Getting leads to the right salesperson shouldn’t feel like herding cats. If your team wastes time figuring out who should handle what, you’re not alone. Automated lead routing takes one headache off your plate so you can actually focus on closing deals—not on juggling spreadsheets or slinging leads in Slack.
This guide is for sales managers, ops folks, or anyone tasked with wrangling lead assignment inside Bloobirds. I’ll walk you through the setup, skip the hype, and call out what matters (and what’s not worth your time).
Why Automate Lead Routing in Bloobirds?
Manual lead assignment is fine—until it isn’t. Maybe you’ve got leads slipping through the cracks, reps cherry-picking, or deals stalling because no one followed up in time. That’s where Bloobirds comes in: it’s a sales engagement and CRM platform built to help you get your leads in the right hands, automatically.
Automated lead routing means:
- New leads get assigned instantly—no more waiting.
- The rules are clear (and you’re not the bottleneck).
- No more “I thought you had it!” moments between reps.
But let’s be real: automated doesn’t always mean perfect. You’ll need to tune your setup over time and watch for weird edge cases.
Step 1: Map Out Your Routing Logic First (Seriously)
Don’t touch the software yet. Trust me—figure out how you want leads routed before building anything in Bloobirds.
Questions to answer: - Are leads going by territory, company size, industry, or just round robin? - Who gets what when someone’s out of office? - Do you need to prioritize certain reps or accounts? - Any leads that should not be routed automatically?
Pro Tip:
Write your rules down. Even a Google Doc or napkin sketch is better than winging it. You’ll thank yourself later when you’re debugging.
Step 2: Set Up Your Team and Assignment Pools in Bloobirds
Now you’re ready to log in and do the work.
- Check Your User Roles
- Make sure every rep who’ll get leads is set up as a user.
-
Double-check permissions—only folks who should get leads are “Assignable.”
-
Create or Update Teams
- In Bloobirds, go to the Teams section.
-
Group reps logically (by region, vertical, etc.) if you want to route leads to teams instead of individuals.
-
Assignment Pools
- Decide if you’ll use pools (multiple reps get leads from a shared pot) or direct assignment.
- Pools are great if you’ve got a big SDR team; direct assignment makes sense for named accounts.
What to ignore:
Don’t overthink the hierarchy. You can always tweak teams and pools later. Start simple.
Step 3: Define Your Routing Rules
This is where most people get tripped up. Bloobirds lets you set rules based on lead fields (think location, industry, size, or anything you track).
- Open Lead Routing Settings
- Go to the admin/settings area.
-
Find the “Lead Routing” or “Assignment Rules” section.
-
Add a New Rule
- Choose the lead property you want to route by—e.g., “Country” or “Company Size.”
-
Define the condition (e.g., “If Country is Germany, assign to the DACH team”).
-
Set the Assignment Logic
- Options usually include round robin, weighted, or manual override.
- Round robin is the no-brainer for fairness.
-
Weighted lets you give more leads to your heavy hitters (but be careful—it can create drama).
-
Rule Priority
- Order matters. Bloobirds applies the first rule that matches.
- Put your most specific rules at the top (e.g., key accounts go to a specific rep), and broad “catch-all” rules at the bottom.
Heads up:
Don’t go wild with a million tiny rules. You’ll create a nightmare to manage. Start with the basics and layer on more as you need them.
Step 4: Test Your Routing (Do Not Skip)
Before you let this thing loose on real leads, run a few tests.
- Create Test Leads
- Add sample leads that match your different rules (fake names, real data).
-
See where they land.
-
Check the Assignment
- Did the right rules fire? Did the right reps/teams get the leads?
-
Is anyone falling through the cracks?
-
Edge Cases
- What happens if no rule matches? (Usually there’s a “default” assignee—make sure it’s correct.)
- What if a rep is on vacation or their capacity is full?
Pro Tip:
Ask your reps to help with testing. They’ll spot weirdness you might miss.
Step 5: Go Live—But Monitor Closely
You’ve tested, tweaked, and you’re ready to flip the switch.
- Turn on Automated Routing
- Enable the rules in Bloobirds.
-
Watch as new leads start getting assigned.
-
Monitor for Issues
-
For the first week or two, keep a close eye on:
- Unassigned leads
- Bottlenecks or overloaded reps
- Complaints from your team (they’ll tell you if something feels off)
-
Adjust and Refine
- Routing isn’t “set it and forget it.” You’ll need to tweak as your team grows, changes roles, or takes on new markets.
What works:
- Keep your routing rules visible to the team. Transparency cuts down on confusion and finger-pointing.
- Set a recurring calendar reminder to review routing performance every month.
What doesn’t:
- Overcomplicating the rules from day one. Simpler is usually better.
- Assuming you’ll get it perfect the first time. You won’t.
Step 6: Handle Exceptions and Manual Overrides
No system catches everything. Sometimes a lead needs special handling.
- Bloobirds lets admins reassign leads manually—use this for one-offs.
- Document the process for exceptions (e.g., who to ping if a high-priority lead needs to jump the queue).
- Don’t try to automate every possible scenario. You’ll go nuts.
Step 7: Keep It Clean—Ongoing Maintenance
A few things you’ll want to keep up with:
- Remove inactive reps from assignment pools. Otherwise, leads go nowhere.
- Update rules when territories, roles, or team members change.
- Revisit your routing logic quarterly. What made sense six months ago might not now.
Pro Tip:
Set up dashboards or reports in Bloobirds to track lead assignment. If leads are sitting unworked, your routing isn’t working.
Wrapping Up: Don’t Overthink It
Automated lead routing in Bloobirds takes a bit of upfront work, but it saves you hours (and headaches) down the road. Start simple, watch it in action, and tweak as you go. Most teams get bogged down trying to perfect every edge case from day one—don’t. You can always adjust.
Get your team’s feedback, look at the data, and keep your rules flexible. The fewer moving parts, the less that can break. And at the end of the day, the goal is the same: get leads to the right rep, fast.