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Leandata showcases power of modern revenue orchestration at opsstars 2022, leandata announces winners of the 2022 opsstars awards, what are lead assignment rules in salesforce.

Lead assignment rules are a powerful feature within Salesforce to assist your team’s automation of its lead generation and customer support processes. Assignment rules in Salesforce are used to define to whom your Leads and Cases (customer questions, issues or feedback) are assigned based on any one of a number of specified criteria you determine. 

Organizations typically develop lead assignment rules for their GTM processes or flows:

• Rules for inbound Leads
• Rules for website-generated Leads
• Rules for importing Leads from an event

For case assignments, a company might establish one case assignment rule for weekdays and another assignment rule for weekends and holidays. 

A lead or case assignment rule often consists of multiple rule entries to specify exactly how leads and cases are assigned throughout your go-to-market teams. For example, related to customer service inquiries, a standard case assignment rule might have multiple entries. Cases with “Type equals Gold” are assigned to the Gold Level service queue, cases with “Type equals Silver” are assigned to the Silver Level service” queue, and so on. 

As organizations grow and scale, they operationalize multiple GTM motions: inbound, outbound, account-based, upsell/cross-sell, and hybrid. However, many are limited to having just one rule in Salesforce.

As a work-around, many organizations create one massive lead assignment ruleset. They then wedge all of their rule entries into that one big ruleset, regardless of how many different motions that represents. Over time, Salesforce lead assignment rules can quickly become unmanageable .

This post covers the best practices for Salesforce lead and case assignment rules. The ultimate goal is to fully engaging your hard-won leads and speed up your organization’s time-to-revenue.

How to Define Assignment Rules

Your Salesforce administrator can only have one rule in effect at any particular moment in your go-to-market motions, and that assignment rule is intended to both automate lead generation processes and other customer-facing processes routed through your CRM. 

Lead assignment rules specify how leads are assigned to users or queues as they are created manually, captured from your website, or imported via SFDC’s Data Import Wizard.

Case assignment rules determine how cases are assigned to users or put into queues as they are created, either manually or through the use of Web-to-Case, Email-to-Case, On-Demand Email-to-Case, the Self-Service portal, the Customer Portal, Outlook, or other data generation applications.

Criteria for Lead Assignment Rules

Okay, so you’ve decided that lead assignment rules in Salesforce make sense for your revenue operations team – now what?

Well, first, you’ll need to determine the edition of your Salesforce instance. Lead assignment rules are available in the Group, Essentials, Professional, Enterprise, Performance, Unlimited, and Developer Editions of SFDC. Case assignment rules, conversely, are available only in the Professional, Enterprise, Performance, Unlimited, and Developer editions.

With regard to User Permissions, to view assignment rules, you’ll need View Setup and Configuration permissions. However, to create or change assignment rules, you’ll need Customize Application. If you are not your organization’s Salesforce administrator, you should check with them before attempting to head off on your own.

How to Create Salesforce Lead Assignment Rules

Creating lead and case assignment rules in Salesforce is a relatively straightforward process. 

• Login to Salesforce and select Setup in the upper right corner of the horizontal navigation bar.
• In the Setup search box , type “assignment rules” and then select either Lead Assignment Rules or Case Assignment Rules.
• Select New to create a new assignment rule.
• In the Rule Name box, type a name and specify whether it should be active for leads or cases created manually and by those created automatically by web and email. When done, click Save .
• Click open your newly created rule and select New in the Rule Entries to specify your rule criteria.
• Step 1 in the “Enter the rule entry” window requires you to enter an Order for your new rule (the Order is the order in which the entry is processed, like a queue).
• In Step 2, you determine whether your new rule is based on meeting a set of criteria or a formula. In the Run this rule if the dropdown box, select either “criteria are met” or “formula evaluates to true.”
• Lastly, in Step 3, select the user or queue to whom your rule will assign your new lead or case (use the lookup feature to find specific users or a queue). After completing Step 3, select Save .

Why Are Your Salesforce Lead Assignment Rules Not Working?

If you discover your lead or case assignment rules are not working, here are a few tips to quickly troubleshoot the root cause.

First, check to ensure the assignment rule is active. Remember, only one case or lead assignment rule can be active at one time. Secondly, ensure the record is assigned to the correct user or queue.

Make certain to select the checkbox Assign using active assignment rule . In support of this step, enable field History tracking on case or lead owner, as well as add object History (case or lead) in your page layout. 

One common problem is overlapping rule entries, or rule entries in the wrong order. With dozens of rule entries, many will overlap, causing records to get assigned unpredictably. For example, if entry #1 assigns California leads to John, and entry #2 assigns Demo Request leads to Jane, then John might wonder why he’s receiving Demo Requests leads who are supposed to go to Jane. 

Assignment Rule Examples

The image, below, shows sample rule entries being entered into Salesforce for a variety of “what if” situations:

• Junk leads containing “test” are sent to an unassigned queue
• Demo requests are routed directly to SDR 3
• Leads at accounts with over $100 million in annual revenue are routed to AE 1
• Leads in certain states are sent to their respective representatives

How LeanData Simplifies Salesforce Lead Assignment

Creating lead and assignment rules in Salesforce is relatively straightforward. However, as your GTM motions become more and more complex, it becomes necessary to populate that one rule with multiple defining rule entries. As you grow and scale, your rule threatens to become unwieldy. Then these problems arise:

• Difficulty in both comprehending and managing
• Poor visibility, making it difficult to troubleshoot and validate
• Restrictions allowing only the criteria on the routed record

LeanData’s lead routing flow and assignment solution is a native Salesforce application that allows users to create flows in an easy-to-understand visual graph. Its visible representation of an organization’s desired lead flow affords many benefits to users, including:

• Easier ability to visualize and understand complex flows
• Real-time visibility of the routing of leads and the ability to quickly troubleshoot and make adjustments
• At-a-glance ability to use information on matched records for routing decisions and actions

Assignment rules in Salesforce are a relatively easy-to-learn feature that can be very quickly implemented, delivering a flexible and powerful logic to your CRM processes. Automating your lead and customer processes will accelerate your GTM motions and deliver your organization a sustainable competitive advantage.

