MATCH LEADS TO SALES REPS USING DYNAMIC LEAD ASSIGNMENT RULES

To achieve maximum performance and productivity, you need to route the right lead to the right sales rep at the right time. That’s where dynamic lead assignment rules come into play. You can use dynamic rules to route leads to reps based on numerous attributes, including skills, experience and location. Here we’ll take a look at the most common attributes our customers use to determine where to route every inbound lead.

Territory Assignment

Perhaps the most common criteria to use is location, with sales teams often being organized by territory or zip code. That’s all well and good in a small team, but in high-volume, high-performance environments it’s important to take multiple factors into account before matching each lead to the best available sales rep.

Imagine you have English-speaking sales teams based in San Francisco and London. At 5.29pm in London it’s 9.29am in San Francisco. So why not route that 5.29 lead to San Francisco, where they can get a response within minutes?

Industry

Many B2B businesses, especially at the Enterprise level, organize their sales teams by vertical market or industry. Salesforce is a good example. They have teams which are aligned to Financial Services, Energy, Automotive, Education, High Tech and so on. They build up huge amounts of knowledge about customers and prospects in those sectors, and are able to convert a large amount of leads as a result. Building such factors into your lead assignment rules can be critical.

Workload

Load-balancing is absolutely crucial too. There’s no point in matching a really hot lead to your very best sales rep if they are already working on half a dozen other leads. Likewise you don’t want some sales reps sat idle whilst others are overwhelmed. You need to get the balance right. Your lead assignment rules need to be able to “pass over” sales reps if they are over-loaded or have maxed out on their quota.

Dynamic Lead Assignment Rules in Salesforce

Pretty much any configurable attribute can be factored into your lead assignment rules in Salesforce. And in high-volume, high-performance sales teams, all-of-the-above attributes are likely to be factored into dynamic lead assignment rules – with possibly more on top. Dynamic rules are able to assess hundreds or even thousands of factors at any given time, with each lead ultimately being matched to the most appropriate sales rep at that specific moment in time.

Empowering Managers

Finally, there’s a huge side-benefit in deploying dynamic assignment rules. Some Salesforce organisations have hundreds or even thousands of hard-coded lead case assignment rules in place which are designed to route leads to specific individuals or queues. Creating these rules involves a lot of hard-coding. To keep on top of them, as people leave the business (and new starters join), is both time-consuming and expensive. Hard-coded lead assignment rules are not a practical solution in a large and/or fast-growing organisation. By switching to dynamic rules, efficiencies can be made and sales management teams can be empowered to make quicker and more effective decisions.

Ortoo’s 5-star-rated app, Q-assign, is a dynamic lead routing engine which is 100% native to Salesforce. You can learn more here or take a look at it on the AppExchange, where it’s available to download on a 30-day trial.