Lead-to-Account Matching and Routing Software


Lead-to-Account Matching and Routing Software Overview

What is Lead-to-Account Matching and Routing Software?

Lead-to-account matching and routing software automates the matching of leads to the correct account and then routes the lead to the appropriate sales representative for follow-up. CRM (Customer Relationship Management) software includes basic matching and routing capabilities.

Matching and routing software products are available that integrate with the user’s CRM, providing additional features and support for complex workflows. Some CRM vendors offer the flexibility to build your matching and routing solution within their products.

Lead-to-account matching software uses algorithms, data dictionaries, machine learning, and natural language processing to determine whether the lead is a good match for an existing account and if so, identifies the best match.

Lead routing software filters and prioritizes leads as part of the routing process. Automated lead routing rules can be customized by a variety of criteria:

  • lead source

  • lead score

  • Product

  • sales rep availability

  • ‘Next-in-line’

  • territory (geographical location)

  • Industry

  • business unit

  • company size

  • deal size

The lead can be routed to a sales representative, account owner, customer success manager, round-robin sales team, or anyone else deemed appropriate. The lead can be automatically reassigned if not followed up within a designated time frame. Some routing software can be integrated with cloud-calling solutions that provide the ability to call the leads from the routing software.

Fully automated lead-to-account matching and routing software improves accuracy and reduces lead follow-up time, ultimately enhancing revenue flow. This software is essential for businesses with a high volume of leads. It is used in revenue operations by sales development representatives and account executives.

Lead-to-Account Matching and Routing Software Features

Common features across lead-to-account matching and routing software include:

  • Lead-to-account Matching and Routing Engines

  • Realtime Sales Rep Assignments and Notification

  • Custom Matching and Routing Rules Based on Account and Lead Characteristics

  • Drag/Drop Tools to Build Complex Lead Matching and Routing

  • Data Management - Identifies and Removes Duplicate Leads and Accounts

  • Lead Auto-Reassignment

  • Lead Matching and Routing Audit Trail

  • Analytics – Lead Distribution and Response Times, Sales Rep Performance

  • CRM Integration

  • Cloud-calling Integration

  • Workflow Management integration

Lead-to-Account Matching and Routing Software Comparison

Consider the following when implementing lead-to-account matching and routing software:

  • Implementation Options: Depending upon your current CRM system, there are three ways to take advantage of lead-to-account matching and routing software; utilize the features already present in your CRM, build more robust matching and routing software into your current CRM, or purchase a product that will integrate into your CRM. If you will be deploying a new CRM, investigate its matching and routing features to ensure they meet or have the flexibility to meet your requirements in this area.

Pricing Information

Entry-level pricing starts at around $25 a month per user, with a minimum number of licenses required to be purchased. Company-wide licensing starts at $500 a month depending upon the number of users and the range of features included.

Some vendors base pricing on the number of contacts supported, for example, 10,000 contacts for $1,000 a month. Others base pricing on the number of users, for example, 100 users for $2,259 a month. Free trials are sometimes available.

Lead-to-Account Matching and Routing Products

(1-10 of 10) Sorted by Most Reviews

Chili Piper

Chili Piper

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Chili Piper is a suite of automated scheduling tools designed to help revenue teams convert more leads into qualified meetings. Its intelligent Concierge form scheduler offers a way for inbound leads to book a meeting or start a phone call immediately after submitting a form on a…


Openprise is a data automation solution designed to help business users manage and share big data and create do-it-yourself automation directly from those data. The vendor says Openprise requires no software to deploy and no coding needed; it is designed so that users who are familiar…

RingLead Route

RingLead, now from ZoomInfo (acquired September 2021) is a cloud-based data orchestration platform that offers a unified suite of solutions to dedupe, standardize, normalize, segment, score, match leads-to-accounts, enrich and route CRM and marketing automation data. RingLead Route…

Lane Four

Lane Four is an account-based lead management app on the Salesforce AppExchange that bridge the gap between marketing automation and Salesforce. Numerous SaaS clients are currently using our app to boost their ABM strategies, manage rapid growth, and scale Salesforce across their…


LeadAngel is a lead management system that offers a range of tools and technologies to solve the most complex of Lead Routing challenges, Data Standardization, Company Name fuzzy matching and Segmentation.


Syncari unifies, intelligently augments, and enforces quality of customer data, then makes it available within your departmental applications through modern multidirectional synchronization. The Data Automation Platform helps businesses solve costly data inconsistencies by treating…

Traction Complete

Traction Complete develops software that enhances the native capabilities and functionality of Salesforce, with a complete suite of solutions for effortless account hierarchies and simplified, seamless lead management.

Distribution Engine ( by NC Squared )

Distribution Engine is a rules-based lead assignment engine that ensures your Leads, Opportunities, Contacts (or any standard or custom SFDC object) are automatically distributed to the right team member at the right time. The product is designed for sales operations to easily…


Align.ly builds simple, intuitive Salesforce applications to help B2B RevOps professionals be more productive and effective. Align.ly currently has two products on the Salesforce AppExchange: Align.ly Lead-to-Account and Align.ly Attribution.

CommPeak Lead Routing

A solution to optimize agent and other employee productivity with intelligent matching. Every organization or department struggles to figure out how to efficiently and effectively distribute hundreds of leads, tasks, and tickets every day. CommPeak Lead Routing automatically matches…

Frequently Asked Questions

What does Lead-to-Account Matching and Routing Software do?

Lead-to-account matching and routing software matches the lead to an existing customer account if possible and routes the lead to a designated individual based upon pre-defined rules. These functions are usually integrated into a CRM system.

What are the benefits of using Lead-to-Account Matching and Routing Software?

Benefits of using lead-to-account matching and routing software include:

  • Enhanced Revenue Flow: Automated matching helps expedite lead follow-up. Improved response times increase conversions while avoiding mistakes, lost leads, and missed opportunities.
  • Improved Customer Experience and Engagement: Correct lead-to-account matching provides sales reps with a complete account history. This eliminates duplicate calls and avoids the awkwardness and inefficiency of ‘cold-calling’ existing customers.
  • Increased Productivity and Efficiency: Reduced manual intervention frees up resources for more productive activities. Eliminating duplicate leads facilitates following up on a larger number of leads and defined targeting results in more effective lead routing.
  • Improved Performance: Analytics and intelligence support data-driven performance improvement initiatives.

How much does Lead-to-Account Matching and Routing Software cost?

Pricing is based on the range of features provided, the number of users or contacts, or on a company-wide licensing basis. The costs can range from $25 a month per user to $500 a month or more.