For more best practices, read the eBook, “ Best Practices for a Winning B2B Marketing Data Strategy .”

• lead assignment rules
• lead assignment rules salesforce

Ray Hartjen

Ray Hartjen is an experienced writer for the tech industry and published author. You can connect with Ray on both LinkedIn  &  Twitter .

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How to use Salesforce lead assignment rules

When your organization gets to the point that you have a) leads coming in on a regular basis and b) multiple sales reps, you quickly realize you need a way to divide up those leads among your reps. If you're using Salesforce, you may have noticed a built-in feature called Lead Assignment Rules. Sounds perfect, right? Sort of. We'll walk you through it.

Here's our agenda:

• The basics of lead assignment rules

Matching and assigning with rule entries

• Issues and challenges with lead assignment rules

The basics of lead assignment rules in Salesforce

Let's take a look at lead assignment rules in Salesforce. Go to your Salesforce org's Setup section and search for "lead assignment" in the Quick Find box. You'll find these buried under Feature Settings > Marketing > Lead Assignment Rules. If you don't see it, make sure you have permissions for "View Setup and Configuration" and "Customize Application".

• Unique names - Every lead assignment rule has a unique name [1].
• A lead assignment rule is really a list of "rule entries" - Salesforce calls each of the individual rules in the list a "rule entry" [2]. Each rule entry allows you to say something along the lines of: "if a lead meets these criteria, assign it to this user (or queue - more on that in a moment)".
• Rule entry order matters - The list of rule entries [2] is processed in a specific order you define. Salesforce will process each rule entry until it finds a match. Once it finds a match, it will assign the lead based on how the rule entry is configured.
• Only one active rule at a time - You can only have one lead assignment rule set to active [3].

Now that we've got a decent idea about what a lead assignment rule looks like, let's dive into rule entries.

Every rule entry has three parts:

• Order - This is a number that indicates where the entry exists in the list. Rule entries are evaluated starting at 1 and then processing until one of the rules matches.
• Matching Criteria - Leads are compared to the matching criteria for each rule to determine if the lead matches. The first rule that matches is used to determine assignment.
• Assignment - This tells Salesforce what you want to do once a lead has matched the matching criteria. Usually, you'll tell Salesforce to assign it to a user or a queue.

Order is pretty straightforward. The complexity really lies in matching criteria and assignment. let's spend some time on those.

Matching criteria

There are two types of matching criteria: filter criteria and formulas. You'll probably use filter criteria the most, so let's start with that one:

One key limitation is that you can only configure criteria using fields from the lead, the current user, and the campaign associated with the lead.

Here's what it looks like to create a formula rule entry:

hbspt.cta._relativeUrls=true;hbspt.cta.load(8216850, 'e84fc167-06c5-4b7b-bb34-42ccff0e2db4', {"useNewLoader":"true","region":"na1"});

Let's go back to the rule entry screen and focus on the assignment section:

So, what's the difference between a user and a queue?

• User - In business terms, this is a particular sales rep who will be responsible for managing the lead. In technical terms, this is an active Salesforce user configured in your Salesforce org.
• Queue - A Queue is a list of records (usually Leads, but not always) that are accessible to a specific group of users. Each of those users can take ownership of a record from the queue, removing it for the others. When you assign ownership of a Lead to a Queue, you're effectively making it first-come, first-serve for a group of users. This is not the same as a "round-robin" assignment where you assign the Lead to one person from a list of users.

There's one last thing to know about assigning ownership. Note the checkbox labeled "Do not Reassign Owner"[3]. This controls what happens when a lead is updated and matches the criteria. If this is checked, the assignment will essentially be ignored. Use this to prevent toggling users back and forth.

The last field, "Email Template" [4] allows you to specify a particular email template to use for notifying the new assignee when the assignment is complete.

Issues and challenges

Lead Assignment Rules are a reasonable choice for a small team with simple rules. They work and the only cost to you is the administrative overhead of creating and maintaining them. Unfortunately, they're extremely limited and don't cover many common use cases. They also become very brittle as your team size and lead velocity increase. Here are a few common issues and challenges:

• Leads only - They only apply to the Lead object (there are Case Assignment Rules for Cases, but that's it). This may make them a poor fit for your sales process if you need to do lead-to-account matching or you're pursuing an account-based strategy . If you need to assign other things besides Leads, you'll need to try a more flexible automation solution like Flow .
• Hard to test - Unlike Process Builder or Flow, your Lead Assignment Rules don't provide any form of versioning or debugging so it's hard to test them without just doing it live.
• Hard to audit  - There's no record of  why a lead was assigned in a particular way. You'll have to go look through your rule entries to figure it out. This can quickly get painful as the number of rules increases.
• One rule at a time - If your company has very different rules for different leads (e.g. from different campaign sources or applicable to different product lines), it can be very challenging to craft your rule entries in a way that handles more than one lead routing flow.
• No round-robin - It's technically possible to do a very poor version of round-robin with Lead Assignment Rules, we don't recommend it. It's extremely brittle and will break without lots of maintenance.

