CRM lead routing

I built an application-routing workflow that adapted questions, scored submissions, and sent priority applicants to an owner.

  1. Choose vertical
  2. Adaptive questions
  3. Score submission
  4. Priority owner or screening path
Application routing
My role

Growth operations and CRM systems lead

Context

Pre-Bassline creator partnership intake

My part in the work

  • Designed vertical-specific form logic.
  • Built a scoring rubric for application classification.
  • Connected priority applications to designated deal owners.

Different applicants, consistent data

The form changed its questions according to the applicant’s vertical. A common scoring rubric classified each submission, giving the pipeline a consistent structure without treating every applicant identically.

Routing replaces manual parsing

Priority submissions went to the designated owner; others entered the appropriate screening path. The workflow removed manual interpretation from that step. The diagram describes the supplied process rather than a newly invented software screen.

Delivered change

Adaptive intake, classification, and owner routing

Documented implementation; no measured routing speed or sales lift.

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