// Lead distribution
Every lead lands with the right owner
Territory rules, round-robin, ownership matching, and SLAs, defined once and enforced automatically across forms, chat, and your CRM.
The secret sauce behind high-performing GTM teams at
// Why it matters
Lead assignment shouldn't need a spreadsheet and a babysitter
Most teams keep routing logic in someone's head, a spreadsheet, and a pile of CRM workflows that nobody wants to touch. When territories shift or reps join, everything drifts, and the leads that fall through the cracks are the ones nobody notices. Chili Piper makes assignment a rule, not a ritual.
// How it works
How lead distribution software works
Define the rules once
Build conditions from any CRM field, territory, company size, industry, named accounts, including cross-object references and nested logic.
Match, then distribute
Lead-to-account matching finds the existing owner first. Everything unowned falls to weighted round-robin across the eligible team.
Enforce and audit
SLAs escalate untouched leads, assignments write back to the CRM, and every decision is traceable in the routing log.
// What you get
What's included
01
Route any Salesforce object
Route records from any Salesforce object, standard or custom, with granular AND/OR conditions. Trigger on new records, on updates, or both.
02
Lead-to-account matching
Leads are matched to existing accounts before distribution, so a known account reaches its owner instead of entering the round-robin as a stranger.
03
Weighted round-robin
Distribute what's unowned across the team with weighting for ramping or top-performing reps, plus per-rep limits.
04
Vacation management built in
Distro reads your reps' calendars and removes them from the queue while they're out of office, then puts them back when they return. No manual pausing.
05
SLAs that reassign
Set follow-up SLAs with rep reminders. If an SLA isn't met, the lead is automatically reassigned to another rep instead of aging quietly.
06
Preview mode and audit logs
Test a router against real Salesforce records before publishing it, then follow any record's journey in a detailed audit log. De-duping merges duplicates on the way in.
The hottest GTM teams run on Chili Piper
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“70% lift in demo request form conversions. 5x increase in the number of demo requests. Frictionless buyer experience.”
Noa Farber
Director of Marketing AutomationGong
Common questions
Does this replace my Salesforce assignment rules?
It replaces the brittle parts. Distro routes and assigns Salesforce records directly, with lead-to-account matching, de-duping, and SLAs, so you can retire layered workflows and keep one place to reason about ownership.
How is round-robin kept fair over time?
Distribution applies weighting and per-rep limits, then calibrates for real-world events: no-shows, cancellations, and vacations issue credits and skips so the queue stays even without manual redistribution.
Can the same rules drive forms and chat?
Yes. Users, teams, and routing logic are shared across Chili Piper, so a change to a territory applies everywhere it's referenced instead of needing edits per product.
How do I debug a routing decision?
The routing log traces each decision, which rule matched, which account it matched to, and which rep it landed on, so questions get answered in minutes rather than becoming an investigation.