Where to go from here?

If you've got a small team with simple processes, give Salesforce lead assignment rules a try; they may give you just what you need. If you find yourself needing to assign other objects besides Leads, perform round-robin rep assignments or maintain a full audit trail, you might want to consider Gradient Works.

Hayes Davis

Hayes Davis is co-founder of Gradient Works. Previously, Hayes was SVP of Revenue Operations at Cision, where he ran a global team of 50 supporting nearly 600 sellers. He was also co-founder and CEO of Union Metrics until its successful acquisition by TrendKite in 2018. Hayes has a background in computer science.

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About 5 mins

Learning Objectives

Manage and nurture leads, sales pipe and lead routing, summing it up.

• Challenge +100 points

Manage Leads

After completing this unit, you’ll be able to:

• Discuss ways to manage and nurture leads.
• Describe sales pipe and lead routing.

Imagine for a moment that you’ve managed to round up a substantial number of qualified and working leads. Things are looking up, and everyone has high hopes! But, what do you do with them?

Lead Management

Lead management is what happens after lead generation: It’s a bridge between marketing and sales. It’s a process that starts with identifying leads, qualifying them, and then with working them as sales opportunities.

In lead management, your job is to help people learn more about your product or service, about industry trends, and about successful customers they can relate to and be inspired by. Engaging and educating prospective customers is at the core of lead management and nurturing.

Lead Nurturing

Lead nurturing refers to the specific actions that give your new relationship what it needs to prosper. Some leads want regular emails, some want quick responses on social media, and others want to call you up and have a conversation about what you offer.

Focus on the nurturing tactics your customers like best—developing an effective lead nurturing strategy pays off. Companies that excel at lead nurturing generate more sales-ready leads at lower cost and boast more sales reps making quota than companies that struggle with nurturing.

Lead Management Software

Lead management software helps companies generate new leads and keep track of who they are, how to reach them, and how they were found in the first place.

This software captures information at the lead’s point of contact with your organization—such as a landing page visit, white paper download, or email open. Based on the lead’s action, they’re automatically scored and the software suggests a next action. Collecting data about how leads and customers are interacting with your brand online allows you to create one-to-one customer journeys and helps your salespeople focus on qualified sales leads while you send other leads on automated nurturing journeys.

All your hard work generating, qualifying, and nurturing leads pays off in the sales pipeline. When you fill your pipeline with quality leads, you help your sales team actively close deals and generate revenue. Surf’s up!

Scoring and Grading

As soon as leads enter the marketing funnel, you should start qualifying them to see which ones are worth additional time and effort. Lead scoring and grading technology can automatically calculate a lead’s value to your company (score) and likelihood of becoming an active customer (grade).

Lead scoring is based on a prospect’s activities, such as the number of pages viewed and forms completed. These activities indicate their level of interest. Lead grading is based on key factors pertaining to individual prospects, such as their location, industry, or company size.

Using lead scoring and grading together helps ensure that only high-quality leads are shared with your sales team—which optimizes their time by allowing them to reach out to the right lead at the right time.

Routing Leads

Once your sales pipeline is full of high-quality leads, you need to route them to your sales team. Lead routing is about assigning each lead to the sales rep best suited to guide them through a successful transaction. This can mean distributing leads by geographic territory, by deal size, or by products or services. This helps marketers streamline leads for sales, eliminating the need to comb through leads and guess which ones are right.

Of course, different sales organizations distribute leads in different ways. However you choose to share leads with sales teams, lead management software can help by creating fixed assignment rules based on lead qualification criteria and generating automated reports on pipeline status and sales team performance. 

Everyone wants to do better business, and being able to meet customers’ expectations before they’re ready to buy a product or service can yield great rewards. To do so, you’ll want to master inbound marketing basics, understand the various types of lead classifications, and capably manage those leads.

Get started today by learning more about how to generate leads with marketing automation at the link in this unit’s resources. A transformative relationship with your customers is just a few clicks away!

• Salesforce: 3 Key Tips for Optimizing Your Landing Page for Lead Generation
• Trailhead: Lead Nurturing Campaigns
• Salesforce: Generate More Leads with Marketing Automation (Sign-Up Required)
• Get personalized recommendations for your career goals
• Practice your skills with hands-on challenges and quizzes
• Track and share your progress with employers
• Connect to mentorship and career opportunities

Speed Up and Sell More: Salesforce Lead Assignment Rules Best Practices

When a lead comes in, an opportunity should come knocking.

But there’s a lot more under the hood. You need solid lead assignment rules in place, and one key variable to keep in mind.

Time. According to LeadSimple, responding to a lead in the first 5 minutes is 21x more effective.

No surprises here. If you’re a scaling business, you know that responding first to a lead is mission-critical.

If you’re manually triaging leads or waiting for IT to make business-critical changes to your lead assignment rules, it’s not scalable. Nor fast.

As an operations leader, you feel this pain across your entire organization. 

Demand teams work hard to generate incoming leads, so it doesn’t make sense to abandon them just because they’re not getting to the right rep in real-time. Your leads, after all, are directly tied to sales revenue.

Automating the process doesn’t solve the problem alone, either. It’s an important piece to speeding up, but not the only piece to the lead assignment puzzle.

You’re inundated with the notion often – speed is everything!

Well, we’re here to tell you:

Respond right is the new respond first.

