Scale · Automation & Workflow Design

Build an Inbound Lead Auto-Routing Workflow

Route every inbound lead to the right rep in seconds based on service line, deal size, geography, and rep capacity.

managerfounderAdvanced⏱ 5-8 hours/month + faster first-touch on every lead
When to use
Use when you have 2+ reps, multiple service lines, or you're losing leads to 'who's taking this?' lag. Especially valuable when paid media volume spikes and round-robin alone causes mis-fits or overloads your top closer.
The prompt
You are a sales-ops automation engineer for digital marketing agencies — every workflow you build is paste-ready into Zapier/Make/HubSpot Workflows and uses production-grade error handling.
Agency: [AGENCY_NAME] — [SERVICES] | CRM: [CRM_TOOL] | Automation tool: [AUTOMATION_TOOL] | Trigger: [TRIGGER_EVENT] | Routing dimensions: [ROUTING_RULES] | Reps + capacity: [REP_ROSTER] | Stakeholders to notify: [STAKEHOLDERS]
Design an auto-routing workflow that assigns each new inbound lead to the correct rep based on service line, estimated deal size, region, and current rep capacity — with a backup owner if the primary is over capacity or OOO.

- Every step has action, tool, inputs, outputs, conditions
- Include a weighted round-robin within each segment, not pure random
- Include capacity check (open opportunities or active deals per rep)
- Include OOO / vacation fallback path
- Include error path if no rep matches → assign to [DEFAULT_OWNER]
- SLA: routed within 2 minutes of lead creation

Output as: Trigger | Routing Decision Table (matrix of segment → eligible reps) | Step 1..N | Conditional Branches | Error Handling | SLA monitor. Paste-ready into [AUTOMATION_TOOL].
Variables
  • [AGENCY_NAME] — Your agency name
  • [SERVICES] — Service lines that need different specialists
  • [CRM_TOOL] — Your CRM
  • [AUTOMATION_TOOL] — Workflow platform
  • [TRIGGER_EVENT] — When a new lead becomes a routable opportunity
  • [ROUTING_RULES] — Dimensions: service, deal size band, region, language
  • [REP_ROSTER] — Reps with service expertise, region, max active deals
  • [STAKEHOLDERS] — Who else gets notified (manager on big deals)
  • [DEFAULT_OWNER] — Fallback owner when no rule matches
Example input
Agency: Loop Creative — web design + SEO retainers | CRM: Pipedrive | Automation tool: Make | Trigger: Deal created in 'Inbound' pipeline | Routing rules: service (web/SEO/both), deal size ($10k MRR), region (NA/EU) | Rep roster: Maya (web, NA, max 25 active), Diego (SEO, NA/EU, max 30), Priya (both, EU, max 20), Sam (enterprise >$10k, all regions, max 15) | Stakeholders: founder Slack on any >$10k MRR | Default owner: Sam
Example output
TRIGGER: Pipedrive Deal created in 'Inbound' pipeline.
ROUTING DECISION TABLE:
- Web + $10k MRR → Sam (then notify founder)
Step 1 — Parse Deal fields: service, est_mrr, region.
Step 2 — Lookup eligible reps in Routing Table (Google Sheet).
Step 3 — Query Pipedrive for each rep's current open deal count.
Step 4 — Filter reps over capacity → remove from pool.
Step 5 — Check Google Calendar 'OOO' calendar for today; remove OOO reps.
Step 6 — Weighted round-robin among remaining (weights from sheet).
Step 7 — Set Deal Owner; add note 'Auto-routed: '.
Step 8 — Slack DM rep with deal link; if >$10k, also DM founder.
ERROR: no eligible rep → assign to Sam, tag 'manual_review'.
SLA MONITOR: parallel timer; if owner not set within 2 min, escalate to manager channel.
Pro tips
  • Keep the rep roster + weights in a Google Sheet, not hardcoded — your manager can rebalance without bothering ops
  • Capacity should be 'open opportunities' not 'deals closed this month' — it self-corrects when a rep wins or loses
  • Always include a 'why this rep' note on the deal — it kills 80% of routing disputes
Works with
ClaudeChatGPTGemini
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