If you’re tired of triaging new leads by hand, or watching good leads slip through the cracks because someone forgot to forward an email, this one’s for you. Whether you’re running sales for a scrappy startup or wrangling inbound requests for a growing team, automating lead routing isn’t just a nice-to-have—it’s how you keep up without losing your mind.
This guide walks through how to automate lead routing using Bricks workflows. I’ll break it down step by step, skip the fluff, and call out where things actually save you trouble (and where they don’t).
Why Automate Lead Routing Anyway?
If you’re reading this, you probably know. But for the sake of clarity:
- Manual lead routing is slow and error-prone. People get busy, inboxes get messy, and leads go cold.
- Consistency matters. If you want to treat your best leads like gold, you need a system, not a memory test.
- Automation scales. Even if you’re not overwhelmed now, you will be.
Bricks won’t magically fix a broken sales process, but it will take boring, repetitive tasks off your plate—if you set it up right.
What You’ll Need
- Access to Bricks: Obvious, but worth stating.
- A list of routing rules: Who should get what leads? By territory, product, company size, etc.
- A CRM or destination: Where leads end up—a spreadsheet, Slack channel, or your CRM.
- A steady source of leads: Web forms, chatbots, imports. If you can get leads into Bricks, you can route them.
Step 1: Map Out Your Routing Rules (Before You Click Anything)
Don’t skip this. Automation only works if you tell it exactly what to do. That means writing down your routing logic before you start building.
Ask yourself:
- What info do I have about a lead? (e.g., location, company size, product interest)
- How do I decide who gets a lead? (e.g., round robin, territory, priority)
- Who’s actually responsible for following up?
Pro tips:
- Keep it simple to start. Every “edge case” you add makes things messier.
- Write out a few “if this, then that” scenarios.
- If you’re replacing a manual process, document what’s actually happening now (not what’s supposed to happen).
Step 2: Set Up Your Lead Source in Bricks
Bricks can pull in leads from web forms, APIs, spreadsheets, and a bunch of other sources. Pick whatever you’re using.
Common options:
- Web forms: Connect your form to Bricks (most have direct integrations).
- Email parsing: For leads that arrive by email, set up an email parser in Bricks.
- Manual import: For CSVs or spreadsheets.
Follow Bricks’ docs for connecting your data source. The key is making sure lead info (name, email, company, etc.) lands in Bricks in a structured way.
Things to watch out for:
- Garbage in, garbage out: If your form collects junk, your routing will too.
- Field mapping: Double-check that the fields coming in match what you’ll use in your routing rules.
Step 3: Build Your Workflow in Bricks
Now for the main event—setting up the workflow that actually handles the routing.
1. Create a New Workflow
- In Bricks, go to the Workflows builder.
- Start a new workflow and choose your lead source as the trigger.
2. Define Conditions for Routing
You’ll use conditional logic to sort leads. For example:
- By territory: “If country is US, assign to Sam. If country is Canada, assign to Alex.”
- By product interest: “If interested in Product A, assign to the A-team.”
- Round robin: “Assign to next available rep.”
Bricks has a visual workflow builder, so you’ll drag in condition blocks and set your criteria.
3. Set Actions for Each Route
For each branch, decide what happens:
- Assign to a user: Bricks can notify a specific sales rep or team.
- Send to CRM: Push the lead into your CRM, tagged with the right owner.
- Send a Slack/Teams message: Good for small teams or early-stage setups.
4. Add Notifications (Optional, But Useful)
Set up email or in-app notifications for the assigned rep. Don’t rely on people living in Bricks 24/7.
5. Test Each Scenario
Before you go live, run test leads through every branch. Make sure they actually end up where you want.
What works well:
- Visual builder: It’s actually pretty intuitive, even if you’re not technical.
- Branching logic: You can get as granular as you need (but see the warning below).
What to watch out for:
- Too many branches: Easy to get lost. If you find yourself with 15+ branches, step back and simplify.
- Hardcoding names: If reps change, you’ll need to update your workflow—think about using teams or roles instead of individuals.
Step 4: Integrate With Your CRM or Other Tools
Most teams want leads to end up in a CRM or at least in a shared place where everyone can see what’s happening.
- Bricks has native integrations with the big CRMs (Salesforce, HubSpot, Pipedrive, etc.).
- For everything else, you can usually push leads via webhook, email, or even a spreadsheet export.
Tips:
- Map fields carefully: If your CRM expects “First Name” and you’re sending “Name,” you’ll have problems.
- Decide who owns follow-up: Automation routes the lead, but someone still needs to act.
Step 5: Monitor, Tweak, and Actually Use the Data
Automation isn’t “set it and forget it.” Keep an eye on:
- Leads getting lost: Check for bottlenecks where leads aren’t assigned or followed up.
- Rep feedback: If people are getting junk leads or missing good ones, revisit your rules.
- Volume changes: As your pipeline grows, your rules might need to adapt.
What’s worth your time:
- Setting up a fallback route (so no lead gets lost if it doesn’t match any rule).
- Reviewing lead assignments every month or so.
What’s not:
- Obsessing over every possible exception. Handle 95% of cases, deal with the rest by hand.
Pro Tips and Honest Warnings
- Start basic. Don’t automate the world on day one. Nail the main routes, then add complexity as you see real needs.
- Involve your reps early. They know where the process breaks down. Plus, if they don’t trust the system, they’ll ignore it.
- Keep documentation. When you update routing rules, write down why. Future-you will thank you.
- Don’t expect miracles. Automation won’t fix bad lead quality, poor follow-up, or a broken sales process. It just moves things faster (for better or worse).
Wrapping Up
Automating lead routing in Bricks isn’t complicated, but it does require some upfront thinking. Start simple, get your main rules working, and only add complexity when you have to. The best workflows are the ones you barely notice—because they just work.
Save your energy for talking to real people, not sorting spreadsheets. And if you break something? That’s what test leads are for. Iterate, don’t over-engineer, and keep it practical.