salesforce lead assignment rule do not reassign owner

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How to use Salesforce lead assignment rules

When your organization gets to the point that you have a) leads coming in on a regular basis and b) multiple sales reps, you quickly realize you need a way to divide up those leads among your reps. If you're using Salesforce, you may have noticed a built-in feature called Lead Assignment Rules. Sounds perfect, right? Sort of. We'll walk you through it.

Here's our agenda:

• The basics of lead assignment rules

Matching and assigning with rule entries

• Issues and challenges with lead assignment rules

The basics of lead assignment rules in Salesforce

Let's take a look at lead assignment rules in Salesforce. Go to your Salesforce org's Setup section and search for "lead assignment" in the Quick Find box. You'll find these buried under Feature Settings > Marketing > Lead Assignment Rules. If you don't see it, make sure you have permissions for "View Setup and Configuration" and "Customize Application".

• Unique names - Every lead assignment rule has a unique name [1].
• A lead assignment rule is really a list of "rule entries" - Salesforce calls each of the individual rules in the list a "rule entry" [2]. Each rule entry allows you to say something along the lines of: "if a lead meets these criteria, assign it to this user (or queue - more on that in a moment)".
• Rule entry order matters - The list of rule entries [2] is processed in a specific order you define. Salesforce will process each rule entry until it finds a match. Once it finds a match, it will assign the lead based on how the rule entry is configured.
• Only one active rule at a time - You can only have one lead assignment rule set to active [3].

Now that we've got a decent idea about what a lead assignment rule looks like, let's dive into rule entries.

Every rule entry has three parts:

• Order - This is a number that indicates where the entry exists in the list. Rule entries are evaluated starting at 1 and then processing until one of the rules matches.
• Matching Criteria - Leads are compared to the matching criteria for each rule to determine if the lead matches. The first rule that matches is used to determine assignment.
• Assignment - This tells Salesforce what you want to do once a lead has matched the matching criteria. Usually, you'll tell Salesforce to assign it to a user or a queue.

Order is pretty straightforward. The complexity really lies in matching criteria and assignment. let's spend some time on those.

Matching criteria

There are two types of matching criteria: filter criteria and formulas. You'll probably use filter criteria the most, so let's start with that one:

One key limitation is that you can only configure criteria using fields from the lead, the current user, and the campaign associated with the lead.

Here's what it looks like to create a formula rule entry:

hbspt.cta._relativeUrls=true;hbspt.cta.load(8216850, 'e84fc167-06c5-4b7b-bb34-42ccff0e2db4', {"useNewLoader":"true","region":"na1"});

Let's go back to the rule entry screen and focus on the assignment section:

So, what's the difference between a user and a queue?

• User - In business terms, this is a particular sales rep who will be responsible for managing the lead. In technical terms, this is an active Salesforce user configured in your Salesforce org.
• Queue - A Queue is a list of records (usually Leads, but not always) that are accessible to a specific group of users. Each of those users can take ownership of a record from the queue, removing it for the others. When you assign ownership of a Lead to a Queue, you're effectively making it first-come, first-serve for a group of users. This is not the same as a "round-robin" assignment where you assign the Lead to one person from a list of users.

There's one last thing to know about assigning ownership. Note the checkbox labeled "Do not Reassign Owner"[3]. This controls what happens when a lead is updated and matches the criteria. If this is checked, the assignment will essentially be ignored. Use this to prevent toggling users back and forth.

The last field, "Email Template" [4] allows you to specify a particular email template to use for notifying the new assignee when the assignment is complete.

Issues and challenges

Lead Assignment Rules are a reasonable choice for a small team with simple rules. They work and the only cost to you is the administrative overhead of creating and maintaining them. Unfortunately, they're extremely limited and don't cover many common use cases. They also become very brittle as your team size and lead velocity increase. Here are a few common issues and challenges:

