CMO · Template · Advanced · Saves 35+ hours
Lead Routing Rules Engine
A framework for designing and documenting lead routing rules that ensure leads get to the right rep at the right time.
What's included
- Routing logic documentation
- Assignment criteria
- Round-robin configuration
- Territory mapping
- Exception handling
- Testing protocols
Best used when
- Implementing lead routing
- Fixing routing problems
- Scaling sales team
- Territory changes
- New market entry
The template
The Template
ROUTING LOGIC DOCUMENTATION
Primary Routing Rules
| Rule # | Condition | Route To | Priority |
|---|---|---|---|
| 1 | Country = [List] | International Team | Highest |
| 2 | Company Size > 1000 | Enterprise Team | High |
| 3 | Industry = [List] | Vertical Team | Medium |
| 4 | Default | SMB Round Robin | Low |
Rules evaluated in priority order; first match wins
Assignment Criteria Matrix
| Criteria | Field | Values | Routing Action |
|---|---|---|---|
| Territory | Country | US | US Team |
| EMEA | EMEA Team | ||
| APAC | APAC Team | ||
| Segment | Employee Count | <50 | SMB |
| 50-1000 | Mid-Market | ||
| >1000 | Enterprise | ||
| Industry | Industry | Financial | Finserv Team |
| Healthcare | Healthcare Team |
ROUND-ROBIN CONFIGURATION
Team Setup
| Team | Members | Weight | Cap/Day |
|---|---|---|---|
| SMB | Rep 1, Rep 2, Rep 3 | Equal | 10 each |
| Mid-Market | Rep A, Rep B | Equal | 8 each |
| Enterprise | Rep X | 100% | 5 |
Availability Rules
| Rule | Implementation |
|---|---|
| Working hours only | 9 AM - 6 PM local |
| Skip on PTO | Check calendar |
| Max leads/day | Cap at X |
| Weekend routing | Queue for Monday |
EXCEPTION HANDLING
| Exception | Detection | Action |
|---|---|---|
| No matching rep | All criteria fail | Default owner + alert |
| Rep unavailable | PTO/capacity | Next in rotation |
| Duplicate lead | Email match | Route to existing owner |
| Partner lead | Source = Partner | Partner owner + notify |
TESTING PROTOCOL
Pre-Launch Testing
- Test each rule individually
- Test edge cases
- Verify round-robin distribution
- Confirm notifications work
- Check exception handling
Test Scenarios
| Scenario | Expected Outcome | Actual | Pass? |
|---|---|---|---|
| Enterprise US lead | Enterprise Team | Y/N | |
| SMB EMEA lead | EMEA SMB | ||
| Unknown territory | Default |
Frequently asked questions
What is the Lead Routing Rules Engine?
A framework for designing and documenting lead routing rules that ensure leads get to the right rep at the right time.
Who is the Lead Routing Rules Engine for?
It is built for CMOs and their teams working on Marketing Operations. The AI coach adapts it to your company, stage, and goals.
How long does the Lead Routing Rules Engine take to use?
It saves roughly 35+ hours versus building from scratch. Our AI coach can tailor the template to your situation in minutes, then hand you a step-by-step plan.
Is the Lead Routing Rules Engine free?
Yes. You can read the full template and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Lead Routing Rules Engine?
The coach teaches you the framework, asks a few questions about your business, tailors the template to you, and gives you measurable next steps to execute.