Shotgun responses don’t help if your lead happens to work for a target enterprise account of yours. You definitely want your Enterprise sales rep, Rachael putting her best foot forward.

Setting the right lead assignment rules also helps with what ‘future you’ couldn’t know ahead of time.  Say a lead comes in from a territory that doesn’t have a rep assigned – It’s going to sit in a queue. A potential quality lead slipped through the cracks of time because there’s no accountability or rule in place.

Complex business processes and go-to-market efforts add additional layers of friction. How can you get it right if you’re constantly evolving at scale?

Your lead assignment process could be stunting your growth potential.

It’s time to speed up, starting with smarter lead assignment rules. 

Give your operations teams their sanity back, and set your sales reps up for speed-to-lead success.

Go ahead and skip the next section if you’re already aware of the challenges to overcome as a scaling business, and want to get right to Salesforce lead assignment rules for success.

Businesses Quickly Outgrow Native Salesforce Lead Assignment Rules

Asana, a project management platform, was scaling fast.

They were grappling with increasing volumes of leads, lagging response times, and complex assignment rules that became impossible to keep up within Salesforce.

As more leads came in from a variety of sources, and with complex territory assignments and hundreds of sales reps that change frequently, lead assignment became a nightmare to manage in native Salesforce.

That’s because creating and changing lead assignment rules can quickly become very complex:

Only a dozen or so lead assignment rules are implemented here, primarily basic rule sets like location, company size, industry, or lead quality. You can imagine how cluttered your rules would get as you continued to add more criteria.

Asana knew that not having a more sophisticated Salesforce workflow automation process meant they didn’t have the flexibility to adapt at scale.

There were two problems Asana needed to overcome:

1. Complex, evolving go-to-market rules

You wouldn’t want sales reps responding to a lead that’s not in their sales territory. You also wouldn’t want junior reps following up with your largest target accounts.

But it happens.

Typical go-to-market (GTM) models are unique by company and can vary by:

• Named account
• Role or product focus
• Partner channels and more

How a company sets up their go-to-market strategy informs how they need to route or assign leads to reps. SaaS sales teams are regularly selling into different territories, market segments (SMB, mid-market, enterprise), verticals, and industries.

What’s more, lead assignment rules often require changing daily with large enterprise businesses. 

Asana, for example, consistently had leads assigned to reps that no longer worked with them.

Imagine juggling complex territory assignment rules and hundreds of sales reps that change frequently?

It can take weeks or months for IT to get involved whenever a Salesforce lead assignment rule needs to be changed:

• IT has to define the required changes, scope them, slot those into a sprint, which may occur weeks or months later
• During the sprint, the team will make the changes, validate them, test them
• Push them from the development environment to the QA environment, and perhaps a staging environment, and then finally into production

Doing things manually, or not at all, is not a scalable alternative.

You can automate to help you move faster, but speed is sidelined when you don’t have the flexibility to adapt to your changing assignment or routing environment.

And it only gets worse as your lead volume climbs.

2. Massive volumes of incoming leads and lagging response times

When too many cars are trying to get to various destinations, traffic jams occur, with some drivers giving up and going somewhere else altogether.

If companies are slow to respond, the chances of those leads sticking around drops with every. passing. minute. Someone else will hop on a plane instead and get facetime sooner.

You need to move faster.

On average, it took companies 42 hours, or almost two days, to respond to a lead .

That’s basically a lifetime:

Dramatics aside, it means most B2B companies are still falling behind and not responding to leads within the five-minute-or-less sweet spot. But it’s there for the taking.

In the past, we had people manage catchall queues, trying to figure out who should own each lead. – Jim Maddison, Veracode

In Xant’s Lead Response Study 2021 of 5.7 million inbound leads at 400 plus companies, they found that 57.1% of first call attempts occurred after more than a week of receiving a lead.

So why are most companies lagging behind? They need to automate and create more adaptable lead assignment rules that actually reflect their go-to-market.

Speed might be serving up the silver platter, but you’re only going to get the deal if you implement effective salesforce lead assignment rules.

Here are some best practices to help set yourself up for success.

Lead Assignment Rules Best Practices For High-Growth Companies

You’ve got massive volumes of incoming leads and ultra-complex go-to-market rules. You’re in the right place.

First things first.

Automate, automate, automate. 

Let’s get to that golden window of 5-minutes. Picture Tesla’s “Come to Me” app (it comes to you and eliminates a long trek to your parking spot).

It requires one tap.

Once a lead enters Salesforce, they follow the defined rule roadmap according to lead assignment rules that you set and ultimately land with the correct salesperson in record time.

You’re giving back those precious minutes to your revenue and sales operations teams.

Now about those rules.

Define Your Go-To-Market Rule Baseline

Carving out territories based on geography, segments, verticals, industries, named accounts, or whatever your go-to-market strategy is, is the first step. This is your baseline.

Any lead that falls into a sales rep’s territory should be assigned to them based on these defined rules, but that’s easier said than done. They’re constantly changing based on several factors.

You need to define your criteria  

In other words, the set of criteria that you will be implementing – you know the drill. To do so, you ask all the necessary questions:

• Which rep will take on what territories?
• What happens if new reps are hired and old ones leave?
• What happens if someone goes on vacation? Or doesn’t work on Fridays?
• A lead comes in from a partner, where do you want this to go?

The beauty is that the sky is the limit.

But how do you get there with native Salesforce constraints lacking the required sophistication?

