Concept
Lead Routing
Also known as: lead assignment
The logic that decides which SDR or AE owns a lead — by geography, segment, round-robin, or account ownership.
Lead routing is the rule set that automatically assigns new leads to the right sales rep. Criteria are typically: account ownership (does an AE already own this account?), geography, segment (SMB vs Enterprise), or round-robin for unknown leads.
Poor routing causes slow follow-up (the #1 cause of lost pipeline) or duplicate work. Good routing is one of the first systems RevOps must lock down.