Top strategies and tools for lead distribution and routing

Efficiently assign incoming leads to sales reps. Direct leads to the right teams for prompt follow-up and conversion.

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Mar 21, 202415 MIN READ

Introduction

In today’s modern sales landscape, lead routing and distribution is critical to your organization’s overall sales success. If your team can’t efficiently identify and engage with leads, you may miss out on valuable conversions. This makes lead distribution and routing one of the most important tools in any organization’s sales management arsenal. 

Distribution and routing systems are central components in optimizing initial interactions with prospects, as they help build trust and instill confidence. Whether you’re focused on connecting leads to a geo-relevant agent or one with specialized expertise, you can customize your lead routing software to fit your organization’s preferences.

What is lead distribution and routing?

Lead distribution and routing is a sales-centric system employed by organizations to systematically assign potential business leads to the most talented agents. Oftentimes, this system runs through a lead routing software. As leads come in from various sources, such as website signups, outbound campaigns, or events, organizations use predefined criteria to determine how these leads should be distributed among their teams. They designate these rules to strike a desirable balance between efficiency and expertise, improving the chances of a successful conversion.

For example of a lead routing system, a company may have different sales teams that specialize in handling distinct products and earning different sales leads, such as electronics and apparel. The company’s lead routing software could be configured to automatically route leads generated from the electronics category on the website to the sales agents who are experts in selling electronics goods. Similarly, leads from social media campaigns promoting fashion products could be routed to the sales team specializing in apparel.

91% of sales professionals report that lead generation is their most important goal, and distribution and routing software plays a pivotal role in the generation process.

Why is a lead distribution system important for your business?

Lead distribution and routing play a pivotal role in improving the likelihood of converting a lead. By quickly directing potential customers to representatives who understand their unique needs, businesses can provide an increasingly personalized experience. Agents with expertise in a particular area are more capable of explaining the benefits and features of the product or service to the lead, thus increasing its appeal. Studies have shown that organizations can experience up to a 107% higher conversion rate when employing multiple lead distribution systems. 

Imagine a large hospital system with multiple departments and specialties, such as cardiology, orthopedics, neurology, etc. It will offer a centralized system for managing incoming patient inquiries, which could come from various sources like online forms, phone calls, or referrals.

When a new patient inquiry is received, the distribution system analyzes the nature of the request, the patient's medical needs, and any specific preferences they may have indicated. The system then routes the lead to the appropriate department or specialist based on predetermined criteria.

What is lead distribution software? How it can help your business

Lead distribution software is a specialized tool designed to optimize the process of assigning leads within a business. This software is particularly valuable in sales and marketing environments where organizations deal with a large volume of leads from various sources.

74% of professionals say that the biggest benefit of lead automation is time saved, while 68% report that they enjoy the increased customer engagement the most.

Key components of distribution software can include:

  • Rule-based assignment: The software allows organizations to define criteria for lead assignment. This can include factors such as lead source, product interest, and other custom parameters. More on this in a bit.

  • Automation: Based on these rules, distribution systems can automate the assignment process, eliminating manual intervention. This ensures that lead management systems are in place to distribute leads efficiently, thereby reducing response times and increasing the likelihood of successful engagement.

  • Integration with CRM: Integration with Customer Relationship Management (CRM) systems is common, enabling efficient tracking of leads, interactions, and outcomes within a centralized platform.

  • Analytics and reporting: Many lead distribution tools offer reporting features, allowing organizations to assess the performance of their distribution strategies. This data helps in refining the routing process for better results.

By leveraging these features, the software is able to consistently connect individuals with the best representatives to ensure they’re receiving accurate and efficient support, ultimately improving customer satisfaction and the likelihood of a purchase. 

Lead distribution systems & techniques

Selecting your distribution system includes examining your unique business needs and the dynamic of your team. Consider whether you’ll be focusing on expertise, availability, or fair volume distribution to hone in on which system will work best in your existing infrastructure.