We had about 800 or 900 rule criteria. We needed something flexible and something that could change, or help us change as we change our business a year to year. – Jim Maddison, Veracode

The next step:

Create customer rule criteria 

Veracode, a security company, had incredibly complex criteria. They had to hire a developer to manually code changes to lead assignment rules. Things changed daily for them, and they grappled with how to adapt.

Ditching the code for the intuitive drag and drop Complete Lead’s interface gave Veracode more flexibility to create assignment rules on the go.

Remember when we said the sky’s the limit?

Implement Nested Flows to Tackle Ultra-Complex Rule Sets

If there were a way to make it easier, you do it right?

Nested flows keep your rules organized. 

At a high level, think of it like nesting dolls: each “nested” or child assignment flow sits within a bigger, or parent assignment flow.

These parent-child relationships can span far beyond just one or two levels, giving you the freedom to allow each business unit to oversee their own GTM processes and territories.  This is a huge win for Rev Ops organizations looking to simplify and speed up ultra-complex lead management.

Department Managers can even set and keep track of rules for their own set of assignment flows, for different GTM teams and within different nested flows. That means lines are drawn in the sand but teams still have visibility and control of how a lead is tracked for their particular team.

Your business depends on data getting where it needs to go, fast. That’s why no matter how complex, your assignment rules should never feel out of hand.

Leverage Powerful Account-Based Assignment

Account-based strategies should be a cornerstone to your go-to-market strategy, and you want to know that your strategic investments are being implemented successfully.

• In a survey conducted by ITSMA , 87% of B2B marketers said that ABM initiatives outperform their other marketing investments.
• COVID-19 caused companies t o rush to create ABM strategies to respond to an increased need for a strong digital presence.
• 56% of the 800 B2B marketers that LinkedIn surveyed said that they are using ABM. Over 80% said that they plan to increase their ABM budget over the next year.

Use account-based assignment.

Account-based marketing targets specific companies, so setting up account-based rules in your lead flow process allows you to route leads from these target accounts to your most experienced reps quickly and easily.

The rule of thumb is that leads from target accounts need to go to the account rep that owns the account. The account owner has the deepest knowledge of the account and the highest chance to convert. Simply put, account based routing  has a positive impact on your bottom line.

With a more robust lead assignment solution to align with their account-based selling and marketing strategies, Alfresco was able to increase their close/won rate by 10%!

Enterprise hierarchy assignment is a no-brainer for account selling.

Imagine if you could automatically visualize all the related customer accounts including subsidiaries, and assign one strategic rep to the parent enterprise account?

You can and you should. Complete Hierarchies gives you the ability to automatically build and visualize complex account hierarchies, so that you’re able to route leads to the right rep no matter how complex the account structure.

Let’s say a new lead comes in from Hulu, but you’ve no idea that it’s a subsidiary of The Walt Disney Company. Chances are the same rep won’t be assigned the account if other go-to-market rules are in place.

Also, you’ve already given a discount to The Walt Disney Company, and this information is not available to the rep who gets the new lead. Account Hierarchies can be a trick up the sleeve when it comes to account-based assignment.

But what happens if a lead comes in and it’s not associated with any account or go-to-market territory?

Set Up A Sophisticated Round Robin

You’re leaving revenue on the table when you let leads sit and die without a timely response.

Native Salesforce just isn’t sophisticated enough to handle more complex round-robin criteria that’s required to keep your leads flowing when they hit a snag.  It’s limited and cumbersome to manage – major setbacks when it comes to your speed-to-lead.

For certain territories or situations, you may have multiple reps covering the territory or a catch-all queue for leads that don’t have enough information to assign properly.

In those cases, businesses often have someone dedicated to manually triaging and assigning leads. This is an incredibly time-consuming operational nightmare and a good way to tank your response times.

And with a lack of accountability, reps often cherry-pick the ideal leads and leave others to the crows.

To avoid these assignment pitfalls you need to push leads to a chosen pool of sales reps and evenly distributed to your sales team, giving everyone an equal opportunity to generate a sale. But you also need more flexible options.

Use sophisticated dynamic round-robin assignment to:

• Set sophisticated criteria like rep speciality or languages
• Use availability settings to ensure leads can be responded to immediately (e.g. office hours)
• Automatically notify reps when new leads are pushed through
• Enforce SLAs on response times to make sure leads are responded to as quickly as possible
• Pair with a rep response dashboard that gives you a complete view to help you monitor how fast a rep is following up with their round-robin leads

Weighted round-robin:

Give your best-performing reps more leads, and improve your overall chance at generating more pipeline. Based on:

• Performance
• On their speciality
• Any desired field

If you’ve found that reps have hit their max capacity for being able to manage any more leads, you can cap the number of records assigned to your team members in the round-robin.

Hit a snag? Re-route your leads:

If reps aren’t responding within their SLA, you can reroute the lead and assign it to someone who will respond. This helps prevent further roadblocks and keeps data flowing, even when there’s a bottleneck.

It’s typical for our team to get four to five requests a week to change territories for a user. Onboarding and offboarding now takes just a few minutes to run all our leads back through the system and automatically get reassigned. – Jim Maddison, Veracode

The ultimate speed-to-lead tactic to keep in your back pocket.

Go Beyond Leads, Assign Any Object

Just imagine that feeling you get if you could create assignment flow, beyond leads. It’s a whole new world.

Assign any object

Go beyond leads and create any assignment flow across any object. You can assign any record, update any field, and trigger any action.

It works similarly to the assignment flow you create for leads, so define your goals and determine your set of criteria for each particular object.

No more manual effort!

This presents endless opportunities to customize your assignment flows, resulting in streamlined processes and less manual administrative time spent manually sifting through information.

