assignment rules in sfdc

About 15 mins

Create Case Queues

Create a case assignment rule, test the case assignment rule.

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Create Case Queues and Assignment Rules

Now that you have your basic support processes and layouts configured for cases, create case queues and assignment rules to route your cases to the correct support teams at Ursa Major Solar.

Create Product Support Tier 1 and Product Support Tier 2 queues so product support cases can be routed to one of these queues based on case criteria and how long the case has been open.

• From Service Setup, enter Queues in the Quick Find box and select Queues .
• Click New  and complete the queue details.
• Label: Product Support Tier 1
• Queue email: [email protected]
• Supported Objects: select Case and click Add .
• Queue Members: Click  User: (Your Name) in the Available Members list, and click Add to add yourself to the Selected Members list.
• Click Save .
• From the Queue   page, click New  and complete the queue details.
• Label:   Product Support Tier 2
• Queue email: [email protected]

Now, create the Inquiry queue for inquiry cases.

• From the Queues page, click New .
• Enter the queue details.
• Label: Inquiry
• Queue Email: [email protected]
• Queue Members: Click User: Ada Balewa in the Available Members list, and click Add to add her to the Selected Members list.

So, now you have case queues set up and ready to handle different types of cases as they’re created. Next, create and activate a standard case assignment rule to assign cases to the correct team members. This is how cases get sent to specific case queues, like the ones you just created.

• From Service Setup, enter Case Assignment Rules in the Quick Find box and select Case Assignment Rules .
• Click New  and enter the rule details.
• Rule Name: Standard Case Assignment
• Select the Active checkbox to make this the active case assignment rule.

Add a rule entry that assigns Product Support cases to the Product Support Tier 1 queue.

• Click the Standard Case Assignment link.

• Click Save & New .

Next, add a rule entry that assigns inquiry cases to the Inquiry queue.

Now rename the Automated Case User to System. Every time there’s an automated case change from an assignment rule, for example, the automated case user name will show up in the case history. It will now show an automated “system” change, rather than showing your name as the admin, whenever an automated case change occurs.

• Enter Support Settings in the Quick Find box and select Support Settings .
• Click Edit .

You want to make sure the assignment rules work for Ursa Major Solar by creating a case.

• Click the Contacts tab.
• Select Recently Viewed from the dropdown, and click the Pat Stumuller link.
• In the Cases   related list, click New .
• Select a record type: Product Support .

• Click the Case Number for the case you just created. Ensure that the Case Owner is Product Support Tier 1.

By setting up case queues and assignment rules, cases are now automatically routed to the correct teams. Next, escalate higher priority cases to the Product Support Tier 2 team by creating an Escalation Rule.

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• Salesforce Help: Create Queues
• Salesforce Help: Set Up Assignment Rules
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By Stacy O’Leary

I confess: I love Salesforce Lead Assignment Rules almost as much as I love the Approval Process . A good set of Lead Assignment Rules will buy you endless friends in both sales and marketing, and will make your incoming data sparkle and look perfect (even if it is not!) In this guide, I’ll be talking about the initial Lead sort, upon creation.

Salesforce Lead Assignment Rule Example

• Criteria #1: If State = California, assign to Stacy
• Criteria #2: If Country = United Kingdom, assign to Ben
• Criteria #3: If Country = France, assign to Lucy
• Criteria #4: If Annual Revenue is greater than $500,000,000 USD, assign to “High Roller Queue”

Planning Lead Assignment Rules

Discovery: questions to ask.

• Where are the new Leads coming from? Marketo? HubSpot? Other integrated systems? Web forms? Are there any examples you look at? Make friends with the people who run these systems, you need to have a good relationship because you’re going to need their help.
• What fields are populated on these newly created Leads? What fields are required? If it’s minimal, can you get more information? Generally, the more information you have, the easier it is to sort.
• What if a Lead comes in from one of your Partners? What if a Lead comes in from one of your competitors? From one of your employees? Are there any kinds of Leads that should never be distributed out to your team, like students or media inquiries? (Remember – ANYONE with access to the internet can fill out your form! They do not have to be a legitimate prospect!)
• Who is covering what territories? Do you have any territories that don’t have a sales rep yet? Do all new Leads have enough data to determine territories?
• What about the Leads that don’t meet any criteria at all? Where will they go? Who will work them?

Refining the requirements

• Our new Leads, almost always, come from Marketo . They could come from a Marketo form, or a list imported from a trade show, but Marketo is the system that pushes them to Salesforce. If a person creates their own Lead, we do not want to take it away from them.
• We always have: first name, last name, lead source, email, company, state and country. We sometimes have # of Employees, but that’s pretty much all we know about them at the moment of creation.
• Any Lead that comes in from a Partner should be directed to our channel team. We don’t want to market to competitors, employees, or students.
• We have a territory plan defined by Sales, and we’d also like to separate prospects for the UK and France, though we do not have a sales rep for those areas yet.
• If something comes in that we cannot otherwise sort, let’s put it in a holding place and let marketing send out generic nurture emails. If a person in this holding place takes interest, we can always give it to the sales team later.

• Partners (any Lead that comes in from a Partner company)
• Disqualified (any Lead that comes in from a competitor, is an employee, or is a student)
• UK + France (any Lead where Country = United Kingdom, or France)
• Unsorted (any Lead that does not meet any criteria)

Creating Lead Assignment Criteria

Leads that shouldn’t be distributed, next criteria.

The Final Empty Criteria

Activate the Lead Assignment Rules

• Leads can only be sorted by a field value at the moment it was sorted.
• The Lead Router does not auto-convert Leads to Contacts
• You cannot deactivate a User license if that person is part of the Lead Assignment Rules (even if the Lead Assignment Rules have been deactivated.)
• Create a report for yourself, for that last criteria – Leads that are unsorted. This way you can review them periodically and see if there’s enough volume to justify sorting them in a certain way.

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• Mar 2, 2023

Understanding Assignment Rules: A Comprehensive Guide

Assignment rules are an important feature of Salesforce that help businesses automate assigning records to specific users or teams based on predefined criteria. This article will discuss assignment rules, how they work, and the benefits they provide to businesses.

What are Assignment Rules?

