How CapRetraite increased speed to lead from 60 minutes to seconds.

Problem

When families need help, slow lead handoffs cost visits (& trust).

CapRetraite helps families find the right retirement home or elderly care solution, balancing medical needs, geography, and budget.

Like many business-to-consumer companies, winning in their space is a game of speed  and volume. Leads arrive via digital marketing and referrals from health professionals. In a competitive market,speed to contact is the difference between a conversion and a lost opportunity.

Before CapRetraite found an automated solution they were stuck with the limitations of out-of-the-box Salesforce. As Gabriel Essemini, Director of Digital Innovation, puts it: “Lead response time was too slow, and some advisors were overwhelmed while others had empty queues.” Managing shifts, lunch breaks, and holidays made it even harder, and Sales Managers spent too much time manually reassigning leads instead of coaching the team.

“Lead response time was too slow, and some advisors were overwhelmed while others had empty queues.”

Solution

A Salesforce-native routing engine built for speed, fairness, & total traceability.

Salesforce was already the hub, so Gabriel and team needed a routing layer that handled real-world distribution without bolt-ons or workarounds. They chose Distribution Engine for its Salesforce-native approach, robust Round Robin, and ability to run complex weighted distribution.

Today, their workflow is fine tuned for speed to lead and accuracy. Work is assigned to the right advisor fast, workloads are balanced, with full visibility of where every lead went, and why.

“This is essential for our business model. We cap the number of active, high-priority cases an advisor can hold at any given time. This guarantees they have the bandwidth to provide high-quality, empathetic support without getting overwhelmed.”

Matching customers with experts

When leads hit Salesforce, Distribution Engine intelligently matches them with advisors who have the regional knowledge and expertise needed to help them from the start.

No lead left behind

Distribution Engine syncs with rep calendars and avoids routing to anyone out of office or off shift. Reps can also toggle availability in real time. And if a lead is not acknowledged within 10 minutes, the system automatically re-routes it to the next best available advisor.

Balanced workloads

With availability and accuracy sorted, Distribution Engine also handles rep capacity. The most experienced, top-performing advisors are assigned a higher ratio of complex or high-value leads while active caps prevent overload. “This is essential for our business model” says Gabriel. “Guiding a family through a retirement home placement is a highly emotional and time-consuming consultative process. We cap the number of active, high-priority cases an advisor can hold at any given time. This guarantees they have the bandwidth to provide high-quality, empathetic support without getting overwhelmed.”

Transparent & accountable

‍Finally, Distribution Engine adds full auditability through logging, tags, and timestamps. “The Logging feature is amazing for troubleshooting why a lead went to Person A instead of Person B,” says Gabriel.

Outcome

Increased speed to lead & no missed leads improves conversion rate by 15%.

With Distribution Engine in place, CapRetraite has revolutionized its speed to lead. 

Assignment that previously took 30 to 60 minutes now happens in seconds. For high-priority enquiries, time-to-action dropped from several hours to under 10 minutes. Contact rates are up 15%, morale is up, and distribution feels fair.

“It eliminated the risk of lost leads where a customer would choose a competitor simply because we didn’t call back fast enough to schedule a visit. We are now reaching customers while they are still actively researching solutions on our website,” says Gabriel.

They also removed the “black hole” moments where leads slip through the cracks during lunch breaks and weekends. “Missed leads have been virtually eliminated thanks to the ‘No-action’ re-routing rules,” Gabriel explains. If an advisor does not acknowledge a lead within 10 minutes, Distribution Engine reassigns it automatically.

That combination of instant routing, faster responses, and smart capacity rules has hit the bottom line.

“This speed-to-lead advantage directly impacted our bottom line. We estimate that our overall lead-to-placement conversion rate has improved by 15% since implementing Distribution Engine. When customers receive an immediate, caring response from a knowledgeable expert, they feel supported and are far less likely to reach out to competing agencies.”

CapRetraite also uses Distribution Engine to keep ownership clean downstream. Opportunities are matched to available advisors or designated account owners using sticky ownership.

