Your forms, your inbox and your CRM
Website forms, shared mailboxes on Microsoft 365 or Google Workspace, and HubSpot, Salesforce or the others on the integrations list. Up to three systems in a First Agent.
Sales · AGT-01 Lead Router
Lead routing automation, so every enquiry has an owner inside ten minutes.
An enquiry arrives on the website form, by email, from a phone message written on a pad. Somebody notices it, or does not. Somebody decides whose it is, or two people both assume it is the other's. By the time it is answered, the prospect has heard back from the firm down the road.
Lead Router reads every enquiry as it lands, scores it against the criteria you wrote down, assigns an owner by your rules, creates the CRM record and tells the owner. It does not reply to the prospect. That stays with the person who owns the lead.
01 / The workflow
Receive, read, score, assign, record, hand over.
The rules are yours: what makes a lead worth a same-day call, who owns which territory or product, what happens when the owner is on holiday. The agent applies them the same way at nine in the morning and nine at night.
01
Receive
Web forms, the sales inbox, the info@ address, and phone notes typed by whoever took the call. One queue, however it arrived, read within a minute.
02
Read and check
Is this a real enquiry, an existing customer, a supplier, a recruiter, spam? Is the company already in the CRM? Has this person written before? The record it finds is attached to the lead so the owner never starts cold.
03
Score against your criteria
The criteria are written down in the audit: sector, size, what they asked for, where they are, whether they named a budget or a date. The score is shown with its reasons, never as a bare number, so a person can disagree with it.
04
Assign an owner
By territory, by product, by round robin, by whoever the customer dealt with last: your rule, applied exactly. Out of office is respected. A lead that fits nobody's rule goes to the person you named as the catch-all, not into a gap.
05
Create the record and tell the owner
The CRM record is created or updated with the enquiry, the score and the reasons. The owner gets one message with everything in it and a link. Nothing goes to the prospect.
06
Hand over, and keep the clock
Hardy records when the lead arrived, when it was assigned and when the owner first acted. A lead nobody has touched inside the time you set is escalated, by name, to the person you named. The response time is measured from the same clock, so the number is honest.
02 / The boundaries
What it cannot do
Four things Lead Router will never do on its own authority.
- It does not reply to the prospect. Not an acknowledgement, not a brochure, not a booking link, unless you decide in writing that a specific acknowledgement should go and approve its wording. The first human contact stays human.
- It does not discard a lead. Spam and suppliers are labelled and routed to the catch-all, never deleted. A lead it cannot score is held with its reasons.
- It does not change your rules. It applies the criteria and the ownership map as written. When they produce an odd result, that is reported to you, not quietly corrected by the agent.
- It does not write anything but the lead record. No deal stages, no forecasts, no edits to existing accounts beyond attaching the new enquiry. Reading and creating one record type is the whole of its permission.
Anything outside those rules waits for a named person.
03 / A test run, labelled as one
Test scenario, not a customer result
One working day against a test queue we built for the purpose.
We do not yet have a permissioned customer case to publish for this agent, so here is the next most honest thing: a test we ran ourselves, with the inputs stated. When a client agrees to be named, their measured response time will replace this.
The test queue, one working day
Inputs: 22 enquiries, 3 owners by territory, criteria with 5 factors, 15 minute target
- 08:31:04 Butler Read enquiry 1 of 22, a web form: existing customer, new site, named a date CRM record found and attached. Scored high, reasons shown.
- 08:31:09 Butler Assigned to the owner of that account, CRM updated, owner told Rule applied: existing customer goes to the last person who dealt with them.
- 11:02:47 Butler Read enquiry 9, a phone note: no company, no email, a mobile number Could not score on three of five factors. Held for the catch-all with the note attached.
- 14:20:00 Hardy Escalated enquiry 14: assigned at 14:04, untouched at 15 minutes Owner in a meeting. Escalated to the named deputy, by name, with the clock shown.
- 17:30:00 Hardy Day closed: 22 read, 19 assigned, 3 held for the catch-all, 1 escalated Median time from arrival to owner told: under a minute. First human action measured separately, by the people.
A test queue we assembled from anonymised enquiry types, run on 5 September 2026. It shows the format and the division of labour. It is not a measurement of any customer's response time, and the counts are not a forecast of yours.
Measured on, when it is live for you: enquiries answered by a person inside the time you set, enquiries that reached the wrong owner, and enquiries that reached nobody, which should be zero and is checked. The audit sets the baseline before anything is built.
04 / Fit
The criteria and the ownership map, written down
What makes a lead worth a same-day call, who owns what, who is the catch-all and who the deputy. Most firms have these in their heads. The audit writes them down, and that alone is often worth the fortnight.
When we would advise against it
One salesperson and a handful of enquiries a week: the routing is not the problem, the reply is. A CRM nobody keeps up to date gives the agent nothing to attach. We will tell you either in the audit.
The audit first, then a fixed price
A £1,500 two-week audit, credited in full against the build. Lead Router is normally a First Agent at a fixed £6,500, live in three to four weeks, then from £450 a month to run and watch it, plus £40 to £200 a month paid directly to the providers. Not VAT registered, so no VAT is added. The full price list.
05 / Next step
Tell us where your enquiries arrive and how long they wait.
Roughly how many a week, where they land, and who is supposed to pick them up. That is enough for a first conversation, and we will tell you whether Lead Router is the right first agent or whether another one is.