Maintaining a successful company depends on a constant stream of fresh leads. However, a lead is useless to your business unless and until it is converted. When the topic of how to boost conversion rates in sales comes up, various approaches are discussed. However, lead routing stands out as one of the most undervalued and unexplored approaches. Your company’s sales could be significantly increased with a better lead router. What does it even look like, though? The question is, where do you even begin? Read on to discover how lead routing software might improve your sales process and which lead routing solutions are worth considering.
What Is a Lead Routing Service?
Lead routing service is a kind of software that helps direct leads to the appropriate sales representatives. The program integrates with your customer relationship management system and all the marketing and advertising forms you employ.
The basics of any sound lead distribution system are as follows:
Upon activation, the software’s lead-capture capabilities will interface with the rest of the sales funnel, allowing for seamless lead routing after they’ve been obtained.
Leads enter the sales funnel in various ways (forms, lists, event registration, trials, etc.) and then are routed to a sales representative depending on the information in your customer relationship management system.
Leads are distributed using a system that uses predefined or user-defined criteria to assign them to the most qualified sales agents. Expertise, proximity, availability, and other variables are often considered when choosing a sales representative. The program uses advanced rules such as round-robin, assignments, and ownership to determine how resources are allocated.
Your sales staff will be given the tools they need to succeed thanks to these components of the lead distribution software. Maintaining a database of leads is a crucial part of making sure your distribution is running well.
Accessing analytics and generating custom reports allows sales representatives and management to thoroughly examine each interaction and assess the process as a whole.
First on the list is Pipedrive – a customer relationship management (CRM) system focused on deals and which serves as an account management tool, offering support for marketing and the complete sales process. Pipedrive is proactive in that it logs and organizes phone conversations and emails and syncs calendars across devices. Pipedrive’s ability to visualize sales from start to end is a feature that might be highly appealing to most small to medium-sized enterprises (SMBs). This may help teams work more effectively and eliminate much of the guesswork that is the primary cause of CRM installation failure.
Pipedrive is a sales-centric CRM with a wide range of useful features and an intuitive interface. It lags behind rivals due to a lack of advanced marketing automation tools and a restrictive email list size of 1,000 contacts.
Pipedrive CRM is one of the most straightforward and most affordable customer relationship management (CRM) platforms out now. Since it’s easy to set up and use, you’ll have more time to focus on making sales instead of fiddling with the program. Pipedrive CRM’s speed and simplicity in implementation are significant benefits for small and medium-sized businesses that are short on both time and resources.
Compared to other software for lead routing, Salesforce, Chili Piper, and Zoho are the best CRM tools if you wish to consolidate all parts of your organization with powerful database capabilities. Pipedrive, on the other hand, is an excellent choice if you value a tool that emphasizes the sales pipeline for teams actively managing sales and simultaneously requires an effective lead-routing solution.
Chili Piper is more than just a scheduling app; it’s also optimized for inbound automation. Its strength lies in its ability to channel leads to the appropriate teams and salespeople.
The star of the show is undoubtedly their Distro tool, which allows you to provide lead information as a criterion for distribution. Groups of salespeople who work on specific markets or transaction sizes might benefit from this.
Here are some of the most essential advantages of Chilli Piper software:
- Distribute leads, contacts, accounts, cases, and opportunities (and any other Salesforce object) instantly to the appropriate salesperson.
- Follow-up alerts by Slack or email
- Balanced round-robin, ownership, or another routing rule you give ensures that leads are distributed fairly and precisely.
- The process of setting it up and using it is a breeze.
- Top-notch assistance for customers
Chili Piper’s Instant Booker product has automatic routing tools that make it easy for SDRs to set up a meeting with the appropriate Account Executive for a handoff.
Chili Piper’s lack of third-party CRM support is a drawback. However, tools like Zapier or Salesforce apps can be used to construct workarounds for other CRMs.
HubSpot CRM is a well-known CRM that provides a powerful free tier in addition to premium tiers with features like automatic lead rotation and customized score criteria for lead distribution and workflow. While the automation and routing tools are only available in the premium plans, the incoming chat and email conversations handled by the Starter tier are intelligently sent to the appropriate agent, so that they are answered as quickly as possible.