Assignment rules are a set of criteria that are defined by businesses to determine how records should be assigned to users or teams within the Salesforce system. These criteria can be based on several factors, such as the record type, location, record status, or the user's role or territory. For example, a company may set up an assignment rule to automatically assign a new lead to the sales rep who covers that particular region or product line.

How do Assignment Rules Work?

When a record is created or updated, the assignment rules evaluate the record based on predefined criteria. The assignment rule automatically assigns the record to the designated user or team if the criteria are met. Once the record is assigned, the user or team can work on the record.

Salesforce provides a simple wizard that enables administrators to set up assignment rules. The wizard allows administrators to define the criteria for the assignment, select the user or team to assign records to, and set up any needed notifications or escalations.

How to Set Up Assignment Rules in Salesforce

Setting up assignment rules in Salesforce is a straightforward process that requires the following steps:

Identify the criteria for record assignment - Before creating an assignment rule, businesses should first identify the criteria used to assign records. It might include the record type, location, user role, or other custom fields.

Create the assignment rule - Once the criteria have been identified, businesses can create the assignment rule in Salesforce. It involves setting up a rule that evaluates the criteria and assigns records to the appropriate user or team.

Test the assignment rule - After the assignment rule has been created, businesses should test it to ensure it is working correctly. It might involve creating test records and verifying that they are assigned to the correct user or team.

Activate the assignment rule - Testing it in Salesforce will allow it to be activated. It allows it to automatically assign records to the appropriate user or team.

Types of Assignment Rules in Salesforce

Salesforce offers two types of assignment rules: standard assignment rules and lead assignment rules.

Standard assignment rules assign records to users or teams based on predefined criteria. They can be set up for various record types, including leads, cases, and opportunities.

Lead assignment rules are specific assignment rules used to assign leads to sales reps. They evaluate the criteria for a lead, such as location or product interest, and assign the lead to the appropriate sales rep based on a round-robin or customized assignment method.

Benefits of Assignment Rules

There are several benefits to using assignment rules in Salesforce, including:

Increased Efficiency

One of the most significant benefits of assignment rules is their increased efficiency. By automating the process of assigning records, sales, and customer support teams can spend less time manually assigning leads and cases to the appropriate users or teams. They can focus on more important tasks, such as following up with leads, resolving customer issues, and closing deals.

With assignment rules, businesses can streamline their processes and reduce the time it takes to respond to customer inquiries, ultimately improving their overall efficiency and productivity.

Improved Customer Satisfaction

Another important benefit of assignment rules is the improved customer satisfaction they can provide. Businesses can automatically assign cases to the appropriate user or team to ensure that customer inquiries are handled promptly and efficiently. Customers receive faster responses to their inquiries, which can help improve their overall satisfaction with the company.

In addition, by assigning cases to users with the appropriate skills and knowledge, businesses can ensure that customer issues are resolved more effectively, further improving customer satisfaction.

Accurate Data

Assignment rules also help businesses maintain accurate data in their CRM system. By automating the process of assigning records, businesses can ensure that data is entered correctly and consistently. It means that reports and analytics generated from the data are more accurate and reliable, which can help businesses make more informed decisions.

In addition, businesses can use assignment rules to enforce data validation rules, which can help prevent incorrect data from being entered into the system.

Consistency

Another benefit of assignment rules is that they help ensure consistency in record assignments. By automating the process of assigning records, businesses can ensure that records are assigned to the appropriate user or team consistently. It reduces the risk of errors or omissions occurring when records are manually assigned.

In addition, by using assignment rules to enforce a standardized process for record assignment, businesses can ensure that records are handled consistently across different teams and regions.

Flexibility

Finally, assignment rules provide businesses with great flexibility in assigning records. Businesses can define complex rules based on various criteria, such as record type, location, or user role. Businesses can customize their assignment rules to fit their specific needs and workflows.

In addition, assignment rules can be updated or modified as needed, allowing businesses to adapt to changes in their business or industry.

Best Practices for Using Assignment Rules in Salesforce

Businesses should follow these best practices to ensure Salesforce assignment rules are working effectively:

Define clear assignment criteria: Before setting up assignment rules, businesses should define clear criteria for record assignments. It will help ensure that records are assigned accurately and consistently.

Test assignment rules before activation: Before activating assignment rules, businesses should test them to ensure that they are working correctly. It will help prevent errors and ensure that records are assigned to the appropriate user or team.

Monitor and adjust assignment rules: It is important to monitor them regularly to ensure they are working properly. Businesses should also be prepared to adjust assignment rules as needed to accommodate changes in their business or industry.

Communicate changes to users: When changes are made to assignment rules, businesses should communicate with them to ensure they are aware of any changes in their workload or responsibilities.

In conclusion, assignment rules are a powerful feature of Salesforce that helps businesses automate assigning records to specific users or teams. The benefits of assignment rules include increased efficiency, improved customer satisfaction, accurate data, and consistency.

By using assignment rules, businesses can streamline their processes, improve their overall effectiveness, and achieve their goals more efficiently.

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How to Create Assignment Rules in Salesforce

Assignment rules are a great instrument to better organize your sales and support teams’ work.

Using assignment rules you can automate the process of assigning owners to Leads and Cases. 

Assignment rules description

There are two types of assignment rules in Salesforce: Lead Assignment Rules and Case Assignment Rules.

To better understand Salesforce terminology we’ll give you a short definition of what is a Lead and what is a  Case in Salesforce.

Lead – prospect, someone interested in your product or service, but not yet ready to buy.

Case – customer’s question, complaint, or suggestion about your product or service.

Assignment rules can help you to automatically deliver specific Cases to the right people in the team who are specialized in a certain area so that the customers receive timely and qualified responses.

It also enables you to sort cases by priority according to the customer’s support package (Platinum, Silver, etc.).

The same thing applies with lead assignment rules Salesforce – you can define which users will be assigned leads that come from your website and which users will be assigned leads that come from social media.

Assignment rules and Queue creation

Now you know what assignment rules are for, we’ll show you how to set them up.

As an example, we’ll use Case Queue and Case Assignment Rules creation in Salesforce.