Rule-based lead routing

Rule-based routing refers to the process of automatically assigning potential customers to specific sales representatives based on predetermined criteria. These rules are established to ensure that leads are distributed in a strategic and efficient manner. Rule-based routing takes into account various factors such as lead attributes, agent expertise, or any other custom variables that are relevant to the organization's sales strategy.

For instance, if you designate a ‘product-interest’ criteria, the rule-based routing system ensures that the lead is automatically assigned to the sales representative who specializes in that particular offering. This ensures that leads are directed to individuals with the most relevant knowledge to best handle the distinctive needs of each potential customer.

Availability-based lead routing

Availability-based routing involves assigning leads to agents based on their current capacity to handle new interactions. This type of routing takes into consideration factors such as a rep's workload or current engagement with other leads. It’s particularly useful in dynamic sales environments where workloads may vary, and real-time responsiveness is crucial.

In this type of distribution system, availability is prioritized over specialization. So, if the most relevant support staff is already overwhelmed with call volume, the lead will be connected with the most appropriate agent that is currently available.

Round-robin lead routing

Round-robin routing is a method where leads are evenly assigned to representatives in a circular fashion. The goal of the round-robin is to ensure a balanced distribution of leads among available team members. This approach is particularly useful when potential customers are relatively homogeneous, and there’s no need for specific targeting based on different characteristics.

In a round-robin system, each sales agent takes turns receiving a new lead. For example, if there are three representatives (A, B, and C), the first lead goes to A, the second to B, the third to C, and then the rotation repeats. This process continues, distributing leads in a cyclical pattern.

Lead routing best practices

Once you’ve defined which type of rules you’d like to implement, it’s time to focus on how best to maximize the benefits of your distribution and routing system. Components of a successfully implemented plan often include:

  • Lead scoring integration: Incorporating lead scoring into the distribution process assigns higher-priority leads to higher-performing sales representatives. This ensures that promising leads always receive appropriate attention.

  • Multi-channel integration: Integrating lead sources from various channels such as email, social media, and website forms. This helps in comprehensive lead capturing and ensures that leads from different sources are consolidated onto a single platform.

  • Dynamic assignment rules: Implementing dynamic rules that adapt to changing circumstances. For instance, if a sales agent is on vacation or has reached their capacity, the system should automatically reassign leads to other available team members.

  • Feedback loop: Establishing a feedback loop between sales and marketing teams. Collect insights on lead quality and conversion rates and use this feedback to refine routing criteria over time.

Choosing a lead distribution software

Lead routing software will differ from provider to provider, offering distinctions in areas like add-ons and automation features, but there are some core elements that all reputable vendors should provide:

Customizable lead routing capabilities

Every business has unique processes for handling lads. Customization enables distribution software to better align with the specific workflows of your organization. This ensures that the software adapts to the business rather than forcing the business to conform to pre-defined structures. For the end-user, this customization is most pronounced in rule-based automation, where customers are connected to agents based on their preferences and interests.

Lead engagement tools

There are many useful tools that fall under the routing and distribution software umbrella, one of which is automated email dissemination. These campaigns can be triggered automatically when a new lead is acquired, promoting timely and personalized communication. 

Another valuable feature is intelligent lead scoring. Distribution software can often integrate with lead-scoring mechanisms that evaluate and rank leads based on their interactions with marketing touchpoints. This helps prioritize high-potential leads for immediate attention and ensures that sales teams focus their efforts on prospects with the highest likelihood of conversion.

Lead position tracking

Through advanced analytics and tracking features, businesses can monitor the progress of each lead at different stages of the sales funnel. This includes insights into lead sources, engagement history, and interactions with marketing materials. By tracking lead positions, businesses can identify trends and areas for improvement in their sales process, enabling them to make data-driven decisions to enhance overall efficiency.

Integration capabilities

The integration of distribution systems with existing infrastructure facilitates an unobstructed data flow and a holistic service experience for potential customers. Working synergistically with other tools such as CRM software, automation platforms, or customer support synthesizes the flow of data, ensuring that information concerning sales activities is shared across different departments. Integration with CRM systems also enables access to each customer’s purchase history, preferences, and past interactions. This comprehensive view can assist in personalizing communication and improving the quality of lead engagement.

