Scoring & routing
Turn attributes and signals into a fit/intent score, then assign the right record to the right owner under territory and capacity rules.
Where Engineering meets Operations most directly. Scoring decides priority; routing decides ownership. Both inherit rules that Operations owns.
Fit vs. intent
Fit scoring weights ICP attributes: is this the kind of company we win? Intent/signal scoring weights behavior: are they in a buying window now? Keep them as two separate scores; blending them hides why a record ranked high.
Routing
Route by territory, segment, round-robin, or capacity, and enforce speed-to-lead SLAs. Lead-to-account matching is a routing prerequisite: you cannot assign by account without it.
The dependency
A fit score is only as good as the ICP it encodes, and that ICP is defined by Operations. Routing rules come from Operations’ territory design. Build the model; inherit the definitions.
Keep reading
All guides →Enrichment waterfalls
Chain data providers in sequence so a miss from one becomes a hit from the next, maximizing coverage while paying mostly on verified data.
BuildSignal-based outbound
Trigger outreach off buying signals that mark an account entering a buying window, instead of blasting a static ICP list.
BuildAI & agentic workflows
Use LLMs as per-row functions and research agents inside GTM workflows: classification, extraction, qualification, and first-draft personalization at list scale.