Routing Automation
The engineering of Handoff Precision—enforcing SLAs and distribution logic based on account fit and intent stage, rather than raw lead volume.
The "Round-Robin" Death Spiral
Most routing systems treat all "Leads" the same. They push signals into a generic queue where the fastest rep wins, regardless of expertise or territory. For ABM, this is fatal. If a **Tier 1 Strategic Account** shows intent, it must route to the assigned Enterprise AE and an Executive SDR instantly. Without Routing Automation, your best opportunities cool off in the wrong hands. We fix this by hard-coding routing tiers that prioritize expertise over speed.
Routing Hazards
- Territory Conflict: Intent signals being acted on by reps who don't own the account relationship.
- SLA Breaches: High-intent executive surges sitting unaddressed for 24+ hours.
- Contextual Misalignment: Generalist SDRs trying to handle specialized technical surges.
The Governance Router
Role: EB Engaged
Rule: Intent determines the speed; Fit determines the destination.
Environment Implementation
6sense / Demandbase ON
We utilize Platform-to-CRM Routing. We configure the platform to trigger Salesforce/HubSpot Task assignments only for specific high-intent segments, ensuring standard "research" doesn't clutter the rep's workspace.
Platform Off (CRM/MAP First)
We build Dynamic Routing Flows in your CRM. We use a "Weighted Priority" field (from Pillar 03) to bypass standard round-robins and push intent tasks directly to the Account Owner or a dedicated ABM pod.
Artifacts You Receive
- Routing Logic Map: A visual guide of which signals route to which teams.
- SLA Escalation Spec: Technical rules for "Re-routing" if an initial task is ignored.
- Routing Quality Dashboard: Monitoring of "Time-to-Touch" and "Acceptance Rate."