B2B & Growth

Lead Routing

Automatically assigning incoming leads to the right sales rep or team based on rules like territory, account owner, or company size.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Lead routing is the automatic assignment of incoming leads to the right sales rep or team based on rules such as territory, account owner, company size or product interest. Good routing ensures leads are followed up quickly by the best-suited person, reduces duplicate outreach and prevents valuable prospects from sitting unworked in the CRM.