Lead Routing | Sales Automation

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Sales

Lead Qualification & Instant Routing OS

Instant qualification and routing of inbound leads to the right reps.

Sales automation case study featuring lead management and workflow automation.

<1 minute

Lead Response Time

+27%

Conversion Improvement

Increased

Rep Accountability

Overview

A company receiving thousands of inbound leads needed instant qualification and routing to the right reps. Lead response time was reduced to under 1 minute with 27% improvement in conversion.

Business Context

The company had successfully invested in marketing programs that generated thousands of inbound leads each month, but their sales infrastructure couldn't capitalize on this demand generation success. Leads sat in queue for hours — sometimes days — before receiving a response, and research consistently shows that lead conversion rates drop dramatically after the first five minutes. When leads were finally contacted, they often went to the wrong representative based on crude territory assignments that didn't account for industry expertise, deal size capability, or current workload. High-value enterprise leads received the same treatment as small business inquiries. The disconnect between marketing's lead generation success and sales' conversion rates was costing the company significant revenue and wasting marketing investment.

How We Built It

We built a comprehensive Lead Qualification and Routing OS that processes inbound leads in real-time, ensuring the right lead reaches the right rep within seconds of submission. The scoring engine evaluates leads across three dimensions: demographic factors like job title and seniority, firmographic data including company size, industry, and technology stack, and behavioral signals from website engagement, content downloads, and email interactions. Real-time enrichment through Clearbit and ZoomInfo APIs supplements form data with additional context that informs both scoring and routing decisions. The predictive conversion model, trained on historical conversion patterns, assigns probability scores that automatically prioritize the queue — ensuring reps focus on leads most likely to close. Intelligent routing logic considers multiple factors simultaneously: geographic territory, industry specialization, current rep capacity and workload, deal size tier, and round-robin fairness within qualified rep pools. When a lead qualifies as hot, instant notifications push to the assigned rep via Slack, email, and mobile push simultaneously, with the lead details pre-populated in HubSpot for immediate action. SLA timers begin counting from the moment of assignment, with automated escalation workflows that reassign leads if the initial rep doesn't respond within defined thresholds. A sales manager oversight dashboard provides real-time visibility into queue depth, response times, and individual rep performance against SLA targets.

Challenges

Slow response time

No scoring

Leads bouncing between reps

No SLA accountability

Manual data enrichment

What We Delivered

Demographic, firmographic, behavioral scoring engine

Predictive conversion model with auto-prioritization

Role, territory, seniority, capacity-based assignment

SLA timers and escalation workflows

Hot lead notifications in real-time

Sales manager oversight dashboard

Tech Stack

Scoring engine, Predictive conversion model, Territory-based assignment, SLA timers, Real-time UI

Results

<1 minute

Lead Response Time

+27%

Conversion Improvement

Increased

Rep Accountability

Strategic Impact

Reducing lead response time to under one minute transformed conversion rates — the 27% improvement represents substantial additional revenue from the same marketing investment that was previously being wasted on slow follow-up. The intelligent routing ensures that enterprise leads go to senior reps with relevant industry experience while SMB leads are handled efficiently by appropriate team members, optimizing the match between lead value and rep capability for maximum conversion potential. SLA accountability has created a performance culture where response time is tracked and rewarded, eliminating the previous pattern of leads languishing unworked in queue. Sales managers now have complete visibility into team performance with data-driven coaching opportunities rather than subjective assessments of individual contributor effort. The predictive scoring model continuously improves as it learns from actual conversion outcomes, making the system smarter over time and more accurate in its prioritization recommendations. Marketing and sales alignment has improved dramatically because marketing can now see that their leads are being worked promptly and appropriately, justifying continued demand generation investment. Rep productivity increased because they spend less time on administrative routing decisions and manual enrichment, focusing instead on high-value selling conversations. The escalation workflows ensure no lead ever falls through the cracks, providing confidence that every marketing-generated opportunity receives appropriate attention. New reps benefit from intelligent lead distribution that matches their developing skills to appropriate opportunities. The data captured through the system informs strategic decisions about hiring, territory design, and marketing channel investment.