No-Code Orchestration for Salesforce: How to Automate Lead Routing, Matching, and More

Transform signals into closed deals faster than ever before, with flexible and readily available matching, routing, and orchestration mechanisms.  

Highlights 

• Accurately map new or existing prospects with a robust Lead-to-Account matching algorithm.
• Route Leads, Contacts, Accounts, and any other Salesforce objects with confidence to users, queues, round robins, and even Territories.
• Easily build simple or complex orchestrations with a native, drag-and-drop FlowBuilder.
• Track performance and all relevant metrics in Salesforce Reports and Dashboards.
• Make troubleshooting easier than ever with user-friendly audit logs.

The modern revenue engine no longer relies solely on one product or feature to help teams achieve their goals. What happens behind the scenes has a direct impact on end users, and while a few out-of-the-box options are available in Salesforce to deduplicate records and assign Leads based on criteria, more often than not, the business needs will require customizations to support the use cases. This means Salesforce teams would have to allocate resources and spend time on building and maintaining, while GTM teams could wait at least a few days, if not more, each time changes are needed. 

LeanData orchestration can seamlessly connect signals from multiple platforms, bring them in front of your team, prompt action, and easily track outcomes. Not only that, but LeanData supports everything that should happen in between, from deduplication, Lead-to-Account matching, routing, automatic conversion, and more. 

With LeanData, the responsibility lies in the hands of go-to-market operations teams. While it can support complex processes and integrations, it is created in a way that allows them to transpose the desired process into a fully functional automation, using only drag-and-drop tools and granular criteria – from the top of the funnel, until the Closed Won Opportunity and beyond. 

This in-depth review will showcase the main LeanData Orchestration features, ideal use cases, and setup effort, as well as how fast your users can (and will) adopt this new tool.

Features

LeanData Orchestration focuses on the orchestration layer – it harmonizes end-to-end processes with information and signals from different tools and sources. Their approach is to remove ambiguity and empower business users to easily create end-to-end processes that account for each step of the sales cycle. 

LeanData Matching 

What LeanData is well-known for is their configurable fuzzy matching algorithm, which can completely transform the way you have done Lead-to-Account (L2A) matching. It doesn’t matter if you’re just getting started or have an existing implementation in place, as either way, the benefits can be easily noticeable from the start. 

If you’re already conducting Lead-to-Account matching with a custom implementation, it will be that much easier to compare side by side. 

When performing L2A matching, LeanData considers a group of fields from both the Lead and the Account, but you have the possibility to add your own into the mix, or opt for domain-only matching if that is your organization’s preference. 

As a general rule, the matching algorithm normalizes company names by removing suffixes such as “Inc.”, “GmbH”, or “Incorporated” automatically. By default, if the Company Name is an exact match, the Lead will be matched to that Account, or, if it’s just a close match, another one of the criteria will be considered. 

Even if the Company Name on the Lead is completely different from the Account Name you have in Salesforce, LeanData maintains a database with subsidiary associations that applies to both Company Names and domains. 

In most cases, while this doesn’t account for all possible scenarios and subsidiaries, there is usually a match to be found, and the records will be associated accordingly. 

Tagging and Tiebreakers

in the Matching tab in the LeanData App, you can control the tagging settings – this is where you will turn on tagging from, and also opt to keep manual updates if you’d like to allow you to overwrite the LeanData matching. 

The Matched Account fields from the Lead can be defined in the mapping and will enable you to create insightful reporting in Salesforce.

For the cases in which one single Account match is not immediately found, LeanData narrows the match down to two Accounts. Within the tiebreaking rules, you have the option to choose any fields you need from the Account, which will establish the perfect match based on your team’s preference. 

Tagging is activated by various actions, such as:

• Creating a Lead or Account
• Updating the Mapped Account field
• Modifying fields used in filters or tiebreakers
• Modifying fields used in fuzzy matching

LeanData Routing Engine

Another significant part of any revenue process is to ensure that records – especially new prospects – are assigned correctly and are being followed up on within the agreed-upon SLA. Delays or inaccuracies within the routing may lead to poor customer experience, as well as frustration for internal teams. 

LeanData routing can accommodate for various scenarios and allows users to see exactly where and how routing is performing for both standard and any custom object. Taking Leads as an example, both inserts and updates can be rerouted as needed, either to queues or users, either before or after conducting other available processes, such as L2A matching. 

Additionally, the diagram-like look of the graph makes it clear for anyone using the tool, but it can also be instantly screenshotted and shared with Sales and Business Development leadership. 