• Leads only - They only apply to the Lead object (there are Case Assignment Rules for Cases, but that's it). This may make them a poor fit for your sales process if you need to do lead-to-account matching or you're pursuing an account-based strategy . If you need to assign other things besides Leads, you'll need to try a more flexible automation solution like Flow .
• Hard to test - Unlike Process Builder or Flow, your Lead Assignment Rules don't provide any form of versioning or debugging so it's hard to test them without just doing it live.
• Hard to audit  - There's no record of  why a lead was assigned in a particular way. You'll have to go look through your rule entries to figure it out. This can quickly get painful as the number of rules increases.
• One rule at a time - If your company has very different rules for different leads (e.g. from different campaign sources or applicable to different product lines), it can be very challenging to craft your rule entries in a way that handles more than one lead routing flow.
• No round-robin - It's technically possible to do a very poor version of round-robin with Lead Assignment Rules, we don't recommend it. It's extremely brittle and will break without lots of maintenance.

Where to go from here?

If you've got a small team with simple processes, give Salesforce lead assignment rules a try; they may give you just what you need. If you find yourself needing to assign other objects besides Leads, perform round-robin rep assignments or maintain a full audit trail, you might want to consider Gradient Works.

Hayes Davis

Hayes Davis is co-founder of Gradient Works. Previously, Hayes was SVP of Revenue Operations at Cision, where he ran a global team of 50 supporting nearly 600 sellers. He was also co-founder and CEO of Union Metrics until its successful acquisition by TrendKite in 2018. Hayes has a background in computer science.

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Related posts.

Speed Up and Sell More: Salesforce Lead Assignment Rules Best Practices

When a lead comes in, an opportunity should come knocking.

But there’s a lot more under the hood. You need solid lead assignment rules in place, and one key variable to keep in mind.

Time. According to LeadSimple, responding to a lead in the first 5 minutes is 21x more effective.

No surprises here. If you’re a scaling business, you know that responding first to a lead is mission-critical.

If you’re manually triaging leads or waiting for IT to make business-critical changes to your lead assignment rules, it’s not scalable. Nor fast.

As an operations leader, you feel this pain across your entire organization. 

Demand teams work hard to generate incoming leads, so it doesn’t make sense to abandon them just because they’re not getting to the right rep in real-time. Your leads, after all, are directly tied to sales revenue.

Automating the process doesn’t solve the problem alone, either. It’s an important piece to speeding up, but not the only piece to the lead assignment puzzle.

You’re inundated with the notion often – speed is everything!

Well, we’re here to tell you:

Respond right is the new respond first.

Shotgun responses don’t help if your lead happens to work for a target enterprise account of yours. You definitely want your Enterprise sales rep, Rachael putting her best foot forward.

Setting the right lead assignment rules also helps with what ‘future you’ couldn’t know ahead of time.  Say a lead comes in from a territory that doesn’t have a rep assigned – It’s going to sit in a queue. A potential quality lead slipped through the cracks of time because there’s no accountability or rule in place.

Complex business processes and go-to-market efforts add additional layers of friction. How can you get it right if you’re constantly evolving at scale?

Your lead assignment process could be stunting your growth potential.

It’s time to speed up, starting with smarter lead assignment rules. 

Give your operations teams their sanity back, and set your sales reps up for speed-to-lead success.

Go ahead and skip the next section if you’re already aware of the challenges to overcome as a scaling business, and want to get right to Salesforce lead assignment rules for success.

Businesses Quickly Outgrow Native Salesforce Lead Assignment Rules

Asana, a project management platform, was scaling fast.

They were grappling with increasing volumes of leads, lagging response times, and complex assignment rules that became impossible to keep up within Salesforce.

As more leads came in from a variety of sources, and with complex territory assignments and hundreds of sales reps that change frequently, lead assignment became a nightmare to manage in native Salesforce.

That’s because creating and changing lead assignment rules can quickly become very complex:

Only a dozen or so lead assignment rules are implemented here, primarily basic rule sets like location, company size, industry, or lead quality. You can imagine how cluttered your rules would get as you continued to add more criteria.

Asana knew that not having a more sophisticated Salesforce workflow automation process meant they didn’t have the flexibility to adapt at scale.

There were two problems Asana needed to overcome:

1. Complex, evolving go-to-market rules

You wouldn’t want sales reps responding to a lead that’s not in their sales territory. You also wouldn’t want junior reps following up with your largest target accounts.

But it happens.

