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4.5 ways to do round robin assignment in Salesforce

Fairly assigning leads, accounts or opportunities to sales reps is core to how sales teams manage ownership. In most cases that means round robin assignment in Salesforce. This post outlines the (many) ways you can use Salesforce's tools to get this done.

Before you implement round robin assignment in Salesforce, think about what you're trying to achieve. Some of the options below (e.g. Lead Assignment Rules) only apply to Leads and won't work for Accounts , Opportunities , Tasks, etc. For example, if you're assigning qualified opportunities to account executives (AEs) you'll need to make sure you pick the right option.

As a refresher, using round robin to assign something in Salesforce is a lot like a dealer dealing cards. Here's how we described it in our advanced round robin post:

The dealer starts with one player, gives that player a card and then goes around the table, handing each player a card until some number of cards have been given out. This is a good way to evenly divide a large number of things (cards) among a small number of people (players). That's basic round-robin.

You should consider whether you want to do the basics or if your round robin needs weighting, capping, load balancing or availability management . Just be aware that the methods below will focus on the most basic form of round robin.

The rest of this post will cover the following methods for doing round robin assignment in Salesforce:

• Lead Assignment Rules
• Process Builder [Deprecated]
• Using sales engagement software
• Bonus method using Gradient Works 

But first, some math and an example involving a deli...

Round robin, modulo and... deli tickets?

Most of the examples below use the MOD Salesforce formula operator in some way. Mod is short for the " modulo operation " which sounds complicated but is actually pretty simple: it just gives you the remainder left over after you divide two numbers. For example:

• MOD(5,3) is 2 because 5 divided by 3 has a remainder of 2
• MOD(9,3) is 0 because 9 divided by 3 has no remainder (3 goes evenly into 9)
• MOD(2731,3) is 1 because 2731 divided by 3 has a remainder of 1 (3 goes into 2731 910 times if you're curious)

The neat part about the mod operation is that it's always a number between 0 and 1 less than the number you're dividing by. So if you take any number mod 3, the result will always be either 0, 1 or 2. Ok, maybe that could be useful... but how? Glad you asked! Let's see how we can use MOD to evenly assign something.

Imagine you run a deli and you've got 3 sandwich artists. The artists get paid $0.50 per sandwich so you want to make sure each gets an equal number of customers throughout the day or else somebody will make less money and be upset.

The good news is that every customer that walks in takes a number from the little ticket dispenser by the door. Each new customer's number is 1 more than the previous customer's number. Cool so how do you turn this system into a way of allocating customers? Glad you asked that too! Here's a little algorithm:

• Write the names of each sandwich artist on a board and give them each a number between 1 and 3.
• Take each new customer's ticket number and MOD it by 3 (the number of sandwich artists). This gives you a remainder between 0 and 2.
• Add 1 to the remainder so you have a tidy result between 1 and 3.
• Use the resulting number between 1 and 3 to pick that customer's sandwich artist from the board.

Putting it all together, let's say your new customer takes a ticket with the number 8. You do 8 mod 3 and get 2. Add 1 and you get 3. Pick sandwich artist number 3 and send them this new customer. The next customer pulls a 9. 9 mod 3 is 0. Add 1 and you've got, well, 1. Send them on to sandwich artist one. Repeat.

I don't know about you but those customers sound suspiciously like Leads (or really anything else you'd want to assign) to me. It turns out that most of the solutions below use a variation on this where the ticket dispenser machine is replaced by an auto number field .

Now if you're not too hungry for a pastrami on rye , let's actually look at our options.

1) Round robin with Lead Assignment Rules (LARs)

We've done a deep dive on Salesforce Lead Assignment Rules in another post so we won't repeat everything here. However, if you've done any googling at all for "automated round robin lead assignment in Salesforce" you've probably encountered this Salesforce Help doc about creating round robin lead assignment rules .

The basic idea in the Salesforce Help doc is precisely the deli counter example above:

• Add an auto-number field to Lead that counts up every time there's a new lead
• Add a formula field on Lead to calculate the "Round Robin Id" by MODing the Lead number by the number of sales reps and adding 1
• Hard-code Lead Assignment Rule Entries matching "Round Robin Id" to a rep

Step 3 looks like this:

Let's break down the good, the bad and the ugly of this approach.

• It's pretty simple with no complicated automation
• It's built-in so it comes with no strings attached (besides that Salesforce license $$$)
• Leads only - Lead Assignment Rules only work for - you guessed it - leads
• Hard to manage - Whenever reps get added, leave the company or just go on PTO, you have to update both the Round Robin Id formula to change the number of reps and update out the rule entries to assign Round Robin Ids to different reps
• No audit trail - However, you can help by tracking field history for the owner field.
• The minute you have any additional routing rules where some leads are created but aren't assigned to this group, your assignment gets skewed. Here's an example. Let's say 4 leads are created and given numbers 1, 2, 3, and 4. Let's say 2 and 3 aren't assigned because they used a Gmail address. What happens when Leads 1 and 4 get assigned? They'll both get assigned to the rep in slot 2 (MOD(1,3)+1 = 2, MOD(4,3)+1 = 2). Reps 1 and 3 aren't going to be happy about that.

2) Round robin with Process Builder

[Ed. Note: Please don't use this method since Salesforce is retiring process builder .]

Emily Douglas from Formstack discussed how to use Process Builder for round robin lead assignment at Dreamforce 2018. This solution is nice and flexible because it can be applied to any object. In fact, her example uses Contacts . Here's her overview slide:

This means that the good, bad, and ugly of this approach are pretty similar to the earlier approach.

• Built-in - You don't need anything besides Salesforce
• Any object - The pattern can work for any object, not just Leads. All you have to do is set up the custom fields on the object and set up a process builder to operate on objects of that type
• Versioning - Process builder maintains versions as you make changes so at least you can refer back to the way things used to be if you make a tweak. Just note that this doesn't apply to the formula fields, only the logic in process builder
• Duplication - This approach describes a pattern you can use for any given object with some custom fields and a process builder. You'll need to try to keep that pattern consistent across every object you build this for.
• Hard to manage - As with the LAR approach, you've got to manually edit a formula field to change the list of reps
• More workflow effort - Unlike the LAR approach, you have to explicitly build in logic in process builder to do the assignments
• Process Builder is on its way out - Salesforce has publicly stated that Flow is the future of workflow automation on the platform, not Process Builder. It's not going anywhere soon but it's not being improved.
• Skewed assignments - Just like the LAR approach, this relies on a single deli-counter style auto number field. This will skew in the exact same way if you start implementing more complex routing rules. It is possible to eliminate some of these issues in process builder, but at the expense of a lot more complexity.

3) Round robin with Apex

As you probably know, developers can build entirely custom logic on the Salesforce platform using the Apex programming language . A typical Apex solution for round robin assignment usually takes the form of one of these two approaches:

• A variation on the deli-counter approach we've discussed so far, using a combination of formula fields to compute an auto-number value, the Apex version of the modulo operation ( Math.mod ) and triggers to kick off the code. This approach has all the drawbacks of the LAR and Process Builder approach.
• A more flexible (and powerful) approach that uses a set of custom objects, each of which define "slots" in multiple round-robin queues. At the expense of a lot more complexity, this approach allows you to distribute the same type of object fairly to different groups based on any routing logic you can imagine.

A full Apex implementation is too complex to discuss here so let's just look at the good, the bad and the ugly of using Apex to do round-robin:

• Nearly-infinite flexibility - If you can describe it, you can most likely do it with Apex. Assigning any object, with any logic is entirely possible.
• Round-robin can coexist with other routing rules - It's entirely possible to build complex routing rules to different groups of users without skewing your round robin
• Version control - Modern development approaches mean you can keep track of and independently test different versions of the code.
• Developers, developers, developers - It's code. You'll need a developer to write it in the first place and you'll need a developer to maintain it, debug it and change it.
• Maintenance and change will be difficult. In my experience, most code solutions in Salesforce become very hard to maintain over time, especially when the original author leaves. Even if you do have developers to support the custom solution, they're often very busy with other priorities and can't make changes on a time schedule that the business leads.

4) Round robin with Flow

We've talked a lot about Salesforce Flow around these parts because it's the future of Salesforce automation. The important thing to know about Flow is that it provides nearly all the flexibility of Apex with the low-code approachability of Process Builder. That makes it an ideal way to build solutions like round robin assignment.

There are several good examples of using Flow for this. You can find one in the book Lightning Sales Ops by Matt Bertuzzi but I'm going to specifically focus on this one by the sales operations consultants Kicksaw .

Here's a screenshot of Kicksaw's Flow in action:

My main issue with the Kicksaw solution is that it introduces an unnecessary process builder component to trigger the execution of the Flow. That's easily done with record-triggered Flows.

• Flexibility - Flow gives you the flexibility to do most things you can do in Apex
• Maintainability - Admins can update the Flow logic and change the various user lists without needing any developer help
• Routing rules without skew - Support multiple territories and routing logic without worrying that it will skew your assignment process
• Future proof(ish) - Flow is the (current) future of automation on Salesforce
• More logic to deal with - Flow can require sorting out some tricky logic similar to programming; not all admins are comfortable with that
• A lot to configure - The full Kicksaw solution requires some custom objects, a queue and even some Lead Assignment Rules in addition to Flow. That can be a lot.
• It's all on you - In the end, this solution is custom to your Salesforce and relies on you and your team to maintain it.

4.5) Round robin with Sales Engagement software

I'm throwing in a "4.5" here because these recommendations aren't strictly Salesforce but instead might give you the ability to do basic round robin assignment with tools you already have. Sales engagement tools like Outreach and Salesloft have some basic round robin capabilities backed in so you may be able to get away with using them.

