The 17 Best Lead Routing Software in 2023

The difference between a new customer and a missed opportunity could come down to a few minutes.

In fact, after five minutes, the chances of connecting with and qualifying a lead decrease by eighty percent. While it may be unattainable for your business to contact new leads that fast, speed to contact should be a top priority.

But how do you prioritize contact speed in an age of continuously evolving sales and marketing outreach? The answer is lead routing software.

Lead routing software is a tool that helps automate the distribution and assignment of leads to the right salespeople at the right time. This cuts down on response time, leading to higher prospect conversion rates for your organization.

Below, we have highlighted the 17 best lead routing software tools for 2023. Read on to find the right fit for your organization so you can prioritize closing new leads effectively.

What is lead routing software?

Lead routing software, sometimes referred to as lead distribution software, is a tool that helps assign leads to the right salespeople at the right time.

Without lead routing software, new prospects may get distributed to your sales reps on a first-come, first-served basis. While this method can work in certain circumstances, it’s often inefficient and can result in wasted or mismanaged leads.

Lead routing software, however, ensures that leads get distributed in the most effective way possible. Paired with CRM tools and other software your business uses, lead routing can qualify and send the right leads to the right sales reps in real-time.

All platforms are different, but a few capabilities of lead routing software may include the ability to qualify leads instantly, match prospects with sales reps that are most successful in that particular industry, automatically route leads to salespeople with gaps in their schedule, and aid in customer segmentation.

At the end of the day, lead routing is a powerful tool for a sales force that results in more effective outreach.

17 Best lead routing software

Below is our list of the top 17 best lead routing software. Some of these are strictly lead-routing platforms, while others are comprehensive sales and marketing tools that also boast impressive lead-routing capabilities. Whatever your needs are, you’ll be sure to find something on our comprehensive list.

1. LeanData

LeanData is a software that aids in lead routing so you can contact your prospects at the perfect time. The platform does away with coding and features a drag-and-drop routing system for easy implementation.

The software’s revenue orchestration system will help you simplify the process of turning a prospect into a customer. LeanData is a great option for automating and scaling the inbound lead process.

Key features:

• No coding required—the platform features an easy-to-use drag-and-drop interface
• Assists both inbound and outbound teams with lead qualification, speed to response, and optimizing handoffs
• Large amount of software integrations, including Clearbit
  

Best for: Mid-market businesses

Pricing: Contact LeanData for pricing information

2. HubSpot

HubSpot offers a multitude of sales and marketing tools, and now you can add lead routing to that list. With an intuitive, easy-to-use framework, you can take advantage of its lead scoring system, and pair it with its engagement tools, reporting, and CPQ functionality.

The all-in-one sales and marketing system is designed to route leads and make the entire sales process smoother. Starting with a free option, you can upgrade to the Sales Hub platform if you feel the software is performing well for your needs.

Key features:

• With over 500 integrations with tools such as Clearbit, HubSpot can work with the tools your business is already using
• Historical data and custom filter options for enhanced lead scoring
• Easy-to-use lead routing and distribution
  

Best for: Small businesses to enterprise-level corporations

Pricing: HubSpot’s basic tools are free, and paid plans start at $45 per month

3. Chili Piper

Chili Piper is an advanced lead routing and scheduling solution for B2B teams. Using web forms, you can gather the information of interested prospects on your website, and even transfer them to a meeting in real-time with an available sales representative.

This tool is compatible with a host of CRM tools, allowing you to store lead information and segment them into relevant subcategories.

Key features:

• Instantly qualify and route prospects to an available sales rep for a real-time meeting
• Improve the lead handoff process by seamlessly routing leads to the right sales reps
• Supercharge your sales funnel by connecting with interested prospects when it matters most
  

Best for: Mid-market to enterprise-level corporations

Pricing: Plans start at $15 per user per month

4. Calendly Routing

Calendly Routing allows companies to qualify, route, and schedule meetings for high-value leads instantly. Increasing your speed-to-lead with Calendly is seamless with Calendly’s customizable routing settings.

The tool works with a company’s existing Hubspot or Marketo forms to make set up a breeze. Calendly Routing also integrates seamlessly with Clearbit to automate the data enrichment process.

Key features:

• Works with Calendly, Marketo, or Hubspot forms.
• Customizable workflow settings adjust to your team’s needs.
• Faster speed-to-lead
  

Best for: Mid-market companies

Pricing: Plans start at $12 per user per month

5. Lead Liason

Lead Liason is a flexible sales and marketing automation software that fits perfectly into any business’ current stack. Promising to attract, convert, close, and retain your website visitors, this platform is a good choice for lead routing and successful outreach.

Featuring four core solutions: marketing automation, website visitor tracking, event lead management, and sales enablement, Lead Liason can aid your organization in sales and marketing efforts from the beginning to the end of the sales funnel.