Typical go-to-market (GTM) models are unique by company and can vary by:

• Named account
• Role or product focus
• Partner channels and more

How a company sets up their go-to-market strategy informs how they need to route or assign leads to reps. SaaS sales teams are regularly selling into different territories, market segments (SMB, mid-market, enterprise), verticals, and industries.

What’s more, lead assignment rules often require changing daily with large enterprise businesses. 

Asana, for example, consistently had leads assigned to reps that no longer worked with them.

Imagine juggling complex territory assignment rules and hundreds of sales reps that change frequently?

It can take weeks or months for IT to get involved whenever a Salesforce lead assignment rule needs to be changed:

• IT has to define the required changes, scope them, slot those into a sprint, which may occur weeks or months later
• During the sprint, the team will make the changes, validate them, test them
• Push them from the development environment to the QA environment, and perhaps a staging environment, and then finally into production

Doing things manually, or not at all, is not a scalable alternative.

You can automate to help you move faster, but speed is sidelined when you don’t have the flexibility to adapt to your changing assignment or routing environment.

And it only gets worse as your lead volume climbs.

2. Massive volumes of incoming leads and lagging response times

When too many cars are trying to get to various destinations, traffic jams occur, with some drivers giving up and going somewhere else altogether.

If companies are slow to respond, the chances of those leads sticking around drops with every. passing. minute. Someone else will hop on a plane instead and get facetime sooner.

You need to move faster.

On average, it took companies 42 hours, or almost two days, to respond to a lead .

That’s basically a lifetime:

Dramatics aside, it means most B2B companies are still falling behind and not responding to leads within the five-minute-or-less sweet spot. But it’s there for the taking.

In the past, we had people manage catchall queues, trying to figure out who should own each lead. – Jim Maddison, Veracode

In Xant’s Lead Response Study 2021 of 5.7 million inbound leads at 400 plus companies, they found that 57.1% of first call attempts occurred after more than a week of receiving a lead.

So why are most companies lagging behind? They need to automate and create more adaptable lead assignment rules that actually reflect their go-to-market.

Speed might be serving up the silver platter, but you’re only going to get the deal if you implement effective salesforce lead assignment rules.

Here are some best practices to help set yourself up for success.

Lead Assignment Rules Best Practices For High-Growth Companies

You’ve got massive volumes of incoming leads and ultra-complex go-to-market rules. You’re in the right place.

First things first.

Automate, automate, automate. 

Let’s get to that golden window of 5-minutes. Picture Tesla’s “Come to Me” app (it comes to you and eliminates a long trek to your parking spot).

It requires one tap.

Once a lead enters Salesforce, they follow the defined rule roadmap according to lead assignment rules that you set and ultimately land with the correct salesperson in record time.

You’re giving back those precious minutes to your revenue and sales operations teams.

Now about those rules.

Define Your Go-To-Market Rule Baseline

Carving out territories based on geography, segments, verticals, industries, named accounts, or whatever your go-to-market strategy is, is the first step. This is your baseline.

Any lead that falls into a sales rep’s territory should be assigned to them based on these defined rules, but that’s easier said than done. They’re constantly changing based on several factors.

You need to define your criteria  

In other words, the set of criteria that you will be implementing – you know the drill. To do so, you ask all the necessary questions:

• Which rep will take on what territories?
• What happens if new reps are hired and old ones leave?
• What happens if someone goes on vacation? Or doesn’t work on Fridays?
• A lead comes in from a partner, where do you want this to go?

The beauty is that the sky is the limit.

But how do you get there with native Salesforce constraints lacking the required sophistication?

We had about 800 or 900 rule criteria. We needed something flexible and something that could change, or help us change as we change our business a year to year. – Jim Maddison, Veracode

The next step:

Create customer rule criteria 

Veracode, a security company, had incredibly complex criteria. They had to hire a developer to manually code changes to lead assignment rules. Things changed daily for them, and they grappled with how to adapt.

Ditching the code for the intuitive drag and drop Complete Lead’s interface gave Veracode more flexibility to create assignment rules on the go.

Remember when we said the sky’s the limit?

Implement Nested Flows to Tackle Ultra-Complex Rule Sets

If there were a way to make it easier, you do it right?

Nested flows keep your rules organized. 

