Gully Sales writes the rules that decide who owns each incoming lead, builds them into your CRM, puts a clock on the first response, and makes sure a lead nobody touches is escalated instead of quietly forgotten.
Gully Sales Private Limited works with small and medium businesses across India, and builds routing inside the CRM and tools you already run.
In one paragraph
Lead routing and assignment decides who owns each new enquiry and how quickly they must act on it. Gully Sales writes your ownership rules by territory, product, source and account, builds them into your CRM, attaches a response time and an escalation path to each route, and then monitors whether the rules are actually being followed.
The problem
Assignment in most growing businesses is still a human act. Somebody reads the new enquiry, decides who should take it, and forwards it. That person is usually senior, usually travelling, and usually doing three other things. So an enquiry that arrives while they are in a meeting waits for the meeting to end, one that arrives on a holiday waits for the holiday to end, and one that arrives when two sellers could plausibly own it waits while they work out between themselves who will call. Nobody in this chain is idle. The lead is simply between owners, and buyers do not wait to find out who won.
Why it persists. It persists because assignment feels like a small task. Forwarding one lead takes a few seconds, so nobody adds up the cost of doing it four hundred times a month, or of the ones that slip. The rules also live in people's heads, where they stay flexible and unarguable, and writing them down forces uncomfortable decisions about who gets which accounts. Most CRMs can route on their own, but the feature is left switched off because those ownership questions were never settled.
If it stays unresolved. Left alone, response time becomes a lottery that worsens as volume rises. Sources are judged unfairly and good ones get switched off. Whoever is quickest to the inbox collects the pipeline, whatever they sell, and account ownership is decided by argument. In time the business hires more people to answer enquiries that a rule should have delivered in seconds, and cost per conversation rises.
What changes
In the first weeks
In how the work runs
In sales and marketing
In what management can see
Over the longer term
We control the rules, the configuration, the response-time design, the escalation logic and the reporting behind it. Whether a faster first call becomes an order still depends on your offer, price and the conversation itself, so we report routing accuracy, response speed and coverage.
Who it is for
What Gully Sales does
The ownership map
We write down who owns what, before any software is touched. That means territories and their boundaries, product lines and who sells each, customer segments, named accounts that belong to one person, accounts owned by a channel partner, and the rule for anything that fits none of these. Where two claims collide, we settle it in writing rather than leaving it to the day the lead arrives.
Routing rules and the assignment logic
We turn the map into rules a system can follow: the order in which conditions are tested, what happens on a match, and what happens when nothing matches. This covers round robin, weighted distribution when sellers carry different loads, capacity caps so nobody is buried, skill and language matching, and separate paths for enquiries that arrive outside working hours or during a campaign spike.
The signals the rules read
Rules are only as good as the information arriving with the lead. We identify the handful of fields routing genuinely depends on, such as source, city or pin code, product interest, company name, an existing-customer flag and any score your team already uses, then make sure each one is captured reliably at the point of entry and normalised before a rule reads it.
Response times and escalation
For each route we agree a first-response target and a follow-up cadence, then build what happens when the target passes: a reminder to the owner, an alert to their manager, and reassignment to a named second owner if the lead is still untouched. High-intent enquiries get a shorter clock and a tighter ladder than a content download, and the difference is written down rather than assumed.
Exceptions and edge cases
We design for the awkward ones on purpose: an existing customer raising a new requirement, a duplicate enquiry from the same buyer in two channels, an enquiry outside every territory, one that a channel partner already owns, a competitor or job application in disguise, holidays and leave, and the sudden burst that follows a campaign or a trade show.
Monitoring, tuning and handover
We build a dashboard that shows time to first touch, unworked leads, reassignments, duplicates and load by owner, then run it with you for the first weeks. Every rule change afterwards is recorded with a date and a reason, so six months later anyone can see why a route behaves as it does. Your administrator is trained to make routine changes without waiting for us.
How it runs
Trace the leads you already have
We take the last ninety days of enquiries from every channel and follow a sample of them by hand: where each arrived, who touched it first, how long that took, how often it changed hands, and how many were never contacted at all. We sit with two or three sellers and watch what they actually do when a lead appears, which is usually different from the process on paper.
Settle ownership
We run a working session with sales leadership to answer the questions that automation cannot: who owns which territory, which products, which named accounts, and what happens when a partner and a seller both claim the same buyer. Disagreements are surfaced here deliberately, because the alternative is discovering them live, in front of a customer.
Design the rules
We convert the map into a decision table: the order conditions are tested, the destination for each match, the fallback when nothing matches, distribution method and capacity caps, response-time targets by lead type, and the escalation ladder. We walk the table through real examples from step one, including the ones that went wrong, until the table handles them.
Build and test in your systems
We configure the rules in your CRM and connect the entry points that feed it, then test with sample enquiries covering every branch, including the exceptions and the after-hours path. Nothing is assumed to work because the screen says it is switched on; each route is proved with a test lead and the result recorded.
Switch on with cover
We go live on real enquiries and watch closely for the first two weeks, with a daily check on anything that landed oddly or waited too long. Sellers get a short briefing on what changes for them and how to raise a routing complaint, because the fastest way to find a broken rule is to make it easy to report.
Measure, tune and hand over
We review the dashboard with you, compare response time and unworked leads against the baseline, and tune the rules where the data says the design was wrong. Then we train your administrator to change routes, add a seller and adjust capacity without us, and hand over the documents that explain every rule.
