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G2 Recognizes Lead-to-Account Matching and Routing as Newest Tech Category, with LeanData the #1 Vendor

Leandata showcases power of modern revenue orchestration at opsstars 2022, leandata announces winners of the 2022 opsstars awards, what are lead assignment rules in salesforce.

Lead assignment rules are a powerful feature within Salesforce to assist your team’s automation of its lead generation and customer support processes. Assignment rules in Salesforce are used to define to whom your Leads and Cases (customer questions, issues or feedback) are assigned based on any one of a number of specified criteria you determine.

Organizations typically develop lead assignment rules for their GTM processes or flows:

Rules for inbound Leads
Rules for website-generated Leads
Rules for importing Leads from an event

For case assignments, a company might establish one case assignment rule for weekdays and another assignment rule for weekends and holidays.

A lead or case assignment rule often consists of multiple rule entries to specify exactly how leads and cases are assigned throughout your go-to-market teams. For example, related to customer service inquiries, a standard case assignment rule might have multiple entries. Cases with “Type equals Gold” are assigned to the Gold Level service queue, cases with “Type equals Silver” are assigned to the Silver Level service” queue, and so on.

As organizations grow and scale, they operationalize multiple GTM motions: inbound, outbound, account-based, upsell/cross-sell, and hybrid. However, many are limited to having just one rule in Salesforce.

As a work-around, many organizations create one massive lead assignment ruleset. They then wedge all of their rule entries into that one big ruleset, regardless of how many different motions that represents. Over time, Salesforce lead assignment rules can quickly become unmanageable .

This post covers the best practices for Salesforce lead and case assignment rules. The ultimate goal is to fully engaging your hard-won leads and speed up your organization’s time-to-revenue.

How to Define Assignment Rules

Your Salesforce administrator can only have one rule in effect at any particular moment in your go-to-market motions, and that assignment rule is intended to both automate lead generation processes and other customer-facing processes routed through your CRM.

Lead assignment rules specify how leads are assigned to users or queues as they are created manually, captured from your website, or imported via SFDC’s Data Import Wizard.

Case assignment rules determine how cases are assigned to users or put into queues as they are created, either manually or through the use of Web-to-Case, Email-to-Case, On-Demand Email-to-Case, the Self-Service portal, the Customer Portal, Outlook, or other data generation applications.

Criteria for Lead Assignment Rules

Okay, so you’ve decided that lead assignment rules in Salesforce make sense for your revenue operations team – now what?

Well, first, you’ll need to determine the edition of your Salesforce instance. Lead assignment rules are available in the Group, Essentials, Professional, Enterprise, Performance, Unlimited, and Developer Editions of SFDC. Case assignment rules, conversely, are available only in the Professional, Enterprise, Performance, Unlimited, and Developer editions.

With regard to User Permissions, to view assignment rules, you’ll need View Setup and Configuration permissions. However, to create or change assignment rules, you’ll need Customize Application. If you are not your organization’s Salesforce administrator, you should check with them before attempting to head off on your own.

How to Create Salesforce Lead Assignment Rules

Creating lead and case assignment rules in Salesforce is a relatively straightforward process.

Login to Salesforce and select Setup in the upper right corner of the horizontal navigation bar.
In the Setup search box , type “assignment rules” and then select either Lead Assignment Rules or Case Assignment Rules.
Select New to create a new assignment rule.
In the Rule Name box, type a name and specify whether it should be active for leads or cases created manually and by those created automatically by web and email. When done, click Save .
Click open your newly created rule and select New in the Rule Entries to specify your rule criteria.
Step 1 in the “Enter the rule entry” window requires you to enter an Order for your new rule (the Order is the order in which the entry is processed, like a queue).
In Step 2, you determine whether your new rule is based on meeting a set of criteria or a formula. In the Run this rule if the dropdown box, select either “criteria are met” or “formula evaluates to true.”
Lastly, in Step 3, select the user or queue to whom your rule will assign your new lead or case (use the lookup feature to find specific users or a queue). After completing Step 3, select Save .

Why Are Your Salesforce Lead Assignment Rules Not Working?

If you discover your lead or case assignment rules are not working, here are a few tips to quickly troubleshoot the root cause.

First, check to ensure the assignment rule is active. Remember, only one case or lead assignment rule can be active at one time. Secondly, ensure the record is assigned to the correct user or queue.

Make certain to select the checkbox Assign using active assignment rule . In support of this step, enable field History tracking on case or lead owner, as well as add object History (case or lead) in your page layout.

One common problem is overlapping rule entries, or rule entries in the wrong order. With dozens of rule entries, many will overlap, causing records to get assigned unpredictably. For example, if entry #1 assigns California leads to John, and entry #2 assigns Demo Request leads to Jane, then John might wonder why he’s receiving Demo Requests leads who are supposed to go to Jane.

Assignment Rule Examples

The image, below, shows sample rule entries being entered into Salesforce for a variety of “what if” situations:

Junk leads containing “test” are sent to an unassigned queue
Demo requests are routed directly to SDR 3
Leads at accounts with over $100 million in annual revenue are routed to AE 1
Leads in certain states are sent to their respective representatives

How LeanData Simplifies Salesforce Lead Assignment

Creating lead and assignment rules in Salesforce is relatively straightforward. However, as your GTM motions become more and more complex, it becomes necessary to populate that one rule with multiple defining rule entries. As you grow and scale, your rule threatens to become unwieldy. Then these problems arise:

Difficulty in both comprehending and managing
Poor visibility, making it difficult to troubleshoot and validate
Restrictions allowing only the criteria on the routed record

salesforce-lead-assignment-rules-example

LeanData’s lead routing flow and assignment solution is a native Salesforce application that allows users to create flows in an easy-to-understand visual graph. Its visible representation of an organization’s desired lead flow affords many benefits to users, including:

Easier ability to visualize and understand complex flows
Real-time visibility of the routing of leads and the ability to quickly troubleshoot and make adjustments
At-a-glance ability to use information on matched records for routing decisions and actions

Assignment rules in Salesforce are a relatively easy-to-learn feature that can be very quickly implemented, delivering a flexible and powerful logic to your CRM processes. Automating your lead and customer processes will accelerate your GTM motions and deliver your organization a sustainable competitive advantage.

For more best practices, read the eBook, “ Best Practices for a Winning B2B Marketing Data Strategy .”

lead assignment rules
lead assignment rules salesforce

Ray Hartjen

Ray Hartjen is an experienced writer for the tech industry and published author. You can connect with Ray on both LinkedIn & Twitter .

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Automation Champion

Automating Salesforce One Click at a Time

Running Lead Assignment Rules From Salesforce Flow

Last Updated on February 14, 2022 by Rakesh Gupta

To understand how to solve the same business use case using Process Builder . Check out this article Getting Started with Process Builder – Part 49 (Running Lead Assignment Rules From Process Builder) .

Big Idea or Enduring Question:

How do you run the lead assignment rule from the Salesforce flow? Lead assignment rules allow us to automatically assign Leads to the appropriate queue or user. A Lead assignment rule consists of multiple rule entries that define the conditions and order for assigning cases. From a Salesforce User interface, a user can trigger assignment rules by simply checking the Assign using the active assignment rules checkbox under the optional section.

