Overview
When a lead enters the Fullpath Agentic CRM, the system automatically determines which salesperson it should be assigned to. This happens in real time, before the lead appears in anyone's pipeline.
The assignment logic follows a priority-ordered sequence. It first looks for an existing relationship between the customer and a rep, and only falls back to automatic distribution when no prior relationship exists. The system stops as soon as it finds a match.
This automatic sequence runs for leads that arrive without a salesperson already attached — for example, leads from your lead providers, ADF (Auto-lead Data Format) feeds, website forms, or OEM (Original Equipment Manufacturer) providers. Leads created manually inside the CRM are handled differently, as described below.
The four-step assignment sequence
Step 1 — Existing customer record
- The system first checks whether this customer already has a salesperson on their CRM record from a previous interaction.
- If a match is found, that rep is assigned and the sequence ends here.
- This ensures returning customers go back to the rep who already knows them — no re-routing and no duplicate outreach from a different rep.
Step 2 — Recent CRM activity
- If no salesperson is on the customer record, the system checks whether any rep on the team has a recent communication logged with this customer — a call, an email, a text, or a logged visit.
- If a match is found, the rep on the most recent activity is assigned and the sequence ends here.
- This handles customers who were worked informally — a showroom visit or an inbound call that was logged — before a formal lead record existed. The system recognizes that relationship and routes accordingly.
Step 3 — Recent CRM task
- If no activity match is found, the system checks whether any rep has had a task for this customer, even if no communication has been logged yet.
- If a match is found, the rep on the most recently updated task is assigned and the sequence ends here.
Step 4 — Round-robin
- If the customer has no prior relationship with any rep, the lead is distributed automatically.
- The system assigns the lead to the eligible rep who has gone the longest without being assigned a lead. A rep who has not been assigned any leads yet is first in line.
- Before choosing a rep, the system determines whether the lead is for a new or used vehicle, based on the vehicle's condition and the lead's type, source, and sub-source.
- If a department is identified, the round-robin draws only from reps who are configured as eligible for that department.
- If no department can be determined, or if no reps are eligible for that department, all reps are considered.
How manually created leads are handled
When a lead is created manually inside the CRM, it is assigned to the salesperson selected on the new-lead form rather than through the automatic sequence above. The form pre-fills that salesperson in this order:
- The rep already linked to the customer, if there is one.
- Otherwise, the rep on the customer's most recent record.
- Otherwise, the person creating the lead.
Because a manually created lead always carries a selected salesperson, it does not go through round-robin. Round-robin applies only to incoming leads that arrive with no salesperson attached.
After assignment
Once a rep is assigned, the system writes the assignment to both the lead record and the customer record, then triggers the Task Builder to generate the first task for that rep. The lead appears in the assigned rep's Lead Pipeline, with a corresponding task in their Tasks list.
If the Lead Handling agent is enabled for the dealership, it begins its outreach sequence at the same time, independently of the task.
How this differs from traditional lead routing
Many conventional CRMs assign leads through static rules — a round-robin table, a territory map, or a source-to-rep mapping maintained by hand. When those rules fall out of date, leads get routed to the wrong rep or to a rep with no context on the customer.
The Fullpath approach differs in two ways:
- Relationship continuity comes first. The system always checks whether a rep already has a connection to this customer before it considers automatic distribution. A customer who visited the showroom last month, spoke with a specific rep, and then submitted a web lead weeks later is routed back to that rep — not to whoever is next in line.
- Round-robin is a last resort, not a default. Automatic distribution runs only when the customer is genuinely new to the system, with no prior rep touch-points. When it does run, it uses a simple fairness rule: whoever has waited longest gets the next lead.
Important to note
- Round-robin is based only on how recently each rep was last assigned a lead — not on how many leads they currently hold or on their sales performance. The rep who has waited longest is next, regardless of workload or results.
- Rep department eligibility is configured in the portal. Each rep profile has a New and a Used flag. A rep who is not marked eligible for a department will not receive department-matched leads through round-robin. If no reps are eligible for a given department, the system falls back to considering all reps.
- Managers can manually reassign a lead from the customer record or the Lead Pipeline at any time after the automatic assignment runs.
- Duplicate and bad leads are excluded from the Task Builder trigger. The assignment still runs, but no task is created for those leads.
Troubleshooting
A lead was assigned to an unexpected rep. Check whether that rep had a prior activity or task on the customer record. If so, the assignment followed the relationship-first logic. A manager can reassign from the customer record.
A returning customer was assigned to a new rep instead of their original one. The most likely cause is that the original rep's prior interactions were not logged in the CRM, or the customer record did not have a salesperson stored. Check the customer's activity history.
No rep was assigned. This happens when round-robin finds no eligible reps — most commonly because no team members are configured as active for that account. Confirm that at least one rep profile is active.
New vehicle leads are going to used vehicle reps. Check whether any reps have the New vehicle flag enabled on their profile. If none do, the system falls back to all reps regardless of department.