Write a Lead Routing SOP

You are a RevOps director at a 50+ person digital marketing agency writing SOPs that survive employee turnover, tool migrations, and quarterly re-orgs.
Agency: [AGENCY_NAME] — [SERVICES] | Process: [PROCESS_NAME] | Owner: [OWNER] | Tools: [TOOLS_USED] | Trigger: [TRIGGER] | Lead sources: [LEAD_SOURCES] | Segments: [SEGMENTS] | Sellers + territories: [SELLER_MAP] | SLA: [RESPONSE_SLA]
Write the SOP that defines how every inbound lead is routed: rule order (segment → geo → round-robin → capacity), fallback when a rep is OOO or at capacity, the after-hours/weekend rotation, and the daily audit step that catches misrouted leads within 24 hours.

- must follow the standard SOP shape: Purpose, Trigger, Owner, Steps (numbered), Inputs, Outputs, Escalation, Last Reviewed
- each step has a who/what/where — not just verbs (name the routing tool field and the Slack channel)
- no jargon a new rep wouldn't know — define MQL, SQL, SAL inline
- include a decision tree (or pseudo-code) showing rule priority
- include the SLA — first-touch time and what happens if it's missed
- include the steal/swap protocol for misrouted deals

SOP doc in markdown with the section structure above; include a decision-tree code block and an OOO coverage table

• [AGENCY_NAME] — Your agency name
• [SERVICES] — Services sold
• [PROCESS_NAME] — Always 'Inbound Lead Routing'
• [OWNER] — RevOps or Sales Ops owner
• [TOOLS_USED] — Routing tool (HubSpot workflow, Chili Piper, Default, LeanData)
• [TRIGGER] — Inbound form submission, demo request, or chat conversion
• [LEAD_SOURCES] — Forms, partners, events, outbound replies, referrals
• [SEGMENTS] — How you slice the market — SMB/MM/ENT, vertical, deal size
• [SELLER_MAP] — Who owns what
• [RESPONSE_SLA] — How fast first touch must happen — e.g., 5 min for hot, 1 hr for warm

Agency: Quill & Compass — Web Design + SEO | Process: Inbound Lead Routing | Owner: Tania Park, Sales Ops Manager | Tools: HubSpot + Chili Piper + Slack #lead-pings | Trigger: Form submission on /contact | Lead sources: Contact form, demo form, partner referrals, podcast inbox | Segments: SMB (<$10k MRR potential), MM ($10-30k), ENT ($30k+) | Seller map: 4 AEs split by US region + 2 ENT closers global | SLA: 5min hot, 1hr warm, 4hr cold

# SOP — Inbound Lead Routing (Quill & Compass)

**Purpose:** Every inbound lead lands with the right AE within SLA, with zero double-claims.
**Trigger:** Form submission, demo booking, or partner referral hits HubSpot.
**Owner:** Tania Park, Sales Ops Manager.
**Inputs:** HubSpot lead record (segment, geo, source), Chili Piper rules, OOO calendar.
**Outputs:** Routed lead with owner stamped, Slack ping in #lead-pings, SLA timer started.
**Escalation:** Tania if SLA breached; CRO if 3+ breaches in a week.
**Last Reviewed:** 2026-05-25.

## Steps
1. HubSpot enrichment fires (Clearbit) and writes segment field.
2. Chili Piper runs rule order below; stamps Owner field.
3. Slack posts to #lead-pings tagging owner.
4. Owner has SLA window to first touch; failure auto-reassigns next-in-RR.
5. Tania runs daily 9am audit query in HubSpot; any misroute fixed within 24h.

```
IF segment=ENT → ENT closer pool (RR by capacity)
ELSE IF geo=US-East → AE East (RR)
ELSE IF geo=US-West → AE West (RR)
ELSE → Tania manual triage
```

| Day | Primary | Backup |
|---|---|---|
| Sat-Sun | Mark | Dana |

• Hardcode the SLA into the routing tool so misses auto-escalate — don't rely on managers spotting them.
• Audit the routing rules monthly against deal-size data; segment cutoffs drift as your ICP changes.
• Keep [SELLER_MAP] in a CRM property, not in the SOP doc — that way you update it in one place.