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Leandata showcases power of modern revenue orchestration at opsstars 2022, leandata announces winners of the 2022 opsstars awards, what are lead assignment rules in salesforce.

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. 

An organization would typically develop a rule for its GTM process or flow – for example, a lead assignment rule for inbound, website-generated leads, or a lead assignment rule for importing leads from an event, and so on. 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. 

lead-assignment-ruleset-visual

Here’s the thing, though: As organizations grow and scale, they operationalize multiple GTM motions – inbound, outbound, account-based, upsell/cross-sell, and hybrid – but are limited to having just one rule in Salesforce. As a work-around, many organizations resort to creating one massive lead assignment ruleset and then wedging all of their rule entries into that one big ruleset, regardless of how many different motions that represents (e.g., entries 1-15 are for the inbound motion, 16-23 are for event follow-up, 24-37 are segment-based, 38-60 are territory-based, etc.). Over time, the machinations in Salesforce can quickly become unmanageable.

This post covers the best practices for Salesforce lead and case assignment rules to get your team more fully engaging your hard-won leads and quickening 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 her/him before attempting to head off on your own.

lead-assignment-rules-criteria

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, there are a couple of tips to follow 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 and make certain the checkbox Assign using active assignment rule has been selected. In support of this step, you can 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

sample-lead-assignment-rules

How LeanData Simplifies Salesforce Lead Assignment

Creating lead and assignment rules in Salesforce is relatively straightforward, but with limitations on having just one rule, 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, and is subject to the following:

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

salesforce-lead-assignment-rules-example

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. It’s 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

leandata-routing-assignment-flow

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 in the burgeoning field of revenue operations, read the eBook, “ Best Practices for a Winning B2B Marketing Data Strategy .”

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  • lead assignment rules salesforce

salesforce lead auto assignment

Ray Hartjen

Ray Hartjen is an experienced writer for the tech industry and published author. You can connect with Ray on both LinkedIn  &  Twitter .

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Running Lead Assignment Rules From Salesforce Flow

Running Lead Assignment Rules From Salesforce Flow

Last Updated on February 14, 2022 by Rakesh Gupta

To understand how to solve the same business use case using Process Builder . Check out this article Getting Started with Process Builder – Part 49 (Running Lead Assignment Rules From Process Builder) .

Big Idea or Enduring Question:

How do you run the lead assignment rule from the Salesforce flow? Lead assignment rules allow us to automatically assign Leads to the appropriate queue or user. A Lead assignment rule consists of multiple rule entries that define the conditions and order for assigning cases. From a Salesforce User interface, a user can trigger assignment rules by simply checking the Assign using the active assignment rules checkbox under the optional section.

The problem arises when you need to insert or update the Leads from Salesforce Flow and wants to trigger assignment rules. Using the Salesforce Flow a Lead will be inserted or updated but the assignment rule will not be triggered as there is no check box to use the organization’s assignment rule or a prompt to assign using the active assignment rule.

Let’s start with a business use case.

Objectives:

After reading this blog post, the reader will be able to:

  • Running the lead assignment rules from Salesforce Flow
  • Understand @InvocableMethod Annotation
  • How to call an Apex method using Salesforce Flow

Business Use Case

Pamela Kline is working as a System administrator at Universal Containers (UC) . She has received a requirement from the management to update the following Lead fields when Lead Source changed to Partner Referra l .

  • Status = Working – Contacted
  • Rating = Hot

As data changed by the process, she wants to fire the assignment rule as soon as the process updates the lead record.

Automation Champion Approach (I-do):

salesforce lead auto assignment

Guided Practice (We-do):

There are 4 steps to solve Pamela’s business requirement using Salesforce Flow and Apex. We must:

  • Setup a lead assignment rule
  • Create Apex class & Test class
  • Define flow properties for record-triggered flow
  • Add a decision element to check the lead source
  • Add an assignment element to update status & rating
  • Add a scheduled path
  • Add a decision element to check if lead source changed
  • Add action – call an Apex class to invoke lead assignment rule

Step 1: Setting Up Lead assignment Rule

  • Click Setup .
  • In the Quick Find box, type Lead Assignment Rules .
  • Click on the Lead Assignment Rules | New button .
  • Now create an assignment rule, as shown in the following screenshot:

salesforce lead auto assignment

Step 2: Create an Apex class and Test class

Now, we have to understand a new Apex annotation i.e . @InvocableMethod . This annotation lets us use an Apex method as being something that can be called from somewhere other than Apex . The AssignLeadsUsingAssignmentRules class contains a single method that is passing the ids of the Leads whose Lead Source changed to Partner Referral . Create the following class in your organization.

  • In the Quick Find box, type Apex Classes .
  • Click on the New button .
  • Copy code from GitHub and paste it into your Apex Class.
  • Click Save.

salesforce lead auto assignment

Step 3.1: Salesforce Flow – Define Flow Properties for Before-Save Flow

  • In the Quick Find box, type Flows .
  • Select Flows then click on the New Flow .
  • How do you want to start building : Freeform
  • Object : Lead
  • Trigger the Flow When : A record is created or updated
  • Condition Requirements: None
  • Optimize the Flow For : Fast Field Updates
  • Click Done .

salesforce lead auto assignment

Step 3.2: Salesforce Flow – Using Decision Element to Check the Lead Source

Now we will use the Decision element to check the lead source to ensure that it is equal to Partner Referral.

  • Under Toolbox , select Element .
  • Drag-and-drop Decision element onto the Flow designer.
  • Enter a name in the Label field; the API Name will auto-populate.
  • Under Outcome Details , enter the Label the API Name will auto-populate.
  • Resource: {!$Record.LeadSource}
  • Operator: Equals
  • Value: Partner Referral
  • When to Execute Outcome : Only if the record that triggered the flow to run is updated to meet the condition requirements

salesforce lead auto assignment

Step 3.3: Salesforce Flow – Adding an Assignment Element to Update Rating and Status

  • Drag-and-drop the Assignment Element element onto the Flow designer.
  • Enter a name in the Label field- the API Name will auto-populate.
  • Field: {!$Record.Rating}
  • Add Condition
  • Field: {!$Record.Status}
  • Value: Working – Contacted

salesforce lead auto assignment

  • Click Save .
  • Enter Flow Label the API Name will auto-populate.
  • Click Show Advanced .
  • API Version for Running the Flow : 53
  • Interview Label : Record-Trigger: Lead Before Save {!$Flow.CurrentDateTime}

salesforce lead auto assignment

Step 4.1: Salesforce Flow – Define Flow Properties for After-Save Flow

  • Field : Lead Source
  • Operator: Euqals
  • Optimize the Flow For : Action and Related Records

salesforce lead auto assignment

Step 4.2: Salesforce Flow – Add Scheduled Paths

salesforce lead auto assignment

  • Under SCHEDULED PATHS , click on the New Scheduled Path .
  • Under Scheduled Path Details , enter the Label the API Name will auto-populate.
  • Time Source : Lead: Last Modified Date
  • Offset Number : 1
  • Offset Options : Minutes After

salesforce lead auto assignment

Step 4.3: Salesforce Flow – Adding an Action to Call Apex class to Trigger Lead Assignment Rule

  • Drag-and-drop the Actions element onto the Flow designer.
  • Select the AssignLeadsUsingAssignmentRules Apex class.
  • Field: LeadIds
  • Value: {!$Record.Id}

salesforce lead auto assignment

  • Interview Label : Record-Trigger: Lead After Save {!$Flow.CurrentDateTime}

salesforce lead auto assignment

Proof of Concept

Now onward, if a business user updates the Lead Source to Partner Referral , Process Builder will automatically update Status , Type , and Assign it to the right user or queue based on the lead assignment rule.

salesforce lead auto assignment

Monitor Your Schedule Flow

To monitor Flows that are scheduled, navigate to the following path:

  • Navigate to Setup (Gear Icon) | Environments | Monitoring | Time-Based Workflow .

salesforce lead auto assignment

  • Use the Delete button to delete the time-based Flow job from the queue.

