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Design Lead Routing Rules

设计线索路由规则

Help the user design and implement lead routing — from choosing a routing model and defining assignment rules through platform implementation, speed-to-lead optimization, and capacity management. This skill is tool-agnostic and covers Salesforce, HubSpot, Salesloft, Apollo, and standalone routing tools.
帮助用户设计并实现线索路由——从选择路由模型、定义分配规则，到平台落地、优化线索响应速度和容量管理。本Skill不绑定特定工具，涵盖Salesforce、HubSpot、Salesloft、Apollo以及独立路由工具。

Step 1 — Gather context

步骤1 — 收集背景信息

Ask the user:
  1. What's your team structure?
    • How many reps (SDRs, AEs, or both)?
    • Are reps specialized (by segment, territory, vertical) or generalist?
    • Any tiered seniority (senior reps vs junior)?
  2. Where do leads come from?
    • A) Inbound (website forms, content, events)
    • B) Outbound (SDR-sourced, cold outbound)
    • C) Product-led (signups, trials, PQLs)
    • D) Partner/channel
    • E) Mix — describe
  3. How are leads routed today?
    • A) Manual assignment (manager assigns)
    • B) Round-robin
    • C) Territory-based
    • D) CRM automation rules
    • E) No system — first come first served
    • F) Starting from scratch
  4. What tools do you use?
    • CRM: Salesforce, HubSpot, Pipedrive, other
    • Sales engagement: Salesloft, Apollo, Mailshake, other
    • Routing tools: LeanData, Chili Piper, Distributely, none
  5. What's your lead volume? (weekly or monthly inbound leads, rough estimate)
If the user's request already provides most of this context, skip directly to the relevant step. Lead with your best-effort answer using reasonable assumptions (stated explicitly), then ask only the most critical 1-2 clarifying questions at the end — don't gate your response behind gathering complete context.
询问用户：
  1. 你的团队结构是怎样的？
    • 有多少销售代表（SDR、AE或两者都有？）
    • 销售代表是否有细分专长（按客户群体、区域、垂直行业）还是通用型？
    • 是否有层级划分（资深代表 vs 初级代表？）
  2. 你的线索来源有哪些？
    • A) 入站线索（网站表单、内容下载、活动）
    • B) 出站线索（SDR挖掘、陌生 outreach）
    • C) 产品驱动线索（注册、试用、PQL）
    • D) 合作伙伴/渠道线索
    • E) 混合来源——请说明
  3. 当前的线索路由方式是怎样的？
    • A) 手动分配（由经理分配）
    • B) 轮询制
    • C) 区域制
    • D) CRM自动化规则
    • E) 无系统——先到先得
    • F) 从零开始搭建
  4. 你使用哪些工具？
    • CRM：Salesforce、HubSpot、Pipedrive或其他
    • 销售触达工具：Salesloft、Apollo、Mailshake或其他
    • 路由工具：LeanData、Chili Piper、Distributely或无
  5. 你的线索量级是多少？（每周或每月入站线索的大致估算）
如果用户的请求已提供大部分上述背景信息，可直接跳至相关步骤。 先基于合理假设（需明确说明）给出初步方案，最后仅询问1-2个最关键的澄清问题——不要要求用户提供完整背景后才给出响应。

Step 2 — Routing model framework

步骤2 — 路由模型框架

Choose the right routing model based on team structure and lead characteristics.
根据团队结构和线索特征选择合适的路由模型。

Decision matrix

决策矩阵

ModelBest forTeam sizeComplexitySpeed-to-lead
Round-robinEqual distribution, generalist teamsAnyLowFast
Territory-basedGeographic or named-account specialization4+ repsMediumFast
Score-basedMatching lead quality to rep skill6+ repsHighMedium
Account-basedNamed accounts with assigned ownersAny with ABMMediumFast (if owner exists)
HybridComplex orgs with multiple segments10+ repsHighVaries
模型适用场景团队规模复杂度线索响应速度
轮询制均等分配线索，通用型团队任意规模低快
区域制按地理或指定账户细分专长4人以上团队中快
评分制根据线索质量匹配销售代表技能6人以上团队高中
基于客户账户的模型有指定账户的ABM团队任何采用ABM的团队中快（若已有账户负责人）
混合模型有多个细分群体的复杂组织10人以上团队高视情况而定

