Definition of lead routing (lead distribution) in CRM


Meaning of the term lead routing in CRM software

In most CRM systems, the term lead routing designates a process of incoming lead distribution among sales agents. This process is usually automated.

Various lead distribution methods exist:
  • Even distribution method is the most basic one and it ensures that each sales representative receives an equal number of leads.
  • Geographic distribution method uses data such as ZIP code or telephone number area code in order to identify location of the lead and assign it to a person responsible for this territory.
  • Distribution by source routes the lead according to the acquisition channel.
  • Distribution by role routes the lead according to the sales agent field of expertise (Peter sells new cars, Mary sells used cars, Jack sells car parts and handles repairs).
Most lead routing software supports custom distribution methods as well.

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