Is your business facing a low conversion rate, poor customer experience, and a low campaign ROI? Then you are suffering from a poorly performing lead routing process.

Ensuring the right lead reaches the right sales rep is extremely important when it comes to boosting conversion rate. For any substantial organization with a spread-out sales team, accurate and well-timed lead routing is always going to be a challenge.

With a poorly performing lead routing process;

  • The lead often gets routed to the wrong sales rep
  • There is a longer lag time when routing a lead to the right sales rep
  • Leads end up disappearing into ‘black holes’ when not supervised

Lead Routing

The process of distributing and assigning inbound leads among sales reps is called lead routing. It is the foundation of any sales strategy as it generates leads by keeping your sales organized and making your business self-sufficient. The qualified leads get passed on to a sales channel that consists of call center agents, inside sales reps, field sales reps, dealer or franchisees, or lead buyers.

Lead Routing Strategy

Each and every sales rep has a distinctive aptitude for lead conversion and lead routing processes need to be strategic in their initiatives. When developing a lead routing strategy, there are certain criteria that need to be kept in consideration.

  • Geographic expertise

Sales reps can effectively build trust in loyalty in their customers if they get paired according to geographic location and this helps in increasing conversion rate. Using this criterion, 3 objectives get accomplished.

  1. Without the need for any time change shuffling, sales reps can coordinate outreach efforts with their typical work schedule
  2. The possibility of barriers in a language get minimized greatly especially if a company is globally dispersed
  3. Hindrances in communication due to regional jargons become less likely
  • Industry expertise

Sales reps have prior experiences in specific industries and would be better in tune with those industry-specific workflows making them better equipped to sell to customers of that particular industry. They are also better accustomed with the jargons, requirements and frequently asked queries of that industry’s customers.

  • Sales expertise

Another effective method is matching sales reps to leads based on skillset. Each sales rep has different selling strengths. For example, a tech-savvy sales rep is better equipped to address questions related to technical features of a product or service.

  • Similarities

When a sales rep has similar connections with a lead, then it will translate into the creation of a great and strong rapport.

  • Uncommon similarities

Those commonalities that a sales rep shares with a lead that goes beyond the obvious similarities. When such a connection is identified and built upon, a bond gets established that is more powerful than one that is based on superficial similarities.

Lead Routing Steps

In order to properly develop your lead processing and routing management process, there are some necessary steps that need to be followed.

Step 1

The current lead flow needs to be mapped out by lead source and inefficiencies in the use of technology, the actual lead route, person in charge of the lead for each route stage, duration the lead remains in each stage, and data that gets passed along with the leads need to be paid close attention to.

Step 2

Once this information is collected, begin modification of the current lead process by wiping out all inefficiencies. This must be done in collaboration with the sales team.

Step 3

Get a strong handle on the rules for lead routing to the appropriate sales rep by working in accordance with the sales team.

Step 4

For an optimal level of lead processing and lead routing, ensure that you have technology that is supportive.

Step 5

Ensure the goals and required actions for lead processing and routing are supported by a Service-Level Agreement (SLA).

Lead Assignment

Timely distribution of lead assignment is a daunting dilemma that is faced by sales managers on a daily basis. So as to maximize the effectiveness of sales teams, the best person needs to be assigned the freshest leads as fast as possible. Assigning leads can be manually emailing them or creating an automated algorithm that assigns leads to the most compatible sales rep.

Increase in ROI

By improving your lead routing process, you will be able to boost lead generation ROI without even spending anything extra. You can truly experience the value of lead processing and lead routing for sales only when your sales reps start receiving high-quality leads in a timely manner. This will result in higher conversion rates and an improvement in the quality of the first call.

For marketing teams, lead routing value is found in its automation, timeliness, efficiency, and effectiveness. Lead nurturing will be possible and sales will be able to follow up better which will, again, lead to a higher conversion rate of a SQL to an opportunity.

When an optimized lead routing process is in place, there is only room for success for a sales organization. Effective routing of leads can shorten sales cycles and even improve close rates.


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