Ways to work with us
Routing audit
A short review of how enquiries reach your sellers today, with measured wait times, the leaks we can evidence, and a written rule set you can implement yourselves or with us later.
Routing rules design and build
The full engagement: ownership map, decision table, response times, escalation, configuration in your CRM, testing, go-live support and the first round of tuning after real leads have flowed through.
Design with your administrator
We design and document the rules and test them beside your own CRM administrator, who does the configuration. Useful where an internal team must own the system afterwards.
Ongoing routing care
A recurring review of routing data, with rules updated as territories, people, sources and products change, and a quarterly reset of capacity and response targets.
Why Gully Sales
We settle ownership before we touch the software.
Routing tools are easy to configure and easy to configure wrongly. We insist on the ownership decisions first, because a rule built on an unsettled map creates faster arguments rather than fewer of them.
We build inside the tools you already pay for.
Most CRMs, form builders and messaging tools can already route. We use what you have wherever it does the job, and only recommend something new when a real gap makes it necessary.
We design for the awkward cases first.
Duplicates, existing customers, partner-owned accounts, leave and campaign spikes are where routing quietly fails. We handle those explicitly, which is why the rules are still running months later.
Your sellers help write the rules.
The people who receive leads sit in the design session. Rules made with them get followed; rules handed to them get worked around, and then the reporting stops meaning anything at all.
We report the clock, not opinions.
Response time, unworked leads and reassignments are measured before we start and after we finish. You judge the work on movement in those numbers rather than on how the new setup feels.
We hand the system over properly.
Documented rules, a change log and a trained administrator mean your business can add a seller or a territory without calling us. The routing belongs to you, not to an agency retainer.
Where it applies
Industrial equipment manufacturer
Multi-centre healthcare clinic
Interior design studio
Building materials distributor
B2B services firm
Education institute
Proof
Premier Marketing
Questions buyers ask
Each route carries a condition, a destination and a clock. A demo or quotation request is tested against territory, product and account rules the moment it lands, assigned in your CRM within seconds, and the owner is alerted on the channel they actually watch. If they have not made contact inside the agreed window, the lead escalates to their manager and then to a named second owner, so speed does not depend on somebody noticing an email.
It depends on how many sources and systems feed your leads and how settled the ownership decisions are. A routing audit is short. A full design and build runs longer, because the ownership session, the rule design, configuration, testing and a live watching period each need real time. We give you a written schedule with review points after the first conversation, and we would rather scope it accurately than promise a date before seeing your setup.
Access to your CRM, forms, shared inboxes and call or messaging logs so we can measure what happens today. Decisions from whoever can settle territory and account ownership. An hour each with two or three sellers. An administrator or operations person to train for the handover. And a named person during go-live who receives routing queries from the team. Without the ownership decisions, everything else stalls, so that is the one input we press hardest for.
Usually not. Most CRMs, form builders and messaging platforms already include assignment rules, and the feature is simply switched off because the underlying ownership was never agreed. We work with what you have wherever it does the job. If a genuine gap exists, such as no way to capture a channel at all, we say so plainly and explain the options rather than selling you a tool.
Scoring ranks a lead by how well it fits and how interested it appears. Routing decides who receives it and how fast they must respond. The two work together: a score can be one of the conditions a routing rule reads, which is how high-intent enquiries earn a shorter clock. But a good score achieves nothing if the lead lands with somebody on leave, and routing is what prevents that.
Plain round robin is fair only when everybody sells the same thing to the same kind of buyer. Most Indian SMB teams are not like that. We normally combine territory and product rules with weighted distribution and capacity caps, so a seller covering a dense region or carrying more open deals receives fewer new leads. The weightings are agreed openly with the team and reviewed as workloads change.
They are assigned as usual, because the rules do not sleep, but the response clock and the escalation path can follow your working hours. Many businesses choose an automated acknowledgement immediately and a first human contact target from the next working hour. Leave and holiday cover is built into the rules, so a lead is never parked with somebody who is away for a week.
We match every incoming enquiry against your existing records using email, phone number and company name before assignment, and add a check for common variations in how the same company is written. A recognised customer is routed to the person who already owns that relationship, with their history attached, rather than into the new lead queue. Genuinely new requirements from an existing account can follow a separate path if you want.
By involving them in writing the rules, and by making the exception route official. Sellers usually work around routing because a rule ignores something they know about a buyer. We include them in the design session, provide a documented way to request a reassignment, and report how often it is used. If one route is being bypassed constantly, that is a design fault and we change it.
We measure the last ninety days before we change anything: waiting time before first contact, how many enquiries were never contacted, how often leads changed hands, and how work was spread. After go-live the same measures appear on a dashboard weekly. At ninety days we compare like with like. If a number has not moved, we look at why rather than presenting activity as a result.
We do not create demand, write ad campaigns or build landing pages here, and we do not sell on your behalf. Building a scoring model, redesigning your pipeline stages or migrating dirty data are separate pieces of work, though we will tell you when one of them is blocking routing. We also do not make hiring, territory or incentive decisions; we document the ones you make.
Yes, and for most Indian SMBs those channels carry the majority of enquiries. The approach is the same: a call or a message must create a record with the few fields the rules depend on, which usually means connecting your business number and messaging tool to the CRM. Where a channel cannot be connected, we design a short manual step with a clear owner and a time limit.
Talk to us
The first conversation is a discussion about how leads reach your team, not a sales pitch. If the honest answer is that your volume does not justify this work yet, we will say so and tell you what to fix first.