The Many Examples of Salesforce Lead Assignment

Creating assignment rules in Salesforce is a straightforward process and having them active can positively impact the bottom line of the most successful sales team. We’re finding that new users to Salesforce can configure rule-based case and lead assignment easily enough but sometimes actually knowing the best way to setup this process for their unique circumstances and team structure is more complicated. That’s why we’ve collated examples of the most popular types of assignment rules, so you can learn how fellow organisations are managing their assignment processes.

Different Types of Salesforce Lead Assignment

Salesforce can be configured to offer various types of lead and case assignment straight out of the box and companies can fine tune the setup with an impressive degree of control. However, what might be the optimum process for one company may be entirely the wrong approach for another, so each setup will have its own merits. Check out our listed assignment rule examples below and see if any standout for your organisation:

Assignment Rules Based On Territory 


a popular method of lead & case distribution across the United States & Europe. In this case individual queue’s can be created based on Geographical areas, for example in the US you may have 3 different queue’s for the west coast, central region & the east coast. Assignment rules can then be created so that incoming leads are placed into the correct queue based on captured address information. Salesforce users can either be notified each time a new lead enters their territory queue or simply check the contents of the queue and claim ownership of any opportunities that fit their criteria.

Tiered Lead Assignment – leads and cases can also be assigned to different team members based on different service packages or a perceived impression of the overall size or value of the opportunity. For example, a lead may come into Salesforce courtesy of a web form in which the prospect outlines whether they would be interested in a ‘Gold’, ‘Silver’ or ‘Bronze’ service package. The assignment rules can pick out any consistent data points like this and use the information to assign the opportunity to the most appropriate list of representatives. Company size could be another data point that is used for this line of thinking and this can help ensure the most lucrative opportunities are taken care of by the most experienced sales reps.

Assignment Based On Product Interest – for companies with a large selection of complex services this type of Salesforce assignment rule is incredibly useful. It involves pre-defining which team members are specialists in specific product areas, then when leads come into the business Salesforce can pick out specific product information relating to what service the prospect is enquiring about. When the assignment process takes place, leads are then only distributed to agents who are pre-selected as being experts in that field. This can be extremely useful for companies like Insurance Brokers who offer customer service across motor, home & travel products yet employees may not be trained across all 3 verticals.

Assignment Based On Lead Status – another textbook example of Salesforce lead assignment and how leads can be distributed to the sales representatives or team members best placed to act. This type of Salesforce lead assignment involves someone grading the status of a lead or case based on what level of contact has happened to date. Examples include leads being marked as ‘Hot’, ‘Warm’ or ‘Cold’ or even leads being marked ‘new’, ‘nurture’ or ‘not interested’. A lot of leads and cases have multiple touchpoints within an organisation so distributing leads based on where they are in their process journey enables leads and cases to be picked-up by agents within the correct business department. In a typical sales-based environment a new business lead marked as ‘cold’ may have assignment rules setup to divert the lead to a team of telesales executives whereas a ‘warm’ lead may go to one of the sales managers.

Round Robin Based Assignment Rules – again these are regularly used by organisations in various industries and are relatively easy to setup using the custom field options in Salesforce. The premise with round robin based assignment is that leads or cases are evenly distributed across all team members. Therefore, when a new lead comes into play it is automatically assigned to the team member who has waited the longest since their last lead; meaning all leads are spread out evenly as they come into Salesforce. This is great for creating a sense of fairness across the team but doesn’t take into consideration any of the more sophisticated options that may be important for your organisation.

Further Examples of Salesforce Assignment Rules

We believe the above examples of Salesforce assignment rules are some of the most popular methods used by organisations today. However, it doesn’t stop there! There are several other approaches you can adopt to make your assignment process more intelligent. All the above methods can be configured directly using the standard assignment rule functionality however there is a whole World of added options if using any of the enterprise technology found in the Salesforce AppExchange. For example, our Q-Assign application can do all of the above – as well as distributing leads based on workloads, office hours and point scoring criteria. All of which mean your leads and cases have a better chance of being dealt with more effectively.


If you would like to move beyond the standard assignment rule options in your current version of Salesforce, why not see if Q-Assign can breathe some new life into your distribution processes?