To create a Case queue in Salesforce, do the following:

• Setup -> type Queue in the Quick Find box -> enter the Name and Label. 
• Leave the Queue Email field empty if you want the support employees included in the queue to receive emails when new cases are created or type the email addresses of the people who will receive this kind of notification.
• Choose Case and add it to the Selected Objects column.
• Choose members and add them to the Selected Members column -> click Save.

To create a Case assignment rule do the following:

• Go to Setup -> type Assignment Rules in the Quick Find box -> choose Case Assignment Rules -> click New -> enter the Rule Name and click Save.
• Click on the rule you just created -> click  New in the Rule Entries section.
• Sort Order – defines the order in which entries will be processed (entering “1” means that this entry will be processed first).
• Select the criteria for this rule entry.
• Choose the User to whom this rule entry will be assigned.
• Choose the Email Template this user will receive when the new case will be assigned to him -> click Save.
• Click Edit in the Rule Detail section -> mark this rule as Active ->click Save.

Don’t miss the benefits you can get from using assignment rules – give them a try on your organisation!

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Guide to lead assignment rules in Salesforce

Use SFDC lead assignment rules to get more done, create a better experience, and close deals faster.

Rachel Burns Jul 24, 2023

15 min read

Table of contents

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What are Salesforce lead assignment rules?

What if your sales team could spend their valuable time connecting with prospects and closing deals — instead of losing time doing admin work like assigning and organizing leads?

When you automate lead assignment and routing, your sales team can:

Boost sales team productivity and efficiency

Prevent high-quality leads from slipping through the cracks

Create a better experience for potential customers

Speed up your entire sales pipeline to close more deals, faster

In this blog post, we'll discuss the ins and outs of Salesforce lead assignment. We'll cover the benefits, how to plan your lead assignment strategy, and a step-by-step walkthrough of adding lead assignment rules in Salesforce. We'll also explore the power of scheduling automation to simplify and speed up lead assignment, routing, and qualification.

Key takeaways:

Lead assignment rules help sales teams boost productivity, respond to leads faster, and make better data-driven decisions. 

Matching leads with the right sales reps and teams creates a better customer experience by responding to leads faster and giving them personalized attention.

Before you set up your lead assignment rules, work with your sales, marketing, and RevOps teams to understand your lead generation processes and sales team structure.

Within Salesforce lead management settings, rule entries are the individual criteria and actions. A “lead assignment rule” refers to a set of rule entries. 

Automating lead routing , qualification, and booking with Calendly helps your team be more efficient and organized while creating a better experience for prospective customers.

6 benefits of creating lead assignment rules in Salesforce

Why should your team take the time to set up lead assignment rules in Salesforce? Here are six great reasons:

Ensure leads are assigned to the right reps and teams: Lead assignment rules mean each incoming lead is directed to the salesperson or team who has the relevant expertise and skills to engage and convert that lead. Automated lead assignment also prevents leads from falling through the cracks by making sure each lead is assigned to a rep or team, rather than relying on manual assignment.

Respond to leads faster: With lead assignment rules, leads are automatically assigned to the right salesperson, reducing response time and increasing the chances of converting leads into customers .

Boost sales team productivity: Automating lead assignment reduces manual work for RevOps teams and sales managers. Lead assignment rules also help identify and prioritize leads more likely to convert, saving time and resources that would otherwise be wasted on pursuing poor-fit leads. These time savings let sales teams focus on nurturing leads and closing deals.

Create a better customer experience: Leads can be assigned to sales reps who have relevant industry or product expertise, understand their unique needs, and can provide personalized solutions. This tailored approach creates a better experience for leads, which results in more conversions and higher customer satisfaction.

Improve sales forecasting: With well-defined lead assignment rules, you can gather more accurate data on lead distribution and conversion rates. This data can be used for sales forecasting, data driven decision-making, and resource allocation.

How to create lead assignment rules in Salesforce

Step 1: build your lead assignment strategy.

Before you go into your Salesforce instance and set up lead assignment rules, you need to figure out what exactly those rules will be. The options are limitless — where should you start?

It’s time to bring RevOps, sales, and marketing together to answer some questions:

Lead sources: Where do leads come from? Do we use marketing forms through Salesforce web-to-lead forms or a third-party integration? Are we importing leads via the data import wizard?

Sales team structure: How is the sales team structured? Are different teams or individuals specialized in specific products, industries, use cases, or regions?  

Lead data: What info do we request from new leads? Which standard and custom fields do we require?

Sales territories: How are sales territories defined? Are there specific regions, countries, or territories we should take into account for lead assignment?

Integrations : Do we have any third-party integrations with lead assignment or distribution features? Are we using those features?

Special circumstances: Are there any priority levels or tiers for leads that require special attention? For example, do we have a designated rep or queue for leads with complex needs and use cases?

Poor fits: What should we do with leads who don’t meet any of our criteria?

It’s a lot of information to gather and organize, but it’s important to learn as much as possible up front to cover every scenario and equip your sales team with accurate data. Putting this time and effort in now will pay off tenfold in productivity once your lead rules are in place!

Step 2: Set up lead assignment rules in Salesforce

You’re almost ready to enter your lead assignment rules in SFDC . First, let’s go over some terminology. We’ve been talking about lead assignment rules as individual directives: “If the lead matches X, then do Y.” Within Salesforce lead management settings, a “lead assignment rule” refers to a set of rule entries. Rule entries are the individual criteria and actions (“If X, then do Y”). An assignment rule can consist of up to 3,000 rule entries, and you can only have one active assignment rule at a time.

For example, a rule entry can assign all leads interested in a particular product to a queue of reps who are experts on that product. In Salesforce, a lead queue is essentially a bucket for unassigned leads, and you can choose which sales reps can pull leads from each queue.

Another rule entry can assign all leads from companies with over 5,000 employees to your top enterprise sales rep.

To create a lead assignment rule in Salesforce: 

From Setup, enter “Assignment Rules” in the Quick Find box, then select Lead Assignment Rules.

Enter the rule name. (Example: 2023 Standard Lead Rules)

Select “Set this as the active lead assignment rule” to activate the rule immediately.

Click Save.

Click the name of the rule you just created.

Click New in the Rule Entries section.

Enter an order number that tells Salesforce when to run this rule entry in relation to other rule entries. For example, if you want this to be the first criteria Salesforce looks at when assigning a lead, enter number one.

