Assign leads and set up auto-routing
Claim or hand-assign a lead, then turn on round-robin or workload-balanced routing so new leads never sit unclaimed.
A lead with no owner is a lead nobody is working. You can hand-assign leads, let a salesperson claim them, or turn on auto-routing so every new lead lands on someone's plate the moment it arrives.
Assign or claim a single lead
Anyone on the sales team can pick up a lead from the lead's page.
- Open a lead from Leads.
- In the Actions card, look under Assignment.
- Click Claim to take an unassigned lead yourself. It's now assigned to you.
- Click Unassign to drop the owner and send the lead back to the unassigned pool.
Who can do what. Sales can Claim only a lead that has no owner, and can Unassign only a lead assigned to themselves. Owners and Managers can reassign or unassign any lead, including one already owned by someone else.
Sales cannot take a lead that's already assigned to another rep — the Claim button only appears on unassigned leads. If a teammate grabbed it first, ask an Owner or Manager to reassign it.
Turn on auto-routing for new leads
Auto-routing assigns every new lead automatically — from your team, the AI assistant, and your website — so nothing sits unclaimed.
The Lead routing page lives in your account menu (top-right) under Lead routing.
- Open the account menu (top-right) and choose Lead routing.
- Under Auto-assign new leads, switch on Turn on lead routing.
- Under Strategy, pick how leads are distributed (see below).
- Under Who's in the rotation, check the people who should receive auto-assigned leads. Leave everyone unchecked to include your whole sales-capable team.
- Click Save lead routing.
When routing is off, the Strategy and rotation choices are greyed out. Switch Turn on lead routing on first, then set them. Saving records the change in your audit log.
Only an Owner or Manager can change routing. Anyone can open the page, but saving requires owner/manager rights — Sales will get a permission error on save.
Pick a strategy
- Round-robin — rotate leads evenly through the pool, one rep after another.
- Balanced by workload — send each new lead to whoever has the fewest open leads right now. (Open = assigned and not yet won, lost, or dormant.)
Choose who's in the rotation
- Check specific people to route only to them.
- Leave everyone unchecked to include your whole sales-capable team — Owner, Managers, and Sales.
- Accounting users are excluded — they never appear in the list and are never auto-assigned leads.
If you see "No sales-capable team members yet," invite your team under Settings → Team first, then come back to set up routing.
Saved picks that belong to an inactive teammate are skipped at routing time. If every person you checked is inactive, routing falls back to your whole active sales-capable team so leads still get assigned.
FAQ
What happens to a new lead if routing is off?
It stays unassigned until someone claims it or an Owner/Manager assigns it by hand.
Does routing change leads I already have?
No. Routing only applies to new leads created after you turn it on. Existing leads keep their current owner.
A lead came in already assigned to a specific person — did routing pick the wrong rep?
No. If a lead is created with an explicit owner (for example, a rep enters it under their own name), that assignment always wins over routing. Routing only fills in leads that arrive with no owner.
Do website and AI-chat leads get routed too?
Yes. Leads from your team, the AI assistant, and your website all go through routing when it's on. A routed website lead also pings the assigned rep in their in-app notifications.
Can two reps end up with the same lead by accident?
No. Round-robin locks its position while it picks, so two leads arriving at the same instant go to different reps in order.
I assigned a lead but the rep says they can't reassign it.
That's expected. Sales can claim unassigned leads and drop their own, but only an Owner or Manager can move a lead from one rep to another.