Routing Rules
Who takes a qualified lead: the rules Surface routes on, and how to configure them without fighting the ownership your sales team already has.
Routing decides who a qualified lead goes to.
What Routing Reads
| Rule | What it does |
|---|---|
| Existing owner | An account already owned in your CRM stays with its owner |
| Territory | Geography, segment or vertical, whichever your team splits on |
| Round robin | Distributes within the matched set. Each host carries a weight, so reps can take unequal shares |
| Approved exceptions | Named accounts, partner-sourced deals, escalations |
| Availability | A host with no bookable slot is not offered |
| Fallback | Unmatched or unavailable leads go to a controlled review path rather than a dead end |
Hosts and weights are configured per scheduler, so a Ramp Demo can round-robin across three reps while a Technical Deep Dive stays one-on-one.
How these rules combine for your team, and in what precedence, is set up with you during onboarding. Ask your FDE for the exact evaluation order before you build a process on top of an assumption about it.
Eligibility Versus Routing
Two different questions:
- Eligibility. Should this lead be offered a meeting at all? An ICP threshold plus a territory check, during qualification.
- Routing. Given that they are eligible, who takes it?
Separating them lets you widen eligibility without touching ownership.
Fallbacks That Keep Leads Moving
Surface sends unmatched and unavailable leads into a controlled review path rather than a dead end. Decide what that path does. Options teams pick between:
| Situation | Reasonable fallback |
|---|---|
| No rep matches the territory | A named catch-all owner, flagged for review |
| Matched rep has no availability this week | The next rep in the round robin, rather than a two-week-out slot |
| Lead is eligible but out of hours | Async: a form step that captures the ask, then a follow-up |
| Lead is not eligible | Do not silently drop them. Content, a newsletter, or a self-serve path |
Before You Change a Threshold
Changing an eligibility threshold changes who books, so it is a conversation with sales, not just a config change. Watch two things afterwards:
- Who became eligible. A widened ICP puts different people on your reps' calendars.
- How often the fallback fires. A fallback that starts catching a large share of qualified leads usually means a rule is too narrow, not that your traffic changed.
Writing the Decision Back
Owner and meeting sync to your CRM through System Agents, so the meeting and its owner are visible where your reps already work.