The problem arises when you need to insert or update the Leads from Salesforce Flow and wants to trigger assignment rules. Using the Salesforce Flow a Lead will be inserted or updated but the assignment rule will not be triggered as there is no check box to use the organization’s assignment rule or a prompt to assign using the active assignment rule.

Let’s start with a business use case.

Objectives:

After reading this blog post, the reader will be able to:

Running the lead assignment rules from Salesforce Flow
Understand @InvocableMethod Annotation
How to call an Apex method using Salesforce Flow

Business Use Case

Pamela Kline is working as a System administrator at Universal Containers (UC) . She has received a requirement from the management to update the following Lead fields when Lead Source changed to Partner Referra l .

Status = Working – Contacted
Rating = Hot

As data changed by the process, she wants to fire the assignment rule as soon as the process updates the lead record.

Automation Champion Approach (I-do):

Guided Practice (We-do):

There are 4 steps to solve Pamela’s business requirement using Salesforce Flow and Apex. We must:

Setup a lead assignment rule
Create Apex class & Test class
Define flow properties for record-triggered flow
Add a decision element to check the lead source
Add an assignment element to update status & rating
Add a scheduled path
Add a decision element to check if lead source changed
Add action – call an Apex class to invoke lead assignment rule

Step 1: Setting Up Lead assignment Rule

Click Setup .
In the Quick Find box, type Lead Assignment Rules .
Click on the Lead Assignment Rules | New button .
Now create an assignment rule, as shown in the following screenshot:

Step 2: Create an Apex class and Test class

Now, we have to understand a new Apex annotation i.e . @InvocableMethod . This annotation lets us use an Apex method as being something that can be called from somewhere other than Apex . The AssignLeadsUsingAssignmentRules class contains a single method that is passing the ids of the Leads whose Lead Source changed to Partner Referral . Create the following class in your organization.

In the Quick Find box, type Apex Classes .
Click on the New button .
Copy code from GitHub and paste it into your Apex Class.
Click Save.

Step 3.1: Salesforce Flow – Define Flow Properties for Before-Save Flow

In the Quick Find box, type Flows .
Select Flows then click on the New Flow .
How do you want to start building : Freeform
Object : Lead
Trigger the Flow When : A record is created or updated
Condition Requirements: None
Optimize the Flow For : Fast Field Updates
Click Done .

Step 3.2: Salesforce Flow – Using Decision Element to Check the Lead Source

Now we will use the Decision element to check the lead source to ensure that it is equal to Partner Referral.

Under Toolbox , select Element .
Drag-and-drop Decision element onto the Flow designer.
Enter a name in the Label field; the API Name will auto-populate.
Under Outcome Details , enter the Label the API Name will auto-populate.
Resource: {!$Record.LeadSource}
Operator: Equals
Value: Partner Referral
When to Execute Outcome : Only if the record that triggered the flow to run is updated to meet the condition requirements

Step 3.3: Salesforce Flow – Adding an Assignment Element to Update Rating and Status

Drag-and-drop the Assignment Element element onto the Flow designer.
Enter a name in the Label field- the API Name will auto-populate.
Field: {!$Record.Rating}
Add Condition
Field: {!$Record.Status}
Value: Working – Contacted

Click Save .
Enter Flow Label the API Name will auto-populate.
Click Show Advanced .
API Version for Running the Flow : 53
Interview Label : Record-Trigger: Lead Before Save {!$Flow.CurrentDateTime}

Step 4.1: Salesforce Flow – Define Flow Properties for After-Save Flow

Field : Lead Source
Operator: Euqals
Optimize the Flow For : Action and Related Records

Step 4.2: Salesforce Flow – Add Scheduled Paths

Under SCHEDULED PATHS , click on the New Scheduled Path .
Under Scheduled Path Details , enter the Label the API Name will auto-populate.
Time Source : Lead: Last Modified Date
Offset Number : 1
Offset Options : Minutes After

Step 4.3: Salesforce Flow – Adding an Action to Call Apex class to Trigger Lead Assignment Rule

Drag-and-drop the Actions element onto the Flow designer.
Select the AssignLeadsUsingAssignmentRules Apex class.
Field: LeadIds
Value: {!$Record.Id}

Interview Label : Record-Trigger: Lead After Save {!$Flow.CurrentDateTime}

Proof of Concept

Now onward, if a business user updates the Lead Source to Partner Referral , Process Builder will automatically update Status , Type , and Assign it to the right user or queue based on the lead assignment rule.

Monitor Your Schedule Flow

To monitor Flows that are scheduled, navigate to the following path:

Navigate to Setup (Gear Icon) | Environments | Monitoring | Time-Based Workflow .

Use the Delete button to delete the time-based Flow job from the queue.

Formative Assessment:

I want to hear from you! What is one thing you learned from this post? How do you envision applying this new knowledge in the real world? Let me know by Tweeting me at @automationchamp , or find me on LinkedIn.

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9 thoughts on “ running lead assignment rules from salesforce flow ”.

It ran repeatedly, every minute, over and over again. I was getting notification email every minute when testing. I did the same steps as you mentionned, with a record triggered flow containing the apex action.

I found that this ran repeatedly, every minute, over and over again. Was easy to spot because I modified the Apex to include sending the user notification email as well – so I was getting notification email every minute when testing.

When I updated the ‘Time Source’ in the flow scheduled path from ‘Time Source: Lead: Last Modified Date’ to ‘Time Source: When Lead is Created or Updated’ that seems to have solved the problem.

Was curious if you had the same experience or if there was some other nuance happening.

It also looks like you had originally intended to use a decision element in step 4.3 but changed that to flow entry requirements, likely because the scheduled path can’t assess the prior and current values the same way the starting node can.

Thank you for sharing your valuable feedback. I have a quick question for you: When executing the Apex class, do you utilize a Record-triggered Flow or a Scheduled-triggered Flow?

after the apex class fires, noticed the lead owner is assigned to default lead owner, instead of using lead assignment rule. Any clue?

Thank you for an excellent tutorial 🙂 you solved my problem! Very much appreciated

Anyone getting issues with an error on mass updates “Apex error occurred: System.QueryException: List has more than 1 row for assignment to SObject “? if each one is called individually, I don’t understand how there is more than 1 row for assignment. Sometimes I get an email with this error only to see that the trigger actually worked for the specified record so a bit odd. Thanks!

Thank you for the great tutorial. Why add the 1 minute wait? Is that just to take avoid too much synchronous automation? Or is it required for another reason?

You’re right Kevin (to make the process asynchronous).

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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 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:

Salesforce lead assignment rule entry with filter criteria

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:

Salesforce lead assignment rule entry with formula

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:

Salesforce lead assignment rule user and queue assignment

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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What are Lead Assignment Rules in Salesforce? A Beginners Guide

By: Author Alex Lim

Posted on Last updated: October 5, 2023

Home > What are Lead Assignment Rules in Salesforce? A Beginners Guide

Salesforce has several powerful features that are designed to streamline sales processes and boost revenue – lead assignment rules is one of them.

When implemented correctly, lead assignment rules can change the way your business manages and converts leads.

In this blog, we will provide you with the basics of this feature and show you how to set these rules up.

Table of Contents

What are Lead Assignment Rules?