• You're already paying for it
• Functionality is super limited and generally only applies to a few use cases
• If you get rid of your sales engagement product, you'll also lose any round robin functionality you're using

Bonus! Round robin with Gradient Works

You didn't think I was going to let you get out of here without talking about how Gradient Works makes round robin assignment in Salesforce easy , did you?

If you're looking for a no-code round robin assignment solution that's flexible enough to handle whatever routing rules you throw at and advanced enough to optimize any of the assignments in your customer lifecycle, check us out .

Happy assigning!

By the way, round robin is such an important part of how sales teams manage assignments and handoffs, that we put together a whole round robin assignment knowledge base for sales teams . Go check it out. 

Hayes Davis

Hayes Davis is co-founder of Gradient Works. Previously, Hayes was SVP of Revenue Operations at Cision, where he ran a global team of 50 supporting nearly 600 sellers. He was also co-founder and CEO of Union Metrics until its successful acquisition by TrendKite in 2018. Hayes has a background in computer science.

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How to Create a Round Robin Lead or Case Assignment Rule in Salesforce

• October 30, 2018
• Merfantz Editor
• Salesforce Admin Tutorial

In the context of Salesforce.com, the term round robin frequently comes into play when assigning Lead or Case records to users. For example, you might have five sales reps working new Leads and, as an administrator, you want to divvy out all new Leads equally among the five reps, so if you had a 100 new leads, you would want each rep to get exactly 20 Lead records.

NOTE:  This example will be for Leads, but the same concept applies to Case Assignment Rules

A round robin assignment rule allows you to equally distribute new Lead records without having to manually assign them using a rotation as shown below:

• Lead 1 goes to Sales Rep 1
• Lead 2 goes to Sales Rep 2
• Lead 3 goes to Sales Rep 3
• Lead 4 goes to Sales Rep 4
• Lead 5 goes to Sales Rep 5
• Lead 6 goes to Sales Rep 1 (notice the rotation?)
• Lead 7 goes to Sales Rep 2
• Lead 8 goes to Sales Rep 3
• ….and so on

To pull this off in Salesforce you’ll need to create two custom fields on the Lead object. The first is an Auto Number field and the second is a Formula field. You’ll see in a moment how to leverage these two fields to assign Leads.

To create our new fields go to Setup > and Type “Leads” > then select Fields

Slide down the page until you see the “New” button where you can create a custom field. Click New.

In Step 1 of the custom field wizard, pick the data type “Auto Number”

• Field Label: Lead Number
• Display Format: {0}
• Starting Number: 1
• Field Name: Lead_Number

Salesforce assigns a number to this field for each new record created in a sequence (and it’s unique). It cannot be edited by a user. As new records are created the number will increment (i.e. the first Lead is “1″, the next Lead created will get the number “2″, and so on).

Next we are going to create a formula field that will take the number generated by Salesforce and assign it a value in a range you specify in the formula.

In Step 1 of the wizard specify a Formula field.

On Step 2 of the wizard

• Field Label: Round Robin ID
• Field Name: Round_Robin_ID
• Formula Return Type: Number
• Options: 0 Decimal Places

In Step 3 you’ll write a formula with the following value:

MOD(VALUE({!Lead_Number__c}) ,3) +1

The MOD function is going to take our Lead Number, do a bit of math and return a number in a range we specify. The “3″ in the formula above means that it will return a number of 1, 2, or 3. This quick Lead View shows how the formula is taking our Lead Number field and creating a Round Robin ID.

For example if you change the “3″ in the MOD formula to “5″ you’ll get a result of either 1, 2, 3, 4, or 5 for your Round Robin ID.

Now that we have a method to tag each Lead with a Round Robin ID (number), we can leverage this in a Lead Assignment Rule by going to Setup > App Setup > Customize > Leads > Lead Assignment Rules, then click the “New” button.

On the next screen give your Lead Assignment Rule a name and click the Active checkbox and click “Save” as in the screenshot below:

On the next screen click on the Rule Name

Then click the “New” button to start entering rules.

• Sort Order: 1
• Field: Lead: Round Robin ID
• Operator: equals

Select the User to be assigned the Lead and (optionally) select an email template to notify the new owner they have just been assigned a Lead. There is an “out of the box” email template called “Leads: New assignment notification (SAMPLE)” that comes with Salesforce that is usually stored in the “Unfiled Public Email Templates” folder.

How does Sort Order come into play?

When you have a set of assignment rules, Salesforce evaluates the rule in the order you specify (i.e. the Sort Order). Salesforce checks the Lead record against the first rule (Sort Order 1), and if the criteria is a match, Salesforce reassigns the Lead to the new Owner.

If the Lead record being evaluated does not match the first rule, the Lead assignment rule checks the next rule in the sort order and continues until the criteria makes a match. We’ll expand on how to construct and best practices on Assignment Rules in a later blog post.

When you are finished, you’ll have a rule for each person that you want assigned a lead

TIP:  If you want one person to get a certain percentage of Leads, let’s say 60%, you could change your MOD formula to give you ten results. Then on your assignment rule your rule would look something like this:

If you want to manually test your rule, make sure your page layout has the checkbox “Assign using active assignment rules” displayed. If not, add it to your page layout:

Check that box and save the Lead record. Viola! Your lead should be reassigned based on the rules you have in place.

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Create a Round Robin Lead or Case Assignment Rule

First off, what is a “round robin”? Simply put, it’s a rotation through a group. In the context of Salesforce.com, the term round robin frequently comes into play when assigning Lead or Case records to users. For example, you might have five sales reps working new Leads and, as an administrator, you want to divvy out all new Leads equally among the five reps. So if you had a 100 new leads, you would want each rep to get exactly 20 Lead records.

NOTE: This example will be for Leads, but the same concept applies to Case Assignment Rules

A round robin assignment rule allows you to equally distribute new Lead records without having to manually assign them using a rotation as shown below:

• Lead 1 goes to Sales Rep 1
• Lead 2 goes to Sales Rep 2
• Lead 3 goes to Sales Rep 3
• Lead 4 goes to Sales Rep 4
• Lead 5 goes to Sales Rep 5
• Lead 6 goes to Sales Rep 1 (notice the rotation?)
• Lead 7 goes to Sales Rep 2
• Lead 8 goes to Sales Rep 3
• ….and so on

To pull this off in Salesforce you’ll need to create two custom fields on the Lead object. The first is an Auto Number field and the second is a Formula field. You’ll see in a moment how to leverage these two fields to assign Leads.

To create our new fields go to Setup > App Setup > Customize > Leads > Fields

Slide down the page past the “out of the box” fields until you see the “New” button where you can create a custom field.

In Step 1 of the custom field wizard, pick the data type “Auto Number”

• Field Label: Lead Number
• Display Format: {0}
• Starting Number: 1
• Field Name: Lead_Number

Salesforce assigns a number to this field for each new record created in a sequence (and it’s unique). It cannot be edited by a user. As new records are created the number will increment (i.e. the first Lead is “1”, the next Lead created will get the number “2”, and so on). You will also see a checkbox to tell Salesforce to create a number for existing records. If you need to assign existing records a number, go ahead and check this box. If you leave it blank, only new Lead records will receive a number. Don’t worry that the “Display Format” is only showing one digit in length. It will grow as needed as you get to 10, 100, 1000 etc. Continue through the wizard creating the field

Next we are going to create a formula field that will take the number generated by Salesforce and assign it a value in a range you specify in the formula.

In Step 1 of the wizard specify a Formula field.

On Step 2 of the wizard

• Field Label: Round Robin ID
• Field Name: Round_Robin_ID
• Formula Return Type: Number
• Options: 0 Decimal Places

In Step 3 you’ll write a formula with the following value:

MOD(VALUE({!Lead_Number__c}) ,3) +1

The MOD function is going to take our Lead Number, do a bit of math and return a number in a range we specify. The “3” in the formula above means that it will return a number of 1, 2, or 3. This quick Lead View shows how the formula is taking our Lead Number field and creating a Round Robin ID.

For example if you change the “3” in the MOD formula to “5” you’ll get a result of either 1, 2, 3, 4, or 5 for your Round Robin ID.

Now that we have a method to tag each Lead with a Round Robin ID (number), we can leverage this in a Lead Assignment Rule by going to Setup > App Setup > Customize > Leads > Lead Assignment Rules, then click the “New” button.

On the next screen give your Lead Assignment Rule a name and click the Active checkbox and click “Save” as in the screenshot below:

On the next screen click on the Rule Name

Then click the “New” button to start entering rules.

• Sort Order: 1
• Field: Lead: Round Robin ID
• Operator: equals

Select the User to be assigned the Lead and (optionally) select an email template to notify the new owner they have just been assigned a Lead. There is an “out of the box” email template called “Leads: New assignment notification (SAMPLE)” that comes with Salesforce that is usually stored in the “Unfiled Public Email Templates” folder.

Create a rule for each rep that needs to be assigned a Lead based on our Round Robin ID. The Sort Order is the order in which the rules are evaluated.

How does Sort Order come into play?

When you have a set of assignment rules, Salesforce evaluates the rule in the order you specify (i.e. the Sort Order). Salesforce checks the Lead record against the first rule (Sort Order 1), and if the criteria is a match, Salesforce reassigns the Lead to the new Owner. If the Lead record being evaluated does not match the first rule, the Lead assignment rule checks the next rule in the sort order and continues until the criteria makes a match. We’ll expand on how to construct and best practices on Assignment Rules in a later blog post.

When you are finished, you’ll have a rule for each person that you want assigned a lead.

TIP: If you want one person to get a certain percentage of Leads, let’s say 60%, you could change your MOD formula to give you ten results. Then on your assignment rule your rule would look something like this:

That’s it!

If you want to manually test your rule, make sure your page layout has the checkbox “Assign using active assignment rules” displayed. If not, add it to your page layout:

Check that box and save the Lead record. Viola! Your lead should be reassigned based on the rules you have in place.

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Lead assignment guide: salesforce and round robin.

