Lead Routing That Doesn't Drop the Ball

Fix overcomplicated routing, clean up logic, and prioritize the right reps without breaking downstream processes.

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The three most common lead routing failures

Overcomplicated Rules

Routing logic often breaks when it relies on overly specific field-level data. We help you simplify by centralizing logic in Salesforce or HubSpot, rather than duplicating it across every router.

Leads Falling Through the Cracks

Unclear or outdated trigger criteria can leave leads unassigned and untracked. We audit your routing flow to catch dropped leads, rebuild the logic, and close the gaps.

Misaligned Systems

When tools like Chili Piper, HubSpot, and Salesforce aren’t talking to each other cleanly, routing breaks. We connect your stack and standardize definitions across platforms to avoid sync surprises.

What Great Routing Feels Like

Leads hit the right rep in seconds. No one slips through the cracks. Every touchpoint feels intentional. When your routing is clean, connected, and built for how your team actually works, great things happen.

Speed-to-lead improves

Reps trust the system

Ops isn’t stuck debugging every week

Lead follow-up is consistent and trackable

Reporting actually reflects what’s happening

Audit my Lead Routing

Whatever Tools You Use, We’ve Got You Covered

We’ve seen every tool combo under the sun. And we know how to make them click for your SaaS.

AI Readiness

You can’t automate chaos. We prep your systems, processes, and data structure so you can layer in AI without breaking your ops.

Attribution

Get full-funnel visibility across Salesforce, HubSpot, and other platforms. We help teams fix tracking issues, align attribution models with real buying behavior, and build reporting leaders can trust.

Usage-Based Billing

Supporting usage-based pricing in Salesforce isn’t easy. We help you design scalable quoting, provisioning, and billing workflows that connect GTM, Finance, and Product without constant duct tape.

Other Use Cases That Move the Needle

Lead Routing is just one part of the puzzle. From attribution to AI workflows, we help fast-growing SaaS teams untangle the messy parts of RevOps and turn them into a competitive edge.

FAQs

What's the difference between territory-based and behavior-based routing?

Territory-based routing is ideal for account coverage and geo alignment. Behavior-based (or intent-based) routing is better when speed-to-lead and buyer signals are more critical than region or ownership.

How do I build a lead routing system that works across Sales, Marketing, and CS?

Start by defining ownership boundaries, shared definitions (like MQL or handoff points), and a unified source of truth. From there, layer in routing based on business rules tied to form types, product lines, or buyer intent.

What's the first thing I should check if my lead routing isn't working?

Audit field dependencies and ownership triggers in your CRM. Most routing issues come from missing values, misaligned logic, or stale picklists. After that, check for integration errors between your CRM and routing platform (if applicable).

What's the best way to route leads fairly when reps have different levels of experience or performance?

Use weighted round-robin logic or tier-based routing. This lets you direct high-value leads to senior reps while still ensuring fair distribution.

How do I route leads from different forms differently?

Set form-specific triggers and map each form type (demo, trial, contact us) to its own routing path with different owners or qualification steps.

How do I handle duplicate leads during routing?

Use matching rules (like email, domain, or a unique Id) to catch dupes early. Route based on the existing owner or escalate if key fields have changed.

How do I route leads across Salesforce and HubSpot?

Ensure you have correctly configured the Salesforce to HubSpot sync and that there are no sync errors. Sync critical fields (like lifecycle stage, ownership, and source), and make sure the systems agree on who owns each stage of the funnel before routing begins.

How do I scale routing as we grow the team or add new products?

Build routing logic to be modular (e.g. by territory, segment, product line) and prioritize these groupings. Group reps into pools, use lookup tables, and avoid hardcoding rep names into Flows or automation rules. Consider adding fallback logic if specialized reps are unavailable.

How do I set up advanced lead routing in Salesforce without overengineering it?

Stick to a single decision tree or Flow that pulls from clean field logic that ideally uses normalized values such as global picklist sets or State & Country picklists. Avoid deeply nested logic or cross-object dependencies unless critical, and avoid using free text fields for routing decisions unless absolutely necessary.

What KPIs should I use to measure lead routing performance?

We recommend a mix of operational, outcome-based, and quality metrics, such as: lead response time, lead to opportunity/customer conversion rate, territory or segment match rate and reassignment rate.

How does Candybox help companies improve lead routing?

We work with RevOps and Sales leaders to audit your current routing logic, identify bottlenecks, and rebuild flows that match how your business actually operates. Whether you’re in Salesforce, HubSpot, hybrid setup, or using tools like Chili Piper, LeanData, or Default - we design systems that are fast, fair, and scalable.

Can Candybox handle both strategy and implementation?

Yes. We don't just hand you a Notion doc and walk away. We blend RevOps strategy with hands-on systems execution - so we’ll help you define the right logic, then build it directly in Salesforce or HubSpot (or both), end-to-end.

Do you offer one-time routing audits or ongoing support?

Both. Some teams bring us in for a one-time cleanup or new GTM launch. Many keep us as a fractional RevOps partner to evolve their routing logic as they grow.

What types of companies do you typically work with?

Most of our clients are B2B SaaS companies - often between 50–500 employees - with fast-moving GTM teams and a need for clean, connected systems. We're especially strong with companies using Salesforce, HubSpot, Stripe, and product-led GTM motions.

The reviews are in

Look at what our clients are saying on G2

"They are true thought partners and don't require a structured list of requirements. I gave them a high level set of objectives and they were able to translate that into tactical technical updates."

Chiraag

Kapoor

Principal, Radian Capital

"Our trusted partner for Salesforce development. Super responsive, great value, thorough testing and documentation, passion for UX."

Cooper

McGoodwin

VP Product, Thnks

"Fast, efficient, great communication, can give you insight into standard object intended uses and suggest best practices so if you need to make changes you understand any potential pros and cons."