HubSpot lead routing automatisch instellen

Leads komen binnen en sales vraagt direct: “Wie pakt deze?” Stop met handmatig toewijzen en automatiseer het eindelijk.

Wat je nodig hebt

• HubSpot Professional of hoger (voor workflows)
• Sales team met territoria OF round-robin verdeling
• Duidelijke routing criteria

De setup

Stap 1: Definieer je routing logica

Kies één optie:

	A: Territory-based	B: Round-robin	C: Hybrid
Methode	Per regio/land	Eerlijk verdelen	Mix van criteria
Wanneer gebruiken	Geografische teams	Gelijk verdeelde workload	VIP’s + normale verdeling
Voorbeeld	NL → Rep A BE → Rep B UK → Rep C	Lead 1 → Rep A Lead 2 → Rep B Lead 3 → Rep C Lead 4 → Rep A	>250 FTE → Senior rep <250 FTE → Round-robin juniors

We gebruiken Optie C als voorbeeld.

Stap 2: Maak custom properties (als je ze nog niet hebt)

Ga naar Settings → Data Management → Properties en maak deze properties voor Contacts: routing_territory (Dropdown: NL, BE, UK, Other), account_size (Dropdown: Small <50, Medium 50-250, Large >250), en routing_status (Dropdown: Pending, Assigned, Failed).

Stap 3: Workflow 1 - Territory bepalen

Settings → Workflows → Create workflow

Trigger: Contact created OR Company associated to contact changed

Filters: Contact owner is unknown EN contact lifecycle stage is “Lead” of “MQL”.

Actions:

IF/THEN branch #1: Set territory based on country

IF Company country is "Netherlands"
THEN Set property "routing_territory" = "NL"

IF Company country is "Belgium"  
THEN Set property "routing_territory" = "BE"

IF Company country is "United Kingdom"
THEN Set property "routing_territory" = "UK"

ELSE
Set property "routing_territory" = "Other"

IF/THEN branch #2: Determine account size

IF Company > Number of employees > 250
THEN Set property "account_size" = "Large"

ELSE IF Company > Number of employees > 50
THEN Set property "account_size" = "Medium"

ELSE
Set property "account_size" = "Small"

Result: Elke lead heeft nu een territory én account size.

Stap 4: Workflow 2 - Assign owner

Create new workflow

Trigger: Contact property “routing_territory” is known AND Contact owner is unknown

Actions:

IF/THEN branch: Large accounts → Senior rep

IF "account_size" is "Large"
THEN 
  - Rotate contact owner between: [Senior Rep 1], [Senior Rep 2]
  - Set "routing_status" = "Assigned"
  - Send internal email to owner: "New VIP lead assigned"

ELSE IF: NL territory → NL team (round-robin)

IF "routing_territory" is "NL" AND "account_size" is NOT "Large"
THEN
  - Rotate contact owner between: [NL Rep 1], [NL Rep 2], [NL Rep 3]
  - Set "routing_status" = "Assigned"

ELSE IF: BE territory → BE team

IF "routing_territory" is "BE" AND "account_size" is NOT "Large"
THEN
  - Rotate contact owner between: [BE Rep 1], [BE Rep 2]
  - Set "routing_status" = "Assigned"

ELSE: Default to sales manager

ELSE
  - Set contact owner = [Sales Manager]
  - Set "routing_status" = "Failed"
  - Send notification: "Lead needs manual routing"

Stap 5: Slack/email notificaties

Add action to workflow: Send internal email notification

To: {{contact.owneremail}}

Subject: “New lead assigned: {{contact.firstname}} {{contact.lastname}}”

Body:

New lead assigned to you:

Name: {{contact.firstname}} {{contact.lastname}}
Company: {{contact.company}}
Territory: {{contact.routing_territory}}
Size: {{contact.account_size}}

View in HubSpot: [Link to contact]

Call within 4 hours for hot leads.

Optional: Slack notification

Als je HubSpot-Slack integratie hebt:

• Add action: Send Slack message
• Channel: #sales-leads
• Message: ”🔔 New lead for @{{contact.ownername}}: {{contact.company}}“

Stap 6: Test je workflow

Test lead #1: Large NL company Create contact Jan Jansen bij company TestBedrijf BV in Netherlands met 300 employees. Expected: assigned to senior rep met notification sent.

Test lead #2: Small BE company Create contact Marie Dubois bij SmallCo in Belgium met 25 employees. Expected: assigned to BE rep via round-robin.

Check: Gaat de lead naar de juiste owner, krijgt de owner een notificatie, en is routing_status “Assigned”?

Stap 7: Edge cases afhandelen

Lead zonder company?

Voeg toe aan workflow #1:

IF Company is unknown
THEN 
  - Set "routing_territory" = "Unknown"
  - Create task for sales manager: "Company info missing, check lead"

Lead uit nieuw land?

Add to territory lijst. Of:

IF "routing_territory" is "Other"
THEN
  - Assign to sales manager
  - Create task: "New country: {{contact.country}}, setup routing"

Weekend leads?

Add filter to notification:

IF Day of week is Saturday OR Sunday
THEN Send email: "New weekend lead - follow up Monday"
ELSE Send email: "New lead - call within 4 hours"

Common mistakes

#1: Te complexe logic

Niet doen: 15 IF/THEN branches, routing based on 8 criteria, of special cases voor elke situatie. Wel doen: max 3-4 routing rules, een simple fallback naar sales manager, en iterate later.

#2: Geen fallback

Altijd een ELSE branch hebben met assign to manager, create task, en log “routing failed”, anders verdwijnen leads.

#3: Workflows niet testen

Test in sandbox of gebruik een “Test” filter (Company name contains “TEST”), run de workflow, check results, en delete test contacts.

Uitbreidingen

Lead response SLA toevoegen

Add een timestamp property assigned_at en set deze in de workflow naar Current date/time. Create dan een report voor Time between assigned_at en first activity.

Score-based routing

High score leads gaan naar senior rep en low score leads naar junior rep door een IF/THEN toe te voegen: IF HubSpot Score > 70 THEN Assign to senior team.

Re-routing na X dagen

Als een lead niet contacted is na 2 dagen volgt er escalatie. Create een tweede workflow met trigger assigned_at is more than 2 days ago, filter Last contacted date is unknown, en action Send escalation email to manager.

Klaar

Je hebt nu automatische territory bepaling, owner assignment met round-robin, notificaties naar sales, en fallback voor edge cases. Sales krijgt leads binnen 1 minuut na inbound form submit zonder handmatig werk.

Volgende stap: Monitor first response time om te zien welke reps snel zijn en welke leads laten liggen.