Routing Algorithm Design

Lead routing is the first automation that matters. The time between a lead entering your system and a rep making contact is the single strongest predictor of conversion — research consistently shows that response within 5 minutes produces 8x higher contact rates than response within 30 minutes. Manual routing — a manager reviewing a lead, deciding who should get it, and assigning it — adds 30 minutes to 4 hours of latency. Automated routing eliminates that latency entirely.

1. Round-Robin The simplest algorithm: leads are assigned to reps in sequence. Rep A, Rep B, Rep C, Rep A, Rep B, Rep C. Equal distribution regardless of rep capacity, territory, or lead characteristics. Works for teams of similar-skilled generalists handling undifferentiated leads. Breaks down when reps have different territories, skill sets, or capacity.
2. Weighted Round-Robin Each rep gets a weight based on capacity or quota. A rep with a $500K quota gets 2x the leads of a rep with a $250K quota. The algorithm distributes proportionally. This balances lead flow against capacity without requiring complex territory rules.
3. Attribute-Based Routing Leads are matched to reps based on lead attributes: industry, company size, geography, product interest. A healthcare lead goes to the healthcare specialist. An enterprise lead goes to the enterprise team. Attribute-based routing produces higher conversion rates because reps receive leads matching their expertise.