Criteria for lead assignment rules in salesforce, planning lead assignment rules, steps for setting up salesforce lead assignment rules, examples of lead assignment rules in salesforce, how sweep simplifies salesforce lead assignment.

Lead assignment rules define who should receive specific leads and customer cases based on the criteria you determine.

The average lead assignment rule is also generally made up of multiple rule entries. For example, a base rule could be that all inbound leads from your website are assigned to your sales team. However, additional rules will dictate the types of leads or customer queries individual salespeople should be assigned.

Different rules will also apply to the different flows a business has. Leads who are interested in a product or service wouldn’t be in the same flow as a customer who has a question.

If you feel that assigning leads in Salesforce will work for your organization, you next need to determine whether your version of Salesforce is compatible with your needs.

Salesforce lead assignment rules are available in the following editions:

Professional
Performance

If you also want to be able to process customer cases, this function is only available in the following editions:

Then there’s the actual setup. If you are not the Salesforce administrator, you will need to make sure you have access to Customize Application to create and change lead assignment rules. The administrator can give you access via the View Setup and Configuration menus.

Before you start assigning leads in Salesforce, there are a few key discovery questions you should answer first.

What are my lead sources? You will need to be able to access the platforms that are sending leads during setup. Examples of sources could be a form on your website or a platform such as HubSpot.
What information are leads and customers providing? Next, you want to consider what details someone would submit when completing a form. The more detailed a form is, the easier it is to sort leads and cases in Salesforce.
What are your sales territories ? Make a list of the members of your sales teams and the territories they cover. You also want to make sure that you know what you want to do with leads that don’t fall under any reps’ territories.
What are the criteria for my leads? Lastly, you want to get an idea of the criteria a lead will need to meet before it is filtered through to a particular salesperson.

This brief Salesforce lead assignment rules guide will outline the general steps you would take to assign leads and set up Salesforce lead routing.

Step 1: Access Your Salesforce Account Use the credentials you selected when you set up your Salesforce account to login.

Step 2: Find the Setup Menu To access the Setup menu, click on the gear icon. It’s located in the upper-right corner of the window.

Step 3: Click on Lead Assignment Rules Within the Setup menu, there should be an option for Leads and within that, Lead Assignment Rules.

Step 4: Create a New Rule You are now ready to create your first rule. You can do this by clicking on the button labeled: New Lead Assignment Rule.

Next, you want to give the rule a detailed name and specify the rule’s entry criteria. This will outline the conditions a lead or customer case would need to meet to trigger the rule.

This is one step you want to take your time with. As you start creating multiple rules, you want to make sure your rule criteria are not overlapping, which would route the lead or case to the wrong person or multiple people.

Step 5: Assign Your Rules This is where Salesforce lead routing comes into play. The platform offers a few assignment options such as placing a lead or query into a queue or sending it directly to a specific salesperson. Use the answers to your discovery questions to decide where a lead should go.

In this step, you will also be able to select an email template that will be used to pass the customer case or lead to the correct person.

Step 6: Activate Your Rule Once you are happy with all your rule settings, click Save and then Activate to make your rule operational.

Step 7: Test It Even if you’re certain that your rule criteria are on point, it’s always a good idea to test the rule and ensure a lead is reaching the intended person. You can also create a test where a lead doesn’t meet the necessary criteria to make sure it doesn’t go into the wrong flow.

Here’s a simple example of what a lead assignment rule might look like.

Let’s say a consulting company has a lead form embedded on its website. Here are examples of criteria that would determine where a web lead would go:

Criterion 1: If Country = Ireland, assign to Belinda
Criterion 2: If Country = Germany, assign to Clive
Criterion 3: If Number of Employees = 20 <, assign to “Medium Opportunity Queue”
Criterion 4: If Annual Revenue is Greater than $1,000,000, assign to “Golden Opportunity Queue”

In this example, leads from certain countries would go to specific salespeople. However, leads that match employee numbers and annual revenue criteria may go into a specific queue that several different salespeople manage.

There’s no denying that assigning leads in Salesforce is a powerful feature. However, many businesses still encounter problems during setup, particularly as they grow.

To help businesses overcome these unnecessary challenges, Sweep has developed an Assignment tool. It makes it possible to create rules and route leads in Salesforce without the need for coding – the solution is all visual.

Some of the benefits of using Sweep’s solution include:

Comprehensive overviews . With the help of Sweep’s Assignment tool, businesses can enjoy a more comprehensive view of their processes and refine them accordingly.
Assign any object . Sweep simplifies assignment logic across multiple Salesforce objects, including contacts and opportunities.
Optimize territory management . The better territories are managed, the more motivated your sales team will be.
Distribute leads fairly . By adding weights to control lead assignments between reps, there is more fairness and comradery within an organization.
Seamless lead routine . To provide customers with a memorable buying experience, Sweep has features such as Lead Deduplication and Lead-to-Account Matching.

If you already have a Salesforce account and are not yet taking full advantage of lead assignment rules, this is the time to change it.

Careful implementation will ensure that your business can reach its revenue goals and sales team are working more efficiently.

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How to create New Email Template in Salesforce
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Assignment rules for Leads and Cases
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❯ Salesforce Administration
❯ Assignment rules for Leads and Cases

Salesforce lead assignment rules – Salesforce Tutorials

Creating and managing salesforce lead assignment rules .

In this Salesforce tutorial we are going to learn about What is an assignment Rules , How can we create and manage Salesforce lead assignment rules, and why should we create assignment rules in Salesforce.

What is an Assignment Rule?

Assignment Rules are used to assign Leads and Cases automatically to the assigned users based on criteria. There are two types of Assignment Rules in Salesforce they are

Lead Assignment Rules and
Case Assignment Rules.

What are Salesforce lead assignment rules?

Salesforce lead assignment rules defines the administrators to assign a lead to users and queues based on criteria. A lead can be generated either by manually or generated from the web.

What are case Assignment Rules?

Salesforce lead assignment rules defines the administrators to assign a Case to users and queues based on criteria. A Case can be generated by manually , generated from the web to case, Email to case etc.

How to create Salesforce lead assignment rules?

Creating and Managing Salesforce lead assignment rules are very important. Let us learn how to create lead assignment rules in Salesforce.com. To create assignment rules login Salesforce and navigate to Setup | Build | Customize | Lead | Lead Assignment Rules.

Click on Lead assignment rules as shown above.

Click on New Button to create new Salesforce lead assignment rule.

Enter Rule name.
The assignment rule must be activated as shown above.
Click on Save button.

There are only one standard rule in our salesforce. If we create new Assignment rule in Salesforce the first standard rule will be automatically deactivated. At a single point of time only one assignment rule is active. For a single rule there can be multiple rule entries.

When creating Rule entry we have to learn about these three Order number, Criteria and Assigned to.

How to create New Rule entries in Salesforce Lead Assignment Rules.

In Salesforce we can create many rule entries for single Assignment Rule.

Click on New Button to create new Rule entry.

In step 1 :- Enter Sort order as #1.
In Step 2 :- Enter rule criteria as shown above.
In Step 3 :- Select the user or queue to assign the lead.
Select user and Email template as shown above.

Learn how to create Email template in Salesforce.

We have created two Rule entries with order 1 and Order 2. In this Salesforce lead assignment rules, Generated leads will be automatically assigned to the country United State and Country United Kingdom.

