Best Lead Distribution Software: Top Tools and Features

In sales, timing is everything. You might have dozens or even hundreds of leads in your pipeline. But if those leads aren’t assigned to the right reps quickly enough, your reps won’t be able to reach out — and those leads may move on to somebody else.

A lead distribution software can help you get to those leads ASAP: AI-powered systems automate lead routing and distribute leads fairly among your team.

We’ll take you through how lead distribution tools work and how they can impact your business. Then you can go through our curated list of the best tools on the market to pick the best one for your needs.  

What is lead distribution software?

Lead distribution software automates lead routing and validation. It operates according to the  “rules” you set to send leads to a sales rep or a sales team. It matches each lead with the rep most likely to close the deal.

Lead distribution software is not the same as customer relationship management (CRM) software: 

• CRM has a much broader focus: It stores your leads and helps you nurture relationships in the long term. 
• Lead governance software is about quality and consistency: Lead distribution platforms can also be distinct from software that handle governance and management, like Integrate. Integrate takes care of lead governance and management before passing compliant, quality leads to your CRM or MAP for the next step in the process: routing and distribution. 

In the past, you might have manually checked leads for quality. But as your lead volume increases, this isn’t sustainable. Adding automation into the mix saves valuable time and resources while continuing to ensure each lead is up to the standards your sales team needs. 

Why having a good lead distribution tool matters

Let’s face it: If you’re stuck with slow or manual routing, you’re wasting both money and time. You’ll miss opportunities because your salespeople can’t be available to distribute leads 24/7. The money you’re spending on ads is essentially being thrown away. And you’ll struggle to scale your business as your reps become overwhelmed by the volume of incoming leads they’re handling on their own.

Implementing an automated lead distribution software is beneficial because:

• Your response times are faster.
• You’re more likely to close deals.
• Analytics help you make data-driven decisions.
• Leads are distributed evenly and fairly among reps.
• It’s easier for your business to scale and grow.

You’lle also likely see improved morale with your sales team when new leads are distributed by an impartial third party (the software) and as your conversion rates improve. 

Best lead distribution software

Choosing the best lead distribution software for your business might feel overwhelming. So, we’ve created a list of your top options, along with their highlights and how they can help you streamline your sales process.

Integrate

Integrate is a complete lead management and data governance solution for enterprise B2B marketers. You can save time by letting it collect and standardize your lead data and deliver high-quality, compliant leads to your CRM. But it does more than just simple management: Integrate helps you see a real return on your investment by giving you actionable leads, increasing operational efficiency, and providing transparency into cross-channel analytics so you can reallocate budget as needed.

Highlights:

• Integrates with CRMs and marketing automation platforms
• Automated lead validation and routing across multiple channels
• Full visibility allows you to optimize demand programs and accelerate pipeline
• Perfect for enterprise B2B teams looking to scale without losing accuracy 

Convertr

Convertr cleans, orchestrates, and validates marketing lead data at scale to help you improve lead quality before distribution. This platform uses automation to make sure your leads meet your standards. It’s designed for enterprise-level companies and also provides real-time insights with end-to-end reports. 

Highlights:

• 40+ integrations, including major CRMs and MAPs
• Great customer support through chat, email, and phone
• Real-time optimization that continuously adjusts campaign performance

AUDYENCE

Audyence is designed for B2B lead generation. The platform combines programmatic media platforms with a cost-per-lead model, helping advertisers and agencies generate and route quality leads. Programmatic Real-Time Demand (RTD) technology is behind the automated workflows that improve the efficiency of your campaigns. 

Highlights:

• Precision targeting
• Only pay for leads you accept
• Optimize lead gen campaigns across all publishers in a single dashboard

Enhance Leads AI

Enhance Leads AI is an AI-powered platform that provides configurable templates you can use to automatically engage leads. This conversation will help you understand their needs and intent before moving them to your sales team. The templates integrate with any website domain, and leads are automatically scored. Enhance Leads AI is a good fit for local service businesses and B2B sales teams. 

