From an empty CRM to enrichment, territories and a live lead-routing engine

The problem

The play

1. 1
   Evaluate the enrichment vendor, then roll it out properly

   Ran a vendor evaluation across several enrichment providers, then connected the chosen one to the CRM with instant enrichment on record creation, dedicated enriched-data fields and a dedicated account-page section, plus a bulk-credit budget (roughly 65,000 credits) with governance guidance so a growing team could not silently burn it.

2. 2
   Territory design and automated segmentation

   Built a territory-region custom object and an automated commercial-versus-enterprise split at a 1,500-employee threshold, then mapped domestic regional territories with sub-region and county/postal-code splits for the densest region, plus international territories.

3. 3
   A routing engine the client can maintain

   Built the router on custom objects, round robin, round-robin user and lead routing, with lead, contact and account matching, a no-match default fallback, duplicate handling, and active/inactive rotation so reps can be pulled out of the pool without a code change. Deliberately built as configuration rather than code, then QA'd end to end and pushed live.

4. 4
   Outbound activation and signal consolidation

   Stood up sequences that auto-email on behalf of the contact or regional-director owner when an inbound form is filled, and consolidated web-visitor and social-mention signals into a single enrichment layer instead of separate point tools.

5. 5
   Alerting, hygiene and CRM governance

   Configured inbound-lead alerts and account-owner tagging into chat; ran dedupe and merges, domain normalization, account-type automation (prospect to customer or churned) and ownership backfills; and added validation rules including an account-ownership cap and anti-grab rules so a growing sales team could not hoard accounts.

6. 6
   Enablement and recurring event lead operations

   Wrote a lead-routing SOP with recorded walkthroughs and set up the forecast hierarchy so the team could self-manage territories, and ran recurring event lead operations, enriching, loading and campaign-tagging conference lists on a fast post-event turnaround.

What it moved

From a LeanScale case studyRead the full case study →