There are three main approaches to automating your lead routing, as follows:
Round-robin lead distribution
This is the simplest automation strategy. Leads simply go to the next available rep with no logic or rules applied. You can still “turn off” the pipeline for reps who are out of the office, on vacation, or otherwise unavailable.
Group-based lead distribution
You can also distribute leads based on groups. If your sales team is already divided into groups based on function or performance, it makes sense to sort leads the same way.
Automated lead distribution software greatly simplifies the way your reps pull and work leads and makes it easy to get the right leads to the appropriate group. You can also use this strategy to match leads to specific reps.
Specific lead routing rules
This is the most specialized type of distribution. If you assign sales staff by region or skill set, lead assignment rules ensure that leads go to the appropriate person based on geography or other characteristics.
Hybrid lead distribution strategy
This method combines a push-pull strategy. You can make leads accessible to a small group of reps. These reps can pull out individual leads to work.
By developing your lead distribution process, you can improve performance in multiple areas.
The need for a better lead distribution process
It’s important to plan your lead distribution strategy to match your organizational structure.
That includes the size of sales teams working on specific types of leads. You may want to start with written policies on performance expectations and reporting requirements that align with your lead distribution process.
Volume, quality, team size, and structure are the main challenges in configuring your lead routing.
Fortunately, the right CRM software alleviates many of the pain points with automated lead distribution.
Common lead distribution challenges
Too little volume and your sales team won’t have enough leads to meet their quotas.
However, it’s equally important to generate warm leads that have a fair shot of becoming sales. Keeping team sizes small allows you to segregate leads as needed, and you can easily expand this model if you need to scale your team.
With lead distribution software, you can ensure your reps spend the majority of their time talking to customers already hooked or curious about your products. By building nurturing campaigns, you can improve your ROI.
The benefits of optimizing lead distribution
Optimizing your lead distribution creates a broader picture of the wants and needs of potential customers. Take the time to understand the challenges your customers face so that you can pair them up with the right product or service.
You can use this information to strengthen future lead-generation efforts. You can set lead routing rules that distribute sales according to the following categories:
- Experience: Give time-sensitive leads to your most experienced sales reps.
- Geographic Location: Align lead distribution with sales territories.
- Performance: Reward your top performers with high-priority leads.
- Availability: Make sure to include rules based on sales rep availability.
- Company size: Distributing leads based on their company size.
Using a lead distribution system saves time, leaving your sales team more time to focus on closing deals. It also shortens the response time for warm leads, so that you can close the deal while the potential customer is still excited.
Key components of an effective lead distribution plan
Take the following components into consideration when designing rules for lead distribution automation:
- Capture leads: You can capture leads and contact information by integrating your front-end forms with a CRM that handles lead distribution.
- Screen and qualify leads: It’s important to separate interested, eligible buyers from your general target audience. You can accomplish this through detailed call scripts and taking advantage of information collected from forms and other channels.
- Implement routing rules: Create routing rules that consider the core competency, availability, and experience of your sales reps. The lead distribution software will ensure that the right leads get to the right reps.
- Send reminders: Track the progress made on leads and send follow-up reminders as appropriate. You should also send reminders about new leads.
- Reporting: Create reports that show your progress at different levels of the marketing funnel.