Using Advanced Lead Routing to Manage a Distributed Sales Force

Hello and welcome! I'm Estee from Struto.

In this lesson, we'll dive into the fundamentals and advantages of using advanced lead routing techniques. If you're new to the concept, don't worry – we'll break it down step-by-step.

By the end of this video, you'll understand how these techniques can optimise your sales processes and improve your business outcomes. So, let's get started!

First, let's talk about what lead routing is. Lead routing, sometimes called lead distribution, is the process of assigning incoming sales leads to the appropriate sales representatives or teams.

The goal is to ensure that each lead is handled promptly, and by the person best equipped to convert that lead into a customer.

In traditional lead routing, leads are often assigned based on simple rules like geographic location, lead source, or a round-robin system.

While these traditional methods can be effective, it doesn't always ensure that leads are best matched with the most suitable possible salesperson for the job. This is where advanced lead routing comes into play.

Advanced lead routing uses more sophisticated algorithms and criteria to assign leads.

It can consider factors like the lead's profile and needs, the sales representative's expertise and performance, historical data, predictive analytics and even current workload and availability.

By leveraging these factors, advanced lead routing aims to increase the likelihood of a successful conversion.

Now, let's explore the advantages of using advanced lead routing techniques.

Advanced lead routing ensures that leads are assigned quickly and to the right person. Faster response times can significantly increase the chances of converting a lead, as prospects are more likely to engage when they receive a prompt response.

By matching leads with the most suitable sales reps, advanced lead routing increases the likelihood of conversions. Salespeople who are experts in a particular area, or who have a track record of success with similar leads are more likely to close deals.

Advanced systems can track and manage leads more effectively. They provide insights into the lead’s journey, helping sales teams understand where leads are in the pipeline and what actions are needed to move them forward.

By automating the lead distribution process and ensuring that leads go to the right person, sales teams can focus more on selling and less on administrative tasks. This boosts overall productivity and efficiency.

Advanced lead routing systems use data and analytics to make informed decisions. This means your lead distribution is based on real-time data and historical performance, leading to smarter and more effective sales strategies.

So, how does advanced lead routing actually work? It typically involves several key steps.

The first step is lead scoring. Leads are evaluated and scored based on predefined criteria such as demographics, behaviour, and engagement level.

Next is Criteria Matching. The system matches leads to sales reps using algorithms that consider various factors, including the rep’s expertise, past performance, and current workload.

The next step is Real-Time Assignment. Leads are assigned in real-time to ensure quick follow-up, increasing the chances of engagement and the likelihood of conversion.

And lastly, Continuous Optimisation. Advanced lead routing systems continuously learn and adapt based on outcomes, to consistently improve the accuracy and effectiveness of lead assignments.

Implementing advanced lead routing in your organisation involves a few important steps:

Start by Defining the Criteria for your advanced lead routing.

Identify the key factors that should influence lead assignment.

Consider the source of the lead, what product or service they are interested in, where they are located, their lead score, and your sales reps' expertise and capacity at any given time.

Don't be afraid to have multiple layers. If you want to assign all leads from a specific location to a given team, don't stop there and simply do a round-robin within that team.

You can also break it down by product interest and other factors that influence who would be the best sales rep to convert your lead to a paying customer.

Plan how your lead routing will work and map it out using a flowchart tool such as Lucidchart.

Next, implement your advanced lead routing in HubSpot using workflows. Then, test, test, and test again before switching it on.

Thereafter, ensure that your sales team understands how the system works and how to leverage it effectively. Provide training and resources to help them get the most out of the tool.

Once your lead routing is active, regularly review the performance of your lead routing system. Use analytics to identify areas for improvement and make adjustments as needed.

In summary, advanced lead routing techniques offer significant advantages over traditional methods.

By leveraging data and automation, you can improve lead response times, increase conversion rates, enhance sales productivity, and make more informed decisions.

Implementing these techniques may require some initial effort, but the benefits to your sales process and overall business performance can be substantial.