Formative Assessment:

I want to hear from you! What is one thing you learned from this post?  How do you envision applying this new knowledge in the real world? Let me know by Tweeting me at @automationchamp , or find me on LinkedIn.

Submit Query!

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8 thoughts on “ running lead assignment rules from salesforce flow ”.

I found that this ran repeatedly, every minute, over and over again. Was easy to spot because I modified the Apex to include sending the user notification email as well – so I was getting notification email every minute when testing.

When I updated the ‘Time Source’ in the flow scheduled path from ‘Time Source: Lead: Last Modified Date’ to ‘Time Source: When Lead is Created or Updated’ that seems to have solved the problem.

Was curious if you had the same experience or if there was some other nuance happening.

It also looks like you had originally intended to use a decision element in step 4.3 but changed that to flow entry requirements, likely because the scheduled path can’t assess the prior and current values the same way the starting node can.

Thank you for sharing your valuable feedback. I have a quick question for you: When executing the Apex class, do you utilize a Record-triggered Flow or a Scheduled-triggered Flow?

after the apex class fires, noticed the lead owner is assigned to default lead owner, instead of using lead assignment rule. Any clue?

Thank you for an excellent tutorial 🙂 you solved my problem! Very much appreciated

Anyone getting issues with an error on mass updates “Apex error occurred: System.QueryException: List has more than 1 row for assignment to SObject “? if each one is called individually, I don’t understand how there is more than 1 row for assignment. Sometimes I get an email with this error only to see that the trigger actually worked for the specified record so a bit odd. Thanks!

Thank you for the great tutorial. Why add the 1 minute wait? Is that just to take avoid too much synchronous automation? Or is it required for another reason?

You’re right Kevin (to make the process asynchronous).

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How to Automate Lead Assignment for Salesforce Platforms

Lead assignment in Salesforce is crucial for making sure sales-ready leads reach the right person to make contact, at the right time.

Tom Ryan headshot

Exactly how leads are handed over from marketing to sales should never be assumed or taken lightly. Lead assignment is a crucial step in making sure sales-ready leads reach the right person to make contact, at the right time. Which is why automating lead assignment for Salesforce platforms, from Account Engagement to Sales Cloud, or Marketing Cloud to Sales Cloud, is so important.

The aim for any marketer is to assign inbound leads in the most efficient way, and the lead assignment features of Salesforce enable us to do just that.

If you’ve been assigning leads manually until now, you’re about to have your world changed. 

And if you’re already assigning leads to sales reps using automated features in your Salesforce accounts, don’t exit just yet. Stick around to ensure you’re following best practices and making lead assignment (also known as lead routing) as seamless as it can be.

For this guide, we’re going to assume you are using Sales Cloud alongside Pardot and/or Marketing Cloud. This means there are two parts to ensuring lead assignment runs smoothly. The first is integrating and configuring your Salesforce products to work together, and the second is the setup of Lead Assignment Rules in Salesforce.

Part 1 - Configuring your Salesforce products

Integration.

It’s somewhat obvious, but the first essential step is to connect your platforms using the Salesforce Connector (for Account Engagement aka Pardot), or Marketing Cloud Connect, depending on which you use.

Connecting Pardot and Sales Cloud using the Salesforce Connector is fairly straightforward, and essentially means the two platforms are able to ‘talk’ and share data, rather than marketers needing to manually export and import lead data.

You’ll find the Salesforce Connector in the AppExchange, and an implementation guide is provided by Salesforce here , including considerations before you install. 

You’ll want to use the V2 Connector , so if you’re already using the connector but haven't upgraded yet, be sure to do that.

Marketing Cloud Connect, for connecting Sales Cloud and Marketing Cloud Engagement, is a little more challenging, so we’ve provided a full guide here.

Marketing Data Sharing

After installing the Pardot-Salesforce Connector, you’ll see an option for ‘Marketing Data Sharing’ which allows you to restrict which Leads, Contacts, Opportunities, and/or custom objects are eligible to sync from Salesforce to Pardot. This is ideal for those with multiple Business Units but can work well for those with just one, too.

Screenshot of the Marketing Data Sharing settings

What’s great about MDS is it gives you more control over when prospect and lead records are created, which is all part and parcel of ensuring correct lead management.

For a deep dive into MDS and to configure the settings in the best way for your business, have a read of this dedicated blog: How to Use Marketing Data Sharing in Pardot & Salesforce .

Understand sync behaviours

With your platforms connected, take some time to understand exactly how the two can and will sync . You can set either Pardot or Salesforce as the ‘master’ values, meaning if there are differences in a record between the two platforms, one will be used to override the other. You can also choose to ‘Use the most recently updated record’.

Screenshot of Pardot sync behaviour dropdown

For Account Engagement and Sales Cloud, as a general rule, prospect records sync every two to four minutes. Most records sync immediately, but Account Engagement processes sync queues with over 400 records in batches. Standard batch processing syncs 12,000 records per hour. 

Having said this, certain activities can trigger a sync, and this can be at a prospect, trigger, or system level. We have a full guide to Pardot and Salesforce sync behaviours , which we recommend reading if you’re new to this topic, or to sense check that your current sync behaviours are correct and without errors!

For a free audit of your Account Engagement , Salesforce , or Marketing Cloud account, including checks of your integration and sync behaviours, get in touch .

Part 2 - Setup of lead assignment 

Planning lead assignment and criteria.

Let’s assume you have successfully connected and synced accounts. You are now ready to plan and implement your lead assignment, using preset lead criteria.

Remember, there’s a difference between implicit and explicit leads and you can determine this based on your lead scoring and grading . 

  • Explicit leads: are the right fit for your business because they match the demographics of your ideal customers. For example, they are the right decision-maker within the right type of company and industry.
  • Implicit leads: are prospects who show a keen interest in your business and demonstrate buying intent.

The ideal sales-ready lead will meet both your explicit and implicit lead criteria. So, the very first item on your to-do list is to agree and document what makes a qualified lead . This should be a collaborative effort between marketing and sales teams.

Download the ‘ How to Qualify Leads’ eBook for a step-by-step guide to planning and implementing lead qualification.

Only once you have a clear definition of a sales-ready lead, can you plan who should receive such leads, when, and how. Some considerations are:

  • Do sales team members have designated regions or countries?
  • Are there priority team members who should receive leads first?
  • Should leads be assigned by their product or service interest ( Scoring Categories help with this)?
  • Are there types of leads we don’t want to contact and what happens to these?
  • Do leads from different sources require different teams or treatment?

Use these considerations to map out your precise criteria, such as:

Criteria 1: Unqualified leads - don’t assign those from regions we don’t service.

Criteria 2: ABM leads - high-value targets must be assigned to a specific sales rep.

Criteria 3: Country - all remaining leads must be assigned to their country-specific sales team.

Again, document your lead assignment plan offline first, before implementing anything in your Salesforce accounts. This really helps to get a clear picture of what will happen and allow you to sense check before changing any settings that could cause problems later.

How to create a Lead Assignment Rule in Salesforce

You’ve got your lead assignment criteria sorted and you’re ready to get things set up. Enter the aptly named ‘Lead Assignment Rule’ in Salesforce.

Navigate to the ‘Marketing’ section in Salesforce and select ‘Lead Assignment Rules’.

Screenshot of Lead Assignment Rule in Salesforce

Here’s where you create your Lead Assignment Rule but heads up, you can only have one active rule at a time. 

Now note that when you create a rule, you’ll specify the order that each criteria will be processed. Therefore, it’s easiest to input in priority order, with the most important rule criteria first.

Once you’ve entered your rule criteria (side note, you need to make sure you have the data values to match the rule!) you can choose the assignment action.

There are three options for lead assignment and these are:

  • User - assign to a specific Salesforce user, by name.
  • Queue - assign to a queue to be distributed among a team.
  • Partner user - assign to a user of a partner account .

To assign a lead to a ‘Queue’ you’ll need to first create the Queue in the Administration > Users > Queues section of Salesforce. 

Screenshot of the Queues section in Salesforce

For example, you may have Queues for each region’s sales team, with the relevant users selected as members i.e. a Queue for ‘Leads - UK’ and a separate Queue for ‘Leads - Germany’. 

