Pipedrive: Automate Leads Assignment

Pipedrive Automation and other third-party tools like Zapier, Routerjet, Mapsly, etc. allow for automatic lead assignment so that they can be acted on quickly. This post is a deep dive into setting up the right process for distributing/assigning/routing leads in Pipedrive depending on the business case and sales process requirements.


A study by LeadResponseManagement.org reports that the odds of contacting a lead if called in 5 minutes versus 30 minutes drop 100 times. Also, the odds of qualifying a lead if called in 5 minutes versus 30 minutes drop 21 times.

What it means is you cannot afford to waste any time in contacting a lead, and you should act on the lead as soon as it lands in your pipeline. And for that to happen, you cannot waste any time deciding ‘who’ in your team takes on a new lead.

Business owners and sales leaders, therefore, need to consider options to configure a CRM like Pipedrive so that one of the biggest determinants of sales conversion isn’t a bottleneck.

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Automated Leads Assignment in Pipedrive


Automated assignment of leads is one of the most overlooked aspects of CRM solutions. There is no out-of-the-box solution to manage leads assignments in most CRMs. Therefore, many decision-makers don’t even know that this process can be automated.

The solution for automated leads assignment depends on various factors:

  • the sales process of the business
  • the structure of the sales team
  • the roles in the sales team
  • the products in the portfolio
  • the seniority of the salespeople

The factors could be many, but the core methods to implement automated leads assignment based on these factors are only a few. It, therefore, becomes important to understand these factors and understand what they translate to in terms of implementation.

When you have a number of salespeople working on your team, and when you have hundreds of leads coming in every day, as a business leader, the following questions become crucial:

  • How to distribute leads fairly to the sales team?
  • How to assign leads automatically, without having to employ one or more people for this job?
  • If responsiveness is so important, how can I make it easier for my sales team to be responsive?

Please note that I am using leads and deals interchangeably, and this post is more applicable for deals in Pipedrive. In the future, the hope is that the Leads feature in Pipedrive will be as powerful, if not more, as the Deals feature in Pipedrive.


Once your leads are in Pipedrive, your next big challenge is to assign them to the right salesperson. The process of leads assignment is also popularly known as lead routing. While the former is notionally manual in nature, the latter has a sense of automation attached to it.

Zapier Setup

Trigger: New Lead


  1. Create Person
  2. Create Deal

Zapier finds/creates a Person with the email submitted in the enquiry. We then create a new deal associated with that Person.

Let’s see the scenarios and the recommended solution in order of complexity.

Assigning Deals in a One-man Team Scenario

When you’re the only person on the team, there is no decision to be made. In the Zapier setup, you can assign the lead to yourself as part of the zap definition in Zapier.

Assigning Deals Manually in a Team Scenario

You can employ one person whose only job is to decide who is assigned the newest lead in the pipeline. In this scenario, you can follow the same steps described above and assign all deals to this one person. This person’s job is then to assign these deals, one by one, to a salesperson in your team, in Pipedrive. You can never tell how effectively and efficiently this person is assigning deals to salespeople though. Besides, it is a huge bottleneck since it requires manual intervention every time, and it could become a single point of failure for your team when this person is not available 100%, mentally and physically.

Assigning Deals using Round-Robin Method

In the absence of well-defined criteria to distribute leads, a round-robin distribution of leads is the fairest method of assigning leads to your sales team. It is also effective when all deals are more or less the same and there is no significant difference in terms of value or opportunity between the deals. Besides, it doesn’t matter much if there is a slight difference between the deals in terms of monetary value. In the long run, it all averages out if you stick with a round-robin distribution long enough. Lastly, you can always create individual pools by defining segments for round-robin assignments.

You cannot assign leads using the round-robin method in Pipedrive. You have to use a 3rd party tool to accomplish this. Of all the tools I have tried, I found RouterJet to be the most efficient and elegant leads assignment tool for round-robin allocation.

Assigning Deals based on Business Case or Sales Process

Many sales teams are organized to suit the sales process, which in turn is designed to suit the customer requirements.

For instance, teams can be organized around which products a customer has expressed interest in. Or, teams can be organized around how keen the customer is. Or, teams can be organized around the value of the deal, or the industry, or the market the customer is from.

The factors on which the deals can be categorized are often indicated by the customer. If a customer is filling out a contact form on your website, you can capture these factors as part of the form. This is also true when customers submit a lead generation form after seeing an advertisement on Facebook or Instagram.

As part of the form, you can ask customers which products they’re interested in, when they’re planning to buy, the size of their team, which plans they are considering, etc. All these questions can be a factor in deciding who among your sales team is assigned that lead. When adding this information to Pipedrive, you can add this information as custom fields under Deals in Pipedrive.

Pipedrive Workflow Automation is a really powerful feature of Pipedrive and is extremely handy when assigning deals. As soon as a deal is added to Pipedrive, you can create an automation workflow in Pipedrive to decide who that deal is assigned to.

Assigning deals based on Location

Most healthcare companies undertake sales territories design projects every year as part of aligning sales teams with business goals. It is because sales representatives have to physically visit the hospitals and doctors to educate them about the medicines in their portfolio.

Generally, sales territories are common for any sales team that requires salespeople to visit customers. Therefore, in such situations, it is important to allocate new leads based on location.

Before automating this workflow, it is important to design sales territories. You can use tools like Tableau, along with Google Sheets, to design sales territories. The output of such sales territory design exercise is a location to salesperson mapping in the form of a table.

You can then assign these leads using Pipedrive Workflow Automation or using Mapsly.


Automated lead assignment ensures that your sales team is quick to respond to newly created deals. An understanding of the above business cases for leads assignment and the necessary setup in Pipedrive should cover most of the use-cases to suit your sales team structure and your sales process. Put your sales process on autopilot and set up your sales team for success with these one-time exercises that pay off immensely in the long run.

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