If you had to sum up the goal of marketing and sales in one sentence, you might say it’s to find sales prospects and turn them into paying customers.
But getting users to that point can be a long process, involving moving them through the sales funnel.
Before you can even worry about sales, you first have to turn prospects into leads—that is, people with an interest in what your company offers. But once you’ve turned someone into a lead, what do you do next?
At some point, you have to transfer leads from your marketing team over to the care of your sales team, who will turn them into customers. That’s where lead routing comes in. But what is lead routing, and what does it look like?
In this blog post, we’ll cover what lead routing is, as well as how to route leads to sales teams. Keep reading to find out more.
What is lead routing?
Lead routing is the process of assigning leads across your sales team.
Your marketing team most likely handles lead generation, or the process of attracting leads in the first place. But once you have those leads, it’s time to turn them into customers—and that’s where the sales team comes in.
If you’re like most companies, your sales team is made up of multiple representatives who handle specific leads and clients. You can take the approach of simply assigning leads to your sales reps randomly. However, it’s often better to have an efficient system in place for how you assign leads.
That process is lead routing, and it’s what we’re going to walk through in this post.
How to route leads to sales teams
If you’re trying to assign leads across your sales team, you may be unsure how to do it. What should affect your decisions about which reps should get which leads?
That’s just the question we’re here to answer. Below are some steps to take when routing leads to your sales team.
1. Respond quickly to leads
One of the first things to get right when managing leads is to respond quickly. If a lead expresses interest in talking with you or becoming a client, you don’t want to leave them hanging.
Why is this worth mentioning? Because if you spend a long time trying to decide where to assign a lead, it can be easy to wait too long, causing the lead to lose interest or go with a competitor instead.
If you want to retain your leads, it’s vital to respond to them quickly—which means you also need to route them to the sales team quickly. For that reason, don’t make yourself go through a whole decision process every time you have to route a lead. Instead, have a system in place that lets you distribute leads as soon as they come in. (FYI, Nutshell can do this for you automatically.)
2. Consider your leads’ place in the funnel
Not all leads are alike. Some are still very on the fence about working with you, while others are practically ready to buy right then and there. Depending on where leads fall in the sales funnel, you may want to assign them to a different sales team or representative.
This is important because treating a middle-of-funnel lead like a bottom-of-funnel lead—or vice versa—probably won’t go over too well. You’ll either end up pushing them toward a purchase before they’re ready, or wasting time repeating things they’ve already heard.
To ensure your leads receive the right sales treatment, assess their spot in the funnel, and then assign them to a sales rep.