Lead Router

Lead Router

Takes a qualified lead and routes it to the correct team member, outreach sequence, or nurture campaign based on configurable rules. Evaluates lead score, segment, source channel, deal size, and urgency to determine the optimal path. Ensures no lead falls through the cracks and every lead gets the appropriate level of attention.

Prerequisites

• agency.config.json populated (routing rules, team assignments, sequences)
• Lead must have qualification data (from lead-qualifier or manual input)
• CRM access for writing routing decisions
• Optional: outreach sequences configured for handoff

Capabilities Used

1. crm-writer -- update lead assignment and routing status
2. lead-scorer -- pull lead score if not already available
3. message-generator -- generate initial outreach based on route
4. cold-email-drafter -- draft first touch if routed to email sequence

Phase 0: Intake

Read agency.config.json:

• routing_rules -- configurable routing logic:

  {
    "routing_rules": {
      "hot_lead_threshold": 4.5,
      "warm_lead_threshold": 3.5,
      "routes": {
        "founder_direct": {
          "criteria": ["score >= 4.5", "deal_size >= 100000", "source = referral"],
          "owner": "founder",
          "sla_hours": 4,
          "first_touch": "personal_email"
        },
        "sdr_sequence": {
          "criteria": ["score >= 3.5", "score < 4.5"],
          "owner": "sdr_team",
          "sla_hours": 24,
          "first_touch": "outreach_sequence"
        },
        "nurture": {
          "criteria": ["score < 3.5", "icp_fit != NO_FIT"],
          "owner": "marketing",
          "sla_hours": 48,
          "first_touch": "nurture_email"
        },
        "disqualified": {
          "criteria": ["icp_fit = NO_FIT", "deal_breaker = true"],
          "owner": "none",
          "action": "archive"
        }
      },
      "overrides": {
        "enterprise": "founder_direct",
        "referral": "founder_direct",
        "competitor_client": "founder_direct"
      }
    }
  }
  

• team[] -- team members with roles and capacity
• sequences[] -- available outreach sequences
• crm.tabs -- CRM locations for each route

Accept parameters:

• lead -- (required) qualified lead object (output from lead-qualifier or enriched lead)
• mode -- single | batch. Default: single
• leads -- (required if mode = batch) array of qualified leads
• dry_run -- boolean, show routing decision without executing. Default: false
• auto_first_touch -- boolean, generate and queue first outreach. Default: true

Phase 1: Lead Evaluation

Extract routing-relevant attributes from the lead:

ROUTING INPUTS
---
Lead: [contact name] at [company]
Qualification verdict: [SQL/MQL/NURTURE/UNQUALIFIED]
Final score: [number]
ICP segment: [segment name]
ICP fit: [STRONG/MODERATE/WEAK/NO_FIT]
Source: [inbound_form/outbound/referral/event/organic]
Estimated deal size: [monthly value]
Urgency: [immediate/near-term/medium-term/long-term]
Authority level: [decision-maker/influencer/unknown]
Industry: [vertical]
Company size: [employee range]

Phase 2: Rule Matching

Apply routing rules in priority order:

Override Check (highest priority)

Check routing_rules.overrides first:

• Enterprise company (500+ employees or known enterprise brand): -> founder_direct
• Referral source: -> founder_direct
• Competitor's client (switching signals): -> founder_direct
• Strategic account (in target account list): -> founder_direct

Score-Based Routing

If no override triggered, apply score thresholds:

Score >= hot_lead_threshold (4.5):
  -> founder_direct
  Reasoning: High-intent, qualified lead deserves personal attention

Score >= warm_lead_threshold (3.5) AND < hot_lead_threshold:
  -> sdr_sequence
  Reasoning: Qualified but needs nurturing through sales process

Score >= 2.5 AND < warm_lead_threshold AND icp_fit != NO_FIT:
  -> nurture
  Reasoning: Potential fit but not ready to buy, keep warm

Score < 2.5 OR icp_fit = NO_FIT:
  -> disqualified
  Reasoning: Poor fit or insufficient signals

Source-Based Adjustments

Modify routing based on source channel:

• Inbound form with specific service request: Bump urgency, consider founder_direct
• Outbound response (replied to cold email): Route to whoever sent the original email
• Referral: Always founder_direct regardless of score
• Event/conference lead: Route to whoever attended the event
• Organic (blog, SEO): Standard score-based routing

Capacity Check

Before finalizing route:

• Check team member capacity (current lead load vs max)
• If assigned owner is at capacity, route to next available team member
• If all SDRs at capacity, escalate to founder with capacity alert

Phase 3: Sequence Assignment

Based on route, assign the appropriate outreach sequence:

Founder Direct Path

Sequence: personal_outreach
Steps:
  1. Personal email within SLA (4 hours)
  2. LinkedIn connection request (same day)
  3. Follow-up email (Day 3)
  4. Phone call attempt (Day 5)
  5. Value-add touchpoint (Day 7)