Highlights:

• Configurable AI templates engage website visitors in natural conversation
• Leads are scored and delivered to your dashboard with a conversation summary
• Set it up by copying/pasting a single line of code to any platform (WordPress, Webflow, Squarespace, etc.)

Key features to look for in lead distribution software

Look for lead distribution solutions that improve the quality, speed, and effectiveness of lead distribution workflows, starting long before leads ever get assigned. For example, a solid platform should provide:

• Data validation and quality control: Ensures leads are clean, compliant, and usable before being moved to your CRM.
• Lead enrichment: Adds valuable demographic data so your sales reps know which leads to prioritize.
• Workflow automation: Improves ROI and helps you scale the entire process.
• Strong integrations: Seamless connections with your CRM, MAP, and other data providers.
• Deep analytics: Full visibility into data like lead quality, vendor performance, and campaign ROI.

Once a lead enters your CRM, the system uses routing logic to determine how leads and reps are matched. Common types of routing logic include:

• Round-robin routing
• Skills-based routing
• Territory-based routing

Usually, these routing capabilities are found within your CRM, not in lead governance software like Integrate. 

How to choose the best tool for your team

As you research the best lead distribution software, consider factors like:

• Pricing
• Scalability
• Your team size
• Ongoing support
• Set up and ease of use
• Available integrations
• The amount of complexity you need (more products or more territories = more detailed rules)

Tip: You might prioritize these items based on your needs and add items unique to your business.

Questions to ask vendors

When you’re talking to different lead distribution tool vendors, make the most of your time during a demo. It’s helpful to ask questions like:

• Can we change the routing rules ourselves?
• Which CRMs does your platform connect with natively?
• If a rep doesn’t respond to a lead in time, does the system automatically give the lead to someone else?
• Does the platform provide built-in reports showing which leads turn into deals the fastest?
• What security and compliance features do you offer?
• Can I try the system out on a trial period before committing? 

Take notes of their answers so you can remember which information goes with which vendor.

Why you should run a pilot program first (and how to)

Finally, run a pilot program before fully rolling out the lead distribution platform. A pilot helps you identify potential issues in a controlled, low-risk environment. You’ll be able to:

• Make sure the software works correctly.
• Get useful feedback from your reps.

To run your pilot, test the new system with a single region or a few reps. 30-60 days is generally a good timeframe. During that time, choose one or two goals to track, like shortening rep response times or increasing lead conversion rates.

After the pilot, get feedback from your reps on their experience. Collect information like: 

• Was the software easy to use?
• Were software issues resolved?
• Did they get higher-quality leads? 
• Did deal rates increase?

Remember: Features are great, but usability and adoption are just as important, so make sure your team will actually use the tool.

If performance data backs up their experience, this is likely the vendor for you. You can move forward to a full-scale rollout. 

What sets Integrate apart

Integrate is a comprehensive lead management platform. Before delivering leads to your CRM, the system: 

• Validates leads (fills fields correctly)
• Normalizes leads (standardizes them)
• Enriches leads (with demographic data)

This is something the majority of CRMs and routing add-ons don’t do. And this is extremely helpful for your reps, as they can jump right in with compliant, high-quality leads. 

This two-pronged approach of validation and distribution also ensures you aren’t wasting money on bad leads. Integrate filters to remove duplicate, incomplete, fake, and non-compliant leads before they hit your system so you don’t waste money on follow-up and storage. 

Integrate also stands out because of its attribution and ROI reporting capabilities. With Integrate, you can follow your leads all the way through their campaign journey to see which ones ended up as closed deals. Having data on revenue outcomes is extremely valuable as you make budget decisions, prove impact to leadership, and more. 

Plus, Integrate connects with the tools you already use every day — CRMs like Salesforce, marketing automation platforms like HubSpot, data partners like 6sense — so your team doesn’t have to completely revamp the way they work.

Get leads to the right place, faster

Simply having a lead distribution software isn’t enough. You need to choose the right software — one that has the perfect mix of functional features, usability, and high adoption rates. 

Integrate has the AI-driven features you need for faster follow-up, fair routing, and better conversion rates. Request a demo to see how we can help with your distribution strategy.