The constraint
Routing rules written two years earlier were still in force, and nobody could say why any particular rule existed. Good leads were landing with the wrong rep, or with no rep at all.
What we changed
Before touching the system we sat with the account executives for two weeks and watched which signals actually changed how they worked a lead. Most of what the old rules encoded was not among them.
- Enrichment scoped to signals the team demonstrably acts on
- Routing rebuilt around fit and territory, not form fields
- A weekly report on what the router got wrong
Where it landed
Missed opportunities fell by about a third and qualified-lead rate more than doubled — most of which we attribute to the two weeks of watching, not the model.
