Lead distribution is the process of assigning marketing qualified leads (MQLs) to the most appropriate sales representatives or channel partners for further engagement in order to close deals. This strategic allocation of leads is important for maximizing the potential of each lead closing and ensuring that they receive the personalized attention and expertise necessary to progress through the sales funnel.

Lead distribution typically involves a well-defined set of criteria, such as industry specialization, geographic location, company size or product interest, to match leads with the most qualified sales team member or partner. This ensures that leads are routed to individuals who possess the relevant knowledge and experience to address their specific needs and pain points, ultimately increasing the likelihood of closing a successful deal.

Lead distribution can be facilitated through various methods, including manual assignment, round-robin distribution or automated lead routing software that leverages algorithms and data analytics to match leads with the most suitable sales representatives or partners. The choice of method often depends on the size and complexity of the sales team, the volume of leads and the specific requirements of the business.