what is a lead assignment rule

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Leandata announces winners of the 2024 opsstars awards, leandata launches comprehensive go-to-market (gtm) efficiency e-book, what are lead assignment rules in salesforce.

Lead assignment rules are a powerful feature within Salesforce to assist your team’s automation of its lead generation and customer support processes. Assignment rules in Salesforce are used to define to whom your Leads and Cases (customer questions, issues or feedback) are assigned based on any one of a number of specified criteria you determine. 

Organizations typically develop lead assignment rules for their GTM processes or flows:

• Rules for inbound Leads
• Rules for website-generated Leads
• Rules for importing Leads from an event

For case assignments, a company might establish one case assignment rule for weekdays and another assignment rule for weekends and holidays. 

A lead or case assignment rule often consists of multiple rule entries to specify exactly how leads and cases are assigned throughout your go-to-market teams. For example, related to customer service inquiries, a standard case assignment rule might have multiple entries. Cases with “Type equals Gold” are assigned to the Gold Level service queue, cases with “Type equals Silver” are assigned to the Silver Level service” queue, and so on. 

As organizations grow and scale, they operationalize multiple GTM motions: inbound, outbound, account-based, upsell/cross-sell, and hybrid. However, many are limited to having just one rule in Salesforce.

As a work-around, many organizations create one massive lead assignment ruleset. They then wedge all of their rule entries into that one big ruleset, regardless of how many different motions that represents. Over time, Salesforce lead assignment rules can quickly become unmanageable .

This post covers the best practices for Salesforce lead and case assignment rules. The ultimate goal is to fully engaging your hard-won leads and speed up your organization’s time-to-revenue.

How to Define Assignment Rules

Your Salesforce administrator can only have one rule in effect at any particular moment in your go-to-market motions, and that assignment rule is intended to both automate lead generation processes and other customer-facing processes routed through your CRM. 

Lead assignment rules specify how leads are assigned to users or queues as they are created manually, captured from your website, or imported via SFDC’s Data Import Wizard.

Case assignment rules determine how cases are assigned to users or put into queues as they are created, either manually or through the use of Web-to-Case, Email-to-Case, On-Demand Email-to-Case, the Self-Service portal, the Customer Portal, Outlook, or other data generation applications.

Criteria for Lead Assignment Rules

Okay, so you’ve decided that lead assignment rules in Salesforce make sense for your revenue operations team – now what?

Well, first, you’ll need to determine the edition of your Salesforce instance. Lead assignment rules are available in the Group, Essentials, Professional, Enterprise, Performance, Unlimited, and Developer Editions of SFDC. Case assignment rules, conversely, are available only in the Professional, Enterprise, Performance, Unlimited, and Developer editions.

With regard to User Permissions, to view assignment rules, you’ll need View Setup and Configuration permissions. However, to create or change assignment rules, you’ll need Customize Application. If you are not your organization’s Salesforce administrator, you should check with them before attempting to head off on your own.

How to Create Salesforce Lead Assignment Rules

Creating lead and case assignment rules in Salesforce is a relatively straightforward process. 

• Login to Salesforce and select Setup in the upper right corner of the horizontal navigation bar.
• In the Setup search box , type “assignment rules” and then select either Lead Assignment Rules or Case Assignment Rules.
• Select New to create a new assignment rule.
• In the Rule Name box, type a name and specify whether it should be active for leads or cases created manually and by those created automatically by web and email. When done, click Save .
• Click open your newly created rule and select New in the Rule Entries to specify your rule criteria.
• Step 1 in the “Enter the rule entry” window requires you to enter an Order for your new rule (the Order is the order in which the entry is processed, like a queue).
• In Step 2, you determine whether your new rule is based on meeting a set of criteria or a formula. In the Run this rule if the dropdown box, select either “criteria are met” or “formula evaluates to true.”
• Lastly, in Step 3, select the user or queue to whom your rule will assign your new lead or case (use the lookup feature to find specific users or a queue). After completing Step 3, select Save .

Why Are Your Salesforce Lead Assignment Rules Not Working?

If you discover your lead or case assignment rules are not working, here are a few tips to quickly troubleshoot the root cause.

First, check to ensure the assignment rule is active. Remember, only one case or lead assignment rule can be active at one time. Secondly, ensure the record is assigned to the correct user or queue.

Make certain to select the checkbox Assign using active assignment rule . In support of this step, enable field History tracking on case or lead owner, as well as add object History (case or lead) in your page layout. 

