Lead-to-account matching and routing software automatically matches new leads to the correct account record in a CRM and then routes those leads to the correct salesperson according to the organization’s territory mapping. Lead-to-account matching and routing enables businesses to get a more comprehensive picture of leads and engagement within their account-based strategy, as well as follow up with captured leads at a quicker rate. While most CRM software provide the basic functionality for lead-to-account matching and routing, specific lead-to-account matching and routing solutions help with more complex workflows that can't be maintained in a CRM or marketing automation solutions. This type of software is often used by sales development representatives and account executives who might otherwise spend countless hours routing leads to the correct individuals and accounts.
Alongside saving time and valuable resources from manually matching and routing leads, lead-to-account matching and routing software also allows businesses to have cleaner and more accurate data within their CRM. This type of software automatically catches repetitive data, which eliminates any duplicate leads found within the CRM. Additionally with automatic routing, businesses will never lose track of new leads and can set up routing rules around account owner, account history, lead source, etc. Lead-to-account matching and routing software is often used alongside other workflow management solutions such as account data management software and marketing automation software.
To qualify for inclusion in the Lead-to-Account Matching and Routing category, a product must:
Match new leads to the correct account record in a CRM
Route leads to the correct salesperson responsible for overseeing the account
Provide an audit trail for each lead that is matched and routed
Integrate with CRM software