Conclusion :

In this Salesforce Tutorial we have learned about What is Assignment rule and How to create Salesforce lead assignment rules. Like wise case assignment rules are also similar to lead assignment rules.

Salesforce Lead Assignment rules

Dec 28, 2023

Salesforce Lead Assignment rules automate your org lead generation and support processes. Lead Assignment Rules are a powerful tool that enables the automatic assignment of leads to the right sales representatives based on specific criteria.

What is Salesforce Lead Assignment rules?

Lead assignment rules are used to specify how leads are assigned to users or queues. This is used to assign the owner of leads based on lead generation, like leads created from the web or imported from a data loader.

Type of Assignment Rule

There are two types of assignment rules we have in Salesforce.

Lead Assignment Rules
Case Assignment Rule

How to create lead Assignment Rules

Let’s see the step-by-step guide to set up the lead assignment rules.

Creating Lead Assignment Rule
Creating Lead Assignment Criteria
Specify the lead assignment method
Activate the lead assignment rules
Test the lead assignment rules

Consideration for Lead Assignment Rules

We can create as many assignment rules as possible, but only one can be active.

Lead Assignment Rules can help streamline your lead management process, improve lead conversion rates, and increase sales productivity by ensuring that the right leads are assigned to the right representatives.

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How do you handle data security in Salesforce?

Lead Assignment Rule in Salesforce

In this Salesforce tutorial, we will learn the lead assignment rule in salesforce . Moreover, we will also see how to create lead assignment rules in Salesforce Lightning and Salesforce Classic.

Recently, I got a requirement where I need to assign the lead to sales representatives based on criteria. To fulfill this requirement, we can create a salesforce lead assignment rule.

So, if you want to learn How to create lead assignment rules in Salesforce Lightning and Salesforce Classic step by step you’ve come to the right place.

The following are the topics that we will cover in this salesforce tutorial.

What is lead assignment rule in Salesforce
Advantages of lead assignment rule in Salesforce
Drawbacks of lead assignment rule in Salesforce
Parts of lead assignment rule in Salesforce
How to create lead assignment rule in Salesforce Lightning
How to create lead assignment rule in Salesforce Classic

Table of Contents

The lead assignment is the process of assigning new leads to specific sales representatives or teams in our organization in salesforce. By using it we make ensures that each and every lead is controlled by the most appropriate person, which increases the chances of a successful transformation of lead.

And in Salesforce to set up the lead assignment, we will need to define our assignment rules and criteria. It usually involves creating of salesforce rules, assigning leads in salesforce, and defining the criteria that will make the rule.

It also specifies the actions that should be taken when a lead meets the criteria. In simple terms, a lead assignment rule specifies how leads should be defined in Salesforce using a set of criteria and actions.

And then based on specified criteria like lead source, lead zone, or locations, lead assignment rules can be used to automate the distribution process of allocating leads to particular sales teams.

Keep one thing in our mind in salesforce we can create multiple lead assignment rules for a particular object, but only one at a time is active.

Moreover, this can save your sales team time and ensure that each lead is handled by the most appropriate person.

With this, we got an overview of the lead assignment rule in salesforce. Now, we will move ahead and discuss some of its advantages.

There are several advantages to using lead assignment rules in Salesforce, including:

Lead assignment rules manage the process of assigning leads.
It provides free time to the sales team so they will focus on selling.
Ir reduces the risk of lead handling incorrectly.
By allocating the leads to the sales team based on certain criteria, we can ensure that each lead is handled by the most suitable team person.
It increases the chances of a successful transformation of leads.
It also reduces the risk of wasting resources on leads that have zero chance to convert.
It provides more personalized attention and a positive customer experience.
By using lead assignment rules in Salesforce, we can track lead assignment statistics and gain awareness of which sales representatives or teams are most effective at converting leads.
The lead assignment rule predicts future sales and marketing strategies and helps us optimize our lead management process.
Lead assignment rules in Salesforce can help our organization streamline its lead management process, improve lead quality and customer experience, and gain more revenue.

With this, we learned about the advantages of the lead assignment rule in salesforce . Now, we will move further and discuss some drawbacks of the salesforce lead assignment rule.

Read How to add event to public calendar in Salesforce?

While lead assignment rules in Salesforce can be highly beneficial, there are also some potential issues and drawbacks to be aware of:

If we depend too much on lead assignment rules, we may miss opportunities to personally review and assign leads to the most appropriate sales representatives or teams.
If our data is incomplete or has errors, our lead assignment rules may not work as intended.
If we have multiple lead assignment rules in place that conflict with each other or are too complex, it can be difficult to resolve issues and ensure that leads are being properly assigned.
Lead assignment rules can be challenging and make it difficult to handle exceptions that needed manual intervention.
It can be challenging to isolate the impact of lead assignment rules from other factors that may contribute to successful transformation.
If our lead assignment rules are too complex, it can be difficult to understand why leads are being assigned to specific sales representatives or teams.

With this, we understood the drawbacks of the lead assignment rule in salesforce. Now, we will move further and discuss some important parts of the lead assignment rule.

The lead assignment rules in Salesforce consist of several parts, including:

Criteria: It specifies the conditions that must be required in order to allocate a lead to a certain sales representative or team.
Rule: Based on the criteria, rule-specific which sales representative or team a lead should be assigned to.
Lead Assignment Actions: This is the action that occurs when a lead matches the criteria and is allocated to a sales representative or team.
Rule Order: If we have more than one lead assignment rule, the order in which they are executed is very important. We can set the order in according to the need in which the rules are evaluated and guarantee that the most important rules are performed first.
Assignment Rule Activation: In this step, we select the lead rule that we want to activate or deactivate at any time. This is helpful when we need to temporarily close, or update our rules for any reason.

By understanding each of these parts and how they work together, we can create effective lead assignment rules that help us manage and convert our leads more efficiently.

With this, we learned the parts of the lead assignment rule in salesforce. Next, we will learn to set up the lead assignment rules in Salesforce Lightning .

Here are the steps to create a lead assignment rule in Salesforce Lightning:

Step 1: Log in to your Salesforce account and go to Setup .

Step 2: In the Quick Find box, type Assignment Rules , then select Lead Assignment Rules .

How to create lead assignment rule in Salesforce Lightning

Step 3: Click New to create a new lead assignment rule.

How to create lead assignment rule in Salesforce Lightning Example

Step 4: Enter a Rule Name for our rule.

Step 5: Activate our rule by clicking the Activate button. Activating this rule will deactivate the current lead assignment rule automatically as at one time only one rule is activated.

Step 6: Click Save to save our rule.

create lead assignment rule in Salesforce Lightning

Step 7: Select the Rule Name and open it to add lead assignment rules.

create lead assignment rule in Salesforce Lightning example

Step 8: Click New to create multiple rule entries under this rule.

How to create lead assignment rule in Salesforce

Step 9: Set the Rule Order in which this rule entry will be processed.

Step 10: Define the criteria that will trigger the rule. This can include fields like lead source, lead score, or location.

Step 11: Add any additional filter criteria, if necessary.

Step 12: Specify the actions that should be taken when a lead meets the criteria. This can include assigning the lead to a specific sales representative or team and sending an email notification.

