6 Best Lead Distribution Software for Lead Routing 2022

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

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, however, some tiers listed do not include lead routing:

  • Zoho CRM: Best for multi-channel lead distribution & lead routing (free starting price)
  • Freshsales: Best for automatic lead distribution by sales territory (free starting price)
  • HubSpot CRM: Best for inbound chat & email conversation routing (free starting price)
  • Bitrix24: Best for routing inbound phone calls to live sales agents (free starting price)
  • Salesforce Essentials: Best for third-party lead routing integrations (14-day free trial)
  • Lead Assign: Best for enterprise-level lead distribution features ($149 starting price)

Most of the lead routing options above also offer robust lead scoring that helps automate the distribution process. If you're looking for software that also helps with lead scoring, check out our article on the best lead scoring software.

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 option 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.

Overall, the top scorers were CRM software offering native lead routing, native workflow automations, or integrations with third-party tools. Check out our evaluation criteria below:

Evaluation Criteria

We first assessed core features for functions like lead qualification, scoring, and touchpoint scheduling. We also considered each software’s accessibility in terms of cost and ease of use. Finally, third-party integrations and quality of user support options rounded out our scoring criteria.

Cost:
25%
Core Features:
25%
Ease of Use:
20%
Expert Score:
15%
Integrations:
10%
Customer Support:
5%

Note: All per-user prices are with a one-year commitment unless noted.

Per our evaluation, Zoho CRM is the best lead distribution software with a first-place tie for core CRM features and above average scores in other categories. Read on to see how every lead distribution option fared across all six criteria.

Zoho CRM: Best for Multi-Channel Lead Routing

Zoho CRM offers routing automations that distributes leads from social media, web forms, email, and more.

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

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-fullstar-fullstar-full Expert Score star-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-full Customer Support star-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 pipeline tool that automates lead distribution across social media, web forms, email, and more. Both its free and paid tiers offer workflow automation, and those using any paid plan can set up routing triggers for social media, and those upgrading to Zoho's Professional plan and above can create lead assignment rules for any inbound lead as well as take advantage of AI-powered assignment suggestions.

Zoho CRM Pricing

  • Zoho Free-for-Life: Support for 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

Zoho CRM Key Features

  • Automated Lead Distribution: Route leads to reps based on geography or department.
  • Round Robin Queues: Equally distribute leads from web forms or imported lists.
  • Social Automation Rules: Add followers as leads if they engage with social content.   
  • Scoring Rules: Prioritize leads by positive/negative scores or other variables.
  • App Integrations: Connect with over 200 apps, including lead management software.

Zoho CRM - Lead Distribution Software

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Freshsales: Best for Distribution by Territory

Freshsales streamlines lead distribution for businesses through territory-based lead assignment and in-app call routing.

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

Overall Rating star-fullstar-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Expert Score star-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-full

Pros:

  • Divide sales leads by territory
  • Route phone calls in the CRM
  • Score leads using Freddy AI

Cons:

  • Growth plan lacks territory management
  • Free-for-life version is limited
  • 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 Pricing

  • Free Version: Support for unlimited users (territory management not included)
  • Growth: $15 per user, per month (territory management not included)
  • Pro: $39 per user, per month 
  • Enterprise: $69 per user, per month
  • Free Trial: 21 days

Freshsales Key Features

  • Territory Management: Assign leads based on geography, industry, and more.
  • Built-In Phone: Give each territory a phone number and transfer calls right in the CRM.
  • Call Routing: Create Holiday routing and advanced call queues.
  • Chat Management: Route chat queries to the right teams and generate auto responses.  
  • AI-Powered Lead Scoring: Allow Freddy AI to score leads for easier prioritization.

Freshworks CRM - Lead Distribution Software

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HubSpot CRM: Best for Chat & Email Routing

HubSpot CRM 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-full star-full Cost star-fullstar-full star-fullstar-full Core Features star-fullstar-fullstar-full star-full Ease of Use star-fullstar-fullstar-fullstar-full Expert Score star-fullstar-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-full

Pros:

  • Hundreds of third-party apps
  • Customizable scoring rules
  • Can create online web forms

Cons:

  • Premium plans can be costly
  • Limited automation in Starter plan
  • No automation in free-for-life plan

HubSpot CRM is a popular CRM offering a robust free option as well as premium tiers offering lead distribution and workflow features such as automated lead rotation and customizable scoring criteria. While its automation and routing features are specific to its paid plans, its Starter tier offers intelligent conversation routing for inbound chat and emails, helping the right rep respond to customer queries fast.

HubSpot CRM Pricing

  • HubSpot CRM Free-for-Life: Support for unlimited users
  • Sales Hub Starter: From $45 per month for 2 users
  • Sales Hub Professional: From $450 per month for up to 5 users
  • Sales Hub Enterprise: From $1,200 per month for up to 10 users
  • Additional users can be purchased for an extra fee

HubSpot CRM Key Features

  • 500+ App Integrations: Enhance lead distribution functions with a wide range of apps.
  • 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

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Bitrix24: Best for Inbound Phone Routing

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

Price Range: Free to $159 per user, per month (30-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-full star-fullstar-full Expert Score star-fullstar-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-full star-full Customer Support star-fullstar-full star-fullstar-full

Pros:

  • Connect to many messaging platforms
  • Auto-route leads to assigned reps
  • Field calls using built-in telephony

Cons:

  • Basic plans lack automation
  • Limited native app integrations
  • Expect a notable learning curve

Bitrix24 is a CRM with unlimited open channel settings so sales teams can connect with leads across the phone as well as, Telegram, Slack, Facebook Messenger, and many other messaging platforms. Route chat or inbound phone queries to all available online agents to reduce response times, or use intelligent routing to ensure leads are matched with specific account managers. This is especially useful for call centers or companies receiving high-volume calls.

