand you paid to create.

What good looks like

Effective lead routing assigns leads to the right owner automatically and fast, by clear rules (territory, segment, account ownership), with no leads falling through the cracks.

Related terms

Lead-to-Account MatchingSales and Marketing SLACRMLead Handoff
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