Distribute inbound leads to the original contact owner in the CRM

Picture this. You’re a full-stack AE who does prospecting, outreach, and engage with prospects on events. Chances are that many contacts that you engage with come back as inbound leads with meeting requests.

Isn’t it unfair if these prospects are distributed by round robin instead of getting assigned to you? Not to mention, you have better context and an established relationship with them that might work in your company's favor.

So as I keep seeing inbound lead notifications in our Slack channel along with a contact owner assigned from the CRM, I had to write about lead-to-account matching.

 
In this template, I’ll share how you can use RevenueHero and your CRM to assign inbound leads to the original contact owner.

How to automatically match a lead to the contact owner?

CRM discipline is a prerequisite for lead-to-account matching. Your sales reps need to be diligent about marking contacts they own in the CRM.

Here’s how you can use RevenueHero to set up lead-to-account matching and ensure inbound leads are assigned to their original contact owners

1. Set up matching rules

In Matching Rules, you can set up conditions for identifying when an inbound lead already has a contact owner in the CRM.

Click on “Create New Rule” and choose “Assign to Single Member” when the matching rule pop up appears. 

You will also see the Assign to Multiple Members option but it might come in handy when you’re setting up collective round robin based on lead, account, and other custom properties. We’ll cover that on another power route.

Since we’re setting contact owner matching based on contact properties, select “Contact” as the rule’s criteria and use “Prospect’s Email” as the object to be checked for a match. 

Once you proceed, you’ll get a summary of the matching rules you’ve set up along with a few additional options for conditions. 

Depending on whom you want to use as the lead’s owner you can choose between contact owner, BU owner, SDR owner, and other customer properties you may have configured in your CRM.

In the “Add Conditions” tab, you can also choose to use other conditions based on form inputs, CRM fields, and enriched data. 
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Configuring these conditions will help you skip the matching step for edge cases such as enterprise accounts, which might require a specialist and not the original contact owner.

Finally, update the property that needs to be updated in the CRM after matching and name the matching rule for simple identification when you set up the inbound router.

Note: CRM discipline is a prerequisite for lead-to-account matching. Your sales reps need to be diligent about marking contacts they own in the CRM.

2. Add the matching rule to the inbound router

The matching rules come alive only after you add them to inbound router(s) associated with forms. 

So for every meeting request page on your website, you need to configure an inbound router that brings together:

• The form you want to map to the router

• Matching rules to assign contact owners

• Distribution rules to assign sales reps

• Meeting type to map to the router

• The booking widget that needs to show

Whatever you add as a matching rule will be higher up in the pecking order and be prioritized by the inbound router. So, the distribution and redistribution rules are activated only when an inbound prospect doesn’t satisfy any matching rules.

Head to “Routers” in the Inbound nav bar and start setting up Matching Rules. Yes, the Matching Rules you’ve already added will show up here and you can just choose from the drop down.

Once you’re done adding other rules, form details, meeting type and widget setup, you can publish the router. We’ll cover distribution rules and creating an inbound router in detail with dedicated templates soon.

If you’re looking to configure more workflows and use cases that span across your GTM, check out our other power routes.