> ## Documentation Index > Fetch the complete documentation index at: https://docs.getseam.ai/llms.txt > Use this file to discover all available pages before exploring further. # Routing > Automatically assign contacts to the right sales reps based on territory, ownership, or custom rules Routing ensures that every contact Seam prospects is automatically assigned to the right sales representative. Instead of manually distributing leads, routing rules handle assignment automatically as part of your plays. ## Why Routing Matters Without routing, automated prospecting creates problems: Contacts created in CRM with no owner, falling through the cracks Leads sent to the wrong territory or inbox, causing confusion Someone has to manually assign leads after prospecting Delays while waiting for manual assignment before outreach Routing solves this by automatically assigning contacts the moment they're prospected, ensuring immediate follow-up from the right person. ## How Routing Works Routing is configured as part of plays and executes during the workflow: ``` Trigger fires (intent signal, website visit, etc.) ↓ Audience filter determines qualifying accounts ↓ Prospecting finds personas within accounts ↓ Routing assigns contacts to appropriate rep ← You are here ↓ Deployment pushes to CRM and sales sequences ``` The routing decision happens before deployment, ensuring contacts arrive in systems with proper ownership already set. Learn how routing integrates into automated workflows ## Routing Methods Seam supports multiple routing methods: **Routes to whoever owns the account in your CRM** * Most common method for existing accounts * Maintains consistent ownership * Works for multi-threading plays **Example:** All contacts at Acme Corp route to the SDR who owns the Acme account **Distributes leads evenly across team members in a queue** * Fair distribution for new inbound leads * Balances workload across team * Can be regional or team-specific **Example:** Website visitors rotate through 5 SDRs in order **Routes based on existing contact ownership** * Useful when contacts already exist * Maintains relationship continuity * Falls back to account owner if no contact owner **Example:** Re-engagement campaigns route to original contact owner **Uses specific fields in your CRM for routing logic** * Flexible for complex territory rules * Leverages existing CRM assignments * Can reference any account or contact field **Example:** Route based on "SDR Owner" or "Territory" field **Routes based on company location or territory** * Ensures regional expertise * Handles international coverage * Can combine with other methods **Example:** EMEA accounts to EMEA team, US West to West Coast reps **Routes to whoever owns the majority of contacts at an account** * Useful for expanding coverage * Maintains consistency when adding contacts * Falls back if no majority exists **Example:** Adding 3 new contacts to account where Sarah owns 4 existing contacts → routes to Sarah ## Configuration Options ### Within Play Setup Routing is configured when building a play: Set conditions for when the play runs and which accounts qualify Define which personas to find at qualifying accounts Choose routing method (account owner, round robin, custom field, etc.) Specify where routed contacts should be sent (CRM, sequences, ads) ### Routing Priority You can set fallback routing: 1. **Primary:** Try account owner first 2. **Fallback:** If no account owner, use round robin queue 3. **Default:** If no queue assignment, route to manager This ensures every contact gets assigned even if primary routing fails. ## Integration with Systems Routing works across your connected tools: ### CRM Systems * Routes to account owner field * Creates contacts with proper owner assignment * Uses custom fields for routing logic * Respects existing ownership rules * Bi-directional sync of ownership * Routes based on HubSpot properties * Updates owner fields automatically * Works with HubSpot workflows ### Sales Engagement Platforms * Routes to correct rep's SalesLoft inbox * Adds to sequences from proper sender * Maintains rep-specific cadences * Ensures correct email sender * Deploys to individual rep's Outreach account * Routes to appropriate sequences * Sets proper ownership before sending * Tracks activity back to correct rep **Critical:** Routing must happen before deployment to sales engagement tools. If you deploy first and route later, emails will send from the wrong inbox. ## Use Cases **Scenario:** High-fit company visits pricing page **Routing Method:** Account Owner (if exists) → Round Robin (if new) **Flow:** 1. Identify company from website visit 2. Check if account exists in CRM 3. If yes: Route to account owner 4. If no: Create account, assign via round robin 5. Deploy to assigned rep's sequence **Result:** Immediate follow-up from correct rep within hours **Scenario:** Leads from different regions need regional expertise **Routing Method:** Geographic/Regional based on country field **Flow:** 1. Prospect identifies location 2. Route