The challenge

A B2B sales team received leads from forms, events, referrals, and partner campaigns. Reps manually enriched each record, checked fit, selected an owner, and copied updates into the CRM. High-intent leads sometimes waited hours while incomplete records circulated between teams.

Our strategy

We built an observable lead-routing workflow that validates each submission, enriches company data, applies the team’s qualification rules, and creates a complete CRM record before assignment.

The workflow included:

• normalizing lead data from every inbound source
• enriching company and role information from approved providers
• scoring fit and intent with explicit business rules
• routing qualified leads by territory, segment, and account ownership
• notifying the assigned rep with the evidence behind the score
• logging every decision and CRM update for review

The results

• 60% faster lead response
• 35% more qualified leads received a timely follow-up
• Complete routing audit trail from source submission to CRM owner

Sales representatives started with cleaner records and clear next steps, while operations could inspect routing decisions and adjust qualification rules without rebuilding the workflow.