Select the rule criteria. What attributes must the lead have before Salesforce applies the rule entry? You can use any standard or custom field in the lead record for your criteria. For example, you want to assign leads to your U.S.-based enterprise sales team, so the company size field must be equal to or greater than 5,000 and the country field must equal the United States. You can include up to 25 filter criteria.

Choose the user or queue to be the assignee if the lead meets the criteria. For example, assign to the U.S.-based enterprise sales team queue.

Optional: Choose an email template to use when notifying the new lead owner. After you set up your lead rules, you can also use Salesforce Flow automations to notify lead owners via other channels. For example, at Calendly, we integrate Salesforce with Slack, and a workflow automatically notifies sales reps via Slack when a lead is assigned to them.

Salesforce goes through the rule entries in order until it finds one that matches the lead's info, then routes the lead accordingly. 

Let's say you have small business, mid-market, and enterprise sales team queues. Your first three rule entries would match company size to each of those three queues. If they don't have a company size listed, or the company size doesn't match any of the values in your rule entries, Salesforce will move on to the industry rule entries.

To make sure no leads fall through the cracks, you also need to set a default lead owner. If the assignment rules fail to locate an owner, or you don’t set up assignment rules, web-generated leads are assigned to the default lead owner.

To select a default lead owner:

From Setup, enter “Lead Settings” in the Quick Find box, then select Lead Settings and click Edit.

Define the Default Lead Owner. The Default Lead Owner can be a specific user or a queue.

Save your settings.

Salesforce lead assignment rule examples

As we mentioned earlier, your rule entries can include up to 25 filter criteria.

Simple rules include just one filter criteria:

By country or state/province: Route leads from specific states or countries to sales representatives who understand the regional market. You need this rule if your team uses sales territories to divide leads. For example, if the state/province equals Alaska, Arizona, California, Hawaii, Nevada, Oregon, or Washington, assign the lead to the West Coast queue.

By language: Assign leads to sales reps who speak the same language.

By industry: Assign leads from different industries to salespeople who have experience working with those industries.

By company size: Assign leads based on the size of the company, assigning larger companies to a dedicated enterprise sales team.

Complex rules use two or more filter criteria. For example, you could route leads from specific states or provinces to salespeople based on their sales territory and the company size. If you have a particular rep (Bob) working enterprise leads on the West Coast, your filter criteria could say: If the state/province equals Alaska, Arizona, California, Hawaii, Nevada, Oregon, or Washington, and the company size equals greater than 5,000, assign the lead to Bob.

These are just a few examples. Lead assignment rules can be customized to fit your team’s and customers’ needs. Review your strategy to choose the right combination of criteria for your sales processes, products, and customers.

What does the built-in Salesforce lead process look like in action?

A website visitor named Nora fills out a contact form to learn more about your product. She shares her name, email address, company name (Acme Inc.), and company size. You use Salesforce’s built-in web-to-lead forms , so Nora’s form submission automatically creates a lead record.

Your team has set up lead assignment rules that assign leads to sales queues based on their company size. Acme Inc. has 5,000 employees, so Nora is automatically assigned to the enterprise sales team queue.

Enterprise sales team queue members receive an email notification that a new lead has been added to the queue. Taylor, an enterprise sales rep in Acme Inc.’s territory, assigns Nora’s lead record to themself.

Taylor emails Nora to set up a qualification call.

Nora, who has been waiting to hear back from your team, agrees to meet with Taylor. After some email back-and-forth, they find a time that works.

What are the limitations of Salesforce’s built-in lead assignment rules?

Salesforce’s built-in lead assignment rules are a great place to start, but there are a few critical limitations, especially for enterprise sales teams:

Single level of evaluation: Salesforce assignment rules operate based on a single level of evaluation, meaning that once a rule matches the criteria and assigns a lead, the evaluation process stops. Your team might miss out on important info, like a complex use case or unique industry, when matching the lead with a rep.

No built-in round robin distribution: Round robin lead distribution is the process of assigning leads to reps based on factors like team member availability or equal distribution for a balanced workload. Salesforce lead assignment rules don't include an easy way to set up round robin distribution — you need an additional tool like Pardot, one of the round robin apps on AppExchange , complex Apex code , or a third-party lead routing platform .

No lead escalation settings: Lead escalation is the process of flagging a lead to higher levels of management or specialized teams for further assistance or action. This process comes into play when a lead requires additional attention or intervention beyond the assigned salesperson or team's capabilities. Unfortunately, Salesforce doesn’t have built-in settings for lead escalation rules. If your customer success team uses Service Cloud, you can set up escalation rules for customer support case escalations, but this feature isn’t included in Sales Cloud.

High maintenance for large organizations: Managing and maintaining a comprehensive set of assignment rules can become challenging and time-consuming in large organizations with complex sales structures and multiple teams or regions. Sure, you can include up to 3,000 rule entries in a single lead assignment rule, but that’s a lot to set up and keep up to date — especially if you’re trying to save your team time, not add to their workload.

Built-in Salesforce lead assignment rules and automations are a solid starting point, but what about automating lead qualification and booking? If you use Salesforce on its own, your reps might still spend a ton of time on lead reassignment to balance their workload, manual lead qualification, and email back-and-forths to schedule sales calls.

That’s where Calendly comes in.

How to automate lead assignment, qualification, and booking with Calendly

Your scheduling automation platform can be an excellent lead generation, qualification, and routing tool — especially when it integrates with Salesforce. Calendly’s Salesforce integration helps your team be more efficient and organized while creating a better experience for prospective customers.

When a lead books a meeting via a sales rep or team’s Calendly booking page, Salesforce automatically creates a new lead, contact, or opportunity. If the lead already exists in your Salesforce instance, the event is added to the lead’s existing record, so you don’t end up with duplicate lead records or time-consuming manual reassignment.

What if you don’t want to let just anyone book a meeting with your team? When you add Calendly Routing to your marketing forms, you can show scheduling pages only to leads who meet your qualifications, like prospects from specific industries or companies of a certain size. That way, your busy team can spend time on the most valuable deals.

Calendly Routing works with HubSpot , Marketo , Pardot , and Calendly forms and is built for your Salesforce CRM. You can use any form field (email, domain, company name) in any Salesforce standard object to match visitors with their account owner. Account lookups let you send known leads or customers from your website form directly to their account owner’s booking page, without needing to manually reassign leads to the right rep.

