By name: lead-routing description: How Apollo.io routes inbound and outbound leads to sales reps — rules, segments, round-robin, and exceptions
Lead Routing
Inbound Lead Flow
- Lead submits form / starts trial / hits PQL threshold
- [FILL: enrichment step — Apollo enrichment? Clearbit?]
- Scoring: [FILL: scoring model — MQL criteria]
- Routing engine: [FILL: LeanData / Chili Piper / custom]
- Assignment based on:
- Segment (SMB / MM / Enterprise) determined by [FILL: employee count? ARR?]
- Geography: [FILL: region mapping]
- Named accounts: Check named account list first
- Round-robin within segment + geo pool
PQL → MQL → SQL Definitions
- PQL (Product Qualified Lead): [FILL: usage threshold, e.g., "created 3 sequences and 50+ contacts"]
- MQL (Marketing Qualified Lead): [FILL: scoring criteria]
- SQL (Sales Qualified Lead): [FILL: BANT/MEDDPICC criteria met]
Segment Thresholds
| Segment | Employee Count | ARR | Owner |
|---|---|---|---|
| SMB | [FILL] | [FILL] | [FILL: team/pool] |
| Mid-Market | [FILL] | [FILL] | [FILL] |
| Enterprise | [FILL] | [FILL] | [FILL] |
Round-Robin Rules
- [FILL: weighted vs. equal distribution]
- [FILL: what happens when a rep is OOO]
- [FILL: cap per rep per day/week]
Exceptions
- Named accounts bypass round-robin → go to account owner
- [FILL: partner-sourced leads]
- [FILL: existing customer upsell leads → CSM or AE?]
Escalation
- Lead not followed up in [FILL: X hours] → Slack alert in #revops
- Lead routing errors → File in [FILL: tool/channel]