If you’re tired of leads slipping through the cracks, reps cherry-picking easy wins, or just want to quit assigning leads by hand, this guide is for you. Automated lead routing in Georep takes the guesswork (and grunt work) out of getting new leads to the right salespeople. But automation isn’t magic, and setting it up wrong can make things worse. Here’s how to get it right—and what to skip.
What is Automated Lead Routing (and Why Bother)?
Automated lead routing is software that assigns new leads to sales reps based on rules you define: territory, product interest, team capacity, whatever makes sense for your process. When it works, leads get quick follow-up, salespeople stay focused, and managers spend less time firefighting.
But let’s be clear: Even the best system won’t fix a messy sales process or bad data. Georep’s lead routing tools are flexible, but you’ll get out what you put in. Let’s dive in.
Step 1: Get Your House in Order
Before you even touch settings, check these basics. Automation will only amplify whatever system you already have—good or bad.
What to do: - Clean up your lead sources. Make sure new leads are coming in through the right channels (web forms, imports, integrations), and the data is accurate. - Define territories or segments. However you split your team—by geography, industry, product, or account size—get it down on paper first. - Audit your sales team list. If you have reps who’ve left or are on leave, remove or deactivate them. Nothing kills routing faster than leads assigned to ghosts. - Standardize fields. Fields like “State,” “Industry,” or “Lead Source” should be drop-down menus, not freeform text. Otherwise, rules won’t match.
Pro tip: Don’t let “we’ll clean the data later” be your mantra. Garbage in, garbage out.
Step 2: Map Out Your Routing Rules
This is where you decide who should get what. The simpler, the better. Start small—you can always add complexity.
Common ways to route: - By territory: Assign leads based on geography (state, region, country). - By industry or vertical: If reps specialize, send leads their way. - By product line: Useful if different reps handle different products. - Round-robin: Just rotate evenly among available reps. - By workload: Some teams use “least busy” logic, but be careful—it can be gamed.
Sketch out your logic. Literally, draw it on a whiteboard if you need to. Test it with sample leads before building anything.
What to skip: Don’t try to automate every exception. If you have more than 3–5 main rules, you’re overcomplicating things. Edge cases can be handled manually.
Step 3: Set Up Routing in Georep
Now you’re ready to build your rules in Georep. Here’s how to do it without getting lost in menus.
1. Access the Lead Routing Settings
- Log into Georep.
- Go to Settings > Lead Management > Routing Rules.
- If you don’t see this, you might not have admin rights—track down someone who does.
2. Create Your First Rule
- Click Add Rule.
- Name it clearly (e.g., “US Northeast Leads” or “Healthcare Industry”).
- Define the criteria:
- Pick the lead fields to filter by (e.g., “State is NY, NJ, CT”).
- Choose which reps or teams should get the leads that match.
- Select the assignment method: round-robin, random, or assign all to one.
3. Set Rule Priority
- Georep runs rules in order from top to bottom.
- Make your most specific rules first (“Enterprise Accounts in California”), and general ones last (“All Remaining Leads”).
- Drag to reorder if needed.
4. Test the Rules
- Use the built-in “Test Lead” feature (or just create a dummy lead).
- Make sure the right rep or team gets assigned.
- Adjust as needed—don’t assume you got it perfect the first time.
5. Activate Routing
- Once you’re happy, turn on the rules.
- Monitor for a week—watch for missed assignments or leads going to the wrong person.
Heads up: Some setups need you to map users in Georep to your CRM or HR system. If reps aren’t showing up, check user sync settings.
Step 4: Train Your Team (But Don’t Overthink It)
Automation only helps if your team knows what’s changed. Don’t make a big production out of it. Just tell them:
- Leads will now be assigned automatically.
- Check your notifications—don’t rely on email alone.
- If something looks wrong (e.g., “I got a lead from the wrong territory”), flag it.
What not to do: Don’t write a 30-page manual. One short email or a 5-minute huddle does the trick.
Step 5: Monitor, Adjust, and Ignore the Hype
The first week or two, watch things like a hawk. Here’s what to look for:
- Are leads sitting unassigned? That’s usually a rule order or field mismatch issue.
- Are leads going to the wrong rep? Double-check your criteria.
- Is anyone getting overloaded, or left out? Rotate assignments or tweak rules.
Ignore the hype: Some vendors promise “AI-powered lead routing” or “100% efficiency.” Most of the time, that just means complicated rules with fancy labels. Don’t chase features you don’t need.
Pro tip: Set a calendar reminder to review your rules every quarter. Teams change, products launch, and what worked last year won’t always work now.
What Works, What Doesn’t, and What to Skip
Works well: - Clear, simple routing rules that match your sales process. - Standardized data fields and up-to-date rep lists. - Round-robin for fairness (if your leads are mostly equal quality).
What doesn’t: - Overly complex rules with a dozen exceptions. - Freeform text fields (“CA,” “California,” “Calif” all mean the same thing… to you, not to the software). - “Set it and forget it” mentality—lead routing isn’t a crockpot.
Skip it: - Chasing after “AI” automation unless you have tons of leads and real pain points. - Automating edge cases—just handle those by hand. - Massive training rollouts. People adapt fast when the process is clear.
Wrapping Up: Start Simple, Fix as You Go
Automated lead routing in Georep isn’t rocket science, but it does take a little upfront work. Keep your rules simple, clean your data, and check in regularly to fix what breaks. Don’t get sucked into buzzwords or endless customization. The goal is fewer headaches, not more settings.
Set it up, watch how it runs, and tweak only what’s broken. Your sales team—and your sanity—will thank you.