How to set up automated lead routing workflows in Yamm for sales teams

If your sales team is drowning in spreadsheets and missed leads, it’s time for a workflow overhaul. This guide is for sales managers, ops folks, or anyone who needs leads to land with the right rep—without a daily game of email tag. We’ll walk through a real setup for automated lead routing using Yamm, Google Sheets, and a little common sense. No fluff, no magic bullets—just what actually works.

Why Automate Lead Routing?

Let’s get real for a second. Manual lead assignment is slow and error-prone. It also breeds resentment—nobody likes feeling like they’re getting the short end of the stick (or the coldest leads). Automating lead routing:

  • Saves time (and headaches)
  • Reduces lead response time
  • Gives everyone a fair shot (if you set it up right)
  • Makes tracking a whole lot easier

But don’t expect automation to solve every problem. Garbage in, garbage out—so if your lead data is a mess, start there first.

What You’ll Need

Before we dive in, here’s what you’ll want lined up:

  • A Google Workspace account: Since Yamm is built for Google Sheets.
  • Yamm add-on installed: Get it from the G Suite Marketplace if you don’t already have it.
  • A master lead spreadsheet: Preferably one that gets new leads either manually added, or (better) auto-imported from your CRM, web forms, or other sources.
  • A list of sales reps and their emails: Ideally on a separate tab or spreadsheet.
  • A clear routing logic: For example: round-robin, by territory, by deal value, etc.

If you’re missing any of these, you’ll want to sort them out first. The whole thing hinges on clean data and a clear plan.

Step 1: Prep Your Lead Sheet

Don’t skip this. A messy sheet means a messy workflow.

Columns you’ll want (at minimum): - Lead Name - Email - Company - Territory (if you route by region) - Lead Source - Status (New, Assigned, Contacted, etc.) - Assigned Rep (blank for now)

Tips: - Use data validation for columns like “Territory” and “Status” to keep things consistent. - If leads come in from a form, double-check the field mapping.

Pro tip: Add a timestamp column for when leads are added. It helps if you need to troubleshoot or audit later.

Step 2: Define Your Routing Rules

This is where most teams make it complicated (and regret it later). Keep your first version simple. Here are the most common options:

  • Round-robin: Rotate leads evenly among reps.
  • By territory: Assign based on geographic region or industry.
  • By workload: Give more leads to reps with fewer active deals.

Write down the rules—literally, in a Google Doc or at the top of your sheet. You’ll need them when setting up Yamm.

What to ignore: Anything that feels “fair” but is impossible to automate (like “gut feel” or “relationship potential”). Start with rules you can actually enforce with data.

Step 3: Install and Set Up Yamm

If you haven’t already, install Yamm from the Marketplace. Once it’s in your Google Sheets, you’ll see a “Yamm” menu.

  1. Go to your lead sheet.
  2. Click “Add-ons” → “Yamm” → “Start Mail Merge.”

Heads up: Yamm is designed for email automation—mail merges, notifications, and so on. Lead routing is basically a fancy form of targeted mail merge.

Step 4: Build Your Routing Workflow

Here’s where you connect your rules to action. The basic idea: when a new lead hits the sheet, Yamm fires off an email to the right rep with the lead details.

Option 1: Manual Trigger (Easiest)

  • Filter your “Assigned Rep” column for blanks.
  • Assign reps manually using your chosen method (round-robin, etc.).
  • Use Yamm to send emails to reps for newly assigned leads.

This is... well, only semi-automated. It’s fine for low volume or if you’re testing.

Option 2: Automated Assignment & Notification (What You Really Want)

  1. Add a formula or script to auto-assign reps.
  2. For round-robin, use a formula that cycles through your reps list.
  3. For territory, use a VLOOKUP based on the territory column.

  4. For more complex logic, you might need an Apps Script (Google’s scripting language for Sheets).

  5. Set up Yamm for automated notifications

  6. In your sheet, add a trigger column like “Ready to Notify” (TRUE/FALSE).
  7. When a new lead is assigned, mark as TRUE.
  8. In Yamm, set your recipients column to “Assigned Rep.”
  9. Customize your email template with merge fields (e.g., Lead Name, Company, etc.).
  10. Use Yamm’s scheduling or trigger options (if available) to send emails automatically, or set a daily batch send.

A simple round-robin formula for “Assigned Rep”:

excel =INDEX(Sheet2!$A$2:$A$6,MOD(ROW()-2,COUNTA(Sheet2!$A$2:$A$6))+1)

Assumes your reps are listed in Sheet2!A2:A6 and your leads start from row 2.

Pro tip: Don’t overcomplicate the first version. If you’re not comfortable with formulas or scripts, start with manual assignment and automate notifications first.

Step 5: Test the Whole Flow

Never trust your first setup. Run a few test leads all the way through:

  • Add a fake lead.
  • Make sure the rep gets the right email.
  • Double-check that all the data (name, company, etc.) comes through cleanly.
  • If you’re using formulas, check for weird edge cases (like blank rows or duplicate assignments).

If something breaks, fix your data or logic before going live.

Step 6: Set Up Ongoing Maintenance

Automated doesn’t mean “set it and forget it.” You’ll want:

  • Someone to check the sheet weekly for errors or missed assignments.
  • A simple way for reps to report if they get the wrong leads.
  • A backup plan if Yamm or Sheets hiccups (sometimes Google services go down, or permissions change).

What to ignore: Endless tweaking to make it “perfect.” Get it working, then refine as you go.

What Works (and What Doesn’t)

What Works

  • Simple rules: The less branching logic, the fewer headaches.
  • Reliable data: If your lead sheet is tidy, everything else goes smoother.
  • Transparent process: Reps know how leads are assigned and can spot mistakes.

What Doesn’t

  • Overly complex assignments: If you need a flowchart to explain it, you’ll spend more time fixing than selling.
  • Ignoring edge cases: Blank fields, duplicate leads, or reps who leave the team. Plan for them now, not later.
  • Forgetting permissions: Make sure Yamm and anyone who needs to edit the sheet have the right access.

Pro Tips & Common Pitfalls

  • Test with real(ish) data: Make fake leads that look like your real ones.
  • Document your logic: If you leave, someone else should be able to figure it out.
  • Start small: Don’t automate every notification or edge case up front.
  • Watch for email limits: Yamm (and Google) have sending limits—don’t blast 1,000 leads at once unless you like getting blocked.
  • Privacy matters: Make sure you aren’t inadvertently emailing sensitive data outside your org.

Wrapping Up: Keep It Simple, Iterate Fast

Automated lead routing in Yamm isn’t rocket science, but it does take a bit of setup and some discipline. Start with the basics, get your team on board, and don’t be afraid to tweak as you go. The simpler your first version, the easier it’ll be to spot what’s working (and what isn’t).

Remember, the goal isn’t a perfect system—it’s fewer missed leads and more closed deals. Don’t let automation become another bottleneck. Keep it lean, keep it clear, and adjust as your team grows. Good luck!