Out of the hundreds of CRMs we picked, HubSpot has the most feature-rich free plan. While many free programs may seem ideal at first glance, they often fall short of providing the functionality required to enhance connections with customers truly. However, HubSpot is different since it allows for more value than expected in its free tier. You may manage up to one million (one,000,000) contacts and use them for customer service, marketing, sales, content management, and operational CRM without ever spending a dime.
Automated lead distribution through email, online forms, and social media can all be achieved with the help of Zoho CRM. All subscription tiers of the product include automated workflows for all leads. In addition, those on the premium subscription have access to social media routing triggers.
Features that are essential in Zoho:
- For fair allocation of main leads, the app creates a round-robin queue.
- Guidelines for the automatic addition of social media followers who actively participate in posts
- A comprehensive lead scoring and routing system
- Over 200 App Combinations
- Leads may be automatically distributed to different teams or regions.
By upgrading to Zoho’s professional plan, you’ll have access to features like lead assignment rules. To add to that, you may get assistance from AI-driven recommendations.
Zoho CRM has all you need to manage customer relationships for your small or medium-sized company and the vast majority of large corporations. Only Salesforce and similar CRMs come close to matching its feature set, and Salesforce is increasingly being seen as a platform rather than a standalone product. While Zoho CRM may not have the most polished default experience, it is adaptable. When you factor in Zoho’s extensive range of third-party connectors and thriving partner ecosystem, you can almost take it everywhere.
With Bitrix24’s open channel options, sales teams may communicate with prospects by phone, email, and messaging apps like Telegram, Slack, and Facebook Messenger, among others. You may utilize intelligent routing to ensure leads are matched with certain account managers or distribute incoming chat and phone inquiries among all available online agents to speed up response times. This is extremely helpful for call centers and other businesses that get many phone calls.
Bitrix24 CRM is a highly powerful customer relationship management system. Bitrix24 CRM’s feature set is comparable to other CRMs in the same price range. Its capabilities are as broad as those of our other picks, like Zoho CRM, but it costs less.
Compared to other CRMs, Bitrix24 lacks the configuration settings that contribute to superior adaptability. The free plan of Bitrix24 CRM is likely sufficient for many small enterprises since they are unlikely to use all of the available features. The Standard and Professional plans are still relatively cost-effective for what they provide, even for businesses that want more users and storage space. Regarding customer relationship management (CRM), Bitrix24 CRM is a solution that can handle it all.
How Does Lead Routing Work?
Every lead that comes into your sales funnel is an individual with their own set of requirements, objectives, and obstacles. The term “lead distribution” refers to assigning incoming sales leads to the most appropriate sales personnel.
If you’ve been attempting to attract a multimillion-dollar customer for months, you definitely shouldn’t put your brand-new sales representative in charge of that account. Lead distribution or lead routing is deliberately assigning leads to salespeople who are most suited to close the deal.
A qualified lead is someone interested in purchasing your goods and services. However, your sales and marketing team must respond quickly to any new interest. Additionally, you should seek the most qualified person to do the task.
In sales, assigning a lead to the best possible individual might be hit-or-miss. Any system that keeps track of sales leads from multiple sources will use some logic or rule to assign the lead to a specific sales representative. This could be based on the lead’s location, the industry they work in, the product they are interested in, or even just the availability of the sales representative. Such business logic may be tedious and error-prone to implement.
Down below are just a few ways a company can use lead routing best practices to lessen its dependence on “spray and pray” advertising:
- Establishing a centralized data warehouse to store the company’s lead management policies.
- Generating and keeping fresh, relevant information on all leads.
- Streamlining the lead management procedure by automating lead routing
- Typically, lead routing is implemented as a software service or a group of applications that work together to attain the aforementioned task. Lead routing has evolved into a marketing process that, with the help of more sophisticated martech tools, can take on a great deal of nuanced complexity, depending on the requirements of the organization in question.
Geographic brand awareness is a natural and the most prevalent foundation for lead routing. So, if you’re getting inquiries from people all over the place, a lead routing system can determine which salesperson is nearest and most qualified to respond quickly.
Ultimately, the software is always available to help organizations of any size, whether it’s a lead automation tool like Salesforce lead automation or Dynamics 365 lead routing. You can boost sales, save costs, and save valuable time with efficient lead routing and management software.