What Are You Waiting For?

It’s time to speed up and sell more. 

Speed is crucial, but there’s so much more than that underpinning your speed-to-lead. You need the flexibility to handle your go-to-market complexity and to keep your leads flowing to the right reps in real time.

When you’re scaling fast, you can’t afford to let good leads slip through the cracks.

Interested in hearing more?

We’re happy to talk you through how you can elevate your lead assignment rules in Salesforce, and dramatically improve your speed-to-lead game. Book a personalized demo with one of our experienced team members today.

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Chapter 11 - Sales Cloud >

• Lead Assignment Rules in Salesforce
• What is Sales Cloud in Salesforce?
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What You’ll Learn

Effective lead management in Salesforce’s changing environment is essential for boosting sales. They are automated processes within Salesforce that determine how newly created leads are assigned to users or queues. Lead assignment rules in Salesforce are essential for making sure that leads are managed and dispersed in your company correctly.

This technical blog will walk readers through the nuances of Salesforce’s lead assignment rules, look at actual cases, and comprehend the significant advantages they provide.

What are Lead Assignment Rules?

Salesforce Lead Assignment Rules are used to automatically assign lead records to a particular user or queue based on different conditions. It can contain many rule entries that determine the assignee of a lead. Rule entry specifies the following:

• Sort Order, which determines the order of evaluation of rule entries.
• Entry criteria determine which rule entry the response will be sent through.
• Name of the user/queue to which the record should be assigned.
• An email template will be used to send the response.

We can create as many assignment rules as we want, but only one can be active at a time. “Don’t Reassign Owner” determines if the user whose process stack is in use becomes the owner of the rule entity or if it remains owned by its creator user.

Example Scenario

Source-Based Assignment –  Leads originating from the company’s website forms are assigned to the inside sales team. These leads are automatically directed to the relevant representatives based on the web form source, ensuring a quick response.

Territory-Based Assignment –  For leads generated from trade shows, assignment rules are configured to assign them to the field sales representatives responsible for the respective geographic territories. This ensures that local representatives handle leads effectively.

Round-Robin Assignment –  Marketing campaigns yield a large volume of leads. To distribute these leads equitably, the organization uses round-robin assignment rules. Leads are systematically rotated among the sales representatives, ensuring a fair distribution of opportunities.

How to Create Salesforce Lead Assignment Rules? 

Creating lead and case assignment rules in Salesforce is a relatively straightforward process. 

Step 1: After logging in, go to the horizontal navigation bar’s upper right corner and choose Setup.

Step 2: Type “assignment rules” into the Setup search box, then choose Lead Assignment Rules.

Step 3: To add a new assignment rule, select New.

Step 4 : Enter a name in the Rule Name box and Click Save when finished.

Step 5: To specify your rule criteria, click open your newly generated rule and choose New in the Rule Entries.

Here, the “Enter the rule entry” window requires you to enter an Order for your new rule (the Order is the order in which the entry is processed, like a queue).

Next, you need to determine whether your new rule is based on meeting a set of criteria or a formula. In the “Run this rule if the” dropdown box, select either “criteria are met” or “formula evaluates to true.”

Lastly, select the user or queue to whom your rule will assign your new lead (use the lookup feature to find specific users or a queue)

Step 6: After completing these steps, select Save.

Benefits of Lead Assignment Rules

Implementing lead assignment rules in Salesforce provides several key benefits:

• Leads are automatically routed to the most suitable representatives or teams, reducing manual assignment efforts.
• It is used to assign the owner to a lead record, which is stored from Web-to-Lead. But while creating lead records manually, the ‘Assign using active assignment rule’ option is visible, which lets the owner be assigned as per the criteria defined in the assignment rule. The owner will be the creator of the record.
• With source-based rules, organizations can ensure that leads are promptly attended to, resulting in faster response times and increased lead-to-opportunity conversion rates.
• Territory-based rules allow organizations to align leads with representatives who have in-depth knowledge of specific regions, increasing the chances of successful conversions.
• Round-robin assignment rules prevent the overload of leads on a single representative and ensure that all sales team members have an equitable opportunity to engage with potential customers.
• Automation reduces the likelihood of manual errors in lead assignment, ensuring that no lead is overlooked.

Lead assignment rules in Salesforce are potent tools for optimizing lead management. Whether it’s routing leads by their source, assigning them to the proper territory, or equitably distributing them among your sales team, these rules streamline the process and enhance efficiency.

By understanding the principles of lead assignment rules and harnessing their capabilities, organizations can ensure that no lead goes unattended, resulting in increased conversion rates and driving sales success.

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Salesforce lead assignment rules – Salesforce Tutorials

Creating and managing salesforce lead assignment rules .

In this Salesforce tutorial we are going to learn about What is an assignment Rules , How can we create and manage Salesforce lead assignment rules, and why should we create assignment rules in Salesforce.

What is an Assignment Rule?

Assignment Rules are used to assign Leads and Cases automatically to the assigned users based on criteria. There are two types of Assignment Rules in Salesforce they are

•  Lead Assignment Rules and
• Case Assignment Rules.

What are Salesforce lead assignment rules?

Salesforce lead assignment rules defines the administrators to assign a lead to users and queues based on criteria. A lead can be generated either by manually or generated from the web.

What are case Assignment Rules?

Salesforce lead assignment rules defines the administrators to assign a Case to users and queues based on criteria. A Case can be generated  by manually , generated from the web to case, Email to case etc.