One common problem is overlapping rule entries, or rule entries in the wrong order. With dozens of rule entries, many will overlap, causing records to get assigned unpredictably. For example, if entry #1 assigns California leads to John, and entry #2 assigns Demo Request leads to Jane, then John might wonder why he’s receiving Demo Requests leads who are supposed to go to Jane. 

Assignment Rule Examples

The image, below, shows sample rule entries being entered into Salesforce for a variety of “what if” situations:

• Junk leads containing “test” are sent to an unassigned queue
• Demo requests are routed directly to SDR 3
• Leads at accounts with over $100 million in annual revenue are routed to AE 1
• Leads in certain states are sent to their respective representatives

How LeanData Simplifies Salesforce Lead Assignment

Creating lead and assignment rules in Salesforce is relatively straightforward. However, as your GTM motions become more and more complex, it becomes necessary to populate that one rule with multiple defining rule entries. As you grow and scale, your rule threatens to become unwieldy. Then these problems arise:

• Difficulty in both comprehending and managing
• Poor visibility, making it difficult to troubleshoot and validate
• Restrictions allowing only the criteria on the routed record

LeanData’s lead routing flow and assignment solution is a native Salesforce application that allows users to create flows in an easy-to-understand visual graph. Its visible representation of an organization’s desired lead flow affords many benefits to users, including:

• Easier ability to visualize and understand complex flows
• Real-time visibility of the routing of leads and the ability to quickly troubleshoot and make adjustments
• At-a-glance ability to use information on matched records for routing decisions and actions

Assignment rules in Salesforce are a relatively easy-to-learn feature that can be very quickly implemented, delivering a flexible and powerful logic to your CRM processes. Automating your lead and customer processes will accelerate your GTM motions and deliver your organization a sustainable competitive advantage.

For more best practices, read the eBook, “ Best Practices for a Winning B2B Marketing Data Strategy .”

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Create a Round Robin Lead Assignment Rule

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Keep your team's workload even by auto-assigning new leads to each user.

Round robin assignment means that each new lead is assigned to a different user until everyone has been assigned the same amount and the cycle repeats.

For example, if you have three users:

• Lead 1 is assigned to user 1
• Lead 2 is assigned to user 2
• Lead 3 is assigned to user 3, then the cycle repeats
• Lead 4 is assigned to user 1
• Lead 5 is assigned to user 2
• Lead 6 is assigned to user 3, then the cycle repeats.

You can set up round robin lead assignment with a few custom fields and a lead assignment rule.

Create a Lead Number f+Field

Creating a Lead Number f+Field gives each new lead a unique ID.

• Open Setup.
• Search for Object Manager , and open it.
• Click Lead .
• Click Fields & Relationships .
• Click New .
• Select Autonumber , and click Next .
• Name your field Lead Number .
• In Display Format, enter {0} .
• In Starting Format, enter 1 .
• Check the box to Set this field as the unique record identifier from an external system , and click Next .

• Uncheck all Page Layout boxes, and click Save & New .

Create a Round Robin Field

The round robin field tells the system to assign each new lead to the next user in order.

• Select Formula , and click Next .
• Name your field. For example: Round Robin .
• Select Number .
• In the Decimal Places dropdown, choose 0 , and click Next .
• Select Advanced Formula .

• Click Next .
• Give user permission to the right people, and click Next .
• Uncheck all Page Layout boxes, and click Save .

Create a Lead Assignment Rule

The lead assignment rule ensures that leads are assigned evenly across users.

• In Setup, search for Lead Assignment Rules , and open it.
• Name your rule Round Robin Assignment Rule , and click Save .
• Click to open Round Robin Assignment Rule.
• In the Rule Entries section, click New .
• In Sort Order, enter 1 .
• Set the rule criteria by choosing Round Robin in the Field dropdown, Equals in the Operator dropdown, and 1 in the Value field.
• Select the user this rule applies to.
• Optionally, select an email template to tell the user that the rule has been assigned to them.

Allow Round Robin Lead Assignment on Manually-Created Leads

• In Setup, click Object Manager .
• Click Page Layouts .
• Open Lead Layout .
• Click Layout Properties .
• Next to Lead Assignment Checkbox, check the box to Show on edit page , and click Okay .
• Save your changes.

