How is this different from Salesforce assignment rules?

Assignment rules evaluate one record against static criteria. They can't call an enrichment provider mid-flow, check whether a rep is at capacity or out of office, fall back through a second and third rule, or escalate when nothing matches. Lead Scoring & Routing runs that logic outside the CRM and writes the result back, so the CRM still holds the answer. If plain territory routing covers you, keep the native rules.

Should we buy a lead routing tool instead of building one?

If you want round-robin plus instant scheduling on a form, buy it. Chili Piper and HubSpot's native tooling are cheaper than a build and better supported. Building wins when the routing depends on data those tools can't see: enrichment results, capacity in your PSA, an existing account owner in a second CRM, or a named-account list your CRO maintains in a spreadsheet.

What does a sales ops automation project cost, and how fast?

It's hours at $150, published on the site. A single bot or logger is Starter, $900 to $1,800 in one to two weeks. Lead routing with scoring and fallbacks is Workflow, $2,400 to $6,000 in two to four weeks. A quote-to-cash chain across CRM, e-sign, and billing is Orchestration, $6,000 to $13,500 in four to eight weeks. Project minimum is $2,500.

Will reps actually use it?

Only if it costs them nothing. Every build we do here follows one rule: the automation does the data entry and the rep confirms. Meeting Outcome Logger presents a two-field form in Slack rather than asking anyone to open the CRM. Pipeline Hygiene Bot nudges in the channel the rep already lives in. The moment compliance requires a new tab, adoption dies.

Can you work across two CRMs?

Yes, and it's common: HubSpot for marketing, Salesforce for sales, with objects drifting apart in both. Multi-CRM Dedupe and Merge enforces one set of merge rules across both, with a documented source of truth per field. Before building it, we'll ask whether consolidating to one CRM is cheaper. Sometimes it is, and that's a different project.

Sales Operations

Sales operations automation that gets leads to the right rep and deals out the door

20 automations, $900 to $13,500 depending on scope. Every range is hours multiplied by our published $150/hour rate.

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Lead routing breaks in a boring way. A form fills at 6pm, the round-robin hands it to a rep who's on PTO, and it sits for four days while the buyer books a call with someone else. Or the assignment rule works fine and the notification doesn't, so the lead is technically owned and functionally ignored. Native assignment rules in Salesforce and HubSpot can express territory. They can't easily express "territory, but skip anyone at capacity, and if the account already has an owner send it there instead, and if nobody picks it up in ten minutes page the sales manager."

Lead Scoring & Routing is the item that pays for itself first, and it's the one we build most. Territory Assignment Engine is its sibling for outbound and named accounts. After routing, the highest-value thing on this list isn't glamorous: Pipeline Hygiene Bot. Stale close dates are what make a forecast fiction, and reps don't fix them because nobody notices. A bot that names the deal, the missing field, and the rep in a channel their manager reads changes that, because now it's visible. Meeting Outcome Logger works the same way, forcing a structured next step and a competitor field after every call instead of a paragraph of freeform notes nobody can report on.

The half of sales ops that gets ignored is everything after the signature. Sales → Delivery Handoff Packet, E-Sign Completion → Provisioning Kickoff, and Contract Request Automation exist because the gap between "Closed-Won" and "someone starts the work" is where a client forms their first opinion of you. Right now that handoff is probably a Slack message and a hope. A build that generates the handoff doc from opportunity fields, opens the project, and pings the delivery lead removes a whole category of "nobody told me" from your first week. Quote-to-Cash Orchestrator is the bigger version of the same idea, running quote through approval, e-sign, billing trigger, and CRM stage in one flow.

On buying versus building: if you need round-robin with a scheduler attached, buy Chili Piper or use HubSpot's meetings tool and stop reading. If you need CPQ with complex product bundles and approval matrices, buy CPQ. We're not going to rebuild those, and we'll say so on the first call. The builds worth paying for are the connective ones. Gong/Avoma → CRM Sync, because the deal intelligence sitting in call recordings never makes it into a reportable field on its own. Multi-CRM Dedupe and Merge, because HubSpot marketing in front of Salesforce sales is a shape no single vendor supports well. Commission Calculator, because your comp plan has accelerators and exceptions that no off-the-shelf tool models without you rewriting the plan.