EMEA accounts to EMEA team 3. Route APAC accounts to APAC team 4. Route Americas to appropriate US/LATAM rep **Result:** Leads handled by reps with regional knowledge **Scenario:** SDRs specialize in specific industries **Routing Method:** Custom CRM field based on industry **Flow:** 1. Check account industry field 2. Route SaaS companies to SaaS specialist 3. Route healthcare to healthcare specialist 4. Route financial services to finserv specialist **Result:** Prospects talk to reps who understand their industry **Scenario:** Expand coverage at high-value accounts **Routing Method:** Account Owner (maintain consistency) **Flow:** 1. Identify single-threaded A-tier account 2. Prospect 4 additional buying committee members 3. Route all new contacts to existing account owner 4. Add to multi-threading sequence **Result:** Coordinated multi-contact outreach from one rep **Scenario:** Form fills and demo requests need quick response **Routing Method:** Round Robin for fairness **Flow:** 1. Lead submits form 2. Seam enriches with additional data 3. Routes via round robin to available SDR 4. Immediately adds to high-priority sequence **Result:** Even distribution and fast follow-up **Scenario:** Complex routing based on multiple factors **Routing Method:** Custom logic with conditions **Flow:** 1. If opportunity exists → Route to opportunity owner 2. Else if account exists → Route to account owner 3. Else if enterprise size → Route to enterprise team 4. Else → Round robin to general team **Result:** Sophisticated assignment matching your process ## Routing vs. Existing Systems You have two options for how routing works: ### Option 1: Seam Creates, CRM Routes Seam creates contacts in your CRM, then existing CRM routing rules handle assignment. **When to use:** * You have complex routing logic already built in Salesforce * Your CRM routing includes territory management and role hierarchies * You want CRM to remain single source of truth for assignments ### Option 2: Seam Routes, Then Deploys Seam applies routing rules, then creates contacts with ownership already set. **When to use:** * You want to centralize routing logic in Seam * CRM routing is limited or difficult to maintain * You need routing to work consistently across multiple systems ### Option 3: Hybrid Approach Use Seam routing for some plays, CRM routing for others. **When to use:** * Different teams have different preferences * Some use cases need custom logic, others work with CRM defaults * You're transitioning from CRM routing to Seam routing gradually ## Best Practices If your team uses account-based ownership, route by account owner. If you use round robin for inbound, route that way. Mirror your existing model. Always define what happens if primary routing fails. Don't create orphan contacts—route to a manager or default queue instead. Run plays on small audience first to verify routing works correctly. Check that contacts appear with right owners in right systems. If SDRs have personalized sequences, route to the rep whose sequence they should enter. Don't separate routing from sequence assignment. For round robin, check that distribution stays balanced. Some reps might be out of office or at capacity—adjust queues accordingly. As routing gets complex, document rules so team members understand why leads route where they do. This helps with troubleshooting. Territory changes, team changes, and ownership models evolve. Review routing rules quarterly to ensure they still match your structure. ## Preventing Common Issues **Problem:** Contacts created with no owner **Solution:** Always set fallback routing. If primary method fails, route to default queue or manager **Problem:** Emails send from wrong rep's email address **Solution:** Route BEFORE deploying to sales engagement tools, not after **Problem:** Multiple reps claim same account **Solution:** Use CRM account owner as source of truth, not contact-level routing **Problem:** Some reps get far more leads than others **Solution:** Use round robin instead of custom logic if fairness matters more than specialization **Problem:** Rep doesn't know why they got the lead **Solution:** Include routing reason in CRM fields or task description ("Routed: Website Visitor - Pricing Page") ## Common Questions Not directly. Routing assigns one owner per contact. However, you can create tasks or notifications for additional team members while primary ownership goes to one person. Routing uses current CRM data. If the account owner field updates to a new rep, future plays will route to the new owner. Existing contacts remain with original owner unless manually reassigned. Yes. Many CRMs have workflows that trigger on contact creation or owner change. Seam routing can kick off these downstream automations. Yes. You can route based on existing contact owner (maintains continuity) or override and route based on account owner or other rules. Yes. Configure your round robin queue to include only active reps. Remove people who are out of office, at capacity, or shouldn't receive certain lead types.