The Challenge of Lead Routing is that You’re Always Behind

At the speed that most sales organizations move these days, Sales Operations and Marketing Operations are constantly being asked to update their lead routing rules. Sales reps are rightfully very possessive of their accounts and leads, and when a lead is mis-routed it’s serious business.
The challenge for Operations is to get the leads routed accurately as quickly as possible. Often this requires enrichment prior to assignment. If leads are assigned based on company for key accounts, geography for specific regions, and revenue for those not already designated, it’s already a lot of data to collect before that lead goes anywhere, as seen below.