Lead Routing Policies

What is a Lead Routing Policy?

A Lead Routing Policy is a reusable configuration that controls how incoming leads are qualified, distributed, and assigned to team members in Bonzo. Instead of configuring routing rules separately for each webhook or import source, you define a policy once and apply it to multiple sources.

Key points to cover:

• Replaces the need to configure native routing per webhook individually
• Can be applied to multiple sources (webhooks, imports, and others as they are added*)
• Controls who leads are assigned to, how they are distributed, what campaign and pipeline stage they enter, and what happens when capacity limits are reached
• Available under Settings → Company → Lead Routing Policies

*At launch, Lead Routing Policies can be applied to webhooks only. Support for additional sources (imports, call & text routing, and others) is planned for future releases.

Where to Find Lead Routing Policies

From your dashboard, navigate to Settings → Company → Lead Routing Policies.

This page is where you create, edit, duplicate, archive, and monitor all of your policies. Each policy appears as a card showing its current status, distribution method, assignee count, connected sources, and quota usage.

Permissions Required

Two internal permissions control access to Lead Routing Policies, found under Internal Permissions in user settings:

• View Lead Routing Policies — allows the user to view the Lead Routing Policies page and all policy cards
• Update Lead Routing Policies — allows the user to create, edit, duplicate, reset quota, and archive policies
• Manage Bulk Reassign with Lead Routing Policy — allows the user to redistribute prospects in bulk via a Lead Routing Policy from the People tab

Default permission behavior:

• Team members — both permissions are disabled by default
• Team leads — both permissions are enabled by default
• Super Users — all three permissions are enabled by default

Permissions can be customized per user via the Role and Custom columns in the Internal Permissions settings. A user with View but not Update can see policies but cannot make any changes. A user with neither permission cannot access the Lead Routing Policies page at all.

How Lead Routing Policies Work

When a lead arrives through a connected source, the policy takes over routing. Here is the sequence:

1. Qualify — the lead is checked against the policy’s qualification criteria, if any are configured.
2. Distribute — qualifying leads are assigned to a team member based on the distribution method.
3. Check capacity — the system confirms the assignee has room under their quota.
4. Assign — the lead is delivered along with the configured campaign and pipeline stage.
5. Overflow — if no one has capacity, the policy applies the configured overflow rule.

💡 Good to know

Qualification criteria are optional. If none are configured, every lead from the connected source is routed by the policy. If a lead does not match any criteria, it is assigned to the owner of the webhook and the policy is skipped.

📌 Source availability

Lead Routing Policies can be applied to webhooks today. Support for additional sources, such as imports and call & text routing, is planned for future releases.

Creating a Lead Routing Policy

Where: Settings → Company → Lead Routing Policies → Create Policy

The creation/edit form has Policy Name and Description fields at the top, followed by three tabs:

Routing Rules tab

Policy name — must be unique within your account

Description — brief summary of what the policy is for

Lead Distribution Method — choose one:

• Round Robin — distributes leads equally in sequence to all assignees (displayed as "Equal Distribution" on the policy card)
• Weighted Distribution — assigns leads based on weighted percentages for each assignee

Qualification Criteria — optional filters that determine which leads the policy applies to

• Add one or more condition groups using the + Add Condition button
• Each condition consists of three parts: a field (e.g. State), an operator (e.g. Is Equal), and a value (e.g. WI)
• Within a group, all conditions use AND logic (all must match)
• Between groups, OR logic applies — use the + Add Condition Group (OR) button to add additional groups; the first matching group wins

Assignees — select the team members leads will be routed to. Assignees can span multiple teams — for example, a policy configured at the SU/enterprise level can include members from different child teams.

Campaign — optionally select a campaign for leads matching that condition group

Pipeline Stage — optionally select a pipeline stage for leads matching that condition group. Each condition group can have its own campaign and pipeline stage, allowing different routing outcomes based on which criteria a lead matches

Quota Management tab

This tab is where you configure quota limits for each assignee and set the reset schedule. Any assignees added on the Routing Rules tab will appear here automatically.

Quota Reset Schedule — how often the quota counter resets to zero:

• Never — counters only reset when manually triggered
• Daily — resets at a specified time of day
• Weekly — resets on a specified day of the week and time of day
• Monthly — resets on a specified day of the month and time of day

Assignees Quota Limits — set a fixed lead limit for each assignee per reset period

• Round Robin: enter a fixed number of leads per assignee.
• Weighted Distribution: enter a percentage for each assignee. A Total row at the bottom shows the running percentage total, displayed in green when it reaches exactly 100%.
• Manual Reset — a Manual Reset button is available directly on this tab to reset all assignee counters to zero immediately, outside of the scheduled cycle. Manual reset is also available from the ellipsis menu on the policy card on the main page.

Important: Quotas are tracked at the policy level and aggregated across all connected sources. This means an assignee's quota limit applies regardless of which source (webhook, import, API, etc.) a lead comes through — ensuring consistent limits no matter how leads enter the system

Overflow Rules tab

This tab defines what happens when quota limits are reached. The section is labeled "Overflow Rules" with the description "Define what happens when quota limits are reached."

