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Lead distribution software

Get the right leads to the right salesperson

Lead distribution software automatically assigns new sales leads and prospects to a person or team on your sales force. This lead management automation allows you to assign leads to the right people according to a set of predefined rules.

These rules depend on business needs – for example, people or teams can be assigned leads based on their location, skillset, expertise or product knowledge.

Getting the right lead or deal to the right rep is essential to sales success. A short response time and personalized follow-ups streamline the sales process, leading to more deals closed and greater customer satisfaction.

Pipedrive’s automatic assignment algorithm automates lead distribution, so sales reps can follow up faster and increase conversion.

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Automatic Assignment







Pipedrive is an award-winning lead scoring and management tool

Automatic Assignment

Automatic assignment

The best lead distribution software allows you to distribute entities evenly among your team members. Our “round robin” automatic assignment feature shares these entities automatically, helping your sales reps increase conversion.

  • Improve response times: Research suggests quicker response times lead to more won deals.

  • Data accuracy: Grow your business by capturing data and converting it into useful insights.

  • Better sales structure: Organize sales teams to make them more efficient and ensure opportunities are distributed in a fair and unbiased manner.

  • Improve resource utilization: Ensure the right people are working on the right opportunities, saving time and increasing your chances of winning.

  • Save time on manual and repetitive tasks: Use automatic assignment to manage your reps’ workloads and reduce human error.

Pipedrive’s sales team uses automatic assignment to manage new leads

With automatic assignment in place, new leads are routed to Pipedrive’s sales reps in seconds rather than minutes.

The team combines the lead routing feature with our other Automations tools to shorten the gap between when a customer signs up and when they hear from us.

Read case study

The Automations feature was a great help, and we had unique variables to automatically assign a deal to one specific user or users within a team, but it wasn’t all automated.
If you’re looking to scale your sales team, you definitely need automatic assignment.

Joe KennySales Operations Manager, Pipedrive

What to look for in lead distribution software?

Automated lead distribution is an important part of lead management, encompassing distribution, marketing strategy and sales. The ideal lead management tool should be straightforward and versatile.

There are many lead distribution systems on the market, so knowing which is best for your sales force isn’t always straightforward. Whichever lead distribution software you choose, make sure it offers the following key features:

  • Full pipeline visibility: Know which new leads and deals need attention, so your sales force can act quickly.

  • Rules-based routing software: Pre-defined routing rules assign prospects to the most suitable sales rep.

  • Customizability: Look for a tool that can be adapted to your business with custom fields and forms, sales automation, etc.

  • Third-party integrations: Import contact data from other sales and marketing tools to enhance your CRM software.

  • Contact history: See each lead’s history with your business for context-backed conversations.

  • Reporting and sales analytics: The best lead distribution software will allow you to create detailed reports, offer lead insights and measure your team's performance.

What to look for

Save your reps time by assigning the right opportunities

Efficient automatic lead routing saves sales reps time and effort by assigning the right leads to them in real time.

Using the automatic assignment feature, you can create rules to distribute leads and deals to specific teams and team members.

Stop wasting time on noncommittal leads, gauge purchase intent and decide which sales rep should work on which new deal, then prioritize your lead nurturing efforts accordingly.

Automate your lead management processes

Pipedrive’s powerful automation tools help lead distribution platform users set up workflows so particular conditions trigger events when deals reach a specific stage in your pipeline.

You can also set up Pipedrive to automatically perform an action whenever a new lead is added, like creating a deal or sending sales reps an email.

Automatically email and engage new leads after you’ve delivered your sales pitch. Set up autoresponders to send automatic follow-up emails and maintain contact with prospects.

Workflow automation

Qualify and manage leads with LeadBooster

LeadBooster is Pipedrive’s powerful and easy-to-use lead generation software, which feeds hot new leads directly into your sales pipeline.

The add-on includes Chatbot, a tireless new team member that works 24/7 to engage website visitors. Chatbot allows you to tailor questions on different web pages, qualify leads and route them to the right sales rep.

With LeadBooster’s Web Forms feature, you can use custom fields to collect the data that matters most. Import contacts into Pipedrive as leads or deals and prioritize your outreach. Give your inbound leads an easy and reliable way to share their contact information with you. From there, you can distribute these leads to the right sales rep.

Score leads based on real-time insights

Lead tracking software is essential for keeping track of your progress when you work in sales. Pipedrive’s Insights lets you create custom reports so you know exactly what you’ve accomplished and what you still need to do to hit targets.

You can use Insights, reporting and dashboards for lead management, tracking which leads become deals, which bring the most revenue and which move through the funnel the fastest. Identify your hottest leads and plug those insights into your automatic assignment feature to make sure the right team members get the right deals.

With Insights reports, you can create a visual representation of your sales performance in Pipedrive. You can then add these reports to your dashboards section, a customizable collection of reports to show each user what they need to focus on.


LeadBooster add-on

Get more leads with this powerful and easy-to-use lead generation toolset. In addition to Chatbot and Live Chat you can engage inbound leads with your Web Forms, or find outbound leads with Prospector. LeadBooster can be added to any Pipedrive CRM plan. This add-on includes:


Live Chat


Web Forms


Live Chat


Web Forms

Starting from


per company per month, billed annually
or $39 per company per month, billed monthly

Over 400 integrations

Expand the capabilities of Pipedrive with hundreds of apps and integrations

How Second Bind boosted revenue by 80% and decreased ticket time by 40%

Canadian company Second Bind provides environmentally friendly, convenient solutions for donating and reselling used books. The company was using Microsoft Excel as its software hub but wanted to scale up and be more efficient.

Enter Pipedrive: a lead management tool that centralizes all necessary functions and integrates with third-party software. Second Bind’s sales team uses many of Pipedrive’s features to streamline its processes.

LeadBooster’s customizable web forms take care of lead qualification, and leads can select exactly which service they want. The information they provide enables automation and lead routing so each incoming lead or deal is sent to the correct sales rep.

“Revenue has grown 80% since we’ve started using Pipedrive. We’ve grown significantly through automations and other things within the company, but Pipedrive has been really helpful.”

Read case study

Second bind

Lead distribution software FAQs

Used by over 100,000 companies in 179 countries

In the forecast view, we look at what deals are due to close this month, next month just to make sure everyone is really honest about what they should be working on.

Carolyn PearsonFounder, Maiden Voyage

One of the favorite features within Pipedrive is the email integration. It pulls all of the clients details in, so that we don’t have to think about it.

Erin and DrewFounders, Pro Arts

As a business owner, my favorite feature in Pipedrive is the statistics and being able to look at the dashboard and use those metrics to help each individual on the team.

Lisa CoyleCEO, 360 Payments

Skyrocket your sales with lead distribution