How to Automate Lead Routing from Website to CRM

Speed-to-lead is the single most predictive factor in conversion rates. Research consistently shows that responding to a lead within five minutes makes you 21 times more likely to qualify that lead compared to responding after 30 minutes. Yet the average B2B company takes 42 hours to respond to a web lead. The gap is not laziness -- it is process failure. Leads arrive via web forms, get dumped into a shared inbox or a CRM with no assignment, and sit there until someone remembers to check. Automated lead routing closes that gap permanently.

This tutorial shows you how to build an end-to-end lead routing system that captures form submissions, enriches the lead data, scores it, assigns it to the right rep, and sends instant notifications, all within 60 seconds of the form being submitted.

Step 1: Standardize Your Lead Capture Points

Leads enter through multiple channels: contact forms, demo request pages, gated content downloads, chat widgets, and trade show badge scans. Each needs to feed into a single pipeline. For web forms, use a form builder that supports webhooks -- Typeform, Gravity Forms, HubSpot Forms, or even a simple HTML form with a webhook endpoint.

The key fields to capture at minimum: email address, full name, company name (for B2B), and the source page URL (tells you what the lead was looking at when they converted). Optional but valuable: phone number, company size, and a qualifying question like "What is your biggest operational challenge?" This last field feeds directly into your routing logic.

Configure every form to send a webhook POST to your Make.com scenario when submitted. This gives you a real-time trigger instead of relying on polling intervals.

Leads are enriched, scored, and routed to the appropriate team member or nurture sequence

Step 2: Enrich the Lead Data

Raw form data is often insufficient for intelligent routing. After the webhook fires, the next module in your scenario enriches the lead by looking up additional information. Use a data enrichment API like Clearbit, Apollo.io, or ZoomInfo. Pass the lead's email address, and receive back: company size (employee count), industry, annual revenue estimate, job title, and LinkedIn profile URL.

This enrichment step transforms a name and email into a complete lead profile. A lead from a 500-person manufacturing company requires very different handling than a lead from a 5-person startup. The enrichment data feeds directly into your scoring model.

Step 3: Build the Lead Scoring Model

Lead scoring assigns a numerical value (0-100) to each lead based on how well it matches your ideal customer profile and how engaged the lead is. Build a simple additive scoring model:

• Company size 50-500 employees: +25 points (your sweet spot)
• Industry matches your verticals: +20 points
• Job title includes Director, VP, or C-level: +15 points
• Submitted from a high-intent page (pricing, demo request): +20 points
• Submitted from a low-intent page (blog post, resource download): +5 points
• Company revenue above $5M: +15 points
• Free email domain (gmail.com, yahoo.com): -10 points

Implement this in Make.com using a series of Set Variable modules that check each condition and accumulate the score. Store the final score on the CRM contact record for future reference and reporting.

Step 4: Configure Assignment Rules

With a score calculated, use a Router module to split leads into three or more paths. High-score leads (70+) go to your senior closers or a named account executive if the company matches a target account list. Mid-score leads (30-69) enter a round-robin assignment that distributes evenly across your sales team. Low-score leads (under 30) bypass sales entirely and enter an automated nurture email sequence.

For round-robin assignment, maintain a counter in a Make.com data store or Airtable base that tracks which rep received the last lead. Increment the counter with each assignment and loop back to the first rep when you reach the end of the roster. Account for out-of-office reps by checking their availability status before assignment.

Territory-based routing is another common model. If your sales team is organized by geography, use the enriched company address or the lead's IP-derived location to route to the appropriate territory owner. In Make.com, match the state or region against a lookup table of territory assignments.

Step 5: Create the CRM Record and Notify

After determining the assigned rep, create or update the contact in your CRM. In HubSpot, use the "Create/Update Contact" module with the enriched fields mapped to your CRM properties. Set the contact owner to the assigned rep, the lead source to the specific form, and the lead score to the calculated value. Create an associated deal if the lead score is above your threshold.

Simultaneously, send the assigned rep an instant notification. The most effective channel is Slack for teams that live in it, or SMS for field sales reps. The notification should include: lead name, company, job title, lead score, the page they converted on (this is their intent signal), and a direct link to the CRM record. A well-crafted Slack notification looks like this:

"New lead assigned to you: Jane Smith, VP of Operations at Acme Manufacturing (Score: 82). Converted on: Pricing Page. CRM record: [link]. Recommended action: Call within 5 minutes."

Assigned reps receive instant alerts through Slack, SMS, and CRM task creation

Step 6: Add the Follow-Up Safety Net

Even with instant notifications, leads fall through cracks. Build a safety net scenario that runs every hour and checks for leads assigned more than 30 minutes ago that have no logged activity (no call, no email, no note) in the CRM. Send a follow-up alert to the rep and, if the lead is still untouched after two hours, escalate to the sales manager with a message: "High-priority lead [Name] from [Company] has been uncontacted for 2 hours."

This accountability layer is what separates automated lead routing from simply dumping leads into a CRM. It ensures that every lead receives timely human attention.

Step 7: Measure and Optimize

Track four key metrics monthly: average speed-to-first-contact (target: under 5 minutes for high-score leads), lead-to-opportunity conversion rate by score band, lead-to-opportunity conversion rate by assigned rep, and routing accuracy (percentage of leads that needed to be manually reassigned). Use these metrics to refine your scoring model quarterly. If leads scoring 50-60 are converting at the same rate as leads scoring 80+, your scoring weights need recalibration.

For businesses that need to automate what happens after the lead converts to a customer, see our order-to-cash automation guide. And for connecting your lead data to automated reporting, check out our tutorial on weekly report generation. You can also explore data entry automation to eliminate manual CRM updates entirely.