What is lead distribution software?
What is lead distribution software?
Lead distribution software is software that routes, assigns, and distributes leads to the right reps in real-time. With its integrations, the software pairs with your CRM and all the forms you use in your ad and marketing funnel.
Lead distribution software is built on the following principles:
Capture: Once you’re set up to capture inbound leads, the software will integrate its features into the sales funnel and route leads once they are captured.
Routing: Prospects enter the funnel (through a form, list, event registration, trial, etc.), and based on the information in your CRM, leads are forwarded to a sales rep based on your criteria.
Distribution: Predetermined or custom criteria route the leads to the appropriate sales reps. Criteria often include factors like the sales rep’s expertise, location, availability, and more. The software distributes using advanced rules like round-robin, assignments, and ownership.
Ownership: Reminders, follow-ups, and reporting. These are features baked into the lead distribution software that empowers your sales team. Tracking leads helps optimize the entire distribution process.
Reporting: Sales reps and managers can access analytics and create detailed reports to understand every touchpoint and evaluate the entire process.
For example, Distro allows real-time lead routing without a complicated setup. Leads are instantly routed to the right rep based on criteria you set so they can quickly engage and turn more inbound leads into actual revenue.
Benefits of using lead distribution software
Sure, lead distribution software automates the process of routing leads but it also saves time and increases your conversion rates.
Let’s see.
Save time
The traditional, manual process of distributing leads is painstakingly time-consuming, as it involves:
Conducting initial inquiries to determine if a lead is worth routing
Manually classifying and distributing leads to sales reps
Interacting with prospects, keeping notes, and following up
Those are lots of steps where prospects can lose interest.
Or worse, they may go through the whole process only to be connected with the wrong sales rep. A waste of everyone’s time and effort.
Lead distribution software, on the other hand, routes leads in real-time. It automatically reads the data, routes it into your CRM, and pairs the lead with the right sales rep.
The best software does this almost instantly, removing tons of steps where a prospect could back out.
Increase conversions
Inbound and CRO marketing reign supreme in the sales world.
This departure from traditional strategies creates a friendly experience between leads and reps. It helps streamline the funnel and the boost in engagement makes prospects feel more inclined to explore what your business has to offer.
For example, our very own Distro product has shown a 75% increase in conversion rates!
Such a massive increase in conversion rates can only be possible with lead distribution software.
Combined with other software and CRO strategies, you’ll likely see a steady stream of leads and sales opportunities.
How to select the best lead distribution software
Consider the following features when choosing the best lead distribution software for you.
Rules-based lead routing
Rules-based lead routing enables you to assign leads to the appropriate sales reps according to your criteria.
These criteria can include the sales rep’s expertise, the lead’s business function, geographic location, business size, and other factors that create the best match.
This helps reduce lead leakage and matches the right lead to the right rep.
Availability-based lead routing
Availability is a lead-routing classic.
It’s unbelievable, but leads are (too) often lost to the simple fact that they’re routed to a rep who wasn’t available.
Availability-based lead routing ensures leads are distributed to reps who are free and able to engage with them.
A great lead distribution software will integrate with all your apps and route leads based on your team’s availability and working hours.
CRM integration
While lead distribution software can stand on its own, it should integrate with your other software and tools. It’ll make the process much more efficient and reduce friction for your sales reps.
For example, integrating with your CRM (e.g., HubSpot, Salesforce) frees you from the burden of having to manually enter data, speeds up the process, and eliminates human error altogether.
Reporting and analytics
The best lead distribution software should allow you to create detailed reports that’ll help you uncover lead insights and measure your team’s performance.
Reports often include the number of leads, average response times, meetings held, conversion rate, revenue, and more.
With proper reporting and analytics, you’ll be able to track your progress, evaluate the quality and quantity of deals coming in, and also take measure on team members that may need additional training.
Any information that can help you close more leads is information you want to have.
Feedback intake
Feedback helps you keep track of what happens after a sales rep accepts a lead.
Lead distribution software should allow your reps to provide updates through a survey, comments, or notes.
This feature enables you to keep track of the progress and quality of leads, allowing you to make any necessary tweaks to your strategy to optimize the sale process.