Once activated, all leads will be assigned based on the active rule. It’s a good idea to have a final criteria in your rule that catches all other leads and assigns them to a default user, so you can review and update your criteria if required, or manually assign these leads.

Salesforce Lead Assignment Rule example

Screenshot of the MarCloud Lead Assignment Rule

In the above screenshot, you can see that the Lead Assignment Rule has three criteria, in order of priority. First, we eliminate leads that should not be assigned, those that are clearly time-wasters. Next, we assign ABM leads to specific sales reps because these are priority leads. Then, we assign all remaining leads to different Queues based on their region: Europe, North America, or Asia Pacific.

Triggering LARs from Pardot/Marketing Cloud

Where things get a little tricky with lead assignment is when we start to consider how leads are assigned in Salesforce when coming from Pardot or Marketing Cloud.

Pardot/Account Engagement

In Pardot, a prospect must have an assigned user to allow them to sync to Salesforce in the first place. The problem is, having an assigned user means the prospect is ignored by the Salesforce Lead Assignment Rule. 

This is all well and good if you have just one or two sales reps who handle all leads. You can simply ‘Assign to user’ or ‘Assign to Queue in Salesforce’. The complex Lead Assignment Rule might not be necessary.

For those who prefer a Lead Assignment Rule in Salesforce to better triage and automatically assign large volumes of leads to multiple users though, the solution is to select the ‘Assign Prospect Via Salesforce Active Assignment Rule’ within Completion Actions (for forms, form handlers, custom redirects, emails and page actions), Automation Rules, or Engagement Studio programs. 

Screenshot of Completion Action fields

This will push prospects to the Salesforce Lead Assignment Rule when the criteria is met and the prospect syncs without an owner, allowing the LAR to assign accordingly.

Marketing Cloud

How do you trigger LARs in SFMC?

With Marketing Cloud evolving from a B2C focus, lead assignment is not as well defined as a tool. That’s not to say that effective lead assignment logic can’t be used, it just means you will have to leverage the powerful tools provided by Marketing Cloud Connect in conjunction with Journey Builder.

Journey Builder has a number of actions such as the Create Lead, Convert Lead, and Update Object which can all be configured to update records in Sales Cloud. This means that you can construct a logic flow to determine which route a lead goes down and then have a create lead/update lead action that assigns the lead to a particular salesperson. This could be random, a round-robin, based on working hours, or based on a lead’s profile. 

Troubleshooting rules that aren’t working

Finding that your Lead Assignment Rules are not working? Here are a few common reasons why:

  • Your LAR isn’t ‘Active’ - select the ‘Active’ checkbox and remember you can only have one active rule at a time.
  • When creating leads in Salesforce manually, you must select the ‘Lead Assignment’ checkbox to ensure your new lead triggers the rule.
  • Prospects are already assigned to a user in Pardot and therefore, bypass the LAR - use ‘Assign Prospect Via Salesforce Active Assignment Rule’ instead.
  • You’re trying to run your LAR on a lead already assigned in Salesforce - LARs trigger for new leads as they are created and using the criteria at that time.
  • There’s an error in your rule criteria which means the way you are checking the rule is wrong. Check the ‘Operator’ you are using and the way the rule is run.

Ready to qualify and assign leads?

No lead assignment in Salesforce can be relied on confidently without first agreeing on a shared definition of what a ‘sales-ready lead’ means for your business. 

Start with a robust scoring and grading model using our free ‘ Pardot Scoring & Grading That Works ’ eBook, to quickly surface only the most qualified leads and be sure you’re following the best practices for long-term success.

Founder & CEO of MarCloud, Tom has been on both sides of the fence, client-side and agency, working with Salesforce platforms for the best part of a decade. He's a Salesforce Marketing Champion and certified consultant who loves to co-host webinars and pen original guides and articles. A regular contributor to online business and marketing publications, he's passionate about marketing automation and, along with the team, is rapidly making MarCloud the go-to place for Marketing Cloud and Salesforce expertise. He unapologetically uses the terms Pardot, Account Engagement and MCAE interchangeably.

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Kumar Gurrampalli

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Chapter 11 - Sales Cloud >

  • Lead Assignment Rules in Salesforce
  • 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
  • Opportunities in Salesforce
  • Products and Pricebooks in Salesforce
  • Quotes in Salesforce

What You’ll Learn

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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.

What are Lead Assignment Rules?

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.

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Example Scenario

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. 

  • After logging in, go to the horizontal navigation bar’s upper right corner and choose Setup.
  • Type “assignment rules” into the Setup search box, then choose Lead Assignment Rules.
  • To add a new assignment rule, select New.
  • Enter a name in the Rule Name box and Click Save when finished.
  • 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)
  • After completing these steps, select Save.

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Benefits of Lead Assignment Rules

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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How to create a round robin lead assignment rule in Salesforce

If you manage a sales team who are working with new inbound leads and you want to equally divide these, this is for you!

salesforce lead auto assignment

Craig Maxwell

Building repeatable revenue engines by combining excellent people, processes, and technologies. 🚀

First off, what even is a round robin? In Salesforce CRM terms it refers to a method of evenly assigning leads to users within a team in a series or sequence.

When would I need this?

For example, you have 5 SDRs (Sales Development Representatives) working with new inbound leads and as a Salesforce administrator, you want to equally divide these between the team.

“A round robin rule allows you to equally distribute new lead records without having to manually assign them using a rotation as shown below"

Lead number (1) goes to SDR 1 Lead number (2) goes to SDR 2 Lead number (3) goes to SDR 3 Lead number (4) goes to SDR 4 Lead number (5) goes to SDR 5 Lead number (6) goes to SDR 1 Notice the rotation here? ☝ ‍ Lead number (7) goes to SDR 2 Lead number (8) goes to SDR 3

And so on...

To achieve this in Salesforce you need to create 2 custom fields on the lead object, an auto number field and a formula field.

Read on and we’ll walk you through how to create and use these to automatically distribute leads and have your sales team thinking you’re some kind of magical Salesforce wizard... 🧙

To create the new fields go to Setup > Object Manager > Lead > Fields & Relationships and select New and choose the data type 'Auto Number' and hit 'Next'.

Creating the auto number field in Salesforce

Creating the auto number field:

On Step 2 add in the following options:

Field Label: Lead Number Display Format: {0} Starting Number: 1 Field Name: Lead_Number

Building out the Lead Number details in Salesforce

Building out the Lead Number options:

A unique number will now be assigned to this field for each new lead record created in a sequence.

Auto number fields are not editable by users, as new records are created this number will increase, the first lead '1', the next '2', and so on.

You may also see a checkbox to tells Salesforce to 'Generate Auto Number for existing records'.

If you need to assign existing records a number go ahead and check this box, leaving this unchecked will result in only new lead records moving forward will being assigned a number and routed.

Next you will need to create a new formula field that will take the auto number generated by Salesforce and assign it with sequential value that falls within a range you specify (It is this formula that makes the round robin rotation possible).

Create a new formula field with the following options:

Field Label: Round Robin ID Field Name: Round_Robin_ID Formula Return Type: Number Options: Decimal Places = 0

Click 'Next'

Creating the Round Robin ID field in Salesforce

Creating the Round Robin ID field:

Select the 'Advanced Formula' tab and in the formula editor type in the following:

MOD(VALUE({!Lead_Number__c}) ,3) +1

Advanced Formula Settings in Salesforce

Advanced Formula Settings:

This MOD function takes the "Lead Number" created earlier and applies a bit of math to only return a number within a specified range.

The '3' in this case means that it will only return the numbers 1, 2, or 3. If you were to change the '3' in the MOD formula here to '5' you’ll get a result of either 1, 2, 3, 4, or 5 as your Round Robin ID.

“Now that we have a method to tag each lead with sequential Round Robin IDs, we can use this ID to create a Salesforce Lead Assignment Rule."

Type 'Lead Assignment Rules' into the quick find search in setup and navigate to 'Lead Assignment Rules' and select 'New'.

