Lead routing rules template
Most lead routing breaks because the rules live in someone's head or in a tangle of assignment rules nobody can read. Leads land in a catch-all queue, get assigned to reps on vacation, or bounce between territories. This template writes routing as an ordered list of rules, first match wins, with an explicit fallback and SLA for each, so it can be built in any router and debugged when a lead goes to the wrong place.
- Category:
- CRM & Data Hygiene
- Formats:
- PDF + CSV + web view
- Sections:
- 6
- Updated:
What you get
- An ordered rule table with match criteria, destination, fallback, and SLA
- Round-robin and capacity rules covering out-of-office, caps, and weighting
- Account matching rules so leads from existing customers reach the account owner
- An SLA and escalation table
- A test case sheet to verify the rules before and after every change
Who it's for
- Marketing ops and RevOps teams owning inbound lead flow
- SDR managers dealing with uneven lead distribution or slow response
- Teams moving routing from native assignment rules to a dedicated router
What's inside
- 1
Ordered routing rules
7 columns, 5 worked example rows
- 2
Round-robin and capacity rules
6 fields to complete
- 3
Account matching
4 columns, 3 worked example rows
- 4
SLA and escalation
5 columns, 3 worked example rows
- 5
Test cases
6 columns, 2 worked example rows
- 6
Why routing fails quietly
Guidance notes
Preview of section 1
Ordered routing rules
Evaluated top to bottom; the first rule that matches wins. Every rule needs a fallback.
| Order | Rule name | Match criteria | Destination | Assignment method | Fallback | SLA (first touch) |
|---|---|---|---|---|---|---|
| 1 | Existing open opportunity | Lead matches account with an open opportunity (by domain) | Opportunity owner | Direct | Account owner | 1 business hour |
| 2 | Existing customer | Lead matches account with active contract | Account owner | Direct | CSM on account, then AM team queue | 4 business hours |
The preview shows part of section 1. The full template has all 6 sections (5 not previewed here), with blank rows ready to fill in. Download the full template
How to use it
- 1
Match to accounts before anything else
The first rule should check whether the lead belongs to an existing account or open opportunity. A lead from a current customer routed to a new-business SDR through round robin is the most common and most visible routing failure.
- 2
Order rules from most specific to least
First match wins, so named accounts and strategic segments go at the top, geography and segment rules in the middle, and the catch-all at the bottom. Write the order down and never add a rule without deciding where it sits.
- 3
Give every rule a fallback
Every destination can be unavailable: a rep on leave, a queue with no members, a territory without coverage. Each rule names where the lead goes if its destination fails. The final catch-all should route to a person or team with an SLA, never to an unowned queue.
- 4
Set SLAs by lead type and measure them
A demo request and a content download do not deserve the same response time. Set the SLA per rule, measure time to first touch, and reassign automatically when the SLA is missed.
- 5
Test with real leads before every change
Keep a set of test cases that cover each rule and its fallback. Run them after any change to territories, headcount, or rules. Routing changes are the kind that fail silently for weeks.
Frequently asked questions
What are lead routing rules?
The ordered logic that decides which rep or team receives each new lead, based on criteria like account match, company size, geography, and lead type. Good rules also define a fallback when the destination is unavailable and an SLA for first response.
Should lead routing use round robin or territories?
Usually both. Territories or account ownership decide which team a lead belongs to, and round robin distributes leads fairly within that team. Round robin alone ignores account relationships; territories alone overload some reps.
How fast should inbound leads be contacted?
Hand-raisers such as demo requests should get the fastest SLA you can staff, often minutes rather than hours during business hours. Lower-intent leads can have a longer SLA. Measure your own time to first touch against conversion to set targets.
How do you route leads from existing customers?
Match the lead to an account by email domain before any other rule runs, then route to the opportunity owner or account owner. This prevents new-business reps from prospecting into accounts someone already owns.
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