LeanData is an application used within Salesforce (SFDC) to process and assign lead, contact, and account records. LeanData allows for the creation of dynamic and complex record routing to support Go-to-Market (GTM) strategy.
LeanData assigns each MQL (Marketing Qualified Lead) to the member of the Sales Development organization who is responsible for engagement and qualification of that individual using the lead routing workflow outlined below. LeanData updates contact records using the contact routing workflow for management by partners via the Vartopia Prospect module. LeanData align, but does not assign, each account record to the appropriate member of the Sales organization using the account routing workflow outlined below. Other Salesforce objects, including for most use cases the contact object, are updated and maintained through workflows and processes outside of LeanData.
The LeanData lead routing flowbuilder can broken into four major sections: record validation, lead to account match MQL assignment, unmatched MQL assigment, and queue assignment. This flowbuilder is live, meaning it monitors lead records as they're created or updated.
This initial phase reviews new and updated lead records to ensure they meet the criteria to route to an SDR. These checks include confirming:
Do Not Route?checkbox is not checked.
Person Scoreof the lead record is greater than or equal to 0. Note this means leads without a
Person Scoreor leads that have a
Person Scoreless than 0 will continue to be owned by the integration user that created the record. Also, the current
Person Scorethreshold is a change from previous routing rules and at the moment, only impacts new leads, not historically created records.
Actively Being Sequencedcheckbox is not checked.
Last Interesting Momentdoes not require specialized routing or supression from SDR organization.
Records that meet all record validation criteria and can be matched to an existing Salesforce account by LeanData are then assessed using the matched account workflow. For this workflow, if LeanData is able to identify there is a BDR listed in the
BDR Assigned field on the matched account and the
BDR Prospecting Status (another custom account field) =
Actively Working, the MQL is assigned. If LeanData is not able to confirm an MQL matches this criteria, the lead progresses to the unmatched lead workflow.
Leads that match to accounts but are not able to be routed via owner mappings or the
SDR Assigned field as well as leads that do not match to accounts are routed using LeanData's territory management functionality.
Leads that are not yet MQLs or that are no longer being worked by the Sales Development team, are assigned to "holding" queues until they re-MQL.
US PubSec leads are assigned to US PubSec BDRs regardless of
Lead Status, if they have been identified as part of a US PubSec account. This is an exception to our standard lead management process where non-US PubSec leads that have not yet MQLed would be assigned to a queue until that condition is met.
Prospect Share Status=
Sending to Partnerand
Partner Propsect Status=
Qualifyingwhich enables the lead to be synced into the Vartopia Prospect module.
Partner Queueif Partner Account is
New or updates leads who attended a Joint GitLab and Partner Event are routed based on waterfall LeanData process.
Partner Prospect Statusto
Prospect Share Status=
Sending to Partner, then LeanData assigns the lead to
Qualified, LeanData updates the
Partner Prospect Statusto
Prospect Share Status = Sending to Partner
Qualified, LeanData assigns to appropriate SDR
When a lead/contact engages with GitLab in any shape or form, for example, via an inbound marketing request, the lead/contact owner is responsibility for following up with the partner lead, regardless of their stage within the partner lead lifecycle.
The scope of the contact flowbuilder is very limited. Records are only processed by this flowbuilder if they are meant to be managed by partners via the Vartopia Prospect module. In our current iteration, the contact flowbuilder only updates two custom fields, which triggers a partner's record visibility in Vartopia.
All other SFDC contact ownership rules are maintained outside of LeanData. If you have questions or concerns about contact routing outside of partner record management processes, please reach out to Sales Systems.
The account routing flowbuilder leverages LeanData's territory management functionality to populate or update the
[TSP] Area, and
[TSP] Approved Next Owner fields on the account object. LeanData monitors for changes to the
[TSP] Last Update Timestamp field to know when an account record is ready to be processed. Details about the TSP process can be found on the Sales Operations handbook page.
New hire? Territory change needed? Have an SDR on your team who's going to be out of the office? If requesting a proactive update to the lead routing workflow, open an issue using the LeanData change request issue template.
Lead volume low? Receiving leads from an account or territory you're not assigned to? If you think you've found a bug :bug: in existing lead routing logic, open an issue using the bug request issue template.
Open a Marketing Operations issue following the format in the issue template.