Step 13: Click Save to save the lead assignment rule.

create lead assignment rule in Salesforce

Step 14: Test the rule by creating a test lead that meets the criteria, and ensures that it is assigned correctly.

create lead assignment rule in Salesforce Example

Once our lead assignment rule is created and tested, Salesforce will automatically assign incoming leads based on the criteria we’ve defined.

With this, we learned to create the lead assignment rule in Salesforce Lightning . Now, we will move and learn to create the lead assignment rule in Salesforce Classic.

Here are the steps to create a lead assignment rule in Salesforce Classic:

Step 1: Log in to your Salesforce Classic account. Click on Avtar and then select Switch to Salesforce Classic .

How to create lead assignment rule in Salesforce Classic

Step 2: Go to the Setup menu in Salesforce Classic and click on the Build section.

How to create lead assignment rule in Salesforce Classic Example

Step 3: Click on the Lead object under the Customize section.

Step 4: Click on Lead Assignment Rules .

create lead assignment rule in Salesforce Classic

Step 5: Click New to create a new lead assignment rule.

create lead assignment rule in Salesforce Classic Example

Step 6: Enter a Rule Name for our rule.

Step 7: If we want to activate your rule by clicking the Activate button.

Step 8: Click Save to save our rule.

lead assignment rule in Salesforce Classic

Step 9: In order to add lead assignment rules, select the Rule Name .

lead assignment rule in Salesforce Classic Example

Step 10: Click New to create new rule entries.

create lead assignment rule using Salesforce Classic

Step 11: Specify the Rule Order in which the rule should be evaluated if we have multiple rules.

Step 12: Set the rule criteria by defining conditions that the lead record must meet to trigger the rule. We can use any field on the lead record to create your criteria.

Step 13: Define the actions that should be taken when a lead meets the rule criteria. For example, we can assign the lead to a specific user or queue, or we can send an email notification.

Step 14: Click Save to save the lead assignment rule.

How to create lead assignment rule using Salesforce Classic

Step 15: We may verify that our rule is working properly, by creating a test lead that satisfies the requirements.

create lead assignment rule using Salesforce Classic example

That’s it! Our lead assignment rule is now ready to automatically assign incoming leads to the appropriate sales team members or queues based on the criteria you defined.

With this, we learned how to create the lead assignment rule in Salesforce Classic.

In conclusion, lead assignment rules in Salesforce allow us to automate the process of assigning incoming leads to the appropriate sales team members or queues based on specific criteria.

Both Salesforce Classic and Salesforce Lightning provide a straightforward procedure to create a lead assignment rule to improve our sales team’s efficiency and effectiveness.

In addition to this, the following are the topics that we have discussed:

You may also like the following salesforce tutorials:

Send Email Alerts using Workflow Rule in Salesforce
How to add Photo to Salesforce Profile
How to Delete Survey in Salesforce
How to add lead source in salesforce

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Assignment rules in Salesforce

By Ankush Dureja in salesforce

December 6, 2018

Page Contents

What are assignment rules in salesforce ?

Assignment rules in salesforce are used to automatically assign lead or Case to owner( User Or Queue ). Assignment rule is used to automate owner assignment on Case and Lead based on conditions on Case or Lead. For example, there could on lead assignment rule for web-generated leads and one case assignment rule for the holiday use.

Types of assignment rules

There are two type of assignment rules

Lead Assignment Rules

Case assignment rules.

Specify how leads are assigned to users or queues as they are created manually, captured from the web, or imported via the Data Import Wizard.

Determine how cases are assigned to users or put into queues as they are created manually, using Web-to-Case, Email-to-Case, On-Demand Email-to-Case, the Self-Service portal, the Customer Portal, Outlook, or Lotus Notes.

Create or Setup assignment rules

From Setup, enter Assignment Rules in the Quick Find box, then select either Lead Assignment Rules or Case Assignment Rules .
Choose New , and then give the rule a name. Specify whether you want this to be the active rule for leads or cases created manually and via the web and email. Then click Save .
To create the rule entries, click New . For each entry, you can specify:
Order : Sets the order in which the entry will be processed in the rule, for example, 1, 2, 3. Salesforce evaluates each entry in order and tries to match the criteria of the entry. As soon as a match is found, Salesforce processes the item and stops evaluating the rule entries for that item. If no match is found, the item is reassigned to either the default Web-to-Lead owner, the administrator doing a lead import, or the default case owner.
Choose criteria are met and select the filter criteria that a record must meet to trigger the rule.For example, set a case filter to Priority equals High if you want case records with the Priority field marked High to trigger the rule. If your organization uses multiple languages, enter filter values in your organization’s default language. You can add up to 25 filter criteria, of up to 255 characters each. When you use picklists to specify filter criteria, the selected values are stored in the organization’s default language. If you edit or clone existing filter criteria, first set the Default Language on the Company Information page to the same language that was used to set the original filter criteria. Otherwise, the filter criteria may not be evaluated as expected.
Choose formula evaluates to true and enter a formula that returns a value of “True” or “False.” Salesforce triggers the rule if the formula returns “True.” For example, the formula AND(ISCHANGED( Priority ), ISPICKVAL (Priority, “High”) ) triggers a rule that changes the owner of a case when the Priority field is changed to High. If your condition uses a custom field, the rule entry will be deleted automatically if the custom field is deleted.
User : Specifies the user or queue to which the lead or case will be assigned if it matches the condition. Users specified here cannot be marked “inactive” and they must have “Read” permission on leads or cases.
Do Not Reassign Owner : Specifies that the current owner on a lead or case will not be reassigned to the lead or case when it is updated.
Email Template : We can specifies the template to use for the email that is automatically sent to the new owner. If no template is specified, no email will be sent. When assigning a lead or case to a queue, the notification goes to the Queue Email address specified for the queue and all queue members.
Predefined Case Teams : Specifies the predefined case team(s) to add to a case when it matches the condition. A case team is a group of people that work together to solve cases.
Replace any existing predefined case teams on the case : Specifies 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 creating the entry, click Save , or Save & New to save the entry and create more entries.

Assignment Rule Example

Following is sample Case assignment rule which assigns case to different queues based on Billing Country, Account SLA and customer type:

For more details about assignment rules please refer to assignment rules official link.

Assignment rules in Salesforce trailhead

Good luck for creating Assignment rules in Salesforce 🙂

Assignment rules , Assignment rules Salesforce , Case Assignment rules , Lead Assignment Rules , salesforce , sfdc

Ankush Dureja

Permanent link to this article: https://www.sfdcpoint.com/salesforce/assignment-rules-in-salesforce/

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Stremove.com on August 2, 2020 at 9:10 am

Case Assignment Rules Determine how cases are assigned to users or put into queues as they are created manually, using Web-to-Case, Email-to-Case, On-Demand Email-to-Case, the Self-Service portal, the Customer Portal, Outlook, or Lotus Notes.

Dayene on August 25, 2020 at 7:01 pm

Hi! What about when I want my assignment to change when the Lead status is changed? I’ve created two criterias. First when the status is new and second when the status has other values. But when the Lead is updated and the status changes the assignment doesn´t follow this change and it does not assignment the Lead Owner correctly. Thanks.