Give your new rule a name, tick the "Active" checkbox and click “Save”.

Creating the lead assignment rule

Creating the lead assignment rule:

On the next screen click on the 'Rule Name' for the rule you just created and click the 'New' button.

Creating the lead assignment rule

Lead assignment rule continued:

Sort Order = 1

Object = Lead, Field = Round Robin ID, Operator = 1

Select the users to be assigned the lead and make sure to select an email template so that you are notifying the new owner of a new lead flying their way! 💥

Click 'Save & New' to create repeat these steps creating a rule for each rep that needs to be assigned a lead based on the Round Robin ID.

Bear in mind, the "Sort Order" sets the order in which your rules are evaluated.

To test your new assignment rule, make sure your lead page under 'Layout Properties' has the 'Assign using active assignment rules' checkbox marked as 'Show on edit page.

Lead assignment rule continued...

You can then create a new lead and check the 'Assign using active assignment rule' checkbox before saving to trigger your new assignment rule.

Lead Edit Screen in Salesforce

Thanks for reading & please share this if it helps you! 👏

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Salesforce Lead Assignment Rules: How To Manage The Salesforce Lead

You're busy, and managing leads in Salesforce is a pain. You want to use the system but there's just too many hoops to jump through. This blog post will help you understand how salesforce lead assignment rules work and show you how they can make your life easier when assigning leads in Salesforce.

salesforce lead auto assignment

Lead assignment is a critical function in any sales organization and it has been our experience that many companies are not following these simple rules due to lack of understanding or poor training. 

We hope to help you avoid these mistakes by sharing some of the most common mistakes made when assigning leads in Salesforce with you.

What Are Salesforce Lead Assignment Rules

Salesforce lead assignment rules allow a user to specify rules that pick up a specific value from a custom object and assign it to the Contact Manager field of the Lead.

Lead assignment rules are created based on your business requirements, for example: If a prospect fills out an interest form or email marketing survey , you can automatically add their information as Leads in Salesforce, which makes them available for sales reps to follow up with.

Or maybe your company is growing rapidly and you need opportunities to be auto-assigned every time one is updated by an internal team member. In all these cases, lead assignment rules come in handy .

A lead assignment rule can be executed when a custom object record has been created, updated or deleted. It starts with a trigger and ends with an assignment rule.

For example: whenever a user updates the 'Lead Status' field on the 'Opportunity' object, update or delete (depending upon whether Lead Status is set to Closed/Lost or Reopened) the associated Contact record on the 'Cust Team' custom object.

To create this Lead Assignment Rule

  • Navigate to Setup
  • Leads  and click on New Assignment Rule. Give your lead assignment rule a name and select Sub Object as Opportunity then choose Trigger as Updated Opportunity Status.
  • Leave Conditions as Blank and click Save.

The moment you save the lead assignment rules, Salesforce creates a picklist of Available Values with two options – Yes and No.

This is because a lead assignment rule can either create or update a record on another object, depending on the condition that you set.

Now, let's say you want to automatically create a new Lead record whenever the 'Lead Status' field on the 'Opportunity' object is set to Closed/Lost. To do this, we'll need to add an Assignment Rule. Select Assignment Rule as New Lead and choose the action as Create.

Under Object Type , select Lead and under Field Name , select Status . Leave Conditions blank and click Save .

You've now created a lead assignment rule that will automatically create a new Lead record whenever the 'Lead Status' field on the 'Opportunity' object is set to Closed/Lost.

But wait, this rule will create Leads for Closed/Lost Opportunities only. What if you also wanted to automatically create a lead whenever the Status is set to Reopened? 

Well, all you need to do is add another Assignment Rule and choose both rules as New Lead . Select the action Create under the object Salesforce creates a picklist with three options – Yes , No , and No Match. This signifies that it will either update or create records depending upon its conditions.

To edit an existing assignment rule, follow these steps:

  • ‍ Navigate to Setup | Customize | Leads | Assignment Rules. The Assignment Rules page displays all of your existing rules together. You can filter this list by selecting a particular object, such as Accounts or Contacts, and then clicking on the Edit button.
  • ‍ The Rule Details page for the selected rule displays. This page enables you to edit the rule's name, description, and conditions. You can also specify which objects the rule applies to, what type of action to take (such as Create or Update), and which fields on those objects to use.
  • When you're finished editing, click Save.

You can also delete a lead assignment rule by following these steps:

  • ‍ Navigate to Setup | Customize | Leads | Assignment Rules. The Assignment Rules page displays all of your existing rules together. You can filter this list by selecting a particular object, such as Accounts or Contacts, and then clicking on the Delete button.
  • ‍ The Rule Details page for the selected rule displays . This page provides information about the rule, including the rule's name, description, and conditions.
  • ‍ Click Delete to remove the rule from Salesforce. There are many different ways to use lead assignment rules in Salesforce. By creating rules that automatically update or create records on other objects, you can save time and ensure that your data is always up-to-date.

salesforce lead auto assignment

The Seven Rules Of Compliance: Salesforce Lead Assignment Policy

Now that we have covered the basics of Lead Assignment Policy, it's time to get into the specifics. Below are the seven rules of compliance for Salesforce Lead Assignment rules:

Rule 1: All leads must be assigned to a user. 

This is a basic rule and should go without saying. All leads must be assigned to a user in order for them to be worked. If you're not sure who should receive a lead, consult your company's sales process and procedures.

Rule 2: Leads must be assigned in a timely manner.

Leads should be assigned as soon as they are created in order to ensure that they are worked promptly. 

However, there may be cases where a lead expires before it has any activity. In these cases, you can either let the lead expire or reassign it to another user who may work it later on.

Rule 3: A user cannot belong to more than one owner-recipient pair in a single Salesforce organization.

A lead must be owned by one person, but that same lead can be assigned to one or more users within your team using owner-recipient pairs. 

However, no single user should appear in multiple owner-recipient relationship fields for different leads in your database. If this happens, then all recipients will receive every opportunity created from every new lead that's assigned to the problematic user! 

To avoid this, create a new lead assignment policy with the problematic user excluded. Then, create a new lead assignment policy without the problematic user and re-assign all of your leads to the appropriate users using owner-recipient pairs.

Rule 4: A user cannot be a recipient in more than one owner-recipient pair within a single Salesforce organization.

As shown by Rule 3 above, you can have an owner for a lead as well as multiple recipients on that same lead record. However, no single user should appear as both an owner and a recipient on different leads that are under the same qualifying rules. 

If this happens, then all of those leads will route directly to your Salesforce Inbox ! To avoid this, simply create a new lead assignment policy with the problematic user excluded and re-assign all of your leads to the appropriate users using owner-recipient pairs.

Rule 5: A recipient cannot be a member of more than one owner-recipient pair in a single Salesforce organization.

This is another rule that should go without saying, but just like Rules 3 and 4 above, it's important to ensure that you're not setting up multiple recipient relationships for the same user within your Salesforce instance. 

To avoid this problem, simply create a new lead assignment policy with the problematic user excluded and re-assign all of your leads to the appropriate users using owner-recipient pairs.

Rule 6: Recipients must own at least one opportunity to be considered valid.

If you're looking for the most basic rule to begin with, this is it. If recipients are not set up to own one or more opportunities, then they won't have any activities in Salesforce automatically created for them when a lead is assigned. 

This means that Leads will need to route directly into your Salesforce Inbox until you either create some activities for your team or manually assign the lead back to the original owner. 

To avoid this problem, simply create a new lead assignment policy with all of your existing recipients included and re-assign all of your leads accordingly!

Rule 7: You cannot add existing users as recipients if their user records contain fields that are incompatible with assignment policy criteria.

There may be one or more cases where you have users who are already in your system but are not set up to receive leads through your lead assignment policy. 

If you try to add these users as recipients for this newly created rule, then their accounts will show up in red because they won't meet the criteria defined in the assignment policy's qualifications field. 

To fix this problem, simply create a new lead assignment policy by including existing recipients in your Salesforce instance. Then, re-assign all of your leads accordingly!

