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Lead distribution software is a tool that helps salespeople and marketers route leads to the correct rep or team. The top software streamline lead distribution by scoring leads on preset criteria and automating assignments to agents based on predefined rules. There are dozens of lead distribution options available spanning both sales and marketing automation software; we’ve evaluated the top tools to help you find the one that best fits your organization’s needs.
Here are the best lead distribution software to consider:
Per our evaluation, Zoho CRM is the best lead distribution software, with a first-place tie for integrations and above-average scores in other categories. Read on to see how every lead distribution option fared across all six criteria, including their primary use cases, subscription plans, and key features.
Note: All monthly prices are with a one-year commitment unless noted.
Helps you automatically distribute leads from social media, web forms, email, and more.
Zoho CRM is a fully-featured CRM and multichannel marketing software that automates lead distribution across social media, web forms, email, and more. Use its free tier to set routing triggers for social media engagement and integrate these rules into your workflow. Upgrade to higher tiers to create lead assignment rules specifically for inbound leads and leverage Zia AI’s assignment suggestions, which are based on robust data mining results.
While Zoho CRM is our best pick for lead distribution software, it has a steep learning curve and customization options that can be overwhelming. If you need a more user-friendly alternative, check out EngageBay, which offers a native social suite and 360-degree contact tracking tool.
Allows you to assign leads automatically via territory-based rules and in-app call routing.
Freshworks' Freshsales is a leading CRM with workflow automation available in all paid plans and robust lead routing features in its Pro and Enterprise tiers. Its territory management system allows sales managers to distribute leads based on geography, industry, or other pre-defined criteria. Plus, each territory can get its own phone number for easier routing via Freshsales’ built-in phone. You can even score leads using Freshsales' AI-powered automations.
Freshsales is our top-rated CRM software in general, but it lacks some built-in marketing tools for lead management. If you’re looking for a platform that has strong marketing features across tiers, try Zoho CRM, which offers enterprise-level territory management.
Offers workflow automations and intelligent conversation routing for inbound chat and email.
HubSpot CRM is a popular CRM offering a robust free option as well as premium tiers with lead distribution and workflow features such as automated lead rotation and customizable scoring criteria. Set your routing rules so incoming conversations via chat and emails are automatically routed to specific sales reps or teams. Then use its free battle card tool to organize information about your leads, products, services, and competitors in one place so you can focus on pitching.
Although HubSpot offers a fully-featured free platform, it has limited workflow automation. If you need lead distribution software that offers automation for sales and marketing, look into Zoho CRM, which integrates with Zoho SalesIQ and Zoho Mail for chat and email routing.
Helps phone-based reps reduce response times and maintain contact with their assigned leads.
Bitrix24 is a cloud-based CRM with unlimited open channel settings, so sales teams can connect with leads across the phone as well as Telegram, Slack, Facebook Messenger, and other messaging platforms. Route chat conversations or inbound phone queries to all available online agents to reduce response times. You can also use intelligent routing to ensure leads are matched with specific account managers according to the lead’s location or the rep’s expertise.
While Bitrix24 is a great option for phone-based sales reps, its user interface isn’t the best. If you need lead distribution software that’s more intuitive to use and set up, try Freshsales, which is our best overall call center CRM.
Offers tools for sales teams to delegate tasks and reduce gaps or errors in communication.
EngageBay All-in-One is an integrated sales and marketing platform that helps teams organize and manage leads. Assign leads automatically to sales reps by setting up rules and re-assign them to different teams if needed. Segment your teams into groups and automatically sync their calendars so you can see which rep is free. Then, route calls to reps directly from the CRM and allow them to record calls, collect information, and see all touch points from a single page.
While EngageBay is an excellent team management tool, its reporting features can be cumbersome. If you need a lead distribution software that offers robust reports and dashboards, check out Salesforce, which is great for internal collaboration.
Offers flexible fields to create custom lead distribution rules and automate sales processes.
Salesforce Sales Cloud is cloud-based software with advanced lead distribution tools powered by its built-in AI. Customize your routing rules and assign hot leads to the right reps, and at the same time view the impact of your marketing strategies via campaign reports and dashboards. Automatically capture your lead’s activities and sync them to your calendar via Einstein AI to find the right time to make a sales pitch and create workflows based on this information.
Salesforce offers powerful lead routing and automation features, but its marketing tools need upgrades or integrations. For a lead distribution tool packed with native marketing features, try Zoho CRM, which also has Zia AI.
The best lead routing platform options offer these tools:
Screen and qualify captured inbound leads to determine whether they’re a good fit based on predetermined criteria and should be assigned to a sales representative.
The best lead distribution software are either CRMs, marketing automation software, or lead routing tools that integrate with CRMs, all of which include lead distribution or workflow automation as a primary function. When evaluating the best, we scored each quantitatively across six weighted categories to arrive at an overall score for every lead routing tool, including the identification of primary use cases for each.
We first assessed cost and core features, followed by each software’s accessibility in terms of ease of use and customer support offered. Finally, customization options and third-party integrations rounded out our scoring criteria.
This includes subscription rates across tiers, billing options, and free options (trials, demos, and/or free-for-life platforms).
We looked at each software’s core features for functions ranging from lead capture and routing to lead scoring and touchpoint scheduling.
We not only tried the software ourselves, but we also combed through real user reviews regarding implementation and daily use on sites like Capterra, G2, and TrustRadius. Then, we checked the availability of their knowledge base and learning resources.
This takes into account the depth of each software’s support channels via phone, email, and live chat. We also assessed feedback from verified users on G2 and Capterra.
We looked into how each lead routing software can be tailored in terms of web forms, workflows, reports, dashboards, and more.
We considered how much each lead routing software’s feature set can be enhanced via individual third-party apps and app connectors like Zapier.
Lead distribution software automates the assignment process to reduce the likelihood of any prospect being ignored or overlooked. All of the top options we’ve featured in our list are CRMs that have built-in lead routing tools on top of their robust lead management features and core CRM functions. If you’re specifically looking for a software or a CRM with lead scoring capabilities, read our independent editorial review on the best lead scoring software.
Alison is a Philadelphia-based technology writer for Selling Signals. She has 15 years of experience in the digital space, and her specialties include comparison guides and reviews across CRM, ecommerce, and various SaaS products. In her free time, Alison has received two HubSpot certifications plus a TEFL certification, as well as leads an online martial arts learning program.
Selling Signals delivers actionable advice for sales and marketing professionals. Learn strategies that help you hit targets, strengthen customer relationships, and win more business. Get expert advice on lead generation, sales processes, CRM software, sales management, and account management directly to your inbox.
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