<img alt="" src="https://www.smart-7-innovative.com/802971.png" style="display:none;">
Skip to main content
Request a Consultation
← All case studies
Case Study · Agentic Services

Lead routing that runs without a queue

insightsoftware replaced manual, vendor-run lead assignment with an automated routing system that assigns every inbound MQL in seconds.
Client profile
insightsoftware
IndustryGlobal software
ServiceAutomated lead routing
EngagementFebruary 2026 to present
SystemsClay, n8n, Salesforce, Gong
Go-liveApril 30
Volume~68 MQLs per day
Results
Automated lead routing · Live since April 30
$323K

Annual cost removed

External routing team fully eliminated

68/day

MQLs routed automatically

Average volume since go-live

Seconds

Time to assign a lead

Down from hours

189/189

Live MQLs routed correctly

Final pre-launch test, zero unmatched

The Challenge

Leads arrive faster than people can sort them

At insightsoftware (ISW), a global software company with multiple products, regions, and buyer personas, routing was handled by hand by a dedicated outside team, with no documented rules to check accuracy against.

Speed-to-lead was capped by how fast a person could work a queue. Assignment could take hours depending on workload, time zone, and vendor availability. Leads could slip through unnoticed, and every MQL added recurring manual work.

What FullFunnel Did

Documented the rules, then automated them

Starting in February 2026, FullFunnel documented the routing process that had never been written down, then designed and now runs an automated system that scores, matches, and assigns every inbound lead in real time.

The system accounts for the variables that make routing hard at scale: territory, region, product, buyer persona, existing account ownership, exceptions, and indirect channels. Every lead now follows the same documented rules, whether or not anyone is at their desk.

Sound Familiar?

This is not an ISW-specific problem

Teams of any size run into the same signs:
01 Leads wait on a person or an outside team before anyone follows up.
02 Routing rules live in a spreadsheet, or in someone’s head.
03 Nobody can say how many leads were missed, or why a lead went to a given rep.
04 Adding regions, products, or personas makes the process slower and less accurate.
What FullFunnel Delivered

From undocumented to automated

FullFunnel worked in stages: document what existed, put a rules engine in production, then refine it against real lead volume.
STAGE 1

Document the current state

No written rules existed, so there was nothing to audit against. FullFunnel mapped the integrations across Clay, Salesforce, and Gong and documented the BDR workflow for the first time. When the first automated logic was tested against ISW’s existing assignments, only 25 percent matched, and neither team could say which version was correct. Writing the rules down gave both teams a source of truth.

STAGE 2

Put a complex rules engine in production

FullFunnel designed a rules engine to handle the real complexity of ISW’s go-to-market: existing customers and partners, prospects, multiple products and buyer personas, and territories across regions. Clay enriches and scores each lead, n8n runs the workflow in real time, and Salesforce receives the assignment. The engine also fills gaps in the data. When key fields such as product interest are missing, a multilingual title-matching model still identifies the buyer persona, so leads are not misrouted or stalled.

STAGE 3

Refine against real volume

Real MQL volume exposed the edge cases a spec never catches. FullFunnel closed those gaps before the April 30 go-live:

Regional sub-routing

EMEA leads reach the right country or sub-region team instead of one shared pool.

Lead-to-account matching

Leads are matched to existing accounts by company name and email domain.

Exceptions and channel

Designated products and indirect channel leads route to the right rep first.

Inactive owner detection

Leads on accounts with no active owner reroute instead of stalling.
Final test 189 of 189 live MQLs routed correctly, with zero unmatched.
Outcomes

What changed for ISW

Cost and dependency removed

The external team and its $323K annual cost are gone, along with the single point of failure it represented.

Speed-to-lead in seconds

A real-time trigger replaced hours in a queue. Staff availability no longer affects how fast a lead is assigned.

Routing that holds at volume

Production routing averages 68 MQLs per day. In pre-launch testing, 189 of 189 live MQLs routed correctly.

Gaps surface same day

Audit logs, a tracked unassigned queue, and alerts catch unrouted leads and clear them within hours.
Before Now
Outside team assigned leads by hand Automated assignment, no manual triage
Hours to assign, depending on availability Seconds, around the clock
No documented rules to audit Documented rules and a routing audit trail
Leads could go unnoticed Unrouted leads flagged and resolved same day
Client Perspective
FullFunnel has transformed our lead routing process from something highly manual, reactive, and costly into a fully automated, streamlined process that surfaces MQLs to the right team member quickly, with the information they need to have an effective sales conversation.
Katie Daorai, VP of RevOps
insightsoftware
What Is Next

Routing on fit and intent, not only territory.

FullFunnel is now adding fit and intent scoring, so each lead is routed on how well it matches the ideal customer profile and how ready it is to buy, not only on territory and revenue.

Ready to take the manual work out of routing?

FullFunnel designs and runs agentic GTM systems that score, route, and act on every inbound lead automatically.
Request a Consultation