Smart lead distribution

Route your best leads to your best closers, instantly

Customers go to the rep who owns their account in your CRM. New leads go to the next free rep, and the CRM learns who that is.

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Who owns this lead?

Two people fill in the same form on Acme's site. One is already a customer, one has never talked to Acme. Here's where each of them ends up.

Routing form

A customer asks for a meeting

Jonas works at Northwind, an Acme customer. He wants 40 more seats and fills in the sales form like anyone else.

Contact owner

Cal.com finds them in your CRM

Before any round robin, the route looks up northwind.eu in Salesforce. The account is there, and Martin Kerr owns it. HubSpot works the same way.

Booking page

Their account owner takes the call

Jonas sees Martin's times and nobody else's. He books Tuesday at 2:00 with the person who already knows his account.

No record

A new lead has no owner yet

Priya from Lumen fills in the same form. The lookup finds no account, contact or lead for lumen.dev, so the route falls back.

Round robin

The next rep gets it, and the CRM learns

Felix has the fewest meetings this week, so he takes the call. The booking creates Priya's lead in Salesforce with Felix as the owner, so her next request goes straight to him.

What happens around the route

The same form can skip the calendar, filter out bad fits and keep the queue fair.

Avoid long sales cycles

Instant meetings put a hot lead on a call now, not next week.

Avoid unqualified meetings

Qualify before the meeting, not after it wastes a rep's calendar.

No complaints about fair leads

Weight the round robin by seniority or close rate, not gut feel.
Daniel Westgarth

Daniel Westgarth

COO at Deel

Cal.com on Trustpilot: 4.5 starsCal.com on Product Hunt: 5 starsCal.com on G2: 4.5 stars
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How one of the top 5 fastest growing startups in history is using Cal.com for smarter routing

“At Deel over 2,000 team members use Cal.com for customer success, support, and sales. Deel's sales team has seen a 15% increase in close rates, along with enabling guests to join a call directly from the scheduling page whenever an agent was available.”

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