What Are The Drawbacks Of Using Salesforce Lead Assignment Rules?

Lead Assignment rules are an extremely powerful tool inside Salesforce. They enable business users to control who can view and respond to leads, while also streamlining workflows and ensuring that important leads aren't being ignored.

However, as with all features in Salesforce, there are several drawbacks or limitations that need to be taken into account when a lead assignment rule is put into use:

  • A lead has to meet the criteria of all lead assignment rules assigned to it, which might not always be possible. Imagine a Business Development Manager using a Lead Assignment Rule so they receive all high priority leads from two queues - one for new accounts and one for existing customers. But what if the lead doesn't have an account? In this case both queues would be evaluated, even though the lead should only go to one of them.
  • Rules can be time consuming and complex to set up. The business user has to have a good understanding of how the rule works in order to create it.
  • Rules can be overridden by other users if they have access to the lead. This means that although the Lead Assignment Rule was supposed to ensure that a specific person received the lead, it could end up going to someone else if they're faster at responding or have more seniority.

Overall, Lead Assignment Rules are an extremely valuable tool for controlling workflows and ensuring that important leads don't fall through the cracks. 

However, it's important to be aware of the drawbacks and limitations when using them in order to make sure they're being implemented in the most effective way possible.

Salesforce Lead Assignment Rules are an extremely powerful tool inside Salesforce. They enable business users to control who can view and respond to leads, while also streamlining workflows and ensuring that important leads aren't being ignored.

salesforce lead auto assignment

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Assignment Rule Header

Header field name and values.

This header also gets applied when making REST API calls that indirectly result in creating or updating Accounts, Cases, or Leads. For example, if you use this header with a call that updates a record, and the update executes an Apex trigger that updates a Case, the assignment rules would be applied.

  • TRUE . Active assignment rules are applied for created or updated Accounts, Cases, or Leads.
  • FALSE . Active assignment rules are not applied for created or updated Accounts, Cases, or Leads.
  • Valid AssignmentRule ID. The given AssignmentRule is applied for created Accounts, Cases, or Leads.

TRUE and FALSE are not case-sensitive.

If the header is not provided in the request, the default value is TRUE .

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How to Re-run Salesforce Lead Assignment Rules: Flows & Apex

Salesforce Lead assignment rules ensure Leads are assigned to the appropriate user or queue for follow up. They also liberate marketers from trying to maintain sales territory logic within their Marketing Automation Platform (MAP).

>> Related: How to Build a SLA Alert in Salesforce <<

When a new Lead is created, Salesforce will use logic you’ve configured to assign the record to the appropriate user or queue. But what if you need to re-run that logic on existing records ?

In this post:

Re-running Lead Assignments for just a few Leads

If you only need to do this for a single Lead record, the solution is simple.  Edit the record and select the optional “ Assign using active assignment rule ” checkbox.

Edit Lead Screenshot with Assign box checked

If you need to do a one-time batch reassignment of a number of records, export the relevant Lead Ids.  Then use the Apex Data Loader to trigger assignment rules to fire. You can grab the ID of the appropriate Lead Assignment Rule from the URL bar when viewing the rule in Setup. It will always start with the prefix “01Q” .

Assignment Rule Id from URL bar

But you may want to automatically re-run Salesforce Lead Assignments

But you may want to re-run assignment rules automatically under certain conditions. For example:  you may assign Leads under a certain Lead Score to a Queue.  When the Lead Score increases over the threshold, you then want to re-run assignment rules to assign to an inside sales rep for follow up.

To do this, we combine Flow and an Apex Invocable method. We take advantage of the power of Apex with the flexibility to declaratively (clicks, not code!) control the logic of when to re-run the assignment rules, without having to edit any code.

Using Apex for Salesforce Lead Assignment Rules

Let’s start with the code.

Since we’re writing code here, we’ll need to start in a sandbox org first before deploying to production. You’re smart and already knew that you’d NEVER make changes in production without first testing in a sandbox ( right?! ), but in this case, Salesforce doesn’t trust you either way and forces you to write your code in a sandbox org before moving to production.

We’ll be creating an Apex class with a single method with the @InvocableMethod annotation, which allows us to call our Apex from within a Flow. The method accepts a single parameter (a list of the Lead Ids to be assigned) that you’ll pass into the method from your Flow.

That’s it. Just those four lines are all you need in your code. The logic for firing the assignment rules will be configured in one or more Flows.

Now, in order to actually deploy this to your production org, you’ll also need to create a test class to cover your code and ensure that it functions as expected in your environment. A sample test class might look like this (but this is extremely basic):

Work with a developer to ensure you’re accounting for any requirements specific to your Salesforce instance.

Using Salesforce Flows for Lead Assignment Rules

Now we’ll create our declarative logic of when to fire the code, using a Flow.

1) Create a new Flow by searching for Flows under Setup and clicking the New Flow button in the top right. This example is for a Record-Triggered Flow , but you can design it a number of ways.

salesforce lead auto assignment

2) Select the Lead object for your Flow and configure the trigger for when a record is created or edited .

salesforce lead auto assignment

3) Then set the Entry Conditions.  In this use case, we want to re-assign Leads after they meet a certain Lead Score. Select “custom condition logic is met. ” Set the condition that the Lead Score is greater than or equal to 100.

Under the “When to Run the Flow for Updated Records” section, select the option to only execute when a record is updated to meet the condition requirements . This means we’ll only execute the actions if the record previously did not meet the criteria, but now does after being updated.

salesforce lead auto assignment

4) Without getting into too much detail, because of Triggers and Order of Execution , we can’t call our code in an immediate action. Instead, we’ll create a scheduled path to call our Apex method.

salesforce lead auto assignment

In this case, we want the logic to execute ASAP, so we’ll set the schedule for 0 minutes from now.

salesforce lead auto assignment

5) Once saved, we can create a new action. Click to Add a New Element , and select an Action type. Give your action a name, and select the Apex class you created earlier. Set the Apex Variables leadIds using the Field Reference of the Lead Id that started the process.

salesforce lead auto assignment

6) After saving, your Flow looks like this:

salesforce lead auto assignment

Activate your flow, test in your sandbox, and deploy to your production org. Since the code is fired under a scheduled action, there is a slight delay before the reassignment happens. In my experience, it’s usually <2 minutes, but you can monitor this under Setup > Flows and viewing the Paused and Waiting Interviews section.

Scheduled Action Monitoring

The nice part about this approach is that if your requirements change – for example if your Lead Score threshold changes to 150 instead of 100 – you can change the logic in your Flow (Step 3) without having to touch any code.

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Home » Video » Eliminate Manual Record Matching | Automate This!

Eliminate Manual Record Matching.

  • Eliminate Manual Record Matching | Automate This!

Welcome to another “Automate This!” In this live-streamed video series, we cover all things automation, from use cases and best practices to showcasing solutions built by Awesome Admin Trailblazers like you. With automation, you can remove manual tasks, drive efficiency, and eliminate friction and redundancy. In this episode, Christina Nava uses a screen flow to match students and providers to save hours of manual work. In her screen flow, she uses the subflow twice — she builds and maintains it once but can re-use it multiple times, instead of building the same components twice in her flow.

Use case: The manual provider matching process takes too much time

At Gaggle, we provide therapy and coaching to students. The challenge lies in identifying the most suitable provider for each student based on various criteria such as session times, age, language, and specific issues. Previously, this manual matching process took up to 10 minutes for each new student, accumulating several hours of our staff’s time every week.

The solution: Automate the provider matching process with Flow

We decided to create a screen flow that would find all potential provider matches for a student and allow the user to select the best match.

One of the issues when creating this flow was the need to compare a multi-select picklist with another multi-select picklist. As I’m sure you’re aware, using a multi-select picklist comes with a warning label. One of the reasons Salesforce Admins hesitate to use them is because the output of the field value selection is a semicolon separated string which is difficult to work with in flows. However, multi-select picklists are easier for our students and providers when they need to select more than one option, so we need a way to work with these in our flow.

