Lead Routing Guide & Best Practices to Improve Sales

Jeppe Liisberg
Jeppe LiisbergSeptember 5, 2023

Whether you're drowning in a makeshift toolset or overpaying for an enterprise-level CRM, finding the right balance between efficiency and scalability in lead routing is a conundrum many sales leaders face. If you're overseeing a sales team of 5 to 50 agents, you're likely caught in the crossfire of managing cumbersome systems, scaling your operations, and ensuring high productivity—each with its unique set of challenges.

To clear up any ambiguity, this guide will touch upon both inbound and outbound lead routing, often referred to as 'lead distribution' in an outbound context. We’ll delve into best practices that not only streamline your current setup but also make it effortlessly scalable. If you're looking to liberate your team from the shackles of suboptimal systems and step into a more seamless and cost-effective approach, you're in the right place.

What Is Lead Routing?

Lead routing is the systematic assignment of incoming or outgoing leads to the appropriate sales representatives within your organization. The objective is to quickly connect the lead with the most qualified individual, optimizing both the customer experience and the likelihood of closing the sale.

Inbound Lead Routing

In its simplest form, inbound lead routing directs incoming customer inquiries to the next available agent. This is often implemented as a round-robin system, ensuring that each agent receives an approximately equal number of leads.

In more advanced setups, inbound routing can consider variables such as agent specialization, geographic location of the lead, or even predictive analytics that gauge the likelihood of lead conversion.

Outbound Lead Routing (Lead Distribution)

In the outbound context, also often referred to as "lead distribution," leads are usually pre-segmented based on various criteria such as industry, size, or past interactions. These segmented lists are then assigned to specific agents or teams best suited to engage those leads.

Beyond the basics, outbound lead routing can get intricate with automated systems that not only pre-segment leads but also prioritize them based on predictive algorithms. This ensures that high-value or 'hot' leads are addressed first, increasing the chance for more lucrative engagements.

What are the Benefits of Lead Routing?

Understanding the benefits of effective lead routing is essential for elevating your sales team's performance. It contributes significantly to efficiency, scalability, and conversion rates. Let's explore:


With a streamlined lead routing process, you can eliminate manual handoffs, minimize lead decay, and allow your sales agents to focus on what they do best: selling. Automation reduces human error and accelerates the routing process, enabling your team to handle higher volumes without compromising quality.

By allowing your reps to concentrate on converting leads, you'll observe an uptick in team morale and potentially a reduction in turnover. These shifts positively affect your organization's overall success metrics.


As your team grows, so does the complexity of managing leads. A well-implemented lead routing strategy adapts to your scaling needs. Automation and integration technologies facilitate the seamless onboarding of new agents, preventing bottlenecks as you expand. It's crucial to adapt your lead routing strategies as the business scales to avoid potential pitfalls.


The ability to quickly and effectively respond to inquiries, questions, and concerns often determines the success of closing a deal. Effective lead routing ensures that the right agents are assigned the leads best suited for their skills, improving customer experience and thus increasing the likelihood of successful sales.

The ROI of Good Lead Routing Practices

When discussing lead routing, understanding its impact on ROI is vital. Here are a few key metrics you can look at to evaluate ROI:

  1. Shorter Lead Response Time: A well-implemented lead routing system can drastically reduce the time it takes to contact a lead, thereby increasing the chance of conversion.
  2. Higher Conversion Rates: Properly routed leads match better with sales agent expertise, improving your conversion rates over time.
  3. Efficiency Gains: By automating the process, you free up administrative time that can be reinvested in revenue-generating activities.
  4. Customer Lifetime Value (CLV): Accurate lead routing can result in more satisfied customers, which in turn boosts CLV.
  5. Reduced Attrition: A streamlined process can help maintain sales agent motivation, thereby reducing attrition rates that can be expensive in terms of recruitment and training.

To measure ROI specifically, you can utilize the following formula:

Calculating this on a regular basis allows you to continually refine your strategy and ensures that your lead routing system is always an asset, not a liability.

Lead Routing Best Practices

Choosing the right lead routing strategy is crucial, and the balance between a robust toolkit and ease of use is key. While inbound best practices often suit larger organizations with high volumes due to their complexity and cost, they're worth understanding. On the outbound side, practices can vary from basic to advanced, depending on your needs and the size of your operation.

Inbound: Advanced Practices for Big Players

Many inbound best practices are more suited for large organizations with high call volumes due to their complexity and the costs involved. However, they offer valuable insights for anyone in the sales game.

