Round-robin lead routing distributes leads. It doesn't distribute revenue.
The bug: round-robin assumes every AE is fungible. They aren't. Quota differs. Win rates differ. Vacation calendars differ. Round-robin to a rep on PTO is a dropped deal.
The rebuild
Weighted assignment based on:
- Quota attainment YTD — heavier weight to AEs behind on quota who haven't capped territories
- Win rate by ICP segment — route enterprise leads to AEs who close enterprise
- Active capacity — exclude reps on PTO, in 1:1s, or already at deal-cap
- Speed-to-touch SLA — penalize reps who let leads sit
Implementation: a HubSpot custom code workflow with the assignment logic, fed by a Snowflake query that runs every 15 minutes.
Result: typical pipeline-recovery in the $0.5M–$2M range during the first quarter post-rebuild.