Systems and ops

Lead routing

Definition

Lead routing is the set of rules that decides which rep, sequence or channel an account or lead goes to, based on score, territory and ownership.

Lead routing in practice

Routing answers who and how. Who: which rep owns this account, based on territory, segment or round robin, and whether someone already owns it in the CRM. How: which sequence it enters and which channel goes first.

Routing should be a rule the system applies, not a preference a rep chooses. Check CRM ownership before assigning, so two reps never work the same account, and keep the routing rules written down next to the score that drives them.

Lead scoringMultichannel sequenceSpeed to leadRevOpsLead routing
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Last updated 2026-10-14 by Ishan Vats.

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See where lead routing fits in a real build.

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Ishan Vats, founder of IV Consulting. We run our own outbound on the same system.

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