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What are Lead Assignment Rules in Salesforce? A Beginners Guide

By: Author Alex Lim

Posted on Published: September 21, 2023  - Last updated: October 5, 2023

Categories Uncategorized

Home » What are Lead Assignment Rules in Salesforce? A Beginners Guide

Salesforce has several powerful features that are designed to streamline sales processes and boost revenue – lead assignment rules is one of them.

When implemented correctly, lead assignment rules can change the way your business manages and converts leads.

In this blog, we will provide you with the basics of this feature and show you how to set these rules up.

Table of Contents

What are Lead Assignment Rules?

Criteria for lead assignment rules in salesforce, planning lead assignment rules, steps for setting up salesforce lead assignment rules, examples of lead assignment rules in salesforce, how sweep simplifies salesforce lead assignment.

Lead assignment rules define who should receive specific leads and customer cases based on the criteria you determine.

The average lead assignment rule is also generally made up of multiple rule entries. For example, a base rule could be that all inbound leads from your website are assigned to your sales team. However, additional rules will dictate the types of leads or customer queries individual salespeople should be assigned.

Different rules will also apply to the different flows a business has. Leads who are interested in a product or service wouldn’t be in the same flow as a customer who has a question.

If you feel that assigning leads in Salesforce will work for your organization, you next need to determine whether your version of Salesforce is compatible with your needs.

Salesforce lead assignment rules are available in the following editions:

• Professional
• Performance

If you also want to be able to process customer cases, this function is only available in the following editions:

Then there’s the actual setup. If you are not the Salesforce administrator, you will need to make sure you have access to Customize Application to create and change lead assignment rules. The administrator can give you access via the View Setup and Configuration menus.

Before you start assigning leads in Salesforce, there are a few key discovery questions you should answer first.

• What are my lead sources? You will need to be able to access the platforms that are sending leads during setup. Examples of sources could be a form on your website or a platform such as HubSpot.
• What information are leads and customers providing? Next, you want to consider what details someone would submit when completing a form. The more detailed a form is, the easier it is to sort leads and cases in Salesforce.
• What are your sales territories ? Make a list of the members of your sales teams and the territories they cover. You also want to make sure that you know what you want to do with leads that don’t fall under any reps’ territories.
• What are the criteria for my leads? Lastly, you want to get an idea of the criteria a lead will need to meet before it is filtered through to a particular salesperson.

This brief Salesforce lead assignment rules guide will outline the general steps you would take to assign leads and set up Salesforce lead routing.

Step 1: Access Your Salesforce Account Use the credentials you selected when you set up your Salesforce account to login.

Step 2: Find the Setup Menu To access the Setup menu, click on the gear icon. It’s located in the upper-right corner of the window.

Step 3: Click on Lead Assignment Rules Within the Setup menu, there should be an option for Leads and within that, Lead Assignment Rules.

Step 4: Create a New Rule You are now ready to create your first rule. You can do this by clicking on the button labeled: New Lead Assignment Rule.

Next, you want to give the rule a detailed name and specify the rule’s entry criteria. This will outline the conditions a lead or customer case would need to meet to trigger the rule.

This is one step you want to take your time with. As you start creating multiple rules, you want to make sure your rule criteria are not overlapping, which would route the lead or case to the wrong person or multiple people.

Step 5: Assign Your Rules This is where Salesforce lead routing comes into play. The platform offers a few assignment options such as placing a lead or query into a queue or sending it directly to a specific salesperson. Use the answers to your discovery questions to decide where a lead should go.

In this step, you will also be able to select an email template that will be used to pass the customer case or lead to the correct person.

Step 6: Activate Your Rule Once you are happy with all your rule settings, click Save and then Activate to make your rule operational.

Step 7: Test It Even if you’re certain that your rule criteria are on point, it’s always a good idea to test the rule and ensure a lead is reaching the intended person. You can also create a test where a lead doesn’t meet the necessary criteria to make sure it doesn’t go into the wrong flow.

Here’s a simple example of what a lead assignment rule might look like.

Let’s say a consulting company has a lead form embedded on its website. Here are examples of criteria that would determine where a web lead would go:

• Criterion 1: If Country = Ireland, assign to Belinda
• Criterion 2: If Country = Germany, assign to Clive
• Criterion 3: If Number of Employees = 20 <, assign to “Medium Opportunity Queue”
• Criterion 4: If Annual Revenue is Greater than $1,000,000, assign to “Golden Opportunity Queue”

In this example, leads from certain countries would go to specific salespeople. However, leads that match employee numbers and annual revenue criteria may go into a specific queue that several different salespeople manage.

