Sales EncyclopediaL

Lead Routing

Lead routing is a process that automatically distributes leads to individual sales reps within a sales team—or, in larger organizations with different sales approaches, to other sales teams. It helps to ensure that the most appropriate person or team handles each lead. 

Lead routing is essential for maximizing the effectiveness of sales reps or teams and improving the overall chance of converting them into paying customers. Effective lead routing will account for various factors, such as:

  • Sales rep or team expertise
  • Sales team focus (i.e., self-serve, transactional, enterprise)
  • Geographic location
  • Lead source
  • Lead industry

By matching leads with the sales reps or teams best equipped to address their needs, brands can more easily address these needs by providing a more personalized approach.

Lead Routing Example
Source: Cargo

Automating Lead Routing:

Lead Routing FAQs

What is lead routing? 

Lead routing assigns and directs sales leads or inquiries to the appropriate sales representatives or teams based on predefined criteria such as geographical location, lead source, lead score, or product interest.

Why is efficient lead routing important? 

Efficient lead routing ensures that leads are promptly and accurately directed to the most qualified sales representatives or teams, increasing the likelihood of timely follow-ups, personalized engagements, and improved conversion rates.

What is the difference between lead routing vs lead scoring? 

Lead routing is the process of directing leads to the appropriate destination whereas lead scoring helps sales teams to identify prospects that are more likely to convert.