First touch content:
  - Mention specific signal or context
  - Reference relevant case study
  - Propose specific meeting time
  - Personal sign-off from founder

SDR Sequence Path

Sequence: standard_outreach
Steps:
  1. Intro email (within SLA, 24 hours)
  2. LinkedIn connection (Day 2)
  3. Follow-up email with case study (Day 4)
  4. Phone call attempt (Day 6)
  5. Value email (Day 8)
  6. Breakup email (Day 11)

First touch content:
  - Template-based but personalized with enrichment data
  - Reference their industry and specific need detected
  - Include relevant case study link
  - CTA: book a call

Nurture Path

Sequence: nurture_drip
Steps:
  - Trigger `nurture-sequence` skill with lead segment and stage
  - Educational content first (not sales)
  - 5-7 emails over 30 days
  - Re-evaluate after nurture completes

First touch content:
  - Welcome / value-first email
  - Share relevant content piece (blog, guide, video)
  - No hard CTA, soft engagement ask

Disqualified Path

Action: archive
Steps:
  - Mark as disqualified in CRM with reason
  - No outreach
  - Add to low-priority newsletter list (if email valid)
  - Re-evaluate in 6 months (set reminder)

Phase 4: First Touch Generation

If auto_first_touch = true:

Based on the assigned sequence, generate the first outreach:

For founder_direct:

• Use message-generator with personal tone
• Include: specific research reference, case study, calendar link
• Channel: email (draft, not send)

For sdr_sequence:

• Use cold-email-drafter with the lead's enrichment data
• Personalize based on: industry, detected needs, recent signals
• Channel: email (draft, not send)

For nurture:

• Use email-copywriter for educational content
• Tone: helpful, not salesy
• Channel: email (draft, not send)

Phase 5: Output

Return structured JSON:

{
  "routing_date": "2026-03-07",
  "lead": {
    "contact_name": "Priya Mehta",
    "company_name": "FreshSkin Co",
    "score": 4.2,
    "verdict": "SQL",
    "icp_fit": "STRONG_FIT",
    "source": "inbound_form"
  },
  "routing_decision": {
    "route": "founder_direct",
    "reason": "SQL with strong ICP fit, inbound with specific service request, estimated deal size above threshold",
    "rule_matched": "score >= 4.5 OR (score >= 3.5 AND source = inbound AND specific_request = true)",
    "override_applied": null,
    "assigned_owner": "founder",
    "sla_hours": 4,
    "sla_deadline": "2026-03-07T14:00:00+05:30"
  },
  "sequence": {
    "name": "personal_outreach",
    "total_steps": 5,
    "first_touch": {
      "channel": "email",
      "timing": "Within 4 hours",
      "draft": {
        "subject": "Your Shopify store revamp, Priya",
        "preview": "Saw FreshSkin's new serum line -- the product pages could convert much better. Here's what we did for a similar brand...",
        "status": "draft_ready"
      }
    },
    "next_steps": [
      {"day": 0, "action": "LinkedIn connection request"},
      {"day": 3, "action": "Follow-up email with case study"},
      {"day": 5, "action": "Phone call attempt"},
      {"day": 7, "action": "Value-add touchpoint"}
    ]
  },
  "capacity_check": {
    "owner_current_load": 8,
    "owner_max_capacity": 15,
    "status": "OK"
  },
  "crm_updates": {
    "stage": "ROUTED",
    "assigned_to": "founder",
    "sequence": "personal_outreach",
    "next_action": "Send first email",
    "next_action_date": "2026-03-07"
  },
  "generated_at": "2026-03-07T10:00:00Z"
}

Phase 6: Review

Present routing decision.

APPROVAL GATE: "[Lead] routed to [owner] via [sequence]. First touch drafted. Approve?"

If approved and dry_run = false:

• Update CRM via crm-writer
• Queue first touch email as draft
• Set up cadence reminders for subsequent touches
• Log routing decision for analytics

Batch Mode Summary

When processing multiple leads:

ROUTING SUMMARY -- [Date]
===
Leads processed: N

Founder Direct: N
  1. [Lead] -- Score: [X] -- Reason: [brief]
  2. [Lead] -- Score: [X] -- Reason: [brief]

SDR Sequence: N
  1. [Lead] -- Score: [X] -- Assigned: [SDR name]
  2. [Lead] -- Score: [X] -- Assigned: [SDR name]

Nurture: N
  1. [Lead] -- Score: [X] -- Segment: [segment]

Disqualified: N
  1. [Lead] -- Reason: [brief]

Capacity alerts:
  - [SDR name] at 14/15 capacity

Example Usage

Trigger phrases:

• "Route this lead: [qualified lead data]"
• "Where should [lead] go?"
• "Batch route this week's qualified leads"
• "Assign [lead] to the right sequence"
• "This lead just qualified, route them"
• "Who should handle the FreshSkin lead?"