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By Stacy O’Leary

I confess: I love Salesforce Lead Assignment Rules almost as much as I love the Approval Process . A good set of Lead Assignment Rules will buy you endless friends in both sales and marketing, and will make your incoming data sparkle and look perfect (even if it is not!) In this guide, I’ll be talking about the initial Lead sort, upon creation.

Salesforce Lead Assignment Rule Example

• Criteria #1: If State = California, assign to Stacy
• Criteria #2: If Country = United Kingdom, assign to Ben
• Criteria #3: If Country = France, assign to Lucy
• Criteria #4: If Annual Revenue is greater than $500,000,000 USD, assign to “High Roller Queue”

Planning Lead Assignment Rules

Discovery: questions to ask.

• Where are the new Leads coming from? Marketo? HubSpot? Other integrated systems? Web forms? Are there any examples you look at? Make friends with the people who run these systems, you need to have a good relationship because you’re going to need their help.
• What fields are populated on these newly created Leads? What fields are required? If it’s minimal, can you get more information? Generally, the more information you have, the easier it is to sort.
• What if a Lead comes in from one of your Partners? What if a Lead comes in from one of your competitors? From one of your employees? Are there any kinds of Leads that should never be distributed out to your team, like students or media inquiries? (Remember – ANYONE with access to the internet can fill out your form! They do not have to be a legitimate prospect!)
• Who is covering what territories? Do you have any territories that don’t have a sales rep yet? Do all new Leads have enough data to determine territories?
• What about the Leads that don’t meet any criteria at all? Where will they go? Who will work them?

Refining the requirements

• Our new Leads, almost always, come from Marketo . They could come from a Marketo form, or a list imported from a trade show, but Marketo is the system that pushes them to Salesforce. If a person creates their own Lead, we do not want to take it away from them.
• We always have: first name, last name, lead source, email, company, state and country. We sometimes have # of Employees, but that’s pretty much all we know about them at the moment of creation.
• Any Lead that comes in from a Partner should be directed to our channel team. We don’t want to market to competitors, employees, or students.
• We have a territory plan defined by Sales, and we’d also like to separate prospects for the UK and France, though we do not have a sales rep for those areas yet.
• If something comes in that we cannot otherwise sort, let’s put it in a holding place and let marketing send out generic nurture emails. If a person in this holding place takes interest, we can always give it to the sales team later.

• Partners (any Lead that comes in from a Partner company)
• Disqualified (any Lead that comes in from a competitor, is an employee, or is a student)
• UK + France (any Lead where Country = United Kingdom, or France)
• Unsorted (any Lead that does not meet any criteria)

Creating Lead Assignment Criteria

Leads that shouldn’t be distributed, next criteria.

The Final Empty Criteria

Activate the Lead Assignment Rules

• Leads can only be sorted by a field value at the moment it was sorted.
• The Lead Router does not auto-convert Leads to Contacts
• You cannot deactivate a User license if that person is part of the Lead Assignment Rules (even if the Lead Assignment Rules have been deactivated.)
• Create a report for yourself, for that last criteria – Leads that are unsorted. This way you can review them periodically and see if there’s enough volume to justify sorting them in a certain way.

Stacy O'Leary

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Guide to lead assignment rules in Salesforce

Use SFDC lead assignment rules to get more done, create a better experience, and close deals faster.

Rachel Burns Jul 24, 2023

15 min read

Table of contents

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What are Salesforce lead assignment rules?

What if your sales team could spend their valuable time connecting with prospects and closing deals — instead of losing time doing admin work like assigning and organizing leads?

When you automate lead assignment and routing, your sales team can:

Boost sales team productivity and efficiency

Prevent high-quality leads from slipping through the cracks

Create a better experience for potential customers

Speed up your entire sales pipeline to close more deals, faster

In this blog post, we'll discuss the ins and outs of Salesforce lead assignment. We'll cover the benefits, how to plan your lead assignment strategy, and a step-by-step walkthrough of adding lead assignment rules in Salesforce. We'll also explore the power of scheduling automation to simplify and speed up lead assignment, routing, and qualification.

