How lead routing works: priority, geography and ambassador
Who gets a new lead, and why. Read this before you conclude routing is broken.
WORKING LEADS · LD-05
|
Field |
Value |
|
Category |
Working Leads |
|
Applies to |
Sales, Marketing, Managers |
|
Type |
Concept |
|
Lifecycle |
U — Updatable (names and territories) |
|
Owner |
Gui |
|
Supporting video |
Loom #5 |
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Version |
v1.0 draft |
In one line
Every new lead is classified High or Regular priority, and that classification decides whether it goes to an Account Executive or into the standard qualification queue.
Who this is for and when to read it
Anyone who receives leads, sends leads, or gets asked why a lead ended up where it did.
Step one: priority
|
Priority |
Triggers — any one is enough |
Goes to |
|
High |
Source is Ambassador or Paid Search · Contact Type is Dentist Owner · Product of Interest is ACT Coaching or Transform |
Transform interest → an Account Executive, by geography. ACT Coaching interest → Gina. |
|
Regular |
Everything else — all other sources, contact types and products |
The Business Development Specialist (Jacqueline Perry) |
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Low |
Reserved for future use |
Not yet defined |
|
"Any one is enough" is the part people miss These triggers are an OR, not an AND. A lead with an Ambassador source routes High Priority even if Product of Interest is blank and Contact Type isn't set. One trigger fires and the lead goes to an AE. This is why a lead can look "wrongly" routed and be correct. Before escalating, check all three triggers — not just the one you were looking at. |
Step two: geography, for Transform leads
High-priority Transform leads are split between two Account Executives by state.
|
AE |
Territory |
|
Sarah — West |
WA · OR · CA · NV · AZ · UT · ID · MT · NM · ND · SD · NE · KS · OK · TX · MN · IA · MO · AR · LA · MS · AL · TN · KY |
|
Liz — East |
MI · IN · GA · FL · SC · NC · VA · WV · OH · ME · VT · NH · MA · NY · PA · RI · NJ · DE · MD · DC |
What routing needs from you
Routing can only act on what's on the record. Three fields do the work:
- Lead Source — usually set by the form or the import.
- Contact Type / Role in Practice — Dentist Owner is the one that matters for priority.
- Product of Interest — see AR-12.
If those are missing, routing still runs — it just has less to work with, and the lead is more likely to land in the standard queue. "How to confirm routing inputs are present" (LD-04) is the check.
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You can always reassign by hand Any user can change a deal or record owner manually, and that's intentional. Routing is designed to be right most of the time, not every time. If a lead clearly belongs with someone else, move it — and if you're seeing the same mis-route repeatedly, submit a ticket so we can fix the rule rather than the record. |
Why we do it this way
The whole design protects Account Executive time. AEs are the constraint in the sales motion, so the routing rules exist to make sure the leads most likely to become significant deals reach them quickly, and everything else gets qualified first.
The OR-logic follows from the same reasoning. Requiring every condition to match would be more precise and would also mean a strong ambassador referral waiting in a queue because a form field was empty. We chose to occasionally over-route to an AE rather than risk burying the best leads.
Related articles
- Product of Interest, explained (AR-12)
- How to confirm routing inputs are present (LD-04)
- How to check lead routing outcomes (LD-07)
- Troubleshooting: my lead went to the wrong person (LD-08)
- Lead Sources: the official list (AR-08)