Bitrix24 Pricing

  • Bitrix24 Free-for-Life: Support for unlimited users
  • Basic: $39 per user, per month; 5-seat max
  • Standard: $79 per user, per month; 50-seat max
  • Professional: $159 per user, per month
  • Free Trial: 30 days

Bitrix24 Key Features

  • Omni-Channel Contact Center: Connect to Telegram, Slack, and other platforms.
  • Conversation Transfer: Reroute a conversation to a different channel or representative.
  • Intelligent Routing: Ensure leads are connected to their account managers.
  • 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

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Salesforce Essentials: Best for Third-Party Integrations

Offers flexible fields to create custom lead distribution rules as well as robust third-party routing integrations.

Price Range: $25 per user, per month (14-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-full star-full Expert Score star-fullstar-fullstar-full star-full Integrations star-fullstar-full star-fullstar-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Custom lead routing rules
  • Easily track top lead sources
  • Create custom reports and dashboards

Cons:

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

Salesforce Essentials is the small business CRM that's part of the larger Salesforce Sales Cloud. Native to Salesforce Essentials is lead distribution offering custom lead routing rules, letting you create workflows based on things like lead source, deal size, geography, demographics, and more. Specific to Salesforce is its AppExchange offering integrations with top third-party routing tools like Distribution Engine and LeanData to supercharge your distribution efforts.

Salesforce Essentials Pricing

  • Single Tier: $25 per user, per month
  • Free Trial: 14 days

Salesforce Sales Cloud Upgrade Pricing

  • Professional: $75 per user, per month
  • Enterprise: $150 per user, per month
  • Unlimited: $300 per user, per month
  • Free Trial: 30 days

Salesforce Essentials Key Features

  • Distribution Integrations: Integrate with the top third-party routing tools.  
  • 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 example

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Lead Assign: Best Lead Distribution for Enterprise

Helps global enterprises by using an intelligent lead routing engine that learns how to assign leads to the best sales reps.

Price Range: $149 to $699+ per month for 10 to unlimited users

Overall Rating star-fullstar-fullstar-full star-full Cost star-fullstar-full star-fullstar-full Core Features star-fullstar-fullstar-full star-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Expert Score star-fullstar-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-full star-full Customer Support star-fullstar-full star-fullstar-full

Pros:

  • Sophisticated lead routing engine
  • Syncs with HubSpot CRM and Salesforce
  • Scores reps based on response time

Cons:

  • Plans are quite expensive
  • Lead overages can also add up
  • Limited user support channels

Lead Assign is a lead management platform with a number of advanced assignment features. It has what’s billed as the “most intelligent lead routing engine,” which learns how to match reps to leads based on location and skillset over time. There’s also performance scoring, which evaluates how quickly agents provide feedback and gives preference to the top scorers. Lead Assign is geared toward global enterprises with a large amount of inbound leads.

Lead Assign Pricing

  • Starter: $149 per month for up to 10 users
  • Business: $699 per month for up to 75 users
  • Enterprise: Call for quote for unlimited users

 Lead Assign Key Features

  • Intelligent Routing: Intelligence engine learns how to assign leads to the right reps.
  • Performance Scoring: Grade agents based on how timely they provide feedback.
  • Lead Hints: Provide a lead preview so reps can determine whether it’s right for them.
  • CRM Integration: Connect with and direct leads from Salesforce and HubSpot CRM.
  • Battle Cards: Give sales agents tidbits of information prior to meeting with leads.

Lead Assign - Lead Distribution Software

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Lead Distribution & Routing Software Honorable Mentions

Leadfeeder

Chili Piper

LeanData

Distribution Engine

Leadfeeder is a marketing tool that coverts online B2B traffic to leads by identifying anonymous companies visiting your website and routes them to your CRM so your sales team can follow up. Not only does Leadfeeder identify the company, but it also sources the best contact to reach out to as well as scores the leads so you can prioritize for the best results. Leadfeeder syncs with most major CRMs as well as creates individual and team notifications so the right sales rep can follow up.

leadfeeder dashboard example

Chili Piper is a web form conversion and meeting scheduling tool that integrates with HubSpot CRM and Salesforce. Add Chili Piper to your online forms to supercharge your lead distribution efforts by  qualifying and routing leads who fill out your forms in real time. It can also auto-schedule meetings such as product demos or consultative calls based on availability.

chili piper dashboard

Similar to Lead Assign, LeanData is an enterprise-level lead routing and automation software used by many Fortune 500-level brands and highlighted in the Salesforce AppExchange. Create visual distribution workflows and optimize those flows through advanced automation and intelligence. Receive robust data insights into your lead system; must call for a quote.

leandata dashboard example

Distribution Engine is a third-party lead routing tool featured in the Salesforce AppExchange. Integrate with your CRM to create lead distribution rules based on a variety of criteria, including round robin, load balancing, pull distribution, and more. However, this may not be a viable option if you don't use Salesforce.

distribution engine interface example

Bottom Line: Best Lead Distribution & Routing Software

It’s prudent for sales and marketing teams to stay on top of leads before they go cold. Lead distribution software automates the assignment process to prevent the likelihood of any prospect being ignored or overlooked. Any of the top CRM or marketing options we’ve featured on our list will play a significant role in increasing conversions and bolstering your company’s bottom line.

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