Key takeaways:

Lead assignment rules help sales teams boost productivity, respond to leads faster, and make better data-driven decisions. 

Matching leads with the right sales reps and teams creates a better customer experience by responding to leads faster and giving them personalized attention.

Before you set up your lead assignment rules, work with your sales, marketing, and RevOps teams to understand your lead generation processes and sales team structure.

Within Salesforce lead management settings, rule entries are the individual criteria and actions. A “lead assignment rule” refers to a set of rule entries. 

Automating lead routing , qualification, and booking with Calendly helps your team be more efficient and organized while creating a better experience for prospective customers.

6 benefits of creating lead assignment rules in Salesforce

Why should your team take the time to set up lead assignment rules in Salesforce? Here are six great reasons:

Ensure leads are assigned to the right reps and teams: Lead assignment rules mean each incoming lead is directed to the salesperson or team who has the relevant expertise and skills to engage and convert that lead. Automated lead assignment also prevents leads from falling through the cracks by making sure each lead is assigned to a rep or team, rather than relying on manual assignment.

Respond to leads faster: With lead assignment rules, leads are automatically assigned to the right salesperson, reducing response time and increasing the chances of converting leads into customers .

Boost sales team productivity: Automating lead assignment reduces manual work for RevOps teams and sales managers. Lead assignment rules also help identify and prioritize leads more likely to convert, saving time and resources that would otherwise be wasted on pursuing poor-fit leads. These time savings let sales teams focus on nurturing leads and closing deals.

Create a better customer experience: Leads can be assigned to sales reps who have relevant industry or product expertise, understand their unique needs, and can provide personalized solutions. This tailored approach creates a better experience for leads, which results in more conversions and higher customer satisfaction.

Improve sales forecasting: With well-defined lead assignment rules, you can gather more accurate data on lead distribution and conversion rates. This data can be used for sales forecasting, data driven decision-making, and resource allocation.

How to create lead assignment rules in Salesforce

Step 1: build your lead assignment strategy.

Before you go into your Salesforce instance and set up lead assignment rules, you need to figure out what exactly those rules will be. The options are limitless — where should you start?

It’s time to bring RevOps, sales, and marketing together to answer some questions:

Lead sources: Where do leads come from? Do we use marketing forms through Salesforce web-to-lead forms or a third-party integration? Are we importing leads via the data import wizard?

Sales team structure: How is the sales team structured? Are different teams or individuals specialized in specific products, industries, use cases, or regions?  

Lead data: What info do we request from new leads? Which standard and custom fields do we require?

Sales territories: How are sales territories defined? Are there specific regions, countries, or territories we should take into account for lead assignment?

Integrations : Do we have any third-party integrations with lead assignment or distribution features? Are we using those features?

Special circumstances: Are there any priority levels or tiers for leads that require special attention? For example, do we have a designated rep or queue for leads with complex needs and use cases?

Poor fits: What should we do with leads who don’t meet any of our criteria?

It’s a lot of information to gather and organize, but it’s important to learn as much as possible up front to cover every scenario and equip your sales team with accurate data. Putting this time and effort in now will pay off tenfold in productivity once your lead rules are in place!

Step 2: Set up lead assignment rules in Salesforce

You’re almost ready to enter your lead assignment rules in SFDC . First, let’s go over some terminology. We’ve been talking about lead assignment rules as individual directives: “If the lead matches X, then do Y.” Within Salesforce lead management settings, a “lead assignment rule” refers to a set of rule entries. Rule entries are the individual criteria and actions (“If X, then do Y”). An assignment rule can consist of up to 3,000 rule entries, and you can only have one active assignment rule at a time.

For example, a rule entry can assign all leads interested in a particular product to a queue of reps who are experts on that product. In Salesforce, a lead queue is essentially a bucket for unassigned leads, and you can choose which sales reps can pull leads from each queue.

