RevOps playbook · AI Employee: Rev

Inbound Lead Enrichment & Routing

Lead response time < 5 minutes

Install this playbookBack to marketplace
The problem

A prospect fills your demo-request form at 2am. If they're a good fit, every minute is a competitor-advantage window. If they're a bad fit, an SDR wastes 20 minutes qualifying before disqualifying. Manual routing at scale becomes either slow-and-wrong or fast-and-random. And every enrichment pass costs data you don't yet have.

At a glance
Trigger
Webhook
Approvals
None (rule-based)
What it does
Writes to your systems
Systems
MAP · Salesforce · Segment · Enrichment
How it feels in production

An hour-by-hour walkthrough.

2:14am. Priya at Acme Corp fills the demo-request form. Payload lands on the marketing endpoint. 2:14am + 3 sec. Rev enriches: ZoomInfo returns Acme's firmographics (500 employees, SaaS industry, $50M ARR, HQ in SF). LinkedIn returns Priya's role (Head of RevOps). Website enrichment returns Acme's tech stack (Salesforce, Gong, Marketo — good signals). 2:14am + 5 sec. Rev scores: firmographic fit = 9/10, buyer-persona fit = 10/10 (Head of RevOps is a perfect ICP), tech-stack signal = 8/10. Composite score = 9/10 — high-priority inbound. 2:14am + 7 sec. Rev routes: creates the Salesforce lead assigned to the SF-territory AE (Alex), notifies Alex via Slack DM with the enriched profile + score + suggested talking points from the enablement KB. If Alex is on PTO, routes to backup per rota. 2:14am + 10 sec. Automated confirmation to Priya: "Thanks for your interest. Alex, your dedicated AE, will reach out first thing tomorrow morning PT." 9:04am. Alex opens Slack. Sees Rev's brief on Acme. Emails Priya with a personalized note that references her role + Acme's growth stage. Priya responds within an hour. Deal opens. When a lead scores below threshold — student email, personal-gmail signup, wrong industry — Rev routes to nurture instead of AE. When enrichment fails, Rev routes conservatively (AE gets it with a note about missing data) rather than silently downgrading.
How it works

Step by step.

  1. 01

    Enrich lead

    Firmographic enrichment (ZoomInfo, Clearbit, Apollo): company size, industry, revenue, HQ. Person enrichment (LinkedIn, People Data Labs): role, seniority, tenure. Tech-stack enrichment (BuiltWith): current tools.

    ZoomInfo · Apollo · Clearbit · LinkedIn · BuiltWith
  2. 02

    Score

    Multi-dimension scoring: firmographic-fit vs. ICP, persona-fit vs. buyer titles, engagement signals (form fields, page-history if known). Composite score with breakdown; not a black box.

    Scoring rules · LLM
  3. 03

    Route to rep or SDR queue

    High-score + AE territory match: create Salesforce lead assigned to the territory AE. Medium-score: route to SDR queue for outbound outreach. Low-score: route to nurture segment in marketing automation.

    Salesforce · HubSpot · Outreach · Marketo
  4. 04

    Notify + confirm

    AE / SDR gets Slack DM with enriched profile + score + suggested talking points. Lead gets automated confirmation with the AE's name + expected outreach timing.

    Slack · Email
Systems and wiring

What you connect to make this run.

Salesforce · HubSpot

read+write

Lead creation with enrichment fields populated. Territory + ownership rules respected. Existing account matching to prevent duplicates.

ZoomInfo · Apollo · Clearbit · People Data Labs

read

Enrichment providers; multi-source fallback if any single source is missing data. Costs metered per enrichment; unused fields excluded from calls.

Outreach · Salesloft · Marketo

write

Route mediums-score leads to SDR sequences; low-score to marketing nurture. Sequence chosen based on enrichment (industry, role, tech stack).

Slack · Teams

write

AE / SDR notification with rich context. Reduces the "why am I getting this lead" question.

What changes

Before and after, honestly.

Inbound response time
Before
1-4 business hours (during business hours only)
After
Under 5 minutes, 24/7
AE time on enrichment before first outreach
Before
15-30 min per lead
After
Zero — enrichment is done before AE sees it
SDR-qualified-to-AE conversion rate
Before
30-50%
After
60-80% (better routing means better-fit leads reach AEs)
Inbound-to-first-meeting time
Before
5-10 business days
After
1-3 business days (faster routing + prepared AE)
Related

Playbooks that pair with this one.

RevOps

Account & Contact Dedupe

Lead-routing must respect deduplication to prevent duplicate account creation.

RevOps

Pipeline & Deal Lookup

Downstream — AE looks up the enriched lead when preparing outreach.

RevOps

SDR → AE Handoff

The SDR-qualified leads flow into this handoff playbook.

RevOps

Territory & Account Reassignment

Territory rules drive routing decisions.

Frequently asked

Answers about this playbook.

How does this handle leads with existing accounts (returning prospects)?

Rev checks for existing account/contact match before creating a new lead. Match found: adds activity to existing account, notifies the current owner. New: creates the lead and routes per territory.

Can we A/B test scoring rules?

Yes — scoring rules are versioned. Ship a new scoring model to 10% of inbound; compare downstream conversion. Roll out gradually or roll back cleanly.

What if enrichment returns wrong data?

Multi-source verification catches most errors. If two sources disagree materially, Rev flags for AE review rather than picking a source. Feedback loop: AE can correct enrichment; improves future accuracy.

How does this handle international leads?

Territory rules include geography. International leads route to the regional AE per your territory model. GDPR + local privacy compliance handled at enrichment time (no enrichment on leads from opt-out jurisdictions).

What about non-form inbound (email requests, LinkedIn messages)?

Configurable intake sources. Email to sales@ can trigger the same enrichment + routing flow via forwarded-email parsing. LinkedIn requires manual upload of the message context.

See it run on your data.

Free plan, no credit card. Connect the systems this playbook needs and run it against a past event first.

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