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By Stacy O’Leary

I confess: I love Salesforce Lead Assignment Rules almost as much as I love the Approval Process . A good set of Lead Assignment Rules will buy you endless friends in both sales and marketing, and will make your incoming data sparkle and look perfect (even if it is not!) In this guide, I’ll be talking about the initial Lead sort, upon creation.

Salesforce Lead Assignment Rule Example

• Criteria #1: If State = California, assign to Stacy
• Criteria #2: If Country = United Kingdom, assign to Ben
• Criteria #3: If Country = France, assign to Lucy
• Criteria #4: If Annual Revenue is greater than $500,000,000 USD, assign to “High Roller Queue”

Planning Lead Assignment Rules

Discovery: questions to ask.

• Where are the new Leads coming from? Marketo? HubSpot? Other integrated systems? Web forms? Are there any examples you look at? Make friends with the people who run these systems, you need to have a good relationship because you’re going to need their help.
• What fields are populated on these newly created Leads? What fields are required? If it’s minimal, can you get more information? Generally, the more information you have, the easier it is to sort.
• What if a Lead comes in from one of your Partners? What if a Lead comes in from one of your competitors? From one of your employees? Are there any kinds of Leads that should never be distributed out to your team, like students or media inquiries? (Remember – ANYONE with access to the internet can fill out your form! They do not have to be a legitimate prospect!)
• Who is covering what territories? Do you have any territories that don’t have a sales rep yet? Do all new Leads have enough data to determine territories?
• What about the Leads that don’t meet any criteria at all? Where will they go? Who will work them?

Refining the requirements

• Our new Leads, almost always, come from Marketo . They could come from a Marketo form, or a list imported from a trade show, but Marketo is the system that pushes them to Salesforce. If a person creates their own Lead, we do not want to take it away from them.
• We always have: first name, last name, lead source, email, company, state and country. We sometimes have # of Employees, but that’s pretty much all we know about them at the moment of creation.
• Any Lead that comes in from a Partner should be directed to our channel team. We don’t want to market to competitors, employees, or students.
• We have a territory plan defined by Sales, and we’d also like to separate prospects for the UK and France, though we do not have a sales rep for those areas yet.
• If something comes in that we cannot otherwise sort, let’s put it in a holding place and let marketing send out generic nurture emails. If a person in this holding place takes interest, we can always give it to the sales team later.

• Partners (any Lead that comes in from a Partner company)
• Disqualified (any Lead that comes in from a competitor, is an employee, or is a student)
• UK + France (any Lead where Country = United Kingdom, or France)
• Unsorted (any Lead that does not meet any criteria)

Creating Lead Assignment Criteria

Leads that shouldn’t be distributed, next criteria.

The Final Empty Criteria

Activate the Lead Assignment Rules

• Leads can only be sorted by a field value at the moment it was sorted.
• The Lead Router does not auto-convert Leads to Contacts
• You cannot deactivate a User license if that person is part of the Lead Assignment Rules (even if the Lead Assignment Rules have been deactivated.)
• Create a report for yourself, for that last criteria – Leads that are unsorted. This way you can review them periodically and see if there’s enough volume to justify sorting them in a certain way.

Stacy O'Leary

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Lead Router

Website Embed

Routing Techniques

Instant Booker

Calendar Integration

Scheduling Automation

Inbound Sales

Outbound Sales

What Is Lead Routing? Strategies + Best Practices for 2024

• 21 Jun 2024

Table Of Contents

What Is Lead Routing?

Why is lead routing important for sales, how does lead routing work (5 steps), 1. geographic territory, 2. company size, 3. industry vertical, 4. product line, 5. use case/specialization, 6. lead scoring, 7. rep availability, 1. balance speed and accuracy, 2. make your routing process robust, 3. keep lead reassignment rules consistent, 4. review regularly to improve your routing, 5. use lead routing software.

Inbound lead generation is a technique that has proven its worth time and time again, making it essential to every business. After all, it facilitates a steady stream of high-quality leads, driving your revenue consistently.

However, once the leads are in, what then?

You see, this is the stage where you need to navigate the minefield of assigning leads to the wrong team member or taking too long to respond. One wrong step, and you lose the deal and, by extension, the revenue.

To avoid blowing up into pieces, consider adopting lead routing to route inbound leads to the right team member.

Here, we discuss lead routing, its importance to sales, top-performing lead routing strategies, and, most importantly, 5 best practices to help you make the most of it.

Lead routing is the process of assigning leads to your sales team based on predefined criteria. It involves planning, strategizing, and analyzing inbound leads and salespeople to drive closed deals.

It is a truth universally acknowledged when it comes to B2B buyer behavior: They expect quick responses from companies , and they handsomely reward those who do respond the quickest.

Consider this, a HBR study finds that responding to inbound leads within the first 5 minutes can increase contact rates by a whopping 900% . Unfortunately, less than 5% of the companies are able to make contact within this short window.

So, a lead routing strategy is a foolproof way to ensure the lowest lead response time. By having the right rep connect to the lead in the shortest time possible, you ensure that you’re capturing them at the peak of their interest.

Here are the benefits of lead routing:

• Improve Your Speed-To-Lead

Speed-to-Lead refers to how fast you respond to your lead. When it comes to sales, the quicker you respond to your lead, the higher the chances they’ll convert. Lead routing helps you reach your leads before your competitors do, giving you a chance to boost their experience and guide them to completing a purchase.

• Minimize Loss of High-Quality Leads

High-quality leads are purchase-ready individuals who fit your ideal buyer criteria and are highly likely to convert. By connecting them to the most suitable salesperson quickly, you increase the chances of conversion with timely, personalized engagement.

• Shorten Your Sales Cycle Length

Lead routing speeds up the sales cycles by assigning leads to suitable sales reps, ensuring quick and effective engagement. This efficiency reduces your team’s response time, helps them connect with leads before competitors, and allows them to guide leads better, shortening the sales cycle.

• Boost Your Sales Team’s Productivity

Lead routing boosts your sales team’s productivity by connecting leads to the most appropriate sales team members quickly. This targeted approach reduces delays and the chances of leads slipping through the cracks. Matching leads to the salesperson having the right expertise will improve better engagement and drive conversion rates.

• Optimizes And Enhances Revenue Growth

Lead routing optimizes and enhances revenue growth by connecting leads to the most appropriate sales team members based on aspects like expertise, availability, and location. This helps leads gain timely and relevant responses, improving their engagement, and maximizing their likelihood of making a purchase.

Now that we have covered the what and the why of lead routing, it’s time to look at the how of lead routing. Here are the steps that are typically involved.

Step 1: A potential customer visits your website

Your leads discover your website thanks to robust inbound lead generation methods such as SEO, social media marketing, and paid ads. If they like what they see and are interested in your offering, they follow the call to action and book a demo.

Step 2: They fill your website form

Next, they fill in particulars like contact details, convenient time for the demo, etc., on your website form and click submit. Once their request is registered successfully, they see a ‘We’ll get in touch soon’ message on their screen.

Step 3: Your CRM system creates a new lead

A CRM system helps you gather leads from multiple sources and track their progress through the sales funnel in a centralized location with ease, convenience, and accuracy.

So, any lead who fills out your website form has their information automatically stored in your CRM system, which can then be viewed by all teams in your organization, from sales and marketing to product development teams.

Step 4: You assign the lead to a rep

A CRM allows a sales manager to view all details regarding a lead, like company size, job designation, etc., to help distribute leads across the sales team. You can leverage specific predefined criteria, such as geography, product use case, rep availability, etc., to route leads to the most suitable sales rep.

Now, if your inbound lead volume is high, assigning leads manually to reps can be a challenge. So, consider automating it with lead routing software - we’ll be discussing this in detail soon.

