salesforce lead assignment rule do not reassign owner

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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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Related posts.

Salesforce Lead Assignment Rules: How To Manage The Salesforce Lead

You're busy, and managing leads in Salesforce is a pain. You want to use the system but there's just too many hoops to jump through. This blog post will help you understand how salesforce lead assignment rules work and show you how they can make your life easier when assigning leads in Salesforce.

Lead assignment is a critical function in any sales organization and it has been our experience that many companies are not following these simple rules due to lack of understanding or poor training. 

We hope to help you avoid these mistakes by sharing some of the most common mistakes made when assigning leads in Salesforce with you.

What Are Salesforce Lead Assignment Rules

Salesforce lead assignment rules allow a user to specify rules that pick up a specific value from a custom object and assign it to the Contact Manager field of the Lead.

Lead assignment rules are created based on your business requirements, for example: If a prospect fills out an interest form or email marketing survey , you can automatically add their information as Leads in Salesforce, which makes them available for sales reps to follow up with.

Or maybe your company is growing rapidly and you need opportunities to be auto-assigned every time one is updated by an internal team member. In all these cases, lead assignment rules come in handy .

A lead assignment rule can be executed when a custom object record has been created, updated or deleted. It starts with a trigger and ends with an assignment rule.

For example: whenever a user updates the 'Lead Status' field on the 'Opportunity' object, update or delete (depending upon whether Lead Status is set to Closed/Lost or Reopened) the associated Contact record on the 'Cust Team' custom object.

To create this Lead Assignment Rule

• Navigate to Setup
• Leads  and click on New Assignment Rule. Give your lead assignment rule a name and select Sub Object as Opportunity then choose Trigger as Updated Opportunity Status.
• Leave Conditions as Blank and click Save.

The moment you save the lead assignment rules, Salesforce creates a picklist of Available Values with two options – Yes and No.

This is because a lead assignment rule can either create or update a record on another object, depending on the condition that you set.

Now, let's say you want to automatically create a new Lead record whenever the 'Lead Status' field on the 'Opportunity' object is set to Closed/Lost. To do this, we'll need to add an Assignment Rule. Select Assignment Rule as New Lead and choose the action as Create.

Under Object Type , select Lead and under Field Name , select Status . Leave Conditions blank and click Save .

You've now created a lead assignment rule that will automatically create a new Lead record whenever the 'Lead Status' field on the 'Opportunity' object is set to Closed/Lost.

But wait, this rule will create Leads for Closed/Lost Opportunities only. What if you also wanted to automatically create a lead whenever the Status is set to Reopened? 

Well, all you need to do is add another Assignment Rule and choose both rules as New Lead . Select the action Create under the object Salesforce creates a picklist with three options – Yes , No , and No Match. This signifies that it will either update or create records depending upon its conditions.

To edit an existing assignment rule, follow these steps:

• ‍ Navigate to Setup | Customize | Leads | Assignment Rules. The Assignment Rules page displays all of your existing rules together. You can filter this list by selecting a particular object, such as Accounts or Contacts, and then clicking on the Edit button.
• ‍ The Rule Details page for the selected rule displays. This page enables you to edit the rule's name, description, and conditions. You can also specify which objects the rule applies to, what type of action to take (such as Create or Update), and which fields on those objects to use.
• When you're finished editing, click Save.

You can also delete a lead assignment rule by following these steps:

• ‍ Navigate to Setup | Customize | Leads | Assignment Rules. The Assignment Rules page displays all of your existing rules together. You can filter this list by selecting a particular object, such as Accounts or Contacts, and then clicking on the Delete button.
• ‍ The Rule Details page for the selected rule displays . This page provides information about the rule, including the rule's name, description, and conditions.
• ‍ Click Delete to remove the rule from Salesforce. There are many different ways to use lead assignment rules in Salesforce. By creating rules that automatically update or create records on other objects, you can save time and ensure that your data is always up-to-date.

The Seven Rules Of Compliance: Salesforce Lead Assignment Policy

Now that we have covered the basics of Lead Assignment Policy, it's time to get into the specifics. Below are the seven rules of compliance for Salesforce Lead Assignment rules:

Rule 1: All leads must be assigned to a user. 

This is a basic rule and should go without saying. All leads must be assigned to a user in order for them to be worked. If you're not sure who should receive a lead, consult your company's sales process and procedures.

Rule 2: Leads must be assigned in a timely manner.

Leads should be assigned as soon as they are created in order to ensure that they are worked promptly. 

However, there may be cases where a lead expires before it has any activity. In these cases, you can either let the lead expire or reassign it to another user who may work it later on.

Rule 3: A user cannot belong to more than one owner-recipient pair in a single Salesforce organization.

A lead must be owned by one person, but that same lead can be assigned to one or more users within your team using owner-recipient pairs. 