Remember the lead assignment example we walked through earlier featuring Nora from Acme Inc.? Here's what that process looks like when you add Calendly:

Nora fills out your “contact sales” form, which is already built in HubSpot, connected to Calendly Routing , and enriched with Clearbit .

She enters her email address in the form, and Clearbit fills in the company name, size, and industry. This shortens the form, so Nora only has to input her name and job title.

Calendly checks to see if Acme Inc. has an account in your Salesforce instance. They don’t, so the next step is lead qualification .

Based on Nora’s information — company size, industry, job title — she’s a highly qualified lead, so she’s automatically routed to the booking page for your enterprise sales team.

Nora is happy about that, and immediately books a meeting time that works for her, with the exact team she needs to talk to.

On the backend, Calendly’s Round Robin meeting distribution is set to optimize for availability, so it assigns the meeting to the first available sales rep — in this case, Taylor. This automation helps your team respond to meeting requests faster, hold initial sales calls sooner, and balance the workload across reps.

Calendly creates a lead record in Salesforce with the info Nora entered into your website form (including the data from Clearbit) and an activity log of any meetings she books with your team via Calendly. Salesforce automatically makes Taylor the lead owner.

If you were relying on Salesforce’s built-in lead assignment rules, Nora’s lead record would have gone to an enterprise sales queue, and she would have had to wait for a rep to pick up the lead and reach out to her to book a meeting.

“ A good tool is one that’s so simple, sales reps can basically forget about it and let the meetings roll in. That’s essentially what happened when we implemented Calendly. ”

Sales Enablement Manager at SignPost

What happens if a lead doesn’t qualify for a meeting? Instead of sending them to a booking page, you can display a custom message with next steps, ask them for more information, or redirect them to a specific URL, like a piece of gated content or a webinar signup page.

Automating lead assignment with Calendly Routing has been a game changer for RCReports , a compensation analysis solution for accountants and business valuators. Before connecting Calendly Routing with their Salesforce instance, RCReports’ AEs spent at least five hours a month reassigning leads booked on the wrong calendar. This created a disjointed customer experience and frustration for the sales and marketing teams.

“ Now that we’ve implemented Calendly’s routing feature with Salesforce integration, demos are always booked with the correct AE, reducing friction for both our team and the customer. ”

Abbie Deaver

Director of Marketing at RCReports

Users on Calendly’s Teams plan and above can connect Calendly to Salesforce. The full suite of Salesforce routing features , including routing by Salesforce ownership, is available on Calendly’s Enterprise plan.

To learn more about Calendly Routing, get in touch with our sales team .

Spend less time on manual lead assignment and more time closing deals

When you automate Salesforce lead assignment and routing, high-value leads stop slipping through the cracks, the workload is balanced across the team, leads are matched with the sales reps best equipped to help them, and team members have more time to focus on connecting with prospects and closing deals. 

The results? A more productive team, faster sales cycle, higher conversion rates, and better customer experience.

Webinar: How Calendly Uses Calendly to Close More Deals

Rachel Burns

Rachel is a Content Marketing Manager at Calendly. When she’s not writing, you can find her rescuing dogs, baking something, or extolling the virtue of the Oxford comma.

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Best Practices for Optimizing Case Assignment Rules in Salesforce

Salesforce is a powerful customer relationship management (CRM) platform that helps businesses manage various aspects of customer interactions. One critical aspect of customer support is case management in Salesforce , where efficient case assignment rules play a vital role. Optimizing these rules can significantly enhance the effectiveness and efficiency of handling customer inquiries and issues.

Understanding Salesforce assignment rules

Salesforce assignment rules govern the distribution of incoming cases to the appropriate agents or teams. These rules ensure that each case is routed to the most suitable person for prompt resolution. Salesforce queues further facilitate this distribution by acting as virtual storage areas for cases before they are assigned.

There are two types of assignment rules in Salesforce:

• Salesforce Lead Assignment Rules primarily focus on distributing new leads among sales representatives based on predefined criteria such as geography, lead source, or lead score. 
• Case Assignment Rules are responsible for Salesforce case distribution. These rules play a pivotal role in the realm of customer support by directing incoming Salesforce support cases to agents or teams equipped with the expertise to resolve specific issues. 

As organizations strive to provide seamless experiences for both potential customers and existing clients, mastering these assignment rule types becomes crucial for optimizing customer interactions and nurturing lasting relationships.

The need for optimization

Default assignment rules might not account for specific business needs, leading to uneven case distribution, longer resolution times, and potential customer dissatisfaction. Optimizing Salesforce rules address these issues by ensuring equitable distribution, maximizing agent expertise, and expediting case resolution.

Best practices for Salesforce assignment

• Prioritizing cases . Categorize cases based on urgency or complexity to assign high-priority cases to experienced agents, ensuring quick resolutions.
• Efficient assignment techniques . Implement round-robin assignment or load-based distribution to evenly distribute cases among available agents, preventing bottlenecks.
• Role-based vs. direct assignment. Choose between role-based case assignment, where cases are directed to specific teams or direct assignment, where cases go to individual agents based on expertise.

Advanced Salesforce assignment techniques

• Multi-criteria case assignment. Combine multiple factors such as case type, priority, and customer tier for more accurate case routing.
• Automated case assignment. Leverage Salesforce automation tools like Process Builder and Flow to automate case assignments based on predefined criteria.
• Customized queues. Tailor Salesforce queues to match specific business units or case types, improving case categorization and routing.

Streamlining Salesforce case routing

Salesforce case routing logic.

Understanding Salesforce case routing logic is fundamental for ensuring that customer inquiries and issues are directed to the right personnel with the expertise to address them effectively. The case routing process involves a sophisticated interplay of various factors, such as queue membership, agent skills, workload, and availability. Salesforce’s intelligent algorithms consider these variables to determine the most suitable destination for each case, maximizing the chances of swift resolution. 

Caseload balancing

Balancing caseloads in Salesforce goes beyond equal case distribution among agents. This strategic approach boosts customer service quality and agent efficiency. Preventing overload for some and underutilization for others, it curbs burnout and enhances job satisfaction. 

