6 Best Lead Distribution Software for Lead Routing 2023

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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:

Zoho CRM: Best for multichannel lead routing and management (free starting price)
Freshsales: Best for automatic lead distribution by sales territory (free starting price)
HubSpot CRM: Best software for inbound chat and email routing (free starting price)
Bitrix24: Best for routing inbound phone calls to live sales agents (free starting price)
EngageBay: Best lead distribution software for team collaboration (free starting price)
Salesforce: Best platform option for AI-powered lead routing features (30-day free trial)

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.

Zoho CRM: Best for Multichannel Lead Routing

Helps you automatically distribute leads from social media, web forms, email, and more.

Price Range: Free to $52 per user, per month (15- to 30-day free trial)

Overall Rating

4.3

Cost

4.6

Core Features

4.5

Ease of Use

3.6

Customer Support

1.3

Customizations

4.5

Integrations

5.0

Pros

All tiers include basic workflow rules
Easy social media lead distribution
Over 200 third-party app integrations

Cons

No social media tools on free plan
Lacks feedback capture
UI can be difficult to learn

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.

Zoho CRM Pricing

Free Version: Supports up to 3 users
Standard: $14 per user, per month
Professional: $23 per user, per month
Enterprise: $40 per user, per month
Ultimate: $52 per user, per month
Free Trial: 15 to 30 days
Access to Zoho One Marketplace Apps

Zoho CRM Key Features

Automated Lead Distribution: Route leads to reps based on geography or department.
Round Robin Queues: Equally distribute leads to reps from web forms or imported lists.
Scoring Rules: Prioritize leads through positive or negative scores and other variables.
App Integrations: Connect with over 1,000 apps, including lead management software.

Freshsales: Best for Distribution by Territory

Allows you to assign leads automatically via territory-based rules and in-app call routing.

Price Range: Free to $69 per user, per month (21-day free trial)

Overall Rating

4.2

Cost

4.3

Core Features

4.4

Ease of Use

4.1

Customer Support

3.9

Customizations

3.8

Integrations

4.6

Pros

Divide sales leads by territory
Built-in call routing
AI-powered lead scoring

Cons

No free territory routing
Limited marketing tools
Holiday routing only on Enterprise

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.

Freshsales Pricing

Free Version: Supports up to 3 users
Growth: $15 per user, per month
Pro: $39 per user, per month
Enterprise: $69 per user, per month
Free Trial: 21 days
Integration with Freshworks' free marketing and service platform tiers

Freshsales Key Features

Territory Management: Assign leads based on geography, industry, and referral source.
Built-In Phone: Give each territory a phone number and transfer calls right in the CRM.
Chat Management: Route chat queries to the right teams and generate auto responses.
AI-Powered Lead Scoring: Allow Freddy AI to identify leads for easier prioritization.

Freshsales lead distribution

HubSpot CRM: Best for Chat & Email Routing

Offers workflow automations and intelligent conversation routing for inbound chat and email.

Price Range: Free to $1,200+ per month (Sales Hub)

Overall Rating

4.1

Cost

3.7

Core Features

4.5

Ease of Use

3.6

Customer Support

4.2

Customizations

4.7

Integrations

4.8

Pros

Free battle cards
Customizable scoring rules
Can create online web forms

Cons

Expensive premium plans
Automation require upgrade
Limited email per contact

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.

HubSpot CRM Pricing

Free Version: Supports unlimited users
Sales Hub Starter: $18+ per month for 2 users
Sales Hub Professional: $450+ per month for 5 users
Sales Hub Enterprise: $1,200+ per month for 10 users
Additional users can be purchased for an extra fee
Access to free tiers of its marketing and service platforms

HubSpot CRM Key Features

Lead Scoring: Create a scoring system using custom criteria and historical data.
Lead Rotation: Automate round robin-style lead assignment for equal distribution.
Timeline View: Take a look at the chronological view of a lead’s every touchpoint.
Pipeline Management: Manually assign leads and tasks with only a few clicks.

Bitrix24: Best for Inbound Phone Routing

Helps phone-based reps reduce response times and maintain contact with their assigned leads.