We have quite a few multi-select picklists we need to match between our providers and students, so instead of copying the same elements multiple times within my flow, I decided to create a subflow that I can call multiple times. The subflow receives a multi-select picklist and returns the selected values as a collection which is then used when attempting to find the list of potential providers for a student.

Part 1: Create a subflow

The first step in this solution is to create a subflow of type Autolaunched Flow (No Trigger) that accepts a text variable for input, processes it, and returns a text collection. Your final subflow should look like this:

Subflow that accepts a multi-select picklist and returns it as a text collection.

Create the following variables.

  • Input_MultiPicklist_Values: text variable that accepts the multi-select picklist you want to turn into a collection

Input_MultiPicklist_Values text variable that is available for input.

  • Selected_Values: text variable that contains the “current” string of the selected values from the picklist

Selected_Values text variable.

  • fx_Single_Value: formula that calculates the string of the FIRST value in Selected_Values

fx_Single_Value Text Formula Variable with the following formula: TRIM( LEFT({!Selected_Values} , FIND(";", {!Selected_Values})-1 ) ).

  • fx_Updated_Selected_Values: formula that removes the first value from Selected_Values

fx_Updated_Selected_Values Text Formula Variable with the following formula: TRIM( SUBSTITUTE( {!Selected_Values} , {!fx_Single_Value}+";" , "" ) ).

  • Return_ValueCollection: text collection variable returned to the main flow that contains a collection of all the values the text field contains

Return_ValueCollection text collection variable that is available for output.

After you’ve created all the variables, it’s time to start building.

Add an Assignment element to do the initial copy of the multi-picklist values received from the main flow to the Selected_Values variable. You then need to Add a semicolon at the end in order to make the formulas work correctly.

Assignment element setting Selected_Values equal to Input_MultiPickllist_Values and adding a semicolon to the end.

Next, add a Decision element to check if Selected_Values is null (that is, there aren’t any values). If it is, we have either finished populating the Return_ValueCollection variable or the multi-select picklist is null (that is, didn’t have any values) when we called this subflow. In those cases, we end the subflow and the Return_ValueCollection variable is returned to the main flow. If Selected_Values is NOT null (that is, the variable contains values), then we continue with the subflow.

Decision element checking to see if Selected_Values is NULL.

Next, we use an Assignment element to Add the first value of Selected_Values (calculated using the fx_Single_Value formula) to Return_ValueCollection. Note, the operator for this assignment needs to be Add and not Equals . If you use Equals , Return_ValueCollection will be rewritten every time and you’ll end up returning just the last value from the multi-select picklist.

Assignment element Adding fx_Single_Value to Return_ValueCollection.

The last element of the subflow is another Assignment element. With this one, you’re resetting Selected_Values to remove the first string that you just added to Return_ValueCollection. This is accomplished by using the fx_Updated_Selected_Values formula.

Assignment element setting Selected_Values equal to fx_Updated_Selected_Values.

Finally, we’re going to reroute the connection from the last Assignment element back to the Decision element above. By doing this, you’re using the Decision element as a loop. You’ll continue to loop through the Decision and the two Assignment elements until the Selected_Values is null and the subflow ends. If you’d like more information on how the formulas are calculated, see the Formula Explanation section at the end of this blog post.

Once everything is created and tested, Activate the subflow so you can use it in the main flow you’re about to build.

Part 2: Create a screen flow

Now that you’ve created and activated the subflow, it’s time to create the Screen flow. Your final flow will look like this:

Completed screen flow.

  • recordId: text of the record ID of the Contact record from which the flow was called

recordId Text Variable that is available for input.

  • scol_EligibleProviders_FinalList: collection of Contact records

sCol_EligibleProviders_FinalList Record Collection variable.

After you create the variables, add a Get element to get the contact record of the student from which the flow was called. Then, add a Decision element to ensure the student is on the waitlist before moving on.

Get element to get the student's record.

We now need to retrieve the list of providers so we can start the matching (filtering). To do this, we need the record ID of the provider record type on the Contact object. Since we don’t want to hard code a record ID, we’re going to use a Get Records element on the Record Type object where SobjectType is Contact and the DeveloperName of the Provider Record Type.

Get Records element to retrieve the record type ID of the Contact provider record type.

Once we have the provider record type ID, we can add another Get Records element to get all active providers who have open availability. This gives us the first list of providers.

Get Records element retrieving all active providers that have open availability.

Now we want to filter out the providers who do not work with students of this student’s grade, who do not speak the same language as the student, and who don’t take clients in the student’s time zone. Each of these fields is a single picklist on the student’s record and a multi-select picklist on the providers. The easy way to filter our list is to see if the student’s selection is included in the provider’s multi-select picklist using the Contains o perator in a Collection Filter element.

Collection Filter element filtering the available providers based on fields from the student record.

Next, we need to determine the providers who are specialized in helping the student with their specific issue(s). As each student may have been referred for multiple reasons and each provider can have multiple specialties, we need to compare a multi-select picklist to a multi-select picklist.

This is where the subflow you created earlier comes into play. We need to send the student’s reason for referral multi-select picklist to the subflow and receive a collection of values so we can loop through them. To do this, add a Subflow element to call the subflow you created above and include the student’s reason for referral.

Element calling the subflow we created above.

Now, we want to loop through the remaining providers, and within that loop, we want to loop through the student’s collection.

Element looping through each of the providers from Stage 1.

We’re comparing each of the student’s reasons for referral to each provider’s speciality areas.

Decision element checking to see if the current reason for referral for the student is included in the provider's specialties.

If a provider matches at least one referral reason, then they are added to the final list of providers.

Assignment element adding the current provider to the sCol_EligibleProviders_FinalList.

The next element is a Screen element that displays the student’s information and the final list of potential providers. The user can then choose the provider they want to assign to the student.

Screen element showing details about the student and displaying the list of potential providers.

We then check to see if the user selected a provider, by using a Decision element.

Decision element checking to see if the user selected a provider from the list.

Lastly, add an Assignment element to assign the provider, set the client status, and set a checkbox.

Assignment element updating the Provider, Client Status, and Assigned to Provider fields on the student's record.

Then, use an Update Records element to update the student record.

Update element writing the changes to the student's record to the database.

Note that each data manipulation language (DML) element (pink colored element) has a fault path to ensure the end user has a positive experience. The fault paths all terminate at the same Fault Screen to display the FaultMessage.

Screen element displaying the FaultMessage.

Before activating your flow, you want to test/debug it to make sure everything works correctly. Once completed, activate your flow.

Business results: Went from hours spent to minutes

The implementation of this solution has significantly reduced the time spent on manual matching. Our internal team, which previously spent up to 5 hours a week on these tasks, can now achieve the same results in just minutes.

Formula explanation

So how does the subflow take a semicolon separated string and turn it into a collection?

In my example below, I have a multi-select picklist with “one”, “two”, and “three” chosen by my user. The table shows the value of each variable during each of the loops through the Decision element.

Input_MultiPicklist_Values = “one;two;three”

Further explanation of how the formulas are calculated:

  • Let’s start from the inside out on this formula. The FIND function looks for a specified string within another string and returns the position of where that string starts. So, with this we’re finding the position of the first semicolon in the Selected_Values string. We are then subtracting 1 from that position so we can exclude the semicolon. In the next piece of the formula, we’re using LEFT to get the first value from Selected_Values. Last of all, we use TRIM to remove any spaces or tabs from the beginning or end of the string.
  • The first thing we do here is add a semicolon to the Single_Value string, then we look for that new string in the Selected_Values variable and replace it with null. This effectively removes that string and gives a new string with the first value removed.
  • Trailhead: Build Flows with Flow Builder
  • Trailhead: Flow Testing: Step-by-Step
  • Salesforce Help: Formula Operators and Functions by Context

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Christina nava.

Christina Nava is an 8x Certified Salesforce Professional with more than 20 years of experience in software consulting. She loves anything and everything Salesforce related and will talk nonstop about it as long as someone is listening. She enjoys solving problems using automation and thinks flows are the greatest thing since sliced bread.

