Assigning a lead is the easy part

Most routing tools stop at assignment. Gradient Works handles account scoring, lead matching, routing and follow-up analysis. It's everything you need to go from assigned lead to actual pipeline.

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Assigned isn't the same as worked

The lead fires. The assignment lands. And then nothing happens. The pipeline problems live before and after routing, not just inside it.

Leads match to the wrong account and go to the wrong rep.
High-fit inbound and low-fit junk hit the same round-robin.
The routed lead lands with a rep who has 400 accounts. It sits in the queue until it goes cold.
Territories change and routing logic breaks.
You know a lead was assigned but you can't see if the rep followed up.

One platform, from first signal to first meeting

Market Map scores your account universe against your ICP in advance. When an inbound arrives, Gradient Works matches it to the right account, which already has a fit score. Routing uses that score to prioritize: high-fit accounts get dedicated rep attention, not whoever is next in round-robin.

Once routed, Bookbuilder ensures the account lands in a book the rep has capacity to work. Unworked accounts get returned to the pool automatically. Analytics shows which routed leads converted to pipeline and where the follow-through broke down.

What customers say

"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

"The routing's working great. I love it; I set it and forget it. It's pretty great."

Revenue Operations Lead, Skyflow

Results from teams like yours

For RevOps

QuotaPath automated their entire MQL distribution with Gradient Works. One platform, one audit trail, no separate routing tool to maintain.

For sales and BDR leaders

High-fit leads land with reps who have capacity to work them. Accounts the rep lets go cold return to circulation automatically. No manager has to chase it down. Reps work the right accounts instead of the oldest ones.

For the whole team

One audit log from routing decision to pipeline outcome. When a lead goes dark, ops can see exactly who got it, when, and why.

Scoring, routing, and follow-through in one platform

Routing alone doesn't create pipeline. Gradient Works connects ICP scoring, lead assignment, book management, and analytics, so routed leads get followed up rather than buried in someone's queue.

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Lead routing FAQs

What is lead routing?

Lead routing is the process of assigning inbound leads and records to the right sales rep. Gradient Works Routing automates this entirely within Salesforce — no separate tool required. It matches leads to existing accounts first, then routes based on territory ownership, rep capacity, and custom rules.

What does Gradient Works Routing handle beyond inbound MQLs?

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 transitions. Any record that needs to be assigned can be routed through the same no-code rules engine.

Why does lead-to-account matching matter before routing?

If a lead arrives and isn't matched to its existing account first, it can get routed to the wrong rep — or create a duplicate record. Gradient Works handles name variations, domain matching, and subsidiary relationships that Salesforce's native matching misses. Matching happens before routing fires, so the right person always gets the right record.

How does Routing work with Bookbuilder?

Bookbuilder manages proactive outbound account assignment — which reps are working which accounts. Routing manages reactive inbound assignment — what happens when a lead arrives. Together they cover both directions: the accounts reps are pursuing and the prospects reaching out on their own. Inbound leads route to the rep who already owns the account.

Route the right leads. Make sure they get worked.

Connect scoring, routing, and book management in one platform.