Salesforce Round Robin Lead and Case Assignment

Imagine your leads or cases as a deck of cards. Now you want to distribute the deck evenly among five players on the table - the players being agents or sales reps in your company. What you do is deal one card at a time to player 1, then 2, then 3, then 4, then 5, then back to player 1 and so on, until all the cards are dealt.  

A similar system or algorithm of assigning leads or cases can be done inside Salesforce, and this method is aptly called the "round robin". 

“Round robin is an arrangement of choosing all elements in a group equally in some rational order, usually from the top to the bottom of a list and then starting again at the top of the list and so on.”

Simply put, round robin is all about taking turns on who gets a card. So while distributing cards, each participant is given one card at a time, in a rotational manner.

Round Robin as Applied in Salesforce

A very common requirement from many Salesforce customers is to be able to distribute leads or cases amongst the sales or support teams in a rotational manner.

So if there are three sales reps in the company and we would like to distribute leads, then :

  • Lead 1 must go to Sales Rep 1 (Start of turn 1)
  • Lead 2 must go to Sales Rep 2
  • Lead 3 must go to Sales Rep 3 (End of turn 1)
  • Lead 4 must go to Sales Rep 1 (Start of turn 2)
  • Lead 5 must go to Sales Rep 2
  • Lead 6 must go to Sales Rep 3 (End of turn 2)
  • ….and so on

This requires using lead or case assignment, which is a standard feature, but if we would like to do round robin assignment, we need to do some configuration to make it work.

Note

The following example is for leads, but it works the same way for cases.

What we need:

  • Two custom fields (One Formula field and one Auto number field)
  • One Lead assignment rule

  Create two Custom fields

To create a new field go to:
Setup->Object Manager->Lead->Fields & Relationships

Click NEW.

1- Set Auto Number Field (Lead Number)

When you set this, the field will be populated with an auto-generated sequential number whenever a new lead is created.

Using the wizard, select Auto Number and click NEXT.

In Step 2 of the wizard, you will see the following properties:

Fill them in accordingly:

PROPERTY

VALUE

Field Label

Lead Number

Field Name

Lead_Number

Field Type

Autonumber

Display Format

{0}

Starting Number

1

Checkbox ‘Generate Auto Number For Existing Records'

Can be checked if you want Lead Number to be created for existing records. We keep the field unchecked.

External Id

Unchecked

2 - Fill in formula (Round Robin ID)

You may now configure the formula field by choosing Formula Field here, and clicking NEXT.

In Step 2 of the wizard, focus on the following properties (marked in red):

Fill in the values accordingly:

PROPERTY

VALUE

Field Label

Round Robin ID

Field Name

Round_Robin_ID

Field Type

Formula

Formula return Type

Number

Starting Number

1

Decimal Places

0

In Step 3 of the wizard, fill in the Formula:

In our example we have 3 sales reps, so the formula is:
MOD(VALUE({!Lead_Number__c}) ,3) +1

What the formula does is divide the the Lead Number by (Number of Sales Reps) and find the remainder of the division. MOD() function is used for the purpose. This returned remainder ‘R’ will be as per the below equation

Number of sales reps-1 >= R >= 0

We then add one to the remainder, so the equation becomes :
Number of sales reps-1+1 >= R=1 >= 0+1
i.e. Number of sales reps >= R+1 >= 1

So the number returned by formula (R+1) will always be one from the set
{1,2,3,4,…,Number Of Sales Rep}
This returned value will be stored in the Formula field ‘Round Robin ID’.

So if we have 5 sales Reps the formula will be MOD(VALUE({!Lead_Number__c}) ,5) +1.

And the Round Robin IDs generated will be 1 or 2 or 3 or 4 or 5.

If the sales reps are given numbering starting from 1, then the corresponding ‘Round Robin Id’ can used to assign the leads to the sales reps. In our case we have 3 sales reps, which we name Sales Rep 1, Sales Rep 2, Sales Rep 3. Round Robin Ids generated will be either 1 or 2 or 3.

SALES REP NUMBER

ROUND ROBIN ID

LEAD ASSIGNMENT

1

​1

​All Leads with Round Robin Id 1 can be assigned to Sales Rep 1

2

​2

All Leads with Round Robin Id 1 can be assigned to Sales Rep 2

3

​3

​All Leads with Round Robin Id 1 can be assigned to Sales Rep 3

1

4

All Leads with Round Robin Id 1 can be assigned to Sales Rep 1

2

​5

​All Leads with Round Robin Id 1 can be assigned to Sales Rep 2

3

​6

​All Leads with Round Robin Id 1 can be assigned to Sales Rep 3

The screenshot below was captured after six leads were created.

 Create Lead Assignment Rule

Now that the stage is all set, we can leverage the ‘Round Robin Id’ to create lead assignment rules to assign leads to the Sales Reps. To do this:

Go To Setup->App Setup->Customize->Leads->Lead Assignment Rules

Click the New Button

Enter a name for the Assignment Rule e.g. ‘Round Robin Assignment Rule’

Save the Assignment Rule.

Click the New Button in the Rules Entries section to create a new rule entry

Set the Sort Order: 1

Select the Fields
Field: Lead: Lead Number
Operator: equals
Value: 1

Select the User to be assigned the Lead

Optionally select an email template to notify the new owner they have just been assigned a Lead. There is an “out of the box” email template called “Leads: New assignment notification (SAMPLE)” that comes with Salesforce that is usually stored in the “Unfiled Public Email Templates” folder.

Repeat the steps to create rule entries for Reps 2 and 3.

When you successfully configure this for all your reps, you should be well on your way to enjoying the benefits of the Salesforce Round Robin method.

Some Helpful Notes

Purpose of 'Sort Order'

The Rules entries are evaluated based on sort order in ascending order. 

If the first rule entry (Sort order = 1) criteria is not satisfied then the second rule entry (Sort Order = 2) is evaluated and so on…

As soon as a rule entry criteria is satisfied, then the lead owner is assigned based on the rule and the remaining rule entries are not evaluated for the lead under consideration.

Ensure that Lead Assignment check box is made visible on edit page layout.

To configure this:

  • Go to Setup>Object Manager>Lead>Page Layouts
  • Click on edit against the concerned page layout
  • Click on Page Layout Properties
  • Check the check box ‘Lead Assignment Checkbox – Show On edit Page’
  • Lead Assignment Check box is now added on lead edit page layout.

    While creating a lead or editing a lead, check this checkbox and viola the lead will be assigned to one of the designated Sales Reps.

    Variations

    Certain situations affect the Round Robin lead assignment approach, but there are ways to adjust accordingly.

    1. If a new sales rep is added

    • Modify the Formula field to reflect the total number of Sales Reps.
    • Add new lead rule entries to the lead assignment rule.


    2. If a sales rep is on leave or sick

    • Modify the formula field to reduce the number of sales reps.
    • Delete the assignment rule for the rep that is away.

    Limitations

    Scenarios where Round Robin Lead assignment will have limitations are:

    1. If lead is to be assigned based on record type.
    2. If hot leads are to be even distributed and normal leads are also to be evenly distributed.
    3. If a few sales reps left or are on leave or sick
    4. Load balancing between leads. If one sales rep is supposed to handle 30% leads and the other sales reps need to handle remaining 70% of the leads.

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