Lead routing
Lead routing is the set of rules that assigns each new lead to the right owner, by territory, segment, existing account ownership or availability.
In practice
Routing decides who calls back and how fast, so every gap in the rules shows up as slow responses, duplicated outreach or leads nobody owns. It depends on clean data: a lead without a matched account or a valid country cannot be routed correctly.
Document the rules in order of precedence, include a fallback owner for anything that matches no rule, and log every assignment. Review unassigned and reassigned leads weekly, and track speed-to-lead by rule to see which paths are slow.