Assigning new accounts, leads , and other various tasks to sales representatives is the foundation of managing a fair business. With Salesforce , this usually involves round robin assignment. 

In this guide, we explore how to use Salesforce tools to implement a basic form of round robin assignment:

• Lead Assignment Rules (LARs)
• Process Builder
• Sales engagement software
• Syncari for round robin in Salesforce

But before you get started, think about your goals. How many leads do you have? How big is your sales team? How many leads can your team realistically accomplish in a short time?

Before we get into the ins and outs of conducting round robin in Salesforce, let’s discuss what round robin assignment is. 

[Related: How to create a lead scoring model ]

What is round robin?

Round robin assignment is synonymous with round robin distribution. It works by assigning specific items to two or more people in order. That last part is important. 

Similar to a card game, the dealer (e.g., a person who assigns leads) gives a card (e.g., a lead) to a player. The dealer continues on assigning cards to the rest of the players (e.g., the team of sales reps). 

This method is great for evenly assigning a high number of “things” to a group of people. The key is that the number of things assigned is greater than the total number of people receiving assignments.

When it comes to distribution for RevOps teams, “cards” are leads, accounts, tasks, or opportunities. And because there are always new leads, the “card game” never really ends. There are always new leads, and controlling when new leads become available is out of your hands. 

This makes lead distribution an ongoing cycle.

[Related: Salesforce deduplication and beyond: How to dedupe leads across your stack ]

Tools for round robin lead assignment are on the rise

If you search for “round robin lead assignment” you’ll be surprised how many of these tools are on the market. That’s because it’s not difficult for any tool that is a form builder or CRM widget to theoretically develop a logical cycle function to push leads to different sales reps. 

Part of the reason this is more important today than several years ago is the rise of companies relying on inbound leads, particularly free trials, to fuel sales teams’ efforts. 

The Product-Led Growth movement often refers to free trial signups that are then activated with consultative sales teams. This go-to-market model needs effective lead routing and assignment. 

Take Dooly for example, which has a huge free trial motion. It’s easy to sign up for the tool for free, and easy to see value quickly. But then Dooly needs to route these leads to sales representatives. Getting them alerts and notifications about signups and usage was too difficult to do, given the product data sat in Bigquery, and Hightouch was taking 8 months to set up.

Learn how Dooly was up and running with PLG lead management in three weeks with Syncari.

Beyond lead assignment: full lifecycle lead and contact management

It’s important to think past handing the lead to sales, to the full lifecycle of lead and contact management.

• Is it accurately attached to an account, if one exists already?
• What happens when it converts to an opportunity? 
• If the opportunity closes, how will Salesforce hand off to the billing/ERP tool?
• If the opportunity closes, how will success and support teams get the full information in their tools?

And if you could do all this with one tool , wouldn’t you want that instead of five?

But for now, let’s focus on common lead routing logic, and the various tools that support it.

Round robin and the modulo (MOD) operation

Using the MOD Salesforce formula operator is essentially dividing two numbers (the bigger by the smaller) and then ending up with a remainder (whatever is left over). 

For example, MOD(9,7) is 2 because 9 divided by 7 has a remainder of 2. Or in other words, 7 goes into 9 only once, and the number left over is 2. 

Another example, MOD(8,2) is 0 because 8 divided by 2 has no remainder (2 goes into 8 evenly, exactly 4 times). 

Whenever you use the MOD operation, you’ll always end up with a remainder of 0, 1, or 2. But what if you want to make sure each of your five Salesforce reps receives an equal number of new leads? Follow these steps:

• Record the names of each sales rep and assign them a number between 1 and 5.
• Take each new lead number (let’s say there are 12) and MOD it by 5. This gives you a remainder of 2. 
• Add 1 every time there’s a new lead to get a result between 1 and 5 (in this case, 2 + 1 = 3). 
• Use the resulting number between 1 and 5 (3, as stated above) to pick which sales rep gets the new lead. 

Because each new incoming lead is one higher than the next, adding one to your remainder allows you to pick a new sales rep each time a new lead comes in. 

1) Using Lead Assignment Rules (LARs) with round robin

Follow these steps to create round robin LARs in Salesforce : 

• Add an auto-number field to Lead. This counts every time there’s a new lead. 
• Add a formula field on Lead. This calculates a round robin ID. Your lead number is the MOD of the number of sales reps. Once you calculate a remainder, you add 1 to it.
• Hard-code LARs entries. The round robin ID is matched to a designated sales rep. 

Using this method in Salesforce for round robin is simple, automated, and built-in (although you still need a Salesforce license). But this method works for leads only. It’s also slightly difficult to manage because you have to update the round robin ID formula whenever new sales reps need to be added; permanently removed; or temporarily removed when someone takes PTO, maternity leave, or something else.

Moreover, when you add routing rules where leads are created but unassigned to a sales rep, your assignments become skewed. Sometimes reps have varying email addresses, so either they get skipped or possibly assigned twice when you assign a lead.

2) Round robin with Process Builder

Using Process Builder for round robin assignment is a flexible solution because you can apply it to any object (e.g., lead, task, hours, contact, account, opportunity). 

The main difference between using Process Builder and LARs is that the last step is more flexible because it isn’t specifically tied to a lead. 

However, the good sides are that it’s built-in, and you can assign more than just leads to sales reps based on the custom field you set. You can also change past versions you built. So if you need to make small tweaks, you can do so in Process Builder. 

But there are a few downsides, one of which is duplication. You’ll have to try to keep your assignment pattern consistent across every object you use round robin for. For example, this isn’t ideal if the pattern needs to be different for leads vs. contacts.

Another downside is that you have to manually edit the formula field when you want to change your list of reps, whether it be who the rep is or the number of reps. 

Additionally, Process Builder is slightly outdated. It’ll remain available for use but isn’t being improved. Salesforce actually announced that Flow is the future , which we’ll discuss a bit later. 

3) Round robin with Apex

Using the Apex programming language on the Salesforce platform, developers can build a custom logic. Round robin assignment using the Apex solution follows one of these approaches: 

• Using a combination of formula fields to compute an auto-number value. The Apex version of the modulo operation ( Math.mod ) sparks a mode that uses a combination of varying formula fields. This combination computes an auto-number value. 
• Using a set of custom objects that define “slots” in several round robin queues. While this approach is more complex, it allows you to fairly distribute the same type of object (let’s say a lead) to different groups based on any preferred routing.

Apex allows flexibility with round robin because you can assign any object with any logic. Your round robin can also coexist with other routing rules. For example, you can build routing rules to different user groups (or sales reps) without skewing the round robin. 

Additionally, you can test different versions of the round robin code and keep track of how they perform. 

The problem with Salesforce Apex for round robin

Using Apex for round robin typically requires a developer to write the code and maintain it. If this developer leaves, or has to hand off to a new team, this becomes difficult to maintain. Plus, Salesforce code solutions are typically difficult to support over time (especially if the original developer is no longer with your company). 

4) Round robin with Flow

Using Salesforce Flow provides nearly the same amount of flexibility that Apex does, as well as less code (as with Process Builder).

You can use Flow with a more complex routing logic because you can use it with separate groups of reps with different territories. It also automatically assigns a lead (or other object) to the rep who’s gone the longest without one. 

And admins can update Flow logic and change user lists without help from developers (a major plus). 

The problem with Salesforce Flow for round robin

Flow requires some custom objects to support it, and even some lead assignment rules in addition to the flow. Some admins might be uncomfortable with this. Additionally, because Flow is a custom solution, your team must maintain it. 

5) Round robin with sales engagement software

You can also do round robin assignments with tools you already own, such as Outreach , Salesloft , or something else. They have basic, built-in round robin capabilities, so you can carry out round robin using those platforms. 

However, the functionality is limited, and many operations leaders prefer to centralize their lead assignment rather than have multiple systems each perform round robin on their own. Additionally, if you no longer have your sales engagement product, you could lose any round robin assignment functions you had. 

[Related: A simple guide to lead routing for marketing and sales teams ]

Using Syncari for Round Robin Lead Assignment

Syncari, a RevOps automation platform, can assist your round robin assignments in Salesforce . You can set up a flow for all new leads regardless of source – enrichment, demo requests, etc. And then centrally assign leads to your sales team via round robin or based on your business logic, whether segmentation by size or industry, territory or job function.

The biggest advantages to Salesforce round robin lead assignment in Syncari are the no-code, drag-and-drop builder, and the customizations you can make to the logic. You can also optimize your assignments based on the customer life cycle. 

If you’re interested in using Syncari for round robin in Salesforce, you can start a free 30-day trial , or request a custom demo .

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Guide to lead assignment rules in Salesforce

Use SFDC lead assignment rules to get more done, create a better experience, and close deals faster.

Rachel Burns Jul 24, 2023

15 min read

Table of contents

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What are Salesforce lead assignment rules?

What if your sales team could spend their valuable time connecting with prospects and closing deals — instead of losing time doing admin work like assigning and organizing leads?

When you automate lead assignment and routing, your sales team can:

Boost sales team productivity and efficiency

Prevent high-quality leads from slipping through the cracks

Create a better experience for potential customers

Speed up your entire sales pipeline to close more deals, faster

In this blog post, we'll discuss the ins and outs of Salesforce lead assignment. We'll cover the benefits, how to plan your lead assignment strategy, and a step-by-step walkthrough of adding lead assignment rules in Salesforce. We'll also explore the power of scheduling automation to simplify and speed up lead assignment, routing, and qualification.

Key takeaways:

Lead assignment rules help sales teams boost productivity, respond to leads faster, and make better data-driven decisions. 

Matching leads with the right sales reps and teams creates a better customer experience by responding to leads faster and giving them personalized attention.

Before you set up your lead assignment rules, work with your sales, marketing, and RevOps teams to understand your lead generation processes and sales team structure.