Skill-Based Routing

Assign agents who excel in specific areas to leads requiring that expertise, enhancing both customer experience and conversion rates.

Time-Based Routing

Time zones and agent availability should guide your routing decisions, helping you serve a global audience without unnecessary delays.

Prioritized Routing

Using metrics to score leads for their potential value can be effective but adds complexity and cost, making it less suitable for smaller operations.

Outbound: Flexibility for All Sizes

Outbound routing practices offer more flexibility and can be adapted to suit both small and larger sales teams.


Group leads by specific attributes, such as by industry for a B2B setup. For example, route all leads from the healthcare sector to agents specialized in that field.

Queue Management

Traditional methods, like splitting leads into separate queues for each agent, have drawbacks like top performers running out of leads. Modern queueing systems can dynamically distribute leads, allowing for hands-free lead assignment.

Performance-Based Routing

Assign higher-value leads to your top-performing agents, based on metrics like conversion rates. In complex systems, this can be fully automated. A simpler approach might involve using segmentation combined with custom assignment or queue filtering to distribute high-value leads more effectively.

Challenges in Incorporating Lead Routing

Integrating a new lead routing system into your current sales operations is more than just a plug-and-play operation. Multiple layers of complexity can surface when trying to retrofit a lead routing solution into an existing tech stack. Below, we break down the key challenges that sales leaders should anticipate when incorporating lead routing tools into their current workflows.


Incorporating lead routing into your existing stack can pose compatibility issues. Whether your current setup is a complex blend of specialized tools or an outdated monolith, compatibility barriers are often both technical and financial.


Costs come in many forms, both upfront and hidden. You're not just looking at software costs; consider also the complexities and potential inefficiencies that may arise when combining tools, which can escalate maintenance expenses.


The learning curve associated with your current setup can be compounded by adding another tool. Team members may require additional training which is time-consuming and costly. To mitigate this, choosing a tool that prioritizes user-friendliness can be crucial.

Data Integration Strategies

Understanding your options for data integration is crucial. Full automation may be out of reach for smaller businesses due to high costs. Manual methods like using spreadsheets are prone to errors and inefficiencies. Middleware solutions like Zapier or Make offer a pragmatic middle ground, allowing for low-cost automation that bridges the gap between manual processes and full automation. Keep in mind, improper data integration can lead to disjointed customer experiences, affecting sales and retention.

Finding the Right Balance

SMBs face a unique challenge in balancing the comprehensiveness of a single, all-encompassing tool against the flexibility of specialized solutions. This balancing act is not just about cost; it's about aligning your tech stack closely with your core business processes while keeping secondary processes simplified. Specialized tools often provide better performance in their area of expertise than all-in-one solutions, so consider this in your decision-making.

Pragmatism is Key

For most SMBs, the best route is pragmatic flexibility, allowing you to adapt to unforeseen challenges and scale operations effectively. The best systems can change and grow along with your business needs. However, avoid over-automating before you have tested and refined your processes; automation can amplify both efficiencies and inefficiencies.

How to Integrate Lead Routing into Your Current Operations

Integrating lead routing into your current setup is not a one-size-fits-all affair. Given the variety of tools and processes that businesses use, here are some adaptable steps to guide you through the integration. Remember, if you are running a small to medium-sized operation, this need not be a complex or time-consuming exercise. Most of what you need to know is already in your head, but it can be valuable to structure your thinking and map it out for others to understand what is driving the decisions you are going to make.

Identify Core Processes and Dependencies

Start by outlining the key processes and workflows within your sales operation. You can utilize workflow diagram tools or methods like Business Process Mapping to identify dependencies and bottlenecks. This will ensure that you're integrating lead routing where it will make the most impact.

For Mix of Tools

  1. Audit Your Tools: Make a list of all tools in use and identify overlaps and gaps.
  2. Select Middleware: If direct integration isn't feasible, tools like Zapier or Make can help.
  3. Initial Testing: Before full integration, run small tests to identify potential issues.

For Enterprise CRMs

  1. Consult Internal IT: If possible, get your IT department involved in discussing potential integration challenges.
  2. Vendor Consultation: Contact your CRM provider for specialized advice, and explore third-party integrations if your vendor cannot provide a suitable solution.
  3. Pilot Programs: Run small-scale tests to evaluate the integration before a full-scale rollout.

For Outsourced Operations

  1. Communicate Changes: Make sure your outsourcing partner is aware and equipped for the change.
  2. Data Mapping: Clearly define how leads move between your system and the outsourced operation.
  3. Review KPIs: Modify performance metrics to account for the new routing features.