  • Automate This! — Gather Information from Experience Cloud Users with Flow
  • How I Solved It: Interrupt the Dreaded “Infinite New-Case-Loop”

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Assignment rules allow you to automatically apply criteria to sort, queue, or act on leads. For example, use assignment rules to automatically assign leads to the lead inbox queue for Partner Central.

Required Editions

For lead distribution, use assignment rules to define the criteria by which you want to distribute your leads, such as partner tier, geography, or specialization.

  • From Setup, enter Leads in the Quick Find box, then select Lead Assignment Rules .
  • Create a lead assignment rule, let’s call this All Channel Sales Leads.
  • Create rules to filter leads by record field values or user criteria and assign them to the lead inbox queue. You can also create rules to directly assign leads to partner users.
  • To send an email notification when a lead is assigned to the queue, select an email template. You can also create custom templates for partner email notifications .

Note

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Getting Started With Assignment Flows

For the most part, assignment rules are difficult to visualise and manage in salesforce. complete leads makes it easy to create and manage assignment rules, for teams of variable sizes and complexities, in a flow-chart-style ui. 5-aug-2022 • knowledge, the ‘what’.

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Creating a New Flow

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Activating your flow

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Filter Records By Criteria  

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Multiple Criteria Filter

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Assign Round Robin

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Assign Matched Lead Owner (Lead records only)

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Account Based Assignment (Lead records only)

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Assign to User or Queue

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Re-Run Salesforce Lead Assignment Rules (Lead records only)

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Duplicate Rule Match

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Custom Match

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Create Record

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Update Match

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Field Update

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Email Users

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Slack Notification

Convert leads (lead records only).

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Record Auto Merge

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  • Winning lead has a value for Phone, Email, Annual Revenue.
  • Losing lead has a value for Phone, Email, Employee Count, Industry.
  • Winning Lead retention will result in a lead with Phone, Email, Annual Revenue values preserved.
  • Losing Lead retention will result in a lead with Phone, Email, Employee Count, Industry preserved.
  • “Both” retention will result in a lead with Phone, Email, Annual Revenue, Employee Count, and Industry.
  • If your winning lead is the newest lead, you may want to keep all values from the winning lead by default but keep a Do Not Call value set to TRUE if this value exists on the older lead.
  • If you always want to keep a Lead Status that's further down the funnel, you can prioritize the value of SQL, then MQL, then AQL if either lead has that status.

Nested Flows

image.png

Additional Features

Response timer, lead conversion, implementation.

Contact your respective Customer Success Manager for any questions/assistance when creating your assignment flows.

System Information

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6 Ways to Manage Lead Assignment in Pardot

  • Marketing Automations , Pro Tips
  • January 13, 2022

min. reading

Pardot lead assignment routing can trip up even the most experienced sales and marketing teams. 

There are so many different ways to assign your prospects within Marketing Cloud Account Engagement (Pardot). Whether you want to manually assign prospects or utilize automation rules or completion actions to assign prospects based on their activity or information, the options can seem overwhelming.  

In this post, I’ll dive into 6 different ways to manage lead assignment in Pardot and how to determine what the best option is for you. After all, cultivating interest, inspiring action, and responding to people who raise their hands is why we’re here, right?

Six Pardot Lead Routing Methods

Choosing the right lead management strategy and tools to automate the process is challenging, but it’s super important. Read on to understand what you should know to make the right choice for your organization.

 There are multiple ways to assign new leads in Pardot ranging from manual assignments to complex and automated assignments based on lead criteria or activity. 

  • Assign to User
  • Assign Prospect Via Salesforce Active Assignment Rule
  • Assign to Group
  • Assign to Queue in Salesforce
  • Assignment via Prospect list actions
  • Assign via advanced lead assignment rules in Salesforce

1. Assign to User

Assigns a prospect to the specified user when the requirements of the rule are fulfilled.

How to use it

Completion action:.

Assign to user can be set up as a completion action for your forms, form handlers, files, custom redirects, emails and page actions, by selecting “Assign to user” and selecting the user’s name from the dropdown

salesforce lead auto assignment

Automation Rule:

Assign prospect to user can be set up as an action within an Automation Rule. This is a great way to assign leads if you have criteria the lead needs to meet before assigning the prospect to Sales. 

For example, if you want to only assign leads to sales that meet a certain scoring threshold, use an automation rule.

salesforce lead auto assignment

Engagement Studio Program:

Assign to user can also be set up as an action with an Engagement Studio Program, by selecting add element > action > assign to user .

salesforce lead auto assignment

2. Assign Prospect via Salesforce Active Assignment Rule

Pushes a prospect to your Salesforce active assignment rule when the rule’s criteria are met (see more information on this process below). The prospect syncs to Salesforce without an owner. 

The assigned user is synced to Pardot when the active assignment rule determines who to assign it to.

To get started, review this Pardot help article: Assigning Prospects

First, you will need an active lead assignment rule setup in Salesforce. This should include all the criteria for your lead assignment as well as a default user to assign the lead to if the lead does not meet any of the criteria.

salesforce lead auto assignment

Assign via active Salesforce assignment rules can be set up as a completion action for your forms, form handlers, files, custom redirects, emails and page actions, by selecting “Assign prospect via Salesforce active assignment rule”.

salesforce lead auto assignment

Assign prospect via the Salesforce active assignment rule can be set up as an action within an Automation Rule.

salesforce lead auto assignment

Engagement Studio Program

Assign prospect via Salesforce active assignment rule can also be set up as an action with an Engagement Program, by selecting add element > action > assign prospect via Salesforce active assignment rule .

salesforce lead auto assignment

3. Assign to Group

Assigns a prospect to a user in a specific group (round robin lead assignment) when the requirements of the rule are met.

First, create a group in Pardot (Admin > User Management > Groups > Add User Group) .

Navigate to the user you should belong to the group (Admin > User Management > Users) and click Edit Groups . Select the group to add the user.

salesforce lead auto assignment

Assign to user can be set up as a completion action for your forms, form handlers, files, custom redirects, emails and page actions, by selecting “Assign to group” and selecting the user’s name from the dropdown

salesforce lead auto assignment

Assign prospect to user in group can be set up as an action within an Automation Rule.

salesforce lead auto assignment

Assign to group can also be set up as an action with an Engagement Program, by selecting add element > action > assign prospect to group .

salesforce lead auto assignment

4.  Assign to Queue in Salesforce

Assigns a prospect to the Sales Cloud lead queue when the rule’s criteria are met. Prospects assigned to a queue are considered assigned to an owner and aren’t reassigned. You can assign only leads to Sales Cloud lead queues.

First, you must have a lead queue set up in Salesforce.

salesforce lead auto assignment

Assign to queue can be set up as an action within an Automation Rule.

salesforce lead auto assignment

Assign to a queue can also be set up as an action with an Engagement Program, by selecting add element > action > assign to Salesforce queue .

salesforce lead auto assignment

5. Assignment via Prospect list actions

Prospects can be assigned to a User or Group via prospect list actions.

Navigate to the prospect table, select the prospects you want to assign and select one of the options from the drop down menu.

salesforce lead auto assignment

6.  Assign via advanced lead assignment rules in Salesforce

If you have more complex business rules, assigning leads via an app on the Salesforce AppExchange might be a good option. Most apps offer a visual way to view lead assignment rules and some advanced functionality, including auto-merging duplicate leads and lead to account matching. 

Traction Complete is a good option we’ve used before.

Lead routing in Salesforce

Here are some additional ways Sales Cloud handles lead routing.

salesforce lead auto assignment

Lead assignment rules

In Sales Cloud, you can set up lead assignment rules to automate the assignment of new leads to your sales team or queues based on the specified rule criteria. 

The rules will execute and evaluate in the numbered order as leads enter Sales Cloud. Each lead assignment rule consists of multiple rule entries that specify exactly how the leads or cases are assigned. When a lead matches the rule, it will be assigned to the correct person or queue. Only one lead assignment rule can be active at a time.

To get started, review this Salesforce help article: Set Up Assignment Rules

Round-robin lead assignment

The round-robin lead assignment rule in Sales Cloud helps you automate the assignment of new leads in an even way to your sales team or queues.

