How G&A Partners turned account-based intent into a 240% lift in SDR meetings booked.

Problem

When the routing logic lives in one manager’s head, growth stalls.

G&A Partners is a leading HR outsourcing and workforce solutions provider. As they built out a new Sales Development Representative (SDR) team within their 145-person sales organisation, their Salesforce lead routing and meeting scheduling process weren’t keeping up.

G&A had invested in an Account Based Marketing (ABM) solution to power their outbound sales motion to surface accounts showing buying intent. But hot accounts were routed through a custom Salesforce Flow that was easy to misconfigure and prone to failing behind the scenes. Nearly every day, sales ops or marketing had to manually re-assign leads the flow had dropped. By the time a rep saw the account, the moment had often passed.

Other parts of the operation were equally manual. SDRs had to figure out which sales rep should take each meeting, often checking in with leadership to confirm. What should have been a quick handoff sometimes took hours or days. Territories were segmented by geography, employee size, seniority and role, and no one had a clean way to see who was available. Some reps were overloaded while others sat waiting.

At the centre of it all was Haden Roberts, VP of the SDR team.

"Right now, I'm the bottleneck. This process isn't scalable. If my SDR team keeps growing, and it will, this manual routing approach just won't work six months from now."

Lead assignment questions, edge cases and reschedules flowed through Haden instead of through a system. That was time he couldn't spend on coaching, hiring or strategy. The team had strong intent data and a growing SDR function, and couldn't act on either fast enough.

Solution

A connected work assignment system inside Salesforce, from intent signal to booked meeting.

To fix this, G&A Partners implemented Distribution Engine and Booking Engine as a single connected system inside Salesforce. Distribution Engine handles lead routing. Booking Engine handles meeting handoff. Together, they replace every manual step between an intent signal firing and a meeting landing in a sales rep’s calendar.

When the ABM software flags an account showing buying intent, Distribution Engine reads the account's territory and uses the team's segmentation rules to automatically route it to the right SDR in seconds.

Once they've contacted and qualified the lead, The SDR books in the next step meeting immediately while on the call. Booking Engine surfaces the teams’ availability in Salesforce and automatically routes the meeting to an available Business Advisor. Within a couple of clicks the meeting is handed-off and the calendar invitations sent. No tab switching, no calendar tools, no leader needed to confirm where it should go. Operations Lead, Doug Hendricks shares more:

"Our SDRs don't have to figure out who to send leads to anymore. They just book the meeting and move on, knowing the system will handle the rest."

In an account-based go-to-market motion, speed matters. Intent signals decay fast, so the value of a trigger is highest in the hours after it triggers a lead, not the days after.
By the time G&A’s old Salesforce Flow finished its work, the moment was often gone. 

Now, Distribution Engine and Booking Engine instantly turn intent into rep activity. That joined-up flow is what makes the account-based motion actually work at the speed it was designed for.

Under the hood, operations now have a single place to adjust rules as the team evolves. Instead of relying on the answer being in one managers head, the routing logic is now a visible, scalable, Salesforce-native flow.

Outcome

Booked meetings grew 240% & the account-based motion finally works at the speed of the signal.

With routing and meeting scheduling automated, the SDR team moves faster, the account-based motion runs at the speed it was designed for, and leadership has time back to get out of the weeds.

The SDR meeting numbers tell the story best. ABM-triggered accounts now reach a rep's hands within minutes of the signal firing, not the next day or the next week. Booked meetings grew +240% directly after implementing Distribution Engine and Booking Engine. Doug and Haden credit a large part of this impressive uplift to the increased speed-to-meeting the new solution provides. SDRs converted more meetings the moment the prospect said yes, rather than losing them to the wait. Doug describes the change this way:

"The best way to measure success here is that we've eliminated all those extra manual steps. The process is faster, cleaner, and reps aren't left waiting for assignments."

The time savings show up in onboarding too. Assigning a new hire's book of accounts used to take up to 60 minutes of manual work in Salesforce. With Distribution Engine, that's now seconds.

Fairness has improved alongside speed. Because Distribution Engine and Booking Engine apply the rules the same way every time, meetings are distributed evenly across the team. That reduces friction and makes performance conversations easier. Doug reflects:

"The new system ensures every rep gets their fair share of meetings. No more overload on some while others sit waiting. It's completely balanced."

Most importantly, this new way has been a total unlock on growth. New SDRs and sales reps can be added into the existing logic without recreating the bottlenecks that came with manual routing. G&A Partners has turned a fragile, people-dependent process into a scalable system that accelerates their pipeline development.

Curious how you can put your account-based intent signals straight into a rep's hands? Learn more about Distribution Engine and Booking Engine.

How did they build it?

G&A Partners uses Distribution Engine and Booking Engine in Salesforce to replace manual lead and meeting routing with automated territory and round robin logic that fairly distributes work and frees leaders to focus on coaching and strategy.

Here are the top product features behind their setup.

1. Distributors based on Salesforce fields

What is it?: A distributor is the rule set that decides who gets what. G&A Partners' distributors read directly from Salesforce fields - geography, employee size, seniority - so assignments reflect the real shape of the territory model without any custom code.

Result: Whether the lead source is an inbound web form, an outbound prospecting account, or an ABM-flagged buying signal, the same routing rules apply. Manual intervention from sales ops and marketing has dropped from a near-daily occurrence to almost zero.

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2. Multiple teams within Distribution Engine

What is it?: Teams let you carve up a sales organisation by motion, segment, or product line, with their own settings, members, and routing rules. One Salesforce org, multiple distinct routing models. This is particularly useful for businesses with large sales organisations.

Result: With a sales organization 145 people strong, G&A Partners use Teams to segment out their routing logic and prevent rules colliding. They run separate teams for Business Advisors, Payroll Specialists, Inside Sales, and SDRs.

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3. Tag-based map assignment

What is it?: Distribution Tags let you label reps and territories so a single rule can route by attributes like region, industry vertical, or specialist skills and product knowledge. Map-based tagging extends that to geographic territories drawn directly on a map.

Result: When an account comes in, Distribution Engine matches the prospect's territory and size to the right tagged rep automatically. The brittle Salesforce flow that used to drop leads when a territory edge case wasn't covered is gone.

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4. Round robin with fairness rules

What is it?: Round robin assignment with built-in fairness logic ensures meetings and leads are distributed evenly across eligible reps, with fallbacks for unavailability or capacity.

Result: No more overloaded reps next to under-served ones. Performance conversations are cleaner because everyone is working from the same baseline of opportunity.

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5. Booking Engine embedded in Salesforce

What is it?: Booking Engine lives natively inside Salesforce, so SDRs schedule meetings on behalf of the assigned rep without leaving the lead or contact record.

Result: When an SDR secures an appointment, they're just a couple of clicks from booking the meeting, sending the invite and handing off in Salesforce. No tab switching, no calendar tools, no waiting on a leader to confirm where the meeting should go.

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