The best lead distribution software:

1. Freshsales

Freshsales is one of the market’s premier CRM software, designed to help businesses manage their sales processes, track leads, and nurture customer relationships. Freshsales rises above the competition through its extensive automation capabilities, comprehensive customer profiles, and campaign creation features.

Freshsales allows for the deployment of robust multi-channel strategies utilizing platforms such as email, live chat, phone, and SMS so you can meet your customers wherever they may be. Moreover, extensive personalization options like custom sales activities, contact lifecycle tracking, and multi-language abilities empower you to mold the software to fit your organization’s distinct needs.

Blue Nile, the world’s leading online diamond jeweler, has leveraged Freshsales to reduce appointment no-show rates by 30%, while achieving a 90% resolution rate for customers at the first touchpoint. With Freshsales’ enhanced touchpoint tracking, Blue Nile was able to gain a better understanding of customer behavior to personalize communication and improve customer satisfaction.

Key features:

  • Table, list, and Kanban views allow your team to visualize workflow however it sees fit to optimize its experience.

  • Auto assignment appoints leads or deals to specific agents without any manual intervention.

  • Sales sequences allow team to automate outreach campaigns with predefined triggers, as well as manage follow-ups and reminders

  • Workflows can automate sales processes with designated criteria in a simple point-and-click interface

  • Territories' function empowers your team to focus on segmented groups of leads based on geographical location.

  • Territory hierarchy designates parent and child regions to help focus efforts on broad or niche lead segments depending on business preferences.

  • IntelliAsign auto-distributes communications to a preferred agent based on expertise, availability, or several other designations.

  • Contact Scoring enables the identification and prioritization of the most sales-ready leads by utilizing AI to examine both positive and negative signals.

  • Sales Forecasting helps predict performance while identifying high-intent targets based on past sales data.

Pros:

  • Extensive automation capacity

  • Ready-to-use automation templates

  • AI-powered contact scoring

  • Multiple deal pipelines

  • Robust analytics

  • Plethora of personalization features

Pricing:

Starts $9 per month per user, up to $59 per user per month for our Enterprise package.

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2. Distribution Engine

Distribution Engine is a rules-based assignment engine developed by NC Squared that helps distribute communications evenly across your team. It’s focused on sales operations and provides an easy-to-use interface, making it appealing to less-tech-savvy businesses.

Key features:

  • Its territory function permits records to be designated to an appropriate region, empowering geo-relevant agents to handle those communications.

  • Round-robin, load-balancing, and pull distribution options allow for different rule-based criteria.

  • Assignment weighting enables teams to assign a heavy or lighter workload to specific representatives based on their expertise and/or experience.

Pros:

  • Integrated with Salesforce CRM

  • Robust reporting and analytics

  • Excels in fair distribution of responsibilities

Cons

  • Lack of options – only one package is available

  • Deficiencies in flexibility

  • User reviews mention hit-or-miss customer service

Pricing:

One plan – $45 per month per user.

3. Chili Piper

Chili Piper provides a suite of software solutions focused on optimizing various aspects of the sales process. It specializes in automating the scheduling of appointments with various leads.

Key features:

  • The inclusion of smart-booking links in emails enables potential customers to book a meeting with just one click.

  • Handoff promotes a seamless transition from prospecting to sales, ensuring all data is shared and the lead is connected with the most relevant agent.

  • RevOps helps determine the most important strategies to drive conversions while eliminating silos between different departments.

Pros:

  • Auto-syncing capabilities

  • Streamlined meeting scheduling

  • Advanced weighting customization

Cons

  • Users report various bugs and glitches

  • Convoluted interface

  • Not ideal for enterprise-level organizations

Pricing:

From $15 per user per month, up to $30 per user per month

4. Bitrix 24

Bitrix24 is a collaborative business communication platform designed for small and medium-sized businesses. It offers a comprehensive suite of tools to help organizations manage various aspects of their operations, including project management and CRM.

