Short answer
Lead routing is the automatic assignment of new leads to the right salesperson or team based on rules such as territory, product, company size or availability, often using round-robin distribution. Fast, fair routing improves speed to lead and conversion.
Lead Routing explained
Routing rules can use assignment rules or Flow in Salesforce, and workflows with owner rotation in HubSpot. Dedicated tools such as Chili Piper or LeanData add advanced matching and meeting booking. Good routing handles existing accounts (sending leads to the current owner), out-of-office reps and caps on how many leads each person receives.
Routing should be monitored, because broken rules quietly leave leads unowned.
How Vantage Point helps: we design and automate lead routing in Salesforce and HubSpot, including round-robin and account matching.
Frequently asked questions
What is round-robin assignment?
A method that assigns leads to reps in turn, so each rep receives an even share.
Can routing send leads from existing customers to their current owner?
Yes. Lead-to-account matching checks for an existing account and routes the lead to its owner.