If you’re tired of leads falling through the cracks, sales reps fighting over hot prospects, or endless spreadsheets trying to keep it all straight—this is for you. Setting up lead routing and assignment in Syncari isn’t magic, but it can save you a ton of frustration. This guide is for operations folks, sales admins, or anyone who needs to get leads to the right people, fast, and wants it done right the first time.
Let’s get into it.
Why automate lead routing in the first place?
Before you start wiring up workflows, let’s make sure it’s worth your time. Manual lead assignment is error-prone, slow, and lets bias creep in. Automation makes sure:
- Leads get to the right owner, right away
- Nothing falls through the cracks
- You don’t end up with one rep “winning” the best deals
That said, automation isn’t a silver bullet. If your routing rules are unclear or your CRM data is a mess, no tool—including Syncari—will magically fix it. Get your house in order first.
Step 1: Map out your routing logic on paper first
You can’t automate what you haven’t defined. Don’t skip this, even if it feels basic.
Ask yourself:
- Who should own each type of lead? (By territory, company size, product line?)
- Are there any “special” rules? (VIPs, existing customers, high-value industries?)
- What happens if a lead doesn’t match any rule?
Pro tip:
Draw it out as a flowchart or just scribble it on a whiteboard. If you can’t explain your logic in plain English, you’re not ready for automation yet.
Step 2: Clean up your lead data
No one likes this step, but garbage in = garbage out. Automation will only make bad data move faster.
Key things to check:
- Are your lead records complete? (No missing company names, locations, etc.)
- Are fields like “State” or “Industry” standardized? (“CA” vs. “California” will break routing rules.)
- Are duplicates under control?
Syncari has some data cleansing features, but don’t rely on them alone. Clean what you can before you start building workflows.
Step 3: Connect your sources in Syncari
Now you’re ready to bring everything into Syncari. This is where the platform shines—it lets you connect your CRM, marketing automation, spreadsheets, whatever.
Typical sources:
- Salesforce, HubSpot, or another CRM
- Web forms (Marketo, Pardot, etc.)
- Data enrichment tools (Clearbit, ZoomInfo)
- CSV uploads (yes, people still do this)
How to do it:
- In Syncari, go to the “Connections” tab.
- Add each system where leads originate.
- Map fields so that “Lead Source” in your webform matches “Lead Source” in your CRM, and so on.
Don’t overthink this:
Start with your main lead source. You can always add more later.
Step 4: Build your routing workflow in Syncari
Here’s where you set up the actual logic.
- Create a new “Pipeline” or Workflow in Syncari.
- Set the trigger: Usually, it’s “when a new Lead is created” or “when a Lead’s status changes.”
- Add routing logic:
- Use “if/then” branches to split by territory, product, or whatever logic you mapped out.
- Assign leads to the correct owner or queue based on these rules.
- Set a default assignment for leads that don’t match any rule (e.g., round-robin, unassigned queue).
Example:
- If “State” = California, assign to Sally.
- If “Industry” = Healthcare, assign to Raj.
- Else, assign round-robin to the SDR team.
Tip:
Keep your first version simple. You can always add edge cases after you see how it works in real life.
Step 5: Handle exceptions and edge cases
No matter how good your plan, something weird will happen.
- What if a lead is missing key info? (Route to a data enrichment step or assign to a special queue.)
- What if an owner is on vacation? (Set up backup assignments or rotate automatically.)
- What if multiple reps match? (Decide if you want round-robin, weighting, or manual intervention.)
You don’t need to solve every scenario up front, but flag the big ones so you’re not surprised later.
Step 6: Test your workflow—don’t skip this!
Most routing failures come from stuff you didn’t anticipate. Testing will save you headaches (and angry reps).
How to test:
- Create a few fake leads that fit each routing rule.
- Watch where they land. Did they go to the right owner?
- Try breaking the rules—leave out a state, use a weird industry, etc.
What to watch for:
- Leads stuck in a “no-man’s land” queue.
- Owners getting too many (or too few) assignments.
- Data mismatches (e.g., “NY” vs. “New York”).
Fix any issues before going live. Don’t assume it’ll “just work.”
Step 7: Turn it on and monitor closely
Now you can activate your workflow. But don’t walk away.
- Watch your routing dashboard in Syncari for the first week.
- Check with your sales reps—are they seeing the right leads?
- Look for bottlenecks or slowdowns.
Pro tip:
Set up alerts for failed assignments or leads that haven’t been touched in 24 hours. The sooner you catch issues, the easier they are to fix.
Step 8: Iterate and improve (but don’t overcomplicate)
Your first version won’t be perfect. That’s fine. The point is to fix the basics and get leads where they belong. Once things are stable, you can:
- Add more complex rules (e.g., account-based assignment, scoring).
- Bring in more data sources.
- Automate notifications or feedback loops for sales reps.
But beware: more rules = more things to break. Only add complexity if you have a real problem to solve.
What works well in Syncari—and what doesn’t
What’s great:
- Syncari’s visual workflow builder is actually usable (not just pretty marketing screenshots).
- Connecting multiple systems is straightforward, as long as you keep your field mappings clear.
- Real-time data sync keeps everyone on the same page.
What to watch out for:
- If your data is inconsistent, routing logic can break in subtle ways—standardize fields as much as you can.
- Complex, nested routing can get hard to maintain. If you’re building a Rube Goldberg machine, step back and ask “Do we really need this?”
- Syncari isn’t a substitute for good sales ops processes. People still need to agree on rules and communicate changes.
Ignore the hype about “zero maintenance” or “set it and forget it.” Lead routing is never 100% hands-off. Someone needs to keep an eye on it.
Keep it simple, and keep tuning
Automated lead routing in Syncari can save you time and hassle—but only if you keep it simple and clean. Start with clear rules, test thoroughly, and don’t pile on complexity just because you can. Iterate, listen to your sales team, and keep an eye on the data. The goal isn’t fancy workflows—it’s making sure the right person gets the right lead, every time.
Now go automate something useful.