Another aspect of Lead routing, which is a common need when looking forward to avoiding cherry picking, is round robin. This is another option that allows LeanData to transform from a potentially cumbersome process to just a few clicks within the setup and the graph. 

Round robin pools can be created to include certain users and also account for their availability. While nesting pools within each other is not an out-of-the-box feature in LeanData, there are workarounds within LeanData to achieve the same effect. 

Similar to round robin, it’s also very easy to assign Leads to the Account Owner of the Account they matched to – as long as you opt to use both L2A matching and routing as is recommended. 

Additionally, you can assign an alternative field instead of the Owner. The source of this data can vary – it might come from the Account Owner, a custom user field, a member of the Account Team, or through direct owner mapping.

LeanData processes allow users to view the precise number of records traversing each step. This allows teams to easily monitor distribution and tweak as needed to ensure the expected result is achieved, and will also show the count for successes, failures, and pending items.

FlowBuilder and Graphs

While the name may sound familiar, it is not the Salesforce Flow Builder we’re referring to, but the native LeanData space where you and your team can create the graphs that will power up your revenue engine and streamline task execution across the board. 

The FlowBuilder itself is very similar to a diagramming tool – as long as the process is mapped beforehand, it can be just a matter of minutes to translate it into a ready-to-use graph. LeanData can account for both new and existing records, depending on the choices being made during its creation. 

Nodes

Nodes are the building blocks of LeanData graphs, and there are numerous available to support the different automations. There are four main types of nodes available, each having their own capabilities. The entry nodes will be available on the canvas, but they don’t all need to be used at the same time unless they’re needed for a process to be triggered. Typically, the most used nodes are the decision nodes, which allow processes to branch out in different paths based on one or multiple criteria. 

Match nodes, as you might have already guessed, are leveraging LeanData matching and can be used for record matching as well as deduplication. Action nodes, on the other hand, allow teams to decide what should happen with the records further. These nodes are mostly used for routing or notification purposes. 

When adding any of the nodes to the FlowBuilder, you will be prompted to define different criteria. Taking the True/False decision node as an example, you can easily split the path of a Lead into two potential outcomes based on any of the Lead fields. The logic rules allow for drop-down selection of the fields, but more advanced users can opt to use an SOQL rule to accommodate more robust criteria. 

The routing mechanism we discussed above is an action node that could take significant time to implement in-house. From the same graph, you can easily create and update records, merge duplicates, and seamlessly trigger Lead conversion directly in Salesforce. \

Marketers can also benefit from these actions. For example, a campaign allocation process could be created that notifies the Lead or Contact owner to take action. All in all, every one of the nodes are worth exploring!

Available Integrations 

Creating the processes you need and syncing updates back into Salesforce is great, but what about all the other tools in your tech stack? Available directly within the LeanData graphs you will already be creating, there are dedicated nodes for various integrations that your team can enjoy without added integration complexity.

What if, after leads are matched and routed, they were automatically added to a sequence to kick off the conversation?

With LeanData, you can trigger sequences in Outreach or Salesforce Sales Engagement – making it easier than ever to add prospects to a cadence. Your team stays in the loop with real-time notifications via email, Slack, or Microsoft Teams.

Alternatively, an integration could be the start of your graph. In the example of 6sense, LeanData will automatically monitor intent data and trigger sales plays and notifications rather than waiting for your team to check 6sense themselves. More actions and integrations are constantly being added. So while viewing what’s available, keep an eye out for new additions. 

Analytics

Creating Reports and Dashboards from scratch in Salesforce can sometimes be difficult, especially when it comes to monitoring KPIs. LeanData can help your team immediately monitor and improve sales performance with better visibility right from the get-go. LeanData provides pre-built Reports and Dashboards that you can use as-is or tweak accordingly to back up the performance claims with accurate numbers. 

Your Sales Leaders, Marketers, and any team leveraging LeanData, can track speed-to-lead, campaign performance, and SLA compliance, alongside any additional metrics they may want to add or monitor over time, directly within the CRM.

Fast Track Troubleshooting

Encountering an error, be it in Salesforce or other tools, is never ideal. While these may happen, LeanData makes it easy to spot and act through a comprehensive audit trail. This information is available for each graph, alongside the exact path that was followed for the given scenario, which led to the error. 

The advanced error logs allow you and your team to see when and where every record is routed, as well as providing key record information and the final outcome. 

As mentioned above, anyone monitoring the LeanData flows can see at a glance, directly on the node, the breakdown between successes and errors. The error log complements the high-level overview of the error with clearly outlined details for every step. This makes it easy for both technical and non-technical users to know exactly what is going on and where a change needs to happen (either in LeanData or the adjacent system) in order for the process to continue. 

