Tutorial
Lead Routing That Doesn’t Leak
Move every valid lead from capture to conversation quickly and cleanly, with zero duplicates and clear ownership.
1
Goal
Move every valid lead from capture to conversation quickly and cleanly, with zero duplicates and clear ownership.
2
Requirements
- Form capture
- Validation
- Enrichment
- De-duplication
- Assignment
- SLA alerts
- Audit logs
3
Flow (logic)
- Capture: validate email, capture UTM, timestamp, consent
- Enrich: firmographics/persona tags (tool or rules)
- De-dupe: match on email + company domain + fuzzy name
- Score/Route: route by region, segment, or named accounts
- Assign: owner set, task created, SLA timer starts
- Notify: owner + fallback channel if unacknowledged
- SLA: alert at 5 min, reassign at 30–60 min
- Log: write outcomes to activity and analytics
4
Sample routing rules
- If target account list → assigned to named AE
- Else if employee count 50–500 and region = NA → SMB team
- Else if free email domain → SDR nurture queue
- Else → Marketing automation nurture
5
SLA targets
- Time to first touch: < 10 minutes
- Time to qualification: < 24 hours
- Response coverage: 95% within SLA
6
Alerts
- Slack: new high-intent lead
- Email: SLA breach
- Daily digest: unworked leads by owner
7
Data hygiene
- Standardize country/state
- Normalize job titles
- Required fields: email, company, country
- Blocklists for student/test domains
8
QA checklist
- Test forms
- Verify UTMs
- Simulate duplicates
- Route across all branches
- Verify reassign after breach
- Confirm dashboards
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