How to set up lead routing rules
Routing rules encode who should work each lead. The logic is only as good as the data it runs on, so enrichment comes first.
The discipline is ordering rules by priority, distributing evenly within groups, and never leaving a lead with nowhere to go.
Short answer
Set up lead routing rules by mapping how your team is organized (territory, segment, product), enriching leads so the routing data is present, writing rules in priority order with a fallback, adding round-robin for even distribution within a group, and monitoring for leads that fall through. Enrich first, route on complete data, and always have a catch-all so no lead is stranded.
Step by step
Map your team structure
Determine how leads should be split - by territory, segment, industry, or product - so the rules mirror how your team is actually organized.
Enrich before routing
Fill company size, industry, and location so routing rules have the data they depend on. Routing on missing data misfires.
Write rules in priority order
Order the rules so the most specific match wins, and add a catch-all fallback so every lead lands somewhere.
Add round-robin within groups
Distribute leads evenly among the reps in a matched group, respecting availability, so no one is overloaded or starved.
Monitor for fall-through
Watch for leads that match no rule or sit unassigned, and fix the gaps so nothing is stranded.
Enrich first, then route
Routing rules that depend on company size or industry fail on leads missing that data - they hit the fallback or route wrong. Enriching leads before routing ensures the rules have what they need, so leads reach the right rep instead of defaulting to a catch-all.
How Ardovo helps
Ardovo enriches and scores leads before routing, then applies your prioritized rules with round-robin and a fallback so nothing is stranded. Rook monitors for fall-through and rebalances load, so routing stays fair and every lead reaches the best-fit rep fast.
Frequently asked questions
What is the first step in setting up lead routing?
Mapping how your team is organized - by territory, segment, industry, or product - so the rules mirror reality. And enriching leads first, since routing rules that depend on company size or location misfire on leads missing that data. Enrich, then route on complete information.
Why do you need a fallback routing rule?
Because some leads will match no specific rule - unusual companies, missing data. Without a catch-all, those leads sit unassigned and go stale. A fallback ensures every lead lands with someone, so nothing falls through the cracks while you refine the specific rules.
How do you distribute leads evenly among reps?
Add round-robin within each matched group, so leads rotate through the available reps rather than piling on one. Good round-robin respects availability and capacity, so reps who are out or overloaded are skipped, keeping distribution both even and sensible.