Importance of Lead Routing and Assignment

It doesn’t matter your industry, business size, or the product or service you offer; one of the most important aspects of a company is its ability to move quickly, both when solving issues and when closing deals.    

It’s in the latter where lead routing and assigning is vital, and if it’s functioning correctly, it might be a deal breaker to increase your revenue. HubSpot understands this, and that’s why it’s designed around streamlining your process of routing and assigning leads. 

How You Can Start Routing Your Leads 

There isn’t a single way to route your leads. It depends on several factors, but it can range from round-robin assignments to automated structures with several layers of complexity. How so? Well, the answer relies on the people your company attracts.

All businesses attract more than one type of customer. In theory, you could assign them to random sales reps, but there might be reps more suitable than others for certain types of prospects. 

So, how can you ensure your prospects talk to the most suitable sales rep? 

There isn’t a single recipe for success here. However, all options rely on accurate, up-to-date information stored within your HubSpot instance. Your company could:    

• Leverage location information: One tactic could be distributing your leads across sales teams divided by the regions or countries your prospects belong to. For instance, you could create a simple workflow that checks for the lead’s state and assigns it to a sales rep who engages with contacts from the region that includes that state.   
  
  
  

• Implement lead scoring: A scoring model allows your leads to earn points based on their demographic characteristics and behavior. You can create a strategy that attributes points based on their company size, location, and even the latest deal closed so that the most qualified leads can reach your sales reps automatically through automated processes. This approach requires a lot of automation but ultimately reduces friction throughout the sales process.  
  
  
• Assign based on Rep Availability: Just as you can use data from a contact record, you should also leverage the information provided by your sales reps. Suppose you leverage information on their calendars regarding meetings and time off. In that case, you can automate your lead assignment process through workflows that route each lead to the most suitable and available sales rep. Combined with other approaches like lead scoring and location-based routing, you can have great granularity when matching prospects with sales representatives.  
  
  
• Round-Robin Assignment: If you have a constant flow of SQLs through your funnel, you must know that speed in response is hard to keep up with. Plus, you may face a scenario where a couple of reps handle several prospects while others handle fewer deals. To solve that issue and keep work balanced within your team, you can create an automation that assigns your SQLs to a random sales rep. This round-robin approach takes the weight off of the busiest sales reps by routing leads to whoever is available first. 

The Backbone of Lead Routing 

Automation is at the core of lead routing. HubSpot's workflows are powerful marketing, internal operations, and sales tools. Assigning leads to reps must leverage every aspect of the Workflows tool to ensure a tailored and efficient method for meeting your business and your leads' needs.  

Verify rep availability, inspect lead information, route SQLs to the most suitable rep, and discard bots and unqualified people who might have slipped through the cracks, all with just the workflow tool and automation that constantly runs in the background. 

Are You Ready to Get Started? 

While automation does wonders for businesses, it can take a lot of work to set them up or know how they will impact your current and future data within your CRM and your operations. That’s why relying on the experience of professionals like the ones at S.R. Pro will allow you to be sure every automation meets its desired purpose while streamlining your operations and improving your data quality. Learn more about HubSpot Lead rotation tool, contact us today!