However, no single user should appear in multiple owner-recipient relationship fields for different leads in your database. If this happens, then all recipients will receive every opportunity created from every new lead that's assigned to the problematic user! 

To avoid this, create a new lead assignment policy with the problematic user excluded. Then, create a new lead assignment policy without the problematic user and re-assign all of your leads to the appropriate users using owner-recipient pairs.

Rule 4: A user cannot be a recipient in more than one owner-recipient pair within a single Salesforce organization.

As shown by Rule 3 above, you can have an owner for a lead as well as multiple recipients on that same lead record. However, no single user should appear as both an owner and a recipient on different leads that are under the same qualifying rules. 

If this happens, then all of those leads will route directly to your Salesforce Inbox ! To avoid this, simply create a new lead assignment policy with the problematic user excluded and re-assign all of your leads to the appropriate users using owner-recipient pairs.

Rule 5: A recipient cannot be a member of more than one owner-recipient pair in a single Salesforce organization.

This is another rule that should go without saying, but just like Rules 3 and 4 above, it's important to ensure that you're not setting up multiple recipient relationships for the same user within your Salesforce instance. 

To avoid this problem, simply create a new lead assignment policy with the problematic user excluded and re-assign all of your leads to the appropriate users using owner-recipient pairs.

Rule 6: Recipients must own at least one opportunity to be considered valid.

If you're looking for the most basic rule to begin with, this is it. If recipients are not set up to own one or more opportunities, then they won't have any activities in Salesforce automatically created for them when a lead is assigned. 

This means that Leads will need to route directly into your Salesforce Inbox until you either create some activities for your team or manually assign the lead back to the original owner. 

To avoid this problem, simply create a new lead assignment policy with all of your existing recipients included and re-assign all of your leads accordingly!

Rule 7: You cannot add existing users as recipients if their user records contain fields that are incompatible with assignment policy criteria.

There may be one or more cases where you have users who are already in your system but are not set up to receive leads through your lead assignment policy. 

If you try to add these users as recipients for this newly created rule, then their accounts will show up in red because they won't meet the criteria defined in the assignment policy's qualifications field. 

To fix this problem, simply create a new lead assignment policy by including existing recipients in your Salesforce instance. Then, re-assign all of your leads accordingly!

What Are The Drawbacks Of Using Salesforce Lead Assignment Rules?

Lead Assignment rules are an extremely powerful tool inside Salesforce. They enable business users to control who can view and respond to leads, while also streamlining workflows and ensuring that important leads aren't being ignored.

However, as with all features in Salesforce, there are several drawbacks or limitations that need to be taken into account when a lead assignment rule is put into use:

• A lead has to meet the criteria of all lead assignment rules assigned to it, which might not always be possible. Imagine a Business Development Manager using a Lead Assignment Rule so they receive all high priority leads from two queues - one for new accounts and one for existing customers. But what if the lead doesn't have an account? In this case both queues would be evaluated, even though the lead should only go to one of them.
• Rules can be time consuming and complex to set up. The business user has to have a good understanding of how the rule works in order to create it.
• Rules can be overridden by other users if they have access to the lead. This means that although the Lead Assignment Rule was supposed to ensure that a specific person received the lead, it could end up going to someone else if they're faster at responding or have more seniority.

Overall, Lead Assignment Rules are an extremely valuable tool for controlling workflows and ensuring that important leads don't fall through the cracks. 

However, it's important to be aware of the drawbacks and limitations when using them in order to make sure they're being implemented in the most effective way possible.

Salesforce Lead Assignment Rules are an extremely powerful tool inside Salesforce. They enable business users to control who can view and respond to leads, while also streamlining workflows and ensuring that important leads aren't being ignored.

Himangi Lohar

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Hi. I found this article that perfectly describes the issue we are experiencing https://help.salesforce.com/s/articleView?id=000384839&type=1 When we create a lead in the website and an API is suppose to create a lead, it is assigned, but no email is firing. When I recreate the criteria in the UI, it does. However, reading the article, I do not know where to go to address the issue. I have checked all the other things: DKIM, Deliverability, etc. so I am fairly confident it is the issue that the article descibes.

#Lead Assignment Rules ","contentType":"entity","entity":{"id":"","name":"Lead Assignment Rules","type":"TOPIC","photoUrl":null,"description":null}}"> #Lead Assignment Rules

hi @Ad A ","contentType":"entity","entity":{"id":"0053A00000DWGE8QAP","name":"Ad A","type":"MENTION","photoUrl":null,"description":null}}"> @Ad A , 

The article you shared says that it's only applicable for SOAP.

Try creating some custom email notifications to work around this.

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I have a queue with two users, everytime a lead from X country is created, it is assined for this queue.

How can I reassign it to the queue's user A and next created lead to user B ?

