Skip to content
GullySales
Tell us what you need

CRM, lead flow and sales techniques · Lead management

Decide who gets each lead before the lead arrives.

Lead routing is the set of rules that decides which rep gets which enquiry. A rulebook writes the rules in plain words first; automation then applies them without anyone forwarding messages by hand. The page ends in a one-page rulebook that every rep, the telecaller and the owner can recite.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Lead routing and assignment

In one paragraph

Lead routing is the set of rules that decides which rep gets which enquiry. A rulebook writes the rules in plain words first; automation then applies them without anyone forwarding messages by hand. The page ends in a one-page rulebook that every rep, the telecaller and the owner can recite.

At a water-purifier distributor in Coimbatore, enquiries land in a WhatsApp group. Whoever sees one first replies, so two reps call the same buyer and a dealer's existing customer gets a cold pitch from a new rep. A Tamil-speaking buyer waits for a day because the one rep who speaks it was on leave.

Routing fixes this by being boring. For each lead the rule looks at city or district, language, product and whether the number is already a customer, then names one owner and one backup. The sales head writes the rules with the owner, because the owner knows which dealer relationships must not be crossed.

Write the rulebook before touching any automation. An automatic rule that encodes a muddled idea simply spreads the muddle faster. Once the rulebook reads clearly, a CRM admin or the tool's own settings can apply it: trigger on a new lead, pick the owner, send the alert, start a timer.

This page sits after scoring, which ranks leads, and before the follow-up dashboard, which checks that the first call happened. Marketplace leads, missed-call leads and website forms all enter the same rules.

Where this sits

Topic 7 of 13 in crm, lead flow and sales techniques: lead management. Segmenting, qualifying, nurturing, scoring, routing and measuring leads inside the CRM.

The topic before
Inbound selling: advise
The topic after
CRM setup and data

If you want this done for you

Send the Chennai enquiry to the rep who covers Chennai, not whoever replies first.

Read the lead routing and assignment page

The work

What this is actually like.

  • “Start with exceptions, not the default”

    Existing customers, dealers' own contacts, large accounts and returning leads need special rules. List them first. The default rule for everyone else is then one line, and the exceptions stop surprising people.

  • “A rotation is only fair if it counts the right thing”

    Round-robin by lead count hands a rep five junk leads and another five hot ones. Rotate within a score band, or weight by city. Check after a month whether leads in the top band were split evenly.

  • “Language and district are real routing keys in India”

    A lead from Belagavi asking in Kannada or Marathi should reach a rep who speaks it. Missed-call leads show only a number, so route by the number's circle until a rep asks the city on the call.

  • “Every owner needs a backup and a clock”

    A lead assigned to a rep on leave is a lead nobody has. Name a backup, and set a time after which an uncalled lead moves on. Without the clock, the rule only tells you who to blame.

What we do

What you end up with.

The documents this topic produces, what each one is for, and how you know it is finished.

  1. One-page routing rulebook

    A table of conditions in order: customer status, product, city or district, language, source, score band. Each row ends with owner, backup and the minutes allowed before reassignment. Written by the sales head, approved by the owner.

    Result: Finished when two reps asked 'who gets a Mangaluru lead for product B' give the same answer.

  2. Automation spec

    One page for the CRM admin: trigger, the field checks, owner assignment, the alert message text, the timer. Includes what happens when a field is blank.

    Result: Finished when the admin can build it without a call.

  3. Test set

    Twenty made-up leads covering each rule and each exception, with the expected owner next to each. Run them through the live setup.

    Result: Finished when every test lead lands on the expected owner and every alert arrives.

  4. Rule change log

    A dated line each time a rule changes, with who asked and why. Kept beside the rulebook.

    Result: Finished when a rep can see why last month's rule differs from this month's.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • One office, and we say so

    Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Do we need automation if we have four reps?
Not at first. A written rulebook and a person who forwards leads by it works for four. Add automation when forwarding takes more than a few minutes a day or when leads wait because that person is away.
What if two reps both claim a lead?
The rulebook decides, and it records the first owner. If a dispute still comes up, the sales head rules and the rule is amended so the same dispute does not return. Do not split a lead between two reps.
How do we route leads from a marketplace?
Treat them as any other source. Bring them into your CRM or sheet, then apply the same rules. The common failure is leaving them in the marketplace app where nobody else sees them.
Should the owner get every lead too?
Only high-value ones, and only as a copy. If the owner replies first a few times, reps stop acting. Set a value threshold in the rulebook and send the owner an alert rather than the lead.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts. For sales work it is mostly our time, with production only where scripts, decks or CRM setup need it.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
Fixes to reply time and follow-up are the quickest to show, because the enquiries already exist. Process, CRM and training changes show as the team uses them. Each one is tracked against the baseline.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

Where to go next

The work that carries this topic further.

Services

The rest of lead management

Or read all of crm, lead flow and sales techniques.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

Tell us what you need