Vrushabh LEngade on October 27, 2020 at 3:51 pm

Use Escalation Rules and escalate the case to another user or queue

subhasini on December 23, 2021 at 6:19 pm

Hi Ankush Dureja, there is a interview question on assignment and the question is : What will happen if the user becomes inactive(or user is deactivated) on whom the rule is assigned. Please reply me ASAP

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Table of Content:

Understanding lead assignment rules in salesforce.

Lead assignment rules play a crucial role in managing and optimizing lead distribution in Salesforce. In this article, we will delve into the intricacies of lead assignment rules, from understanding their importance to setting them up and troubleshooting common issues.

Introduction to Lead Assignment Rules

Before diving into the nitty-gritty details, let's clarify what lead assignment rules are and why they are essential. In Salesforce, lead assignment rules automate the process of assigning leads to the right sales representatives or teams, enabling efficient lead management and maximizing conversion rates.

Lead assignment rules play a crucial role in optimizing the sales process within an organization. They ensure that leads are distributed in a strategic and organized manner, taking into account various factors that can impact the success of lead conversion. By implementing effective lead assignment rules, businesses can streamline their sales workflows and increase their chances of closing deals.

What are Lead Assignment Rules?

Lead assignment rules are a set of predefined criteria that determine how leads are distributed within an organization. These rules analyze lead attributes such as geographic location, industry, or lead source, and based on these criteria, assign leads to specific users or queues in Salesforce.

For example, let's say a company operates in multiple regions and wants to assign leads based on the geographic location of the lead. They can set up lead assignment rules that automatically assign leads from specific regions to sales representatives who are familiar with those areas. This ensures that leads receive personalized attention from representatives who understand the local market dynamics and can effectively nurture the leads towards conversion.

Importance of Lead Assignment Rules in Salesforce

Effective lead assignment rules are vital for streamlining sales workflows and ensuring a prompt response to leads. By automating the lead assignment process, organizations can ensure that the right sales representatives with the necessary expertise handle each lead, increasing the likelihood of conversion.

Furthermore, lead assignment rules help prevent lead duplication. When leads are assigned manually, there is a higher chance of duplication, where multiple sales representatives might unknowingly reach out to the same lead. This not only creates confusion for the lead but also wastes valuable time and resources for the organization. With lead assignment rules in place, duplication can be minimized, and the sales team can focus their efforts on new leads rather than duplicating efforts on the same ones.

In addition to preventing duplication, lead assignment rules ensure fair distribution of leads among team members. By considering factors such as workload, expertise, or territory, the rules allocate leads in a balanced manner, ensuring that no sales representative is overwhelmed with an excessive number of leads while others are left with too few. This equitable distribution of leads promotes a healthy and collaborative sales environment, where team members can focus on converting leads rather than competing for them.

In conclusion, lead assignment rules are a critical component of Salesforce's lead management capabilities. By automating the lead assignment process, these rules optimize sales workflows, prevent duplication, and ensure fair distribution of leads. Implementing effective lead assignment rules can significantly enhance an organization's ability to convert leads into customers and drive business growth.

Detailed Overview of Salesforce Lead Assignment Rules

Let's take a closer look at how lead assignment rules work and the different components involved.

Lead assignment rules play a crucial role in automating the process of assigning leads to the right users or queues in Salesforce. When a new lead is created, the lead assignment rules are triggered, ensuring that each lead is handled by the most appropriate person or team.

So, how do lead assignment rules actually work? When a new lead is created in Salesforce, the lead assignment rules are triggered. These rules are evaluated based on the defined criteria, which can be customized according to your organization's specific needs. The lead is then assigned to the appropriate user or queue based on these rules.

Salesforce provides several options for evaluating lead assignment rules. One of the key considerations is the rule order. The order in which the rules are evaluated can have a significant impact on the assignment process. By setting the rule order strategically, you can ensure that the most important rules are evaluated first, increasing the efficiency and accuracy of lead assignments.

Another important aspect of lead assignment rules is the filtering criteria. These criteria allow you to define specific conditions that must be met for a rule to be triggered. By setting up filtering criteria, you can ensure that leads are assigned based on relevant factors such as geographic location, industry, or lead source.

Additionally, Salesforce offers owner-based rules, which allow you to assign leads based on the ownership of related records. For example, you can set up a rule that assigns leads to the owner of the account associated with the lead. This can be particularly useful in scenarios where leads are closely tied to existing accounts or contacts.

Components of Lead Assignment Rules

Lead assignment rules consist of three main components - rule entries, rule criteria, and assignment actions. Let's explore each of these components in more detail.

1. Rule Entries: Rule entries define the combination of criteria that triggers the rule. These criteria can be based on various fields and conditions, allowing you to create complex rules that accurately reflect your organization's lead assignment requirements. By defining multiple rule entries, you can create a hierarchy of rules, ensuring that leads are assigned based on the most specific criteria.

2. Rule Criteria: Rule criteria specify the conditions that must be met for the rule to take effect. These criteria can include both standard and custom fields, giving you the flexibility to tailor the assignment rules to your specific business needs. You can define criteria based on lead attributes such as lead source, industry, or lead score, as well as criteria related to associated records like accounts or contacts.

3. Assignment Actions: Assignment actions determine how the leads are assigned, whether to a specific user or a queue. Salesforce allows you to assign leads to individual users based on their roles, profiles, or territories. Alternatively, you can assign leads to queues, which are groups of users who share the responsibility of handling leads. By leveraging assignment actions, you can ensure that leads are distributed efficiently among your sales team, maximizing their productivity.

In summary, lead assignment rules in Salesforce provide a powerful mechanism for automating the process of assigning leads. By defining rule entries, criteria, and assignment actions, you can ensure that each lead is assigned to the most appropriate user or queue based on your organization's specific requirements. This automation not only saves time and effort but also improves the overall efficiency and effectiveness of your lead management process.

Setting Up Lead Assignment Rules in Salesforce

Now that we have a better understanding of lead assignment rules, let's explore how to set them up in Salesforce.

Step-by-step Guide to Create Lead Assignment Rules

To create lead assignment rules, follow these steps:

Navigate to the Lead Assignment Rule setup page in Salesforce.
Click on "New Rule" and provide a name and description for the rule.
Define the rule entries by specifying the criteria for lead assignment.
Configure the rule criteria, such as lead attributes or field values.
Set up the assignment actions, whether assigning to a specific user or a queue.
Activate the lead assignment rule to make it operational.

Tips for Effective Lead Assignment Rules

Creating effective lead assignment rules requires careful consideration of your organization's sales processes and objectives. Here are some tips to optimize your lead assignment rules:

Segment leads based on relevant criteria tailored to your business model.
Regularly analyze and update your lead assignment rules to ensure they align with changing business needs.
Consider implementing round-robin assignment to distribute leads evenly among team members.
Leverage automated lead scoring to prioritize leads before assigning them.

Managing and Modifying Lead Assignment Rules

Once lead assignment rules are in place, it's important to know how to manage and modify them to adapt to evolving business requirements.

How to Edit Lead Assignment Rules

To edit existing lead assignment rules, follow these steps:

Click on the rule you wish to modify.
Make the necessary changes to the rule entries, criteria, or assignment actions.
Save the changes and activate the modified rule.

