| name | Warm Lead Routing |
| when_to_use | When identifying which leads are showing real buying intent right now and who should follow up on them. Use when: warm leads, hot leads, who should follow up on this lead, lead routing, lead scoring, which leads are engaged, intent signals, website visitor identification. |
| description | Use this skill when scoring lead warmth from intent and engagement signals — Warmly website-visitor identification, HubSpot form fills and email engagement, and Calendly booking activity — and proposing which rep a warm lead should be routed to. Covers a practical scoring approach for "how warm is this lead" and explicit handling for when intent-signal tools (Warmly, Calendly) aren't connected, falling back to CRM-only engagement signals rather than failing outright.
|
Warm Lead Routing
Overview
Most inbound lead volume is noise — a form fill from a student researching a
term paper looks identical in a CRM to a form fill from an IT director who
just had an outage. Warmth is what separates the two, and it comes from
signals CRM stage alone doesn't capture: is this account revisiting the
pricing page, did the same person book a call, did an email actually get
opened. This skill combines those signals into a practical warmth score and
turns that into a routing recommendation — the right rep, contacted soon
enough to matter, with the reasoning shown so a sales manager can override
it.
This skill is explicitly tiered: the richer the connected tool set, the more
precise the scoring, but a CRM alone (no Warmly, no Calendly) still produces
a usable, if coarser, read. Never treat missing intent tools as a reason to
skip lead scoring entirely — degrade the signal set, not the output.
Signal sources and what they contribute
| Signal source | Signal | Weight (relative) |
|---|
| Warmly (if connected) | Anonymous or identified website-visitor activity — repeat visits, pricing/product-page views, session recency | High — this is the earliest, least-solicited intent signal available |
| Calendly (if connected) | A booked call/meeting — the strongest possible intent signal, since the lead took a deliberate action | Highest — a booking should almost always push a lead into "warm" regardless of other signals |
| HubSpot (or connected CRM) form fills | A submitted form — contact info plus whatever context the form captured (use case, company size, urgency language) | Medium — real intent, but lower-effort than a booking |
| HubSpot (or connected CRM) email engagement | Opens, clicks, and replies on marketing or sales sequence emails | Medium-low individually, but a rising trend (multiple opens/clicks over a short window) is a meaningful signal |
| HubSpot (or connected CRM) lifecycle/lead status | Existing lead score or lifecycle stage, if the CRM tracks one | Contextual — use as a prior, not a replacement for the signals above |
Discovering available tools first
Before scoring anything, call conduit__search_tools to determine which of
Warmly, Calendly, and a CRM (typically HubSpot) are actually connected for
this org. Do not assume all three — this is the skill in this pack most
likely to run with partial coverage, since Warmly and Calendly are both
explicitly optional enrichments per this pack's README. Scope scoring to
whatever is actually live, and state which signal sources were used (and
which weren't available) in every output.
Scoring approach
Keep this explainable rather than a black-box formula — a rep or sales
manager needs to see why a lead is scored warm to trust routing it.
-
Start from a base tier using the strongest available signal:
- A Calendly booking in the last 7 days → start at Hot.
- Warmly-identified repeat visits (2+ sessions in 7 days) or a pricing/
product page view → start at Warm.
- A CRM form fill in the last 14 days with no other signal → start at
Warm-Cool (real intent, but lower urgency than a booking or repeat
visit).
- Email engagement only (opens/clicks, no form fill, no booking) → start
at Cool.
- No recent signal of any kind → Cold — do not include in a warm-lead
routing output; this skill surfaces leads worth acting on now, not the
full lead database.
-
Adjust up or down based on secondary signals:
- Multiple signal sources agreeing (e.g. a Warmly repeat visit and a
form fill within the same week) moves a lead up one tier — convergent
signals are more reliable than any single one.
- A signal that's aging (e.g. a form fill 12 days old with nothing since)
should not be scored as fresh as one from yesterday — recency matters
within a tier, not just which tier it lands in.
- Company-fit context, if available (existing client's employee vs. a
brand-new domain, or a company size wildly outside the org's typical
client profile) can be noted as a qualifier, but should not override a
strong behavioral signal — a bad-fit account that books a call is still
worth a fast, brief qualifying response.
-
Only "Hot" and "Warm" tiers get a routing recommendation in normal
output; "Warm-Cool" and "Cool" can be included in a fuller sweep if asked,
but shouldn't clutter a default "who's warm right now" answer.
Routing recommendation
Once a lead clears the Warm threshold, propose an assignee:
- If the lead is already associated with an owner in the CRM (e.g. an
existing named account, or a rep already assigned to the deal/contact),
route to that owner by default — continuity beats round-robin.
- If unowned, and the CRM exposes territory, industry, or account-size
routing rules, apply them.
- If no routing rule is available, propose round-robin among the reps
with capacity (open-deal count, if visible) rather than always defaulting
to the same person, and say explicitly that this is a default proposal in
the absence of a documented routing rule.
- Always state the rationale in one line per lead: signal(s) that earned
the tier, and why this rep — e.g. "Booked a Calendly call 2 days ago;
existing deal owner Maria S."
Do not write the assignment back to the CRM unless the operator explicitly
asks for it — default to a proposal, matching this pack's other skills.
Graceful Degradation
| Missing / Unavailable | Handling |
|---|
| Warmly not connected | Skip website-visitor signals; score from CRM form fills/email engagement and Calendly (if connected) only. State plainly that anonymous visitor intent isn't visible. |
| Calendly not connected | Skip booking signal; the "Hot" tier can then only be reached via strongly convergent Warmly + CRM signals — state that bookings can't be checked. |
| No CRM connected | This skill cannot run meaningfully — form fills, email engagement, and owner/routing data all live in the CRM. State this plainly and stop, the same way pipeline-health does. |
| Only a CRM connected (no Warmly, no Calendly) | Score from form fills and email engagement only; state explicitly that the warmth read is CRM-only and coarser than it would be with intent-signal tools connected. |
| No routing rule available in the CRM | Propose round-robin by open-deal capacity and say so explicitly, rather than presenting round-robin as a documented policy. |
Error Handling
No signal sources connected at all
State plainly that warm-lead routing requires at least a CRM to be
connected, and that none was found. Do not fabricate leads or scores.
Signal sources connected but return no activity in the lookback window
Report that no leads currently meet the Warm threshold, rather than lowering
the bar to force a result — an empty warm-leads list is itself useful
information.
Best Practices
- Never silently drop a signal source from consideration — state which were
used and which weren't connected, every time.
- Keep tiering explainable: show the signal(s) that earned each lead's tier.
- Treat a booking (Calendly) as close to an automatic "Hot" — it is a
deliberate action, not a passive behavioral trace, and should rarely be
outranked by weaker signals.
- Default to proposing routing, not writing it — this skill informs a rep or
manager's decision, it doesn't replace it, unless explicitly asked to act.
Related Skills
- Pipeline Health — once a warm lead
converts to an open deal, pipeline health picks up its ongoing tracking
- Quote-to-Close Tracking — downstream
of this skill, once a warm lead has progressed to a quote or proposal
