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

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.

Contact13 stepsUpdated for HubSpot seat pricing
OutcomeA 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 maplead-routing-036
Contact created / employee count set / deal stage changed leads to Active deal past early stage?. Active deal past early stage? leads to Yes: Rotate to AE pool - continue conversation; No: Employees > 200?. Rotate to AE pool - continue conversation leads to Set routed date, notify, create task. Employees > 200? leads to Yes: Rotate to AE pool - enterprise size; No: Rotate to SDR pool - qualification. Rotate to AE pool - enterprise size leads to Set routed date, notify, create task. Rotate to SDR pool - qualification leads to Set routed date, notify, create task. Yes No Yes No Contact created / employee count set / deal stage changed Active deal past early stage? Rotate to AE pool - continue conversation Employees > 200? Rotate to AE pool - enterprise size Rotate to SDR pool - qualification Set routed date, notify, create task
Contact created / employee count set / deal stage changed leads to Active deal past early stage?. Active deal past early stage? leads to Yes: Rotate to AE pool - continue conversation; No: Employees > 200?. Rotate to AE pool - continue conversation leads to Set routed date, notify, create task. Employees > 200? leads to Yes: Rotate to AE pool - enterprise size; No: Rotate to SDR pool - qualification. Rotate to AE pool - enterprise size leads to Set routed date, notify, create task. Rotate to SDR pool - qualification leads to Set routed date, notify, create task. Yes No Yes No Contact created / employee count set / deal stage changed Active deal past early stage? Rotate to AE pool - continue conversation Employees > 200? Rotate to AE pool - enterprise size Rotate to SDR pool - qualification Set routed date, notify, create task

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

When to use it, when not to

Use it

  • Use 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.
  • Use 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.
Read more on when to use itShow less

Skip it

  • Do 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.
  • Do 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.
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 · 13 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 · 5 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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