Lead Routing
Lead routing is the automated process of assigning incoming leads to specific sales reps, teams, or queues based on criteria like rep specialty, geography, lead score, source, available capacity, or round-robin distribution rules.
Why This Matters
Routing logic determines which rep gets which lead — and gets right means measurable conversion lift. Common routing rules in MCA: senior closers get high-score leads and live transfers; SDRs get fresh shared leads and aggregator inventory; junior reps work aged inventory; specialized reps handle vertical-specific leads (trucking, restaurants) where industry expertise lifts close rates. Round-robin distribution is the default fallback for capacity balancing. Modern routing platforms support multi-criteria rules with skill-based, score-based, and load-balanced overlays.
Frequently Asked Questions
Frequently Asked Questions
Should I route by rep skill or by capacity?
Both. Tier-1 leads (high score, live transfer) route by skill — senior closers first. Tier-2 leads route by capacity — round-robin to available reps. Tier-3 leads route by specialty — vertical experts get vertical leads. Multi-criteria routing requires a real lead-routing platform, not just CRM rules.
What lead-routing platforms support MCA workflows?
LeanData, RingLead, Distribution Engine for Salesforce shops. Native CRM routing in HubSpot and Pipedrive. Custom logic in funder-specific CRMs like Centrex, MoneyThumb, and OnDeck's internal stack. Platform choice depends on CRM ecosystem and routing complexity.