Key features:

• Seamless CRM integration with their free custom software, OneFocus
• Create personalized content with their dynamic content builder
• Rich visual insights and analytical performance
  

Best for: Mid-market businesses

Pricing: Plans start at $250 per month

6. LeadSquared

LeadSquared is a multi-faceted sales execution platform that is trusted by over 2,000 companies across healthcare, banking, tech, and more. Featuring numerous capabilities across sales, marketing, and customer management, this platform can be an all-in-one solution for any business.

Through their lead routing capabilities, companies are promised to reach prospects faster than their competition by automatically distributing leads via numerous applicant and agent attributes.

Key features:

• Route leads automatically through a variety of filters such as agent availability, product type, application quality, and more
• Automatically re-distribute leads from sales agents that have left your organization
• Multiple distribution qualifications such as round-robin and location
  

Best for: Mid-market to enterprise-level corporations

Pricing: Plans start at $25 per user per month

7. SugarCRM

SugarCRM is a marketing automation platform that has the ability to deliver sales to the right leads. With this tool, you can not only perform lead routing, but also increase lead velocity, amplify the ROI of your marketing efforts, and support customer retention.

SugarCRM comes in four different solutions based on your needs: Sugar Market, Sugar Sell, Sugar Serve, and Sugar Enterprise. This platform is a good choice for not just lead routing, but for an entire suite of sales and marketing support.

Key features:

• Use AI to reach out to customers when they’re ready to buy through the channel they’ll respond to best
• Features an open API to allow for enhanced customizability and software integrations
• Increase productivity of sales staff by automating customer renewals and generating revenue opportunities
  

Best for: Small businesses and mid-market companies

Pricing: From $49 to $1,000 per month depending on product tier and features

8. Leadspace

Leadspace is a software that helps corporations sift through large amounts of consumer and corporation data to validate contact information and other key attributes. Using multi-source validation with both first- and third-party data, Leadspace helps businesses identify and hone in on leads.

With this tool, you can take a look at your total addressable market (TAM), find the contacts that matter most, and determine the best way to perform outreach.

Key features:

• Access to a tremendous amount of consumer and contact data so you can hone in on your entire TAM
• Use hierarchies and buying signals to enrich and optimize your outreach efforts
• Easy-to-implement CRM integration
  

Best for: Mid-market to enterprise-level corporations

Pricing: Plans start at $5,000 per month

9. Traction Complete

Traction Complete is a sales routing platform that helps sales and marketing teams consolidate data and complete hierarchies. When integrated with Salesforce, your team can unify customer data, analyze engagement performance, perform sales territory planning, and more.

This software is a great option for data consolidation, enabling interdepartmental communication and increasing conversion rates.

Key features:

• Extremely fast lead routing and assignment capabilities
• Find commonalities within accounts to assist in territory planning and cross-selling opportunities
• Easily merge data and consolidate duplicate accounts
  

Best for: Mid-market businesses

Pricing: Plans start at $65 per year

10. Syncari

Syncari is a data automation platform that allows you to analyze information on your leads and renewals throughout your GTM stack. By organizing and synching data, you can perform lead routing more efficiently, leading to more effective outreach by your sales team.

Allowing for a host of CRM integrations, Syncari’s main goal is to unify data across your organization, allowing for better communication and collaboration in your revenue teams.

Key features:

• Eliminate data silos, connecting and aligning the entirety of your GTM team
• Share and analyze metrics to check in on your sales funnel performance
• Identify important revenue signals and easily broadcast that information interdepartmentally
  

Best for: Small to mid-market companies

Pricing: Plans start at $2,995 per month

11. CaliberMind

CaliberMind is a revenue analytics platform that lets you perform lead routing and attribution, funnel analytics, analyze engagement metrics, and more. This software specifically focuses on gathering the correct organizational data for implementation throughout your entire organization.

Through this organizational data, revenue leaders can quickly determine which accounts are ready to buy, optimize ROI, and have the foresight to spot issues and trends as soon as possible.  

Key features:

• Verify your ideal customer with proven analytical and performance data
• Get real-time pipeline insights so you can make adjustments on the fly
• Spot industry trends quickly to pivot effectively when needed
  

Best for: Mid-market to enterprise-level corporations

Pricing: Plans start at $2,000 per month

12. LeadAngel

LeadAngel is an all-in-one lead management solution that seeks to eliminate lead loss, improve outreach, and generate a bigger return from marketing efforts. This platform specifically emphasizes quick outreach, allowing you to route warm leads to an available salesperson instantly.  

With a drag-and-drop interface, CRM integration, and continuously updated sales reports, LeadAngel makes it easy to optimize and improve your outreach efforts.

