Feature · Lead distribution

Route every lead to the right rep, within seconds.

Round-robin, territory, weighted, or skill-based routing — plus auto re-routing when a lead goes cold. Built for Indian teams handling IndiaMART, 99acres, and Facebook lead floods.

Trusted by 1,000+ Indian SMBs

Live routing · 0.8s avg
New lead · IndiaMART
Ravi S. · 2BHK, HSR
Round-robin · Active
RM
Rahul M.
Available
AK
Aisha K.
On call
DR
Deepak R.
Available
NV
Neha V.
At cap · 42/40

Why it matters

Leads don't wait. Every minute without an owner is a minute a competitor is calling.

Outcome
47% faster

First response in minutes, not hours

Routing fires the second a lead lands on any portal. Reps get an instant alert on web and mobile — no refresh, no spreadsheet.

Outcome
2.3× more

Connected calls per rep

Routing drops the lead straight into the mobile dialer. One tap to call, every call auto-logged with recording and disposition.

Outcome
0 missed

Follow-ups past SLA

If the assigned rep doesn't act in time, the lead re-routes automatically. Nothing stays in a stale queue.

How Cratio routes leads

Four ways to match leads with the right rep. Mix any of them — the engine runs the moment a lead enters.

01 · Capability

Round-robin & weighted routing

Equal distribution for a fair team. Weighted rules when your top closer deserves the bigger share.

  • Round-robin — the next lead goes to the next available rep
  • Weighted rules when some reps close faster or handle premium accounts
  • Capacity caps — a rep at their daily limit stops getting routed to

Used by real-estate and ed-tech teams handling 100s of portal leads a day

Weighted · closer share
PN
Priya N.
Top closer
50%
AV
Arjun V.
Senior rep
30%
SK
Simran K.
Junior rep
20%
Weight · Last 100 leads
02 · Capability

Territory-based routing

Match leads to the rep who owns that city, pincode, or region — without a manager in the middle.

  • Route by city, pincode, or region pulled from the lead form
  • Match site-visit leads to the nearest field rep
  • Region teams get their own queues, not one shared pool

Matches how brokers, BFSI, and insurance teams already organise coverage

Territory · City pincode
Mumbai6 reps
Delhi NCR5 reps
Bengaluru4 reps
Chennai3 reps
03 · Capability

Source & skill rules

Different portals, different products, different teams. One engine handles all the branches.

  • Different rules per source — IndiaMART to Team A, Facebook to Team B
  • Route by product interest, budget, or lead value to the right specialist
  • Skill-based — senior reps get enterprise leads, juniors get starter queries

Mix any combination — source, geography, lead value, product interest

Routing rules · No-code
IFnew lead
Source = IndiaMART→ Team A
Source = Facebook Ads→ Team B
Budget ≥ ₹1Cr→ Senior reps
City = Mumbai · Site visit→ Field team
Else→ Round-robin pool
04 · Capability

Auto re-routing on inactivity

If a lead sits untouched past your SLA, the system picks it up and hands it to someone who will act.

  • SLA timer per rep — if no call or WhatsApp in X minutes, the lead re-enters the pool
  • Stale leads drop into the Recycle Bin and re-assign automatically
  • Manager gets a notification every time a re-routing fires

No lead sits in a queue just because someone forgot

SLA timer · Rep inactivity
15:00
until SLA
0 minLead assigned
5 minFirst call
15 minSLA reminder
30 minRe-route
CUSTOMER STORY
"

Lead assignment used to take 20 minutes per batch. Now it runs the second a form submits. SLA escalations and WhatsApp nudges run on their own — my team stopped chasing checklists and started closing.

HS
Anjali Rao · Ops head · Delhi NCR
RESULTS
faster lead response
47%
more connected calls
2.3×
missed follow-ups
0
FAQ

Lead distribution — common questions

Can't find your answer? Write to us at hello@cratio.co.

Round-robin, weighted, territory (city/pincode/region), source-based, and skill-based — used individually or combined. You can also set capacity caps per rep and SLA timers that trigger auto re-routing.

Never miss a
sales lead again.

Automate. Track. Close. One platform, three capabilities. Pay after go-live.

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