At a high level, think of it like nesting dolls: each “nested” or child assignment flow sits within a bigger, or parent assignment flow.

These parent-child relationships can span far beyond just one or two levels, giving you the freedom to allow each business unit to oversee their own GTM processes and territories.  This is a huge win for Rev Ops organizations looking to simplify and speed up ultra-complex lead management.

Department Managers can even set and keep track of rules for their own set of assignment flows, for different GTM teams and within different nested flows. That means lines are drawn in the sand but teams still have visibility and control of how a lead is tracked for their particular team.

Your business depends on data getting where it needs to go, fast. That’s why no matter how complex, your assignment rules should never feel out of hand.

Leverage Powerful Account-Based Assignment

Account-based strategies should be a cornerstone to your go-to-market strategy, and you want to know that your strategic investments are being implemented successfully.

• In a survey conducted by ITSMA , 87% of B2B marketers said that ABM initiatives outperform their other marketing investments.
• COVID-19 caused companies t o rush to create ABM strategies to respond to an increased need for a strong digital presence.
• 56% of the 800 B2B marketers that LinkedIn surveyed said that they are using ABM. Over 80% said that they plan to increase their ABM budget over the next year.

Use account-based assignment.

Account-based marketing targets specific companies, so setting up account-based rules in your lead flow process allows you to route leads from these target accounts to your most experienced reps quickly and easily.

The rule of thumb is that leads from target accounts need to go to the account rep that owns the account. The account owner has the deepest knowledge of the account and the highest chance to convert. Simply put, account based routing  has a positive impact on your bottom line.

With a more robust lead assignment solution to align with their account-based selling and marketing strategies, Alfresco was able to increase their close/won rate by 10%!

Enterprise hierarchy assignment is a no-brainer for account selling.

Imagine if you could automatically visualize all the related customer accounts including subsidiaries, and assign one strategic rep to the parent enterprise account?

You can and you should. Complete Hierarchies gives you the ability to automatically build and visualize complex account hierarchies, so that you’re able to route leads to the right rep no matter how complex the account structure.

Let’s say a new lead comes in from Hulu, but you’ve no idea that it’s a subsidiary of The Walt Disney Company. Chances are the same rep won’t be assigned the account if other go-to-market rules are in place.

Also, you’ve already given a discount to The Walt Disney Company, and this information is not available to the rep who gets the new lead. Account Hierarchies can be a trick up the sleeve when it comes to account-based assignment.

But what happens if a lead comes in and it’s not associated with any account or go-to-market territory?

Set Up A Sophisticated Round Robin

You’re leaving revenue on the table when you let leads sit and die without a timely response.

Native Salesforce just isn’t sophisticated enough to handle more complex round-robin criteria that’s required to keep your leads flowing when they hit a snag.  It’s limited and cumbersome to manage – major setbacks when it comes to your speed-to-lead.

For certain territories or situations, you may have multiple reps covering the territory or a catch-all queue for leads that don’t have enough information to assign properly.

In those cases, businesses often have someone dedicated to manually triaging and assigning leads. This is an incredibly time-consuming operational nightmare and a good way to tank your response times.

And with a lack of accountability, reps often cherry-pick the ideal leads and leave others to the crows.

To avoid these assignment pitfalls you need to push leads to a chosen pool of sales reps and evenly distributed to your sales team, giving everyone an equal opportunity to generate a sale. But you also need more flexible options.

Use sophisticated dynamic round-robin assignment to:

• Set sophisticated criteria like rep speciality or languages
• Use availability settings to ensure leads can be responded to immediately (e.g. office hours)
• Automatically notify reps when new leads are pushed through
• Enforce SLAs on response times to make sure leads are responded to as quickly as possible
• Pair with a rep response dashboard that gives you a complete view to help you monitor how fast a rep is following up with their round-robin leads

Weighted round-robin:

Give your best-performing reps more leads, and improve your overall chance at generating more pipeline. Based on:

• Performance
• On their speciality
• Any desired field

If you’ve found that reps have hit their max capacity for being able to manage any more leads, you can cap the number of records assigned to your team members in the round-robin.

