Intelligent Lead Distribution System

Case Study: Intelligent Lead Distribution System
Industry: Financial Services / Lending
Client Type: U.S.-based Lender / Fintech
Platform: Web-based CRM Infrastructure

Problem

The client’s CRM system had built-in lead assignment tools, but they were too rigid for the scale and complexity of their operation. Distribution logic couldn’t account for agent performance, time zones, lead quality, or dynamic team availability.

This resulted in:

Delays in lead follow-up due to uneven distribution

High-value leads routed to underperforming or unavailable agents

Inability to test or iterate on distribution strategies

Lost revenue opportunities from mismatched lead-agent assignments

Our Solution

We developed a flexible lead distribution engine layered on top of the existing CRM. It dynamically assigned leads using configurable business logic, giving full control over how, when, and to whom leads were routed.

Key features:

Real-time assignment triggered on lead creation

Rule-based prioritization using parameters like lead source, credit score, geography, loan size

Load balancing across agent teams based on capacity, availability, and time zone

Admin interface for managing distribution logic without engineering support

A/B testing capability for experimenting with routing logic

Full audit logs for compliance and QA review

Impact

34% faster average lead response time

17% increase in funded loans within 90 days

Over 40% reduction in leads that went unanswered

Better conversion tracking from marketing to sales

Technologies Used

Node.js backend with real-time event listeners

MongoDB for rule storage and lead tracking

Redis for queuing and lock management

Custom rule evaluation engine built in-house

Integrated with Salesforce API and Twilio call/SMS flows