How do you set up lead routing in Salesforce?

Salesforce routes leads with lead assignment rules for straightforward cases, and with Flow when routing depends on account ownership, round robin or working hours. Whichever you use, matching leads to existing accounts first prevents two reps from working the same company.

Salesforce Lead Routing: Assignment Rules or Flow

Assignment rules

Lead assignment rules evaluate criteria in order and assign the lead to a user or queue. Only one rule set is active at a time, and the order of entries matters, so list the most specific conditions first. They suit routing by region, size or source, and they are easy for an admin to read.

When to use Flow

Use Flow when the rules need logic assignment rules cannot express: matching a lead to an existing account and its owner, sharing leads evenly across a team, checking whether a rep is available, or creating a follow-up task in the same step. Keep the routing in one place so it is clear which mechanism decides.

Lead-to-account matching

A lead from a company you already sell to should go to that account's owner, not into the general pool. Matching on email domain or a cleaned company name, before any other rule runs, is usually the change that removes the most friction between reps.

Measure and maintain

Report on time to owner and time to first activity, and on leads sitting in queues. When territories or headcount change, update the rules the same day: stale routing is a common reason leads wait.

Want this built inside your own stack? Book a call, or ask the concierge in the nav.