Fixing Lead Routing

How we resolved assignment delays, eliminated territory conflicts, and improved speed-to-lead for a B2B SaaS team.

The Problem

A growth-stage B2B SaaS company faced chronic lead routing failures. Leads sat unassigned for hours. Territory rules conflicted. Reps received leads outside their segments. Sales leadership had no visibility into routing performance.

Assignment Delays

Average time-to-assignment: 4+ hours. Many leads never assigned.

Territory Conflicts

15% of leads had multiple reps or fell through gaps entirely.

No Visibility

No dashboard for routing SLAs or failure rates.

What We Built

Unified routing logic: Consolidated scattered rules into a single decision engine with clear priority.
Territory resolution: Automated conflict detection and fallback routing for edge cases.
Capacity-aware assignment: Routing that considers rep capacity and availability.
SLA monitoring: Real-time dashboard with alerts for missed SLAs and assignment failures.

Results

Speed-to-Lead

Average assignment time reduced from 4+ hours to under 15 minutes.

Territory Accuracy

Conflict rate dropped from 15% to under 2%.

Visibility

Full dashboard for routing performance and SLA compliance.

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