Within Salesforce lead management settings, rule entries are the individual criteria and actions. A “lead assignment rule” refers to a set of rule entries. 

Automating lead routing , qualification, and booking with Calendly helps your team be more efficient and organized while creating a better experience for prospective customers.

6 benefits of creating lead assignment rules in Salesforce

Why should your team take the time to set up lead assignment rules in Salesforce? Here are six great reasons:

Ensure leads are assigned to the right reps and teams: Lead assignment rules mean each incoming lead is directed to the salesperson or team who has the relevant expertise and skills to engage and convert that lead. Automated lead assignment also prevents leads from falling through the cracks by making sure each lead is assigned to a rep or team, rather than relying on manual assignment.

Respond to leads faster: With lead assignment rules, leads are automatically assigned to the right salesperson, reducing response time and increasing the chances of converting leads into customers .

Boost sales team productivity: Automating lead assignment reduces manual work for RevOps teams and sales managers. Lead assignment rules also help identify and prioritize leads more likely to convert, saving time and resources that would otherwise be wasted on pursuing poor-fit leads. These time savings let sales teams focus on nurturing leads and closing deals.

Create a better customer experience: Leads can be assigned to sales reps who have relevant industry or product expertise, understand their unique needs, and can provide personalized solutions. This tailored approach creates a better experience for leads, which results in more conversions and higher customer satisfaction.

Improve sales forecasting: With well-defined lead assignment rules, you can gather more accurate data on lead distribution and conversion rates. This data can be used for sales forecasting, data driven decision-making, and resource allocation.

How to create lead assignment rules in Salesforce

Step 1: build your lead assignment strategy.

Before you go into your Salesforce instance and set up lead assignment rules, you need to figure out what exactly those rules will be. The options are limitless — where should you start?

It’s time to bring RevOps, sales, and marketing together to answer some questions:

Lead sources: Where do leads come from? Do we use marketing forms through Salesforce web-to-lead forms or a third-party integration? Are we importing leads via the data import wizard?

Sales team structure: How is the sales team structured? Are different teams or individuals specialized in specific products, industries, use cases, or regions?  

Lead data: What info do we request from new leads? Which standard and custom fields do we require?

Sales territories: How are sales territories defined? Are there specific regions, countries, or territories we should take into account for lead assignment?

Integrations : Do we have any third-party integrations with lead assignment or distribution features? Are we using those features?

Special circumstances: Are there any priority levels or tiers for leads that require special attention? For example, do we have a designated rep or queue for leads with complex needs and use cases?

Poor fits: What should we do with leads who don’t meet any of our criteria?

It’s a lot of information to gather and organize, but it’s important to learn as much as possible up front to cover every scenario and equip your sales team with accurate data. Putting this time and effort in now will pay off tenfold in productivity once your lead rules are in place!

Step 2: Set up lead assignment rules in Salesforce

You’re almost ready to enter your lead assignment rules in SFDC . First, let’s go over some terminology. We’ve been talking about lead assignment rules as individual directives: “If the lead matches X, then do Y.” Within Salesforce lead management settings, a “lead assignment rule” refers to a set of rule entries. Rule entries are the individual criteria and actions (“If X, then do Y”). An assignment rule can consist of up to 3,000 rule entries, and you can only have one active assignment rule at a time.

For example, a rule entry can assign all leads interested in a particular product to a queue of reps who are experts on that product. In Salesforce, a lead queue is essentially a bucket for unassigned leads, and you can choose which sales reps can pull leads from each queue.

Another rule entry can assign all leads from companies with over 5,000 employees to your top enterprise sales rep.

To create a lead assignment rule in Salesforce: 

From Setup, enter “Assignment Rules” in the Quick Find box, then select Lead Assignment Rules.

Enter the rule name. (Example: 2023 Standard Lead Rules)

Select “Set this as the active lead assignment rule” to activate the rule immediately.

Click Save.

Click the name of the rule you just created.

Click New in the Rule Entries section.

Enter an order number that tells Salesforce when to run this rule entry in relation to other rule entries. For example, if you want this to be the first criteria Salesforce looks at when assigning a lead, enter number one.

Select the rule criteria. What attributes must the lead have before Salesforce applies the rule entry? You can use any standard or custom field in the lead record for your criteria. For example, you want to assign leads to your U.S.-based enterprise sales team, so the company size field must be equal to or greater than 5,000 and the country field must equal the United States. You can include up to 25 filter criteria.

Choose the user or queue to be the assignee if the lead meets the criteria. For example, assign to the U.S.-based enterprise sales team queue.

Optional: Choose an email template to use when notifying the new lead owner. After you set up your lead rules, you can also use Salesforce Flow automations to notify lead owners via other channels. For example, at Calendly, we integrate Salesforce with Slack, and a workflow automatically notifies sales reps via Slack when a lead is assigned to them.

Salesforce goes through the rule entries in order until it finds one that matches the lead's info, then routes the lead accordingly. 

Let's say you have small business, mid-market, and enterprise sales team queues. Your first three rule entries would match company size to each of those three queues. If they don't have a company size listed, or the company size doesn't match any of the values in your rule entries, Salesforce will move on to the industry rule entries.

To make sure no leads fall through the cracks, you also need to set a default lead owner. If the assignment rules fail to locate an owner, or you don’t set up assignment rules, web-generated leads are assigned to the default lead owner.

To select a default lead owner:

From Setup, enter “Lead Settings” in the Quick Find box, then select Lead Settings and click Edit.

Define the Default Lead Owner. The Default Lead Owner can be a specific user or a queue.

Save your settings.

Salesforce lead assignment rule examples

As we mentioned earlier, your rule entries can include up to 25 filter criteria.

Simple rules include just one filter criteria:

By country or state/province: Route leads from specific states or countries to sales representatives who understand the regional market. You need this rule if your team uses sales territories to divide leads. For example, if the state/province equals Alaska, Arizona, California, Hawaii, Nevada, Oregon, or Washington, assign the lead to the West Coast queue.

By language: Assign leads to sales reps who speak the same language.

By industry: Assign leads from different industries to salespeople who have experience working with those industries.

By company size: Assign leads based on the size of the company, assigning larger companies to a dedicated enterprise sales team.

Complex rules use two or more filter criteria. For example, you could route leads from specific states or provinces to salespeople based on their sales territory and the company size. If you have a particular rep (Bob) working enterprise leads on the West Coast, your filter criteria could say: If the state/province equals Alaska, Arizona, California, Hawaii, Nevada, Oregon, or Washington, and the company size equals greater than 5,000, assign the lead to Bob.

These are just a few examples. Lead assignment rules can be customized to fit your team’s and customers’ needs. Review your strategy to choose the right combination of criteria for your sales processes, products, and customers.

What does the built-in Salesforce lead process look like in action?

A website visitor named Nora fills out a contact form to learn more about your product. She shares her name, email address, company name (Acme Inc.), and company size. You use Salesforce’s built-in web-to-lead forms , so Nora’s form submission automatically creates a lead record.

Your team has set up lead assignment rules that assign leads to sales queues based on their company size. Acme Inc. has 5,000 employees, so Nora is automatically assigned to the enterprise sales team queue.

Enterprise sales team queue members receive an email notification that a new lead has been added to the queue. Taylor, an enterprise sales rep in Acme Inc.’s territory, assigns Nora’s lead record to themself.

Taylor emails Nora to set up a qualification call.

Nora, who has been waiting to hear back from your team, agrees to meet with Taylor. After some email back-and-forth, they find a time that works.

What are the limitations of Salesforce’s built-in lead assignment rules?

Salesforce’s built-in lead assignment rules are a great place to start, but there are a few critical limitations, especially for enterprise sales teams:

Single level of evaluation: Salesforce assignment rules operate based on a single level of evaluation, meaning that once a rule matches the criteria and assigns a lead, the evaluation process stops. Your team might miss out on important info, like a complex use case or unique industry, when matching the lead with a rep.

No built-in round robin distribution: Round robin lead distribution is the process of assigning leads to reps based on factors like team member availability or equal distribution for a balanced workload. Salesforce lead assignment rules don't include an easy way to set up round robin distribution — you need an additional tool like Pardot, one of the round robin apps on AppExchange , complex Apex code , or a third-party lead routing platform .

No lead escalation settings: Lead escalation is the process of flagging a lead to higher levels of management or specialized teams for further assistance or action. This process comes into play when a lead requires additional attention or intervention beyond the assigned salesperson or team's capabilities. Unfortunately, Salesforce doesn’t have built-in settings for lead escalation rules. If your customer success team uses Service Cloud, you can set up escalation rules for customer support case escalations, but this feature isn’t included in Sales Cloud.

High maintenance for large organizations: Managing and maintaining a comprehensive set of assignment rules can become challenging and time-consuming in large organizations with complex sales structures and multiple teams or regions. Sure, you can include up to 3,000 rule entries in a single lead assignment rule, but that’s a lot to set up and keep up to date — especially if you’re trying to save your team time, not add to their workload.

Built-in Salesforce lead assignment rules and automations are a solid starting point, but what about automating lead qualification and booking? If you use Salesforce on its own, your reps might still spend a ton of time on lead reassignment to balance their workload, manual lead qualification, and email back-and-forths to schedule sales calls.

That’s where Calendly comes in.

How to automate lead assignment, qualification, and booking with Calendly

Your scheduling automation platform can be an excellent lead generation, qualification, and routing tool — especially when it integrates with Salesforce. Calendly’s Salesforce integration helps your team be more efficient and organized while creating a better experience for prospective customers.

When a lead books a meeting via a sales rep or team’s Calendly booking page, Salesforce automatically creates a new lead, contact, or opportunity. If the lead already exists in your Salesforce instance, the event is added to the lead’s existing record, so you don’t end up with duplicate lead records or time-consuming manual reassignment.

