Salesforce rebuilt its lead routing platform and dropped lead assignment from 20 minutes to 20 seconds, a 97% reduction. The company processes roughly 50,000 inbound responses daily across web forms, chat, phone, and events. Under the old system, leads sat in queues, territory changes took four weeks to implement, and misrouted leads got fixed by hand.
The new platform runs on Data 360, Salesforce's unified customer profile layer. It pulls website activity, event attendance, email engagement, support history, and product usage into one profile covering 150 million individuals. Two models sit on top: a lead score (1 to 5) that shows readiness for sales outreach, and a product interest score that routes to the right specialist team.
Every response now follows one path. Data 360 matches it to a profile, an agent classifies job level, the models score it, and configurable tables pick the team. High-scoring leads with clear product interest go to AEs. Low-readiness leads go to marketing nurture. Leads that meet geography and product eligibility rules go to agent-first outreach, which handles follow-up and hands off when the lead is sales-ready.
The split matters for capacity. Salesforce now routes roughly the top 25% of leads to sellers. The other 75% go to nurture or agents instead of sitting untouched in CRM. One email journey built on product usage signals in Data 360 gets 233% higher click-through than the average Marketing Cloud campaign.
Custom code dropped 90%, from about 2 million lines. Routing changes dropped from four weeks to days, an 85% reduction. When the AMER SDR manager wanted a higher threshold for Tableau leads, they edited a table themselves. The next Tableau lead hit the new bar immediately.
Salesforce redraws territories every year, often with two weeks' notice. This year, every routing change went live the same day new policies did. Under the old system, leads followed outdated rules for up to six weeks.
The company reported Data 360 and Agentforce ARR exceeded US$2.9 billion, more than doubling year over year. Data 360 processed 112 trillion records in FY2026. Salesforce Australia generates approximately A$2.14 billion in revenue with 2,182 employees, so reducing lead assignment time by 97% has material impact when multiplied across a large ANZ enterprise sales operation.
Worth noting: Salesforce did not disclose user count, leads processed per region, or quantified revenue uplift from the new routing platform. The 20-second figure is assignment time, not speed to contact.