There’s no denying that assigning leads in Salesforce is a powerful feature. However, many businesses still encounter problems during setup, particularly as they grow.

To help businesses overcome these unnecessary challenges, Sweep has developed an Assignment tool. It makes it possible to create rules and route leads in Salesforce without the need for coding – the solution is all visual.

Some of the benefits of using Sweep’s solution include:

• Comprehensive overviews . With the help of Sweep’s Assignment tool, businesses can enjoy a more comprehensive view of their processes and refine them accordingly.
• Assign any object . Sweep simplifies assignment logic across multiple Salesforce objects, including contacts and opportunities.
• Optimize territory management . The better territories are managed, the more motivated your sales team will be.
• Distribute leads fairly . By adding weights to control lead assignments between reps, there is more fairness and comradery within an organization.
• Seamless lead routine . To provide customers with a memorable buying experience, Sweep has features such as Lead Deduplication and Lead-to-Account Matching.

If you already have a Salesforce account and are not yet taking full advantage of lead assignment rules, this is the time to change it.

Careful implementation will ensure that your business can reach its revenue goals and sales team are working more efficiently.

How to Create Lead Assignment Rules in Salesforce?

In our organization, the Salesforce lead team mostly manually assigns records to a specific user or queue to work on the leads. So, we thought of automating the lead assignment process. So that when a lead is created, it will automatically be assigned to a specific sales representative. In Salesforce, we have a feature that automatically assigns leads to a user using the lead assignment rule.

I will explain the lead assignment rules in Salesforce and how to create a lead assignment rule in Salesforce.

Table of Contents

Lead Assignment Rules in Salesforce

In Salesforce, the lead assignment rules help automate your organization’s lead generation and assign specific sales representatives to leads. The rules can also determine how leads are assigned to users or queues based on information present in the record.

We need to define some criteria based on record information, and we can assign a user or queue to a lead based on those criteria. The lead assignment rule can assign leads when a new lead is created. Then, that lead can be created manually or automatically.

Create a Lead Assignment Rule in Salesforce

For example, there is a team of sales representatives, and we want to automatically assign a specific sales representative to a new lead when it is created, and the Lead Source is a Phone Inquiry. After that, the assigned sales representative can attend to that lead.

We can create a lead assignment rule in Salesforce using the following steps.

1. Log in to your Salesforce account and go to Setup . In the Quick Find box , search for Assignment Rules , then select Lead Assignment Rules .

2.  Then click on the  New  button to create a new rule.

3.  Enter a  Rule Name . Then, activate the rule by clicking the  Activate  button. 

We can create only one active lead assignment rule at a time. So, if you have any activated lead assignment rule, it will get deactivated as you activate the new rule.

Then, click on the  Save  button.

4.  Open the rule by clicking the  Rule Name .

5.  Then click on the  New  button to add rule entry criteria.

6.  As you click the new button, you need to enter the following details:

• Sort Order: Here, you need to provide the number so that this entry can be evaluated at the time.
• Criteria:  As per our scenario, we need to enter  Lead Source = Phone Inquiry . You can define criteria as per your requirements.
• Select User or  Queue :  Here, we need to assign phone inquiry leads to specific user.
• Do Not Reassign Owner: If you checked this checkbox, after assigned the lead to this user, you cannot change owner later.
• Email Template :  We can select an email template so that when a lead is assigned to a user, they will receive an email regarding the same.

Then click on the  Save  button.

We can also select Queue to assign the lead records. For that, you need to select a queue and click the lookup icon to select a queue. Here, I have selected a custom queue that I created.

Proof of Concept:

7.  Now, to check how the lead assignment rule works, navigate to the Leads tab. Then, create a new lead record with the lead source as a phone inquiry and make sure you have checked the checkbox of assign using the active assignment rule. Then click on the save button.

While creating the new record, you can see the lead owner is different, and you will see that after the record gets saved, the lead owner will be another user.

8.  As you save the record, you will see that the lead owner has automatically changed to another user. That means a new user has been assigned to this lead record.

This is how we can create lead assignment rules in Salesforce.

You can also read the  Lead Assignment Rule in Salesforce .

I hope you got an idea about lead assignment rules in Salesforce. In this article, we have seen what a case assignment rule is. We have also seen how to create a lead assignment rule in Salesforce with an example and step-by-step explanation.

