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Best Lead Routing Software Shortlist 

Here’s the shortlist of the best tools that I’ll cover in this article.

  1. Lead Assign - Best for real-time visibility across every partner
  2. Distribution Engine - Best for using lead routing with Salesforce
  3. LeanData - Best for reducing routing times by sending the right lead to the right person
  4. Bitrix24 - Best for an all-in-one business solution
  5. HubSpot - Best for personalized lead outreach development
  6. Boberdoo - Best as a simple, single-tool solution for SMBs
  7. LeadAngel - Best for more flexible lead routing through intelligent software
  8. Freshsales - Best for lead management and customer support
  9. LeadSquared - Best for more control over your lead distribution process
  10. Chili Piper - Best sales boosting software for B2B revenue teams

If you’re like most businesses, you’re probably spending over 50% of your budget on lead generation. But marketing budgets are spread thin and you need to be making the most of those leads you actually get. With lead routing software, you have the opportunity to streamline your company’s ability to distribute leads effectively, cutting down on missed sales.

Is lead routing software low on your list of priorities? It’s time to move it up the ranks to ensure you have a high-functioning sales team. To get you on track to making more sales and growing your business, I’ve put together a list of some of the best lead routing software and CRM systems available. Check them out to find the right fit for you.

What Is Lead Routing Software?

Did you know that customers are 60 times more likely to convert if you respond within 24 hours? If it’s taking you longer than that to get possible conversions on the phone, it might be time to think about software that will get the pipeline humming. 

Lead routing software quickly gathers all your incoming leads and automatically distributes them throughout your sales team so they can follow up in a timely manner. While there are several lead routing styles, the last thing you need is a disorganized free-for-all that allows high-quality leads to fall through the cracks. With routing software, every call gets documented and sent to the appropriate salesperson right away.

When it comes to the best lead routing software available, there are lots of metrics that can help decide which one is right for your needs. Since I’m trying to help a variety of businesses find the perfect fit, I selected these options through a rigorous elimination process that starts with positive user ratings. I continued to hone the list by using specific selection criteria.

Through the lens of years in RevOps, I was able to pinpoint the essential usability, features, integrations, and pricing to ensure an accurate comparison of the top software options. My work has led to this comprehensive list of 10 of the best lead routing software and CRM platforms currently available.

Overviews Of The 10 Best Lead Routing Software

You can use the simple overviews of each tool below to understand how each tool stands out from other sales enablement software. 

1. Lead Assign - Best for real-time visibility across every partner

screenshot lead assign lead routing software
Lead Assign offers more integration crossover to provide data wherever you need it.

Sometimes, it’s necessary to bring in other partners and integrations for a healthy sales workflow ecosystem — but that doesn’t mean you need to sacrifice pipeline visibility. With Lead Assign, you’re getting lead routing and management software that works as a standalone system and integrates with existing tech stacks for more flexibility and control.

The key to staying in the know is Lead Assign’s convenient real-time dashboard. With this tool, you have aggregated lead information available in your own branded instance. You can even request feedback from lead owners and sales reps to enhance your view of the sales funnel, optimize enablements, and improve sales cycle conversion rates.

Lead Assign is already the preferred choice for many manufacturers, IT providers, real estate organizations, and financial service organizations. Small, medium, and enterprise-level businesses rely on this platform, and they now route more than 1 million quality leads every year across over 300 enterprises.

Lead Assign Standout Features and Integrations

Features include an activity dashboard, workflow management, campaign management, source tracking, forecasting, reporting and statistics, interaction tracking, real-time notifications and data, pipeline management, lead capture and nursing, and opportunity management.

Integrations include Salesforce, Zapier, HubSpot, Dynamics 365, Oracle, Pipedrive, API, WordPress, Capture CRM, and Contact Wolf.

Price: Pricing is customized for scale

Free Trial: Free demo and test drive are available

  • Easy to use
  • Robust automation
  • Rules-based lead routing
  • No permissions and accessibility settings 

2. Distribution Engine - Best for using lead routing with Salesforce

screenshot distribution engine lead routing software
Distribution Engine is designed to be used with Salesforce software.

Distribution Engine is a native Salesforce application that’s easy to configure to ensure your leads and opportunities are fairly distributed across all sales reps. Whether you prefer a round-robin approach for even distribution or weighted assignments to accommodate reps with higher quotas, this lead distribution software gives you the keys to the routing rules.

