Lead Routing

Lead routing determines how leads are assigned, distributed, and delivered to the right destination.

Overview

Routing includes:

Default Values - Set field values for all leads
Routing Rules - Conditionally assign leads based on criteria
Distribution - Round-robin or weighted assignment
Destinations - Where leads are sent (CRM, webhook, team)

Default Values

Set default field values that apply to all leads (or leads from specific sources).

Types of Defaults

Type	Description	Example
Static	Fixed value	`source = "API"`
Dynamic	System-generated	`received_date = today`
Formula	Calculated	`lead_id = {{uuid}}`

Dynamic Value Options

Value	Description
`{{today}}`	Current date (YYYY-MM-DD)
`{{now}}`	Current timestamp (ISO 8601)
`{{uuid}}`	Unique identifier
`{{lead_id}}`	Ledly lead ID
`{{source_name}}`	Lead source name
`{{vendor_name}}`	Vendor name

Setting Default Values

Navigate to Routing

Go to Settings → Routing → Default Values

Add a Default

Click Add Default Value

Configure

Field: Which field to set
Value: Static, dynamic, or formula
Source: Apply to all or specific sources

Save

Click Save to apply

Routing Rules

Create conditional rules that route leads based on field values.

Rule Structure

Each rule has:

Conditions - When the rule applies
Actions - What happens when it matches
Priority - Order of evaluation

Example Rules

Route MBA Leads to MBA Team:

IF program_interest contains "MBA"
THEN
  - Set assigned_team = "mba-admissions"
  - Set priority = "high"

Route California Leads:

IF state = "CA"
THEN
  - Set region = "west"
  - Set rep_email = "[email protected]"

Route High-Value Leads:

IF lead_score >= 80
THEN
  - Set priority = "urgent"
  - Trigger webhook "high-value-alert"

Distribution Methods

Round Robin

Distribute leads evenly across team members:

Lead 1 → Rep A
Lead 2 → Rep B
Lead 3 → Rep C
Lead 4 → Rep A (cycle repeats)

Weighted Distribution

Assign leads based on capacity:

Rep	Weight	Expected %
Rep A	3	50%
Rep B	2	33%
Rep C	1	17%

Skills-Based Routing

Route based on rep expertise:

Program	Assigned Reps
MBA	Rep A, Rep B
Nursing	Rep C, Rep D
Education	Rep E

Destinations

Salesforce

Sync leads directly to Salesforce:

Route TO Salesforce
  Object: Lead
  Owner: Based on routing rules
  Field Mapping: Configured mappings

Webhook

Send leads to an external endpoint:

Route TO Webhook
  URL: https://your-system.com/leads
  Method: POST
  Headers: Authorization: Bearer {{api_key}}

Email Notification

Notify team members:

Route TO Email
  Recipients: [email protected]
  Subject: New Lead: {{program_interest}}
  Body: Lead from {{source}}

Multiple Destinations

Route to multiple destinations simultaneously:

Route TO:
  1. Salesforce (primary CRM)
  2. Webhook (marketing platform)
  3. Email (notification)

Rule Priority

Rules are evaluated in priority order:

Priority	Rule	Action
1	High Score	Route to senior rep
2	MBA Interest	Route to MBA team
3	Nursing Interest	Route to Nursing team
4	Default	Route to general queue

First Match Wins

By default, the first matching rule is applied. You can configure:

Stop on first match - Only apply one rule
Apply all matching - Apply multiple rules

Use “stop on first match” for mutually exclusive destinations. Use “apply all” for additive actions (like notifications).

Vendor-Specific Routing

Override default routing for specific vendors:

Vendor	Default Owner	Program Override
Vendor A	Unassigned	MBA → Rep A
Vendor B	Rep B	None
Web Forms	Round-robin	By program

Setting Vendor Overrides

Go to Vendors → Select vendor
Click Routing Settings
Configure vendor-specific rules
Save

Field Overrides

Override field values from specific sources:

Use Cases

Override vendor-provided values
Normalize field values
Add source-specific data

Configuration

Go to Vendors → Select vendor → Field Overrides
Add override rules:

Field: source
Override: Set to "Partner - Vendor A"

Field: priority
Override: If empty, set to "normal"

Routing Log

Every routing decision is logged:

Viewing the Log

Go to Leads → Select lead
Click Activity tab
View routing events

Log Entry

{
  "timestamp": "2024-12-25T10:30:00Z",
  "lead_id": "lead_abc123",
  "rules_evaluated": [
    { "rule": "High Score", "matched": false },
    { "rule": "MBA Interest", "matched": true }
  ],
  "actions_taken": [
    { "action": "set_field", "field": "assigned_team", "value": "mba-admissions" },
    { "action": "salesforce_sync", "status": "success" }
  ]
}

API Reference

Get Default Values

GET /api/routing/defaults

Set Default Value

POST /api/routing/defaults
 
{
  "field": "source",
  "value": "API",
  "vendor_id": null
}

Get Routing Rules

GET /api/routing/rules

Create Routing Rule

POST /api/routing/rules
 
{
  "name": "Route MBA Leads",
  "priority": 10,
  "conditions": {
    "operator": "AND",
    "rules": [
      { "field": "program_interest", "operator": "contains", "value": "MBA" }
    ]
  },
  "actions": [
    { "type": "set_field", "field": "assigned_team", "value": "mba-admissions" }
  ]
}

Best Practices

Start simple - Begin with default values, add rules as needed
Test thoroughly - Use test leads before enabling in production
Document rules - Explain why each rule exists
Monitor distribution - Ensure leads are balanced across reps
Review regularly - Remove outdated rules
Use priorities wisely - Keep the most important rules first

Marketing Attribution State Restrictions