Even workloads lead to swift responses, faster resolutions, and increased customer contentment. Moreover, balanced caseloads aid managers in spotting trends, optimizing resource allocation, and refining processes. This practice optimizes operations and fosters a cooperative, productive support environment.

Case escalation and reassignment strategies

Case escalation and reassignment strategies are vital for effective customer support. Escalation involves transferring cases to experienced agents or supervisors to address complex issues promptly. Case reassignment in Salesforce redirects cases to different teams or agents for specialized handling. 

These strategies prevent delays, ensure timely resolutions, and uphold customer satisfaction. With clear escalation and reassignment criteria, organizations enhance their support processes, allocate resources efficiently, and build a reputation for adeptly managing diverse customer concerns.

Configuring and customizing assignment rules

Salesforce rule configuration instructions.

• Access setup. Log in to your Salesforce account and navigate to the Setup menu located in the top-right corner of the screen.
• Search for assignment rules: In the Quick Find box, type “Assignment rules” and select what Assignment Rules you need to configure: Lead Assignment Rules or Case Assignment Rules. 
• Create a new rule. Click on the “New Assignment Rule” button to start configuring a new rule.
• Define Salesforce rule criteria. Give your rule a descriptive name and set the rule entry criteria. This includes conditions like case origin, type, priority, or other custom criteria that determine how cases are assigned.

• Specify rule actions. Determine what happens when cases meet the specified criteria. You can assign cases to specific users, queues, or use other automation processes.
• Configure rule entry order. If you have multiple assignment rules, specify the order in which they’re evaluated. This is important when cases could meet criteria for more than one rule.

• Activate the rule. Once configured, activate the assignment rule to make it live and start directing cases accordingly.

You can also integrate Salesforce workflow rules to automate follow-up actions after case assignments, enhancing customer communication.

Enhancing case management efficiency: Salesforce support cases best practices

• Utilize case templates. Expedite responses by employing predefined case templates for common issues, ensuring consistent and swift resolutions.
• Leverage macros. Enhance agent productivity with macros that automate multiple actions, reducing manual tasks and accelerating case handling.
• Opt for case cloning. Save time on data entry by cloning similar cases, streamlining the process of creating and managing new cases.
• Update Knowledge bases . Maintain accurate and current knowledge bases to empower agents with reliable information, enabling efficient issue resolution.
• Engage collaboration tools. Employ platforms like Chatter to encourage agent collaboration, fostering knowledge sharing and teamwork for complex cases.
• Notify agents of new assignments promptly and emphasize the importance of case ownership for accountability.

Optimizing case assignment rules in Salesforce is indispensable for efficient case handling. By understanding the fundamentals, implementing best practices, and embracing advanced techniques, businesses can ensure equitable case distribution, expedite resolutions, and enhance customer satisfaction. A well-optimized case assignment system ultimately streamlines support processes and contributes to the overall success of the customer support function.

Advanced Communities is your best partner when it comes to configuring your Salesforce instance or developing a Salesforce Experience Cloud site. In case of any questions feel free to reach out to get professional support when you really need it. 

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10 Salesforce.com Case Assignment Rules Best Practices

Salesforce.com's assignment rules are a powerful tool, but they can also be complex. Here are 10 best practices to follow when using them.

Salesforce.com is a powerful customer relationship management (CRM) platform that allows organizations to manage customer data, track customer interactions, and automate processes. One of the most important features of Salesforce.com is the ability to assign cases to the appropriate team or individual.

Case assignment rules are the key to ensuring that cases are assigned to the right people in a timely manner. In this article, we will discuss 10 best practices for creating and managing Salesforce.com case assignment rules.

1. Utilize the Assignment Rules Hierarchy

The Assignment Rules Hierarchy is a way to organize and prioritize the order in which Salesforce.com Case Assignment Rules are evaluated. This ensures that the most important rules are evaluated first, allowing for more efficient case assignment.

When creating an Assignment Rule, users can specify whether it should be evaluated before or after other rules. If multiple rules have the same priority, they will be evaluated in the order they were created. By utilizing the Assignment Rules Hierarchy, users can ensure that their most important rules are evaluated first.

Additionally, when using the Assignment Rules Hierarchy, users can create rules with different criteria and assign them different priorities. For example, if a user wants to assign cases based on product type first, then by region second, they can set up two separate rules with different priorities. This allows for more flexibility and control over how cases are assigned.

2. Use Roles and Profiles to Assign Cases

Roles and Profiles are a great way to assign Cases because they allow for granular control over who can access what. By assigning Roles and Profiles, you can ensure that only the right people have access to the right Cases. For example, if you want to make sure that only certain users can view or edit sensitive customer information, you can use Roles and Profiles to restrict access to those users.

Using Roles and Profiles also makes it easier to manage Case Assignment Rules. Instead of having to manually assign each Case to an individual user, you can set up Roles and Profiles so that all Cases assigned to a particular Role or Profile will automatically be routed to the appropriate user. This saves time and ensures that Cases are always assigned to the correct person.

Additionally, using Roles and Profiles allows you to easily add new users to your system without having to manually update Case Assignment Rules. When a new user is added to a Role or Profile, they will automatically be given access to any Cases associated with that Role or Profile. This eliminates the need to manually update Case Assignment Rules every time a new user is added.

3. Utilize Queues for Case Assignment

Queues are a great way to assign cases because they allow for multiple users to be assigned the same case. This is especially useful when dealing with high-volume customer service requests, as it allows for more efficient and effective management of those requests. Additionally, queues can be used to prioritize cases based on their urgency or importance, ensuring that the most important cases get addressed first.

To use queues for case assignment, you’ll need to create a queue in Salesforce.com and add members to it. You can then set up Case Assignment Rules to automatically assign cases to the queue. This ensures that all incoming cases are routed to the right people quickly and efficiently. It also makes it easier to track which cases have been assigned and who is responsible for them.

4. Leverage Apex Triggers for Complex Assignment Logic

Apex Triggers allow for more complex logic than the standard Case Assignment Rules, such as assigning cases to specific queues based on criteria like case type or customer location. This is especially useful when dealing with large numbers of cases and multiple assignment rules that need to be applied in a certain order. Apex Triggers also provide an easy way to customize the assignment process by allowing developers to write custom code to handle any special requirements. Additionally, Apex Triggers can be used to automate the assignment process, which eliminates manual intervention and ensures that cases are assigned quickly and accurately. Lastly, Apex Triggers can be used to integrate Salesforce.com Case Assignment Rules with other systems, such as ERP or CRM applications, making it easier to manage data across multiple platforms.