One of the best things about Distribution Engine is its rules-based routing. In addition to round-robin and weighted distribution, you can also use territory-based assignments, skills-based routing, lead source distribution, or account matching. With this software, you guarantee your leads get to the right team member who can best help them.

This lead distribution system is completely scalable to fit your needs across a variety of industries. Whether you’re a small business hoping to reach enterprise-level over the next few years or a medium-sized business with B2B services, Distribution Engine is a streamlined, simple solution.

Distribution Engine Standout Features and Integrations

Features include advanced distribution, classifier, weighting and caps, availability, tags, tracking and SLAs, monitoring and analytics, Salesforce native, lead capture, pipeline reports, sales trend analysis, and lead management.

Integrations include Salesforce, Pardot, Fundraising Manager, Marketo, Eloqua, and HubSpot.

Price: From $45/user/month

Free Trial: 30-day free trial available

  • Very easy setup and management
  • Fairly distributes leads among sales reps
  • Automates a lot of the workflow
  • It can be hard to see blockers
  • Takes a few days for new licenses to be approved

3. LeanData - Best for reducing routing times by sending the right lead to the right person

screenshot leandata lead routing software
LeanData delivers precise routing for every lead with intelligent lead delivery.

If you’re looking for the gold standard in modern lead management, LeanData offers you a revenue orchestration platform with simple, no-code automation that accelerates the sales funnel through intelligent routing, smart algorithms, lead-to-account matching, accurate data, and lead data automation across all integrations.

One of the best tools for your sales process is the routing tool, which captures, filters, and consolidates customer data. It can identify duplicate and follow-up calls to eliminate low-priority prospects and route return calls to the correct sales rep. LeanData claims it can deliver up to a 99% reduction in response time with its tools!

LeanData is a great choice for SMBs that are focusing on sales development, demand generation, and operations. Some of their customers include Zoom, DocuSign, and Intercom, showing that they can handle CRM support for enterprise-level businesses as well.

LeanData Standout Features and Integrations

Features include account-level insights, lead analysis, segmentation, account identification, priority matching, account tie-breakers, fuzzy matching, match and route, multi-objects, territory routing, working hours routing, audit logs, duplicate match, and analytics.

Integrations include 6Sense, Clearbit, Cloudingo, Kronologic, Outreach, Crossbeam, SalesIntel, Microsoft Teams, Cognism, and Salesforce Sales Engagement.

Price: From $39/user/month

Free Trial: Free demo available

  • Many possibilities for managing record assignment
  • Has auditing for quick identification of errors
  • Great notification feature
  • Bookit still has a few glitches to work out
  • Extra customization can lead to complex workflows 

4. Bitrix24 - Best for an all-in-one business solution

screenshot bitrix lead routing software
Bitrix24 offers a comprehensive CRM for lead routing along with other workflow tools.

If you’re looking for lead routing software that’s designed to do its job while providing additional support for all your other business needs, consider Bitrix24. It can improve collaboration between teams, track tasks and projects, and automate billing and HR.

Bitrix24 strives to provide the ultimate workspace by replacing your current SaaS solution, easily migrating all relevant data to its platform, integrating with all your essential services and apps, and ensuring a simple pricing structure with a 100% flat fee. They also offer a forever-free option for smaller organizations.

The small and medium business options from Bitrix24 can handle up to 100 users with comparable data storage capacities but they also offer enterprise-level solutions that can handle anywhere from 250 to 10,000 users. Find the appropriate Bitrix24 solution for your organization when you browse by role, industry, need, tool, or business size.

Bitrix24 Standout Features and Integrations

Features include lead management, quotes and invoices, online payments, sales automation, rules and triggers, contact center, sales intelligence, shared drive, calendar, workflow automation, project tracking, Gantt chart, Kanban board, a mobile app, and web forms.

Integrations include Xero, WhatsApp, Mailchimp, Asterisk, Zoom, QuickBooks, Ring, Stripe, PayPal, and Open API.

Price: From $49/month

Free Trial: Free forever plan available

  • Great at managing workflows
  • Excellent scheduling capabilities
  • Allows for remote work
  • May glitch out and redirect to the login page
  • Mobile app doesn’t have all web tool features  

5. HubSpot - Best for personalized lead outreach development

screenshot hubspot lead routing software
HubSpot offers personalized lead outreach tools that keep track of client details for you.