Step 5: The rep reaches out to the prospect

Once the leads are assigned to your team, each rep will email or call their respective leads to book a meeting. Finally, the rep confirms a date and time for the virtual meeting, like a discovery call or demo, and sends a meeting link via email.

7 Examples of Lead Routing Strategies

How to route leads depends on you. While some sales teams might want to assign leads based on their lead score, others might want to do so based on salesperson availability. And there might be those that might route leads based on both.

To help you find the one that works for you best, here are 7 examples of lead routing strategies:

If your prospects are scattered across multiple geographies, routing your leads based on territory is a good idea. This ensures comprehensive coverage of all locations while preventing reps from overlapping efforts.

Assigning sales reps to specific regions like APAC, EMEA, or NAM will allow you to offer a more personalized and targeted approach to your leads. Reps assigned to the leads’ specific region will have a sound understanding of the local market, customer needs, regional preferences, and challenges.

Further, assigning leads to reps within the same time zone simplifies scheduling meetings and connecting at convenient times. It also facilitates in-person sales pitches, reducing the need for extensive travel and enhancing the overall sales process.

For instance, a sales rep assigned to the EMEA region will be able to manage leads in Europe, understand cultural references and nuances, and connect during the lead’s local business hours.

Company size refers to how big a company is, and this is typically ascertained based on its revenue or employee count. Broadly speaking, they can be classified into:

• Small and Medium-Sized Businesses (SMB): Have less than 100 employees with an annual revenue between $5-10 million.
• Mid-market: Have between 101-500 employees and an annual revenue between $10 million and $1 billion.
• Enterprise: Have over 1000 employees and an annual revenue of over $1 billion.

Given the fact that each of these will naturally face unique challenges and pain points, you need to route them to leads who have the right expertise and experience in managing them. For instance, where SMBs might have to work with a restricted budget, enterprises might have an extensive number of decision-makers who need to sign off on the deal.

A rep who knows the challenges that come with running a mid-market company might not know how to navigate an enterprise-level company, jeopardizing the chances of closing the deal.

Another lead routing strategy is assigning leads to reps based on their industry vertical, such as automotive, SaaS, finance, manufacturing, etc.

Sales reps well-versed in the leads' pain points, motivations, goals, and industry realities can guide the leads more confidently and build a relationship of trust.

This involves directing leads to sales reps who specialize in a specific product within your offering. This is especially beneficial if you offer a software suite that has a collection of programs and applications, each offering a distinct functionality.

Let’s take Google Workspace as an example. It comes with various offerings such as custom email for your business and collaboration tools like Calendar, Meet, Gmail, Drive, etc. In this case, a lead routing strategy based on the product line would mean routing leads to the rep who is well-versed in the relevant product.

A lead interested in Google Calendar will be assigned to a rep specialized in it, while another curious about the custom email for businesses might be routed to a separate rep knowledgeable in that particular product.

Doing this helps ensure leads receive detailed and informed guidance personalized to their individual needs. It leverages the expertise of specialized sales reps to highlight the value of your offerings and address lead queries effectively, improving engagement and conversion rates.

This involves assigning leads to sales reps based on your offering’s specific application or use case. For instance, Trello is a web-based project management application that has several use cases such as website development, daily task organization, editorial calendars, etc.

In this case, routing leads based on use cases would translate to connecting leads interested in using Trello for website development with a rep specialized in this use case. Similarly, a lead curious about how Trello can help them in event organization would be connected to another rep well-informed on this particular use case.

This ensures your leads get targeted and relevant insight specially customized to their unique challenges and goals.

Another popular lead routing strategy involves lead scoring, or assigning quantifiable values to indicate how good your leads are for your business. This score is calculated by assigning value to actions taken by your lead or the characteristics they have. Doing this allows you to quickly decide which leads to pay more attention to and how to follow up with them.

In this case, you would assign leads with high scores to experienced reps, driving the chance of a conversion. Alternatively, a lead with a high score could also prompt you to assign them to the next available rep to shorten your response time.

A study shows that inbound SDRs can manage an average of 15 leads per day. With this workload, they might not find time to get back to all leads, especially if the inbound lead volume is high.

In such a case, routing leads based on the availability of each rep in your team is a good idea. This ensures leads don’t go ignored and helps you maintain a high speed to lead.

5 Best Practices To Keep In Mind for Lead Routing

Lead routing allows you to connect leads with suitable reps instantly, in the process ensuring your sales pipelines run smoothly, generating steady revenue. That said, there are ways you can optimize your lead routing efforts.

Here are 5 lead routing best practices that will help you make the most out of this effective sales technique:

A lead routing process that brings together speed and accuracy can help drive efficiency and conversions. After all, as we mentioned earlier, connecting to leads quickly can prevent the loss of high-value leads and drive conversions.

That said, leads are people with varying preferences, goals, and pain points. And so, while a straightjacket response might help you reduce response time, it can cost you meaningful engagement. Depending on your sales process, it might be beneficial to prioritize accuracy over speed. Precision-routing leads to the most suitable and available reps ensures that each lead is matched with the best fit for their needs, even if it takes a bit more time.

Doing this is especially beneficial if:

• You have different types of customers.
• Your customers’ needs are detailed, or your sales process is lengthy.
• You function in a niche space or have a complex team structure.

Measuring your sales performance against your team’s response time can help you find a realistic balance between speed and accuracy.

Effective lead generation is the bedrock of your sales pipeline. Creating a robust lead routing process can help boost this by ensuring every lead is assigned to the right sales rep. For this, factor in elements such as:

• Buyer Personas and Ideal Customer Profiles (ICP): Creating well-rounded customer profiles can help you assign leads based on your ideal customer’s needs while also ensuring you don’t waste time on leads that don’t make a good fit for your product or service.
• Lead Qualification and Scoring Criteria: Qualifying and scoring leads helps prioritize leads effectively. Factors such as company size, budget, buying authority, and lead source can help score leads efficiently.
• Performance Tracking Tools: These help you identify inefficiencies, bottlenecks, etc. You can leverage metrics such as lead response time, revenue-per-lead, sales cycle length, customer satisfaction, and conversion rates to analyze the process's effectiveness and make improvements wherever necessary.

Reassignment refers to rerouting your leads when the most suitable sales rep can’t get to the lead in time. This is a very plausible scenario and must be factored into your lead routing strategy to ensure the process works effectively.

Analyze how much time should trigger a reassignment (30 seconds, 1 minute, etc.). Then, add it as a criterion in your lead routing software. Doing this will help you respond to leads quickly, allowing for faster conversion and an improved customer experience.

Alternatively, you can also consider sharing short introductions for each of your sales reps online and allowing the lead to access their calendars to schedule calls. This will allow them to select the sales rep they want to talk to and reduce instances of reassignment.

Keep checking in and re-evaluating your lead routing process from time to time. This is because your sales process will develop with dynamic customer needs and business growth. Reviewing your lead process periodically will help you edit or tweak it to ensure it remains relevant and effective.

Here are some benefits of regular revision:

• Helps identify inefficiencies in your lead management efforts.
• Helps optimize critical factors such as conversions, lead scoring, qualification, prioritization, and response processes.
• Helps ensure you’re leveraging the most relevant and effective criteria to route leads.

Balancing speed with accuracy, optimizing your routing process, keeping lead reassignment rules consistent and reviewing your process on a regular basis will help you get the most out of your lead routing efforts. But it all works only when you automate them.

Executing all these manually will be time consuming and load up your already heavy day.

So, consider integrating a lead routing tool into your sales tech stack. This convenient software allows you to automate the assignment of leads to the right sales rep, promoting speed and efficiency while eliminating the chance of human error.