5. Create a Default Rule for Unassigned Cases

Creating a Default Rule for Unassigned Cases ensures that all cases are assigned to someone, even if they don’t meet the criteria of any other rule. This is important because it prevents cases from slipping through the cracks and being left unassigned.

To create a Default Rule for Unassigned Cases, go to Setup > Customize > Cases > Case Assignment Rules. Click “New” and enter a name for the rule. Set the order number to be higher than any other rules you have created. Then set the criteria so that it will always evaluate as true (e.g., “Case: Type equals Any”). Lastly, assign the case to an appropriate user or queue.

6. Automate Case Escalation with Workflow

Automating Case Escalation with Workflow allows for cases to be automatically escalated when they are not addressed within a certain time frame. This ensures that no case is left unresolved and customers receive timely responses.

Workflows can be set up in Salesforce.com to monitor the age of open cases, and if they exceed a specified amount of time, then an automated action will occur. This action could include sending an email notification to the assigned user or group, reassigning the case to another user or group, or creating a task for someone to follow up on the case. The workflow can also be configured to send out reminders at regular intervals until the case is resolved.

This automation helps ensure that all cases are handled promptly and efficiently, which leads to better customer service and satisfaction. Automating Case Escalation with Workflow also reduces manual effort and saves time by eliminating the need to manually check each case for resolution status.

7. Allow Users to Self-Assign Cases

Self-assignment allows users to take ownership of cases they are best suited to handle. This helps ensure that the right person is assigned to each case, which can help improve customer satisfaction and reduce resolution time. It also gives users more control over their workloads, allowing them to prioritize tasks based on their own expertise and availability.

To enable self-assignment, admins should create a rule with an assignment type of “User” and assign it to all users who need access to the case. The user will then be able to select themselves as the owner when creating or editing a case. Admins can also set up criteria for self-assignment, such as assigning cases only to users in certain roles or territories. This ensures that cases are routed to the most appropriate user while still giving users the freedom to choose.

8. Make Sure Your Rules are Well Documented

Documenting your rules helps ensure that everyone in the organization understands how cases are assigned and why. This is especially important when multiple users or teams are involved in case assignment, as it ensures that all parties understand their roles and responsibilities. Additionally, documenting your rules can help you identify any potential issues with the process before they become a problem.

When documenting your Salesforce.com Case Assignment Rules, make sure to include details such as who is responsible for assigning cases, what criteria should be used to assign cases, and which team members should be notified of new assignments. You should also document any changes made to the rules over time so that everyone is aware of the current version. Additionally, consider creating a flowchart or diagram to visually represent the process. This will make it easier for everyone to understand the rules and follow them correctly.

9. Monitor Performance of your Rules

Monitoring the performance of your rules is important because it allows you to identify any issues with the rule, such as incorrect criteria or an inefficient assignment process. This helps ensure that cases are being assigned correctly and efficiently, which can help improve customer satisfaction and reduce case resolution time.

To monitor the performance of your rules, Salesforce provides a number of tools. The Case Assignment Rules report shows how many cases were assigned by each rule over a given period of time. You can also use the Rule Performance dashboard to view the average time taken for each rule to assign a case. Additionally, the Assignment Debug Logs provide detailed information about the assignment process, including the criteria used to assign the case and the user who was assigned the case. By using these tools, you can quickly identify any issues with your rules and take corrective action if necessary.

10. Test, Test, Test!

Testing is important because it allows you to ensure that the rules are working as expected and that they are assigning cases correctly. It also helps identify any potential issues or conflicts with other rules, which can be addressed before they become a problem.

Testing should include creating test cases and running them through the assignment rules to make sure they are being assigned properly. This can be done manually by creating test cases in Salesforce and then running them through the assignment rules, or it can be automated using an automation tool such as Selenium. Automated testing is especially useful for larger organizations with complex assignment rules.

It’s also important to periodically review the assignment rules to make sure they are still valid and up-to-date. This includes checking for any changes in business requirements or processes that may require updating the rules. Additionally, if there have been any changes to the data model, such as adding new fields or objects, these should be tested to make sure the assignment rules are still functioning correctly.

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Assignment Rules In Salesforce

by Atul Gupta | Jun 1, 2021 | CV Newsletter

Assignment rules in Salesforce are basically used to automatically assign Case or Lead to the owner (Queue or User). This assignment rule is used to automate owner assignments on Lead and Case based on conditions on Case and Lead.

Types of Assignment Rule

There are two types of assignment rules .

•  Lead Assignment Rules
• Case Assignment Rules

Lead Assignment Rule:

The Lead Assignment rule describes how leads are assigned to queues or users as they are created manually, imported via the Data Import Wizard, or captured from the web.

Case Assignment Rule:

In Case Assignment rule, it specifies how cases are assigned to users or queues as they are created manually, using On-Demand Email-to-Case, Email-to-Case, Web-to-Case, the Customer Portal and Outlook.

Create or Set-up assignment rules

• From Setup, enter Assignment Rules in the Quick Find box, then select any one assignment rule either Lead Assignment Rule or Case Assignment Rule .
• Click New , and then give the rule a name. If you want to make it active then check the active box then click Save .
• To create the rule entries, click New . For each entry, you can specify:
• Order: Set the order in which the entry will be processed in the rule, for example, 1, 2, 3. It matches the criteria of the entry according to the order. When a match is found, it processes the item.
• Criteria : Here, write the condition so that when it meets with criteria it automatically assigns to queues or users on Lead/Case.  Enter the rule criteria.
• User : Choose here either users or queues to assign on Lead/Case.
• Do Not Reassign Owner : It defines that the current owner on a case or lead will not be reassigned to the case or lead when it is updated.
• Email Template : You can choose a template to use for the email that is automatically sent to the new owner of Lead/Case. No email will be sent if no template is specified. While assigning a lead or case to a queue, the notification goes to the Queue Email specified for the queue and all queue members.
• Predefined Case Teams : It describes the predefined case team to add to a case when it matches the condition.
• Replace any existing predefined case teams on the case : It describes that any existing predefined case teams on the case are replaced with the predefined case teams on the condition when a case matches the condition.