Round-robin

轮询制

  • How it works: Leads assigned in rotation to each rep equally
  • Variants: Simple (A→B→C→A), weighted (A gets 40%, B gets 30%, C gets 30%), availability-aware (skip reps who are OOO)
  • Best for: Small teams, equal lead quality, no specialization needed
  • Limitation: Doesn't account for rep skill, lead quality, or territory
  • 运作方式：线索按顺序轮流分配给每位销售代表，确保均等分配
  • 变体：简单轮询（A→B→C→A）、加权轮询（A获得40%，B获得30%，C获得30%）、基于可用性的轮询（跳过休假的代表）
  • 最佳适用场景：小型团队、线索质量均等、无需细分专长
  • 局限性：未考虑销售代表技能、线索质量或区域因素

Territory-based

区域制

  • How it works: Leads assigned based on geographic region, industry vertical, or company size segment
  • Territory types: Geographic (NA West, NA East, EMEA, APAC), vertical (Healthcare, FinTech, SaaS), segment (SMB, Mid-market, Enterprise)
  • Best for: Teams with regional/vertical expertise, large enough to specialize
  • Limitation: Uneven lead distribution if territories have different volumes
  • 运作方式：根据地理区域、行业垂直领域或公司规模细分分配线索
  • 区域类型：地理型（北美西部、北美东部、欧洲中东非洲、亚太）、垂直行业型（医疗、金融科技、SaaS）、客户规模型（中小企业、中大型企业、大型企业）
  • 最佳适用场景：具备区域/垂直行业专长的团队，规模足够支持细分
  • 局限性：若各区域的线索量不同，会导致分配不均

Score-based

评分制

  • How it works: High-score leads go to senior/experienced reps, lower-score leads go to SDRs for qualification
  • Tiers: Hot (80+ score → senior AE), warm (50-79 → standard AE), cold (30-49 → SDR), below 30 → nurture/discard
  • Best for: Teams with lead scoring in place (see 
    /sales-lead-score
    ), tiered rep experience
  • Limitation: Requires a working scoring model; bad scores = bad routing
  • 运作方式：高评分线索分配给资深销售代表，低评分线索分配给SDR进行筛选
  • 层级划分：高热度（80分以上 → 资深AE）、中热度（50-79分 → 普通AE）、低热度（30-49分 → SDR）、30分以下 → 培育/丢弃
  • 最佳适用场景：已搭建线索评分体系的团队（参见/sales-lead-score）、有层级划分的销售团队
  • 局限性：依赖有效的评分模型；评分不准确会导致路由失误

Account-based

基于客户账户的模型

  • How it works: Leads matched to existing account owners. Net-new accounts routed via other model.
  • Logic: Check if lead's company matches an existing account → assign to account owner. If no match → fallback to round-robin or territory.
  • Best for: ABM teams, named account strategies, preventing rep conflicts
  • Limitation: Requires clean account data and dedup
  • 运作方式：线索匹配至现有账户负责人。新账户线索通过其他模型分配。
  • 逻辑：检查线索所属公司是否匹配现有账户 → 分配给账户负责人。若无匹配 → fallback到轮询制或区域制。
  • 最佳适用场景：ABM团队、指定账户策略、避免销售代表冲突
  • 局限性：需要清晰的账户数据和去重机制

Step 3 — Design routing rules

步骤3 — 设计路由规则

Priority waterfall

优先级瀑布流

Build routing rules as a priority waterfall — the first matching rule wins:
PriorityRuleExample
1Existing account matchLead's company matches an owned account → route to account owner
2Named account listCompany on target account list → route to assigned AE
3Score thresholdScore ≥ 80 → route to senior AE pool
4Territory matchGeography/segment matches territory → route to territory owner
5Round-robin fallbackNo other rule matched → round-robin across available reps
按优先级瀑布流构建路由规则——第一个匹配的规则生效：
优先级规则示例
1匹配现有账户线索所属公司匹配已有负责人的账户 → 路由至账户负责人
2指定账户列表公司在目标账户列表中 → 路由至指定AE
3评分阈值评分≥80 → 路由至资深AE池
4匹配区域地理/细分群体匹配区域 → 路由至区域负责人
5轮询制fallback未匹配其他规则 → 分配给可用的销售代表轮询

