Lead Routing

The process of automatically assigning incoming leads to the appropriate sales representative or team.

Definition

Lead routing (or lead distribution) automatically directs new leads to the right salesperson based on predefined rules. Routing criteria include territory, company size, industry, round-robin assignment, or account ownership. Effective routing ensures fast follow-up and appropriate expertise.

Why It Matters

Speed to lead is critical—response rates drop dramatically after the first 5 minutes. Good routing gets leads to reps instantly. Bad routing creates delays, ownership disputes, and dropped leads. Routing also ensures enterprise leads go to experienced AEs.

Examples

Route by territory: West Coast leads to West Coast team
Route by size: Enterprise leads to enterprise AEs
Route by account: Existing accounts to assigned owner
Round-robin: Equal distribution among SDRs

How Bullseye Helps

Bullseye integrates with CRM routing rules, so identified visitors are automatically assigned to the right rep. When someone from a named account visits, their assigned AE is notified instantly—no manual distribution needed.

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