What Is Lead Routing?

by Leadtrekker | Sep 13, 2024 | Sales

People in a meeting room discussing notes on a board.

When a customer or client contacts your business, the right process to take from there is to determine the best course of action for that customer. One way to do this is through lead routing.

This process involves directing leads to your organisation’s right salesperson or team. Your business can face serious consequences if this process is not set up effectively.

Let’s discuss routing leads and how to implement an efficient lead routing process.

Lead Routing Definition

Lead routing is the process of directing leads to the appropriate salesperson or team based on certain criteria. These criteria can include geographic location, product interest, company size, or any other relevant factors. The goal of this process is to ensure that each lead is handled by the most qualified person within your organisation.

Types Of Lead Routing

There are two main types of lead routing: manual and automatic.

Manual routing involves a human decision-maker assigning leads to specific individuals or teams. This method can be effective for smaller businesses with a low volume of leads.
Automatic routing involves automating the process based on pre-defined rules and criteria. This method is more efficient for larger businesses with a high volume of leads.

What Happens If Lead Routing Is Not Implemented?

If lead routing is not implemented or not done effectively, your business can face serious consequences. These can include:

Missed Opportunities

If a customer or client is not directed to the right salesperson or team, they may lose interest or go to a competitor, which can result in missed opportunities for your business.

Poor Customer Experience

If a lead gets passed around multiple departments or individuals before finding the right person, it can create confusion and frustration for the customer. This can ultimately result in a poor overall experience and damage your brand reputation.

Wasted Resources

Without an efficient lead-assigning process, resources such as time, money and effort may be wasted on leads that are not relevant or qualified for your business. This can also impact the productivity of your sales team.

Implementing An Efficient Lead Routing Process

To ensure an efficient process, there are a few key steps that can be followed:

1. Define Lead Qualifications

Identify the criteria and characteristics of a qualified lead for your business. This can include factors such as industry, company size, budget, etc.

2. Establish Routing Rules

Based on the defined qualifications, establish rules and criteria for how leads will be automatically routed to specific individuals or teams within your organisation.

3. Use Technology

Utilise technology such as CRM systems or lead routing software to automate the process and ensure accuracy and efficiency.

4. Regularly Review And Update

It is important to regularly review and update your process as your business and target audience may change over time. This will ensure that the process remains effective and relevant.

The Benefits Of An Efficient Lead Routing Process

Implementing an efficient routing process can bring numerous benefits to your business, such as:

Increased conversion rates: Directing leads to the right person or team quickly increases the chance of converting them into customers.
Improved customer experience: With an organised and streamlined lead routing process, customers are less likely to face confusion or delays in addressing their queries.
Optimal resource utilisation: With leads being directed only to relevant individuals or teams, resources are not wasted on unqualified leads. This can improve productivity and cost-effectiveness for your business.
Better data tracking and analysis: With technology-enabled lead routing, data can be tracked and analysed to identify patterns and make informed decisions for future lead routing strategies.
Faster response times: With leads being directed to the most suitable person or team, response times can be reduced significantly. This can create a positive impression on potential customers and increase their likelihood of doing business with your company.

Leadtrekker: A CRM & Lead Management System

Leadtrekker is a proudly South African CRM and lead management system that offers advanced lead routing capabilities.

It assigns leads automatically to the most suitable team member. The system also offers real-time notifications and reporting features, allowing you to track leads and monitor the performance of your routing process.

This data can help you identify areas for improvement and make informed decisions about future strategies.