Lead routing
Lead routing is the set of rules that assigns each new lead to an owner, usually by existing account ownership, territory, or a round robin that rotates leads evenly across a pool of reps.
For your event leads, routing decides who follows up. Each lead needs an owner before the show ends, so its follow-up SLA starts and your sales manager knows who to ask about it.
How do the common rules compare?
| Rule | How it assigns | Typical use |
|---|---|---|
| Account ownership | To the rep who owns the account in the CRM | Known accounts and open deals |
| Territory | By region, segment, or vertical | Net-new accounts in a defined patch |
| Round robin | In rotation across a pool of reps | Net-new leads with no owner or territory |
Where does routing go wrong at events?
Round robin can hand your rep’s own booth conversation to a colleague. Reps who expect that sometimes skip the official capture path to keep the lead, and your event loses the credit. That’s an attribution leak.
Agree the routing order with sales before the show, and tell your reps where each lead will go.
Where do you find it in FieldXM?
In FieldXM’s lead routing, a lead on an account with an owner goes to that owner, from your CRM or your plan for the show. For an account with no owner, FieldXM follows your territory rule, then round robin.
When a teammate captures a lead on an account you own, the FieldXM mobile app tells you in real time. Routing gives each captured lead its owner on the spot, so the next step and the first-touch deadline sit with a named person from the start.
Related terms
- Captured-by-rep routingCaptured-by-rep routing is a lead routing practice in which the rep who captures a lead at an event keeps ownership of it, even where standard rules would reassign it by round robin or territory.
- Account coverageAccount coverage is the measure of which target accounts at an event have an assigned owner and a first touch, so a team can confirm that its reps are working every high-fit account before the show.
- Follow-up SLAA follow-up SLA is an agreed deadline for the first sales touch on a captured lead, with a clock that starts at capture and a breach when the deadline passes with no activity.
- Unworked-lead queueAn unworked-lead queue is a list of captured leads with no recorded first touch, by owner, that makes gaps in follow-up visible by rep while the leads are still warm.
- Attribution leakAn attribution leak is an event-sourced lead or opportunity that entered the CRM outside the standard capture path, so the CRM loses its connection to the event and understates the event's contribution.
See it in FieldXM
- Lead routingHear in real time when a key account stops by the booth: a VIP prospect, an at-risk customer, or a key partner. FieldXM routes each lead to its owner.
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