AE-BDR Lead Routing

Multi-step workflows managing handoffs between Account Executives and Business Development Representatives across regions and lead sources

Workflows in this Group

Key fields: hubspot_owner_id

Dependencies: Sales team territory assignments, Lead source classification

Domain Summary

This group manages handoffs between Account Executives and Business Development Representatives across multiple dimensions: geography (USA, EMEA), lead source (Event, Event Followup, Kiln), and process steps. The current architecture suffers from excessive fragmentation with 11 workflows performing essentially the same routing logic with minor variations.

Current Problems

• Artificial multi-step pattern splits single business process across paired workflows, creating unnecessary complexity
• Regional duplication (USA, EMEA) multiplies maintenance overhead without adding business value
• Source-specific workflows (Event, Event Followup, Kiln) create parallel routing paths that should be handled by conditional logic
• Re-enrollment workflow indicates poor original design that couldn't handle repeat scenarios
• Cloned workflow suggests ad-hoc expansion rather than systematic design
• No centralized routing logic makes territory management changes require touching multiple workflows
• Missing field references suggest incomplete workflow analysis or overly simple routing rules

Rearchitecture Approach

Consolidate all routing logic into a single comprehensive flow that uses conditional branching based on region, lead source, and routing step. Replace the artificial two-step pattern with immediate routing decisions. Implement territory-based assignment using Salesforce's native territory management rather than hardcoded regional workflows.

Recommended Automations

AE to BDR Lead Routing

Purpose: Route contacts from Account Executives to appropriate Business Development Representatives based on territory, lead source, and business rules

Trigger: Contact record update when AE initiates BDR handoff (likely through status change or owner reassignment request)

Entry Criteria Formula: N/A

Logic Overview: Evaluate contact territory (USA/EMEA/other), lead source (Event/Event Followup/Kiln/standard), and current assignment. Apply territory-based BDR assignment rules. Update contact owner, create handoff tasks, and trigger appropriate outreach sequences. Handle re-routing scenarios within same flow.

Replaces: Outbound - AE to BDR - Step 2 reassignment, Outbound - AE to BDR - Step 1 reassignment, Outbound - AE to BDR - Step 1 (re-renroll), Outbound - AE to BDR - Step 1 (EMEA), Outbound - AE to BDR - Step 2 (EMEA), Outbound - AE to BDR - Step 1 (Event), Outbound - AE to BDR - Step 2 (Event), Outbound - AE to BDR - Step 1 (Event Followup), Outbound - AE to BDR - Step 2 (Event Followup), Outbound - AE to BDR - Step 1 (USA) (cloned), Outbound - AE to BDR - Step 2 (Kiln)

Required Fields:

Migration Sequence

1. Map HubSpot territory assignment logic to Salesforce Territory Management
2. Create BDR_Handoff_Status field with appropriate picklist values
3. Build unified AE to BDR routing flow with all conditional logic
4. Test routing logic for each source type and region combination
5. Migrate active handoff processes from multi-step workflows
6. Deactivate all 11 original workflows after validation period

Architecture Diagram

flowchart TD
    A[Contact Update Trigger] --> B{AE Initiates BDR Handoff?}
    B -->|No| Z[End]
    B -->|Yes| C[Capture Previous Owner]
    C --> D{Determine Territory}
    D -->|USA| E[USA BDR Assignment Rules]
    D -->|EMEA| F[EMEA BDR Assignment Rules]
    D -->|Other| G[Default BDR Assignment Rules]
    E --> H{Lead Source Type}
    F --> H
    G --> H
    H -->|Event| I[Apply Event-Specific Rules]
    H -->|Event Followup| J[Apply Event Followup Rules]
    H -->|Kiln| K[Apply Kiln-Specific Rules]
    H -->|Standard| L[Apply Standard Rules]
    I --> M[Assign to Target BDR]
    J --> M
    K --> M
    L --> M
    M --> N[Update Handoff Status]
    N --> O[Create Handoff Task]
    O --> P[Trigger BDR Outreach Sequence]
    P --&gt; Q[End - Success]</code></pre>