Lead routing is the process of assigning an inbound lead to the right salesperson or sales queue. AI-powered routing reads the lead's context — company size, industry, product interest, intent signals — and matches it to the best available rep based on expertise, territory, and past conversion patterns.
A lead from a manufacturing company asking about supply chain automation that reaches the rep with the highest close rate in that segment within 30 seconds of submission is lead routing working correctly. The difference between a lead being routed well and poorly can mean the difference between a closed deal and a missed opportunity.
