Do we need a lead allocation tool if our CRM already routes leads?

What your CRM’s routing rules decide

A CRM routes a new lead by rules someone on your team set up. Each rule narrows the set of agents who are allowed to take the lead.

When the rules leave one agent, there is nothing more to decide. When they leave several, the CRM still has to pick one, and it picks by turn, idle time or a fixed order. That last pick ignores what your own results show about who closes which kinds of leads. Why agents close at different rates on the same leads.

What predictive pairing adds

Predictive pairing makes that last pick. Of the agents your rules allow, it chooses which one works the lead, from your floor’s own history.

It works only inside the group your rules already chose. A lead that needs a licensed agent still goes to a licensed agent, and a lead owned by one territory stays in that territory. How the four ways of allocating leads compare.

What stays in the CRM

• Lead records, stages, ownership and reporting.
• Every routing rule you run today, including licence, territory and language.
• The screens your agents use and the way they work a lead.
• Consent, do-not-call and every other contact rule, which stay with your compliance team.

People make every call. BestPair never dials, calls, texts or contacts anyone, and it does not decide whether a lead is called, what is offered or what the agent says.

How assignments reach your agents

The assignments go through the systems your floor already uses, so agents keep the screens they know. How that works for your CRM and dialer is part of the fit call, because it depends on how leads are loaded today. For collection floors, the delivery routes are set out on which dialers BestPair works with.

When your CRM’s rules are enough

• Every lead has one owner. If territory or account ownership leaves a single agent for each lead, there is no choice to improve.
• Your agents close at about the same rate on the same kinds of leads. Then there is little to match. Often nobody knows until the history is read.
• Most leads have already decided to buy. Those tend to close with whoever answers.
• Too few agents or too little history to tell skill from luck.

If none of these apply, the way to find out what pairing adds is to test it against your CRM’s current routing. Split leads at random as they arrive, route one group by pairing and the other by your current rules in the same weeks, and compare sales per contact. How to prove a lead routing change raised sales.