How it works
Routing starts when a lead arrives and is qualified enough to act on. A rule or a person then decides who should take it. The usual criteria are:
- Region, the most common rule when leads go to distributors or dealers.
- Product or product line.
- Customer type or size, for example key accounts to your own team and smaller customers to partners.
- Availability or workload, such as round robin within a team.
Routing is only complete when the receiver knows about the lead and has a deadline to act on it.
Routing to distributors
When leads go to partners outside your company, routing has extra questions. Does one lead go to one distributor or to several? What does the distributor see, and what stays with you? How do you know the lead was received? And what happens if nobody responds?
Common mistakes
- Routing leads before they are qualified, so partners receive incomplete requests.
- Rules that only one person understands.
- No feedback loop: leads are sent, but the result never comes back.
- No reminder or reassignment when a lead waits too long.
- Regions in the routing rules that no longer match who actually covers them.
How Kumulator relates
In Kumulator the sales team routes a qualified lead from the deal page to one or more distributors, filtered by region. Distributors are notified on WhatsApp and by email, with delivery status on the deal, and reminders follow when a lead has no activity. See lead distribution to dealers and WhatsApp and email notifications.