Speed-to-lead SLAs

线索响应速度SLA

Speed-to-lead is the most important metric in routing. Response time directly impacts conversion:
Response timeConversion impact
< 5 minutes8x more likely to qualify vs 30 min
5-30 minutesBaseline
30-60 minutes50% drop in qualification rate
> 1 hour80%+ drop
> 24 hoursEssentially dead — better to re-nurture
SLA recommendations by lead type:
  • Inbound demo request: < 5 minutes
  • Inbound content download: < 1 hour
  • PQL (product-led): < 15 minutes
  • Outbound response/reply: < 1 hour
  • Partner referral: < 30 minutes
线索响应速度是路由中最重要的指标，响应时间直接影响转化：
响应时间转化影响
<5分钟比30分钟响应的线索，合格概率高8倍
5-30分钟基准水平
30-60分钟合格概率下降50%
>1小时合格概率下降80%以上
>24小时基本无效——建议重新培育
不同线索类型的SLA建议：
  • 入站演示请求：<5分钟
  • 入站内容下载：<1小时
  • PQL（产品驱动）：<15分钟
  • 出站线索回复：<1小时
  • 合作伙伴推荐：<30分钟

Overflow and fallback rules

溢出与fallback规则

What happens when the assigned rep can't respond in time:
ScenarioFallback
Rep doesn't respond within SLAEscalate to manager + reassign to next available
Rep is OOOSkip in rotation, assign to backup
Territory owner at capacityOverflow to adjacent territory or SDR pool
No account owner existsFall through to round-robin
当指定销售代表无法及时响应时的处理方式：
场景Fallback方案
销售代表未在SLA内响应升级至经理 + 重新分配给下一位可用代表
销售代表休假从轮询中跳过，分配给备用代表
区域负责人已达容量上限溢出至相邻区域或SDR池
无账户负责人Fallback到轮询制

Conflict resolution

冲突解决

  • Multiple reps claim same lead: Account owner wins. If no account owner, first-touch attribution.
  • Lead matches multiple territories: Primary territory wins (define primary in territory rules).
  • Existing customer, new contact: Route to account owner, not round-robin.
  • Recycled/re-engaged lead: Route back to original owner if still on team, otherwise round-robin.
  • 多位销售代表认领同一条线索：账户负责人优先。若无账户负责人，按首次触达归属。
  • 线索匹配多个区域：主区域优先（在区域规则中定义主区域）。
  • 现有客户的新联系人：路由至账户负责人，而非轮询制。
  • 回收/重新激活的线索：若原负责人仍在团队，路由回原负责人；否则采用轮询制。

Step 4 — Platform implementation

步骤4 — 平台落地

Salesforce

Salesforce

  1. Assignment Rules: Setup > Lead Assignment Rules — define criteria and assign to users or queues
  2. Queues: Create lead queues for pools (SDR pool, AE pool, territory queues)
  3. Flow Builder: For complex logic — score-based routing, account matching, SLA escalation
  4. Matching rules: Setup > Duplicate Management > Matching Rules — match leads to existing accounts
  5. Escalation rules: Setup > Escalation Rules — auto-escalate if not contacted within SLA
  6. Third-party: LeanData or Distributely for advanced routing with visual rule builders
  1. 分配规则：设置 > 线索分配规则——定义条件并分配给用户或队列
  2. 队列：创建线索队列用于分组（SDR池、AE池、区域队列）
  3. Flow Builder：处理复杂逻辑——评分制路由、账户匹配、SLA升级
  4. 匹配规则：设置 > 重复数据管理 > 匹配规则——将线索与现有账户匹配
  5. 升级规则：设置 > 升级规则——若未在SLA内联系，自动升级
  6. 第三方工具：LeanData或Distributely，提供可视化规则构建器的高级路由功能

HubSpot

HubSpot

  1. Lead rotation: Settings > Users & Teams > Lead Rotation — built-in round-robin
  2. Workflows: Automation > Workflows — build if/then routing logic based on properties
  3. Contact owner assignment: Use workflow actions to set owner based on territory, score, or account
  4. SLA monitoring: Create workflow to reassign if owner doesn't log activity within X hours
  5. Third-party: Chili Piper for real-time scheduling + routing from forms
  1. 线索轮询：设置 > 用户与团队 > 线索轮询——内置轮询功能
  2. 工作流：自动化 > 工作流——基于属性构建if/then路由逻辑
  3. 联系人负责人分配：使用工作流操作，根据区域、评分或账户设置负责人
  4. SLA监控：创建工作流，若负责人在X小时内未记录活动则重新分配
  5. 第三方工具：Chili Piper，用于表单的实时调度+路由

Salesloft

Salesloft

  • Rhythm routing: Rhythm prioritizes actions for reps — configure routing via CRM sync
  • Cadence assignment: Auto-import leads into cadences based on CRM assignment
  • Round-robin: Not native — handle in CRM, sync assignment to Salesloft
  • Rhythm路由：Rhythm为销售代表优先排序任务——通过CRM同步配置路由
  • 序列分配：根据CRM分配结果自动将线索导入序列
  • 轮询制：无原生功能——在CRM中处理，同步分配结果至Salesloft

