Quick Summary
We compare the 16 best Salesforce lead routing software solutions to help sales teams assign incoming leads quickly and accurately within the Salesforce CRM system. We will cover key features, pros and cons, and pricing to help you make an informed decision suited to your needs.
Shortlist
| Tool | Best For | Starting Price | Key Strength |
| Kubaru | Large sales, support and/or operations teams using Salesforce | $20/user/month | Fully native Salesforce routing automation with clear visibility and custom logic |
| LeanData | Large businesses managing complex lead-to-account routing | Custom pricing | Enterprise-level lead matching and advanced workflow customization |
| Chili Piper | High-velocity sales teams prioritizing meeting scheduling | From $30/user/month | Real-time lead routing with instant scheduling and rep assignment |
Struggling to Find the Right Salesforce Lead Routing Software?
With a bazillion tools claiming to “automate lead distribution,” choosing the right tool can be overwhelming. Some are Salesforce-native, others are external integrations, and pricing can vary wildly. As a B2B brand with a large sales team, your goal is to get leads to the right reps quickly and fairly.
This guide from Kubaru will help you pick the right software and boost conversion rates.
Why Listen to Us?
At Kubaru, we live and breathe Salesforce lead routing automation.
We’ve analyzed every major lead routing tool for ease of use, case routing efficiency, territory management bottlenecks, pricing fairness, scalability, and more. This guide is based on real-world experience from a top native Salesforce lead assignment platform that has managed thousands of leads daily for close to a decade.
What Is Lead Routing Software?
Lead routing technology is a tool that automatically assigns incoming leads to the right sales representatives based on predefined rules such as location, lead score, or industry. The best Salesforce lead routing tools ensure that every lead goes to the right person instantly, fairly, and without duplicates. This helps sales teams boost productivity and close rates.
10 Best Salesforce Lead Routing Software
| Tool | Key Features | Best For | Pricing |
| Kubaru | 100% Salesforce-native with fast set-up and automation flexibility | Teams looking for a native and scalable Salesforce routing solution | $20/user/month |
| LeanData | Enterprise routing with advanced lead-to-account matching | Large enterprises needing complex routing workflows | Custom pricing |
| Traction Complete | Lead-to-account matching and assignment automation | Mid-sized businesses | Custom pricing |
| Chili Piper | Instant lead routing and meeting bookings | High-velocity sales teams | Starts at $22.50 per user/month |
| Distribution Engine | Weighted round robin, load balancing, scheduling engine, fallback rules | Enterprise teams needing deep control and complex logic | Starts at $20 per user/month |
| Q-assign | Queue-based routing, capacity limits, skill-based mapping, holiday scheduling | Medium to large teams | $38 per user/month |
| Plauti | Rules-based routing, load balancing, validation integration, scheduled assignment | Mid-sized businesses | Custom |
| PowerRouter | Visual flow builder, fallback sequencing, round-robin engine, multi-step automation | SMB–mid-market teams | Starts at $15 per user/month |
| RingLead (ZoomInfo) | Account-based routing, route logs and activity tracking, data cleaning and enrichment | Data-driven sales teams | Custom pricing |
| Lead Angel | Lead-to-account matching, territory management, fuzzy matching, hierarchy logic | Account Based Marketing (ABM) teams | Custom pricing |
1. Kubaru
Kubaru is clearly the overall best Salesforce lead routing software for serious sales teams. It’s a secure, fully native Salesforce lead routing solution that helps teams distribute leads quickly, fairly, and intelligently.
It automates complex routing logic without requiring code, ensuring every lead reaches the right rep in seconds. Kubaru lives entirely inside Salesforce, so there’s no need for external integrations.
Additionally, Kubaru can assign any object in Salesforce, such as leads, cases, accounts, and other records instantly. You won’t be stranded with objects that Salesforce assignment rules don’t support.
Key Features
- Native Salesforce solution: Enjoy lead routing freedom right inside Salesforce without requiring external integrations.
