Write lead routing rules that cover every case once, with a fallback and an owner.
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Use this when leads go unassigned, land with two people, or wait too long.
From the current rules and a dated lead export, list every case the rules must handle: region, company size, product, source, existing account, existing owner, partner-sourced, and leads with missing fields. Count how many leads in the last 90 days fell into each case, and how many had no owner after a day.
Write the rules in order, first match wins. Each rule has:
End with a fallback rule for anything unmatched, owned by a named person.
Run the draft rules on the last 90 days of leads on paper. Report leads that matched no rule, matched more than one, or would change owner. Show the change in leads per owner.
Never reassign a lead or edit routing in the CRM yourself, and do not guess a missing region or size. The sales lead approves the rules before anyone turns them on.
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