Apollo

Apollo

  • Sequence assignment: Assign contacts to sequences owned by specific reps
  • CRM sync: Apollo respects CRM ownership — route in CRM, sync to Apollo
  • Lists: Create filtered lists per rep/territory, assign sequences accordingly
  • 序列分配：将联系人分配给特定销售代表的序列
  • CRM同步：Apollo遵循CRM的归属设置——在CRM中配置路由，同步至Apollo
  • 列表：创建按销售代表/区域筛选的列表，分配对应的序列

Step 5 — Measurement

步骤5 — 效果衡量

Key metrics

核心指标

MetricTargetWhat it tells you
Speed-to-lead< 5 min (inbound demo), < 1 hr (other)Are reps responding fast enough?
Lead acceptance rate> 80%Are reps accepting or rejecting assigned leads? Low acceptance = bad targeting or routing
Conversion by routeCompare across modelsWhich routing path converts best? Identifies if certain territories or tiers underperform
Capacity utilization70-90% per repAre reps overloaded or underutilized? Adjust weights or territories
Cherry-picking rate< 10%Are reps ignoring low-score leads? May need to enforce SLAs or adjust scoring
指标目标值说明
线索响应速度<5分钟（入站演示），<1小时（其他）销售代表响应是否足够快？
线索接受率>80%销售代表是否接受分配的线索？接受率低 = 目标定位或路由存在问题
各路由路径的转化率对比不同模型哪种路由路径的转化效果最好？识别表现不佳的区域或层级
容量利用率每位销售代表70-90%销售代表是否过载或利用率不足？调整权重或区域划分
挑拣率<10%销售代表是否忽略低评分线索？可能需要强制执行SLA或调整评分规则

Optimization cadence

优化周期

  • Weekly: Check speed-to-lead and acceptance rate
  • Monthly: Review conversion by route, adjust weights or territories
  • Quarterly: Full routing model review — does the model still match team structure and lead sources?
  • 每周：检查线索响应速度和接受率
  • 每月：回顾各路由路径的转化率，调整权重或区域划分
  • 每季度：全面审核路由模型——模型是否仍匹配团队结构和线索来源？

Gotchas

注意事项

  • Don't route without enrichment. If leads arrive with just an email (e.g., from a form), enrich with company data before routing. Without company/title data, territory and score-based routing can't work. Use 
    /sales-enrich
    to fill in gaps before routing.
  • Don't ignore speed-to-lead. A perfect routing model with slow response is worse than a simple round-robin with fast response. If you can only optimize one thing, optimize speed-to-lead. The data is clear: 5 minutes vs 30 minutes is an 8x difference in qualification.
  • Don't overcomplicate before simple works. Start with round-robin. Only add territory or score-based routing when you have data showing it improves conversion. Complexity increases maintenance burden and failure modes.
  • 不要在未补全线索信息的情况下路由。如果线索仅包含邮箱（例如来自表单），需先补全公司数据再路由。若无公司/职位信息，区域制和评分制路由无法生效。请使用/sales-enrich在路由前补全信息缺口。
  • 不要忽视线索响应速度。一个完美但响应缓慢的路由模型，不如一个简单但响应快速的轮询制。如果只能优化一件事，优先优化线索响应速度。数据明确显示：5分钟响应比30分钟响应的线索合格概率高8倍。
  • 不要在简单方案生效前过度复杂化。从轮询制开始。只有当数据显示区域制或评分制能提升转化时，再添加这些规则。复杂度会增加维护成本和故障风险。

Related skills

相关Skill

  • /sales-lead-score
    — Design the scoring model that feeds score-based routing
  • /sales-enrich
    — Enrich leads with company/title data needed for routing rules
  • /sales-prospect-list
    — Build prospect lists with pre-segmented territories
  • /revops
    — Design the broader marketing-to-sales handoff process
  • /sales-cadence
    — Design cadences for different route segments
  • /sales-do
    — Not sure which skill to use? The router matches any sales objective to the right skill.
  • /sales-lead-score
    — 设计为评分制路由提供数据的评分模型
  • /sales-enrich
    — 补全路由规则所需的公司/职位信息
  • /sales-prospect-list
    — 构建预细分区域的潜在客户列表
  • /revops
    — 设计更广泛的营销到销售的交接流程
  • /sales-cadence
    — 为不同路由细分群体设计触达序列
  • /sales-do
    — 不确定使用哪个Skill？该工具会将任何销售目标匹配到合适的Skill。

