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Route leads by product/service interest (form field or page viewed)

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.

Contact15 stepsUpdated for HubSpot seat pricing
OutcomeA lead interested in one specific product line goes to the rep who sells that product, instead of a generalist who has to hand it off after discovery.
Workflow maplead-routing-013
Product interest set / qualifying page viewed leads to Product interest?. Product interest? leads to Product A: Rotate to Product A specialists; Product B: Rotate to Product B specialists; Service C: Rotate to Service C specialists; unclear / blank: Rotate to Generalist pool + notify sales ops. Rotate to Product A specialists leads to Set routed date, notify owner, create call task. Rotate to Product B specialists leads to Set routed date, notify owner, create call task. Rotate to Service C specialists leads to Set routed date, notify owner, create call task. Rotate to Generalist pool + notify sales ops leads to Set routed date, notify owner, create call task. Product A Product B Service C unclear / blank Product interest set / qualifying page viewed Product interest? Rotate to Product A specialists Rotate to Product B specialists Rotate to Service C specialists Rotate to Generalist pool + notify sales ops Set routed date, notify owner, create call task
Product interest set / qualifying page viewed leads to Product interest?. Product interest? leads to Product A: Rotate to Product A specialists; Product B: Rotate to Product B specialists; Service C: Rotate to Service C specialists; unclear / blank: Rotate to Generalist pool + notify sales ops. Rotate to Product A specialists leads to Set routed date, notify owner, create call task. Rotate to Product B specialists leads to Set routed date, notify owner, create call task. Rotate to Service C specialists leads to Set routed date, notify owner, create call task. Rotate to Generalist pool + notify sales ops leads to Set routed date, notify owner, create call task. Product interest set / qualifying page viewed Product interest? Product A Rotate to Product A specialists Product B Rotate to Product B specialists Service C Rotate to Service C specialists unclear / blank Rotate to Generalist pool + notify sales ops Set routed date, notify owner, create call task

When to use it, when not to

Use it

  • Use it when the company sells multiple distinct products or service lines with different specialist reps, and the lead's interest is knowable at intake (a form field, a pricing page visited, a specific demo request).
  • Use it for multi-line businesses where a single generalist team cannot credibly speak to every product; specialist first-touch improves conversion.
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Skip it

  • Do not use it for a single-product business; there is nothing to branch on, use lead-routing-002 instead.
  • Do not use it if product interest is genuinely ambiguous at intake (a lead who only filled a generic "contact us" form with no signal). Route those through the generalist pool as the default branch, do not force a guess.
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 · 15 numbered actions

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

Known pitfalls · 4

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

Test plan and UAT script · 6 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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