Define the routing objective
Routing isn’t just “who gets the lead.” It’s a policy that encodes your commercial priorities: speed-to-lead, match quality, and capacity.
- High intent should go to the fastest path (often the SDR team).
- Enterprise should route to the best-fit reps (territory + industry).
- Low intent should enter nurture with clear re-qualification triggers.
Use a small scoring model you can trust
Avoid complicated scores no one believes. Start with a few attributes that predict conversion, and expand only when validated.
Firmographic signals
Industry, employee count, revenue band, region, tech stack.
Intent signals
Demo request, pricing page views, inbound keywords, returning sessions.
Set a response-time SLA and enforce it
The easiest velocity win is speed-to-lead. Commit to a realistic SLA and track it per source and owner.
- Define SLA tiers (e.g., < 10 minutes for demos, < 2 hours for trials).
- Automate assignment and notifications in your CRM.
- Escalate if untouched (reassign, alert manager, or auto-follow-up).
Measure routing quality, not just volume
The goal is not “more leads processed.” It’s “more qualified conversations.” Track outcomes by bucket.
- Meeting set rate by tier
- Show rate and time-to-first-touch
- Opportunity creation rate and cycle time
Need help fixing your routing?
We’ll map your lifecycle stages, build routing logic, and align SLAs across marketing and sales.
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