Lead routing
Route qualified inbound leads by ownership, territory, round-robin, deal size, or custom logic. Every booked meeting arrives with the context that produced it.
Routing decides which rep gets a qualified lead, and it happens during the conversation rather than afterwards. Julian supports routing by account ownership, territory, round-robin, deal size, and custom logic — and rules update automatically when territories change or team members move, so you're not maintaining CRM workflows by hand. Every booked meeting arrives with the context that produced it.
Routing criteria
| Criterion | Use when |
|---|---|
| Ownership-based | The account already has an owner in your CRM |
| Territory-based | You split by geography or strategic region |
| Round-robin | Distributing net-new evenly across available reps |
| Deal size | Opportunity value should determine seniority of rep |
| Custom logic | Your model doesn't fit the above |
Account ownership should take precedence over everything else. A lead from an account a rep already works must reach that rep, not the next name in a round-robin. Getting this wrong is the routing failure that damages internal trust fastest.
Built-in or bring your own router
Two options, and both are legitimate:
Julian routes directly
Configure ownership, territory, round-robin, deal size, or custom rules in 11x. Fewer moving parts.
Bring your own router
Hand off to an existing router such as ChiliPiper and let it make the assignment. Keeps one routing source of truth if you already have complex logic.
If you already run a router with logic your team trusts, keep it. Duplicating routing logic in two systems is how leads end up assigned twice or not at all.
The handoff payload
Routing a lead without context wastes the qualification. Every booked meeting should include what the prospect needs, how they qualified, and why now.
| Include | So the rep can |
|---|---|
| Transcript | See exactly what was said and promised |
| Qualification result and reasoning | Understand why this lead cleared the bar |
| Discovery answers | Avoid re-asking what's already answered |
| Recommended next step | Meet the expectation Julian set |
| Engagement context | Know how they arrived and what they looked at |
A rep who receives only a calendar invite has lost the entire value of the qualification. Verify the payload during testing by asking a receiving rep whether they had enough to run the meeting.
Rules that maintain themselves
Routing rules update automatically when territories change or team members transition, which removes the usual manual CRM workflow maintenance.
That said, it depends on your CRM being accurate. Ownership and territory come from there — if they're stale in the CRM, routing inherits the staleness.
Setup
Map ownership and territory in the CRM
Routing reads these. Audit coverage before relying on them. See Salesforce or HubSpot.
Order your rules, ownership first
Then territory, then deal size, then round-robin as the fallback for unowned net-new.
Connect rep calendars
Routing to a rep without a connected calendar produces a booking failure. Every receiving rep needs one.
Define the handoff payload
Confirm what the rep actually receives.
Wire notifications
Alert the assigned rep directly, not just a channel. See Slack.
Test both paths
An owned account and an unowned one. Confirm each lands where you expect.
11x does not publish its fallback behaviour for the case where no routing rule matches. Define an explicit catch-all rule yourself rather than assuming a sensible default — and confirm the behaviour with support if it matters to your setup.