Lead routing · Round robin

Round robin lead assignment that actually plays fair.

Distribute every record evenly across your team - instantly, inside Salesforce. No spreadsheets, no missed follow-ups, no rep hogging all the good ones.

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•

100% Salesforce-native

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Live in minutes

Trusted for fair, fast routing by 20,000+ users since 2013.

The problem

Manual round robin breaks the moment you scale.

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Spreadsheets can't keep up

The rotation list is out of date the second someone books time off - and leads pile up against whoever's name happens to be next.

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Native rules are rigid

Salesforce assignment rules can rotate in theory, but they can't weight reps, cap volumes, or skip someone who's already maxed out.

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Nobody can see what happened

When a lead goes cold, there's no trail showing who received it, when it landed, or why it was never worked.

In short

What is round robin lead assignment?

Round robin lead assignment is a method of distributing incoming records - whether leads, cases or accounts - to your team one after another, in a fixed rotation, so every rep receives an equal share of the work. In Salesforce, round robin routing can be automated so each new lead or case is handed to the next available rep the moment it's created, keeping workloads balanced and response times fast. Distribution Engine extends basic round robin with weighting, caps, availability and skills, so “fair” also means “sent to the right rep.”

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Beyond the basics

More than a rotation.

Real teams aren't identical. Distribution Engine makes round robin work for the record - routing to the right rep, not just the next one.

Weighted round robin

Give senior reps a bigger share, or ramp new hires up gently. Set the weight and the rotation does the rest.

Caps & workload balancing

Set daily or live caps so no rep gets buried. Route by open leads, not just whose turn it is.

Availability-aware

Only route to reps who are actually working. Factor in shifts, time zones and time off automatically.

Sticky assignment

Returning leads stick with the rep who already knows them, instead of bouncing to someone new.

SLAs & auto-reassign

If a lead isn't actioned in time, it's pulled back into the rotation automatically — so nothing goes cold.

Full audit trail

See exactly who got which lead, when, and why — and report on it directly inside Salesforce.

How it works

Fair distribution in three moves.

01

Capture

A new lead lands in Salesforce from any source — web form, marketing, list import or API.

02

Match & weight

Distribution Engine checks who's available, who has capacity, and whose turn it is in the rotation.

03

Assign

The lead is routed to the next rep instantly, the rotation advances, and the clock starts on your SLA.

Distribution Engine vs. native Salesforce

How automated round robin compares to native assignment rules.

Salesforce's built-in lead assignment rules are fine for small, static teams. Here's what changes when routing has to scale.

Capability
Native Salesforce Rules
Distribution Engine
Even round robin rotation
Weighted distribution
Capacity caps & live workload balancing
Availability, shifts & out-of-office
Skills, territory & account matching
Limited
Auto-reassign on SLA breach
Round robin any object (not just Leads)
No-code edits by the team that owns the work
Audit trail & reporting in Salesforce
Basic
Capability
Native Salesforce Rules
Distribution Engine
Even round robin rotation
Yes
Weighted distribution
Capacity caps & live workload balancing
Availability, shifts & out-of-office
Skills, territory & account matching
Limited
Auto-reassign on SLA breach
Round robin any object (not just Leads)
No-code edits by the team that owns the work
Audit trail & reporting in Salesforce
Basic
The Payoff

Fair routing, measurable results.

40
%
higher lead conversion
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<
10
min
average response time
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Across customers
97
%
assignment accuracy
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Across customers
8
hrs
saved every day
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"Distribution Engine has totally transformed how we handle lead distribution. It’s fast, reliable, and keeps us ahead of the game."

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Justin Norris
Director of Marketing & BDR Operations
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Your questions answered.

Round robin lead assignment FAQs.

How is round robin in Distribution Engine different from native Salesforce assignment rules?

Can I weight round robin so some reps get more leads?

How do I keep round robin fair when reps are on holiday or out of office?

Can I round robin cases and other objects, not just leads?

How do I route leads by territory and still keep round robin?

What happens if a rep doesn't action their lead in time?

Is it really no-code?

How does Distribution Engine compare to other round robin tools?

Is Distribution Engine Salesforce-native?

How is round robin in Distribution Engine different from native Salesforce assignment rules?

Can I weight round robin so some reps get more leads?

How do I keep round robin fair when reps are on holiday or out of office?

How do I route leads by territory and still keep round robin?

Can I round robin cases and other objects, not just leads?

What happens if a rep doesn't action their lead in time?

Is it really no-code?

How does Distribution Engine compare to other round robin tools?

Is Distribution Engine Salesforce-native?

Does workload routing work alongside round robin?

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