Price Range: Free to $399 per month (30-day free trial)

Overall Rating

4.0

Cost

5.0

Core Features

4.2

Ease of Use

3.0

Customer Support

3.6

Customizations

3.3

Integrations

4.8

Pros

Syncs with messaging apps
Auto-route leads to assigned reps
Field calls using built-in telephony

Cons

Basic plans lack automation
Limited native app integrations
Notable learning curve

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.

Bitrix24 Pricing

Free Version: Supports unlimited users
Basic: $49 per user, per month for 5 users
Standard: $99 per user, per month for 50 users
Professional: $199 per user, per month for 100 users
Ultimate: $399 per user, per month for 250 users
Free Trial: 30 days
Access to Bitrix24.Market

Bitrix24 Key Features

Omnichannel Contact Center: Communicate via chat, phone, email, and social media.
Conversation Transfer: Reroute a conversation to a different channel or representative.
Built-In Telephony: Set rules for reps to receive calls from their leads right in the CRM.
Automatic Rerouting: If a rep doesn’t reach a lead in time, it’ll be assigned elsewhere.

EngageBay: Best for Team Collaboration

Offers tools for sales teams to delegate tasks and reduce gaps or errors in communication.

Price Range: Free to $110.39 per user, per month

Overall Rating

3.8

Cost

3.0

Core Features

3.9

Ease of Use

4.1

Customer Support

4.0

Customizations

3.6

Integrations

4.8

Pros

All-in-one suite
Free chat support
Biennial billing discount

Cons

Lacks basic automation
Clunky reporting tools
No free trial

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.

EngageBay Pricing

All-in-One Free Version: Supports up to 15 users
All-in-One Basic: $13.79 per user, per month
All-in-One Growth: $59.79 per user, per month
All-in-One Pro: $110.39 per user, per month

EngageBay Key Features

Predictive Lead Scoring: Analyze, segregate, and add leads to different pipelines.
Team Coordination: Access the same data sets and reduce communication gaps.
Calendar Sync: View your team's schedule and route leads to free reps automatically.
Call Management: Receive calls and assign them to reps directly from your software.

Salesforce: Best for AI-Powered Lead Routing

Offers flexible fields to create custom lead distribution rules and automate sales processes.

Price Range: $25 to $330 per user, per month (30-day free trial)

Overall Rating

3.7

Cost

2.6

Core Features

4.7

Ease of Use

2.8

Customer Support

4.2

Customizations

4.4

Integrations

5.0

Pros

Custom lead routing rules
Easily track top lead sources
Robust reports & dashboards

Cons

Could be easier to use
Upgrades can be pricey
Lead scoring costs extra

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.

Salesforce Sales Cloud Pricing

Essentials: $25 per user, per month
Professional: $80 per user, per month
Enterprise: $165 per user, per month
Unlimited: $330 per user, per month
Free Trial: 30 days
Access to AppExchange

Salesforce Sales Cloud Key Features

Real-Time Reporting: Use scoreboards to track lead engagement and won deals.
Built-in Telephony: Communicate with prospects via the CRMs telephone dialer.
Call Logs: Create robust call notes and attach them to your leads or opportunities.
Lead Source Insights: Track where top leads are coming from with source reporting.

Lead routing rules setup example

Top 4 Lead Distribution Software Features

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.

How We Evaluated the Best Lead Distribution Software

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.

Evaluation Criteria

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.

Methodology weights

Cost 25%

Core Features 25%

Ease of Use 20%

Customer Support 10%

Customizations 10%

Integrations 10%

Bottom Line: Best Lead Distribution & Routing Software

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 Barretta

Alison is a Philadelphia-based technology writer for eSecurity Planet. For over 15 years, she's been helping people spend their time and money wisely with her buying guides and product reviews. Her focus is password managers, which she believes businesses and individuals should adopt as we become more reliant on digital payments and forms.

6 Best Lead Distribution Software for Lead Routing 2023

Top 4 Lead Distribution Software Features

How We Evaluated the Best Lead Distribution Software

Evaluation Criteria

Bottom Line: Best Lead Distribution & Routing Software

Alison Barretta

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