Pricing is published: $150 an hour, and the tiers are just hours. Pipeline Hygiene Bot or Lost Deal Retro Capture is Starter, $900 to $1,800, done in one to two weeks. Lead Scoring & Routing with enrichment, capacity checks, and fallback rules is Workflow, $2,400 to $6,000. Quote-to-Cash Orchestrator spanning CRM, e-sign, Stripe, and Jira is Orchestration, $6,000 to $13,500 over four to eight weeks. Project minimum is $2,500. We build in n8n unless you're already committed to Make or Zapier, and we'll work directly in Salesforce or HubSpot when the logic genuinely belongs in the CRM rather than outside it.

The sales operations plays.

Sales Operations
Auto-Create Opportunities From Product Interest
High-intent product actions create PQL opportunity (SaaS).
$2,400–$6,000
Workflow · 2–4 weeks
Sales Operations
Commission Calculator
Calculates commissions from CRM data with quota attainment and accelerators.
Salesforce/HubSpot → Google Sheets or a warehouse
$6,000–$13,500
Orchestration · 4–8 weeks
Sales Operations
Competitive Intel Aggregator
Pulls mentions of competitors from CRM notes, support tickets, and win/loss interviews into one dashboard.
$2,400–$6,000
Workflow · 2–4 weeks
Sales Operations
Contract Request Automation
Deal reaches 'Legal Review' stage triggers contract request ticket with deal data.
$900–$1,800
Starter · 1–2 weeks
Sales Operations
Customer Hierarchy Builder
Child accounts update parent/child structure and rollup metrics.
$2,400–$6,000
Workflow · 2–4 weeks
Sales Operations
Deal Desk Approvals
Routes non-standard terms (pricing, legal, discounts) through the right approvers.
$2,400–$6,000
Workflow · 2–4 weeks
Sales Operations
E-Sign Completion → Provisioning Kickoff
Signed contract triggers customer onboarding workflow and internal handoff.
$2,400–$6,000
Workflow · 2–4 weeks
Sales Operations
Gong/Avoma → CRM Sync
Auto-extracts deal intelligence, competitors, and action items from call recordings and updates the CRM.
Gong or Avoma → Salesforce/HubSpot custom fields
$2,400–$6,000
Workflow · 2–4 weeks
Sales Operations
Lead Scoring & Routing
Scores inbound leads on firmographic and behavioral signals, then routes on territory, segment, product, and rep availability with fallback rules. For the routing logic native CRM assignment rules can't express.
Salesforce/HubSpot, enrichment provider, Slack
$2,400–$6,000
Workflow · 2–4 weeks
Sales Operations
Lost Deal Retro Capture
Closed-Lost forces capture of reason codes; monthly summary to leadership.
$900–$1,800
Starter · 1–2 weeks
Sales Operations
Meeting Outcome Logger
Forces a structured outcome after each sales meeting (next steps, competitor, decision criteria).
$900–$1,800
Starter · 1–2 weeks
Sales Operations
Multi-CRM Dedupe and Merge
Enforces merge rules across HubSpot marketing + Salesforce sales setups.
HubSpot ↔ Salesforce
$6,000–$13,500
Orchestration · 4–8 weeks
Sales Operations
Pipeline Hygiene Bot
Nudges reps on stale opportunities, missing close dates, and untouched deals.
$2,400–$6,000
Workflow · 2–4 weeks
Sales Operations
Proposal Generator
Pulls opportunity and account data into a branded proposal via PandaDoc or DocuSign.
$2,400–$6,000
Workflow · 2–4 weeks
Sales Operations
Quote-to-Cash Orchestrator
Links quoting, approval, e-sign, billing trigger, and CRM stage updates in one flow.
Salesforce/HubSpot → PandaDoc/DocuSign → Stripe → Jira
$6,000–$13,500
Orchestration · 4–8 weeks
Sales Operations
Sales → Delivery Handoff Packet
Closed-Won creates handoff doc populated with scope, stakeholders, risks.
$2,400–$6,000
Workflow · 2–4 weeks
Sales Operations
Sales Collateral Request Bot
Slack-based collateral library that serves up the right deck or one-pager for the deal stage.
$900–$1,800
Starter · 1–2 weeks
Sales Operations
Sales Forecast Rollup
Aggregates individual rep forecasts into team and org-level views with variance tracking.
$2,400–$6,000
Workflow · 2–4 weeks
Sales Operations
SPIFF Tracker
Tracks sales contests with live leaderboards.
$900–$1,800
Starter · 1–2 weeks
Sales Operations
Territory Assignment Engine
Auto-assigns accounts to reps based on geography, ICP fit, or named-account lists.
$2,400–$6,000
Workflow · 2–4 weeks