Another rule entry can assign all leads from companies with over 5,000 employees to your top enterprise sales rep.

To create a lead assignment rule in Salesforce: 

From Setup, enter “Assignment Rules” in the Quick Find box, then select Lead Assignment Rules.

Enter the rule name. (Example: 2023 Standard Lead Rules)

Select “Set this as the active lead assignment rule” to activate the rule immediately.

Click Save.

Click the name of the rule you just created.

Click New in the Rule Entries section.

Enter an order number that tells Salesforce when to run this rule entry in relation to other rule entries. For example, if you want this to be the first criteria Salesforce looks at when assigning a lead, enter number one.

Select the rule criteria. What attributes must the lead have before Salesforce applies the rule entry? You can use any standard or custom field in the lead record for your criteria. For example, you want to assign leads to your U.S.-based enterprise sales team, so the company size field must be equal to or greater than 5,000 and the country field must equal the United States. You can include up to 25 filter criteria.

Choose the user or queue to be the assignee if the lead meets the criteria. For example, assign to the U.S.-based enterprise sales team queue.

Optional: Choose an email template to use when notifying the new lead owner. After you set up your lead rules, you can also use Salesforce Flow automations to notify lead owners via other channels. For example, at Calendly, we integrate Salesforce with Slack, and a workflow automatically notifies sales reps via Slack when a lead is assigned to them.

Salesforce goes through the rule entries in order until it finds one that matches the lead's info, then routes the lead accordingly. 

Let's say you have small business, mid-market, and enterprise sales team queues. Your first three rule entries would match company size to each of those three queues. If they don't have a company size listed, or the company size doesn't match any of the values in your rule entries, Salesforce will move on to the industry rule entries.

To make sure no leads fall through the cracks, you also need to set a default lead owner. If the assignment rules fail to locate an owner, or you don’t set up assignment rules, web-generated leads are assigned to the default lead owner.

To select a default lead owner:

From Setup, enter “Lead Settings” in the Quick Find box, then select Lead Settings and click Edit.

Define the Default Lead Owner. The Default Lead Owner can be a specific user or a queue.

Save your settings.

Salesforce lead assignment rule examples

As we mentioned earlier, your rule entries can include up to 25 filter criteria.

Simple rules include just one filter criteria:

By country or state/province: Route leads from specific states or countries to sales representatives who understand the regional market. You need this rule if your team uses sales territories to divide leads. For example, if the state/province equals Alaska, Arizona, California, Hawaii, Nevada, Oregon, or Washington, assign the lead to the West Coast queue.

By language: Assign leads to sales reps who speak the same language.

By industry: Assign leads from different industries to salespeople who have experience working with those industries.

By company size: Assign leads based on the size of the company, assigning larger companies to a dedicated enterprise sales team.

Complex rules use two or more filter criteria. For example, you could route leads from specific states or provinces to salespeople based on their sales territory and the company size. If you have a particular rep (Bob) working enterprise leads on the West Coast, your filter criteria could say: If the state/province equals Alaska, Arizona, California, Hawaii, Nevada, Oregon, or Washington, and the company size equals greater than 5,000, assign the lead to Bob.

These are just a few examples. Lead assignment rules can be customized to fit your team’s and customers’ needs. Review your strategy to choose the right combination of criteria for your sales processes, products, and customers.

What does the built-in Salesforce lead process look like in action?

A website visitor named Nora fills out a contact form to learn more about your product. She shares her name, email address, company name (Acme Inc.), and company size. You use Salesforce’s built-in web-to-lead forms , so Nora’s form submission automatically creates a lead record.

Your team has set up lead assignment rules that assign leads to sales queues based on their company size. Acme Inc. has 5,000 employees, so Nora is automatically assigned to the enterprise sales team queue.

Enterprise sales team queue members receive an email notification that a new lead has been added to the queue. Taylor, an enterprise sales rep in Acme Inc.’s territory, assigns Nora’s lead record to themself.

