Smart Routing assigns the right owner and SLA before handoffs slip
Rule-based, load-aware, SLA-driven routing across the full revenue lifecycle — on top of your CRM.
Smart routing that assigns the right owner before work slips
When every lead, deal, and ticket gets assigned by hand, handoffs depend on who is awake, who remembers, and who is online. Smart Routing replaces that with governed rules — owner, SLA, and escalation path decided by state, not by inbox.
Route by stage, region, product, deal size, account tier, or custom field — any combination you can describe in a sentence.
Round-robin, weighted, or capacity-balanced. Skip reps who are out of office, over quota, or already holding too much.
If the assigned owner doesn't act within SLA, reassign automatically and log the reason for manager review.
Why routing belongs in the back office, not just the CRM
CRMs route leads. That is one handoff. Revenue teams have many more:
- Pre-sale: MQL → SDR, SDR → AE, AE → SE
- Close: AE → deal desk, deal desk → legal, legal → finance
- Post-sale: AE → onboarding, onboarding → CS, CS → support
- Renewal: CSM → renewal desk, renewal desk → finance
Each step is a routing decision. Keeping them in separate tools means every handoff is a new rule to maintain, a new queue to check, a new place for work to stall. Smart Routing covers the full lifecycle from first lead to renewal in one policy layer.
| Handoff pattern | Risk without routing | Risk with routing |
|---|---|---|
| MQL assignment | Inbound stalls waiting for "the right SDR" | Auto-assigned by territory, load, and SLA |
| Deal desk handoff | Rep emails legal, waits days | Triggered on stage change, tracked against SLA |
| Onboarding kickoff | Customer waits on AE to introduce CSM | Auto-handoff on close-won, owner and deliverables set |
| Support-to-CS escalation | Repeat tickets surface weeks late | Pattern-based escalation with audit trail |
Connect routing to every downstream object
Routing is only as useful as the work it enables. Smart Routing can re-assign — and track assignments on — any Sanka object:
- Deals — round-robin AEs by region and product line
- Tickets — assign by product area, severity, and current load
- Contracts — route to deal desk or legal based on value threshold
- Invoices — send to the right collector based on aging and segment
- Purchase orders — approve through named approvers by amount
- Projects — hand off to delivery manager on close-won
Because routing state lives with the record, downstream automations see the same owner and timeline your managers see.
Policy-first, not automation-first
The fastest way to fail at routing is to copy the 400 workflow rules you built over five years. Start small and make every rule explain itself.
- Pick the 5–10 handoffs that cost the most when they stall.
- Write each rule in one sentence: "When X, assign Y, due in Z, escalate to W."
- Instrument before you automate — show the current pattern in a report, then automate it.
- Require an owner, due date, and reason on every manual override.
- Weekly exception review with RevOps and sales managers — remove rules that don't earn their keep.
Works with HubSpot and Salesforce — doesn't replace them
Smart Routing sits on top of the CRM, not in place of it. HubSpot's workflow engine and Salesforce's assignment rules still handle the CRM-native cases. Sanka Routing fills the back-office gap — contract, invoice, PO, project, and cross-entity handoffs that the CRM doesn't see natively.
- Two-way sync with HubSpot deal owner and Salesforce opportunity owner
- Native handoff into Sanka CPQ, Billing, and Projects
- SLA and escalation metrics exposed to the CRM dashboard your reps already use