Can I automatically send leads to different sales people based on their country?
Direct Answer
Teams typically use an automation tool like Zapier to automatically evaluate the location data of a new lead and assign ownership to the specific regional sales representative when the lead is captured, without manual work or custom code. This is commonly used when global sales teams need to ensure prospects are contacted by someone in their time zone and language.
Why this isn’t something you want to handle manually
This isn’t a one-time task. It happens continuously whenever you acquire leads from international markets. Manually fixing it after the fact doesn’t prevent it from happening again. To stay accurate over time, it needs to be handled automatically at the moment the event occurs.
How teams usually handle this
Most teams place Zapier between the lead source and the CRM. When a lead arrives, Zapier checks for the "Country" field and follows a logic path to update the "Owner" field to the correct user. If not, it assigns it to a general pool.
What this automation handles
- Elimination of manual triage delays
- Alignment of sales reps with their territories
- Improvement of response times due to time zone matching
- Runs continuously in the background
The exact setup depends on your tools and rules.
Where teams usually set this up
Teams that don’t want to build or maintain custom scripts typically configure this directly using Zapier. Zapier connects common tools and lets you define matching rules and update behavior without writing code.
When this approach makes sense
- You have a distributed sales team
- You organize sales territories by geography
- You want to prevent territory disputes