Use Cases

Considering LeanData’s flexibility to accommodate virtually any process flow involving routing, notifications, and assignment, the number of use cases is limitless. Regardless of the use case at hand, anything from Sales, to Marketing, and scheduling needs could be covered. 

Empower Business and Operations

As a Salesforce Admin, you may think such automations could be built in-house, perhaps with Salesforce Flows, right? The build vs. buy conversation has arguments on both sides depending on the use case, but one thing is certain – such processes have to be maintained, flexible, and often changed as soon as the business needs change. 

LeanData empowers business users with a drag-and-drop interface and offers them the tools to translate the process they need into an actual automation, without needing extensive Salesforce access or knowledge. All these automations can be maintained by operations teams, for example, in partnership with the Salesforce Admin as needed.

For example, duplicate rules in Salesforce can be cumbersome at times, leaving aside the well-known limitations. Within LeanData’s FlowBuilder, duplicate rules can be a simple graph, allowing you to drill down and set criteria for each of the scenarios, account for both standard and custom objects, and see any counts, successes, and potential errors right on the same screen. 

Increase Conversion Rates with Instant Booking

Scheduling meetings is not always straightforward, especially when there are multiple stakeholders involved and time is of the essence. LeanData BookIt can cover all the organization’s scheduling needs while also accounting for implementation particularities.  

When a customer completes a form, for example, the meeting can be directly set, without the need to match to a CRM record unless needed, but directly to the request. One or more calendars can be made available for slot selection, and booking could also easily be done from individual Salesforce records as well. Additionally, team members can include a scheduling link in their email signature, for example, to make both internal and external meeting booking a breeze! 

Accelerate Time to Revenue

In this day and age, velocity is an increasingly important factor, with the customer experience being front and center at every step of the way. This saves time for both the customer and your internal team, increasing performance and satisfaction at the same time.

By performing the deduplication mentioned above at the very beginning, any overlap can be prevented. You can expedite follow-up and handover multiple times across the sales cycle, all while keeping all teams informed and the systems updated. At the same time, your business development, sales, and post-sales teams can focus on meaningful tasks, rather than administrative work, to achieve their revenue goals swiftly. 

With LeanData, the process itself can be both functional and visual, accessible to everyone to easily understand, monitor, and confidently track the outcomes for every step in the process.  

Setup

The initial setup itself is straightforward and can be completed very quickly. Firstly, install the LeanData managed package from AppExchange, and choose the permission assignment for user profiles directly from the dedicated app or separately for individual users, and decide the integration user for the continuously running Apex jobs. 

Ideally, this would be a separate user to quickly determine when LeanData is making changes to Salesforce records. 

You can find the detailed steps, best practices, and even troubleshooting steps in the installation guide and details about the available permission sets here. 

Following these administrative steps, your revenue operations and marketing teams need to decide how they want to proceed. This includes creating the processes they have been dreaming about for Lead scoring, Lead-to-Account matching, Routing, Account-to-Territory assignment, autoconversion, and so on. 

This may take more or less time depending on whether the desired steps are already established or have to be agreed upon first.  

Support

In the unlikely scenario that the information available in LeanData’s Learning Center doesn’t answer your question, support is readily available directly from their website. You have the option to start a conversation with the embedded AI agent or simply submit a support ticket here.   

You can also become part of the OpsStars community to learn alongside other professionals using LeanData, share best practices, and find out tips and tricks that can make a difference in your implementation. Also, if you enjoy bite-sized video content focused on specific features and functionalities, be sure to check out LeanData’s YouTube channel. 

Pricing

LeanData Orchestration has multiple plans available depending on what your organization is looking to achieve. From the Standard package, which includes Leads, to a highly customized offering for the Enterprise tier, there is an option suitable for organizations of all sizes. 

LeanData Bookit is an add-on product that can be purchased separately. Review all details and what is included on the dedicated pricing page. 

Final Thoughts

Be it matching, deduplication, routing, or even data enrichment and notifications, LeanData can supercharge your end-to-end customer lifecycle and help your teams deliver a top-class customer experience without the burden of unnecessary admin work. 

With an intuitive user interface, drag and drop FlowBuilder, and readily available components that account for even the most complex scenarios, LeanData Orchestration can be the one tool your team has been waiting for! 

If you would like to see the complete go-to-market execution platform in action for your very own use case, you can schedule a tailored demo with the LeanData team!