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Lead Routing & Sales Ops Automation - Case Study - RoboHen

How RoboHen automated lead routing and qualification for a B2B services company, improving response times and conversion rates with intelligent routing and automated follow-up workflows.

Industry

B2B Services

Function

Sales Operations

The Challenge

Inbound leads were arriving from multiple sources (forms, email, partner referrals), but routing and follow-up were inconsistent.

The team faced recurring problems:

leads routed to the wrong owner or left unassigned
slow response times due to manual triage
inconsistent qualification and enrichment steps
duplicate records across CRM and spreadsheets
limited visibility into where leads were getting stuck
missed SLAs and lost opportunities

As volume increased, the process became harder to manage without adding headcount.

The Approach

RoboHen redesigned the lead routing workflow to be explicit, measurable, and enforceable.

The workflow included:

standardized intake and normalization across sources
structured routing logic based on territory, segment, and rules
automated enrichment steps with AI assistance under guardrails
human review for edge cases and high-value leads
SLA timers, reminders, and escalation paths
clean audit visibility into every step and handoff

The solution integrated into the existing CRM without requiring replacement.

The Results

Response time improved significantly through automatic routing
Fewer leads fell through the cracks
Reduced manual triage workload for sales ops
More consistent qualification and follow-up execution
Increased visibility into conversion bottlenecks and handoff delays

Sales leadership gained predictable routing behavior and measurable pipeline hygiene.

Why It Worked

routing logic was made explicit and consistent
follow-up timing was enforced automatically
AI was used only for safe enrichment and summarization
humans remained in control for exceptions and high-value edge cases

Next Steps

After lead routing stabilized, the workflow was extended into:

meeting scheduling and pre-call preparation
lead recycling and re-engagement
handoff workflows between SDRs and AEs
reporting automation for pipeline visibility