Lead Routing
Lead Routing is the process of assigning newly-captured leads to the right human or agent — based on territory, segment, ICP score, or other rules — fast enough that response time stays competitive.
What is Lead Routing?
Lead Routing is operationally simple but tactically consequential. The right lead routed to the wrong rep is a missed opportunity; the right lead routed late is a lost opportunity. Routing rules combine territory (geography, named-account ownership), segment (industry, size), workload balancing (round-robin within a team), and qualification gating (only qualified leads get routed to senior reps; unqualified leads go to BDR queues). Modern Lead Routing happens in seconds — manual routing belongs to the previous era.
Why it matters
- Speed-to-lead is the dominant lever — under 5 minutes outperforms under 1 hour by ~8x.
- Wrong-rep assignment is silently expensive — frustrated buyers don't get re-routed easily.
- Workload balancing prevents the rotten outcomes of always routing to the best rep.
Use cases
- Territory routing. Leads route by geography to the rep who owns that territory.
- Account-based routing. Named-account leads go to the assigned account owner regardless of who captured.
- Qualification-gated routing. Qualified leads to AE; unqualified leads to nurture or BDR.
How turgo helps
turgo routes leads in under 30 seconds with rules combining territory, ICP score, workload, and named-account ownership — and the assignment is visible in every system via the integration layer.
See turgo in action →
