Lead Routing & Process Design

What it tests

Systems thinking around GTM process design — specifically how candidates architect lead routing logic, handle edge cases, and document decisions for cross-functional stakeholders

Format

1. 1Candidate receives a scenario: the company is launching in 3 new segments (SMB, Mid-Market, Enterprise) with different ICP criteria, rep pools, and SLA requirements — current routing is fully manual
2. 2Part 1 (30 min): design the complete lead routing logic — from web form submission to rep assignment — as a flowchart or written spec covering field criteria, round-robin rules, territory logic, and fallback handling
3. 3Part 2 (25 min): identify the top 5 failure points in their design and explain how they'd detect and fix each
4. 4Part 3 (20 min): write a Slack message to the sales team announcing the new routing and what changes for reps

What to look for

• Does the routing logic handle edge cases — unqualified leads, missing fields, out-of-territory, rep on leave?
• Are the failure points realistic operational risks (data quality, integration latency) or obvious and generic?
• Is the Slack message written for reps — plain language, focused on what changes for them — or is it a technical spec disguised as communication?
• Red flag: designing routing without asking clarifying questions about the ICP definition or rep capacity

Adaptation guide

Customize the scenario to your actual segments and routing complexity. For companies using tools like LeanData or Chili Piper, you can ask candidates to narrate how they'd configure the tool — not just design the logic abstractly.

Full description