1# Lead Routing Rules
2 
3Decision trees, platform-specific configurations, territory routing, ABM routing, and speed-to-lead benchmarks.
4 
5## Routing Decision Tree
6 
7Use this template to map your routing logic:
8 
9```
10New Lead Arrives
11│
12├─ Is this a named/target account?
13│  ├─ YES → Route to assigned account owner
14│  └─ NO ↓
15│
16├─ Is ACV likely > $50K? (based on company size + industry)
17│  ├─ YES → Route to enterprise AE team
18│  └─ NO ↓
19│
20├─ Is this a PLG signup with team usage?
21│  ├─ YES → Route to PLG sales specialist
22│  └─ NO ↓
23│
24├─ Does lead match a territory?
25│  ├─ YES → Route to territory owner
26│  └─ NO ↓
27│
28└─ Default: Round-robin across available reps
29   └─ If no rep available: Assign to team queue with 1-hour SLA
30```
31 
32Customize this tree for your business. The key principle: **route to the most specific match first, fall back to general.**
33 
34---
35 
36## Round-Robin Configuration
37 
38### Basic Round-Robin Rules
39 
401. Distribute leads evenly across eligible reps
412. Skip reps who are on PTO, at capacity, or have a full pipeline
423. Weight by quota attainment (reps below quota get slight priority)
434. Reset distribution count weekly or monthly
445. Log every assignment for auditing
45 
46### HubSpot Round-Robin Setup
47 
48**Using HubSpot's rotation tool:**
49- Navigate to Automation → Workflows
50- Trigger: Contact property "Lifecycle Stage" equals "MQL"
51- Action: Rotate contact owner among selected users
52- Options: Even distribution, skip unavailable owners
53- Add delay + task creation after assignment
54 
55**Custom rotation with workflows:**
561. Create a custom property "Rotation Counter" (number)
572. Workflow trigger: New MQL created
583. Branch by rotation counter value (0, 1, 2... for each rep)
594. Set contact owner to corresponding rep
605. Increment counter (reset at max)
616. Create follow-up task with SLA deadline
62 
63### Salesforce Round-Robin Setup
64 
65**Using Lead Assignment Rules:**
661. Setup → Feature Settings → Marketing → Lead Assignment Rules
672. Create rule entries in priority order (most specific first)
683. For round-robin: Use assignment rule + custom logic
69 
70**Using Flow for advanced routing:**
711. Create a Record-Triggered Flow on Lead creation
722. Get Records: Query a custom "Rep Queue" object for next available rep
733. Decision element: Check rep availability, capacity, territory
744. Update Records: Assign lead owner
755. Create Task: Follow-up task with SLA
766. Update "Rep Queue" to track last assignment
77 
78---
79 
80## Territory Routing
81 
82### By Geography
83 
84| Territory | Regions | Assigned Team |
85|-----------|---------|---------------|
86| West | CA, WA, OR, NV, AZ, UT, CO, HI | Team West |
87| Central | TX, IL, MN, MO, OH, MI, WI, IN | Team Central |
88| East | NY, MA, PA, NJ, CT, VA, FL, GA | Team East |
89| International | All non-US | International team |
90 
91### By Company Size
92 
93| Segment | Company Size | Team |
94|---------|-------------|------|
95| SMB | 1-50 employees | Inside sales |
96| Mid-market | 51-500 employees | Mid-market AEs |
97| Enterprise | 501-5000 employees | Enterprise AEs |
98| Strategic | 5000+ employees | Strategic account team |
99 
100### By Industry
101 
102| Vertical | Industries | Specialist |
103|----------|-----------|------------|
104| Tech | SaaS, IT services, hardware | Tech vertical rep |
105| Financial | Banking, insurance, fintech | Financial vertical rep |
106| Healthcare | Hospitals, pharma, healthtech | Healthcare vertical rep |
107| General | All others | General pool (round-robin) |
108 
109### Hybrid Territory Model
110 
111Combine multiple dimensions for precision:
112 
113```
114Lead arrives
115├─ Company size > 1000?
116│  ├─ YES → Enterprise team
117│  │  └─ Sub-route by geography
118│  └─ NO ↓
119├─ Industry = Healthcare or Financial?
120│  ├─ YES → Vertical specialist
121│  └─ NO ↓
122└─ Round-robin across general pool
123   └─ Weighted by geography preference
124```
125 
126---
127 
128## Named Account / ABM Routing
129 
130### Setup
131 
1321. **Define target account list** (typically 50-500 accounts)
1332. **Assign account owners** in CRM (1 rep per account)
1343. **Match logic:** Any lead from a target account domain routes to account owner
1354. **Matching rules:**
136   - Email domain match (primary)
137   - Company name fuzzy match (secondary, requires manual review)
138   - IP-to-company resolution (tertiary, for anonymous visitors)
139 
140### ABM Routing Rules
141 
142| Tier | Account Type | Routing | Response SLA |
143|------|-------------|---------|--------------|
144| Tier 1 | Top 20 strategic accounts | Named owner, instant alert | 1 hour |
145| Tier 2 | Top 100 target accounts | Named owner, standard alert | 4 hours |
146| Tier 3 | Target industry / size match | Territory or round-robin | Same business day |
147 
148### Multi-Contact Handling
149 
150When multiple contacts from the same account engage:
151- Route all contacts to the **same account owner**
152- Notify the owner of new contacts entering
153- Track account-level engagement score (sum of all contacts)
154- Trigger "buying committee" alert when 3+ contacts from one account engage
155 
156---
157 
158## Speed-to-Lead Data
159 
160### Response Time Impact on Conversion
161 
162| Response Time | Relative Qualification Rate | Notes |
163|---------------|---------------------------|-------|
164| Under 5 minutes | **21x** more likely to qualify | Gold standard |
165| 5-10 minutes | 10x more likely | Still strong |
166| 10-30 minutes | 4x more likely | Acceptable for most |
167| 30 min - 1 hour | 2x more likely | Below best practice |
168| 1-24 hours | Baseline | Industry average |
169| 24+ hours | 60% lower than baseline | Lead is effectively cold |
170 
171Source: Lead Connect, InsideSales.com
172 
173### Implementing Speed-to-Lead
174 
1751. **Instant notification** — Push notification + email to rep on MQL creation
1762. **Auto-task with timer** — Create task with 5-minute SLA countdown
1773. **Escalation chain:**
178   - 5 min: Original rep alerted
179   - 15 min: Backup rep alerted
180   - 30 min: Manager alerted
181   - 1 hour: Lead reassigned to next available rep
1824. **Measure and report** — Track actual response times weekly; recognize fast responders
183 
184### Speed-to-Lead Automation
185 
186**Trigger:** New MQL created
187**Actions:**
1881. Assign to rep via routing rules (instant)
1892. Send push notification + email to rep
1903. Create task: "Contact [Lead Name] — 5 min SLA"
1914. Start SLA timer
1925. If no activity logged in 15 min → alert backup rep
1936. If no activity in 30 min → alert manager
1947. If no activity in 60 min → reassign via round-robin
195 
196### Measuring Speed-to-Lead
197 
198Track these metrics weekly:
199- **Average time to first contact** (from MQL creation to first call/email)
200- **Median time to first contact** (less skewed by outliers)
201- **% of leads contacted within SLA** (target: 90%+)
202- **Contact rate by time of day** (identify coverage gaps)
203- **Conversion rate by response time** (prove the ROI of speed)
204