Schedule IQ by Klenty is a lead routing tool that offers flexible routing techniques , such as:

• Owner-Based Routing: Identifies when leads already have an existing relationship with your business and assigns them to the rep listed as the account owner in the CRM.
• Form-Based Routing: Analyzes leads’ form answers to assign them to sales reps based on tech stack, location, company size, and more.
• CRM-Based Routing: Leverages CRM insights on a lead or account to assign leads to the most suitable rep.
• IP-Based Routing: Grabs the lead’s location through their IP address to route them to the right rep.

In addition to these flexible routing techniques, Schedule IQ is also the only platform to offer a drag-and-drop workflow builder that allows sales teams to quickly visualize, review, and edit their lead routing strategy. You can make changes to your routing logic in seconds and easily see how your routing strategy looks.

Lastly, Schedule IQ offers capabilities like:

• Website Calendar Embed : Simply copy-paste the embed code to easily embed your calendar directly on your website with no hassle or developer assistance. This feature allows your visitors to book meetings on your website, enhancing its functionality by allowing them to schedule calls without leaving your platform.
• Calendar Integration : Integrate your Google and Outlook calendars with Schedule IQ to allow prospects to book meetings during your available hours.
• CRM Integrations: Gain bidirectional sync with leading CRMs such as Salesforce, HubSpot, Pipedrive, and Zoho CRM. Whenever a visitor books, misses, or cancels a meeting, Schedule IQ instantly creates a contact and registers the activity into your CRM. Further, it also updates existing contacts, ownership and relevant fields to ensure your CRM is always updated.

Long story short, Schedule IQ by Klenty can help you supercharge your sales pipeline and drive revenue by facilitating the seamless allocation of leads.

To check out Schedule IQ by Klenty in action, book a demo now !

What Is Lead Routing and Scoring?

What is the lead routing rule, make scheduling meetings effortless with schedule iq.

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Chapter 11 - Sales Cloud >

• Lead Assignment Rules in Salesforce
• What is Sales Cloud in Salesforce?
• Accounts in Salesforce
• Campaign Management in Salesforce
• Contacts in Salesforce
• Salesforce Lead and Lead Processes
• Lead Conversion in Salesforce
• Opportunities in Salesforce
• Products and Pricebooks in Salesforce
• Quotes in Salesforce

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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Leads and Lags in Project Management

Fig. 1 – an example of negative lag (lead) in P6 from the ScheduleReader  

Lags are delays or waiting periods inserted between activities in a project schedule. They represent a pause or waiting time that must be observed before the succeeding task can begin.

Lags are frequently used to ensure safety, allow for resource availability, or follow specific industry regulations. For instance, in a manufacturing project, there might be a lag between assembling a product and conducting quality control checks.

Lags are typically applied to start-to-start, finish-to-start and finish-to-finish relationships. Under any of these relationships, when the lags are used for those activities whose scope of work is not well defined, the logic may not work properly.

For example, there is a large foundation that needs to be excavated for a footing, and the relationship to the footing activity is assumed as excavation SS+7 days. In this case, if the productivity of the excavation is affected due to some reason and takes more time, the footing-related works can’t be commenced. It is always better to say once the excavation works are completed considerably, then the footing-related works can be initiated.  

Fig. 2 – an example of positive lag in P6 from the ScheduleReader  

In Fig. 2, the  taping and jointing  activity has an FF with 2-day lag relationship with  double skinning works  activity. This means that the completion of the taping and jointing activity shall be 2 days after the completion of the double skinning activity.

Why Using Leads and Lags Is Not Always Beneficial?

While leads and lags are considered by some as valuable tools for optimizing timelines and for managing dependencies, using them too often might introduce risks and complexities that are bound to soon outweigh the benefits.

One of the primary cons in using leads and lags is the potential over-reliance of project managers and schedulers on these tools, which should serve as temporary adjustments. This can often lead to a sense of false security while planning the project schedules. Moreover, when project managers insert leads and lags without a very thorough understanding of the tasks, dependencies, and resource constraints, the final schedule might not be properly optimized.

The overuse and misuse of leads and lags can also interfere in the project forecasting process – when they are applied to a project, without taking the project dynamics into consideration and without a proper evaluation, they can create unrealistic expectations, which in turn can lead to delays, premature advancements, and unfulfilled promises that will disrupt the entire timeline and project flow. For example, overuse of leads can create an unrealistic and unnatural acceleration of the project timelines and set expectations for the entire team that cannot be fulfilled. This creates space for jeopardizing the quality of the overall work, due to rushed timelines.   

DCMA 14 Report in ScheduleReader

The 14-point based (Defence Contract Management Agency)  DCMA report  is a valuable tool for auditing and assessing schedule quality, including leads and lags. It is a widely adopted framework by project managers, as it highlights any potential pitfalls with the overuse of leads and lags. The Assessment analyses project schedules in order to ensure compliance with best practices and industry standards.

ScheduleReader provides a user-friendly interface to generate DCMA 14 reports for Primavera P6 schedules. 

Fig. 3 – A sample DCMA 14-point schedule report  

The report gives a brief overview of the 14 project categories that determine the project’s finish date. See how project activities are scheduled, which activities are missing resources or analyse the critical path length index.

In the sample schedule above, 7 of the 14 metrics are passed. Whereas a detailed review of the other 7 metrics needs to be made to understand the potential issues that are present in the overall construction program.

ScheduleReader plays a critical role in the audit of lags and leads in existing Primavera P6 schedules by providing a clear and visual representation of the schedule, helping auditors identify, validate, and analyse lags and leads, and facilitating collaboration and reporting to ensure the schedule aligns with project requirements.

Benefits of the report include:

• Schedule Quality Evaluation: It helps project managers evaluate the quality of their schedules, ensuring that they are in line with industry standards.
• Identification of Issues: The report identifies potential issues related to leads and lags, highlighting areas that may require adjustment.
• Compliance Verification: For projects subject to government contracts, the DCMA 14 report ensures compliance with contract requirements.

ScheduleReader is available for a  15-day free trial  period, where you can see all the features and the benefits they bring to your project.   

Leads and Lags – Best Practices

While lags and leads have legitimate uses, each instance of lags and leads other than zero should be carefully reviewed.

Lags are not suitable for representing long lead items, such as the delivery of significant equipment, as they lack progress tracking and periodic review. Additionally, lags, by default, adopt the calendar of the preceding activity.

It is a scheduling best practice to avoid positive leads (greater than zero) for finish-to-start relationships. Positive leads are used to describe linked activities that are either start-to-start or finish-to-finish that are staggered.

Leads (negative lags) are not considered a scheduling best practice and as per DCMA 14-point assessment,  leads distort the total float that is available in the schedule and can impact resource demand, outturn dates, etc.

When working with Primavera P6 for scheduling and accompanied by ScheduleReader, you can implement and audit leads and lags easily when needed, ensuring that projects stay on track and meet regulatory standards. Mastering these concepts and tools will undoubtedly increase the project management capabilities, enhance project flexibility and lead to successful project outcomes for your team.  

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How to Create Assignment Rules in Salesforce

Assignment rules are a great instrument to better organize your sales and support teams’ work.

Using assignment rules you can automate the process of assigning owners to Leads and Cases. 

Assignment rules description

There are two types of assignment rules in Salesforce: Lead Assignment Rules and Case Assignment Rules.

To better understand Salesforce terminology we’ll give you a short definition of what is a Lead and what is a  Case in Salesforce.

Lead – prospect, someone interested in your product or service, but not yet ready to buy.

Case – customer’s question, complaint, or suggestion about your product or service.

Assignment rules can help you to automatically deliver specific Cases to the right people in the team who are specialized in a certain area so that the customers receive timely and qualified responses.

It also enables you to sort cases by priority according to the customer’s support package (Platinum, Silver, etc.).

