When a business has more than one sales representative to deal with the inbound leads, and a new lead comes in, it falls upon the organization to assign it to a particular sales rep. This is called lead assignment or lead routing.  

According to a survey by LeanData, over 25% of B2B leads are assigned to the wrong sales representative. Therefore, lead routing is a strategic process where new leads are matched with the right sales rep at the organization to take the appropriate action.  

Businesses aiming for a competitive edge must consider several key criteria before assigning a lead to a rep. Some of them are: 

  1. Geographical Location: Assigning the sales rep near the prospect’s location makes it easier for them to meet as and when needed. 
  2. Deal Value: The value of a deal determines whether the prospective client needs extensive assistance or it will be a quick transaction. This helps prevent the wastage of resources. 
  3. Expertise: If the prospect has specific doubts regarding a niche industry or a particular use case, a sales rep who is well-versed in answering these questions must be assigned. 
  4. Dedicated Service: When a business has a wide range of products and services, several sales representatives may be dedicated to a particular offering. If a prospect is interested in a particular service, that rep must be assigned. 
  5. Deal Complexity: In a B2B business, deals can vary from a simple single-time transaction to a comprehensive multi-year, multi-product agreement that requires a dedicated team. Therefore, judging by the deal’s complexity, the business must either choose to handle them through email marketing campaigns or assign a particular rep. 
  6. Targeted Accounts: If the business has assigned some sales reps to key accounts, the lead must be routed to the appropriate rep dealing with that account. 

While lead routing was conventionally done by making an alphabetically arranged list of sales reps and assigning the lead to the next in line, most modern systems are based on various lead assignment rules or algorithms.

Looking into : Chili Piper x Ring Lead x LeadAngel

Features Chilipiper Ring Lead Leadangel
Data Matching  
Inbound Lead Routing  
Account Based lead Routing
ABM Engagement
Lead-to-Account Matching
Round Robin Lead Assignment
Customizable tiebreaks  
Advanced Lead Processing
Account Routing
Email Reminders    
Salesforce integration      
Automation Scheduling    
Lead to contact conversion  
Route and Assign leads to the salesrep      
Route objects in Salesforce  
Fuzzy Matching Algorithm      
Task/Opportunity Creation    
Lead Capture  
Lead Segmentation    
Open API Integration  
Batch Router (Bulk Routing)  
Real Time Lead Router      
Lead Dedupe and Merge    
Account Dedupe  
Virtual Account (Non CRM)  
Lead Scoring  
Lead Escalation (Lead Reassigning)  
Sales Person Affinity (historical sales rep routing)  
Pricing User Based + Platform Fee User Based Flat Platform Fee
Lead Matching  
Detailed Lead Routing Reporting    
Account and Opportunity Conversion  

Chili Piper 

Chili Piper is a Salesforce lead routing software that is easy to use and does not require the user to get certified. 

The software’s interface has two components – rulesets and teams- that combinedly make up a router. The user can create rules (algorithm) for the lead routing with rule sets, like round-robin assignment and more. 

By creating the team, the user decides who will receive the lead. Under this, they can choose whom to assign and adjust the weighting.  


  • Instant routing for Salesforce leads 
  • Email and slack notifications for following up 
  • Easy to set up and use 
  • Fair and weighted lead assignment 
  • Great client support  


  • Not great for complex lead routing or Account Based routing
  • Need to have Salesforce in CRM 
  • Still in early versions 


RingLead is a fully automated lead routing software that provides complete visibility and control on the lead-sales rep process with customizable workflows and a route engine that seamlessly connects with CRMs like Salesforce, Pardot, Marketo and Eloqua to ensure a worry-free process.  

Through RingLead, the user can use account segmentation and fields like the lead’s NAICS code, the technology used and company size in the lead assignment logic.  


  • Clears extensive records for solving data challenges 
  • Detailed analytics and reporting 
  • Feedback capture 
  • Integrates several CRM 
  • Fully automated lead segmenting, scoring, and routing 


  • Most expensive 
  • Only notifies the primary user 
  • Not-so accurate automatic de-duping 
  • Not intuitive 
  • Steep learning curve 


LeadAngel is an advanced machine learning-based lead routing software that allows routing based on the organizational structure and desired rule sets. 

LeadAngel allows routing leads, accounts, contacts, and opportunities segments based on company size, location, industry, and more and distributing them through round-robin assignment and other algorithms.  


  • Best in Class lead to account matching 
  • Open API integration 
  • Realtime and Batch lead routing 
  • Auto Conversion and Data Dedupe 
  • Easy to use and maintain 
  • Simple pricing structure


  • No lead capture support 
  • Offers only one tier for lead routing

Choose the best lead assignment rules for your B2B brand

There are hundreds of software in the market today that provide lead assignments. But which of them is right for your B2B business? 

The answer to this question depends on many factors as each organization is distinct and has unique needs that may not apply to others. 

Therefore, we recommend taking the time to consider the features of the above-mentioned lead routing software, what your business’ needs are and what are the costs involved. 

We hope these details will help you make an informed decision. Further, we believe a quick demo will also help you make a smart move. Book a slot for demo and learn how you can turbocharge your sales with relative ease. 

Contact for “Request a Free Trial” section on the blog pages

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In addition to exploring the platform, we recommend visiting our LeadAngel Help Center for in-depth guidance.  Our dedicated customer support team is also available to answer any questions you may have at sales@leadangel.com.