How we cut lead routing from days to minutes with three rules
We had forty routing rules and nobody understood them. We now have three, and fewer leads fall through.
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When I joined, our lead routing had grown to forty-odd rules, each added to fix one complaint. Leads sat unassigned for days because they matched zero rules, or two.
We replaced it with three rules:
- Existing account? Route to the account owner. Full stop.
- Inside a named territory? Route to the territory owner.
- Everything else goes to a round-robin pool with a four-hour SLA.
Exceptions now go to a weekly review instead of a new rule. Most weeks there are fewer than five.
This worked for our size (about sixty sellers). I’d be curious whether it holds up at a few hundred. If you’ve tried it, tell me in the responses.
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