Examples

示例

Example 1: Round-robin for growing team

示例1：成长型团队的轮询制

User says: "I have 8 SDRs and about 200 inbound leads per week. How should I route them?" Skill does:
  1. Recommends weighted round-robin as baseline (equal distribution initially)
  2. Designs SLA rules: demo requests < 5 min, content leads < 1 hour
  3. Adds overflow rules for when reps are at capacity or OOO
  4. Provides HubSpot/Salesforce implementation steps Result: Round-robin routing with SLAs and overflow handling
用户需求：“我有8名SDR，每周约200条入站线索。应该如何路由？” Skill操作：
  1. 推荐加权轮询制作为基础方案（初始均等分配）
  2. 设计SLA规则：演示请求<5分钟，内容线索<1小时
  3. 添加销售代表过载或休假时的溢出规则
  4. 提供HubSpot/Salesforce落地步骤 结果：带SLA和溢出处理的轮询制路由

Example 2: Territory routing

示例2：区域制路由

User says: "I need territory routing for 4 AEs: NA West, NA East, EMEA, and APAC." Skill does:
  1. Defines territory rules by geography (country/state mapping to each territory)
  2. Handles named accounts that override geography
  3. Adds fallback for leads with unknown geography
  4. Provides CRM implementation steps Result: Territory routing with named-account override and geographic fallback
用户需求：“我需要为4名AE设置区域制路由：北美西部、北美东部、欧洲中东非洲、亚太。” Skill操作：
  1. 根据地理（国家/州映射）定义区域规则
  2. 处理覆盖地理规则的指定账户
  3. 为地理信息未知的线索添加fallback方案
  4. 提供CRM落地步骤 结果：带指定账户覆盖和地理fallback的区域制路由

Example 3: Score-based tiered routing

示例3：评分制分层路由

User says: "I want to route high-score leads to senior reps and low-score leads to SDRs. We use HubSpot." Skill does:
  1. Defines score thresholds for tiered routing (hot/warm/cold)
  2. Maps tiers to rep pools (senior AEs, standard AEs, SDRs)
  3. Adds fallback for unscored leads
  4. Provides HubSpot workflow implementation steps Result: Tiered routing with score thresholds, rep pool assignment, and fallback rules
用户需求：“我想将高评分线索分配给资深代表，低评分线索分配给SDR。我们使用HubSpot。” Skill操作：
  1. 定义分层路由的评分阈值（高/中/低热度）
  2. 将层级映射到销售代表池（资深AE、普通AE、SDR）
  3. 为未评分线索添加fallback方案
  4. 提供HubSpot工作流落地步骤 结果：带评分阈值、销售代表池分配和fallback规则的分层路由

Troubleshooting

故障排查

Leads sitting unworked

线索未被跟进

Symptom: Leads assigned but not contacted within SLA Cause: Rep overload, no SLA enforcement, or leads assigned during off-hours Solution: Add escalation rules — if no activity within SLA, reassign to next available. Implement capacity caps per rep. Route based on business hours/timezone.
症状：线索已分配但未在SLA内被联系 原因：销售代表过载、无SLA强制执行、线索在非工作时间分配 解决方案：添加升级规则——若SLA内无活动，重新分配给下一位可用代表。为每位销售代表设置容量上限。根据工作时间/时区路由。

Uneven distribution

分配不均

Symptom: Some reps have 3x the leads of others Cause: Territory imbalance, weighted round-robin misconfigured, or account-matching sending too many leads to one owner Solution: Audit territory volumes monthly. Adjust weights to normalize. Add capacity caps to prevent any single rep from getting more than X leads/day.
症状：部分销售代表的线索量是其他代表的3倍 原因：区域不平衡、加权轮询配置错误、账户匹配导致过多线索流向同一负责人 解决方案：每月审核区域线索量。调整权重以平衡分配。设置容量上限，防止单个销售代表每日获取超过X条线索。

Rep conflicts over lead ownership

销售代表对线索归属存在冲突

Symptom: Multiple reps claiming the same lead or account Cause: No account-matching step in routing, or duplicate accounts in CRM Solution: Add account-matching as the first step in routing waterfall. Deduplicate accounts in CRM. Establish clear rules: account owner always wins for existing accounts.
症状：多位销售代表认领同一条线索或账户 原因：路由中无账户匹配步骤，或CRM中存在重复账户 解决方案：将账户匹配作为路由瀑布流的第一步。在CRM中对账户去重。明确规则：现有账户的负责人始终优先。