- Round robin distribution: Assign leads and cases instantly to an available sales rep and adjust user weights.
- Territory assignment: Create and edit territories easily for your reps based on countries, states, or zip codes.
- Shark tank assignment: Allow your users to claim leads or cases quickly before they grow cold.
- Duplicate matching rules: Improve speed-to-lead by assigning duplicates to the same user.
Pricing
Kubaru charges only $20/user/month, a simple, predictable pricing structure with no hidden fees.
Check out our pricing page to see all the features included in this all-inclusive flat price.
Pros
- Customizable routing logic (round-robin, weighted, or territory-based)
- Quick setup and user-friendly UI
- Flat, transparent pricing that scales predictably
- 100% native to Salesforce, no data syncs, no high security risks
- Edit directly without system admin privileges in Salesforce
Cons
- No integrations with other CRMs currently
- Advanced configurations may require initial admin setup (but there’s free support to help with that).
2. LeanData
LeanData is an enterprise-grade Salesforce lead distribution powerhouse for complex sales routing. It helps large businesses with complex routing needs map routing logic across multiple teams, regions, and business units with its simple visual FlowBuilder.
It’s renowned for its intelligent GTM (go-to-market) orchestration that works well with any apps you might already be using.
Key Features
- Visual workflow builder: Route leads easily using the drag-and-drop FlowBuilder.
- Intelligent automation: Set automated workflows based on conditions like territory, lead source, or product interest.
- Scheduling automation: Create and automate scheduling workflows to allow prospects to book meetings with your reps.
- Advanced Analytics: Build custom reports on routing data and audit logs.
Pricing
LeanData offers custom pricing based on your company’s needs.
Pros
- Highly customizable for large organizations
- Deep analytics and integration support
- Ideal for multi-layered routing rules
Cons
- Steep learning curve for new admins
- Custom pricing may be prohibitive for SMBs
3. Traction Complete
Traction Complete stands out for companies that want both lead routing and data intelligence. Built natively on Salesforce, it helps teams clean, enrich, and route data.
Traction’s AI-based routing capabilities ensure accuracy before leads hit your reps’ queues. It’s ideal for companies that need dynamic data-driven routing.
Key Features
- Automated matching and routing: Match incoming leads to the correct accounts and sales reps in real-time.
- SLA management: Enforce service-level agreements with rep response timers and dashboards.
- Customizable flows: Create and manage tailored routing and assignment workflows.
- Mass deduplication: Identify, match, and merge duplicate records across Salesforce objects.
Pricing
Traction Complete charges custom prices based on product choice and volume.
Pros
- Strong data enrichment and hygiene tools
- Great for account-based sales models
- Powerful analytics with live dashboards
Cons
- Pricing not transparent
- It can feel like overkill for small teams with simple routing needs
4. Chili Piper
Another powerful Salesforce lead assignment tool worth a shot is Chili Piper. The platform routes and books inbound meetings automatically.
It connects prospects to the right rep and schedules demos in seconds. Chili Piper is a good fit for high-velocity inbound sales teams prioritizing automated appointment scheduling.
Key Features
- Real-time Routing: Send leads to the correct sales rep automatically based on account ownership or custom fields.
- Form Concierge: Qualify, route, and schedule leads directly from your web form, in-app, or G2.
- Multi Round-robin: Sync calendars across teams to close deals that need more than one person faster.
- Chat AI: Qualify traffic, answer buyer questions, and book meetings 24/7.
Pricing
Chili Piper routing prices start at $30/user/month.
While they have a $15 plan, it’s for scheduling, not routing strictly.
Pros
- Excellent for speed-to-lead improvement
- Super easy to use for prospects
- Integrates easily with form submissions
Cons
- Expensive compared to other software
- More of a scheduling tool than a pure routing engine
5. Distribution Engine
The next contender for the best Salesforce lead routing software is Distribution Engine, owned by NC Squared. It’s a long-standing Salesforce-native routing tool known for reliability and deep configuration options.