When quota is exceeded — choose one:

1. No action — no overflow routing is applied; the lead falls back to the webhook's native settings (e.g. assigned to the webhook owner)
2. Route to fallback user — the lead is assigned to a specified fallback user. When selected, a Fallback User dropdown appears to select the user. No campaign or pipeline stage is applied in this case.
3. Route to Shark Tank — only available when Shark Tank is enabled on the account

Attaching a Policy to a Webhook

Once a policy is created, apply it to a webhook source.

1. Open the webhook’s settings.
2. In the Routing section, find the Lead Routing Policy dropdown.
3. Select the policy you want to apply. Only active policies appear in this list.
4. Save the webhook.

⚠️ What changes on the webhook

When a policy is attached to a webhook:

• Campaign and pipeline stage fields in the webhook’s Settings tab are managed by the policy and cannot be edited directly.
• The Routing tab’s native routing conditions are disabled while the policy is active.
• Existing native routing rules are preserved in the background and restored if you remove the policy.
• A confirmation dialog appears before saving if existing native routing is detected.

Managing Your Policies

Each card on the Lead Routing Policies page shows:

• Policy name and status badge (Active or Archived)
• Description
• Distribution method
• Assignee count and source count
• Quota usage progress bar (when a quota is configured)
• Connected sources (when at least one is attached)
• Created and last modified dates

Use the search bar at the top of the page to filter policies by name.

Card actions (ellipsis menu)

Archiving and restoring a policy

Archiving is a soft-disable. The policy is kept in the system and can be brought back later.

When you archive a policy:

• A confirmation dialog warns you that the policy will be disconnected from all connected sources.
• The policy is immediately removed from any active webhooks and sources.
• The status changes to Archived and the policy can no longer be selected on a webhook.
• All historical data and usage logs are preserved.

To restore an archived policy, open the ellipsis menu on the archived card and select Reactivate. The policy becomes active again and can be reconnected to sources.

Quota management in practice

The quota progress bar on each policy card shows how many leads have been processed against the current quota cycle.

• Automatic resets happen on the schedule you configured (daily, weekly, monthly). When the reset fires, all assignee counters return to zero and new leads begin distributing from scratch.
• Manual reset is available from the Edit policy view. Use this to reset counters immediately outside of the scheduled cycle — for example, if you need to rebalance mid-cycle.

Quota management in practice

The progress bar on each policy card shows how many leads have been processed against the current quota cycle. When your scheduled reset fires, all counters return to zero and distribution starts fresh.

If you need to rebalance mid-cycle, use the manual reset option from the edit view or the policy card’s ellipsis menu to clear counters right away.

How to run a bulk redistribution

1. Go to the People tab and use filters (tags, assignment, response status) to isolate the prospects you want to redistribute.
2. Select one or more prospects to bring up the bulk action bar.
3. Click the Assign to team member icon and select the option to run a Lead Routing Policy.
4. Step 1 — Select policy: Choose which policy to apply. The policy distributes leads using its configured assignees, distribution method, and quota settings.
5. Step 2 — Tag options: Choose how tags should be handled.
   • Preserve all existing tags (default) — keeps current tags on the prospect.
   • Remove existing tags — strips current tags before redistribution.
   • Optionally add new tags to apply to every redistributed prospect.
6. Click Run routing policy to execute.

A confirmation displays showing how many leads were reassigned and to how many users.

🔒 Permission required

This action requires the Manage Bulk Reassign with Lead Routing Policy permission. It is enabled by default for Super Users only. Team leads and team members must be granted access by an admin to see this option in the bulk action bar.

FAQs

Can I apply the same policy to multiple webhooks? Yes — a policy can be connected to multiple sources at the same time.

What happens if I archive a policy that's connected to a webhook? The policy will be immediately disconnected from all sources. A confirmation dialog will warn you before this happens.

Can I use a Lead Routing Policy alongside native routing rules? No — when a Lead Routing Policy is selected on a webhook, native routing is disabled. The policy takes full control of assignment, campaign, and pipeline stage.

What happens if a lead doesn't match any of my qualification criteria? If no qualification criteria match, the lead is assigned to the owner of the webhook.

Can team leads create their own policies? Yes — any user with the Update Lead Routing Policies permission can create a policy. Policies created by child team members are visible to the superuser/admin.

What is the difference between Round Robin and Weighted Distribution? Round Robin (shown as "Equal Distribution" on the policy card) assigns leads one at a time in sequence across your assignees equally. Weighted Distribution lets you assign a percentage of leads to each person — useful when some team members should receive more leads than others.

Can I change the distribution method on an existing policy? Yes — you can switch between Round Robin and Weighted Distribution on an existing policy. Existing assignee quota settings are preserved, but you will likely need to adjust them since Round Robin uses a fixed quantity per assignee and Weighted Distribution uses a percentage. Review your assignee quotas after switching methods to make sure they reflect your intended setup.