If you’re tired of leads piling up with just a few reps while others twiddle their thumbs, you’re not alone. Fair lead distribution is a classic sales ops headache. Round robin assignment is supposed to help, but most tools make it more complicated than it needs to be. If you’re using Leadangel, you have a few ways to get it done—but not all of them are obvious or equally useful.
This guide is for sales ops folks, admins, or anyone tasked with getting leads to the right reps, fairly and fast. I’ll walk you through how to set up round robin in Leadangel, what works (and what’s flaky), and some tricks to keep your team happy.
What is round robin, and why bother?
Quick refresher: round robin just means leads go to each rep in turn, cycling through the team. It keeps things fair, avoids “top rep hoarding,” and usually keeps response times quick. But a lot of round robin setups break down because:
- Someone goes on vacation and still gets leads.
- Someone leaves the company but isn’t pulled from the pool.
- One rep gets junk leads, another gets all the hot ones.
Leadangel promises to help solve this with automation—but you’ve got to set it up right.
Step 1: Get your teams and users ready
Before you mess with assignment rules, make sure your data’s not a mess.
Checklist:
- Make sure every rep who should get leads has an active user in Leadangel.
- Remove (or deactivate) anyone who’s left or shouldn’t get leads.
- If you want to assign by team (e.g., SDRs vs. AEs), get those groups set up first.
Pro tip: Use a shared Google Sheet or CRM report to double-check your list. Sales teams change fast, and nothing kills trust like a “why did I get a lead while on PTO?” email.
Step 2: Decide if you want pure round robin—or something smarter
Leadangel offers a pretty basic round robin, but you can layer logic on top. Here are your options:
- Simple round robin: Each new lead goes to the next rep, cycling through the list.
- Weighted round robin: Some reps get more (or fewer) leads based on experience or quotas. (This takes extra setup.)
- Conditional round robin: Only certain types of leads get distributed this way (e.g., only inbound MQLs).
Be honest: If your team is small and everyone should get equal leads, stick to simple. If you’ve got newbies or specialists, weighted or conditional might make sense—but it’s more to maintain.
Step 3: Set up the Leadangel Assignment Rule
Here’s where most people trip up in Leadangel. Instead of a “round robin” button, you use Assignment Rules and User Groups.
3.1 Create User Groups
- In Leadangel, head to User Management.
- Create a new User Group (e.g., “SDR Round Robin”).
- Add only the reps who should get leads. Double-check for anyone who’s on leave or shouldn’t get new leads.
Got regional teams? Create multiple groups (e.g., “East SDRs,” “West SDRs”) if you want to route leads by territory later.
3.2 Set Up the Assignment Rule
- Go to Lead Routing > Assignment Rules.
- Click New Assignment Rule.
- Name your rule something clear, like “Inbound Leads - SDR Round Robin.”
- Set the criteria: This is where you decide which leads will go through this rule. For example:
- Source = Inbound
- Lead Status = New
- Region = East (optional)
- Choose Assignment Type: Select Round Robin.
- Assign to User Group: Pick the group you just created.
- Save the rule.
Heads up: Leadangel processes rules in order, so make sure your round robin rule is above any “catch-all” rules.
Step 4: Test, test, test
Don’t just assume it’s working. Here’s how to check:
- Create test leads matching your assignment criteria. (Use a dummy email so you don’t spam your team.)
- Watch where they land. Each lead should go to the next rep in the group.
- Create enough test leads to cycle through the whole group at least twice.
- Remove a user from the group, add a new one, and see if the rotation updates.
What breaks most often: - Forgetting to update the group when someone leaves or joins. - Assignment rules firing in the wrong order, so leads bypass your round robin. - Round robin “sticking” on one rep if Leadangel’s sync hiccups. (If you see this, reach out to support—it’s rare but real.)
Step 5: Set up notifications and fallback plans
Even with a perfect setup, stuff happens: reps go on vacation, get promoted, or just don’t follow up. Here’s how to avoid dropped leads:
- Set up email or Slack notifications for new lead assignments. Most CRMs can do this; Leadangel can trigger workflows too.
- Have a backup owner. In the assignment rule, set a fallback (like a team lead) in case the round robin group is empty or fails.
- Regularly audit assignment logs. Once a month is plenty for most teams.
Pro tip: Schedule a 10-minute check-in every so often with sales management to review the lead assignment list. It’s boring, but it keeps things smooth.
Step 6: Maintain and tweak as you go
You’re not done once it’s set up. Sales teams change, and so does your lead flow.
- Update user groups as people join, leave, or change roles.
- Review assignment rules at least quarterly. Clean up anything you don’t use.
- Watch for gaming: If someone always passes on leads, or hot leads seem to “magically” skip the queue, talk to your reps.
Don’t overcomplicate it. Fancy rules are tempting, but more logic means more can break. Start simple, layer on as you really need it.
What works, and what’s just hype?
Works well: - Basic round robin with clean user groups. - Conditional assignment if you have clear, stable criteria.
Can backfire: - Overly complex weighted round robins. They’re a pain to maintain, and reps will notice if it’s not transparent. - Ignoring out-of-office or turnover—they’ll still get leads unless you update the group. - Blindly trusting the software. Always check the logs.
Ignore for now: - “AI-powered” lead scoring unless you have a ton of clean data. It sounds cool but rarely helps with fairness. - Over-automating notifications. One alert per lead is enough; don’t flood your reps.
Keep it simple, keep it fair
Round robin in Leadangel isn’t magic, but it works if you keep your user groups clean and rules clear. Don’t chase fancy features until you’ve nailed the basics. Start with a simple setup, test it (for real), and fix the small stuff as you go. Your reps will notice—and you’ll spend less time untangling lead messes.