← Workflow Examples

Workflow Example — Lead Routing & Sales Ops

function

Sales Operations

workflow pattern

intake → normalization → routing → SLA enforcement → exceptions → handoff

reliability focus

deterministic routing policy, enforceable timing, auditable handoffs

Audit Logging
Inputs
Data
Outputs
Data
Handoff Checkpoint
Inputs
Data
Outputs
Data
Exception Handling
Inputs
Data
Outputs
Data
Reminder and Escalation
Inputs
Data
Outputs
Data
Start SLA Timer
Inputs
Data
Outputs
Data
Apply Routing Rules
Inputs
Data
Outputs
Data
Enrich Lead
Inputs
Data
Outputs
Data
Deduplicate
Inputs
Data
Outputs
Data
Normalize and Validate Fields
Inputs
Data
Outputs
Data
Ingest Inbound Lead
Inputs
Outputs
Data
System
API
CRM
API
AI Agent
Assistant
Sales Ops
User
SDR / AE
User
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What This Workflow Demonstrates

This example shows how to design a lead routing workflow that is:

  • consistent (routing rules are explicit)
  • fast (automatic assignment and follow-up enforcement)
  • resilient to messy inbound lead data
  • governed with human review for edge cases and high-value leads

Example Workflow Structure (Steps + Actors)

Actors

  • System Actor: intake normalization, routing, timers
  • CRM Actor: create/update lead records
  • AI Actor: enrichment and summarization under guardrails
  • Sales Ops / Manager: exception review and overrides
  • SDR / AE: lead owners and follow-up executors

Steps

  1. Ingest inbound lead Accept from web forms, email, partner referrals, or imports.

  2. Normalize and validate fields Standardize company, region, email domain, and required fields.

  3. Deduplicate Match against existing CRM records and apply merge rules.

  4. Enrich lead (AI-assisted where safe) Enrich firmographics and produce a short summary for the rep.

  5. Apply routing rules Route by territory, segment, and explicit policy (including round-robin where applicable).

  6. Start SLA timer Track time-to-first-touch based on policy.

  7. Reminder and escalation If SLA is missed:

    • notify owner
    • escalate to manager
    • optionally re-route based on capacity rules

  8. Exception handling (human review) Route edge cases for Sales Ops / Manager review:

    • ambiguous territory
    • high-value lead
    • missing critical fields

  9. Handoff checkpoint When moving SDR → AE, require required fields/notes and log the transition.

  10. Audit logging Record routing logic used, ownership changes, timestamps, and exceptions.

Human-in-the-Loop Checkpoints

Humans remain responsible for:

  • policy exceptions and overrides
  • high-value lead handling
  • final decisions on ambiguous routing

AI Guardrails (Recommended)

AI can assist with:

  • enrichment
  • summarization
  • classification

AI should not:

  • assign ownership without policy logic
  • change routing rules
  • override exceptions without human review

Related pages

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