What if you don’t want to let just anyone book a meeting with your team? When you add Calendly Routing to your marketing forms, you can show scheduling pages only to leads who meet your qualifications, like prospects from specific industries or companies of a certain size. That way, your busy team can spend time on the most valuable deals.

Calendly Routing works with HubSpot , Marketo , Pardot , and Calendly forms and is built for your Salesforce CRM. You can use any form field (email, domain, company name) in any Salesforce standard object to match visitors with their account owner. Account lookups let you send known leads or customers from your website form directly to their account owner’s booking page, without needing to manually reassign leads to the right rep.

Remember the lead assignment example we walked through earlier featuring Nora from Acme Inc.? Here's what that process looks like when you add Calendly:

Nora fills out your “contact sales” form, which is already built in HubSpot, connected to Calendly Routing , and enriched with Clearbit .

She enters her email address in the form, and Clearbit fills in the company name, size, and industry. This shortens the form, so Nora only has to input her name and job title.

Calendly checks to see if Acme Inc. has an account in your Salesforce instance. They don’t, so the next step is lead qualification .

Based on Nora’s information — company size, industry, job title — she’s a highly qualified lead, so she’s automatically routed to the booking page for your enterprise sales team.

Nora is happy about that, and immediately books a meeting time that works for her, with the exact team she needs to talk to.

On the backend, Calendly’s Round Robin meeting distribution is set to optimize for availability, so it assigns the meeting to the first available sales rep — in this case, Taylor. This automation helps your team respond to meeting requests faster, hold initial sales calls sooner, and balance the workload across reps.

Calendly creates a lead record in Salesforce with the info Nora entered into your website form (including the data from Clearbit) and an activity log of any meetings she books with your team via Calendly. Salesforce automatically makes Taylor the lead owner.

If you were relying on Salesforce’s built-in lead assignment rules, Nora’s lead record would have gone to an enterprise sales queue, and she would have had to wait for a rep to pick up the lead and reach out to her to book a meeting.

“ A good tool is one that’s so simple, sales reps can basically forget about it and let the meetings roll in. That’s essentially what happened when we implemented Calendly. ”

Sales Enablement Manager at SignPost

What happens if a lead doesn’t qualify for a meeting? Instead of sending them to a booking page, you can display a custom message with next steps, ask them for more information, or redirect them to a specific URL, like a piece of gated content or a webinar signup page.

Automating lead assignment with Calendly Routing has been a game changer for RCReports , a compensation analysis solution for accountants and business valuators. Before connecting Calendly Routing with their Salesforce instance, RCReports’ AEs spent at least five hours a month reassigning leads booked on the wrong calendar. This created a disjointed customer experience and frustration for the sales and marketing teams.

“ Now that we’ve implemented Calendly’s routing feature with Salesforce integration, demos are always booked with the correct AE, reducing friction for both our team and the customer. ”

Abbie Deaver

Director of Marketing at RCReports

Users on Calendly’s Teams plan and above can connect Calendly to Salesforce. The full suite of Salesforce routing features , including routing by Salesforce ownership, is available on Calendly’s Enterprise plan.

To learn more about Calendly Routing, get in touch with our sales team .

Spend less time on manual lead assignment and more time closing deals

When you automate Salesforce lead assignment and routing, high-value leads stop slipping through the cracks, the workload is balanced across the team, leads are matched with the sales reps best equipped to help them, and team members have more time to focus on connecting with prospects and closing deals. 

The results? A more productive team, faster sales cycle, higher conversion rates, and better customer experience.

Webinar: How Calendly Uses Calendly to Close More Deals

Rachel Burns

Rachel is a Content Marketing Manager at Calendly. When she’s not writing, you can find her rescuing dogs, baking something, or extolling the virtue of the Oxford comma.

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Home » Video » Harness Custom Settings and Flow for Dynamic Round Robins | Automate This!

• Harness Custom Settings and Flow for Dynamic Round Robins | Automate This!

Welcome to another “Automate This!” In this live-streamed video series, we cover all things automation, from use cases and best practices to showcasing solutions built by Awesome Admin Trailblazers like you. With automation, you can remove manual tasks, drive efficiency, and eliminate friction and redundancy. In this episode, see how Warren Walters creates custom Auto Number logic using custom settings and flows. By combining these declarative tools, you can create automation like dynamic round robins and custom record numbering based on record types.

Use case: Conditional auto number and dynamic round robin

We want to create a round robin based on specific field values on the lead record. Instead of doing an assignment for every lead, we only want to do an assignment when a specific lead source is set. For example, when the lead source is set to the web, then a web Auto Number field will be incremented. We can run our round robin lead assignments based on this new field. Implementing round robin this way will allow for more flexibility in your assignment process based on record conditions.

Scenario: Lead round robin

Let’s say your company uses round robin lead assignment but wants specific leads to be sent to specific sales reps who are more familiar with the lead sales process. To do this, you can update the round robin lead assignment to be based on criteria in the lead source and assign the leads to the predefined groups.

Example: Lead Source = Web → Round robin reps (Rep 2, Rep 4, Rep 5) All other lead sources with round robin all 5 Reps

Solution: Update custom settings in a flow

What are custom settings.

Custom settings are a setup object that’s used to store custom data. They work similarly to custom objects but are primarily used by admins and developers to hold organization-wide data. You can add fields and data sets (similar to records) that are accessible in automation. Custom settings can be manipulated by a wide range of Salesforce tools and automation, such as formula fields, validation rules, flows, Apex, and SOAP API. Custom setting records are only accessible within Setup, unlike standard and custom objects.

How can custom settings help with conditional Auto Numbers?

We will use a custom setting to hold an org-wide variable of the Auto Number count. Since it’s a custom setting, not a custom Auto Number field, we can control when the counter is incremented. We will then use Flow to increment the counter when specific conditions are met.

Custom settings setup

We need a way to hold the custom Auto Number value controlled by the custom setting for every lead created. Similar to the standard way of creating round robin in Salesforce, we will use custom fields.

Create a custom number field with a descriptive name and description so we know what this field was used for if we review it in the future.

You can make this value unique so that they cannot have duplicates. Note: By making this a unique value, this may cause automation errors, but it will keep your data clean.

Round Robin formula field

Create a Round Robin field that tells the system to assign each new lead to the next user in order. To do this, we need a formula field that rotates the values based on the number of users in our round robin.

Create a formula field number with a descriptive name and description.

Insert this formula:

Example: If you have three users in your round robin, your formula would look like:

When the Lead_Source_Web_Number__c = 6 then round robin field = 1 When the Lead_Source_Web_Number__c = 7 then round robin field = 2 When the Lead_Source_Web_Number__c = 8 then round robin field = 3 When the Lead_Source_Web_Number__c = 9 then round robin field = 1 - back to the start

Set the Blank Field Handling property to ‘Treat blank fields as blank’ so that leads that don’t meet the round robin criteria don’t trigger the assignment rules.

Once our automation is set up, this field will be used in the lead assignment rules.

Custom setting

Create the custom setting that will hold the Auto Number count. This value will be incremented by the round robin flow.

Set up the Custom Setting definition in Setup > Custom Settings.

Create a number field on the custom setting that will hold the Auto Number count. The default value should be 1 so that the incrementation has a starting point. The starting value can be changed later if needed.

To initialize the custom setting data, click Manage , then New . Enter the starting number for the Auto Number.

You can always manually update the Auto Number value here if needed from data loads or custom incrementation.

Use lead assignment rules to assign leads to reps to leads

Create lead assignment rules based on the Auto Number incrementation and the round robin field. In this example, we have the custom and standard round robin in the same lead assignment rules.

Use Flow to increment the custom setting and lead value

To achieve this, we will need two record-triggered flows. A before-save flow is used to update the Lead Source Web Number, and an after-save flow is used to update the custom setting. Both flows are needed because of Salesforce’s order of operations. In order for the lead assignment rules to pick up the Lead Source Web Number, it needs to be updated before the data is committed to the database. The after-save flow is used to update the custom setting once the lead update is complete.

Before-save flow

Create a before-save record-triggered flow that (1) queries the custom setting, (2) checks if the Lead Source is Web, (3) increments the custom setting Auto Number web field by one, and (4) sets the values of the Lead Source Web Number field.

This flow is only triggered when leads are created, and conditions are added, so it only fires when there is a value in the lead source.

Element 1: Before we start to increment or make decisions, let’s grab the custom setting that holds the web Auto Number value with a Get Records element.

Element 2: We’re going to use a Decision element to check if the lead source is Web. Additional lead sources or decision nodes could be added here if we were incrementing based on additional criteria.

Element 3: In the Web decision path, we use an Assignment element to increment the custom setting Auto Number web field by one using the add operator.

Element 4: Then, we use another Assignment element to set the lead's Web Number field to the custom setting Auto Number field, which was previously incremented in the step above. The lead record that triggered the flow is indicated by $Record global variable.

Since this is a before-save flow, we do not need to do an update operation on the lead record. Setting the value during the assignment effectively does the same thing.

After-save flow

Create an after-save record-triggered flow. Our automation will update records in addition to the one that triggered the process. Now, we can create a record-triggered flow that will increment the custom setting and update the lead value.

Repeat elements 1, 2, and 3 from the before-save flow since they are exactly the same. We need this logic to be the same so that the Auto Number updates on the custom setting will be in sync. There is potential for optimization here, where we can use a sub-flow to use the same logic.

Next, we use an Update Records element to save the custom setting record with the changed Auto Number value.

Of course, since we’ve made changes, we need to save and activate the flow.

Let’s test our flow

To test this flow, we can either use flow debug or create leads directly in the sandbox. Using the flow debug feature to test will only show the incrementation and updating of the custom setting, but not the actual lead assignment.

To perform a complete end-to-end test, we will need to test by creating a new lead in the sandbox. When testing in the org, check the ‘Assign using active assignment rule’ box to ensure your assignment rules have run.