Develop a Training Program

Regardless of your setup, ensure that your team is trained to use the new tools and processes. Training sessions should be brief yet comprehensive, focusing on the value-add provided by lead routing.

Monitor and Adjust

After implementation, closely monitor KPIs like lead conversion rates, time-to-first-call, and lead distribution efficiency. Start by establishing a baseline of your current metrics before integration, allowing for a more accurate assessment of improvements or setbacks. This will give you insights into the system's effectiveness and areas that may require tweaking. The goal is not just to integrate but to continually optimize for better results.

Stay Pragmatic

Remember, your business operations will evolve. Choose solutions that offer the flexibility to change and scale. Avoid the temptation to over-automate; start small and scale as you validate the effectiveness of your new setup.

Set up periodic reviews of your tech stack and processes, allowing you to adapt to any shifts in the business landscape or internal operations. A semi-annual or annual review will enable you to make necessary adjustments, ensuring that your operations remain agile.

Why Myphoner Is Your 80-20 Solution for Lead Routing

In the realm of sales, the 80-20 principle often manifests in various forms: 80% of sales come from 20% of customers, or 80% of the work takes up 20% of the time. But when it comes to selecting a tool for lead routing, the 80-20 principle should guide you towards a balance between functionality and cost. Here's why Myphoner stands out as your 80-20 solution.

Comprehensive Cold Calling Toolkit

Myphoner offers a feature-rich toolkit specifically optimized for outbound lead routing. With elements such as dynamic lead distribution and IP telephony for both local and international calls, you get a blend of features that empower your sales team without overwhelming them.

Simplified Workflow

Ease of use is paramount for a swift operational transition. Myphoner's intuitive interface is built to simplify processes, offering advanced workflow features that prioritize tasks and eliminate unnecessary steps, allowing your team to focus more on selling and less on navigating a complicated system.

Efficient Team Management

Managing a team requires clear visibility into agent activities and performance. With features like configurable campaign and agent performance reports, Myphoner makes it straightforward for sales leaders to optimize team productivity and manage time effectively.

Cost-Effective Excellence

Cost is often a deal-breaker for SMBs. Myphoner offers competitive subscription plans starting at $29/month, coupled with fair usage policies and flexible cancellation options, making it a financially sensible choice for operations that aim to keep costs low while maintaining high standards.

Myphoner doesn't just bring robust functionality to the table; it offers a pragmatically flexible, cost-effective solution that aligns perfectly with the 80-20 principle, equipping you with what you truly need for effective lead routing.

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Key Takeaways

  1. Definition and Types of Lead Routing: Lead routing involves assigning leads to the most suitable sales agents, covering both inbound and outbound scenarios. Inbound focuses on availability, specialization, and location, while outbound involves pre-segmenting and prioritizing leads.
  2. The Importance of Efficiency, Scalability, and Conversion: A good lead routing system is essential for improving your sales team's efficiency, allowing your operations to scale and positively impacting conversion rates.
  3. Challenges to Consider: Integrating lead routing isn't a straightforward process. Compatibility, costs, training, and data integration are major challenges that can affect your ROI.
  4. Best Practices for Inbound and Outbound: Depending on your operation's size, different practices will suit you. Larger organizations may benefit from advanced practices like skill-based routing, while smaller teams can utilize flexible options like segmentation.
  5. A Pragmatic Approach: Aim for a pragmatic balance between comprehensiveness and flexibility. Your chosen system should grow with your needs and allow for easy adaptability to challenges.
  6. Ongoing Monitoring and Optimization: After integration, keep tabs on key performance indicators to continually refine your lead routing strategy. Remember, the objective is to constantly improve for better results.

If you're looking to break free from inefficient systems and unlock a new level of productivity, understanding and implementing lead routing effectively is your key. Considering a pragmatic and flexible solution like Myphoner can offer you the balance between efficiency and scalability you've been seeking.

This article was first published on August 16, 2021, and last updated on September 05, 2023.

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Jeppe Liisberg
Written by

Jeppe Liisberg

I'm an entrepreneur and web developer. I've built or helped build a handful of startups.

I strongly believe in dedicated software that solves one task, but solves it really well. During my experience as an internet entrepreneur, I never found that software for cold calling, so that's why I decided to build Myphoner.

I'm very proud of what Myphoner has become, and I'm dedicated to doing everything I can to make it stay a success. That's why I greet all new customers personally and always read and reply to the feedback I get.

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