Automated Lead Assignment 

by Geographical Region

Objective

To automate lead assignment for SDRs based on geographical regions while ensuring compatibility with existing custom reporting logic and ZoomInfo enrichment processes.

Background

As part of the new Lead Inbound Management process, we needed a solution to automatically assign new leads to SDRs based on their geographical regions. This solution also had to respect custom geographical reporting rules set by management and accommodate the company’s plans for expansion into new markets.

Solution Overview

I developed an automated process in HubSpot to assign leads accurately, integrating existing data enrichment workflows and aligning with both SDR team structures and management reporting

Requirements & Challenges

• Automatic Assignment: Leads must be assigned to SDRs based on geographical divisions defined by the SDR Manager.

• Custom Reporting Logic: The custom regional divisions for management reporting had to be maintained, despite differing from the SDR team’s regions.

• Data Enrichment: The process needed to align with the existing ZoomInfo lead enrichment process.

Key Steps Taken

1. Created Sub-Regions Property to bridge the gap between SDR geographical divisions and management reporting regions.

2. Mapped each country to a Sub-Region and collaborated with the SDR Manager to adjust certain countries for balanced lead distribution among SDRs.

3. Built a workflow triggered upon the completion of the ZoomInfo enrichment process to populate the Sub-Region property using a hierarchy:

1. 1. • ZoomInfo Country

      • Manually Entered Country

      • Contact’s IP Address

4. Created a second workflow to assign leads to the appropriate SDR based on the Sub-Region property.

5. Informed key stakeholders (SDR Manager, Sales Manager, Marketing Manager, and my Manager) about the changes in properties and workflows to ensure alignment with reporting needs.

Key Outcomes

1. Efficient Lead Assignment: Automatic and accurate lead distribution based on geographical regions.

2. Scalability: Designed to accommodate future team growth and entry into new markets.

3. Seamless Integration: Maintained compatibility with existing ZoomInfo enrichment processes and management’s reporting logic.