Here’s how the repeating round robin assignment looks if your sales team for lead assignment has 3 members:

  • Lead 1 is assigned to sales person 1
  • Lead 2 is assigned to sales person 2
  • Lead 3 is assigned to sales person 3
  • Lead 4 is assigned to sales person 1
  • Lead 5 is assigned to sales person 2
  • Lead 6 is assigned to sales person 3

To get started, review this Salesforce help article: Create a Round-Robin Lead Assignment Rule . 

Still not sure what lead assignment method is best? Run through this flow chart to see what the recommended option is for you.

salesforce lead auto assignment

Additional Resources

  • Salesforce Lead Assignment Rules Best Practices and Tricks
  • Lead Routing in Salesforce
  • Trailhead: Qualify and Route Leads to Your Reps
  • Trailhead: Grow Your Business with Sales Cloud
  • Trailhead: Convert and Assign Leads
  • Trailhead: Sell as a Team
  • ParDreamin’ on-demand video: Now You See Me, Now You Don’t! Lead Routing Basics for Pardot Admins
  • The Three L’s in Pardot: Lists, Location, and Lead Assignment
  • 6 Ways to Manage Lead Assignment in Pardot and How to Determine The Best Option

Complex lead routing with third-party tools

Third-party tools enable you to create complex lead routing rules that go beyond out-of-the-box Salesforce and Pardot lead routing features. Different tools serve specific purposes that may be the right fit depending on what you’re trying to accomplish.

Here are the most common ones.

LeanData is a native Salesforce lead matching and routing platform that is easy to use and customize with their visual drag-and-drop interface functionality and complex rule building.

salesforce lead auto assignment

RingLead is a native Salesforce lead routing, data normalization, enrichment, and duplicate managing platform.

DemandTools from Validity is a data management platform to help with importing, assigning, standardizing, manipulating, and the deduplication of your Salesforce data quickly.

salesforce lead auto assignment

Feel the Relief of Knowing Your Leads Are In Good Hands

Think you’re a Pardot lead routing pro now? Still have no idea where to start? Either way, tell us about it in the comments! And reach out to Sercante when you need Pardot consultant expertise for extra help and customization.

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COMMENTS

  1. What is Lead Routing, and How to Use Assignment Rules in Salesforce

    Also known as lead assignment, lead routing is usually automated. A lead routing process could be as simple as making an alphabetical list of all of your sales reps and assigning each new lead to whomever is next in line.

  2. Salesforce Lead Assignment Rules Best Practices and Tricks

    August 02, 2021 Salesforce Lead Assignment Rules are a numbered set of distribution rules that determine which owner a Lead record should be assigned (either a specific user or to a Salesforce Queue ).

  3. What Are Lead Assignment Rules in Salesforce?

    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.

  4. Running Lead Assignment Rules From Salesforce Flow

    A Lead assignment rule consists of multiple rule entries that define the conditions and order for assigning cases. From a Salesforce User interface, a user can trigger assignment rules by simply checking the Assign using the active assignment rules checkbox under the optional section.

  5. How to Automate Lead Assignment for Salesforce Platforms

    Lead assignment is a crucial step in making sure sales-ready leads reach the right person to make contact, at the right time. Which is why automating lead assignment for Salesforce platforms, from Account Engagement to Sales Cloud, or Marketing Cloud to Sales Cloud, is so important.

  6. Create a Round Robin Lead Assignment Rule

    Create a Round Robin Lead Assignment Rule 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 u...

  7. Set up Web-to-Lead auto-response email to come from the ...

    Set up Web-to-Lead auto-response email to come from the new lead owner Need help? Find more resources or connect with an expert. We use three kinds of cookies on our websites: required, functional, and advertising. You can choose whether functional and advertising cookies apply.

  8. Automating Assignments for Salesforce Records

    To automate assignments for records other than accounts and leads, such as campaigns and cases, create lookup relationships for those records' objects. Set Up Plans for Record Assignments Outline the details of what you want Salesforce Maps to assign in assignment plans.

  9. Guide to lead assignment rules in Salesforce

    To create a lead assignment rule in Salesforce: From Setup, enter "Assignment Rules" in the Quick Find box, then select Lead Assignment Rules. Click New. Enter the rule name. (Example: 2023 Standard Lead Rules) Select "Set this as the active lead assignment rule" to activate the rule immediately. Click Save.

  10. Lead Auto Response and Assignment Rules in Salesforce

    We will discuss Lead Auto Response Assignment Rules in Salesforce, a powerful feature that helps businesses streamline their lead management process and impr...

  11. Speed Up and Sell More: Salesforce Lead Assignment Rules Best Practices

    You need solid lead assignment rules in place, and one key variable to keep in mind. Time. According to LeadSimple, responding to a lead in the first 5 minutes is 21x more effective. No surprises here. If you're a scaling business, you know that responding first to a lead is mission-critical. If you're manually triaging leads or waiting for ...

  12. Lead Assignment Rules in Salesforce: Detailed Explanation

    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.

  13. How to create a round robin lead assignment rule in Salesforce

    A unique number will now be assigned to this field for each new lead record created in a sequence. Auto number fields are not editable by users, as new records are created this number will increase, the first lead '1', the next '2', and so on. You may also see a checkbox to tells Salesforce to 'Generate Auto Number for existing records'.

  14. Salesforce Lead Assignment Rules: How To Manage The ...

    What Are Salesforce Lead Assignment Rules ‍ allow a user to specify rules that pick up a specific value from a custom object and assign it to the Contact Manager field of the Lead.

  15. Auto-assignment Rules Assign Leads and Cases to the Wrong ...

    Auto-assignment rules are assigning Leads or Cases to the wrong user or queue. Required cookies are necessary for basic website functionality. Some examples include: session cookies needed to transmit the website, authentication cookies, and security cookies. Functional cookies enhance functions, performance, and services on the website.

  16. Assignment Rule Header

    The Assignment Rule header is a request header applied when creating or updating Accounts, Cases, or Leads. If enabled, the active assignment rules are used. If disabled, the active assignment rules are not applied. If a valid AssignmentRule ID is provided, the AssignmentRule is applied.

  17. What is Lead Routing, and How to Use Assignment Rules in Salesforce

    Also known as lead assignment, lead routing is usually automated. A lead routing process could be as simple as making an alphabetical list of all of your sales reps and assigning each new lead to whomever's next in line.

  18. How to Re-run Salesforce Lead Assignment Rules: Flows & Apex

    3) Then set the Entry Conditions. In this use case, we want to re-assign Leads after they meet a certain Lead Score. Select "custom condition logic is met." Set the condition that the Lead Score is greater than or equal to 100.. Under the "When to Run the Flow for Updated Records" section, select the option to only execute when a record is updated to meet the condition requirements.

  19. Create leads in Salesforce through REST API. How to assign

    1 Answer Sorted by: 0 By definition, Assignment Rule Header states: The Assignment Rule header is a request header applied when creating or updating Accounts, Cases, or Leads.

  20. Eliminate Manual Record Matching

    Lastly, add an Assignment element to assign the provider, set the client status, and set a checkbox. Then, use an Update Records element to update the student record. Note that each data manipulation language (DML) element (pink colored element) has a fault path to ensure the end user has a positive experience.

  21. Create Assignment Rules for Lead Distribution

    Assignment rules allow you to automatically apply criteria to sort, queue, or act on leads. For example, use assignment rules to automatically assign lead...

  22. Getting Started With Assignment Flows

    Re-Run Salesforce Lead Assignment Rules (Lead records only) ... Record Auto Merge The Lead object can grow quickly as people express interest through multiple channels. As a result, duplicate leads are inevitable. Different philosophies exist - some companies intentionally use duplicate leads to gauge the amount of interest, but others want to ...

  23. 6 Ways to Manage Lead Assignment in Pardot

    Assign via advanced lead assignment rules in Salesforce. If you have more complex business rules, assigning leads via an app on the Salesforce AppExchange might be a good option. Most apps offer a visual way to view lead assignment rules and some advanced functionality, including auto-merging duplicate leads and lead to account matching.