When you need automated lead distribution, call tracking, email marketing, and templates all available in one centralized database, then HubSpot is the solution that can streamline your workflow with easy-to-access information. This popular CRM also offers other unique tools to elevate its services, like personalized lead outreach, communication history, and lead scoring.

Their approach to personalized lead outreach means tracking and viewing each lead in a single, clear timeline. With a chronological list of touchpoints between client and company, you can see every email open, page visit, incoming call, social media interaction, and content download. This tool also integrates lead tracking throughout your teams, including marketing, customer service, and operations.

HubSpot offers highly customizable solutions with personalized plans and pricing for freelancers and businesses of every size. With capabilities that can be tailored to your industry, not only can you build a plan that fits your budget, but you can also customize operations and features to fit your workflow.

HubSpot Standout Features and Integrations

Features include free CRM, live chat, website builder, meeting scheduler, sales pipeline management, sales tracking, call recording, sales dialer, sales automation, quote software, customer profile software, business card scanner, call tracking, and custom fields.

Integrations include Salesforce, Slack, Microsoft Outlook, Gmail, WhatsApp, Trello, Zoom, Canva, WordPress, and Asana.

Price: From $30/month

Free Trial: Free forever plan available

  • Constantly evolving and innovating
  • Free plan encompassing tools for all business needs
  • Versatile, flexible, and customizable
  • Setup is a completely blank slate, which can be daunting
  • Automation could be more user-friendly

6. Boberdoo - Best as a simple, single-tool solution for SMBs

screenshot boberdoo lead routing software
Boberdoo offers simplified lead routing software without any unnecessary features.

Some organizations simply need lead routing software without any extra bells and whistles. For these businesses, Boberdoo offers a sleek and functional solution to ensure streamlined lead distribution based on business goals and needs. With unique filtering options for each buyer, multiple distribution variations, and unlimited partner and vendor logins, they deliver simplicity.

Boberdoo offers advanced lead distribution software that ranges from managing a one-person organization to an office that tracks thousands of calls each day. With this scalability, companies can easily adjust to their growing needs to save time, optimize lead matching, serve clients better, and improve the company image.

Boberdoo has been improving the lead industry since 2001, and they’ve developed the lead distribution features businesses need to thrive. They can support single-person operations, as well as enterprise-level organizations across a number of industries.

Boberdoo Standout Features and Integrations

Features include lead management, ping post options, payday waterfall distribution, live transfer routing, automated invoicing, multiple lead verticals, form builder, lead delivery system, custom SMTP, call center verification, and trigger-based autoresponders.

Integrations include Salesforce, Google Analytics 360, Zoho, and Convoso.

Price: Pricing is based on volume and is customized to customer needs

Free Trial: Free demo available

  • Easy to set up call campaigns
  • Great support throughout the onboarding process
  • A lot of customization for out-of-the-box needs
  • Doesn’t have many integrations
  • Doesn’t offer cross-team tools and management 

7. LeadAngel - Best for more flexible lead routing through intelligent software

screenshot leadangel lead routing software
LeadAngel lead routing is based on powerful segmentation and flexible distribution.

LeadAngel is lead management software that helps unleash your sales team with smart lead routing that’s easy to set up and maintain. Their lead routing software works with any CRM and delivers insightful reports that ensure you gain actionable insights on your sales team and customer needs.

One of the key features of their lead routing is the segmentation software that categorizes leads based on any characteristic you choose, including industry, product interest, geographic location, business size, email domain, and account status. Create custom lists and rules for each type of lead to route it to the right sales rep right away.

As a cloud and browser-based solution, LeadAngel can help maximize routing for inbound calls that ensure streamlined services for SMBs and enterprise-level organizations. If you’re looking to intelligently enhance your lead distribution process while integrating with a third-party CRM, LeadAngel can help.

LeadAngel Standout Features and Integrations

Features include lead matching, lead attendant, routing, data cleanup, reporting, alerts/notifications, lead qualification, opportunity management, real-time data, data mapping, segmentation, target account identification, and interaction tracking.

Integrations include Salesforce Essentials, Eloqua, Marketo, and API Interface.