Deactivating and Reactivating Lead Assignment Rules

If needed, you can deactivate a lead assignment rule temporarily. To do so:

Locate the rule you want to deactivate.
Disable the rule by unticking the "Active" checkbox.
If required, reactivate the rule by ticking the "Active" checkbox again.

Troubleshooting Common Issues with Lead Assignment Rules

Despite careful setup, issues with lead assignment rules can arise. Let's explore some common errors and solutions.

Understanding Common Errors

Some common errors that may occur with lead assignment rules include leads not getting assigned, leads being assigned incorrectly, or no users being available for assignment. These errors often stem from misconfigured rule entries, criteria, or assignment actions.

Solutions for Common Lead Assignment Rule Issues

To troubleshoot lead assignment rule issues, consider the following solutions:

Review the rule criteria and ensure they accurately reflect your desired lead assignment conditions.
Check if there are any conflicts between different lead assignment rules.
Verify the ownership settings for users or queues involved in the lead assignment process.
Monitor system logs and error messages to identify any specific issues with lead assignment.

By understanding lead assignment rules and effectively leveraging them in Salesforce, you can optimize your sales processes and enhance lead management. Whether you are implementing lead assignment rules for the first time or fine-tuning existing rules, following best practices and regularly evaluating their performance will ensure efficient lead distribution and increased sales success.

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Create a case assignment rule, test the case assignment rule.

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Create Case Queues and Assignment Rules

Now that you have your basic support processes and layouts configured for cases, create case queues and assignment rules to route your cases to the correct support teams at Ursa Major Solar.

Create Product Support Tier 1 and Product Support Tier 2 queues so product support cases can be routed to one of these queues based on case criteria and how long the case has been open.

From Service Setup, enter Queues in the Quick Find box and select Queues .
Click New and complete the queue details.
Label: Product Support Tier 1
Queue email: [email protected]
Supported Objects: select Case and click Add .
Queue Members: Click User: (Your Name) in the Available Members list, and click Add to add yourself to the Selected Members list.
Click Save .
From the Queue page, click New and complete the queue details.
Label: Product Support Tier 2
Queue email: [email protected]

Now, create the Inquiry queue for inquiry cases.

From the Queues page, click New .
Enter the queue details.
Label: Inquiry
Queue Email: [email protected]
Queue Members: Click User: Ada Balewa in the Available Members list, and click Add to add her to the Selected Members list.

So, now you have case queues set up and ready to handle different types of cases as they’re created. Next, create and activate a standard case assignment rule to assign cases to the correct team members. This is how cases get sent to specific case queues, like the ones you just created.

From Service Setup, enter Case Assignment Rules in the Quick Find box and select Case Assignment Rules .
Click New and enter the rule details.
Rule Name: Standard Case Assignment
Select the Active checkbox to make this the active case assignment rule.

Add a rule entry that assigns Product Support cases to the Product Support Tier 1 queue.

Click the Standard Case Assignment link.
Under the Rule Entries, click New and enter the details.

Create and customize a Case Assignment Rule by entering the rule details.

Click Save & New .

Next, add a rule entry that assigns inquiry cases to the Inquiry queue.

Enter the details.

Now rename the Automated Case User to System. Every time there’s an automated case change from an assignment rule, for example, the automated case user name will show up in the case history. It will now show an automated “system” change, rather than showing your name as the admin, whenever an automated case change occurs.

Enter Support Settings in the Quick Find box and select Support Settings .
Click Edit .

You want to make sure the assignment rules work for Ursa Major Solar by creating a case.

Click the Contacts tab.
Select Recently Viewed from the dropdown, and click the Pat Stumuller link.
In the Cases related list, click New .
Select a record type: Product Support .
Click Next and enter the case information.
Click the Case Number for the case you just created. Ensure that the Case Owner is Product Support Tier 1.

By setting up case queues and assignment rules, cases are now automatically routed to the correct teams. Next, escalate higher priority cases to the Product Support Tier 2 team by creating an Escalation Rule.

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AssignmentRules

File suffix and directory location.

Assignment rules for an object have the suffix .assignmentRules and are stored in the assignmentRules folder. For example, all Case assignment rules are stored in the Case.assignmentRules file.

AssignmentRules components are available in API version 27.0 and later.

AssignmentRule

Specifies whether the rule is active or not and its definition. Rules are processed in the order they appear within the AssignmentRules container.

Represents the fields used by the rule.

Declarative Metadata Sample Definition

The following is an example file showing two assignment rules on the Case object:

Wildcard Support in the Manifest File

This metadata type supports the wildcard character * (asterisk) in the package.xml manifest file. For information about using the manifest file, see Deploying and Retrieving Metadata with the Zip File .

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Case or Lead Assignment Rules fail to set the Owner

A recently created or updated Case or Lead Assignment Rule isn't setting the Owner on new or edited Case or Lead records that appear to perfectly match the rule's criteria or formula conditions, but ownership is not being assigned.

Be sure the Case or Lead Assignment Rule is active :

In Salesforce Classic

Setup | Customize | Case (or Lead) | Assignment Rules

In Lightning Experience

For Lead: Setup | Feature Settings | Marketing | Lead Assignment Rules
For Case: Setup | Feature Settings | Service | Case Assignment Rules

See the "Active" checkbox and edit the Assignment to make it active (just one can be active at a time)

Check the criteria or formula you have for each rule component:

Edit the different lines as needed, check logic, fields, values, etc.

In addition to having correct criteria or formula in an active Case or Lead Assignment Rule, you also need to apply those rules for actual use. This is done in your Case and Lead page layouts.
Setup | Customize | Case (or Lead) | Page Layouts | Edit the layout
Setup | Object Manager | Case (or Lead) | Page Layouts | Click the Page Layout Name

Click on the Layout Properties button and select the checkboxes for the Case Assignment:

Note : To force Case assignment rules, select Default under Case Assignment Checkbox. This means end users won’t see any option to turn off case assignment when editing a case. Choose to include the 'Assign using active assignment rules' checkbox by selecting Show on edit page. If both options are chosen, the assignment checkbox is displayed and is checked by default. The default setting will force the assignment rule to run unless the checkbox is deployed and a User manually deselects the checkbox.

Click OK and click Save.

Cases can also be assigned to the Default Case Owner if the assignment rules fail to locate an owner (the case doesn't meet the criteria of any active rule), this might give the appearance that the Case is being assigned to the incorrect owner. Change the Default Case Owner by customizing the Support Settings .
The behavior of an Assignment Rule runs differently since it depends on how the record is edited, whether through Inline Editing or the Edit button.
If Case was created via Email-to-Case, the Owner field on the Routing Address should be blank for the Assignment rule to trigger. For more information you can check this article: Assignment Rule is not firing when Case is created through Email-to-Case

