Warm Lead Routing

Warm Lead Routing

Overview

Most inbound lead volume is noise — a form fill from a student researching a term paper looks identical in a CRM to a form fill from an IT director who just had an outage. Warmth is what separates the two, and it comes from signals CRM stage alone doesn't capture: is this account revisiting the pricing page, did the same person book a call, did an email actually get opened. This skill combines those signals into a practical warmth score and turns that into a routing recommendation — the right rep, contacted soon enough to matter, with the reasoning shown so a sales manager can override it.

This skill is explicitly tiered: the richer the connected tool set, the more precise the scoring, but a CRM alone (no Warmly, no Calendly) still produces a usable, if coarser, read. Never treat missing intent tools as a reason to skip lead scoring entirely — degrade the signal set, not the output.

Anti-triggers

• Warmly's own visitor and account surface — choosing between the visitor and account lists, ICP filtering, and credit-burn checks belong to warmly-visitor-intelligence. This skill blends that signal with CRM activity into one warmth tier and a routing proposal.
• Contact records and email engagement as data — use hubspot-contacts or hubspot-activities.

Signal sources and what they contribute

Discovering available tools first

Before scoring anything, call conduit__search_tools to determine which of Warmly, Calendly, and a CRM (typically HubSpot) are actually connected for this org. Do not assume all three — this is the skill in this pack most likely to run with partial coverage, since Warmly and Calendly are both explicitly optional enrichments per this pack's README. Scope scoring to whatever is actually live, and state which signal sources were used (and which weren't available) in every output.

Scoring approach

Keep this explainable rather than a black-box formula — a rep or sales manager needs to see why a lead is scored warm to trust routing it.

1. Start from a base tier using the strongest available signal:

   • A Calendly booking in the last 7 days → start at Hot.
   • Warmly-identified repeat visits (2+ sessions in 7 days) or a pricing/ product page view → start at Warm.
   • A CRM form fill in the last 14 days with no other signal → start at Warm-Cool (real intent, but lower urgency than a booking or repeat visit).
   • Email engagement only (opens/clicks, no form fill, no booking) → start at Cool.
   • No recent signal of any kind → Cold — do not include in a warm-lead routing output; this skill surfaces leads worth acting on now, not the full lead database.

2. Adjust up or down based on secondary signals:

   • Multiple signal sources agreeing (e.g. a Warmly repeat visit and a form fill within the same week) moves a lead up one tier — convergent signals are more reliable than any single one.
   • A signal that's aging (e.g. a form fill 12 days old with nothing since) should not be scored as fresh as one from yesterday — recency matters within a tier, not just which tier it lands in.
   • Company-fit context, if available (existing client's employee vs. a brand-new domain, or a company size wildly outside the org's typical client profile) can be noted as a qualifier, but should not override a strong behavioral signal — a bad-fit account that books a call is still worth a fast, brief qualifying response.

3. Only "Hot" and "Warm" tiers get a routing recommendation in normal output; "Warm-Cool" and "Cool" can be included in a fuller sweep if asked, but shouldn't clutter a default "who's warm right now" answer.

Routing recommendation

Once a lead clears the Warm threshold, propose an assignee:

1. If the lead is already associated with an owner in the CRM (e.g. an existing named account, or a rep already assigned to the deal/contact), route to that owner by default — continuity beats round-robin.
2. If unowned, and the CRM exposes territory, industry, or account-size routing rules, apply them.
3. If no routing rule is available, propose round-robin among the reps with capacity (open-deal count, if visible) rather than always defaulting to the same person, and say explicitly that this is a default proposal in the absence of a documented routing rule.
4. Always state the rationale in one line per lead: signal(s) that earned the tier, and why this rep — e.g. "Booked a Calendly call 2 days ago; existing deal owner Maria S."

Do not write the assignment back to the CRM unless the operator explicitly asks for it — default to a proposal, matching this pack's other skills.

Graceful Degradation

Error Handling

No signal sources connected at all

State plainly that warm-lead routing requires at least a CRM to be connected, and that none was found. Do not fabricate leads or scores.

Signal sources connected but return no activity in the lookback window

Report that no leads currently meet the Warm threshold, rather than lowering the bar to force a result — an empty warm-leads list is itself useful information.

Related Skills

• Pipeline Health — once a warm lead converts to an open deal, pipeline health picks up its ongoing tracking
• Quote-to-Close Tracking — downstream of this skill, once a warm lead has progressed to a quote or proposal