After this setup, click Save , or Save & New to save the entry and create more entries.

Assignment Rule Example:

Following is the Lead Assignment rule which assigns Lead to queues based on City, Company, and Industry.

Like this, you can create more rules for assigning a different Queue/User for different criteria.

Atul Gupta is CloudVandana’s founder and an 8X Salesforce Certified Professional who works with globally situated businesses to create Custom Salesforce Solutions.

Atul Gupta, a dynamic leader, directs CloudVandana’s Implementation Team, Analytics, and IT functions, ensuring seamless operations and innovative solutions.

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Assignment rules in Salesforce

• By Ankush Dureja in salesforce

December 6, 2018

Page Contents

What are assignment rules in salesforce ?

Assignment rules in salesforce are used to automatically assign lead or Case to owner( User Or Queue ). Assignment rule is used to automate owner assignment on Case and Lead based on conditions on Case or Lead. For example, there could on lead assignment rule for web-generated leads and one case assignment rule for the holiday use.

Types of assignment rules

There are two type of assignment rules

Lead Assignment Rules

Case assignment rules.

Specify how leads are assigned to users or queues as they are created manually, captured from the web, or imported via the Data Import Wizard.

Determine how cases are assigned to users or put into queues as they are created manually, using Web-to-Case, Email-to-Case, On-Demand Email-to-Case, the Self-Service portal, the Customer Portal, Outlook, or Lotus Notes.

Create or Setup assignment rules

• From Setup, enter Assignment Rules in the  Quick Find  box, then select either  Lead Assignment Rules  or  Case Assignment Rules .
• Choose  New , and then give the rule a name. Specify whether you want this to be the active rule for leads or cases created manually and via the web and email. Then click  Save .
• To create the rule entries, click  New . For each entry, you can specify:
• Order : Sets the order in which the entry will be processed in the rule, for example, 1, 2, 3. Salesforce evaluates each entry in order and tries to match the criteria of the entry. As soon as a match is found, Salesforce processes the item and stops evaluating the rule entries for that item. If no match is found, the item is reassigned to either the default Web-to-Lead owner, the administrator doing a lead import, or the default case owner.
• Choose criteria are met and select the filter criteria that a record must meet to trigger the rule.For example, set a case filter to Priority equals High if you want case records with the Priority field marked High to trigger the rule. If your organization uses multiple languages, enter filter values in your organization’s default language. You can add up to 25 filter criteria, of up to 255 characters each. When you use picklists to specify filter criteria, the selected values are stored in the organization’s default language. If you edit or clone existing filter criteria, first set the Default Language on the Company Information page to the same language that was used to set the original filter criteria. Otherwise, the filter criteria may not be evaluated as expected.
• Choose formula evaluates to true and enter a formula that returns a value of “True” or “False.” Salesforce triggers the rule if the formula returns “True.” For example, the formula AND(ISCHANGED( Priority ), ISPICKVAL (Priority, “High”) ) triggers a rule that changes the owner of a case when the Priority field is changed to High. If your condition uses a custom field, the rule entry will be deleted automatically if the custom field is deleted.
• User : Specifies the user or queue to which the lead or case will be assigned if it matches the condition. Users specified here cannot be marked “inactive” and they must have “Read” permission on leads or cases.
• Do Not Reassign Owner : Specifies that the current owner on a lead or case will not be reassigned to the lead or case when it is updated.
• Email Template : We can specifies the template to use for the email that is automatically sent to the new owner. If no template is specified, no email will be sent. When assigning a lead or case to a queue, the notification goes to the Queue Email address specified for the queue and all queue members.
• Predefined Case Teams : Specifies the predefined case team(s) to add to a case when it matches the condition. A case team is a group of people that work together to solve cases.
• Replace any existing predefined case teams on the case : Specifies that any existing predefined case teams on the case are replaced with the predefined case teams on the condition, when a case matches the condition.

After creating the entry, click  Save , or  Save & New  to save the entry and create more entries.

Assignment Rule Example

Following is sample Case assignment rule which assigns case to different queues based on Billing Country, Account SLA and customer type:

For more details about assignment rules please refer to assignment rules  official link.

Assignment rules in Salesforce trailhead

Good luck for creating Assignment rules in Salesforce 🙂

• Assignment rules , Assignment rules Salesforce , Case Assignment rules , Lead Assignment Rules , salesforce , sfdc

Ankush Dureja

Permanent link to this article: https://www.sfdcpoint.com/salesforce/assignment-rules-in-salesforce/

Skip to comment form

• Stremove.com on August 2, 2020 at 9:10 am

Case Assignment Rules Determine how cases are assigned to users or put into queues as they are created manually, using Web-to-Case, Email-to-Case, On-Demand Email-to-Case, the Self-Service portal, the Customer Portal, Outlook, or Lotus Notes.

• Dayene on August 25, 2020 at 7:01 pm

Hi! What about when I want my assignment to change when the Lead status is changed? I’ve created two criterias. First when the status is new and second when the status has other values. But when the Lead is updated and the status changes the assignment doesn´t follow this change and it does not assignment the Lead Owner correctly. Thanks.

• Vrushabh LEngade on October 27, 2020 at 3:51 pm

Use Escalation Rules and escalate the case to another user or queue

• subhasini on December 23, 2021 at 6:19 pm

Hi Ankush Dureja, there is a interview question on assignment and the question is : What will happen if the user becomes inactive(or user is deactivated) on whom the rule is assigned. Please reply me ASAP

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Monday, november 12, 2012, salesforce: assign using active assignment rule.

• Assignment Rules
• 'Assign using active assignment rules' checkbox always checked by default
• Why Salesforce assignment rule is not working?
• Case Assignment Rules not working
• Idea Exchange:  Assignment rules don't work with Inline Edits  

2 comments:

NOTE: Unlike the Case object, the Lead object requires the 'Show on edit page' checkbox to be enabled when the "Default" checkbox is enabled.

Thanks, because Default will be uncheck when 'Show on edit page' disable in Lead.

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