Price: From $99/company/month

Free Trial: Six-month free trial is available

  • Easy to set up
  • More flexibility for lead-to-account matching
  • Top-notch customer service
  • No campaign contribution reporting

8. Freshsales - Best for lead management and customer support

screenshot freshsales lead routing software
Freshsales offers plenty of free tools for managing leads and servicing customers.

Formerly known as Freshworks CRM, Freshsales has been overhauled into an all-in-one package that combines marketing and sales capabilities. From chat and in-built phones to marketing email journeys and managing inbound leads, you can focus on scaling your business while Freshsales manages everything else — for free.

One of the key features of Freshsales is its ability to ensure your sales team can function on-the-go or from remote locations. They offer a mobile app with comprehensive desktop functionality, including quick summaries of accounts, deals, and prospects, schedule and task tracking, recording notes and conversations, and managing the entire deals process.

When your team can personalize their preferences for calls, notifications, task reminders, alerts, and email digests, their work is that much easier. Freshsales grows with your business, making it the ideal choice for aggressive expansion. As organizations mature and workflows get more complex, Freshsales evolves with you, providing more storage, users, marketing automation, customizations, and reporting. 

Freshsales Standout Features and Integrations

Features include unlimited users, phones with local numbers, chat topics, a mobile app, contact management, cloud telepathy, CPQ, deal management, email integration, Freddy AI, sales reporting, activity timelines, highlight cards, and territory management.

Integrations include Gmail, DocuSign, PayPal, PandaDoc, Zapier, Slack, Outlook, Xero, Quickbooks, and Open API.

Price: From $15/user/month (billed annually)

Free Trial: Free forever plan available

  • More monitoring features than competitors
  • User-friendly interface
  • Cloud-based software
  • The UI can be slow
  • Could benefit from an internal chat

9. LeadSquared - Best for more control over your lead distribution process

screenshot leadsquared lead routing software
Charting new lead distribution with LeadSquared to better visualize data.

While LeadSquared offers a full-service CRM with lots of essential features, they also focus on intelligent lead distribution that helps you organize, manage, and control each deal from start to finish. When you reduce response time through automated distribution, you improve prospect experience before you’ve even started talking to them!

Whether you choose to distribute leads based on agent or lead attributes or you limit leads with automated capping logic, there are many ways to ensure streamlined distribution channels that won’t clog up your call lines. One of the unique aspects of LeadSquared’s distribution offerings is the way you can auto-distribute a churned agent’s leads. Prevent breaks in communication when you send those leads to more available sales reps.

LeadSquared helps you capture leads from every possible source, including phone calls, email, chat, social media, blogs, online ads, and even events. They can also ensure your industry has targeted solutions with a tailored platform designed for anyone from the financial industry and education to travel and automotive.

LeadSquared Standout Features and Integrations

Features include intelligent lead distribution, lead capping, auto-redistribution, sales management and automation, lead tracking, call center CRM, B2C opportunities, remote sales solutions, field force automation and management, and field force reporting.

Integrations include Gmail, Salesforce, WordPress, Acuity Scheduling, Shopify, Zapier, Freshdesk, Zendesk, LiveChat, and Meta for Business.

Price: From $25/user/month

Free Trial: Free demo available

  • Intuitive product that requires minimal training
  • All the features you need for sales automation
  • Easy to track calls from any source
  • Still adding more software integrations 
  • Needs a call recording saving option

10. Chili Piper - Best sales boosting software for B2B revenue teams

screenshot chili piper lead routing software
Chili Piper takes a three-pronged approach to close deals and ensure customer satisfaction.

Chili Piper is a powerful meeting lifecycle automation platform that can handle lead routing no matter which channels your prospects choose to use for communication with your team. From forms and calls to emails and scheduled meetings, they can help provide the solution to qualify leads and turn them into customers.

This platform is designed to enhance inbound conversion rates for B2B businesses with tools like the Form Concierge that qualifies, routes, and books leads from your existing forms, Distro to prevent leaks in your sales funnel, and Handoff to schedule meetings with one click — no Excel sheet needed!

Whether you’re an SMB or an enterprise-level organization, Chili Piper can handle every workload and workflow. They provide solutions for demand generation, customer success, sales, and revenue operations across a number of different industries.

