Lead Routing
Lead routing is the automated process of sending a qualified or interested lead to the right person, team, or CRM record based on rules such as territory, deal size, or which rep owns the original outbound send. It happens after intent classification identifies a reply as worth acting on.
Why it matters for outbound teams
A positive reply that sits unrouted for hours is a lead going cold; automated routing gets it in front of the right rep the moment intent is confirmed, which directly supports meeting response SLAs. Routing rules typically mirror how a sales team is already organized, by territory, industry, or account owner. Without routing, teams rely on someone manually forwarding replies, which does not hold up once reply volume grows.
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