A short document that says who owns which leads, and what happens when something goes wrong. Fill it in with your team. Agree it with your team. Nothing in it is imported into your CRM. Word and PDF, no sign-up.
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1. Scope and definitions
Say which leads this covers. Define MQL, SQL and each lead status in one line.
Example, made up: Covers inbound Leads in Salesforce. An MQL is a lead that passes the score line. An SQL is a lead an SDR has accepted. Statuses: New, Working, Qualified, Unqualified.
2. Who gets the lead
List the rules in the order they run, most specific first. End with a fallback owner.
Example, made up: Partner source goes to the partner managers. Companies above the enterprise line go to the enterprise team. Then by country. Anything else goes to the default queue, worked by the SDR lead.
3. Which system has the last word
Name the one system that sets the owner. Name any other that may change it, and when.
Example, made up: The Salesforce assignment rule sets the owner on create. Nothing else changes it, except a manager on request.
4. Response and handoff
Give the first response target and the handoff acceptance target. Name who gets the escalation when one is missed.
Example, made up: First response: within 15 working minutes. A handoff is accepted or returned by the end of the next working day. A miss goes to the SDR lead.
5. Leavers, holidays and after hours
Say what happens to a leaver's leads. Say what happens when a rep is away. Say what happens out of hours.
Example, made up: A leaver's open leads go to the queue the same day. Away reps are skipped by the rotation. Out-of-hours leads wait in the queue for the first person in.
6. Change control
Say who may edit routing, what is checked after each change, and who is told.
Example, made up: Two admins may edit routing. After every change they rerun the checks and post the result in the team channel.
What to read next
The 17-question routing checklist covers the checks behind these rules. This page does not repeat them. To see how your routing behaves today, run the free scan.
Get the 17-check routing checklist as a PDF.
See how your routing behaves today.
Routing Forensics connects as a read-only user. It checks your routing against your real leads every night. Three design partners get a free health report, free for 90 days. Apply for a place.
Or check it now. The free scan reads a Salesforce metadata zip or a HubSpot workflow export. It runs in your browser. Nothing is uploaded.
More about Routing Forensics
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- Lead routing monitoring: know when leads stop reaching people.
- What the health report contains.
- What is new in Routing Forensics.
- The lead routing health checklist.
- Works with the systems your leads actually run through.
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- A Salesforce report shows what matches and cannot show what is broken.
- HubSpot audit apps compared, and where a nightly check differs.
- Salesforce metadata tools compared, and what they leave to a routing check.
- What a routing audit costs, and what you should get for it.
- A free planner for your Salesforce lead assignment rule.