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Book the right meetings faster with one-click scheduling
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Engage website visitors with automated Journeys and live chat
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Qualify, route, and schedule prospects directly from your web form
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Route records in Salesforce based on a Trigger
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Route and schedule prospects from bizdev to sales to implementation
In the day and age of ‘ICP’ ‘ABM’ ‘TAM’ (the list of acronyms goes on), it is very common to have defined target accounts in your CRM owned by Account Executives (or whatever you call your sales reps).
Your team is constantly working these accounts, and you may even have active opportunities with your target account list.
But what happens if a net-new Lead at one of your targets comes inbound, attends an event, etc?
How do you make sure that it gets assigned to the right person, or team of people, and is tied to the active conversations?
That’s exactly what I’m here to talk about today. Let’s get into it.
In RevOps, it is part of our job to make sure a Lead progresses to the right person and the right team as fast as possible.
The problem that I’ve seen happen a lot is hot leads come inbound, but end up assigned to the wrong person, team, or role entirely. Valuable time is wasted internally sorting out who to reassign the prospect to.
To avoid this problem, you can match Leads to active Accounts and Opportunities, and AUTOMATICALLY convert them to Contacts tied to those matched objects.
Everyone wins in this scenario.
The reps get a new data point and person to follow up with.
The buyer is routed to someone who can answer their questions.
And ops doesn’t have to deal with messy CRM data. 🤩
Sales teams do not need to comb through Lead lists or pass off new Leads to existing account teams. It can all happen right in the platform in literally seconds.
There is obviously some nuance to this, since every team and organization has different sales motions.
For example, you might not want someone at Buick with a “generalmotors.com” email going to the rep who is working Chevrolet.
The good news for you is that Chili Piper also offers custom matching rules, where you can determine what defines a match, how fuzzy you want that to be, what should be tiebreakers, etc.
It might not be able to solve for every nuance, but it’s certainly helpful to have the option to customize this as much as possible.
Let’s take a look at what the flow might look like for a company with defined target accounts.
Using the General Motors example again, let’s say Jerry, one of your reps, owns all automotive brands.
He is currently working an Opportunity with Chevy that is active and in Stage = Demo.
A new lead “Ernie from Chevy” downloads content on your website. Without a solution in place, the likely scenarios are:
The list goes on and on!
This process is terrible for everyone involved.
It’s bad for the SDR, because they’re wasting their time on an owned Account.
It’s bad for the AE because they don’t get to see the new prospect on their account right away (or ever).
It’s bad for ops because there will be constant list management and reassignment requests.
It’s bad for the customer because it takes them longer to have a valuable conversation while you figure things out internally.
Everyone loses.
Wouldn’t it be better if the lead went directly to Jerry? Then, auto-converted on to the Account or Opportunity based on the criteria you’ve set up?
It saves you time, it saves your SDRs time, it saves your AEs time, and it gets the prospect to speak to the right person in the fastest way possible.
Let me show you how to set this up:
First, build a Flow in Distro for any leads you want these rules to apply to (these can be copied and pasted into any other rules as well)
Next, build out your Account matching and Opportunity matching rules. Note the option to customize these as you wish, and add tiebreakers for any that are questionable.
Next, add steps to your Flow that look for Account or Opportunity
When a match is found, you can either a) assign to the owner or b) assign to an SDR team (these teams can also be copy / pasted into other rules, so you only will need to manage them in one place).
Auto-convert the Lead to a Contact in whatever status makes sense for your org.
Boom! It’s really as easy as that to set up.
There is so much more you can do with these functions.
It may not be so simple in some more complex architectures, but for most standard CRM instances, this should be a no-brainer for your lead flow.
I know that sounds like the worst kind of marketing headline — but it’s true. With Distro you can route ANY type of CRM record, set up deduping flows, and so much more.
Check out our Distro page to see what else we can do — or, better yet, schedule a demo.
