Routing
Routing is the deterministic assignment of a record to an owner based on registered rules, segment, territory, coverage, and existing account relationship.
Routing sits on top of the segmentation boundary and the coverage model; it is where those abstractions become an owner name on a record. Because it resolves ownership, it is also where compensation is implicitly decided, which is why routing rules attract more dispute than their complexity warrants.
The requirements are determinism and traceability: the same record must route the same way twice, and the rule that fired must be inspectable. Round-robin assignment layered over incomplete matching logic satisfies neither, and produces the duplicate-ownership problems that consume RevOps time.
Where it breaks
Account matching fails on domain variants, so the same buying group is routed to two owners.
Related terms
- Segmentation boundary
- A segmentation boundary is an enforced rule that assigns an account to exactly one segment and governs which motion, pricing and coverage model applies to it.
- Coverage model
- A coverage model specifies how many accounts of what type each seller or team is responsible for, and what level of attention each account tier receives.
- Channel conflict
- Channel conflict occurs when two routes to market can legitimately claim the same buyer, and no rule decides which one wins.
- Revenue data model
- The revenue data model is the set of objects, relationships and required fields that every revenue-facing process reads from and writes to.
Field notes on this
- When pipeline stages describe sellers, not buyers
Seller-activity stages can weaken conversion and forecast analysis. Define buyer evidence, then calibrate it against realized outcomes.