Taylor emails Nora to set up a qualification call.

Nora, who has been waiting to hear back from your team, agrees to meet with Taylor. After some email back-and-forth, they find a time that works.

What are the limitations of Salesforce’s built-in lead assignment rules?

Salesforce’s built-in lead assignment rules are a great place to start, but there are a few critical limitations, especially for enterprise sales teams:

Single level of evaluation: Salesforce assignment rules operate based on a single level of evaluation, meaning that once a rule matches the criteria and assigns a lead, the evaluation process stops. Your team might miss out on important info, like a complex use case or unique industry, when matching the lead with a rep.

No built-in round robin distribution: Round robin lead distribution is the process of assigning leads to reps based on factors like team member availability or equal distribution for a balanced workload. Salesforce lead assignment rules don't include an easy way to set up round robin distribution — you need an additional tool like Pardot, one of the round robin apps on AppExchange , complex Apex code , or a third-party lead routing platform .

No lead escalation settings: Lead escalation is the process of flagging a lead to higher levels of management or specialized teams for further assistance or action. This process comes into play when a lead requires additional attention or intervention beyond the assigned salesperson or team's capabilities. Unfortunately, Salesforce doesn’t have built-in settings for lead escalation rules. If your customer success team uses Service Cloud, you can set up escalation rules for customer support case escalations, but this feature isn’t included in Sales Cloud.

High maintenance for large organizations: Managing and maintaining a comprehensive set of assignment rules can become challenging and time-consuming in large organizations with complex sales structures and multiple teams or regions. Sure, you can include up to 3,000 rule entries in a single lead assignment rule, but that’s a lot to set up and keep up to date — especially if you’re trying to save your team time, not add to their workload.

Built-in Salesforce lead assignment rules and automations are a solid starting point, but what about automating lead qualification and booking? If you use Salesforce on its own, your reps might still spend a ton of time on lead reassignment to balance their workload, manual lead qualification, and email back-and-forths to schedule sales calls.

That’s where Calendly comes in.

How to automate lead assignment, qualification, and booking with Calendly

Your scheduling automation platform can be an excellent lead generation, qualification, and routing tool — especially when it integrates with Salesforce. Calendly’s Salesforce integration helps your team be more efficient and organized while creating a better experience for prospective customers.

When a lead books a meeting via a sales rep or team’s Calendly booking page, Salesforce automatically creates a new lead, contact, or opportunity. If the lead already exists in your Salesforce instance, the event is added to the lead’s existing record, so you don’t end up with duplicate lead records or time-consuming manual reassignment.

What if you don’t want to let just anyone book a meeting with your team? When you add Calendly Routing to your marketing forms, you can show scheduling pages only to leads who meet your qualifications, like prospects from specific industries or companies of a certain size. That way, your busy team can spend time on the most valuable deals.

Calendly Routing works with HubSpot , Marketo , Pardot , and Calendly forms and is built for your Salesforce CRM. You can use any form field (email, domain, company name) in any Salesforce standard object to match visitors with their account owner. Account lookups let you send known leads or customers from your website form directly to their account owner’s booking page, without needing to manually reassign leads to the right rep.

Remember the lead assignment example we walked through earlier featuring Nora from Acme Inc.? Here's what that process looks like when you add Calendly:

Nora fills out your “contact sales” form, which is already built in HubSpot, connected to Calendly Routing , and enriched with Clearbit .

She enters her email address in the form, and Clearbit fills in the company name, size, and industry. This shortens the form, so Nora only has to input her name and job title.

Calendly checks to see if Acme Inc. has an account in your Salesforce instance. They don’t, so the next step is lead qualification .

Based on Nora’s information — company size, industry, job title — she’s a highly qualified lead, so she’s automatically routed to the booking page for your enterprise sales team.

Nora is happy about that, and immediately books a meeting time that works for her, with the exact team she needs to talk to.