How to create Salesforce lead assignment rules?

Creating and Managing Salesforce lead assignment rules are very important. Let us learn how to create lead assignment rules in Salesforce.com. To create assignment rules login Salesforce and navigate to Setup | Build | Customize | Lead | Lead Assignment Rules.

• Click on Lead assignment rules as shown above.

Click on New Button to create new Salesforce lead assignment rule.

• Enter Rule name.
• The assignment rule must be activated as shown above.
• Click on Save button.

There are only one standard rule in our salesforce. If we create new Assignment rule in Salesforce the first standard rule will be automatically deactivated. At a single point of time only one assignment rule is active. For a single rule there can be multiple rule entries.

• When creating Rule entry we have to learn about these three Order number, Criteria and Assigned to.

How to create New Rule entries in Salesforce Lead Assignment Rules.

In Salesforce we can create many rule entries for single Assignment Rule.

• Click on New Button to create new Rule entry.

• In step 1 :- Enter Sort order as #1.
• In Step 2 :- Enter rule criteria as shown above.
• In Step 3 :- Select the user or queue to assign the lead.
• Select user and Email template as shown above.

Learn how to create Email template in Salesforce.

We have created two Rule entries with order 1 and Order 2. In this Salesforce lead assignment rules, Generated leads will be automatically assigned to the country United State and Country United Kingdom.

Conclusion :

In this Salesforce Tutorial we have learned about What is Assignment rule and How to create Salesforce lead assignment rules. Like wise case assignment rules are also similar to lead assignment rules.

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Running Lead Assignment Rules From Salesforce Flow

Last Updated on February 14, 2022 by Rakesh Gupta

To understand how to solve the same business use case using Process Builder . Check out this article Getting Started with Process Builder – Part 49 (Running Lead Assignment Rules From Process Builder) .

Big Idea or Enduring Question:

How do you run the lead assignment rule from the Salesforce flow? Lead assignment rules allow us to automatically assign Leads to the appropriate queue or user. A Lead assignment rule consists of multiple rule entries that define the conditions and order for assigning cases. From a Salesforce User interface, a user can trigger assignment rules by simply checking the Assign using the active assignment rules checkbox under the optional section.

The problem arises when you need to insert or update the Leads from Salesforce Flow and wants to trigger assignment rules. Using the Salesforce Flow a Lead will be inserted or updated but the assignment rule will not be triggered as there is no check box to use the organization’s assignment rule or a prompt to assign using the active assignment rule.

Let’s start with a business use case.

Objectives:

After reading this blog post, the reader will be able to:

• Running the lead assignment rules from Salesforce Flow
• Understand @InvocableMethod Annotation
• How to call an Apex method using Salesforce Flow

Business Use Case

Pamela Kline is working as a System administrator at Universal Containers (UC) . She has received a requirement from the management to update the following Lead fields when Lead Source changed to Partner Referra l .

• Status = Working – Contacted
• Rating = Hot

As data changed by the process, she wants to fire the assignment rule as soon as the process updates the lead record.

Automation Champion Approach (I-do):

Guided Practice (We-do):

There are 4 steps to solve Pamela’s business requirement using Salesforce Flow and Apex. We must:

• Setup a lead assignment rule
• Create Apex class & Test class
• Define flow properties for record-triggered flow
• Add a decision element to check the lead source
• Add an assignment element to update status & rating
• Add a scheduled path
• Add a decision element to check if lead source changed
• Add action – call an Apex class to invoke lead assignment rule

Step 1: Setting Up Lead assignment Rule

• Click Setup .
• In the Quick Find box, type Lead Assignment Rules .
• Click on the Lead Assignment Rules | New button .
• Now create an assignment rule, as shown in the following screenshot:

Step 2: Create an Apex class and Test class

Now, we have to understand a new Apex annotation i.e . @InvocableMethod . This annotation lets us use an Apex method as being something that can be called from somewhere other than Apex . The AssignLeadsUsingAssignmentRules class contains a single method that is passing the ids of the Leads whose Lead Source changed to Partner Referral . Create the following class in your organization.

• In the Quick Find box, type Apex Classes .
• Click on the New button .
• Copy code from GitHub and paste it into your Apex Class.
• Click Save.

Step 3.1: Salesforce Flow – Define Flow Properties for Before-Save Flow

• In the Quick Find box, type Flows .
• Select Flows then click on the New Flow .
• How do you want to start building : Freeform
• Object : Lead
• Trigger the Flow When : A record is created or updated
• Condition Requirements: None
• Optimize the Flow For : Fast Field Updates
• Click Done .

Step 3.2: Salesforce Flow – Using Decision Element to Check the Lead Source

Now we will use the Decision element to check the lead source to ensure that it is equal to Partner Referral.

