Insurance brokerages that assign leads by hand from a shared inbox lose hours on every lead. Automated routing by territory, industry and deal size, with round-robin balancing and SLA escalations, gets each lead to the right rep in about 30 seconds.
Typical results
2%
SLA breaches, down from 23%
22%
Lead-to-quote conversion
24/7
Routing, nights and weekends
Figures reflect typical results for this kind of automation.
The challenge
Hundreds of weekly leads from web forms, aggregators, and phone calls landed in one shared inbox. A coordinator assigned them manually — territory lookups, gut-feel balancing, four hours of average lag, and next-morning assignments for anything after 3 PM. Fast-moving prospects bought elsewhere, some reps drowned while others starved, and 23% of leads breached the response SLA.
Before and after
Lead assignment time
−99%Leads breaching response SLA
−91%Lead-to-quote conversion
+22%The automation
We built a routing engine in Make that fires the moment a lead arrives from any source. Rules match territory by postal code, industry by form data and enrichment, and deal size by estimated premium; round-robin logic then assigns the lead to the next rep inside that segment, weighted by workload. An SLA timer starts on assignment — if the lead is untouched past the window, it escalates to the sales manager with a full timeline.
How it works
- 01
One intake queue
Web forms, aggregator feeds, and call-in leads all flow into a single entry point.
- 02
Segment match
Territory by postal code, industry from form data, and deal size by estimated premium.
- 03
Round-robin assignment
The lead goes to the next rep in the segment, weighted by current workload.
- 04
SLA timer
A response clock starts the moment the lead is assigned.
- 05
Escalation
Untouched leads bounce to the sales manager with a complete timeline.
Starts from
- Website forms
- Call-in leads
Delivers
- Assigned rep
- SLA escalation
- Routing analytics
The impact
Leads now reach the right rep in 30 seconds, around the clock. SLA breaches fell from 23% to 2%, first responses come in under 90 minutes, and lead-to-quote conversion climbed from 18% to 22%. The coordinator role shifted from traffic cop to pipeline analyst.
Questions about this automation
How does the routing engine pick the right rep?
Each lead is matched to a segment by postal code territory, industry from the form or enrichment data, and estimated premium. Inside that segment, round-robin logic assigns it to the next rep, weighted by how many open leads each rep already holds, so the workload stays balanced across the team.
Which lead sources can feed the routing engine?
Website forms, aggregator feeds and call-in leads logged by staff all flow into one intake queue. The routing runs in Make, so any source that offers a webhook, an API or an email notification can be added later. Every lead keeps its original source, which keeps channel reporting accurate.
What happens when a rep doesn't respond in time?
An SLA timer starts the moment a lead is assigned. If the rep hasn't acted when the window closes, the lead escalates to the sales manager with a full timeline showing when it arrived, who received it and what has happened since. The manager can then reassign it or follow up directly.