Real-time lead routing is an automated process that assigns leads to the most appropriate sales representative based on predefined criteria such as geography, engagement level, or deal potential. CRM systems use AI and workflow automation to ensure that leads are distributed efficiently, reducing response times and improving conversion rates. Businesses leveraging real-time lead routing can optimize sales performance, increase speed-to-contact, and improve lead management. This process enhances customer experience by ensuring that prospects receive timely and relevant follow-ups.