Lead-to-account matching and routing software automatically matches new leads to the correct account record in a customer relationship management (CRM) and then routes those leads to the correct salesperson according to the organization’s territory mapping or routing rules. Lead-to-account matching and routing enables businesses to gain a more comprehensive picture of leads and engagement within their account-based strategy, as well as follow up with captured leads at a quicker rate.
While most customer relationship management (CRM) software provide the basic functionality for lead-to-account matching and routing, specific lead-to-account matching and routing solutions help with more complex workflows that can't be maintained in CRM or marketing automation solutions. This type of software is often used by sales development representatives and account executives who might otherwise spend countless hours routing leads to the correct individuals and accounts.
Alongside saving time and valuable resources from manually matching and routing leads, lead-to-account matching and routing software also allows businesses to have cleaner and more accurate data within their CRM. This type of software automatically identifies repetitive data, which eliminates any duplicate leads found within the CRM. Additionally, with automatic routing, businesses will never lose track of new leads and can set up routing rules around account owner, account history, lead source, etc.
Lead-to-account matching and routing software is often used alongside other workflow management solutions such as account data management software and marketing automation software.
To qualify for inclusion in the Lead-to-Account Matching and Routing category, a product must:
Integrate with CRM software
Match new leads to the correct account record in a CRM
Allow customization of rules to route leads to the correct user or salesperson when the defined criteria are met
Alert or notify assigned salesperson when a matched lead is routed to them
Provide an audit trail or log history for each lead that is matched and routed