Chili Piper Standout Features and Integrations

Features include Form Concierge, Handoff, Distro, Instant Booker, access controls and permissions, collaboration tools, lead generation, call management, web forms, room booking, group scheduling, and source tracking.

Integrations include Ada, HubSpot, Google Hangouts, Clearbit, Eloqua, Partner Fleet, Slack, Gong, Duplicate Check, and Unbounce.

Price: From $30/user/month + $150 platform fee

Free Trial: Free demo available

  • Robust integration capabilities
  • Affordable tiered plans
  • Simple and quick setup
  • Requires an additional platform fee 
  • Scheduling can get complicated with different time zones

Other Options

Here are a few more options that didn’t make the best lead routing software list:

  • Lead Liaison - Best for driving traffic to your website and turning it into leads
  • LeadsPedia - Best for lead validation and verification to prevent duplicate and low-quality prospects
  • Lead Capsule - Best for aggregation, distribution, and commerce
  • Adrack - Best for building campaigns and managing leads
  • Pipeliner - Best for a visual approach to customer care
  • ClickPoint - Best for call centers and sales teams that provide customer support
  • LeadByte - Best for real-time automated lead generation from multiple channels through a web-based platform
  • Blitz - Best for commission-tracking to minimize manual data input and extra effort
  • Leadfeeder - Best for generating sales leads from website visitors
  • Nextiva - Best for blending automation, intelligence, and app integrations to simplify business communication

Selection Criteria For Lead Routing Software

Here’s a short summary of the main selection and evaluation criteria I used to develop my list of the best lead routing software for this article:

Core Functionality

While these tools will vary in their standout features, they must still provide some core functionality to ensure they can optimize your lead routing process. Some essential functionality include:

  • Lead capture
  • Real-time notifications
  • Lead tracking and monitoring
  • Compliance and security
  • Integrations

Key Features

If you’re looking to bolster lead routing for your organization, here are some key things to look for in prospective lead routing software:

  • Lead scoring: Sorts leads based on quality and only forwards viable prospects to your sales team.
  • Intelligent routing: Sends leads to the appropriate reps based on your rules routing, like round robin.
  • Lead nurturing: Ensures leads stay interested in your services through marketing campaigns and check-ins.
  • Reporting and analytics: Provides insights into prospect buying habits and behavior to provide more closing opportunities.


Lead routing is much more than just distributing calls among your salespeople. The system you choose must fit your organization’s workflow and integrate with all the other software tools you use on a regular basis. To help guarantee ease of use and functionality, I looked for those lead routing options that had a low barrier for entry, as well as a long list of available integrations. 

Standout Features

So what type of features add value to your lead routing software? While some of that depends on your needs as a company, there are some standout features that every software should have, like lead scoring, availability-based routing, automated customer data gathering, and analytics and reporting.

Software Integrations

One of the most important integrations with lead routing software is CRM-based. Once you’ve captured and converted a lead, you need to continue to manage the customer relationship on a different level. You’ll also need software that integrates with calendar syncing and scheduling, omnichannel contact capabilities, and automation software.


What’s the best price for your budget? As little as possible — with the most features and integrations you can get! I factored in value based on usability, features, integrations, and support from each platform to show you the top 10 lead routing software options with pricing that works for SMBs and enterprise-level needs.

People Also Ask

Here are some popular questions answered for your convenience!

Other Lead Software Reviews

Here are some other software reviews for you to consider if you are looking for other lead management tools.


Lead routing software offers many benefits, including intelligent distribution of leads and improved sales. And with this review of the best lead routing software options, you should be able to find one that will work best for your needs.

Our goal is to ensure you have all the tools you need to design intelligent business strategies and make informed decisions. If you found this review helpful, subscribe to our newsletter and gain access to the latest articles covering a wide range of revenue operations-related topics.

By Phil Gray

Philip Gray is the COO of Black and White Zebra and Founding Editor of The RevOps Team. A business renaissance man with his hands in many departmental pies, he is an advocate of centralized data management, holistic planning, and process automation. It's this love for data and all things revenue operations landed him the role as resident big brain for The RevOps Team.

With 10+ years of experience in leadership and operations in industries that include biotechnology, healthcare, logistics, and SaaS, he applies a considerable broad scope of experience in business that lets him see the big picture. An unapologetic buzzword apologist, you can often find him double clicking, drilling down, and unpacking all the things.