Traction Complete: Lead Processing Pipeline

End-to-end documentation of the lead routing architecture, matching logic, and SLA escalation engine. Click the diagram to expand and scroll.

Lead Processing Pipeline Flowchart

Phase 1: Pre-Processing, Matching & Deduplication

This stage filters out junk data, links records to existing accounts, and prevents duplicates.

Is Test / Internal?

Criteria: Is_A_Test_Record__c equals "True" OR the Email field contains "@absolute.com".
Action: If yes, the record is flagged, and routing stops immediately.

Advanced Account & Contact Matching

Criteria: The system utilizes multiple logic layers to map incoming leads to existing accounts or contacts:
  • Standard/Strict Match: Exact match to Account.
  • Fuzzy Match: Company Name + Billing Country + State + City + (Zip or Street).
  • Domain Match: Fuzzy Company Name + Traction Domain.
  • L2A (Lead to Account): Company & Country to Account Name & Billing Country.
  • L2C (Lead to Contact): Email to Email.

Campaign Population Evaluation

Criteria: Evaluates the LeadSource or Source_Vendor__c fields to automatically stamp the First_Campaign__c and Most_Recent_Campaign__c fields.
Branches:
  • Partner Provided: LeadSource = "Partner Provided"
  • Sales Found: LeadSource = "Sales Found"
  • Search: Source_Vendor__c = "Bing" or "Google"
  • Online Ads: Source_Vendor__c = "Businesswire", "G2", "SecurityWeek", or "Spiceworks"
  • Partner Referral: Source_Vendor__c = "Channel Partner", "Dell", or "Lenovo"
  • ABM: Source_Vendor__c = "Demandbase"
  • Social Media: Source_Vendor__c = "Facebook", "LinkedIn", "Reddit", or "YouTube"

Owner Changed / Override Check

Criteria: Checks if the lead owner was manually changed, or if the Lead_Owner_Override__c checkbox is set to True. If true, standard assignment is bypassed.

Duplicate Lead Found? (Automerge)

Criteria: Looks for duplicate records using Email Address, or by looking for existing leads at the Same Company (provided the matched record has an active SDR assigned).
Action: System merges the records. It keeps the Oldest lead as the master. The "loser" record passes over its address data. The "winner" record keeps the campaign data, and any Lead Notes are concatenated together. Routing stops.

Phase 2: MQL & Channel Routing

This stage qualifies the lead and splits partner/channel leads away from direct sales leads.

Is Record MQL?

Criteria: Funnel_Stage__c equals "MQL".
Action: If yes, it stamps the MQL_Funnel_Stage_Date__c field with the exact current Date/Time (NOW).

Is Channel / Allbound?

Criteria: Lead_Origin__c equals "Channel" OR Allbound_ID__c is not blank OR Campaign is "Become A Partner Request".

Which Channel Region?

Criteria: If it is an Allbound lead, it stamps the Allbound Partner ID to the Owner and stops. If it is a standard Channel lead, it evaluates the Country_Grouping__c.
Branches:
  • NAM: Routes to "Channel NAM Queue"
  • EMEA: Routes to "Channel EMEA Queue"
  • LATAM: Routes to "Channel LATAM Queue"
  • APJ: Routes to "Channel APJ Queue"

Phase 3: Direct Routing & Territories

The core engine where standard leads are sliced by region, company size, and specific campaigns.

Created by Sales Rep?

Criteria: User Profile of the creator equals "Sales Representative".
Action: Bypasses routing to keep it with the rep.

Match Type Check (Account Match)

Criteria: If matched to an account with Open Opps or Active Licenses.
Action: Triggers Account Based Assignment (routes the lead to the owner of the matched account).

Demo Request?

Criteria: Most_Recent_Conversion__c equals "Demo Request" AND SDR__c is currently blank.
Branches (by Employee Count):
  • Enterprise: Employees >= 10,000 (Routes to NA Demo Enterprise RR)
  • Mid-Market: Employees 1,000 - 9,999 (Routes to NA Demo Mid-Market RR)
  • SMB: Employees 1,000 (Routes to NA Demo SMB RR)

CISO Campaign Match?

Criteria: Looks for Campaign Members where the Campaign Name contains "Workshop", "-WS-", or the Status is "CISO or Exec High Touch Activity".
Branches:
  • NAM: Country Grouping = NAM (Routes to NAM BDR RR)
  • Non-NAM: Country Grouping != NAM (Routes to EMEA Enterprise RR)

PeerSpot Check:

Criteria: Source_Vendor__c equals "PeerSpot". Routes directly to NA Enterprise RR.

Evaluate Segment & Territory (The Main Matrix)

Criteria: Evaluates Country, Industry, and NumberOfEmployees.
Branches:
  • NA Enterprise: US/Canada AND Employees >= 10,000.
  • NA Mid-Market: US/Canada AND Employees 1,000 - 9,999.
  • NA SMB: US/Canada AND Employees 1,000.
  • NA No Employees: Routes to NA Request Enterprise No Employees RR.
  • EMEA: If Germany, and lead is Allbound, do not reassign. Else route to Germany RR. Rest of EMEA routes to segment RR.
  • LATAM: Do not reassign Allbound. Splits into NOLA RR, SOLA RR, and Brazil RR.
  • Japan: If Channel, route to Japan Channel RR. If Sales, route to Japan Sales RR. ALL Japan leads are assigned an SDR through the Japan SDR RR.
  • ANZ: Assigns to ANZ segment RR.
  • SE Asia: Assign Lead Owner and SDR based on segment RR.
  • Federal: Sub-Industry = Federal, OR Industry = Government, OR NAICS codes match specific Gov codes.
  • SLED: Country = US AND Industry = Education or Government.

Phase 4: SLA Escalation Engine

Once assigned, this timer ensures follow-up. Exception: If Lead Origin is Channel or Allbound ID is not blank, the flow stops here and NO notifications are sent.

Initial Assignment & Task 1

Action: The flow matches the SDR's Manager and stamps the Lead_Owner_Manager_Id__c. It creates a Salesforce Task called "MQL Assigned" and sends an email alert to the SDR.

Pause 24 Hours & SLA 1 Check

Action: Pauses 24 hours.
Criteria: Is Funnel_Status__c still "Not Started"?
If Yes: Creates Task "1st SLA Task" and emails the SDR.

Pause 24 Hours & SLA 2 Check

Action: Pauses another 24 hours (48 hours total).
Criteria: Is Funnel_Status__c still "Not Started"?
If Yes: Creates Task "2nd SLA Task". If Source Vendor does NOT equal PeerSpot, escalates by emailing the Lead Owner, Owner Manager, and SDR.

Pause 24 Hours & SLA 3 Check

Action: Pauses a final 24 hours (72 hours total).
Criteria: Is Funnel_Status__c still "Not Started"?
If Yes: Creates Task "3rd SLA Task". If Source Vendor does NOT equal PeerSpot, fires final escalation email to the Lead Owner, Owner Manager, and SDR. Routing is complete.