How Well Do B2B Firms Handle Routing Sales Leads?

A recent research report from Lean Data, Sales Hacker, Heinz Marketing, and Outreach has found that 60% of B2B professionals say leads are sometimes assigned to the wrong owner at their company. Only 32% of respondents say their leads are never assigned incorrectly. Two-thirds of respondents are satisfied with their lead routing process, however, a quarter of respondents find the process slow and/or error prone.

Lead routing is primarily done manually (30%) or through marketing automation platforms (25%). The most desired lead management capability that B2B marketers don't currently have is more automation (32%).

The research was conducted in December 2021 among 1,732 sales, marketing, and operations professionals at B2B firms.