Lead routing

The logic that assigns each new lead or account to the right rep based on territory, segment, or expertise.

Where this term appears on Landbase

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Frequently asked questions

What's the right lead routing logic for B2B SaaS?
For inbound: route by ICP fit + account ownership + rep availability. For outbound: route by territory or named-account assignment. Round-robin without territory logic produces lopsided rep workloads.
How fast should a hot lead be routed?
Under 60 seconds. The drop-off between 1-minute and 10-minute routing is significant. Speed-to-rep is one of the highest-leverage levers in lead conversion.
What breaks lead routing most often?
Account ownership ambiguity. When two reps both think an account is theirs, leads bounce or get worked twice. A single source of truth on account ownership prevents this. Usually a CRM field with clear rules.
Should lead routing use AI?
For matching, yes. AI is good at picking the right rep based on past performance with similar accounts. For routing itself, deterministic rules are usually better. Reps need predictability about whose leads they get.
Does Landbase do lead routing?
Landbase provides the account data and scoring; routing happens in your CRM or routing tool (Chili Piper, Sales Loft, etc). Landbase data improves routing because the routing system has cleaner inputs to act on.