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Route inbound demo requests by company size (employee count)

One of 565 written HubSpot workflow specs, by a collective of independent HubSpot consultants.

Professional

Seat pricing: Professional edition. To build it, a GTM Seat or an Ops Seat (an Ops Seat cannot create marketing emails or sequences). Per-hub plans: Sales Hub Professional.

Contact28 stepsUpdated for HubSpot seat pricing
OutcomeA demo request lands with the rep who actually handles that size of account (SMB, mid-market, or enterprise) instead of a generalist who then has to hand it off.
Workflow maplead-routing-007
Demo request form submitted leads to Company employee count?. Company employee count? leads to under 50: Rotate to SMB pool; 50 to 499: Rotate to mid-market pool; 500+: Rotate to enterprise pool; unknown: Rotate to default pool + notify sales ops. Rotate to SMB pool leads to Set routed date, notify owner. Rotate to mid-market pool leads to Set routed date, notify owner. Rotate to enterprise pool leads to Set routed date, notify owner. Rotate to default pool + notify sales ops leads to Set routed date, notify owner. Set routed date, notify owner leads to Delay 2 business hours. Delay 2 business hours leads to Meeting booked?. Meeting booked? leads to Yes: End, no action; No: Notify owner's manager. under 50 50 to 499 500+ unknown Yes No Demo request form submitted Company employee count? Rotate to SMB pool Rotate to mid-market pool Rotate to enterprise pool Rotate to default pool + notify sales ops Set routed date, notify owner Delay 2 business hours Meeting booked? End, no action Notify owner's manager
Demo request form submitted leads to Company employee count?. Company employee count? leads to under 50: Rotate to SMB pool; 50 to 499: Rotate to mid-market pool; 500+: Rotate to enterprise pool; unknown: Rotate to default pool + notify sales ops. Rotate to SMB pool leads to Set routed date, notify owner. Rotate to mid-market pool leads to Set routed date, notify owner. Rotate to enterprise pool leads to Set routed date, notify owner. Rotate to default pool + notify sales ops leads to Set routed date, notify owner. Set routed date, notify owner leads to Delay 2 business hours. Delay 2 business hours leads to Meeting booked?. Meeting booked? leads to Yes: End, no action; No: Notify owner's manager. Yes No Demo request form submitted Company employee count? under 50 Rotate to SMB pool 50 to 499 Rotate to mid-market pool 500+ Rotate to enterprise pool unknown Rotate to default pool + notify sales ops Set routed date, notify owner Delay 2 business hours Meeting booked? End, no action Notify owner's manager

When to use it, when not to

Use it

  • Use it when the sales org is segmented by company size rather than territory or product, and reps have different playbooks per segment.
  • Use it right after (or instead of) lead-routing-002 for demo-request forms specifically, since a generic new-lead workflow does not know which segment a lead belongs to.
Read more on when to use itShow less

Skip it

  • Do not use it if the associated company record has no employee count populated for most leads. Add an enrichment step first, or fall back to a self-reported "Company size" form field, see Variants.
  • Do not use it for existing customers requesting an expansion demo; route those to their current owner instead, see lead-routing-019.
Read more on when to skip itShow less

The rest of this spec

Prerequisites · 5 items

Every property with its label, internal name, type and options, plus the assets the workflow needs.

Enrollment · 4 parts

The trigger, the criteria as ticked in the UI, the re-enrollment rule and the suppression list.

Steps · 28 numbered actions

Each action in order with its parameters, branches and delays.

Known pitfalls · 5

Traps seen in production, each with what breaks and what to do instead.

Test plan and UAT script · 10 cases, 3 variants

How to prove it works in a test portal, one case per branch, and a sign-off sheet.

Files · PDF, Markdown, JSON, CSV

The properties JSON creates the fields in one call. The workflow JSON documents the build.

Install · 1 click, switched off

The installer creates the properties and the workflow, switched off, then opens a task for what it cannot create. Nothing is deleted, enabled or enrolled.

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