#Salesforce Admin ","contentType":"entity","entity":{"id":"","name":"Salesforce Admin","type":"TOPIC","photoUrl":null,"description":null}}"> #Salesforce Admin   #Saleforce Administrator ","contentType":"entity","entity":{"id":"","name":"Saleforce Administrator","type":"TOPIC","photoUrl":null,"description":null}}"> #Saleforce Administrator   #Leads ","contentType":"entity","entity":{"id":"","name":"Leads","type":"TOPIC","photoUrl":null,"description":null}}"> #Leads   #Lead Assignment Rules ","contentType":"entity","entity":{"id":"","name":"Lead Assignment Rules","type":"TOPIC","photoUrl":null,"description":null}}"> #Lead Assignment Rules

So like a Round-Robin Lead Assignment Rule within the Queue itself?  

Documentation

Create a Round Robin Lead Assignment Rule

I've created a custom external id field in leads i'm using that field to upsert leads coming from external sources

But I've a scenario i need to import leads from csv but when i try to import leads using data import wizard and i cannot see my external id custom field in "match by" field

How to overcome this or do we need to use data loader ?

#Sales Cloud ","contentType":"entity","entity":{"id":"","name":"Sales Cloud","type":"TOPIC","photoUrl":null,"description":null}}"> #Sales Cloud #Salesforce Developer ","contentType":"entity","entity":{"id":"","name":"Salesforce Developer","type":"TOPIC","photoUrl":null,"description":null}}"> #Salesforce Developer #DML ","contentType":"entity","entity":{"id":"","name":"DML","type":"TOPIC","photoUrl":null,"description":null}}"> #DML #Lead Assignment Rules ","contentType":"entity","entity":{"id":"","name":"Lead Assignment Rules","type":"TOPIC","photoUrl":null,"description":null}}"> #Lead Assignment Rules

Hi @Srikanth Banoth ","contentType":"entity","entity":{"id":"0054S000001uuOfQAI","name":"Srikanth Banoth","type":"MENTION","photoUrl":null,"description":null}}"> @Srikanth Banoth ,

I have always used Data Loader for similar scenarios but looks like it is possible with Data Import Wizard as well. Check this help article - https://help.salesforce.com/s/articleView?id=sf.faq_import_general_what_is_an_external.htm&type=5

and these threads/posts:

• https://salesforcefaqs.com/update-records-using-external-id-in-salesforce/
• https://salesforce.stackexchange.com/questions/1259/how-do-you-use-an-external-id-in-the-import-wizard-to-import-child-objects-of-a

I created a lead assignment rule that follows this logic:

- If a lead has a Pardot Score over a 50 AND they are located in the United States -> Assign it to Salesperson.

- If a lead does NOT meet the criteria above -> Assign it to me

My questions is:

- if a lead goes through the lead assignment rule and gets assigned to me, and then it later matches the criteria to be assigned to salesperson, how can I set it up so that it reassigns itself to the salesperson when it meets the necessary criteria?

#SalesCloudAskAnExpert ","contentType":"entity","entity":{"id":"","name":"SalesCloudAskAnExpert","type":"TOPIC","photoUrl":null,"description":null}}"> #SalesCloudAskAnExpert

Hi @Doug Vanderbilt ","contentType":"entity","entity":{"id":"0053A00000E7ToAQAV","name":"Doug Vanderbilt","type":"MENTION","photoUrl":null,"description":null}}"> @Doug Vanderbilt

You can create a record triggered flow on when the record is created and the record is updated. Set the decision criteria rule  on lead object as - If a lead has a Pardot Score over a 50 AND they are located in the United States -> Assign it to Salesperson.

- If a lead does NOT meet the criteria above -> Assign it to owner. Save and activate the flow.

Hi trailblazers,

I have a question regarding the lead assignment rules..

How does the queue works when assigning users in lead assignment rules ? 

Sorry, what's the question regarding queues?

Is it possible with standard functionality to have a round robin set up with 6 people... but they are split up into 2 teams... 3 people per 2 products. Product 1 leads evenly distributed between 1-3 users and product 2 leads evenly distributed between 4-6 users. Any suggestions on a better way to set up that use case?  Their current set up is not evenly distributing the leads. Thank you!

#Leads ","contentType":"entity","entity":{"id":"","name":"Leads","type":"TOPIC","photoUrl":null,"description":null}}"> #Leads   #Lead Management ","contentType":"entity","entity":{"id":"","name":"Lead Management","type":"TOPIC","photoUrl":null,"description":null}}"> #Lead Management   #Lead Assignment Rules ","contentType":"entity","entity":{"id":"","name":"Lead Assignment Rules","type":"TOPIC","photoUrl":null,"description":null}}"> #Lead Assignment Rules   #Round Robin ","contentType":"entity","entity":{"id":"","name":"Round Robin","type":"TOPIC","photoUrl":null,"description":null}}"> #Round Robin   #Sales Cloud ","contentType":"entity","entity":{"id":"","name":"Sales Cloud","type":"TOPIC","photoUrl":null,"description":null}}"> #Sales Cloud

Hi Lindsay,

I've done a few lead round robin set ups in the past that worked quite well. I've never split them into groups, but I think that could be done. 