The same thing applies with lead assignment rules Salesforce – you can define which users will be assigned leads that come from your website and which users will be assigned leads that come from social media.

Assignment rules and Queue creation

Now you know what assignment rules are for, we’ll show you how to set them up.

As an example, we’ll use Case Queue and Case Assignment Rules creation in Salesforce.

To create a Case queue in Salesforce, do the following:

• Setup -> type Queue in the Quick Find box -> enter the Name and Label. 
• Leave the Queue Email field empty if you want the support employees included in the queue to receive emails when new cases are created or type the email addresses of the people who will receive this kind of notification.
• Choose Case and add it to the Selected Objects column.
• Choose members and add them to the Selected Members column -> click Save.

To create a Case assignment rule do the following:

• Go to Setup -> type Assignment Rules in the Quick Find box -> choose Case Assignment Rules -> click New -> enter the Rule Name and click Save.
• Click on the rule you just created -> click  New in the Rule Entries section.
• Sort Order – defines the order in which entries will be processed (entering “1” means that this entry will be processed first).
• Select the criteria for this rule entry.
• Choose the User to whom this rule entry will be assigned.
• Choose the Email Template this user will receive when the new case will be assigned to him -> click Save.
• Click Edit in the Rule Detail section -> mark this rule as Active ->click Save.

Don’t miss the benefits you can get from using assignment rules – give them a try on your organisation!

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How to Create a Round Robin Lead or Case Assignment Rule in Salesforce

• October 30, 2018
• Merfantz Editor
• Salesforce Admin Tutorial

In the context of Salesforce.com, the term round robin frequently comes into play when assigning Lead or Case records to users. For example, you might have five sales reps working new Leads and, as an administrator, you want to divvy out all new Leads equally among the five reps, so if you had a 100 new leads, you would want each rep to get exactly 20 Lead records.

NOTE:  This example will be for Leads, but the same concept applies to Case Assignment Rules

A round robin assignment rule allows you to equally distribute new Lead records without having to manually assign them using a rotation as shown below:

• Lead 1 goes to Sales Rep 1
• Lead 2 goes to Sales Rep 2
• Lead 3 goes to Sales Rep 3
• Lead 4 goes to Sales Rep 4
• Lead 5 goes to Sales Rep 5
• Lead 6 goes to Sales Rep 1 (notice the rotation?)
• Lead 7 goes to Sales Rep 2
• Lead 8 goes to Sales Rep 3
• ….and so on

To pull this off in Salesforce you’ll need to create two custom fields on the Lead object. The first is an Auto Number field and the second is a Formula field. You’ll see in a moment how to leverage these two fields to assign Leads.

To create our new fields go to Setup > and Type “Leads” > then select Fields

Slide down the page until you see the “New” button where you can create a custom field. Click New.

In Step 1 of the custom field wizard, pick the data type “Auto Number”

• Field Label: Lead Number
• Display Format: {0}
• Starting Number: 1
• Field Name: Lead_Number

Salesforce assigns a number to this field for each new record created in a sequence (and it’s unique). It cannot be edited by a user. As new records are created the number will increment (i.e. the first Lead is “1″, the next Lead created will get the number “2″, and so on).

Next we are going to create a formula field that will take the number generated by Salesforce and assign it a value in a range you specify in the formula.

In Step 1 of the wizard specify a Formula field.

On Step 2 of the wizard

• Field Label: Round Robin ID
• Field Name: Round_Robin_ID
• Formula Return Type: Number
• Options: 0 Decimal Places

In Step 3 you’ll write a formula with the following value:

MOD(VALUE({!Lead_Number__c}) ,3) +1

The MOD function is going to take our Lead Number, do a bit of math and return a number in a range we specify. The “3″ in the formula above means that it will return a number of 1, 2, or 3. This quick Lead View shows how the formula is taking our Lead Number field and creating a Round Robin ID.

For example if you change the “3″ in the MOD formula to “5″ you’ll get a result of either 1, 2, 3, 4, or 5 for your Round Robin ID.

Now that we have a method to tag each Lead with a Round Robin ID (number), we can leverage this in a Lead Assignment Rule by going to Setup > App Setup > Customize > Leads > Lead Assignment Rules, then click the “New” button.

On the next screen give your Lead Assignment Rule a name and click the Active checkbox and click “Save” as in the screenshot below:

On the next screen click on the Rule Name

Then click the “New” button to start entering rules.

• Sort Order: 1
• Field: Lead: Round Robin ID
• Operator: equals

Select the User to be assigned the Lead and (optionally) select an email template to notify the new owner they have just been assigned a Lead. There is an “out of the box” email template called “Leads: New assignment notification (SAMPLE)” that comes with Salesforce that is usually stored in the “Unfiled Public Email Templates” folder.

How does Sort Order come into play?

When you have a set of assignment rules, Salesforce evaluates the rule in the order you specify (i.e. the Sort Order). Salesforce checks the Lead record against the first rule (Sort Order 1), and if the criteria is a match, Salesforce reassigns the Lead to the new Owner.

If the Lead record being evaluated does not match the first rule, the Lead assignment rule checks the next rule in the sort order and continues until the criteria makes a match. We’ll expand on how to construct and best practices on Assignment Rules in a later blog post.

When you are finished, you’ll have a rule for each person that you want assigned a lead

TIP:  If you want one person to get a certain percentage of Leads, let’s say 60%, you could change your MOD formula to give you ten results. Then on your assignment rule your rule would look something like this:

If you want to manually test your rule, make sure your page layout has the checkbox “Assign using active assignment rules” displayed. If not, add it to your page layout:

Check that box and save the Lead record. Viola! Your lead should be reassigned based on the rules you have in place.

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Salesforce Assignment Rules Deep Dive

• July 7, 2022

What Are Salesforce Assignment Rules

Assignment rules are a standard feature in Salesforce used to automate the assignment of leads and cases. They can be a great alternative to manually assigning records. However, there are more than a few limitations you’ll want to be aware of. In this article we’ll discuss the benefits and limitations of Salesforce assignment rules so you can decide if they make sense for your organization. We’ll also share advice and guidance on how to effectively configure assignment rules.

The Benefits of Assignment Rules

Salesforce assignment rules are a powerful tool designed to streamline the distribution and management of leads and cases within an organization. By automating the assignment process, these rules ensure that leads and cases are instantly assigned to the most appropriate team members based on specific criteria such as product interest, priority, and geographic location. This target approach helps to accelerate response times, balance workload, improve team performance, and increase customer satisfaction. The use of assignment rules in Salesforce, therefore, represents a strategic advantage for businesses looking to optimize their sales and support workflows, ultimately driving growth and customer loyalty.

Limitations of Assignment Rules

While Salesforce assignment rules offer significant advantages, they also have limitations that organizations should be aware of:

• Limited to leads and cases : One of the most significant limitations of Salesforce assignment rules is the inability to assign standard or custom objects beyond leads and cases. This restriction often prompts organizations to look for an alternative solution that can assign any object .
• Lack of round robin assignment : They do not support round robin assignment, which is essential for most modern sales and support teams. Instead, each rule assigns records to a specific user or queue you designate.
• Lack of workload-based assignment : They don’t consider the existing workload of team members, potentially leading to an uneven distribution of leads and cases. This can result in slow response times and employee burnout.
• Lack of availability-based assignment : They don’t consider the availability of team members, resulting in leads and cases being assigned to team members that are away from work or otherwise unavailable.
• Difficult to maintain : Assignment rules can quickly become difficult to manage—even for small teams with simple assignment logic. Here’s an example of what a small portion of a typical assignment rule looks like:

Assignment rules can still be very useful despite these limitations. Continue reading to learn how assignment rules can be used to optimize your lead and case routing process.