Andrew Pease is the Head of RevOps Solutions at Chili Piper. He has over 10+ years of RevOps experience — and loves digging into complex problems and coming out with creative solutions. When he's not staring at a computer screen, you can probably find him at a concert or hanging out with hs dog, Monkey.
In the day and age of ‘ICP’ ‘ABM’ ‘TAM’ (the list of acronyms goes on), it is very common to have defined target accounts in your CRM owned by Account Executives (or whatever you call your sales reps).
Your team is constantly working these accounts, and you may even have active opportunities with your target account list.
But what happens if a net-new Lead at one of your targets comes inbound, attends an event, etc?
How do you make sure that it gets assigned to the right person, or team of people, and is tied to the active conversations?
That’s exactly what I’m here to talk about today. Let’s get into it.
In RevOps, it is part of our job to make sure a Lead progresses to the right person and the right team as fast as possible.
The problem that I’ve seen happen a lot is hot leads come inbound, but end up assigned to the wrong person, team, or role entirely. Valuable time is wasted internally sorting out who to reassign the prospect to.
To avoid this problem, you can match Leads to active Accounts and Opportunities, and AUTOMATICALLY convert them to Contacts tied to those matched objects.
Everyone wins in this scenario.
The reps get a new data point and person to follow up with.
The buyer is routed to someone who can answer their questions.
And ops doesn’t have to deal with messy CRM data. 🤩
Sales teams do not need to comb through Lead lists or pass off new Leads to existing account teams. It can all happen right in the platform in literally seconds.
There is obviously some nuance to this, since every team and organization has different sales motions.
For example, you might not want someone at Buick with a “generalmotors.com” email going to the rep who is working Chevrolet.
The good news for you is that Chili Piper also offers custom matching rules, where you can determine what defines a match, how fuzzy you want that to be, what should be tiebreakers, etc.
It might not be able to solve for every nuance, but it’s certainly helpful to have the option to customize this as much as possible.
Let’s take a look at what the flow might look like for a company with defined target accounts.
Using the General Motors example again, let’s say Jerry, one of your reps, owns all automotive brands.
He is currently working an Opportunity with Chevy that is active and in Stage = Demo.
A new lead “Ernie from Chevy” downloads content on your website. Without a solution in place, the likely scenarios are:
The list goes on and on!
This process is terrible for everyone involved.
It’s bad for the SDR, because they’re wasting their time on an owned Account.
It’s bad for the AE because they don’t get to see the new prospect on their account right away (or ever).
It’s bad for ops because there will be constant list management and reassignment requests.
It’s bad for the customer because it takes them longer to have a valuable conversation while you figure things out internally.
Everyone loses.
Wouldn’t it be better if the lead went directly to Jerry? Then, auto-converted on to the Account or Opportunity based on the criteria you’ve set up?
It saves you time, it saves your SDRs time, it saves your AEs time, and it gets the prospect to speak to the right person in the fastest way possible.
Let me show you how to set this up:
First, build a Flow in Distro for any leads you want these rules to apply to (these can be copied and pasted into any other rules as well)
Next, build out your Account matching and Opportunity matching rules. Note the option to customize these as you wish, and add tiebreakers for any that are questionable.
Next, add steps to your Flow that look for Account or Opportunity
When a match is found, you can either a) assign to the owner or b) assign to an SDR team (these teams can also be copy / pasted into other rules, so you only will need to manage them in one place).
Auto-convert the Lead to a Contact in whatever status makes sense for your org.
Boom! It’s really as easy as that to set up.
There is so much more you can do with these functions.
It may not be so simple in some more complex architectures, but for most standard CRM instances, this should be a no-brainer for your lead flow.
I know that sounds like the worst kind of marketing headline — but it’s true. With Distro you can route ANY type of CRM record, set up deduping flows, and so much more.
Check out our Distro page to see what else we can do — or, better yet, schedule a demo.
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