A few things to note though are:

- The sales rep who is next in line is assigned as the owner.

- You should be able to change from a sales rep to a group, to enable you to split the teams. Or you can be more specific about which leads participate in which round robins. 

Here is a link to show you the concept. Let me know if you have any questions. 

Hi there! There's an issue with my round-robin lead assignment. From what I can see so far it's isolated to Lead Source= Website. Otherwise the leads look like they are being equally routed to our 3 sales reps. Should I modify my Round Robin formula?

It's currently:

MOD(VALUE(Lead_Number__c) ,3)+1

Can you confirm what happens to the leads that aren't being assigned the way you'd expect - are they being assigned to someone?

Looking at your Lead Assignment rules, is it possible it's getting picked up by one of the earlier stages?

If not, then I think we'd need to check every step along the way, so I'd run a report to verify:

- Every lead record is being assigned an Auto Number (Lead_Number__C)

- Every lead record is being assigned a Round Robin ID

Hopefully that report will help identify the issue

Hi all, 

Has anyone successfully been able to assign prospects via a salesforce active assignment rule? 

My issue: 

I put all Pardot prospects immediately in a Salesforce Queue called unqualified prospects.

Once they hit a Pardot score of 50, the lead assignment rule runs to reassign them to sales. 

However, it never triggers when the score is updated automatically by Pardot e.g. email clicks - only by manually editing the Salesforce Lead record! This means the rule itself works.

So I created a auto rule in Pardot to say 'if in Unqualified Queue, and score greater than 50, run the active lead assignment rule.....

Still no reassignment, they just sit in the Unqualified Prospects Queue :( 

Any ideas would be most welcome. 

This would all be so much simpler if we could reassign prospects in Pardot :)

Are you Enterprises looking to automated #Lead Distribution System ","contentType":"entity","entity":{"id":"","name":"Lead Distribution System","type":"TOPIC","photoUrl":null,"description":null}}"> #Lead Distribution System , lead tracking, lead management ?

How about a solution which is more than that? How you ask? Automation just makes sure that the manual intervention by the managers is eliminated, but how about I say that you can now increase sales efficiency,  lead closures, revenue growth, avoid business leakages  and focus on growth strategies. Sounds interesting, click on the link below and see it for yourself:

https://appexchange.salesforce.com/appxListingDetail?listingId=a0N3A00000EcsLMUAZ

#SFDC Campaigns ","contentType":"entity","entity":{"id":"","name":"SFDC Campaigns","type":"TOPIC","photoUrl":null,"description":null}}"> #SFDC Campaigns #Pardot ","contentType":"entity","entity":{"id":"","name":"Pardot","type":"TOPIC","photoUrl":null,"description":null}}"> #Pardot #WebToLead ","contentType":"entity","entity":{"id":"","name":"WebToLead","type":"TOPIC","photoUrl":null,"description":null}}"> #WebToLead #Sales Automation ","contentType":"entity","entity":{"id":"","name":"Sales Automation","type":"TOPIC","photoUrl":null,"description":null}}"> #Sales Automation #Service Cloud ","contentType":"entity","entity":{"id":"","name":"Service Cloud","type":"TOPIC","photoUrl":null,"description":null}}"> #Service Cloud #Sales Cloud Enterprise ","contentType":"entity","entity":{"id":"","name":"Sales Cloud Enterprise","type":"TOPIC","photoUrl":null,"description":null}}"> #Sales Cloud Enterprise #Marketing Cloud ","contentType":"entity","entity":{"id":"","name":"Marketing Cloud","type":"TOPIC","photoUrl":null,"description":null}}"> #Marketing Cloud   #Lead Assignment Rules ","contentType":"entity","entity":{"id":"","name":"Lead Assignment Rules","type":"TOPIC","photoUrl":null,"description":null}}"> #Lead Assignment Rules #Case Assignment Rule ","contentType":"entity","entity":{"id":"","name":"Case Assignment Rule","type":"TOPIC","photoUrl":null,"description":null}}"> #Case Assignment Rule

Hi, everyone. This could have been already answered in the thread here but I can't find a way to search through it, so there it goes: what happens w/ automated email sending from a specific Pardot user (via drip programs, engagement studio programs, etc.) to their assigned prospects, if that said Pardot user is suddenly deleted? 

'Do Not Reassign Owner' checkbox gets unchecked

Do Not Reassign Owner  check box in Lead Assignment rule does not stay checked.  

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