How Assignment Rules Work

An assignment rule is a collection of conditional statements known as assignment rule entries. Each assignment rule entry contains one or more conditions and a user or queue to whom matching records will be assigned.

The Sort Order field can be used to change the order in which assignment rules are executed. Leads and cases will be evaluated against assignment rule entries in order and assigned by the first assignment rule entry that matches.

In the example above, we’ve prioritized our rules for Canada provinces (e.g. Ontario) higher than our country-wide Canada rule entry to ensure that leads from specific provinces don’t get assigned to the wrong person.

Next we’ll step you through how to actually create an assignment rule. 

How to Create Assignment Rules

You’ll need the “Customize Application” permission in order to manage assignment rules. If you don’t have this permission, contact your Salesforce administrator.

Ready to create your first assignment rule? Follow these steps:

• Login to Salesforce.
• Navigate to Setup .
• Search for “assignment rules” in Quick Find and click either Lead Assignment Rules or Case Assignment Rules .
• Click New to create a new rule.
• Name your rule and then click Save . We recommend leaving the Active box unchecked for now. 

Now you’re ready to specify how leads or cases will be assigned.

• Click on the rule you created.
• Click New to create a rule entry.
• Sort Order : this controls the order in which rules are executed.
• Criteria : you can enter one or more filters to define which records should be assigned by this rule.
• Owner : choose a user or queue to which records should be assigned. Alternatively you can check the Do Not Reassign Owner checkbox if this rule should not assign records.
• (Optional) Select an email template for notifying users of assignments.
• Click “ Save. ”
• Repeat the above steps for any additional rule entries.

Activate Your Assignment Rule

You can follow these steps to activate your assignment rule:

• Navigate to your assignment rule.
• Click the Edit
• Check the Active
• Click Save .

Keep in mind that only one assignment rule can be active at a time. We’ll discuss how your active assignment rule can be used to assign records in the next section.

What Triggers Assignment Rules in Salesforce

There is often some confusion about how and when assignment rules run. There are a few different ways these rules can be triggered:

• Creating a New Record : When a new lead or case is created, either manually or through an automated process, assignment rules can be triggered to assign the record to the appropriate user or queue.
• Updating a Record : If a record is updated and meets certain criteria set in the assignment rules, this can also trigger the reassignment of the lead or case.
• Web-to-Lead or Web-to-Case Submission : When leads or cases are generated through Salesforce’s web-to-lead or web-to-case features, assignment rules can automatically assign these incoming records.
• Data Import : When importing data into Salesforce, you can opt to apply assignment rules to the imported records, ensuring they are assigned according to the established criteria.
• API Creation or Update : Records created or updated via Salesforce’s API can also trigger assignment rules, depending on the configuration.
• Manual Triggering : Users with the appropriate permissions can manually apply assignment rules to leads or cases, either individually or in bulk.

Understanding these triggers is essential to effectively utilizing assignment rules in Salesforce, ensuring that leads and cases are assigned to the right team members promptly and efficiently.

Tips and Tricks

• It’s always a good idea to include a final rule entry with no conditions. This will be used to catch anything that didn’t match your rule criteria and assign it to a user or queue for review.
• It’s also a good idea to include a rule entry that assigns junk (e.g. spam, test records, etc.) to a queue for review and deletion.
• We recommend you test assignment rules in a sandbox before you add to your production org. However, keep in mind that assignment rules cannot be deployed from a sandbox to a production org.
• Custom formula fields can help to simplify complex assignment rules. For example, rather than entering lengthy criteria (e.g. lists of states by region) you could create a formula field instead. This would reduce your criteria from “STATE/PROVINCE EQUALS IL,IN,IA,KS,MI,MN,MO,NE,ND,OH,SD,WI” to “REGION EQUALS Midwest”.
• You can enable field history tracking on the owner field to track assignments made by your assignment rules.

Frequently Asked Questions

What happens to records that don’t meet salesforce assignment rule criteria.

These records will be assigned to whomever is designated as the default lead owner or case owner.

What are the different types of assignment rules in Salesforce?

Salesforce currently support lead and case assignment rules. Additionally, account assignment rules can be created as part of enterprise territory management.

What is the order of execution for assignment rules?

It’s important to understand exactly when assignment rules are run in relation to other events. For example, assignment rules are run after apex triggers and before workflow rules. See Salesforce’s Triggers and Order of Execution article for a comprehensive list of events and the order in which they’re executed.

How do you run assignment rules when creating or editing records using the REST API?

You can use the Sforce-Auto-Assign header when making REST API calls to control whether or not assignment rules run.

Salesforce assignment rules can be a valuables tool for many organizations. However, it’s important to understand the limitations. If you’re struggling with assignment rules it may be time to look at alternative solutions. Kubaru is a powerful automated assignment application for Salesforce. Check us out on the Salesforce AppExchange or contact us to schedule a demo.  

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Lead Assignment Rules in Salesforce

• ⏱️ 4 minutes

One of the significant aspects of the Salesforce solution is its ability to have automated workflows or process flows for most of the day-to-day business use cases. In a sales process, leads can be generated in volumes daily, and assigning those leads to the right agent or team is a cumbersome task. Leads can be created via different channels. For example, people can enquire about the service through the company website (Web to lead) or leads can be uploaded using import data wizard (Bulk upload), or leads can be created manually in the CRM application. 

The leads generated through different channels have to be assigned properly, considering the priority of the leads based on certain factors. Thus lead assignment rule is paramount because it automates the process of assigning the lead to the proper team or agent.

So, what is Assignment Rules in Salesforce?

Salesforce Assignment Rules automate lead and case distribution by routing them to specific users or queues based on criteria like geography or record type. Rules can be customized to meet your organization’s unique needs.

How to Set Up Lead Assignment Rules in Salesforce?

1. From Setup, “Quick Find” search box, type “Lead assignment.” You will be able to see “Lead Assignment Rules.”

2. Select the “New” button to create a new lead assignment rule.

3. Enter the rule name and activate the “Active” checkbox. 

4. To specify your rule criteria, open your newly created rule and select New in the Rule Entries section.

5. On this page, you have 3 tasks.

a. Step 1: Determine the order in which the rule entry will be processed – you only need to specify the sort order here. Let’s give 1 now.

b. Step 2 – Select the criteria for the rule entry – In our example, let’s take an assignment based on geography. Leads originating from the USA have to be assigned to the ‘USA Lead Management team.’ Leads generated outside the USA need to be handled by the ‘Other Countries’ team. In sort order 1, we will manage USA-based leads. So select the conditions as in the below image.

c. Step 3 – Select the user or queue to assign the lead to – here, we can assign the lead to either a user or a queue. In our example, we will assign USA-based leads to the ‘USA Lead Management queue. When you select the email template, all the members in the queue will get notified if a new lead is assigned to them.

6. Repeat processes in (5) to assign leads generated in countries other than the USA. Here, the sort order should be 2. Country NOT EQUAL to the USA.

Lead Assignment Rule: Did You Know?

• Only one active assignment rule is possible at a time. You can create multiple assignment rules, but only one can be active at a time.
• The Group, Essentials, Professional, Enterprise, Performance, Unlimited, and Developer Editions all include lead assignment rules.
• Typically an admin user with a System administrator profile will be able to set up lead assignment and routing. However, a user with a less privileged profile will need to check if they have “View Setup and Configuration” permission enabled to view the assignment rules. To create or change assignment rules, one must have “Customize Application” permission in their profile or permission set.
• In the lead page layout, if you select ‘Layout Properties,’ you can see an option for the ‘Lead Assignment Checkbox.’ You can show this option on the lead edit page.

So, basically, lead assignment rules can help ensure that your leads are handled efficiently and effectively, and they can help distribute leads evenly among your sales team.