Upon save, the Lead Source Web Number field should only be updated when the value in the Lead Source is equal to Web. Then, the Lead Source Web Round Robin field will display the appropriate number for the lead assignment rules.

Let’s recap

We were able to create a custom Auto Number field based on criteria the business decided on, and that allowed for a dynamic round robin lead assignment. This technique of custom Auto Numbers can be applied in many different ways. For example, you can create custom invoice numbers depending on record types.

One question that may arise is, “Why aren’t we using custom metadata types?” As of right now, custom metadata types cannot be updated by a flow. If updating via Flow gets added to custom metadata types in the future, then it would be the preferred setup tool to use in this situation. There’s an idea on the IdeaExchange to update custom metadata types in Flow — please vote on it. You can find all the metadata from this demo in this GitHub repository .

Custom settings considerations

• Custom settings are a type of custom object. Each custom setting counts against the total number of custom objects available for your organization.
• Only custom settings definitions are included in packages, not data. This means the Auto Number value does not carry over during deployments.
• Salesforce Help: Create Custom Settings
• Salesforce Help: Create a Round Robin Lead Assignment Rule
• Salesforce IdeaExchange: Salesforce Flow » Create/Update Custom Metadata Types
• External Site: YouTube: Salesforce Mentor - Walters954

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Warren walters.

Warren is a certified Salesforce professional with many years of diverse experience in the Salesforce ecosystem. He’s passionate about sharing his expertise with the Trailblazer Community, regularly creating high-quality and informative content on his blog and YouTube channel.

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By Andreea Doroftei

Lead distribution describes the logic and automation that delivers Salesforce records to the right owner at the right time. Interchangeable with the terms “lead assignment” and “lead routing”, there are countless ways that logic is applied (described as “strategies”); to add to the complexity, organizations often need a combination of strategies to be applied with accuracy.

As customer expectations evolve, the demands for highly-targeted record matching and near-immediate response drives up the complexity of requirements.

While it’s front of mind for Salesforce Administrators and managerial stakeholders across the organization, there’s almost always room for improvement. The desire to optimize lead distribution is typically a result of using either of the following:

• Manual methods, causing blockages and rogue assignment.
• Out-of-the-box features, such as Salesforce assignment rules or custom flows, that have been piled high with layers of logic, making it increasingly risky to maintain.

Third-party applications listed on the AppExchange (the marketplace for vetted, Salesforce-compatible applications) empowers organizations to go beyond insufficient assignment methods, and therefore, solve even the most complex record distribution scenarios.

The InVisory team strives to provide “Gartner style” advisory for the AppExchange. Using their proprietary algorithm, InVisory determines a vendor shortlist which is further supplemented with commentary from experts in their respective fields.

All insight is summarized in a “Tower” report, which positions each of the shortlisted vendors either as “Front Runners”, “Contenders”, or “Innovators”.

• Front Runners: The most broadly applicable vendors. In other words, these vendors can cater to a range of use cases (beyond solely lead distribution), and can easily be scaled according to your own Salesforce requirements.
• Contenders: Deliver powerful features while maintaining an intuitive admin experience (fast configuration time), leading to a quicker time-to-value.
• Innovators: Up-and-coming vendors who offer great value. They are heating up the competition while delivering cutting-edge features that can be applied to specific use cases.

Methodology

InVisory has built a proprietary algorithm to analyze data pertaining to market perception , customer reviews , reputation , and business size , among many other factors. Values have been weighted to provide a more accurate app assessment. The pool of vendors from which data was pulled = 315. Selection of the top ten focused on transformational technologies or approaches delivering on future needs.

Salesforce Lead Routing: Definitions

Here are descriptions of the assignment strategies that organizations run using Salesforce:

• Round robin: Focused on a group of possible owners, assign each Lead to an owner until each owner has received a record, then repeat. This ensures equal distribution relative to the number of incoming records.
• Weighted assignment: Either number or percentage based, used for load balancing between owners.
• Territory-based: Considers the Lead and/or owner’s location (territory values) for assignment.
• Shark tank: A queue-based Lead routing model, which allows queue members to take ownership of Leads as they see fit. There’s the risk of duplicating work or ‘crossing the wires’ of communication.
• Skill-based: Route Lead records based on needs, according to the owner’s skillset.
• Account match: When implemented, a Lead to Account matching mechanism will route Lead records to the Account record owner, or use Account field values to determine Lead ownership.
• Reassignment: Move Leads to either different owners or queues, for example, based on inactivity or stages being completed.
• Capacity-based: Account agents’ availability and workload when routing Leads.
• Tiebreakers: If multiple criteria are met, this will determine which owner should take priority when routing Leads.
• Cherry pick: Allows users to decide which Leads they action (and which they don’t) without an automatic, logical way to distribute records.

Front Runners

“Front Runners” are the most broadly applicable vendors. In other words, these vendors can cater to a range of use cases (beyond solely lead distribution), and can easily be scaled according to your own Salesforce requirements.

Distribution Engine

Highlights:

• Set record ownership for any standard or custom object.
• Empower managers to control distribution ‘on the fly’.
• Track your team against SLA targets.
• Salesforce-native application.

Distribution Engine is a strong contender on the market with a comprehensive offering that can fulfill routing and assignment requirements for standard or custom Salesforce objects. This means Distribution Engine can be used to automatically assign Leads, Opportunities, Cases, or various custom objects you have created in your instance.

Key Strengths:

• User Experience: If you are familiar with Salesforce, Distribution Engine will be extremely easy to use, configure, and leverage for your day-to-day tasks. The strength here lies in its visualization and the way all key functionalities are grouped and interlinked for a seamless distribution management.
• Granular control over record distribution: Not only can Distribution Engine support assignment and track SLAs for any standard of custom Salesforce object, but the assignment rules can be controlled easily by both admins and users (such as BDR managers) alike. This way, not only will the criteria always be up to date, but users will also be empowered to properly manage the tool independently.

Managers can visualize which records their team members receive with the use of Distribution Teams and Tags , which can be split by whichever criteria makes sense. This enables control over distribution ‘on the fly’.

The below video shows “My Awesome BDR Team” Distribution Team , which was created for Leads, how users can be assigned, activated or deactivated for this team, and more importantly, how Distributors (assignment rules within Distribution Engine) can be customized.

As seen in the example, not only can assignment mechanisms be chosen out of the box, but any field can be used as criteria for the assignment. The distribution can even be done based on Campaign membership. And the best part? It doesn’t even have to be a Salesforce Admin performing these actions; sales operations or a BDR manager can easily complete these tasks as well.

Track the teams you decide to create based on specific actions and predefined SLAs. Keep in mind that these can change over time, and can also be different for each of the teams.

Setup and Administration:

The setup effort is minimal, however, it does depend on how complex your assignment criteria or team structure is. You can take advantage of the free 30-day trial to test it out in a sandbox – developer edition orgs are not currently supported for the trial.

• Route Leads based on any criteria.
• Send in-app notifications or emails.
• Re-assign unworked/neglected records.

Ensure a smooth assignment and reassignment process with Kubaru , to minimize the time your team spends on picking up, actioning, or prioritizing records.

• Notifications: What’s enjoyable about Kubaru is the notifications system, and how easily this can be set up. It might seem simple, but notifications are a big part of ensuring workload is actioned in a timely manner, and having both in-app notifications as well as emails out of the box, is definitely handy.
• Account for unworked records: As I’m sure most of us know, sometimes the records assigned to either a person or a queue do not get actioned fast enough for various reasons. Kubaru provides a simple mechanism for these records to be re-assigned.

Kubaru Routers (assignment rules) offer the ability to customize the routing criteria to the most detailed level. Other notable features include the notifications (powered by Salesforce Flow), which can be sent out by selecting a checkbox in the “Settings” tab, as well as the ability to re-assign Leads (or other records) to a certain user or queue in different contexts.

All these can be seen in the short video below. Please note that notifications can be controlled both globally as well as at each router’s level to avoid duplication or spam.

Once again, the time required to set up the rules is dependent on your requirements. To make maintenance easier, Kubaru Territories ensure records get assigned appropriately regardless of how your data model or organization is structured. This flexibility is thanks to the number of custom objects the managed package contains.

The Kubaru trial lasts for 30 days and includes 100 licenses, giving you plenty of time and scope to explore it.

• Delegate business users’ admin permissions for the tool, allowing them to make routing updates.
• Lead (or Case) custom record distribution within a Salesforce-native application.
• Advanced record owner matching capabilities.

Increase productivity and reduce the time to first response by leveraging Q-Assign groups, while also allowing the possibility of delegating operations users to support with the routing updates needed by the business.

• Assignment groups: Representing the groups of users records will be assigned to, these can be easily maintained by business users – hence, removing the Salesforce Admin’s involvement as an intermediary for this simple task.
• Record matching: One special Q-Assign feature is their advanced record matching capabilities, which includes the ability to tackle scenarios where multiple possible record owner matches are found.

The tool itself has great potential. Not only can you properly distribute your Leads, but you can also respect data relationships, for example, the Lead and Account relationship.

The setup is very fast; once the managed package is installed in a Salesforce environment, it’s a matter of minutes before you can have the first Lead assigned. Below is a short overview of the Q-Assign control panel, as well as what an assignment group can contain, including how the matching rules can be leveraged.

The Q-Assign trial lasts for 30 days and includes 50 licenses, giving you plenty of time and scope to explore it.

“Contenders” deliver powerful features while maintaining an intuitive admin experience (fast configuration time), leading to a quicker time-to-value. The main differences between “Front Runners” and “Contenders” are the number of features on offer, the robustness of their data models, and their suitability for enterprise organizations.

Super Round Robin

• Ability to handle large data volumes and complex routing scenarios.
• Out-of-the-box analytics.
• Free and paid versions available.

With two available versions, Super Round Robin is certainly a great application to try out when combing through your never-ending standard Lead assignment rules.

