lead routing


Modern times call for modern sales strategies, but with a large number of time-consuming tasks and steep competition, the struggle to strike a balance between these and a growing company is difficult. To alleviate this pressure, in this article we outline the various benefits lead routing can offer your team – from capturing data in a more efficient manner, to better predictive analyses of most at-risk leads. A cost-effective solution to take on more leads while maintaining high efficiency and quality. Sounds like a win-win situation!

What is Lead Routing?

Lead routing is a process by which leads are allocated to a qualified sales representative. This technique requires pre-defining the qualification criteria for each sale and corresponding merchant account lead, then assigning an individual sales representative to that merchant account lead based on their classification. Properly managed lead routing can best maximize the strengths of an organization’s sales staff by directing all inbound sales opportunities to the most appropriate team member, improving ROI, and hastening revenue otherment.

Additional readouts such as lead routing and lead ranking enable the sales managers to better plan what assets to deploy and consequently how best to capitalize on an opportunity. Lead routing goes a step further than traditional marketing attribution which usually considers only last-click behaviors in its equating of value with expected return on investment for a campaign. Lead routing enables clients to leverage the market foresight of others through the compilation of data points over time, thereby also building confidence in the predicted bottom-line outcome.

One of the most important aspects of running a successful business is the ability to make qualified sales leads. Lead routing is an aspect critical to this process. Here are some lead routing benefits that you can use to make your team more productive now and in the future!

How Can Lead Routing Benefit your Sales Team?

Lead routing touches on the idea of lead management. Tasks have certain dependencies, meaning that there are a certain number of steps to cover before it’s possible to obtain the desired goal. Lead routing handles this by assigning tasks with the most logical or least amount of obstacles to the lead professional designated for that particular field. It also ensures both parties (salesperson and leads) remain focused and are in-sync throughout the entire process.

lead categorization

Lead routing is often used to categorize leads by their responsiveness. Lead routing allows sales people to easily reassign and set reminders for those leads that need more time or attention.

Sales teams become more efficient

Lead routing helps sales teams become more efficient. It creates a system for storing, managing and automating the sales process. Sales reps have access to objective feedback from colleagues on each call. This provides additional insights into what worked and what didn’t on the call. Lead routing also includes a virtual contact manager that stores relevant information about past prospects, such as when calls took place, success or need assessment ratings, contact style preference, and the person who set up the meeting. This resource helps sales reps know exactly who to call when they need to follow up with all of their prospects in order to broker new deals and close more deals.

Getting personal with the sales team’s workflow

Lead routing is planning each salesperson’s workload for the day. This should be done for when you start the day, when running a proactive call, and at the end of a productive day. At an overall glance, lead routing can determine if there is an area in your territory that you need to improve on so that you can maximize your efforts. Using this method will help create an efficient work environment and make sure that each salesperson has completed their tasks by the end of the day. Lead routing also means teaching new prospects basic information about your company as well as introducing them to other members in your team who would be most qualified to speak with them on different topics like pricing, product features, etc. The goal is to build personalized relationships with clients which will hopefully lead to a sale down the line.


Companies save time and money by following the right people up in their organization, rather than forcing employees to do it. The system is scalable, so companies can start with a barebones lead routing process and layer on more advanced features as they grow. Employees like the streamlined workflow and have better access to the best prospects for their leads.

Of course, lead routing also has its drawbacks-especially during a major change or restructuring period. Dedicated routing staff may need to be added to make sure that no leads are missed.

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