Lead routing automation
Score, deduplicate, and route inbound leads to the right owner instantly—whether they arrive via web forms, ads, or partner feeds.
The Problem
Speed-to-lead wins revenue, but round-robin alone ignores territory rules, product lines, or language.
Our Approach
Rules plus ML-lite scoring from historical outcomes, integrations with CRM objects, and Slack or email alerts with SLA timers.
How it works
We catalogue every inbound lead source — web forms, paid ads, partner feeds, event capture — and the metadata each provides.
New leads are matched against existing CRM records by email, phone, and fuzzy company name. Duplicates merge with the original; the new touch is logged on the existing record.
Leads are scored 1–100 from historical conversion data: source, fit signals, intent indicators, and recency. Scoring is transparent and auditable, not a black-box ML model.
Territory, product line, language, account ownership, and round-robin combine into a deterministic rule tree — easy for sales ops to amend.
Owner notified in Slack or email within seconds; if no first-touch within the SLA window, the lead escalates to a backup owner or sales manager.
Win/loss data flows back into the scoring model monthly so the system improves without manual intervention.
Frequently asked questions
Which CRMs are supported?+
HubSpot, Salesforce, Pipedrive, and Close are all in production use. Custom CRMs need an API layer we can build.
Can it handle account-based routing?+
Yes. Account ownership rules take precedence over round-robin and territory logic when a known account is detected.
How is the scoring model maintained?+
It runs as transparent rules plus weighted features — not a black-box ML model. Sales ops can adjust weights and thresholds without engineering involvement.
What happens when a lead source goes down?+
The orchestration layer (n8n) retries with exponential backoff and dead-letters failures into a queue with alerting — no leads are silently dropped.
Typical stack
Results you can expect
Average speed-to-first-contact reduced from 4 hours to under 4 minutes
Lead misrouting dropped by 80% in first 60 days
Sales rep SLA compliance improved from 54% to 91%
Duplicate lead records reduced by 95% with deduplication layer
Example locations
Industries
Integrations
Typical timeline
Live in 21 days
From kickoff to a feature-flagged production rollout for a single channel. Multi-channel and regulated deployments take longer; we always agree the cut-off date in the SOW before any code is written.
“The unlock with lead routing automation is not the model — it's the evaluation harness, the escalation path, and the audit trail. We build all three from day one so the system holds up under real workload, not just the demo.”
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