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COMMENTS

Salesforce Lead Assignment Rules Best Practices and Tricks
Salesforce Lead Assignment Rules are a numbered set of distribution rules that determine which owner a Lead record should be assigned (either a specific user or to a Salesforce Queue).They are generally used at the point in time when a Lead is created (typically by Web-to-lead or an integrated marketing automation platform like Pardot, Marketo, HubSpot).
Assignment Rules
Here are some search tips. Assignment rules automate your organization's lead generation and support processes. Use lead assignment rules to specify how leads are assigned to users...
What is Lead Routing, and How to Use Assignment Rules in Salesforce
Also known as lead assignment, lead routing is an automated process of distributing inbound leads to the department or sales rep best-equipped to handle that lead. More sophisticated lead routing systems take in consideration a variety of lead assignment rules determined by the company. Normally these rules are based on the sales territory, industry, potential deal size among other variables ...
Create a Round Robin Lead Assignment Rule
In Setup, search for Lead Assignment Rules, and open it. Click New. Name your rule Round Robin Assignment Rule, and click Save. Click to open Round Robin Assignment Rule. In the Rule Entries section, clickNew. In Sort Order, enter 1. Set the rule criteria by choosing Round Robin in the Field dropdown, Equals in the Operator dropdown, and 1 in ...
What Are Lead Assignment Rules in Salesforce?
How to Create Salesforce Lead Assignment Rules. Creating lead and case assignment rules in Salesforce is a relatively straightforward process. Login to Salesforce and select Setup in the upper right corner of the horizontal navigation bar. In the Setup search box, type "assignment rules" and then select either Lead Assignment Rules or Case ...
Guide to lead assignment rules in Salesforce
To create a lead assignment rule in Salesforce: From Setup, enter "Assignment Rules" in the Quick Find box, then select Lead Assignment Rules. Click New. Enter the rule name. (Example: 2023 Standard Lead Rules) Select "Set this as the active lead assignment rule" to activate the rule immediately. Click Save.
Create Assignment Rules for Lead Distribution
For lead distribution, use assignment rules to define the criteria by which you want to distribute your leads, such as partner tier, geography, or specialization. From Setup, enter Leads in the Quick Find box, then select Lead Assignment Rules. Create a lead assignment rule, let's call this All Channel Sales Leads.
Running Lead Assignment Rules From Salesforce Flow
Click Setup. In the Quick Find box, type Lead Assignment Rules. Click on the Lead Assignment Rules | New button. Now create an assignment rule, as shown in the following screenshot: Step 2: Create an Apex class and Test class. Now, we have to understand a new Apex annotation i.e. @InvocableMethod.
Lead Assignment Rules in Salesforce: Detailed Explanation
Creating lead and case assignment rules in Salesforce is a relatively straightforward process. Step 1: After logging in, go to the horizontal navigation bar's upper right corner and choose Setup. Step 2: Type "assignment rules" into the Setup search box, then choose Lead Assignment Rules. Step 3: To add a new assignment rule, select New.
Salesforce Lead Assignment Rules Best Practices
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
How to use Salesforce lead assignment rules
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)".
What are Lead Assignment Rules in Salesforce? A Beginners Guide
Salesforce has several powerful features that are designed to streamline sales processes and boost revenue - lead assignment rules is one of them. When implemented correctly, lead assignment rules can change the way your business manages and converts leads.
Lead Assignment Rules in Salesforce
Lead Assignment Rules in Salesforce | How to Create Lead Assignment Rules in Salesforce in 2021Thanks for Watching! Buy Me a Coffee: https://www.paypal.com/d...
Salesforce lead assignment rules
In Salesforce we can create many rule entries for single Assignment Rule. Click on New Button to create new Rule entry. In step 1 :- Enter Sort order as #1. In Step 2 :- Enter rule criteria as shown above. In Step 3 :- Select the user or queue to assign the lead. Select user and Email template as shown above. Click on Save button.
How to Use Lead Assignment Rules with Queues in Salesforce
Learn how to use lead assignment rules with queues in Saleforce. ️ SUBSCRIBE TO OUR YOUTUBE CHANNEL: https://go.rotive.io/youtube🤖 LIVE SALESFORCE FLOW CLAS...
Salesforce Lead Assignment rules
Salesforce Lead Assignment rules. Hema. Dec 28, 2023. Salesforce Lead Assignment rules automate your org lead generation and support processes. Lead Assignment Rules are a powerful tool that enables the automatic assignment of leads to the right sales representatives based on specific criteria.
Lead Assignment Rule in Salesforce
Step 2: Go to the Setup menu in Salesforce Classic and click on the Build section. Salesforce Classic Setup. Step 3: Click on the Lead object under the Customize section. Step 4: Click on Lead Assignment Rules. Build<Customize<Leads<Lead Assignment Rules. Step 5: Click New to create a new lead assignment rule.
Set the option 'Assign using active assignment rules' to ...
7. Click the 'Layout Properties' button on the palette and disable the 'Show on edit page' and 'Select by default' Case Assignment Check-box and click OK, then click Save. 4. Test and confirm that when a user creates a new case/lead, the 'Assign using active assignment rules' checkbox is set to true. Save the case/lead.
Assignment rules in Salesforce
Assignment rules in salesforce are used to automatically assign lead or Case to owner ( User Or Queue ). Assignment rule is used to automate owner assignment on Case and Lead based on conditions on Case or Lead. For example, there could on lead assignment rule for web-generated leads and one case assignment rule for the holiday use.
Understanding Lead Assignment Rules in Salesforce
In Salesforce, lead assignment rules automate the process of assigning leads to the right sales representatives or teams, enabling efficient lead management and maximizing conversion rates. Lead assignment rules play a crucial role in optimizing the sales process within an organization. They ensure that leads are distributed in a strategic and ...
Create Case Queues and Assignment Rules
Click New and enter the rule details. Rule Name: Standard Case Assignment; Select the Active checkbox to make this the active case assignment rule. Click Save. Add a rule entry that assigns Product Support cases to the Product Support Tier 1 queue. Click the Standard Case Assignment link. Under the Rule Entries, click New and enter the details.
AssignmentRules
AssignmentRules. Represents assignment rules that allow you to automatically route cases to the appropriate users or queues. You can access rules metadata for all applicable objects, for a specific object, or for a specific rule on a specific object. The package.xml syntax for accessing all assignment rules for all objects is: <types>.
Case or Lead Assignment Rules fail to set the Owner
Publish Date: Jul 6, 2021. Description. A recently created or updated Case or Lead Assignment Rule isn't setting the Owner on new or edited Case or Lead records that appear to perfectly match the rule's criteria or formula conditions, but ownership is not being assigned. Resolution. Be sure the Case or Lead Assignment Rule is active:

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Big Idea or Enduring Question:

Objectives:

Business Use Case

Automation Champion Approach (I-do):

Guided Practice (We-do):

Step 1: Setting Up Lead assignment Rule

Step 2: Create an Apex class and Test class

Step 3.1: Salesforce Flow – Define Flow Properties for Before-Save Flow

Step 3.2: Salesforce Flow – Using Decision Element to Check the Lead Source

Step 3.3: Salesforce Flow – Adding an Assignment Element to Update Rating and Status

Step 4.1: Salesforce Flow – Define Flow Properties for After-Save Flow

Step 4.2: Salesforce Flow – Add Scheduled Paths

Step 4.3: Salesforce Flow – Adding an Action to Call Apex class to Trigger Lead Assignment Rule

Proof of Concept

Monitor Your Schedule Flow

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

Businesses Quickly Outgrow Native Salesforce Lead Assignment Rules

1. Complex, evolving go-to-market rules

2. Massive volumes of incoming leads and lagging response times

Lead Assignment Rules Best Practices For High-Growth Companies

Define Your Go-To-Market Rule Baseline

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