Starter items fall below our $2,500 project minimum, so they ship bundled with others. Orchestration and Platform builds are scoped on a call before any payment.

Questions

Before you book.

How is this different from Salesforce assignment rules?: Assignment rules evaluate one record against static criteria. They can't call an enrichment provider mid-flow, check whether a rep is at capacity or out of office, fall back through a second and third rule, or escalate when nothing matches. Lead Scoring & Routing runs that logic outside the CRM and writes the result back, so the CRM still holds the answer. If plain territory routing covers you, keep the native rules.
Should we buy a lead routing tool instead of building one?: If you want round-robin plus instant scheduling on a form, buy it. Chili Piper and HubSpot's native tooling are cheaper than a build and better supported. Building wins when the routing depends on data those tools can't see: enrichment results, capacity in your PSA, an existing account owner in a second CRM, or a named-account list your CRO maintains in a spreadsheet.
What does a sales ops automation project cost, and how fast?: It's hours at $150, published on the site. A single bot or logger is Starter, $900 to $1,800 in one to two weeks. Lead routing with scoring and fallbacks is Workflow, $2,400 to $6,000 in two to four weeks. A quote-to-cash chain across CRM, e-sign, and billing is Orchestration, $6,000 to $13,500 in four to eight weeks. Project minimum is $2,500.
Will reps actually use it?: Only if it costs them nothing. Every build we do here follows one rule: the automation does the data entry and the rep confirms. Meeting Outcome Logger presents a two-field form in Slack rather than asking anyone to open the CRM. Pipeline Hygiene Bot nudges in the channel the rep already lives in. The moment compliance requires a new tab, adoption dies.
Can you work across two CRMs?: Yes, and it's common: HubSpot for marketing, Salesforce for sales, with objects drifting apart in both. Multi-CRM Dedupe and Merge enforces one set of merge rules across both, with a documented source of truth per field. Before building it, we'll ask whether consolidating to one CRM is cheaper. Sometimes it is, and that's a different project.

Go deeper

Other functions we automate.

Going deeper: CRM automation guide

Which of these is costing you most?

Tell us what your team is doing by hand and we'll tell you what it would take to stop, including the ones you'd be better off buying off the shelf.

Request a call

Sales operations automation that gets leads to the right rep and deals out the door

The sales operations plays.

Auto-Create Opportunities From Product Interest

Commission Calculator

Competitive Intel Aggregator

Contract Request Automation

Customer Hierarchy Builder

Deal Desk Approvals

E-Sign Completion → Provisioning Kickoff

Gong/Avoma → CRM Sync

Lead Scoring & Routing

Lost Deal Retro Capture

Meeting Outcome Logger

Multi-CRM Dedupe and Merge

Pipeline Hygiene Bot

Proposal Generator

Quote-to-Cash Orchestrator

Sales → Delivery Handoff Packet

Sales Collateral Request Bot

Sales Forecast Rollup

SPIFF Tracker

Territory Assignment Engine

Before you book.

Related reading from the blog.

Other functions we automate.

Which of these is costing you most?