You may also like to read:

• Case Assignment Rules in Salesforce
• How to Assign Records to Queue Using Salesforce Flow
• Web-to-Lead in Salesforce
• Email-to-Lead Using Salesforce Flow

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Chapter 11 - Sales Cloud

• Lead Assignment Rules in Salesforce

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What You’ll Learn

What are lead assignment rules, example scenario.

• How to Create Salesforce Lead Assignment Rules?

Benefits of Lead Assignment Rules

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• What is Sales Cloud in Salesforce?
• Accounts in Salesforce
• Campaign Management in Salesforce
• Contacts in Salesforce
• Salesforce Lead and Lead Processes
• Lead Conversion in Salesforce
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Effective lead management in Salesforce’s changing environment is essential for boosting sales. They are automated processes within Salesforce that determine how newly created leads are assigned to users or queues. Lead assignment rules in Salesforce are essential for making sure that leads are managed and dispersed in your company correctly.

This technical blog will walk readers through the nuances of Salesforce’s lead assignment rules, look at actual cases, and comprehend the significant advantages they provide.

Salesforce Lead Assignment Rules are used to automatically assign lead records to a particular user or queue based on different conditions. It can contain many rule entries that determine the assignee of a lead. Rule entry specifies the following:

• Sort Order, which determines the order of evaluation of rule entries.
• Entry criteria determine which rule entry the response will be sent through.
• Name of the user/queue to which the record should be assigned.
• An email template will be used to send the response.

We can create as many assignment rules as we want, but only one can be active at a time. “Don’t Reassign Owner” determines if the user whose process stack is in use becomes the owner of the rule entity or if it remains owned by its creator user.

Source-Based Assignment –  Leads originating from the company’s website forms are assigned to the inside sales team. These leads are automatically directed to the relevant representatives based on the web form source, ensuring a quick response.

Territory-Based Assignment –  For leads generated from trade shows, assignment rules are configured to assign them to the field sales representatives responsible for the respective geographic territories. This ensures that local representatives handle leads effectively.

Round-Robin Assignment –  Marketing campaigns yield a large volume of leads. To distribute these leads equitably, the organization uses round-robin assignment rules. Leads are systematically rotated among the sales representatives, ensuring a fair distribution of opportunities.

How to Create Salesforce Lead Assignment Rules? 

Creating lead and case assignment rules in Salesforce is a relatively straightforward process. 

Step 1: After logging in, go to the horizontal navigation bar’s upper right corner and choose Setup.

Step 2: Type “assignment rules” into the Setup search box, then choose Lead Assignment Rules.

Step 3: To add a new assignment rule, select New.

Step 4 : Enter a name in the Rule Name box and Click Save when finished.

Step 5: To specify your rule criteria, click open your newly generated rule and choose New in the Rule Entries.

Here, the “Enter the rule entry” window requires you to enter an Order for your new rule (the Order is the order in which the entry is processed, like a queue).

Next, you need to determine whether your new rule is based on meeting a set of criteria or a formula. In the “Run this rule if the” dropdown box, select either “criteria are met” or “formula evaluates to true.”

Lastly, select the user or queue to whom your rule will assign your new lead (use the lookup feature to find specific users or a queue)

Step 6: After completing these steps, select Save.

Implementing lead assignment rules in Salesforce provides several key benefits:

• Leads are automatically routed to the most suitable representatives or teams, reducing manual assignment efforts.
• It is used to assign the owner to a lead record, which is stored from Web-to-Lead. But while creating lead records manually, the ‘Assign using active assignment rule’ option is visible, which lets the owner be assigned as per the criteria defined in the assignment rule. The owner will be the creator of the record.
• With source-based rules, organizations can ensure that leads are promptly attended to, resulting in faster response times and increased lead-to-opportunity conversion rates.
• Territory-based rules allow organizations to align leads with representatives who have in-depth knowledge of specific regions, increasing the chances of successful conversions.
• Round-robin assignment rules prevent the overload of leads on a single representative and ensure that all sales team members have an equitable opportunity to engage with potential customers.
• Automation reduces the likelihood of manual errors in lead assignment, ensuring that no lead is overlooked.

Lead assignment rules in Salesforce are potent tools for optimizing lead management. Whether it’s routing leads by their source, assigning them to the proper territory, or equitably distributing them among your sales team, these rules streamline the process and enhance efficiency.

By understanding the principles of lead assignment rules and harnessing their capabilities, organizations can ensure that no lead goes unattended, resulting in increased conversion rates and driving sales success.

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