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Lead routing for sales

How Northwind Logistics cut first response time by 84 percent with an automated routing workflow.

The problem

Great leads were going cold

Northwind Logistics generates 2,000 inbound leads a month. Their process could not keep up.

Slow first response

Leads waited an average of 4 hours for a first touch.

Uneven distribution

Reps picked leads by hand, so top accounts were missed.

Stale records

Manual CRM updates left half the pipeline out of date.

The workflow

How every lead is routed now

One flow, five stages, no manual handoffs.

New inbound lead

Trigger · Web form

Enrich and score

Firmographics, intent

Enterprise queue

1,000+ employees

Regional rep

By territory

Nurture track

Low score

Owner alerted

Slack and CRM task
Step by step

What happens to a lead

Each stage is editable. Swap a rule, add an approval or insert an AI step without rebuilding the flow.

About workflow automation
01

Capture the lead

Every form, chat and event signup lands in one stream with its source attached.

02

Enrich the record

Company size, industry and tech stack are filled in automatically from trusted sources.

03

Score the intent

An AI step weighs fit and behaviour to produce a score with a short explanation.

04

Route to the right owner

Rules assign by territory, segment and rep capacity, with round-robin for ties.

05

Alert and follow up

The owner gets a Slack message and a CRM task. If untouched in 15 minutes, it escalates.

Outcomes

Results after 90 days

Measured across all regions against the quarter before launch.

-84%

Time to first response
From 4 hours to 38 minutes

+31%

Lead-to-meeting rate
More conversations booked

0

Leads left unassigned
Down from 120 a month

11 hrs

Ops time saved weekly
No more manual triage

Portrait of Elena Petrova, Head of Sales Operations at Northwind Logistics
“Reps stopped fighting over leads and started calling them. Our first response time fell from hours to minutes, and nobody had to touch a spreadsheet.”
Elena PetrovaHead of Sales Operations, Northwind Logistics
Templates and integrations

What this workflow uses

Everything is available on every plan from Growth upward.

Lead routing template

Ready-made flow with scoring and territory rules.

Slack

Instant alerts and quick-assign buttons.

Stripe

Match leads to existing customers.

CRM sync

Two-way updates for contacts and deals.
Implementation

Live in four weeks, start to finish

  1. Week 1

    Connect and map

    Link your CRM and forms, then agree routing rules.

  2. Week 2

    Build and test

    Configure scoring and dry-run on last quarter of leads.

  3. Week 3

    Pilot

    Go live for one region and tune with real feedback.

  4. Week 4

    Roll out

    Extend to every team and switch on reporting.

Related use cases

More workflows to explore

All use cases

Route your first lead in minutes

Use the lead routing template and see the difference this week.

Start free trial Book a demo