• Under Toolbox , select Element .
• Drag-and-drop Decision element onto the Flow designer.
• Enter a name in the Label field; the API Name will auto-populate.
• Under Outcome Details , enter the Label the API Name will auto-populate.
• Resource: {!$Record.LeadSource}
• Operator: Equals
• Value: Partner Referral
• When to Execute Outcome : Only if the record that triggered the flow to run is updated to meet the condition requirements

Step 3.3: Salesforce Flow – Adding an Assignment Element to Update Rating and Status

• Drag-and-drop the Assignment Element element onto the Flow designer.
• Enter a name in the Label field- the API Name will auto-populate.
• Field: {!$Record.Rating}
• Add Condition
• Field: {!$Record.Status}
• Value: Working – Contacted

• Click Save .
• Enter Flow Label the API Name will auto-populate.
• Click Show Advanced .
• API Version for Running the Flow : 53
• Interview Label : Record-Trigger: Lead Before Save {!$Flow.CurrentDateTime}

Step 4.1: Salesforce Flow – Define Flow Properties for After-Save Flow

• Field : Lead Source
• Operator: Euqals
• Optimize the Flow For : Action and Related Records

Step 4.2: Salesforce Flow – Add Scheduled Paths

• Under SCHEDULED PATHS , click on the New Scheduled Path .
• Under Scheduled Path Details , enter the Label the API Name will auto-populate.
• Time Source : Lead: Last Modified Date
• Offset Number : 1
• Offset Options : Minutes After

Step 4.3: Salesforce Flow – Adding an Action to Call Apex class to Trigger Lead Assignment Rule

• Drag-and-drop the Actions element onto the Flow designer.
• Select the AssignLeadsUsingAssignmentRules Apex class.
• Field: LeadIds
• Value: {!$Record.Id}

• Interview Label : Record-Trigger: Lead After Save {!$Flow.CurrentDateTime}

Proof of Concept

Now onward, if a business user updates the Lead Source to Partner Referral , Process Builder will automatically update Status , Type , and Assign it to the right user or queue based on the lead assignment rule.

Monitor Your Schedule Flow

To monitor Flows that are scheduled, navigate to the following path:

• Navigate to Setup (Gear Icon) | Environments | Monitoring | Time-Based Workflow .

• Use the Delete button to delete the time-based Flow job from the queue.

Formative Assessment:

I want to hear from you! What is one thing you learned from this post?  How do you envision applying this new knowledge in the real world? Let me know by Tweeting me at @automationchamp , or find me on LinkedIn.

Submit Query!

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9 thoughts on “ running lead assignment rules from salesforce flow ”.

It ran repeatedly, every minute, over and over again. I was getting notification email every minute when testing. I did the same steps as you mentionned, with a record triggered flow containing the apex action.

I found that this ran repeatedly, every minute, over and over again. Was easy to spot because I modified the Apex to include sending the user notification email as well – so I was getting notification email every minute when testing.

When I updated the ‘Time Source’ in the flow scheduled path from ‘Time Source: Lead: Last Modified Date’ to ‘Time Source: When Lead is Created or Updated’ that seems to have solved the problem.

Was curious if you had the same experience or if there was some other nuance happening.

It also looks like you had originally intended to use a decision element in step 4.3 but changed that to flow entry requirements, likely because the scheduled path can’t assess the prior and current values the same way the starting node can.

Thank you for sharing your valuable feedback. I have a quick question for you: When executing the Apex class, do you utilize a Record-triggered Flow or a Scheduled-triggered Flow?

after the apex class fires, noticed the lead owner is assigned to default lead owner, instead of using lead assignment rule. Any clue?

Thank you for an excellent tutorial 🙂 you solved my problem! Very much appreciated

Anyone getting issues with an error on mass updates “Apex error occurred: System.QueryException: List has more than 1 row for assignment to SObject “? if each one is called individually, I don’t understand how there is more than 1 row for assignment. Sometimes I get an email with this error only to see that the trigger actually worked for the specified record so a bit odd. Thanks!

Thank you for the great tutorial. Why add the 1 minute wait? Is that just to take avoid too much synchronous automation? Or is it required for another reason?

You’re right Kevin (to make the process asynchronous).

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Case or Lead Assignment Rules fail to set the Owner

A recently created or updated Case or Lead Assignment Rule isn't setting the Owner on new or edited Case or Lead records that appear to perfectly match the rule's criteria or formula conditions, but ownership is not being assigned.

• Be sure the Case or Lead Assignment Rule is active :

In Salesforce Classic

• Setup | Customize | Case (or Lead) | Assignment Rules

In Lightning Experience

• For Lead: Setup | Feature Settings | Marketing | Lead Assignment Rules
• For Case: Setup | Feature Settings | Service | Case Assignment Rules

See the "Active" checkbox and edit the Assignment to make it active (just one can be active at a time)

• Check the criteria or formula you have for each rule component:

Edit the different lines as needed, check logic, fields, values, etc.

• In addition to having correct criteria or formula in an active Case or Lead Assignment Rule, you also need to apply those rules for actual use. This is done in your Case and Lead page layouts.
• Setup | Customize | Case (or Lead) | Page Layouts | Edit the layout
• Setup | Object Manager | Case (or Lead) | Page Layouts | Click the Page Layout Name

Click on the Layout Properties button and select the checkboxes for the Case Assignment:

Note : To force Case assignment rules, select Default under Case Assignment Checkbox. This means end users won’t see any option to turn off case assignment when editing a case. Choose to include the 'Assign using active assignment rules' checkbox by selecting Show on edit page. If both options are chosen, the assignment checkbox is displayed and is checked by default. The default setting will force the assignment rule to run unless the checkbox is deployed and a User manually deselects the checkbox.  

Click OK and click Save.

• Cases can also be assigned to the Default Case Owner if the assignment rules fail to locate an owner (the case doesn't meet the criteria of any active rule), this might give the appearance that the Case is being assigned to the incorrect owner. Change the Default Case Owner by customizing the Support Settings . 
• The behavior of an Assignment Rule runs differently since it depends on how the record is edited, whether through Inline Editing or the Edit button.
• If Case was created via Email-to-Case, the Owner field on the Routing Address should be blank for the Assignment rule to trigger. For more information you can check this article:  Assignment Rule is not firing when Case is created through Email-to-Case

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