It supports dynamic assignment logic for large teams with complex needs. Distribution Engine is ideal for enterprises that want full control and flexible balancing methods.
Key Features
- Intelligent and Flexible Automation: Create bespoke routing workflows which you can set and forget or tinker anytime.
- Weighted round robin: Balance workloads by rep capacity and priority.
- Scheduling engine: Route leads only when reps are available.
- Fallback rules: Prevent assignment gaps by auto-recovering failed routes.
Pricing
Distribution Engine offers three plans.
- Starter $20 per user/month
- Advanced $35 per user/month
- Unlimited $55 per user/month
Pros
- Highly configurable, so it fits many unique scenarios
- Enterprise-ready logic for large teams
- Comprehensive analytics for easy performance monitoring
Cons
- User experience complex is for advanced configurations
- Limits working hours, which frustrates reps
6. Q-assign
Q-assign is a Salesforce routing tool built on queues, making it simple, predictable, and easy to manage.
It works well for teams using capacity limits to distribute work. The platform is best for companies that prefer a lightweight configuration solution over heavy customization.
Key Features
- Queue-based routing: Simplifies assignments using native Salesforce queues.
- Capacity management: Sends leads only to reps with available bandwidth.
- Skill-based mapping: Matches leads to reps with the required expertise needed to handle specific cases.
- Any Object: Creates an automated assignment system for any object, including custom objects.
Pricing
Q-assign’s standard plan costs $38 per user/month, and they use custom volume-based pricing for larger teams.
Pros
- Code-free lead assignment
- Scalable, great fit for fast-growing enterprises
- Advanced lead assignment capabilities
Cons
- Complex to set up advanced automations
- Expensive for smaller brands
7. Plauti
Another top Salesforce routing software is Plauti. The platform automates the assignment of various records, including leads, cases, and opportunities.
It combines routing with validation, merging, and data hygiene capabilities. The tool works well for businesses wanting a single platform for both routing and clean CRM data.
Key Features
- Rules-based routing: Builds flexible assignment logic without complex scripting.
- Team load balancing: Distributes leads evenly to improve rep performance and avoid sales team conflicts.
- Validation integration: Ensures only high-quality leads get routed.
- Scheduled assignment: Automates time-based distribution for global teams.
Pricing
Plauti uses a custom pricing approach based on your company’s needs.
Pros
- Strong data tools for cleansing, profiling, and management.
- Simple interface that non-techies can grasp
- Wide customization options
Cons
- Expensive for small businesses
- Steep learning curve for complex configurations
8. PowerRouter
PowerRouter is a fast, flexible lead routing platform designed for teams that want visual logic without complexity.
It helps automate multi-step routing paths and fallback logic. PowerRouter is a great match for SMB and mid-market Salesforce teams.
Key Features
- Visual flow builder: Lets users design routing logic with drag-and-drop ease.
- Fallback sequencing: Prevents routing failures by chaining backup actions.
- Round-robin engine: Assigns leads fairly to improve response times.
- Multi-step automation: Supports sequential routing across multiple teams.
Pricing
PowerRouter offers three plans.
- Starter $15 per user/month
- Growth $25 per user/month
- Enterprise $35 per user/month
Pros
- Very easy setup
- Highly scalable for growing businesses
- Includes CRM, sales automation, and customer service
Cons
- Steep learning curve
- Limited enterprise depth
9. RingLead (ZoomInfo)
RingLead, now ZoomInfo, focuses on data quality and enrichment before routing leads. It automates data cleansing, deduplication, and lead-to-account matching, ensuring that every routed lead is accurate and actionable.
RingLead enhances lead quality and accelerates response times by combining routing, data enrichment, and segmentation into one unified workflow.
Key Features
- Data Deduplication: Clean and merge duplicate records automatically to maintain CRM data hygiene.
- Lead-to-Account Matching: Identify and link leads with existing accounts for better alignment between sales and marketing.
