Automated Lead Routing by Region
Results
98%
Of inbound leads assigned automatically
5–7 min
Saved per lead previously requiring manual review
Instant
Assignment on lead creation, replacing a manual queue
Objective
New leads were coming in without automatic assignment to the right SDR. The complication: regional management divisions did not map cleanly to SDR territories, and the existing ZoomInfo enrichment workflow had to be respected. Any routing logic needed to work within all three constraints simultaneously.
The goal was automatic, accurate lead assignment that required no manual triage and could scale as the team and its territories grew.
How it was built
- Created a Sub-Regions property in HubSpot to bridge SDR geographical territories and management reporting regions, keeping both sets of logic intact
- Mapped every country to a Sub-Region in collaboration with the SDR Manager, adjusting certain countries to balance lead distribution across the team
- Built an enrichment-triggered workflow that fires after ZoomInfo enrichment completes, populating the Sub-Region property using a hierarchy: ZoomInfo country first, manually entered country second, contact IP address as a final fallback
- Built a second workflow that reads the Sub-Region property and assigns the lead to the appropriate SDR automatically
- Communicated changes to SDR Manager, Sales Manager, Marketing Manager, and RevOps to ensure awareness across all affected teams
Key outcomes
- Automatic, accurate lead assignment by geography, no manual triage required
- Management reporting logic preserved alongside SDR routing, with no conflicts
- Compatible with existing ZoomInfo enrichment workflow, no disruption to the existing process
- Designed to scale: new territories and team growth can be accommodated by updating the country mapping