• No volume too large: This tool is suitable, not only for complex scenarios when it comes to Lead assignment, but also really high volumes through their Distribution Algorithms. This combination might present a challenge to be covered only by the standard Salesforce Lead assignment rules, perhaps with a lot of individual rules needed.
• Free version: Super Round Robin provides a free version of their product (which even includes weighted assignment) and also out-of-the-box analytics, readily available for you to check how the assignment process is performing.

The setup of either the free or paid version of this tool is easy, and as expected, will take longer depending on the particulars of your organization’s needs. Also, the trial of the paid version is available for 30 days, allowing you quite a bit of time to get the most out of it.

Lane Four Highroad

• Supports territory-based models.
• Highly accurate Lead-to-Account matching.
• Automatic Lead conversion.

As a native Salesforce solution, Lane Four Highroad allows you to overlay complex Lead assignment rules over territory-based models. This means that it can support high volumes as well as multiple teams.

• Reduce manual effort: Lane Four Highroad also supports the integration of automatic criteria-based Lead conversion as part of the assignment process. Not only can the conditions be defined, but similar to Salesforce reports, custom logic can also be set to ensure accuracy.
• Contact Roles: While the tool does handle the Account matching as well as the conversion, another useful aspect is the possibility of choosing to create Opportunities and Contact roles.

On top of the points mentioned above, it’s important to note that you can make use of SOQL to identify the correct records if more granular criteria is needed.

While the extra configuration may sound like it requires significant effort, it’s likely that you will find it intuitive, and find your way around the setup easily in just a few minutes. You can take a look at their documentation before getting hands on.

PowerRouter

• Duplicate management for prioritization.
• Lead and Contact criteria-based segmentation.
• Salesforce-native solution.

PowerRouter can support everything routing related, from real-time Lead distribution to duplicate record management, as needed. This solution is also available within both Salesforce Lightning Experience and Salesforce Classic.

• Permission Sets: When deciding who will use PowerRouter (and how), there is actually no need to create permission sets yourself – out of the box, the managed package already includes the admin, manager, and user permission sets, ready to be assigned directly from the PowerRouter page.
• Merge records: Supported for Leads and Contacts, and based on duplicate rules outcome, the merge can be done automatically with a few options to select the behavior of surviving field data.
• SLAs: If the assigned records are outside the predefined SLA, PowerRouter also provides the possibility of having them reassigned to be worked on by another user.

In addition to the above features, PowerRouter reports and dashboards (also included in the managed package) can be used to easily track numbers and performance.

Although there are around 30 custom objects in the managed package, getting started is fairly easy (again, depending on how many rules you require).

There is also enough time to explore the tool during the 14-day trial in either a sandbox or developer org.

Decisions on Demand

• Out-of-the-box routing templates.
• Highly customizable distribution policies.

Decisions on Demand is a very easy tool to use, especially as there is comprehensive guidance during the whole setup.

• Business Policy: This is the place where the assignment criteria is stored, and it acts like assignment rules which are actually available for all Salesforce objects, not just a few.
• Readily available templates: The most common business policies, such as round robin and other combinations, can be directly implemented by using the template library provided by Decisions on Demand.

As mentioned above, Decisions on Demand aims to give you a streamlined experience, offering plentiful documentation and a step-by-step guide to use while trying out their functionality.

Vendors in this section will certainly pique your interest with nice-to-have features for any Lead distribution and routing use case.

Traction Complete Leads

• Salesforce-native application with intuitive drag-and-drop interface.
• Data.com and D&B Optimizer integrations.

This enterprise-ready platform allows your organization to effortlessly control every single step of your Lead assignment rules. With their very intuitive drag-and-drop interface, Traction Complete Leads is sure to provide a fast return on your investment.

• Record matching: Leads can be matched to either standard or (any) custom Salesforce objects from your organization.
• Choose to convert: Traction Complete offers the possibility for Leads to be automatically converted if there is any Account match found, removing the need for custom development.

Not only does the app support a D&B Optimizer integration, but it also allows for different matching scenarios (image below). As mentioned above, you can decide whether Leads should be converted instantly.

It definitely lives up to the expectation of being both easy to install and easy to use, especially for the most common use cases.

• Detailed geographical assignment settings.
• Salesforce-native application (Lightning Web Components can be displayed on record pages).

As you may have guessed from the name, RealZips ensures geographic data points can be properly leveraged for Lead Routing, Territory Management, and more.

• Location based assignment: Rapidly assign Lead and Account records to users to support specific territory allocation.
• Lightning Web Components: The LWCs will help you take a deep dive into location data once added to the record pages, for either directing prospects to the closest store or scheduling an in-person demo for a tangible product – to just name a couple examples.

The setup time is fairly short considering the amount of data involved. You can also use the RealZips documentation to make sure you’re getting the most out of the 30-day trial.

Round Robin Distributor

• Readily available Lead or Case assignment options.

A straightforward native-to-Salesforce application, Round Robin Distributor excels at exactly that – making sure Round Robin Lead (or Case) assignment is on point.

• Easy to use: Native to Salesforce and very easy to install and maintain across the org’s round robin use cases.
• Round robin wizard: As the name suggests, this is a tool which will instantly adapt to the existing Queues used for round robin.

Round Robin Distributor has similarities to any other Salesforce setup option, so anyone already accustomed with managing Salesforce will adapt to it in seconds. You can also benefit from a trial to take the tool for a test drive, but billing information is required upon the managed package installation (you won’t, however, be charged until the trial period is over).

All in all, as the market evolves, so does the complexity of the requirements that need to be implemented.

InVisory’s Tower Report is here to ensure you and your stakeholders are well aware of the best solutions available to support Lead Assignment and Routing in Salesforce. You can then decide between the in-house development option and the third-party application according to your organization’s needs.

To find out more about InVisory, get in touch with the team via their website .

Andreea Doroftei

Andreea is a Salesforce Technical Instructor at Salesforce Ben. She is an 18x certified Salesforce Professional with a passion for User Experience and Automation. 

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We are excited to announce Lead Assign has changed its name to Bluebird .

Product Overview

Our patented technology has been developed across hundreds of different use cases to work as a platform that optimizes your entire sales funnel. 

Lead Assign is available as an all-in-one solution that integrates with your existing technologies or as amodular API based technology solution using your own user interface.

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• October 30, 2023

Creating User Groups for Lead Routing in Salesforce

Are you looking to optimize your lead routing process with Salesforce? While creating user groups can help streamline your lead assignment and ensure that leads are distributed efficiently to your sales team, setting up this process isn’t as easy as it sounds!

In this guide, we’ll walk you through the process of creating user groups for basic lead assignment, such as round-robin, and provide you with valuable insights and tips along the way.

Disclaimer: The opinions expressed in this guide are based on our personal analysis as of the publication date. We recommend conducting your own research and evaluations before passing judgment on the companies discussed.

Understanding the importance of lead routing

Before we explore the specifics of creating user groups for lead routing, let’s briefly discuss why lead routing is crucial for your sales process.

Lead routing, also known as lead assignment, is the process of distributing incoming leads among your sales reps. It ensures that each lead is assigned to the most suitable salesperson, increasing the chances of conversion and providing a personalized customer experience.

Effective lead routing offers several benefits:

• Improved conversion rates: Leads that are assigned to reps with expertise in specific areas can increase the likelihood of successful conversions.
• Elevated customer experience: Personalized interactions lead to higher customer satisfaction and engagement.
• Optimized resource allocation: Assigning leads based on territory or specialization ensures efficient resource utilization.
• Enhanced sales team performance: When reps receive leads that match their skills, it can result in increased motivation and improved performance.
• Comprehensive lead tracking: Proper lead routing simplifies lead management, making it easier to track opportunities and progress a prospect’s position in the sales pipeline.
• Improved accuracy: Automation in lead routing saves time and reduces the risk of human error.

Custom assignment rules: How to create user groups in Salesforce

While at Lead Assign, we’re big fans of optimizing lead management strategies to suit your business needs, many sales teams prefer to jump straight in with methods they’re most familiar with.

For example, round-robin lead assignment.

Round-robin assignment is a popular method for distributing leads evenly among your sales team members. Each new lead is assigned to a different user in a cyclical manner, rotating conversations in the order they are received. 

In short, each new lead is assigned to a different user within your organization until everyone has been assigned the same amount. After this, the cycle repeats.

Unfortunately for Salesforce users, the platform doesn’t currently offer a quick and easy solution for even basic lead routing such as round-robin. Instead, users will need to get creative with custom fields or third-party integrations.

Setting up basic user groups

Before jumping into custom development features and integrations, users are advised to familiarize themselves with how to set up more general user groups within the platform.

To do this, use the following steps:

Step 1: Log in to Salesforce

• Access your organization’s Salesforce account with the necessary permissions.

Step 2: Navigate to setup

• Click on “Setup” in the upper right corner of your Salesforce dashboard.

Step 3: Create user groups

• Under “Manage Users,” select “Groups.” Then click on “New Group” to create a new user group.

Step 4: Name the group

• Give your group a descriptive name. Tip: Choose a name that will assist your team members in easily recognizing and efficiently managing lead routing tasks.

Step 5: Add users

• Add users to the group who will participate in your lead assignment. You can do this by selecting users from your Salesforce organization.

Defining round-robin logic

To create a round-robin lead assignment rule in Salesforce, it’s essentially up to the user to manually inform the software of the logic behind each lead distribution.  

For example, to inform Salesforce of round-robin logic, the user will need to:

• Create a custom lead number with an autonumber format to give each new lead a unique ID.
• Establish an advanced formula (labeled “Round Robin”) that will instruct the system to assign each new lead to the next user in order. 
• Remember to update the formula with the correct number of users you want in your round-robin rotation and ensure permissions are given to the right people.
• Create a lead assignment rule and name it, to ensure all leads can be evenly distributed.
• Set a rule criteria based on the “Round Robin” field and select the users this rule is assigned to. For each user that’s added, remember to adjust the sort orders accordingly.
• Update the round-robin lead assignment checkbox to allow for manually-created leads (this can be found in ‘Lead Layout’ settings).

