CRM
Lead routing
Lead routing decides who a new lead is assigned to. Rules run top to bottom; the first rule whose conditions match wins and assigns the owner.
Where
Open Automations → Lead Routing. Create a rule, choose a pipeline (or all pipelines), set the conditions, pick a strategy, and choose the people to assign to.
Strategies
| Strategy | How it assigns |
|---|---|
| Round-robin | Rotates evenly across the chosen people, the least-recently-assigned goes next. |
| Weighted | Distributes by weight, so higher-capacity reps get proportionally more leads. |
| Specific person | Always assigns to one person. |
Conditions
A rule can target a slice of leads, for example “source is any of website, referral” or “deal value is at least 5000”. Conditions use the same builder as automations; see Conditions. A rule with no conditions applies to every new lead in its pipeline.
When routing runs
- Automatically when a new lead is created (form, ad, webhook, prospecting, or first inbound message).
- On demand from an automation, using the
Run lead routingaction, handy for re-assigning when a lead re-enters a stage.
Already-owned leads are left alone
Routing skips leads that already have an owner, so it never silently reassigns work in progress. The assignee is emailed when a lead is assigned to them.