Now, that’s all about the Lead Assignment Rules in Salesforce. If you wish to learn more about Lead assignments or anything about Salesforce, join our saasguru Slack community and talk with seasoned Salesforce professionals. 

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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 .”

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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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Warehouse Associate

• Job Number: 20144400
• Location: Edison, NJ
• Country: United States
• Date Posted: 6/19/2024
• Type: Full time
• Employment Type: Regular

Shift Schedule: Sunday-Thursday 3:00pm - 11:30pm (overtime required based on business need)

Starting rate : $22.76 per hour (inclusive of shift differential)

Bonus eligible: No

Benefits : Cardinal Health offers a wide variety of benefits and programs to support health and well-being.

• Medical, dental and vision coverage
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Application window anticipated to close:   07/14/2024 *if interested in opportunity, please submit application as soon as possible The hourly range listed is an estimate. Pay at Cardinal Health is determined by multiple factors including, but not limited to, a candidate’s geographical location, relevant education, experience and skills and an evaluation of internal pay equity.

Responsibilities

• Follow established Standard Operating Procedures (SOP’s) to process orders including accurately picking, performing quality control checks, sorting, consolidating freight, building, and wrapping pallets, packing, loading, and preparing orders for shipment.
• Pick large case items with material handling equipment or pick small unit of measure items with the assistance of robotics.
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• Complete housekeeping and inventory control tasks and maintain a clean and safe work environment.
• Work on routine assignments that require problem resolution.
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• Must be able to work overtime with little to no advance notice.
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• Adhere to site safety regulations including wearing required personal protective equipment such as steel toed safety shoes, and material handling equipment safety harness; accountable to Cardinal Health’s EHS as well as QRA policies and procedures.

What is expected of you and others at this level

• Applies acquired knowledge and skills to complete standard tasks
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• Works on routine assignments that require some problem resolution
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Candidates who are back-to-work, people with disabilities, without a college degree, and Veterans are encouraged to apply.

Cardinal Health supports an inclusive workplace that values diversity of thought, experience and background. We celebrate the power of our differences to create better solutions for our customers by ensuring employees can be their authentic selves each day. Cardinal Health is an Equal Opportunity/Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, ancestry, age, physical or mental disability, sex, sexual orientation, gender identity/expression, pregnancy, veteran status, marital status, creed, status with regard to public assistance, genetic status or any other status protected by federal, state or local law.

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Guide to lead assignment rules in Salesforce

Use SFDC lead assignment rules to get more done, create a better experience, and close deals faster.

Rachel Burns Jul 24, 2023

15 min read

Table of contents

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What are Salesforce lead assignment rules?

What if your sales team could spend their valuable time connecting with prospects and closing deals — instead of losing time doing admin work like assigning and organizing leads?

When you automate lead assignment and routing, your sales team can:

Boost sales team productivity and efficiency

Prevent high-quality leads from slipping through the cracks

Create a better experience for potential customers

Speed up your entire sales pipeline to close more deals, faster

In this blog post, we'll discuss the ins and outs of Salesforce lead assignment. We'll cover the benefits, how to plan your lead assignment strategy, and a step-by-step walkthrough of adding lead assignment rules in Salesforce. We'll also explore the power of scheduling automation to simplify and speed up lead assignment, routing, and qualification.

Key takeaways:

Lead assignment rules help sales teams boost productivity, respond to leads faster, and make better data-driven decisions. 

Matching leads with the right sales reps and teams creates a better customer experience by responding to leads faster and giving them personalized attention.

Before you set up your lead assignment rules, work with your sales, marketing, and RevOps teams to understand your lead generation processes and sales team structure.

Within Salesforce lead management settings, rule entries are the individual criteria and actions. A “lead assignment rule” refers to a set of rule entries. 

Automating lead routing , qualification, and booking with Calendly helps your team be more efficient and organized while creating a better experience for prospective customers.

6 benefits of creating lead assignment rules in Salesforce

Why should your team take the time to set up lead assignment rules in Salesforce? Here are six great reasons:

Ensure leads are assigned to the right reps and teams: Lead assignment rules mean each incoming lead is directed to the salesperson or team who has the relevant expertise and skills to engage and convert that lead. Automated lead assignment also prevents leads from falling through the cracks by making sure each lead is assigned to a rep or team, rather than relying on manual assignment.

Respond to leads faster: With lead assignment rules, leads are automatically assigned to the right salesperson, reducing response time and increasing the chances of converting leads into customers .

Boost sales team productivity: Automating lead assignment reduces manual work for RevOps teams and sales managers. Lead assignment rules also help identify and prioritize leads more likely to convert, saving time and resources that would otherwise be wasted on pursuing poor-fit leads. These time savings let sales teams focus on nurturing leads and closing deals.

Create a better customer experience: Leads can be assigned to sales reps who have relevant industry or product expertise, understand their unique needs, and can provide personalized solutions. This tailored approach creates a better experience for leads, which results in more conversions and higher customer satisfaction.

Improve sales forecasting: With well-defined lead assignment rules, you can gather more accurate data on lead distribution and conversion rates. This data can be used for sales forecasting, data driven decision-making, and resource allocation.

How to create lead assignment rules in Salesforce

Step 1: build your lead assignment strategy.

Before you go into your Salesforce instance and set up lead assignment rules, you need to figure out what exactly those rules will be. The options are limitless — where should you start?

It’s time to bring RevOps, sales, and marketing together to answer some questions:

Lead sources: Where do leads come from? Do we use marketing forms through Salesforce web-to-lead forms or a third-party integration? Are we importing leads via the data import wizard?

Sales team structure: How is the sales team structured? Are different teams or individuals specialized in specific products, industries, use cases, or regions?  

Lead data: What info do we request from new leads? Which standard and custom fields do we require?

Sales territories: How are sales territories defined? Are there specific regions, countries, or territories we should take into account for lead assignment?

Integrations : Do we have any third-party integrations with lead assignment or distribution features? Are we using those features?

Special circumstances: Are there any priority levels or tiers for leads that require special attention? For example, do we have a designated rep or queue for leads with complex needs and use cases?

Poor fits: What should we do with leads who don’t meet any of our criteria?

It’s a lot of information to gather and organize, but it’s important to learn as much as possible up front to cover every scenario and equip your sales team with accurate data. Putting this time and effort in now will pay off tenfold in productivity once your lead rules are in place!

Step 2: Set up lead assignment rules in Salesforce

You’re almost ready to enter your lead assignment rules in SFDC . First, let’s go over some terminology. We’ve been talking about lead assignment rules as individual directives: “If the lead matches X, then do Y.” Within Salesforce lead management settings, a “lead assignment rule” refers to a set of rule entries. Rule entries are the individual criteria and actions (“If X, then do Y”). An assignment rule can consist of up to 3,000 rule entries, and you can only have one active assignment rule at a time.

For example, a rule entry can assign all leads interested in a particular product to a queue of reps who are experts on that product. In Salesforce, a lead queue is essentially a bucket for unassigned leads, and you can choose which sales reps can pull leads from each queue.

Another rule entry can assign all leads from companies with over 5,000 employees to your top enterprise sales rep.

To create a lead assignment rule in Salesforce: 

From Setup, enter “Assignment Rules” in the Quick Find box, then select Lead Assignment Rules.

Enter the rule name. (Example: 2023 Standard Lead Rules)

Select “Set this as the active lead assignment rule” to activate the rule immediately.

Click Save.

Click the name of the rule you just created.

Click New in the Rule Entries section.

Enter an order number that tells Salesforce when to run this rule entry in relation to other rule entries. For example, if you want this to be the first criteria Salesforce looks at when assigning a lead, enter number one.

