Fast, flexible lead distribution

Routing automates lead-to-account matching, inbound lead assignment, and internal handoffs entirely within Salesforce.

Replace manual routing decisions with rules-based logic that accounts for territory ownership, rep capacity, and buying signals.

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Route every signal, inside Salesforce

Gradient Works Routing runs on native Salesforce Flow with custom actions. You get no-code rules for matching, routing, and assignment without bolting on another tool.

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Matching

Match leads to accounts before anything else happens

Lead-to-account matching keeps CRM data clean and makes sure every routing decision starts from the right record.

Routing

Route on any signal your CRM can see

Build no-code rules that react to intent data, firmographic changes, buying stage transitions, or internal handoffs. Everything lives in Flow.

Assignment

Assign with weighting, capacity, and availability

Round-robin that respects rep capacity meters and availability status. Some reps take more, others less, and nobody gets an assignment they can't work.

Audit

See every assignment with a full audit trail

Assignment Histories track every ownership change — queue-based or direct — so you can answer "who got what lead and why" without digging.

Built for the whole revenue team

Match leads to accounts, route on any signal, and assign to the right rep — all on native Salesforce Flow. No external system to maintain.

RevOps - Replace five routing tools with one Salesforce-native system.
Sales leaders - New leads reach the right reps in seconds, not hours.
Reps - Get the right inbounds fast, so you can act now instead of waiting on ops.

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"Our LeanData routing breaks constantly. I'm sure you've seen LeanData spaghetti models before — ours is a couple of New York Italian shops just dumped onto the street. With Gradient Works, we can do it a little more simply, something that's easier to control, and that's awesome."

VP Revenue Insights

"We've automated our MQL distribution process with Gradient Works, which has been instrumental to scaling our sales organization for the next stage of our company's growth."

Brandon Smith, Revenue Operations Manager, QuotaPath

"My team was doing a lot of manual work because they didn't trust the routing. They were constantly double-checking, searching Salesforce to make sure there weren't duplicates. Not anymore."

Head of Revenue Operations

Signals flow in. The right assignment flows out.

Routing takes buying signals, firmographic changes, and Bookbuilder capacity and turns them into assignments reps can actually work.

When Routing hands off an account, Bookbuilder picks it up from there. Books stay focused, and the right rep gets the right lead every time.

Routing FAQs

What is Routing?

Gradient Works Routing automates lead-to-account matching, inbound lead routing, and assignment workflows entirely within Salesforce — no separate routing tool required. It decides who gets what based on territory ownership, rep capacity, availability, and custom rules.

What does Routing handle beyond inbound leads?

Routing handles any Salesforce assignment decision: inbound MQLs, BDR-to-AE handoffs when a prospect converts to an opportunity, CSM assignments at close, opportunity escalations, and post-sale lifecycle transitions. Any record that needs to be assigned to a rep can be routed through the same rules-based logic.

How does Routing handle lead-to-account matching?

Before any routing decision is made, inbound leads are matched to existing accounts. Gradient Works' matching handles name variations, domain matching, and subsidiary relationships that standard Salesforce matching misses — so leads don't get orphaned or double-assigned because the system didn't recognize the company name.

How is Gradient Works Routing different from building routing rules in Salesforce directly?

Salesforce's native assignment rules are rigid and hard to maintain. Gradient Works Routing provides a no-code interface for building complex routing logic, including capacity constraints, round-robin with weighted distribution, and multi-signal conditions. It's also aware of book ownership and territory structure set up in Carve and Bookbuilder — so routing and assignment stay in sync.

Put Routing to work for your team

See how flexible Salesforce-native routing can be. Start free or book a walkthrough.

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