Hit a snag? Re-route your leads:

If reps aren’t responding within their SLA, you can reroute the lead and assign it to someone who will respond. This helps prevent further roadblocks and keeps data flowing, even when there’s a bottleneck.

It’s typical for our team to get four to five requests a week to change territories for a user. Onboarding and offboarding now takes just a few minutes to run all our leads back through the system and automatically get reassigned. – Jim Maddison, Veracode

The ultimate speed-to-lead tactic to keep in your back pocket.

Go Beyond Leads, Assign Any Object

Just imagine that feeling you get if you could create assignment flow, beyond leads. It’s a whole new world.

Assign any object

Go beyond leads and create any assignment flow across any object. You can assign any record, update any field, and trigger any action.

It works similarly to the assignment flow you create for leads, so define your goals and determine your set of criteria for each particular object.

No more manual effort!

This presents endless opportunities to customize your assignment flows, resulting in streamlined processes and less manual administrative time spent manually sifting through information.

What Are You Waiting For?

It’s time to speed up and sell more. 

Speed is crucial, but there’s so much more than that underpinning your speed-to-lead. You need the flexibility to handle your go-to-market complexity and to keep your leads flowing to the right reps in real time.

When you’re scaling fast, you can’t afford to let good leads slip through the cracks.

Interested in hearing more?

We’re happy to talk you through how you can elevate your lead assignment rules in Salesforce, and dramatically improve your speed-to-lead game. Book a personalized demo with one of our experienced team members today.

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How to Re-run Salesforce Lead Assignment Rules: Flows & Apex

Salesforce Lead assignment rules ensure Leads are assigned to the appropriate user or queue for follow up. They also liberate marketers from trying to maintain sales territory logic within their Marketing Automation Platform (MAP).

>> Related: How to Build a SLA Alert in Salesforce <<

When a new Lead is created, Salesforce will use logic you’ve configured to assign the record to the appropriate user or queue. But what if you need to re-run that logic on existing records ?

In this post:

Re-running Lead Assignments for just a few Leads

If you only need to do this for a single Lead record, the solution is simple.  Edit the record and select the optional “ Assign using active assignment rule “ checkbox.

If you need to do a one-time batch reassignment of a number of records, export the relevant Lead Ids.  Then use the Apex Data Loader to trigger assignment rules to fire. You can grab the ID of the appropriate Lead Assignment Rule from the URL bar when viewing the rule in Setup. It will always start with the prefix “01Q” .

But you may want to automatically re-run Salesforce Lead Assignments

But you may want to re-run assignment rules automatically under certain conditions. For example:  you may assign Leads under a certain Lead Score to a Queue.  When the Lead Score increases over the threshold, you then want to re-run assignment rules to assign to an inside sales rep for follow up.

To do this, we combine Flow and an Apex Invocable method. We take advantage of the power of Apex with the flexibility to declaratively (clicks, not code!) control the logic of when to re-run the assignment rules, without having to edit any code.

Using Apex for Salesforce Lead Assignment Rules

Let’s start with the code.

Since we’re writing code here, we’ll need to start in a sandbox org first before deploying to production. You’re smart and already knew that you’d NEVER make changes in production without first testing in a sandbox ( right?! ), but in this case, Salesforce doesn’t trust you either way and forces you to write your code in a sandbox org before moving to production.

We’ll be creating an Apex class with a single method with the @InvocableMethod annotation, which allows us to call our Apex from within a Flow. The method accepts a single parameter (a list of the Lead Ids to be assigned) that you’ll pass into the method from your Flow.

That’s it. Just those four lines are all you need in your code. The logic for firing the assignment rules will be configured in one or more Flows.

Now, in order to actually deploy this to your production org, you’ll also need to create a test class to cover your code and ensure that it functions as expected in your environment. A sample test class might look like this (but this is extremely basic):

Work with a developer to ensure you’re accounting for any requirements specific to your Salesforce instance.

Using Salesforce Flows for Lead Assignment Rules

Now we’ll create our declarative logic of when to fire the code, using a Flow.

1) Create a new Flow by searching for Flows under Setup and clicking the New Flow button in the top right. This example is for a Record-Triggered Flow , but you can design it a number of ways.