Select the rule criteria. What attributes must the lead have before Salesforce applies the rule entry? You can use any standard or custom field in the lead record for your criteria. For example, you want to assign leads to your U.S.-based enterprise sales team, so the company size field must be equal to or greater than 5,000 and the country field must equal the United States. You can include up to 25 filter criteria.

Choose the user or queue to be the assignee if the lead meets the criteria. For example, assign to the U.S.-based enterprise sales team queue.

Optional: Choose an email template to use when notifying the new lead owner. After you set up your lead rules, you can also use Salesforce Flow automations to notify lead owners via other channels. For example, at Calendly, we integrate Salesforce with Slack, and a workflow automatically notifies sales reps via Slack when a lead is assigned to them.

Salesforce goes through the rule entries in order until it finds one that matches the lead's info, then routes the lead accordingly. 

Let's say you have small business, mid-market, and enterprise sales team queues. Your first three rule entries would match company size to each of those three queues. If they don't have a company size listed, or the company size doesn't match any of the values in your rule entries, Salesforce will move on to the industry rule entries.

To make sure no leads fall through the cracks, you also need to set a default lead owner. If the assignment rules fail to locate an owner, or you don’t set up assignment rules, web-generated leads are assigned to the default lead owner.

To select a default lead owner:

From Setup, enter “Lead Settings” in the Quick Find box, then select Lead Settings and click Edit.

Define the Default Lead Owner. The Default Lead Owner can be a specific user or a queue.

Save your settings.

Salesforce lead assignment rule examples

As we mentioned earlier, your rule entries can include up to 25 filter criteria.

Simple rules include just one filter criteria:

By country or state/province: Route leads from specific states or countries to sales representatives who understand the regional market. You need this rule if your team uses sales territories to divide leads. For example, if the state/province equals Alaska, Arizona, California, Hawaii, Nevada, Oregon, or Washington, assign the lead to the West Coast queue.

By language: Assign leads to sales reps who speak the same language.

By industry: Assign leads from different industries to salespeople who have experience working with those industries.

By company size: Assign leads based on the size of the company, assigning larger companies to a dedicated enterprise sales team.

Complex rules use two or more filter criteria. For example, you could route leads from specific states or provinces to salespeople based on their sales territory and the company size. If you have a particular rep (Bob) working enterprise leads on the West Coast, your filter criteria could say: If the state/province equals Alaska, Arizona, California, Hawaii, Nevada, Oregon, or Washington, and the company size equals greater than 5,000, assign the lead to Bob.

These are just a few examples. Lead assignment rules can be customized to fit your team’s and customers’ needs. Review your strategy to choose the right combination of criteria for your sales processes, products, and customers.

What does the built-in Salesforce lead process look like in action?

A website visitor named Nora fills out a contact form to learn more about your product. She shares her name, email address, company name (Acme Inc.), and company size. You use Salesforce’s built-in web-to-lead forms , so Nora’s form submission automatically creates a lead record.

Your team has set up lead assignment rules that assign leads to sales queues based on their company size. Acme Inc. has 5,000 employees, so Nora is automatically assigned to the enterprise sales team queue.

Enterprise sales team queue members receive an email notification that a new lead has been added to the queue. Taylor, an enterprise sales rep in Acme Inc.’s territory, assigns Nora’s lead record to themself.

Taylor emails Nora to set up a qualification call.

Nora, who has been waiting to hear back from your team, agrees to meet with Taylor. After some email back-and-forth, they find a time that works.

What are the limitations of Salesforce’s built-in lead assignment rules?

Salesforce’s built-in lead assignment rules are a great place to start, but there are a few critical limitations, especially for enterprise sales teams:

Single level of evaluation: Salesforce assignment rules operate based on a single level of evaluation, meaning that once a rule matches the criteria and assigns a lead, the evaluation process stops. Your team might miss out on important info, like a complex use case or unique industry, when matching the lead with a rep.

No built-in round robin distribution: Round robin lead distribution is the process of assigning leads to reps based on factors like team member availability or equal distribution for a balanced workload. Salesforce lead assignment rules don't include an easy way to set up round robin distribution — you need an additional tool like Pardot, one of the round robin apps on AppExchange , complex Apex code , or a third-party lead routing platform .

No lead escalation settings: Lead escalation is the process of flagging a lead to higher levels of management or specialized teams for further assistance or action. This process comes into play when a lead requires additional attention or intervention beyond the assigned salesperson or team's capabilities. Unfortunately, Salesforce doesn’t have built-in settings for lead escalation rules. If your customer success team uses Service Cloud, you can set up escalation rules for customer support case escalations, but this feature isn’t included in Sales Cloud.

High maintenance for large organizations: Managing and maintaining a comprehensive set of assignment rules can become challenging and time-consuming in large organizations with complex sales structures and multiple teams or regions. Sure, you can include up to 3,000 rule entries in a single lead assignment rule, but that’s a lot to set up and keep up to date — especially if you’re trying to save your team time, not add to their workload.

Built-in Salesforce lead assignment rules and automations are a solid starting point, but what about automating lead qualification and booking? If you use Salesforce on its own, your reps might still spend a ton of time on lead reassignment to balance their workload, manual lead qualification, and email back-and-forths to schedule sales calls.

That’s where Calendly comes in.

How to automate lead assignment, qualification, and booking with Calendly

Your scheduling automation platform can be an excellent lead generation, qualification, and routing tool — especially when it integrates with Salesforce. Calendly’s Salesforce integration helps your team be more efficient and organized while creating a better experience for prospective customers.

When a lead books a meeting via a sales rep or team’s Calendly booking page, Salesforce automatically creates a new lead, contact, or opportunity. If the lead already exists in your Salesforce instance, the event is added to the lead’s existing record, so you don’t end up with duplicate lead records or time-consuming manual reassignment.

What if you don’t want to let just anyone book a meeting with your team? When you add Calendly Routing to your marketing forms, you can show scheduling pages only to leads who meet your qualifications, like prospects from specific industries or companies of a certain size. That way, your busy team can spend time on the most valuable deals.

Calendly Routing works with HubSpot , Marketo , Pardot , and Calendly forms and is built for your Salesforce CRM. You can use any form field (email, domain, company name) in any Salesforce standard object to match visitors with their account owner. Account lookups let you send known leads or customers from your website form directly to their account owner’s booking page, without needing to manually reassign leads to the right rep.

Remember the lead assignment example we walked through earlier featuring Nora from Acme Inc.? Here's what that process looks like when you add Calendly:

Nora fills out your “contact sales” form, which is already built in HubSpot, connected to Calendly Routing , and enriched with Clearbit .

She enters her email address in the form, and Clearbit fills in the company name, size, and industry. This shortens the form, so Nora only has to input her name and job title.

Calendly checks to see if Acme Inc. has an account in your Salesforce instance. They don’t, so the next step is lead qualification .

Based on Nora’s information — company size, industry, job title — she’s a highly qualified lead, so she’s automatically routed to the booking page for your enterprise sales team.

Nora is happy about that, and immediately books a meeting time that works for her, with the exact team she needs to talk to.

On the backend, Calendly’s Round Robin meeting distribution is set to optimize for availability, so it assigns the meeting to the first available sales rep — in this case, Taylor. This automation helps your team respond to meeting requests faster, hold initial sales calls sooner, and balance the workload across reps.

Calendly creates a lead record in Salesforce with the info Nora entered into your website form (including the data from Clearbit) and an activity log of any meetings she books with your team via Calendly. Salesforce automatically makes Taylor the lead owner.

If you were relying on Salesforce’s built-in lead assignment rules, Nora’s lead record would have gone to an enterprise sales queue, and she would have had to wait for a rep to pick up the lead and reach out to her to book a meeting.

