The Salesforce Routing Playbook: How to Use Enrichment Data for Instant Lead Assignment

What "Enrichment-Based Routing" Actually Means

Lead routing in Salesforce exists on a spectrum. At the basic end, leads route based on form fields: the prospect self-selects their company size, you match that against a lookup table, and the assignment rule fires. At the more sophisticated end, routing decisions incorporate enrichment data that the prospect never provided — company headcount from an external data source, tech stack from crawling and job posting analysis, funding recency from financial data feeds — combined into a scoring model that your assignment rules act on.

Most RevOps teams are somewhere in the middle. They've configured assignment rules that use one or two enrichment fields — usually company size, sometimes industry — but they're not yet using funding recency, headcount velocity, or technographic stack as routing criteria. This playbook covers the gap between "routing on enrichment basics" and "routing on the full enrichment signal set."

One important prerequisite: this routing architecture only works if enrichment arrives before the routing rules evaluate. If you're running batch enrichment, routing decisions happen before the signal fields are populated, and the enriched fields serve as contextual displays rather than routing inputs. The webhook trigger model is a hard dependency for the approach described here.

Step 1: Define Your Routing Tiers Before Touching Salesforce

Before configuring any Salesforce fields or assignment rules, document the routing tiers you actually need. A typical B2B SaaS operation with an SMB and mid-market/enterprise split needs at minimum:

• Tier 1 — Enterprise: 500+ employees, ICP fit Strong, recent funding or active hiring. Routes to named enterprise AE or senior SDR.
• Tier 2 — Mid-market: 100–499 employees, ICP fit Strong or Moderate. Routes to mid-market SDR pool.
• Tier 3 — SMB: Under 100 employees, ICP fit Moderate or above. Routes to SMB sequence (may be automated first touch rather than SDR call).
• Tier 4 — Disqualified: ICP fit Weak, or company type that explicitly doesn't buy (consumer, government, non-profit where not applicable). Routes to nurture or auto-disqualification.
• Tier 5 — Insufficient Data: Enrichment coverage too thin to score reliably. Routes to holding queue for manual review or delayed SDR touch.

The reason to document tiers before configuring Salesforce is that the tier definitions drive field requirements. Tier 1 requires a headcount field (to distinguish 500+ from 499), a fit tier field, and a funding recency field. Tier 5 requires an enrichment coverage confidence field. Map the tier logic first, then build the field infrastructure to support it.

Step 2: The Custom Field Set Salmon Writes to Lead Records

The following Salesforce Lead fields are populated by Salmon's enrichment layer at webhook trigger time. All fields use the namespace prefix Salmon__.

Field API Name	Type	Used In Routing?	Description
Salmon__EnrichedHeadcount__c	Number	Yes	Current employee count from enrichment sources
Salmon__HeadcountDelta90d__c	Number	Yes (velocity routing)	Headcount change over 90 days, can be negative
Salmon__FundingRecencyDays__c	Number	Yes	Days since most recent confirmed funding event
Salmon__ICPFitTier__c	Picklist	Primary routing key	Strong / Moderate / Weak / Insufficient Data
Salmon__InstalledTechStack__c	Long Text	For sequence selection	Comma-separated list of detected technologies
Salmon__EnrichmentCoverage__c	Picklist	For Tier 5 routing	Full / Partial / Minimal
Salmon__ICPFirmographicScore__c	Number	Secondary routing	0–100 firmographic fit score
Salmon__ICPTechMomentumScore__c	Number	Secondary routing	0–100 technographic recency score

Step 3: Configure Salesforce Assignment Rules With Enrichment Criteria

Salesforce Lead Assignment Rules support multi-criteria conditions. The routing playbook uses the following rule ordering (rules evaluated top-to-bottom, first match wins):

/* Rule 1: Enterprise High-Priority
   Routes to: Enterprise AE queue */
Salmon__ICPFitTier__c = "Strong"
AND Salmon__EnrichedHeadcount__c >= 500
AND Salmon__FundingRecencyDays__c <= 180

/* Rule 2: Enterprise Standard
   Routes to: Enterprise SDR pool */
Salmon__ICPFitTier__c = "Strong"
AND Salmon__EnrichedHeadcount__c >= 500

/* Rule 3: Mid-Market with Momentum
   Routes to: Mid-market SDR pool */
Salmon__ICPFitTier__c IN ("Strong", "Moderate")
AND Salmon__EnrichedHeadcount__c >= 100
AND Salmon__EnrichedHeadcount__c < 500
AND Salmon__HeadcountDelta90d__c > 10

/* Rule 4: Mid-Market Standard
   Routes to: Mid-market SDR pool */
Salmon__ICPFitTier__c IN ("Strong", "Moderate")
AND Salmon__EnrichedHeadcount__c >= 100
AND Salmon__EnrichedHeadcount__c < 500

/* Rule 5: SMB Qualified
   Routes to: Automated SMB sequence */
Salmon__ICPFitTier__c = "Moderate"
AND Salmon__EnrichedHeadcount__c < 100

/* Rule 6: Insufficient Data
   Routes to: Manual review queue */
Salmon__EnrichmentCoverage__c = "Minimal"

/* Rule 7: Default (no rule matched)
   Routes to: Nurture queue */

Rule ordering matters more than rule logic in Salesforce assignment rules. Rules 1 and 2 share the same headcount threshold — the only difference is funding recency. If Rule 2 is evaluated before Rule 1, high-priority enterprise leads with recent funding get the standard enterprise experience instead of the high-priority one. Always put more specific rules above more general ones.

Step 4: Tech Stack Routing for Sequence Selection

Once the routing rule determines which rep or queue the lead lands in, sequence selection can use the technographic data to personalize the outreach track. This is done through Salesforce Process Builder or Flow automation rather than in the assignment rule itself.

A team we worked with — a growing B2B software company using Outreach as their sales engagement platform — configured three technographic routing tracks triggered after assignment:

• Track A: Salesforce-native stack — lead's detected tech includes Salesforce CRM. Routes to sequence emphasizing native Salesforce field mapping and the sub-300ms sync story.
• Track B: HubSpot stack — lead runs HubSpot. Routes to sequence emphasizing the HubSpot-native integration and contact property mapping.
• Track C: Stack undefined or mixed — technographic data is thin or company runs an uncommon CRM. Routes to a stack-agnostic sequence.

This isn't just personalization for personalization's sake. A prospect evaluating a tool that integrates with their existing CRM has a fundamentally different buying evaluation than one considering a CRM migration as part of the purchase. The sequence that converts the first type talks about enrichment fields and assignment rules. The sequence that converts the second type talks about data continuity during migration and dual-write periods. Knowing the tech stack before the first email goes out lets you skip the discovery that should have happened before first contact.

Step 5: Handling the Enrichment Coverage Gap

Any routing playbook that doesn't account for enrichment failures is incomplete. Salmon's webhook enrichment returns a coverage confidence level with every record — Full, Partial, or Minimal. Minimal coverage (typically companies with fewer than 20 employees, very recent incorporations, or minimal digital footprint) shouldn't route through the normal ICP scoring path, because the score will be unreliable.

The safest handling for Minimal coverage records is a dedicated holding queue with a short TTL: if the record hasn't been manually reviewed within 48 hours, it auto-routes to the SMB nurture track. This prevents high-potential small companies from falling through the cracks while also preventing resources being applied to records that are genuinely too thin to qualify.

For a complete walkthrough of the Salesforce field configuration and how to install Salmon's managed package, see the Salesforce integration page. The field mapping table above reflects the current schema; the integration page includes the full list including secondary fields used for enrichment provenance and confidence metadata.