Lead intelligence + routing that Sales trusts

Problem

Leads were misrouted, follow-up SLAs were inconsistent, and RevOps couldn’t explain (or audit) why a lead went where it went.

Context & constraints

• Multi-territory SDR team with strict handoff SLAs
• Existing CRM automation with edge cases and exceptions
• High-volume inbound + multiple intent signals
• Routing decisions needed to be explainable to Sales and RevOps

Approach

• Define the canonical signal model (fit, intent, lifecycle) and the routing contract (owners, SLAs, exceptions).
• Ship scoring + routing in small increments with dry-run mode and side-by-side comparisons.
• Instrument every decision with reason codes so Sales, Ops, and Security can audit outcomes.

What Shipped

• Fit + intent scoring with reason codes and decision logs
• Capacity-aware routing with territory + exception handling
• SLA timers, exception queue, and Ops alerts inside Slack/CRM
• Runbook + change control for routing updates

Operational outcomes

• Routing decisions became explainable (reason codes + logs), reducing disputes
• Faster follow-up via SLA timers and Ops alerts
• Lower override volume through exception queues and clear ownership
• Safer iteration with dry-run comparisons and rollback-ready changes

Governance & Safety

• Least-privilege access
• Audit trail for score/route/override
• Rollback-safe releases
• PII handling rules