Key features:

• Automatically hunts through your database to eliminate duplicate information and ensure all of your prospect and current customer information is correct
• Routes warm leads to the next available salesperson through round-robin or weighted algorithms
• Intuitively sorts leads to make sure accounts from the same company are matched to the same salesperson
  

Best for: Small businesses to mid-market companies

Pricing: Plans start at $99 per month

13. Tray.io

Tray.io is an intuitive platform used to interconnect data across various tools. Tray.io  provides easy-to-implement automation for all members of an organization. With a host of software integrations, you can connect the tools you use most to eliminate manual work in favor of predetermined, automatic actions.

For example, you can connect your CRM tool to establish a lead routing strategy that routes prospects to the right salesperson instantly.

Key features:

• Connect apps and automate recurring actions easily
• Eliminate manual work, and collaboratively work with your team to improve processes
• Prioritize personalization by creating custom processes that reach out to the right prospects with the right messaging
  

Best for: Mid-market to enterprise corporations

Pricing: Plans start at $695 per month

14. PowerRouter

PowerRouter is a platform entirely dedicated to lead routing. Harnessing automation, you can guide prospects in real-time so they get to the right salespeople instantly.

This software makes it easy to ensure leads don’t slip through the cracks. Match leads to the right teams and makes sure follow-ups and other contact points get completed in a timely manner.

Key features:

• Select a round-robin or custom algorithm to distribute leads effectively
• Offers a flexible and easy user interface so you can create and edit workflows effectively
• Easily manage your sales force by assigning leads where they make the most sense
  

Best for: Small businesses

Pricing: Plans start at $15 per user per month

15. Openprise

Openprise is software designed to accelerate a company’s funnel flow and drive effective revenue growth. Using this software, you can break down silos and align sales and marketing teams to drive effective outreach.  

Featuring a comprehensive no-code interface, Openprise allows you to perform effective lead routing by targeting and transferring prospects to the right personnel instantly—as well as supplementing all areas of your sales funnel.

Key features:

• Orchestrate and organize your data with extensive onboarding, deduplication, and unification features
• Route leads, enrich customer data, score leads, and more
• Optimize your sales pipeline with account hierarchies, territory balancing, and account grading
  

Best for: Mid-market to enterprise corporations

Pricing: Plans start at $2,000 per month

16. Distribution Engine

Distribution Engine is a native Salesforce application that makes sure your leads and contacts are sent to the correct personnel. Featuring a number of configurations and algorithms, you can route leads effectively and ensure they are reaching the most qualified salesperson for the situation.

Key features:

• Custom lead routing criteria to ensure proper personnel matching and load management
• Re-assignment notifications for leads that have not been followed up with properly
• A number of integrations including HubSpot, Marketo, Pardot, and more
  

Best for: Mid-market companies

Pricing: Plans start at $45 per user per month

17. Clearbit

Rounding out the list, Clearbit is a data activation platform that enables marketers to discover and engage ideal customers at scale. We offer a number of essential features to create demand, capture intent, and convert pipeline across your entire organization. With over 100 B2B data attributes, Clearbit is the perfect solution to power effective lead routing.

While we don’t handle lead routing in itself, our data enrichment capabilities enable it to work as efficiently as possible. By automating the lead enrichment process  Clearbit provides sales professionals with the accurate data they need to effectively transition leads into customers.

Key features:

• Ensure your records are always accurate with automatically-refreshed data
• Configure lead scoring and routing to fit your specifications, with access to over 100 B2B attributes
• Personalize your outreach efforts to send your prospects down a faster, more optimized route to revenue
  

Best for: Businesses looking to drive efficiency throughout the funnel

Pricing: Contact us today for pricing and additional product features

Lead routing software FAQ

Finally, we’ll wrap up with a few frequently asked questions about lead routing software.

What is a lead in CRM software?

A lead in CRM software is a prospect that your business has identified as being interested in your product or service. This individual could have filled out a form, submitted contact information, or frequently visited your website or product page.

How do you do lead routing?

Lead routing can be as simple or as complex as your organization deems necessary. For a simple solution, lead routing could be as easy as having a list of salespeople that get distributed leads based on their position in line. However, the most effective way to handle lead routing is with dedicated software. From here, businesses can qualify and send the right leads to the right sales reps in real-time.

What are the best tools for lead generation?

The best tools for lead generation depend on your business goals. Are you looking for a simple lead routing tool to add to your arsenal? One of our options above should fit the bill nicely.

Additionally, if you are looking for data that you can use across your funnel from lead routing to lead generation, you may be in the market for something like we offer at Clearbit.

Clearbit can aid in lead routing

When it comes to contacting leads, the sooner the better—that’s why it’s so important for a business to have quality lead routing software to assist with qualification and outreach.

At Clearbit, we have the fit and intent data to aid your organization in lead routing, data enrichment, prospect outreach, and more to optimize your operations and convert more of your leads.