Key features:

  • Document Builder empowers businesses to create Service Level Agreements (SLAs), contracts, shipping manifests, and more from within its CRM.

  • Its Webmail feature allows for the creation of multiple emails under one account, with advanced permission settings available for shared inboxes.

  • The Mind Map application unambiguously displays objectives and work distribution while allowing for simple task assignments.

Pros:

  • Top-notch security

  • No shortage of extra features

  • Affordable

Cons

  • Lack of customization

  • Complicated UI when used without third-party integration

  • Reviews mention poor customer support

Pricing:

Begins at $0, up to $199 per business per month.

5. boberdoo

boberdoo is a software-as-a-service (SaaS) provider for the lead generation and online marketing industries. It’s best known for its automation abilities and customizable distribution options.

Key features:

  • Ping post software sends only partial information to the lead buyer, promoting better data protection for both the lead and lead generator.

  • LeadQC verifies inbound leads and provides a score for each – flagged leads are set aside for manual review to enhance quality assurance.

  • Flexible web campaigns that pay out to affiliates at a designated frequency, ensuring profitability for your organization.

Pros:

  • Simple navigation

  • User reviews praise customer support

  • Considerable routing criteria

Cons

  • Feedback frequently mentions technical bugs

  • Complicated personalization features

  • Advanced add-ons can be pricey

Pricing:

The website mentions monthly fees as low as $100, but you’ll have to reach out to boberdoo for custom quotes for your specific business.

6. LeanData

LeanData specializes in providing solutions for lead management within the context of B2B (business-to-business) sales and marketing. The company's platform is designed to help organizations enhance the distribution of leads to sales teams.

Key features:

  • Orchestration feature optimizes the pipeline by providing relevant data at the right moment in any revenue process.

  • Intelligent lead delivery automates procedures to identify duplicate leads, improve lead assignment, and more.

  • Evaluates buyer signals to identify high-intent accounts and reduce time spent on manual research.

Pros:

  • Accurate matching algorithm

  • Drag-and-drop interface

  • Customization of lead routing

Cons

  • Limitations in overall personalization

  • Steep learning curve

  • Excess of features can be overwhelming for some users

Pricing:

From $39 per user per month, up to $59 per user per month.

7. LeadAssign

LeadAssign is an AI-driven routing engine that is utilized globally and by businesses of all sizes. It’s designed to ensure organizations have real-time visibility to every lead across all partners.

Key features:

  • Detailed real-time progress reports of individual leads to help assess if campaigns are resulting in conversions.

  • Lead offers can be distributed via email and SMS with no login required; once accepted, all data is available, and activity is recorded.

  • Pipeline key performance indicators (KPIs) are available to assist in evaluating the performance of representatives and refining future strategies.

Pros:

  • Great reporting and analytics capabilities

  • Customizable interface

  • Wide-ranging rule-based criteria

Cons

  • Can be pricey for companies managing a high number of leads

  • Falls short in traditional CRM capabilities

  • Several user reviews mention lag times

Pricing:

$149 per business per month, or contact LeadAssign for a custom quote.

8. Power Router

PowerRouter allows sales teams to manage leads and contacts within Salesforce CRM. It offers an automation engine to create routing rules and actionable metrics to improve account-based sales support.

Key features:

  • One-click automation and drag-and-drop visual workflow helps to manage leads by territory or revenue to identify those with the highest potential.

  • Interactive dashboards enable real-time data insights and allow for instantaneous refinement of strategies.

  • Ability to designate custom ‘tie-breakers’ to ensure that accounts are being distributed to the best-matched representative.

Pros:

  • Helpful 24/7 customer support

  • Highly scalable

  • Excels in speed of routing

Cons

  • Limited prospecting abilities

  • Lack of integration capabilities

  • User reviews mention bugs and lagging

Pricing:

Starts at $15 per user per month, up to $35 per user per month.

