Route leads to SDR vs AE based on company employee count and deal stage

Outcome. A lead reaches an SDR for qualification or goes straight to an AE for a live deal conversation, based on company size and how far the buying process already is, instead of every lead hitting the same first-touch queue.

Workflow map Enrollment, branches and actions at a glance lead-routing-036

flowchart TD
    A[Contact created / employee count set / deal stage changed] --> B{Active deal past early stage?}
    B -->|Yes| C[Rotate to AE pool - continue conversation]
    B -->|No| D{Employees > 200?}
    D -->|Yes| E[Rotate to AE pool - enterprise size]
    D -->|No| F[Rotate to SDR pool - qualification]
    C --> G[Set routed date, notify, create task]
    E --> G
    F --> G

When to use it, when not to

• UseUse it when the team runs a two-tier motion (SDRs qualify, AEs close) but currently sends everything to SDRs regardless of signal, including leads that already show clear buying intent.
• UseUse it when an associated open deal already exists at a stage beyond early discovery; those leads usually deserve a direct AE touch instead of a re-qualification call.
• SkipDo not use it for a single-tier team where every rep both qualifies and closes; branch directly by territory or product instead, see lead-routing-001 or lead-routing-013.
• SkipDo not use it as the only signal for AE routing; a large company with no deal activity is still an SDR qualification case, not an automatic AE handoff.