6 Best Lead Distribution Software for Lead Routing 2023

Learn how the best lead distribution software can streamline your lead routing with our independent review of the top sales and marketing options.

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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 star-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-full star-full Customer Support star-full star-fullstar-fullstar-full Customizations star-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-fullstar-full

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.

Zoho CRM Lead distribution software

Visit Zoho CRM

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 star-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full Customizations star-fullstar-fullstar-full star-full Integrations star-fullstar-fullstar-fullstar-full

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.

Freshworks CRM Lead distribution software

Visit Freshsales

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 star-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-fullstar-full Customizations star-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-full

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.

HubSpot CRM Lead distribution software

Visit HubSpot CRM

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 star-fullstar-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full Customizations star-fullstar-fullstar-full star-full Integrations star-fullstar-fullstar-fullstar-full

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.

Bitrix24 Lead distribution software

Visit Bitrix24

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 star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-full star-full Ease of Use star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full Customizations star-fullstar-fullstar-full star-full Integrations star-fullstar-fullstar-fullstar-full

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.

EngageBay Lead distribution software

Visit EngageBay

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 star-fullstar-fullstar-full star-full Cost star-fullstar-full star-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-full star-fullstar-full Customer Support star-fullstar-fullstar-fullstar-full Customizations star-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-fullstar-full

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.

Salesforce Lead distribution software

Visit Salesforce

Top 4 Lead Distribution Software Features

The best lead routing platform options offer these tools:

Lead Scoring

Round Robin Queues

Territory Management

Lead Capture

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.

Create equal opportunities among sales reps by automatically assigning leads to the next person in line in case there are reps who aren’t available or are out of office.

Categorize leads based on their geographical location and assign them to sales reps who handle this area or territory.

Collect contact information and other details from online leads via embedded forms, web pop-ups, landing pages, chat widgets, and more.

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.

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.

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