“ A good tool is one that’s so simple, sales reps can basically forget about it and let the meetings roll in. That’s essentially what happened when we implemented Calendly. ”

Sales Enablement Manager at SignPost

What happens if a lead doesn’t qualify for a meeting? Instead of sending them to a booking page, you can display a custom message with next steps, ask them for more information, or redirect them to a specific URL, like a piece of gated content or a webinar signup page.

Automating lead assignment with Calendly Routing has been a game changer for RCReports , a compensation analysis solution for accountants and business valuators. Before connecting Calendly Routing with their Salesforce instance, RCReports’ AEs spent at least five hours a month reassigning leads booked on the wrong calendar. This created a disjointed customer experience and frustration for the sales and marketing teams.

“ Now that we’ve implemented Calendly’s routing feature with Salesforce integration, demos are always booked with the correct AE, reducing friction for both our team and the customer. ”

Abbie Deaver

Director of Marketing at RCReports

Users on Calendly’s Teams plan and above can connect Calendly to Salesforce. The full suite of Salesforce routing features , including routing by Salesforce ownership, is available on Calendly’s Enterprise plan.

To learn more about Calendly Routing, get in touch with our sales team .

Spend less time on manual lead assignment and more time closing deals

When you automate Salesforce lead assignment and routing, high-value leads stop slipping through the cracks, the workload is balanced across the team, leads are matched with the sales reps best equipped to help them, and team members have more time to focus on connecting with prospects and closing deals. 

The results? A more productive team, faster sales cycle, higher conversion rates, and better customer experience.

Webinar: How Calendly Uses Calendly to Close More Deals

Rachel Burns

Rachel is a Content Marketing Manager at Calendly. When she’s not writing, you can find her rescuing dogs, baking something, or extolling the virtue of the Oxford comma.

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Ascending order is a way of arranging items or numbers in increasing order. It is the opposite of descending order, where the items or numbers are arranged in decreasing order. When arranging in ascending order, you start with the lowest value or item and progressively move towards the highest value or item.

Why is ascending order important in programming?

In programming, ascending order is crucial for various reasons. One primary use is sorting data. By arranging data in ascending order, you can easily find the smallest or lowest value. This can be helpful when searching for the minimum or performing other operations that require finding the smallest element in a collection.

Can ascending order be used in algorithms?

Yes, ascending order is commonly used in algorithms to solve various problems efficiently. For example, sorting algorithms like Bubble Sort, Insertion Sort, and Merge Sort rely on arranging elements in ascending order. By organizing the data in this way, algorithms can easily find minimum or maximum values, perform binary searches, or identify patterns.

How does ascending order affect search algorithms?

Ascending order greatly impacts search algorithms, especially when using techniques like binary search. Binary search is a divide-and-conquer algorithm that requires the data to be sorted in ascending order. It repeatedly divides the sorted array in half to efficiently locate the target element. Without the ascending order, the algorithm would not work correctly.

Is ascending order important in data visualization?

Ascending order plays a significant role in data visualization. When creating charts or graphs, arranging data in ascending order can provide a clearer representation of trends and patterns. For example, in a bar chart comparing sales figures for different products, arranging the bars in ascending order helps identify the highest and lowest performers briefly.

Can a string list be sorted in ascending order by length?

Yes, it is possible to sort a list of strings in ascending order based on their lengths. In many programming languages, you can use a custom comparison function or lambda expression to sort the strings based on their lengths.

Can ascending order be used to arrange elements in a binary search tree?

Yes, ascending order is commonly used to arrange elements in a binary search tree. In a binary search tree, each left child node has a lesser value than its parent node, while each right child node has a greater value. This arrangement allows for efficient searching and traversal of the tree.

How can ascending order be utilized in financial calculations?

Ascending order can be utilized in financial calculations in various ways. For example, when calculating the net present value (NPV) of cash flows, arranging the cash flows in ascending order based on their time periods can help in the accuracy and efficiency of the calculation.

Can ascending order determine the order of execution in parallel computing?

Yes, ascending order can be used to determine the order of execution in parallel computing. By assigning a numerical or timestamp-based priority to tasks or threads, parallel computing systems can prioritize their execution in ascending order to ensure optimal resource allocation and synchronization.

How does ascending order impact efficiency of algorithms that involve graph traversal?

Ascending order may or may not impact the efficiency of algorithms that involve graph traversal, depending on the specific algorithm being used. In some cases, organizing the graph elements in ascending order can help optimize certain traversal algorithms, such as depth-first search or breadth-first search, by ensuring a consistent and predictable order of exploration.

Can ascending order determine the order of operations in mathematical expressions?

Ascending order is not typically used to determine the order of operations in mathematical expressions. The order of operations in mathematics is determined by rules such as parentheses, exponents, multiplication, division, addition, and subtraction, which follow a specific hierarchy and are not related to ascending or descending order.

Is ascending order useful in recommendation systems?

Ascending order can be useful in recommendation systems when sorting recommendations based on user preferences, ratings, or relevance. By presenting recommendations in ascending order, users can easily identify and explore options that align with their desired criteria.

Can ascending order be applied in load balancing algorithms for distributed systems?

Yes, ascending order can be used in load balancing algorithms for distributed systems. Load balancing algorithms distribute workload among multiple servers or nodes to optimize resource utilization. Sorting the available nodes in ascending order based on their current load or capacity can help evenly distribute the workload and prevent overloading on specific nodes.

Can ascending order be utilized in compression algorithms?

In compression algorithms, ascending order is not typically used directly. Compression algorithms aim to reduce the size of data by encoding repetitive patterns or exploiting statistical properties. However, in some cases, sorting data in ascending order might lead to more compressible patterns, indirectly benefiting compression algorithms.

How does ascending order influence allocation of resources in resource management systems?

Ascending order can play a role in resource management systems when allocating limited resources such as memory, control processing unit (CPU) time, or network bandwidth. Sorting resource requests in ascending order based on certain criteria (e.g., request size or priority) helps ensure fair distribution and efficient utilization of available resources.

Does ascending order dictate execution order in multi-threaded programming?

Ascending order can be utilized to determine the order of execution in multi-threaded programming scenarios where specific ordering or synchronization is required. By assigning numerical priorities or timestamps to threads, the threads can be scheduled and executed in ascending order based on these criteria.

Can a hash table data structure arrange elements in ascending order?

Ascending order is not typically used to arrange elements in a hash table data structure. Hash tables use hash functions to map keys to specific locations in an array, and the order of elements within the table is generally not determined by their values.

How does ascending order affect connected components determination in graph algorithms?

Ascending order does not directly influence the determination of connected components in graph algorithms. Algorithms like depth-first search or breadth-first search identify connected components based on traversing the graph structure, regardless of the order of vertices or edges.

Can ascending order help determine a dataset's median in statistical analysis?

Yes, ascending order can be utilized in statistical analysis to determine the median of a dataset. By arranging the data in ascending order, it becomes easier to identify the middle value(s) or calculate the median more efficiently.

Does ascending order determine execution order in event-driven simulations?

Yes, ascending order can be used to determine the order of execution in event-driven simulations. By assigning timestamps or priorities to events, the simulation engine can process events in ascending order, ensuring a specific temporal order of event execution.

This glossary is provided for reference purposes only. It serves as a helpful resource to understand commonly used terms and concepts. However, if you require specific support or assistance regarding our products, we encourage you to visit our dedicated support site . Our support team is ready to help address any questions or concerns you may have.

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While every effort has been made to ensure accuracy, this glossary is provided for reference purposes only and may contain errors or inaccuracies. It serves as a general resource for understanding commonly used terms and concepts. For precise information or assistance regarding our products, we recommend visiting our dedicated support site , where our team is readily available to address any questions or concerns you may have.

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