Definition
Rules-based automatic assignment of leads or tickets within a CRM to the right rep or queue, based on criteria like territory, product line, or lead score.
Business Importance
Good CRM routing rules are what prevent leads from sitting unassigned or going to the wrong rep — a delay of even a few minutes measurably lowers conversion rates on inbound leads.
Industry Examples
A CRM automatically assigning a new enterprise-tier lead to a senior SDR while routing a small-business lead to the general queue.