Warm Lead Routing

Warm Lead Routing

Overview

Most inbound lead volume is noise — a form fill from a student researching a term paper looks identical in a CRM to a form fill from an IT director who just had an outage. Warmth is what separates the two, and it comes from signals CRM stage alone doesn't capture: is this account revisiting the pricing page, did the same person book a call, did an email actually get opened. This skill combines those signals into a practical warmth score and turns that into a routing recommendation — the right rep, contacted soon enough to matter, with the reasoning shown so a sales manager can override it.

This skill is explicitly tiered: the richer the connected tool set, the more precise the scoring, but a CRM alone (no Warmly, no Calendly) still produces a usable, if coarser, read. Never treat missing intent tools as a reason to skip lead scoring entirely — degrade the signal set, not the output.

Signal sources and what they contribute

Signal source	Signal	Weight (relative)
Warmly (if connected)	Anonymous or identified website-visitor activity — repeat visits, pricing/product-page views, session recency	High — this is the earliest, least-solicited intent signal available
Calendly (if connected)	A booked call/meeting — the strongest possible intent signal, since the lead took a deliberate action	Highest — a booking should almost always push a lead into "warm" regardless of other signals
HubSpot (or connected CRM) form fills	A submitted form — contact info plus whatever context the form captured (use case, company size, urgency language)	Medium — real intent, but lower-effort than a booking
HubSpot (or connected CRM) email engagement	Opens, clicks, and replies on marketing or sales sequence emails	Medium-low individually, but a rising trend (multiple opens/clicks over a short window) is a meaningful signal
HubSpot (or connected CRM) lifecycle/lead status	Existing lead score or lifecycle stage, if the CRM tracks one	Contextual — use as a prior, not a replacement for the signals above

Discovering available tools first

Before scoring anything, call conduit__search_tools to determine which of Warmly, Calendly, and a CRM (typically HubSpot) are actually connected for this org. Do not assume all three — this is the skill in this pack most likely to run with partial coverage, since Warmly and Calendly are both explicitly optional enrichments per this pack's README. Scope scoring to whatever is actually live, and state which signal sources were used (and which weren't available) in every output.

Scoring approach

Keep this explainable rather than a black-box formula — a rep or sales manager needs to see why a lead is scored warm to trust routing it.

1. Start from a base tier using the strongest available signal:

   • A Calendly booking in the last 7 days → start at Hot.
   • Warmly-identified repeat visits (2+ sessions in 7 days) or a pricing/ product page view → start at Warm.
   • A CRM form fill in the last 14 days with no other signal → start at Warm-Cool (real intent, but lower urgency than a booking or repeat visit).
   • Email engagement only (opens/clicks, no form fill, no booking) → start at Cool.
   • No recent signal of any kind → Cold — do not include in a warm-lead routing output; this skill surfaces leads worth acting on now, not the full lead database.

2. Adjust up or down based on secondary signals:

   • Multiple signal sources agreeing (e.g. a Warmly repeat visit and a form fill within the same week) moves a lead up one tier — convergent signals are more reliable than any single one.
   • A signal that's aging (e.g. a form fill 12 days old with nothing since) should not be scored as fresh as one from yesterday — recency matters within a tier, not just which tier it lands in.
   • Company-fit context, if available (existing client's employee vs. a brand-new domain, or a company size wildly outside the org's typical client profile) can be noted as a qualifier, but should not override a strong behavioral signal — a bad-fit account that books a call is still worth a fast, brief qualifying response.

3. Only "Hot" and "Warm" tiers get a routing recommendation in normal output; "Warm-Cool" and "Cool" can be included in a fuller sweep if asked, but shouldn't clutter a default "who's warm right now" answer.

Routing recommendation

Once a lead clears the Warm threshold, propose an assignee:

1. If the lead is already associated with an owner in the CRM (e.g. an existing named account, or a rep already assigned to the deal/contact), route to that owner by default — continuity beats round-robin.
2. If unowned, and the CRM exposes territory, industry, or account-size routing rules, apply them.
3. If no routing rule is available, propose round-robin among the reps with capacity (open-deal count, if visible) rather than always defaulting to the same person, and say explicitly that this is a default proposal in the absence of a documented routing rule.
4. Always state the rationale in one line per lead: signal(s) that earned the tier, and why this rep — e.g. "Booked a Calendly call 2 days ago; existing deal owner Maria S."

Do not write the assignment back to the CRM unless the operator explicitly asks for it — default to a proposal, matching this pack's other skills.

Graceful Degradation

Missing / Unavailable	Handling
Warmly not connected	Skip website-visitor signals; score from CRM form fills/email engagement and Calendly (if connected) only. State plainly that anonymous visitor intent isn't visible.
Calendly not connected	Skip booking signal; the "Hot" tier can then only be reached via strongly convergent Warmly + CRM signals — state that bookings can't be checked.
No CRM connected	This skill cannot run meaningfully — form fills, email engagement, and owner/routing data all live in the CRM. State this plainly and stop, the same way pipeline-health does.
Only a CRM connected (no Warmly, no Calendly)	Score from form fills and email engagement only; state explicitly that the warmth read is CRM-only and coarser than it would be with intent-signal tools connected.
No routing rule available in the CRM	Propose round-robin by open-deal capacity and say so explicitly, rather than presenting round-robin as a documented policy.

Error Handling

No signal sources connected at all

State plainly that warm-lead routing requires at least a CRM to be connected, and that none was found. Do not fabricate leads or scores.

Signal sources connected but return no activity in the lookback window

Report that no leads currently meet the Warm threshold, rather than lowering the bar to force a result — an empty warm-leads list is itself useful information.

Best Practices

• Never silently drop a signal source from consideration — state which were used and which weren't connected, every time.
• Keep tiering explainable: show the signal(s) that earned each lead's tier.
• Treat a booking (Calendly) as close to an automatic "Hot" — it is a deliberate action, not a passive behavioral trace, and should rarely be outranked by weaker signals.
• Default to proposing routing, not writing it — this skill informs a rep or manager's decision, it doesn't replace it, unless explicitly asked to act.

Related Skills

• Pipeline Health — once a warm lead converts to an open deal, pipeline health picks up its ongoing tracking
• Quote-to-Close Tracking — downstream of this skill, once a warm lead has progressed to a quote or proposal