“Since ownership is clear and automated, we no longer have ‘duplicate’ opportunities or orphaned deals skewing our forecasts.”

Internally, it’s been a win for both advisors and managers.

“Advisors feel the system is fairer now. Managers love that they no longer have to play ‘traffic cop’ all day.”

“It eliminated the risk of lost leads where a customer would choose a competitor simply because we didn’t call back fast enough to schedule a visit. We are now reaching customers while they are still actively researching solutions on our website.”

"We estimate that our overall lead-to-placement conversion rate has improved by 15% since implementing Distribution Engine."

Curious how you can get to instant routing and stop leads slipping through the cracks in Salesforce? Learn more about Distribution Engine.

‍

How did they build it?

CapRetraite uses Distribution Engine to bring smart routing logic for leads and opportunities in their Salesforce org. Operating in a competitive, high-volume market, acting with precision and speed, and assigning the best-qualified rep for the job as fast as possible is the only way to win. 

Here’s some of the top product features behind their success.

1. Distribution tags.

Distribution Tags are labels you give team members to describe their skills and experience or honestly anything else you want (for example, “Spanish”, “Senior”, or a territory). Distributors then use those labels to decide who should receive an assignment - either by always requiring certain tags (static filtering) or by matching tags on the record (dynamic filtering).

Result: A better customer experience. Distribution tags allow records to be routed efficiently and ensure that the right person, with the right profile for the job  is assigned first time. 

Learn more→

2. Availability & out-of-office toggles.

What is it?: Every rep gets an online/offline toggle in the Distribution Engine widget. If they’re in a meeting, off sick, or stepping away, they flip themselves offline, automatically removing them from routing. Distribution Engine can also sync with Salesforce calendars to read rep availability.

Result: A rep being unavailable to respond can create a poor customer experience. This ensures work always reaches someone who’s online right now.

Learn more→

3. SLAs.‍

What is it?: Distribution SLAs (Service Level Agreements) help enforce time-based response targets (e.g. time to contact) by monitoring assigned records and flagging when targets are missed. When an SLA is missed, Distribution Engine can notify your team and can also trigger auto-reassignment to re-route the record to a new assignee.

Result: This powers and preserves speed to contact which underpins good customer experience and conversion. Capretraite have set up SLAs that automatically re-route leads if an advisor doesn't acknowledge them within 10 mins.

Learn more→

4. Weighting & Active Caps

What is it?: This is a pair of features that gives you control over the number of assignments team members get. It adds some real logic and sophistication to a simple round robin.

‍Weighting adjusts the relative volumes team members receive based on Tags. For example, senior team members may get twice as many leads as junior ones.

Caps add fixed limits to the number of assignments a team member can get. CapRetraite used this to limit the number of leads an advisor has.

Result: A balanced workload and better customer experience. Work is assigned proportionately to members of the team based on their experience and capacity. 

Learn more→

5. Distribution logging

What is it?: Distribution logging is the recording of a time-ordered “audit trail” of everything Distribution Engine attempts to distribute, and what comes back in response. It's commonly used to:

• Troubleshoot issues (e.g. why an update failed, whether retries occurred)
• Audit changes (who/what system triggered a distribution action and when)
• Monitor health and performance (error rates, latency, throughput, SLA tracking)
  ‍‍

‍Result: Clarity and auditability. A Salesforce admin, sales manager or RevOps manager has access to the receipts to prove why a lead went to Rep A instead of Rep B. This helps troubleshoot routing inaccuracies and settle disputes.

Learn more→

6. Sticky Assignment.

Sticky Assignment (with Round Robin or Load Balancing) keeps duplicate records together. Records with the same match field (e.g., Email) go to the same team member for a set time. It checks sticky logs within a chosen scope (Distributor, Team, or Global) before assigning.

Result: Consistency and continuity. It means the same rep handles related/duplicate records, which reduces handoffs and repeated outreach. This improves customer experience and leads to faster follow-up because the assignee already has context.

Learn more →