Lead-to-Account Matching & Routing Grows to be Mission-Critical

In September 2020, G2, the world’s largest tech marketplace where businesses discover, review and manage the technology they need to reach their potential, recognized Lead-to-Account (L2A) Matching and Routing as a new G2 software category. In doing so, G2 signified the new category has become a “fundamental strategy for marketing and sales to drive more revenue” in 2021.

What is lead-to-account matching and routing?

Lead-to-account matching and routing software solutions automatically match new leads to the correct account record in a CRM, and then route new leads internally to the correct salesperson in accordance with an organization’s process mapping. Within any go-to-market (GTM) operations strategy, timely and accurate lead-to-account matching and routing empowers businesses to develop a more comprehensive understanding of leads and engagement, as well ensure leads are followed up on at a quicker rate.


While most CRM software like Salesforce provide basic functionality for lead-to-account matching and routing, specific lead-to-account matching and routing solutions become mission-critical within today’s more complex GTM motions that can’t be effectively managed in either CRM or marketing automation solutions (Marketo, Pardot, HubSpot, etc.). 

Who benefits from automated lead-to-account matching and routing solutions?

Lead-to-account matching and routing software is used by revenue operations professionals, including sales development representatives and account executives who would otherwise find themselves burdened with a significant number of hours routing leads to the correct individuals and accounts. Lead-to-account matching and routing software is often used alongside other workflow management solutions, such as account data management software and marketing automation software.

In addition to saving time and valuable resources from manual GTM processes, lead-to-account matching and routing software also delivers cleaner and more accurate data within a business’ CRM. Software solutions automatically identify repetitive data, and eliminate any duplicate leads found within the CRM. Furthermore, automatic routing solutions empower revenue operations functions to eliminate the loss of new leads and establish routing rules around account owner, account history, lead source, and/or a variety of other key variables. 


In his G2 Application Research report, “Increased Adoption of Lead-to-Account Matching and Routing Leads to New G2 Category,” analyst Michael Gigante declared automated lead-to-account matching and routing to be “absolutely essential” for companies with growing lead volumes, and calls it “a fundamental strategy for marketing and sales departments to drive more revenue and conduct effective engagements with prospects.” 

“While CRM systems have native capabilities to handle lead-to-account matching and routing, the process is manual and time consuming,” wrote Gigante. “Lead-to account matching and routing software, on the other hand, automates this process, which is why it’s incredibly helpful to have this capability integrated with an organization’s CRM.”

G2 Grid® positions LeanData as the category’s sole leader

G2 scores software solutions and sellers based on reviews gathered from its user community, as well as data aggregated from online sources and social networks. Together, scores are mapped on G2’s proprietary G2 Grid®, which allows product researchers to quickly identify the best products based on customer experiences, and empowers an easy comparison of products and a streamlining of purchase consideration and buying processes.


Perhaps most importantly, G2 prides itself in showing unbiased reviews on user satisfaction in its ratings and reports, and G2 does not allow paid placements in any of its ratings, rankings, or reports. A business earns its placement at G2 based on how much customers value the solution and are satisfied with service and performance. 

At LeanData, we’re excited to be noted as the clear leader in this newly recognized software category. Since our founding, we’ve known of the importance of clean, accurate data in driving efficient and effective GTM motions. But, don’t just take LeanData’s word on it – read what our valued customers had to say on G2’s review site.

For more information on LeanData’s automated solutions, please view the Matching and Routing solution introductory videos.

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About the Author
Ray Hartjen

Ray Hartjen is an experienced writer for the tech industry and published author. You can connect with Ray on both LinkedIn & Twitter.