- Data Enrichment: Enrich your leads with firmographic and demographic data from ZoomInfo’s extensive database.
- Advanced Segmentation: Build targeted campaigns and territory assignments using real-time, enriched data.
Pricing
RingLead uses a custom pricing structure.
Pros
- Data deduplication improves lead quality.
- Highly customizable routing logic to match unique sales structures
- Enhances sales productivity by reducing manual data cleaning.
Cons
- Pricey for small and mid-sized businesses
- Requires a ZoomInfo subscription
10. LeadAngel
LeadAngel offers advanced routing capabilities focused on fuzzy matching, account hierarchy mapping, and territory management.
It’s built for B2B teams that rely heavily on account-based assignment. Companies with layered, multi-region routing requirements appreciate LeadAngel’s advanced capabilities.
Key Features
- Lead-to-account matching: Aligns leads with existing accounts for better context.
- Territory management: Route leads using geographic or organizational territories.
- Fuzzy matching: Identifies leads even with inconsistent data.
- Account hierarchy logic: Routes by parent-child account relationships to send leads to the right enterprise or regional team.
Pricing
LeadAngel offers custom pricing based on features and user scale.
Pros
- Powerful ABM routing
- Handles complex routing needs for growing businesses well
- Low-code drag-and-drop interface for simple customization
Cons
- High cost for small businesses
- Complex routing logic can be confusing
Other Notable Salesforce Lead Routing Tools
Here are a few more options worth considering:
| # | Tool | Description |
| 11 | HubSpot Sales Hub | Supports simple Salesforce-connected routing. |
| 12 | RevenueHero | AI-enhanced qualification and routing platform. |
| 13 | Full Circle Insights | Combines lead routing with funnel analytics. |
| 14 | CaptivateIQ | Connects routing to commission workflows. |
| 15 | Router.ai | Uses AI to route and score leads. |
| 16 | Salesbolt | Combines lead capture, enrichment, and routing within Salesforce and LinkedIn. |
How to Choose the Right Salesforce Lead Routing Software
Here are quick tips to help you pick the right Salesforce lead routing tool:
1. Evaluate Your Routing Needs
Start by defining your routing needs. Do you require a simple round-robin distribution? Then, basic Salesforce built-in assignment rules might suffice. However, if you need to route based on multiple criteria, you need advanced solutions like Kubaru that support multi-layered logic and conditional workflows.
2. Consider your Budget and Costs
Pricing varies widely among tools.
Some charge:
- Per user
- Platform fees
- Data fees
- License fees
Consider both the upfront license costs and potential add-ons for premium features. If you are scaling rapidly, predictable pricing, like Kubaru’s flat monthly fee, will help you plan without surprises.
3. Salesforce Integration Depth
Not all routing tools integrate equally with Salesforce. Salesforce-native tools like Kubaru and Traction Complete live within your CRM. This means no external syncing delays. Non-native tools such as RingLead may require cumbersome APIs, which can cause sluggish performance.
4. Set up and Maintenance
Ease of setup can make or break adoption. Some enterprise-grade systems, like LeanData, offer powerful visual routing flows but take longer to configure. Kubaru’s design allows for quick installation and minimal admin overhead. Also, consider how easy it is to update routing rules as your sales team grows. What starts simple today can become complex tomorrow.
5. Scalability of Plans
Your lead routing requirements will grow as your sales team and lead volume increase. Ensure the software you pick can handle growth. Can the platform accommodate higher data throughput, more territories, and complex hierarchies in the future without performance issues?
Assign More Leads Faster at a Lower Price With Kubaru
In summary, using standard Salesforce lead assignment rules or a slow and rigid tool will cost you leads, time, and money. Smart modern brands want a fully automated, fast, and scalable lead routing solution. Kubaru ticks all the boxes and strikes the perfect balance between simplicity and power.
👉 Ready to experience dynamic Salesforce lead routing? Book a personalized demo now!