Why building your own lead routing solution in Salesforce isn’t ideal

While Salesforce is known for offering a variety of successful customization options, attempting to build and set up custom lead routing can be quite the challenge.

Here’s why you should reconsider using Salesforce for custom lead routing assignments:

• Complexity: Even for seemingly basic assignments, building custom logic within Salesforce can become overly complex, requiring extensive coding and maintenance.
• Changing rules: As your organization grows and changes, your routing rules may need frequent updates. Especially for scenarios involving multiple conditions and criteria, custom formulas may struggle to adapt to evolving business needs.
• Consistent maintenance: Custom routing setups in Salesforce often require ongoing maintenance, consuming valuable time and resources.

Costly development: Building and maintaining custom solutions can be expensive, especially if you need to hire specialists in Salesforce development.

How Lead Assign can help with effective lead management

Instead of building a custom lead routing solution in Salesforce, consider partnering with Lead Assign.

Lead Assign is a dedicated, AI-driven lead management system that effectively manages lead assignment for businesses of all sizes. With a focus on increasing conversion rates and simplifying your overall sales process, Lead Assign is the top choice for boosting efficiency and accuracy in the lead management industry.

Supporting a variety of lead assignment strategies (not just basic methods such as round-robin!), Lead Assign helps you optimize lead routing and manage customer relationships in the way you want. 

Here’s why Lead Assign is the best solution for your ‘all-in-one’ lead management needs:

• Automation: Lead Assign offers powerful automation capabilities, ensuring that leads are instantly routed to the most suitable sales reps based on predefined criteria — eliminating the need for manual lead assignment.
• Real-time lead distribution: Leads are assigned in real-time, reducing response times and improving the chances of successful conversions. As a result, you’ll never miss out on valuable opportunities!
• Strategic support: Instead of just relying on a round-robin approach, the Lead Assign team can help you optimize your lead generation and management strategy — giving you the best possible chance of distributing leads more effectively and increasing conversions.
• Scalability: As your organization grows, Lead Assign scales effortlessly to accommodate changing business needs without the complexities of custom development.
• Customizable rules: Define lead assignment rules tailored to your organization’s specific requirements, including territory, industry, product specialization, and more.
• Reduced maintenance: Lead Assign requires minimal ongoing maintenance, saving you time and resources in the long run.
• Performance-based routing: Our system can be set to reward active software utilization by granting agents access to additional leads and promoting engagement.
• Custom branding: Lead Assign can be branded with your company’s name or integrated into your UI, offering a discreet “ghost” solution.

Embrace the future of streamlined lead management

Make complex lead assignment a thing of the past

While creating user groups for lead routing in Salesforce can be a valuable strategy for those well-versed in custom development, enhancing your sales team’s productivity and customer experience doesn’t have to be so complicated. 

Lead Assign simplifies the entire lead management process, going beyond basic methods such as round-robin assignment. With an intuitive and user-friendly platform, marketing and sales teams can easily experiment with fresh lead-routing strategies — optimized to their specific goals and requirements. 

This flexibility allows businesses to keep improving their approach and ensure leads reach the right team members more efficiently than ever!

Ready to optimize your lead routing? Book Discovery Session or Test Drive Lead Assign to find out why Lead Assign is the best lead management system on the market.

Interested in finding out more?

Book a call with us to discuss how we can help.

Other Product Updates

Boost collaboration with the new team feature, how to set up lead routing with hubspot, introducing the redesigned lead row view, chatgpt-powered agent assistant, introducing the new "teams" feature for lead assign, exploring lead assign's "custom roles and permission" functionality, upgrading to version 2.3, new email notification design, lead geolocation map dashboard with advanced filtering, new ui for agents designed to drastically improve productivity, lead assign supports sales tracking, continuing to give you the advantage – introducing shark tank functionality, lead email redesign, operating hours, integrate lead assign with hubspot to increase reporting accuracy, welcome to v2, combine & assign leads, then update salesforce dynamically, zapier api integration, redesigned dashboard displays detailed data on agent performance, redesigned lead acceptance interface, facebook lead ads support, using geolocation to route leads, sell leads and collect payment on the spot, lead assign's coalescing prevents leads going to different agents, round robin improvements, receive feedback from your agents automatically, custom text & translations, improved html lead handling, improved zip code and zip range detection, setting up tags, lead export via csv, added ability for agents to comment on lead interaction, how to use lead assign with contact form 7 on your wordpress site, spam filtering, tagless lead qualifications, direct distribution model for corporate accounts with satellite offices, redesigned application layout, added option to use all agents names as tags, added pecking order capabilities, case studies.

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Lead assignment round robin based on lead source

i want to implement round robin for lead assignment but it should only work based on a lead source value . only should run when lead source is equal to facebook .

can any one suggest me what would be the best approach to do this ?

• assignment-rules

You can implement standard round robin assignment, as prescribed by Salesforce here: https://help.salesforce.com/apex/HTViewSolution?id=000004000

But make sure that in the formula field called "Round_Robin_ID" you include a filter for the Lead source.

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Apptivo CRM Review (2024): Features, Pricing, and Pros & Cons

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Apptivo offers a CRM solution with an all-in-one comprehensive suite of tools for lead and contact management, opportunity tracking, and quote and invoice management. Apptivo’s powerful and easy-to-use sales solution is a collaborative and operational CRM . Offering customization through Codeless Solution and robust integrations and APIs, Apptivo is a straightforward solution great for businesses wanting a tool to manage their end-to-end sales process.

Featured Partners

1 creatio crm.

Apptivo CRM’s pricing

Apptivo’s CRM pricing structure includes four plans that don’t require a contract. The first three plans are priced per user, while the top tier requires you to reach out to Apptivo’s sales team for a quote.

• Lite : $15 per user per month, when billed annually. $20 per user per month, when billed monthly. This plan includes 18 apps, 100 custom fields, 25 workflows, 24/7 support, and more.
• Premium : $25 per user per month, when billed annually. $30 per user per month, when billed monthly. This tier offers 46 apps, 250 custom fields, and 25 custom dashboards.
• Ultimate : $40 per user per month, when billed annually. $50 per user per month, when billed monthly. This plan offers custom branding, data set access, email sequencing, custom applications, notification builders, and more.
• Enterprise : Contact Apptivo directly for a quote. This is a cloud platform with 65 apps, a dedicated account manager, white labeling, Google Maps integration, and more.

Apptivo CRM’s key features

Round robin lead assignment.

Lead qualification and assignment is a valuable tool built into CRM solutions. It helps incoming leads and customers be segmented and assigned to the right sales rep based on geographic region, firmographics, or other qualifiers. Apptivo offers a round robin assignment tool for lead distribution. Users can set rules to allocate leads based on source, region, or department. This way, managers can ensure balanced lead allocation for efficient follow up and increased conversions.

Schedule reports

In addition to automating workflows and miscellaneous sales tasks, Apptivo users can also automate schedule reports. Reports can be automatically generated weekly, biweekly, monthly, quarterly, or annually to show users defined or filtered metrics for business insight. Having regular reports helps the sales team stay updated on opportunities, deal progress, performance metrics, and more.

Quote management

Apptivo offers a robust quotation software that can optimize a digital workflow. Users can create custom quotes from easy-to-use templates, build out item catalogs, collect e-signatures, and set up reminder automations. You can even utilize tax rate estimates and rule-based calculations. These advanced features make it easy for reps to refer to correct price listings and generate quotes quickly to maximize on a lead’s interest.

Territory management

Utilizing territory management within a CRM helps sales teams strategize efforts on specific geographic or demographic territories. This way, sales reps can target and nurture leads with better intent for higher conversion rates. After creating new sales territories, leads and customers can be automatically assigned based on assignment rules. An additional feature of this tool is the consistent collaboration for all users to access these leads remotely with real time updates.

Apptivo CRM pros

• 30 day free trial.
• Cloud-based platform.
• Users report the platform is easy to learn.

Apptivo CRM cons

• Users report slow data imports.
• Limited mobile app.
• Users report an outdated platform interface.

Alternatives to Apptivo CRM

Bitrix24 is a business solution that also offers free CRM software . It’s a free version of their tool for unlimited users but only supports up to 5 GB of storage space and limited communication features. Bitrix24 has similar mobile features and integration capabilities to Apptivo but offers an AI assistant that Apptivo doesn’t.

For more information, check out our Bitrix24 review.

Creatio is another affordable CRM for small businesses . Similar to Apptivo, Creatio is a no-code platform that enables users to easily customize reports, dashboards, and workflows to make their unique business models. Additionally, Creatio has sales forecasting tools and reporting capabilities that help users manage performance.

Oracle NetSuite

Oracle Netsuite offers a CRM solution within an ERP. Similar to Apptivo, NetSuite is a cloud-based CRM with a mix of sales and support tools that help businesses automate processes and access data on the go. Oracle NetSuite CRM doesn’t have transparent pricing like Apptivo does; Oracle offers its platform through an annual license fee instead of price per user.

Review methodology

To review Apptivo CRM, I used our in-house TechRepublic rubric that has defined criteria around the most important considerations when evaluating general CRM. I compared Apptivo’s CRM features , pricing, and more against industry standards. All of this helped me identify standout features and ideal use cases of the software.

Here’s the exact criteria I used to score Apptivo:

• Cost : Weighted 25% of the total score.
• Core features : Weighted 25% of the total score.
• Customizations : Weighted 15% of the total score.
• Integrations : Weighted 15% of the total score.
• Ease of use : Weighted 10% of the total score.
• Customer support : Weighted 10% of the total score.

For a further breakdown of these criteria, head over to our methodology page .

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