2) Select the Lead object for your Flow and configure the trigger for when a record is created or edited .

3) Then set the Entry Conditions.  In this use case, we want to re-assign Leads after they meet a certain Lead Score. Select “custom condition logic is met. ” Set the condition that the Lead Score is greater than or equal to 100.

Under the “When to Run the Flow for Updated Records” section, select the option to only execute when a record is updated to meet the condition requirements . This means we’ll only execute the actions if the record previously did not meet the criteria, but now does after being updated.

4) Without getting into too much detail, because of Triggers and Order of Execution , we can’t call our code in an immediate action. Instead, we’ll create a scheduled path to call our Apex method.

In this case, we want the logic to execute ASAP, so we’ll set the schedule for 0 minutes from now.

5) Once saved, we can create a new action. Click to Add a New Element , and select an Action type. Give your action a name, and select the Apex class you created earlier. Set the Apex Variables leadIds using the Field Reference of the Lead Id that started the process.

6) After saving, your Flow looks like this:

Activate your flow, test in your sandbox, and deploy to your production org. Since the code is fired under a scheduled action, there is a slight delay before the reassignment happens. In my experience, it’s usually <2 minutes, but you can monitor this under Setup > Flows and viewing the Paused and Waiting Interviews section.

The nice part about this approach is that if your requirements change – for example if your Lead Score threshold changes to 150 instead of 100 – you can change the logic in your Flow (Step 3) without having to touch any code.

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Assignment Rules In Salesforce

by Atul Gupta | Jun 1, 2021 | CV Newsletter

Assignment rules in Salesforce are basically used to automatically assign Case or Lead to the owner (Queue or User). This assignment rule is used to automate owner assignments on Lead and Case based on conditions on Case and Lead.

Types of Assignment Rule

There are two types of assignment rules .

•  Lead Assignment Rules
• Case Assignment Rules

Lead Assignment Rule:

The Lead Assignment rule describes how leads are assigned to queues or users as they are created manually, imported via the Data Import Wizard, or captured from the web.

Case Assignment Rule:

In Case Assignment rule, it specifies how cases are assigned to users or queues as they are created manually, using On-Demand Email-to-Case, Email-to-Case, Web-to-Case, the Customer Portal and Outlook.

Create or Set-up assignment rules

• From Setup, enter Assignment Rules in the Quick Find box, then select any one assignment rule either Lead Assignment Rule or Case Assignment Rule .
• Click New , and then give the rule a name. If you want to make it active then check the active box then click Save .
• To create the rule entries, click New . For each entry, you can specify:
• Order: Set the order in which the entry will be processed in the rule, for example, 1, 2, 3. It matches the criteria of the entry according to the order. When a match is found, it processes the item.
• Criteria : Here, write the condition so that when it meets with criteria it automatically assigns to queues or users on Lead/Case.  Enter the rule criteria.
• User : Choose here either users or queues to assign on Lead/Case.
• Do Not Reassign Owner : It defines that the current owner on a case or lead will not be reassigned to the case or lead when it is updated.
• Email Template : You can choose a template to use for the email that is automatically sent to the new owner of Lead/Case. No email will be sent if no template is specified. While assigning a lead or case to a queue, the notification goes to the Queue Email specified for the queue and all queue members.
• Predefined Case Teams : It describes the predefined case team to add to a case when it matches the condition.
• Replace any existing predefined case teams on the case : It describes that any existing predefined case teams on the case are replaced with the predefined case teams on the condition when a case matches the condition.

After this setup, click Save , or Save & New to save the entry and create more entries.

Assignment Rule Example:

Following is the Lead Assignment rule which assigns Lead to queues based on City, Company, and Industry.

Like this, you can create more rules for assigning a different Queue/User for different criteria.

Atul Gupta is CloudVandana’s founder, an 8X Salesforce Certified, working with globally situated businesses in creating Custom Salesforce Solutions.

A strong, dynamic, and accomplished leader, as Director at Atul Gupta, guides all the aspects of CloudVandana Salesforce Implementation Team, Analytics, and Information Technology functions.

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'Do Not Reassign Owner' checkbox gets unchecked

Do Not Reassign Owner  check box in Lead Assignment rule does not stay checked.  

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