Lead Routing

This drill builds automated lead routing so every new lead is assigned to the right person immediately. Manual routing introduces delays that kill conversion rates.

Prerequisites

• Attio pipeline configured (run crm-pipeline-setup drill first)
• n8n instance running with Attio integration
• Clear ownership rules defined (by territory, deal size, source, etc.)

Steps

1. Define routing rules

Establish your routing criteria. Common rules: deals over $50K go to a senior rep, inbound leads go to the inbound team, specific industries go to the specialist, geographic territories assign by region. Document these rules before building automation.

2. Build the routing workflow in n8n

Use the n8n-triggers fundamental to set up a trigger for new deal creation in Attio. Use the n8n-workflow-basics fundamental to build the routing logic: IF nodes branch on deal value, source, industry, and geography. Each branch updates the Owner field on the deal via the Attio MCP.

3. Handle round-robin assignment

For leads that don't match specific rules, implement round-robin distribution. Use an n8n Code node to track the last-assigned rep and rotate to the next one.

4. Set up notifications

When a lead is routed, notify the assigned owner via Slack or email with deal details: company, contact, value, and source. Speed-to-lead matters.

5. Handle edge cases

Build fallback routing for: unassigned territories, owner on vacation (re-route to backup), and duplicate leads (merge with existing deal instead of creating new).

6. Monitor routing effectiveness

Track: average time from lead creation to first contact, routing accuracy (% correctly assigned), and conversion rates by assigned owner.