Routing
Route every account and handoff in Salesforce
Routing automates lead-to-account matching, lead assignment and account handoffs entirely within Salesforce.
01Overview
Route every signal, inside Salesforce
Assigning a lead is the easy part. The hard parts are matching it to the right account, sending it to the rep who already owns that relationship, and being able to explain the decision afterwards.
02Capabilities
What Routing does
- Matching
Lead-to-account matching that resolves the messy cases — subsidiaries, free-mail domains, inconsistent company names — so an inbound lead lands with the rep who already owns the relationship.
- Routing
Everything lives in Flow. Routing logic is Salesforce-native rather than an external service your admin cannot inspect, which means it is debuggable by the people who own the CRM.
- Assignment
Round robin, weighted assignment, load balancing and territory assignment, on leads or any other object.
- Audit
Assignment Histories track every ownership change, queue-based or direct. When someone asks why a lead went where it went, there is an answer.
03Who it’s for
Built for the whole revenue team
RevOps
Routing rules you can read, change and explain, without waiting on a vendor support ticket.
Sales leaders
Inbound interest reaches the rep who already knows the account instead of restarting the relationship.
Reps
Leads for accounts you own arrive with you, not in a queue somebody else picks from.
04In the platform
Where Routing fits
Flows in
Leads, handoffs and ownership changes flow in.
Flows out
The right rep, with a full audit trail, flows out.
05Proof
What customers say
We’ve automated our MQL distribution process with Gradient Works, which has been instrumental to scaling our sales organization for the next stage of our company’s growth.
Each AE shouldn’t have more than 100 accounts in their name. More than that takes away our ability to work them.
06Questions
Routing FAQs
Why build routing inside Salesforce?
Because that is where the debugging happens. When routing lives in an external service, the person who owns the CRM cannot see why a record went where it went. Everything here lives in Flow, with Assignment Histories recording every change.
Can it route objects other than leads?
Yes. Leads, accounts, opportunities and custom objects — the same matching and assignment logic applies to any object.
What about lead-to-account matching edge cases?
Subsidiaries, free-mail domains and inconsistent company names are the normal case rather than the exception, and matching is built for them. Where a match is genuinely ambiguous, the record is flagged rather than silently assigned.
Can I debug assignments from an AI agent?
Yes, and this is where the MCP pays off fastest — ask why a specific record was assigned the way it was and get the answer in seconds.
Learn about the MCPPut every lead in the right hands
Routing is included on the Growth plan. Let’s look at your current setup.