9. LeadByte

LeadByte is a lead management and marketing automation platform. It provides tools for lead generation, distribution, and tracking to help businesses optimize their lead processes.

Key features:

  • Lead Capture allows companies to gather leads from multiple sources such as landing pages, social media, and more.

  • Real-time validation enables the verification of leads to ensure they’re relevant, original, and correctly formatted.

  • Bulk SMS and email communication permits the distribution of mass messaging and provides reports to help focus on leads with the highest intent.

Pros:

  • Buyer-supplier portal

  • Ability to create landing pages

  • Plenty of CRM integration

Cons:

  • User experience (UX) needs improvement

  • Limited mobile access

  • No free trial available

Pricing:

LeadByte’s website doesn’t list any prices. You’ll have to contact LeadByte for a custom quote for your specific organization.

10. LeadsPedia

  • LeadsPedia is a lead tracking and performance platform. It’s designed to assist businesses and marketing professionals in managing their lead-generation campaigns.

  • Key features:

  • Leads Disposition monitors each lead in real-time to provide insight into why they’re being accepted or rejected.

  • WhitePages Pro integration allows identity checks and verification of leads while enabling the scoring of leads based on the probability of conversion.

  • Geo-targeting capabilities empower organizations to focus on leads in specific states, cities, and zip codes.

Pros:

  • Extensive verification measures

  • Comprehensive lead dashboard

  • User reviews indicate responsive customer support

Cons

  • Steep learning curve

  • Analytics and reporting features could be improved

  • URL remains the same throughout UX, so bookmarking is not possible

Pricing:

Begins at $1,500 per month per business – you’ll have to contact LeadsPedia directly for a custom quote for your company.

How to choose which software is best for your business

Choosing the best lead distribution software involves considering various factors to ensure it aligns with your specific business goals. Here are some key factors to consider in your decision-making process:

  • Define your requirements: Clearly outline your business objectives. Identify the specific criteria for lead assignment, integration needs, and any customization preferences.

  • Integration capabilities: Consider the software's ability to integrate with other systems, particularly your CRM platform and marketing tools. Proper integration enhances overall efficiency and data consistency.

  • Automation features: Evaluate the automation capabilities of the software. The system should automate lead assignment based on predefined rules to minimize manual intervention and reduce response times.

  • Customization options: Look for software that allows personalization to match your unique business processes. The ability to tailor the software to your workflows ensures a more effective implementation.

Freshsales hits the nail on the head in all of these considerations, making it an ideal selection no matter your organization’s size or industry. Freshsales connects with over 750 different applications, includes increasingly capable Freddy AI, and provides robust customization options to ensure your first impression is your best one!

Sign up for a free trial or schedule a demo today!

FAQs

What is lead routing software, and how does it benefit businesses?

Lead routing software is a specialized tool designed to automate the process of assigning potential customer leads to the most appropriate sales agents. The benefits of lead routing include streamlining the lead distribution process, reducing response times, and increasing the likelihood of successful conversions.

Are lead distribution tools suitable for businesses of all sizes?

Yes.

Lead distribution software is generally beneficial for businesses of all sizes, ranging from small enterprises to large corporations. While the specific needs of lead management may vary, companies of all sizes will appreciate the automation and optimization that these software offer. Smaller businesses may find them valuable for streamlining their lead management processes with limited resources, while larger enterprises can leverage their scalability features to handle higher lead volumes.

How do lead routing tools enhance the sales process?

By reducing response times and connecting individuals to the most knowledgeable representative, lead routing software streamlines interactions to enhance customer satisfaction and increase the likelihood of a purchase. Additionally, the software often provides real-time updates and analytics features, allowing companies to monitor and continuously refine their lead management strategies.

Can I integrate lead routing software with other sales and marketing tools?

Yes.

Distribution software is often designed with integration capabilities in mind, allowing for easy connections with various marketing tools. These integrations enhance the overall efficiency of your sales ecosystem by facilitating a cohesive flow of data between systems. Common integrations include CRM platforms, marketing automation software, analytics solutions, and more.