On the backend, Calendly’s Round Robin meeting distribution is set to optimize for availability, so it assigns the meeting to the first available sales rep — in this case, Taylor. This automation helps your team respond to meeting requests faster, hold initial sales calls sooner, and balance the workload across reps.

Calendly creates a lead record in Salesforce with the info Nora entered into your website form (including the data from Clearbit) and an activity log of any meetings she books with your team via Calendly. Salesforce automatically makes Taylor the lead owner.

If you were relying on Salesforce’s built-in lead assignment rules, Nora’s lead record would have gone to an enterprise sales queue, and she would have had to wait for a rep to pick up the lead and reach out to her to book a meeting.

“ A good tool is one that’s so simple, sales reps can basically forget about it and let the meetings roll in. That’s essentially what happened when we implemented Calendly. ”

Sales Enablement Manager at SignPost

What happens if a lead doesn’t qualify for a meeting? Instead of sending them to a booking page, you can display a custom message with next steps, ask them for more information, or redirect them to a specific URL, like a piece of gated content or a webinar signup page.

Automating lead assignment with Calendly Routing has been a game changer for RCReports , a compensation analysis solution for accountants and business valuators. Before connecting Calendly Routing with their Salesforce instance, RCReports’ AEs spent at least five hours a month reassigning leads booked on the wrong calendar. This created a disjointed customer experience and frustration for the sales and marketing teams.

“ Now that we’ve implemented Calendly’s routing feature with Salesforce integration, demos are always booked with the correct AE, reducing friction for both our team and the customer. ”

Abbie Deaver

Director of Marketing at RCReports

Users on Calendly’s Teams plan and above can connect Calendly to Salesforce. The full suite of Salesforce routing features , including routing by Salesforce ownership, is available on Calendly’s Enterprise plan.

To learn more about Calendly Routing, get in touch with our sales team .

Spend less time on manual lead assignment and more time closing deals

When you automate Salesforce lead assignment and routing, high-value leads stop slipping through the cracks, the workload is balanced across the team, leads are matched with the sales reps best equipped to help them, and team members have more time to focus on connecting with prospects and closing deals. 

The results? A more productive team, faster sales cycle, higher conversion rates, and better customer experience.

Webinar: How Calendly Uses Calendly to Close More Deals

Rachel Burns

Rachel is a Content Marketing Manager at Calendly. When she’s not writing, you can find her rescuing dogs, baking something, or extolling the virtue of the Oxford comma.

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• Guide to Salesforce
• Lead Management
• Converting a Lead
• Lead from your site
• Assigning your Leads
• Service Cloud
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Defining Assignment Rules

Lead queues, selecting a default lead owner.

The default lead owner becomes the owner of a lead when no assignment rules apply. The default lead owner can be a user or a queue. 1. From Setup, click Setup - Feature Settings - Marketing - Lead Settings, and then click Edit. 2. Define the default lead owner and lead conversion settings. 3. Save your settings.

Creating Lead Assignment Rule

Lead Assignment Rules Salesforce

To set up the lead assignment in Salesforce, we will need to define our assignment rules and criteria. This usually involves creating Salesforce rules, assigning leads in Salesforce, and defining the criteria that will make the rule.

In this Salesforce tutorial, we will learn the lead assignment rule and see how to create it in Salesforce Lightning and Salesforce Classic.

Table of Contents

Lead Assignment Salesforce

The lead assignment is the process of assigning new leads to specific sales representatives or teams in our organization in Salesforce. By using it, we ensure that each lead is controlled by the most appropriate person, which increases the chances of a successful lead transformation.

It also specifies the actions that should be taken when a lead meets the criteria. In simple terms, a lead assignment rule specifies how leads should be defined in Salesforce using a set of criteria and actions.

Then, based on specified criteria like lead source, lead zone, or locations, lead assignment rules can be used to automate the distribution process of allocating leads to particular sales teams.

Keep one thing in mind: In Salesforce, we can create multiple lead assignment rules for a particular object, but only one is active at a time.

Read How to add event to public calendar in Salesforce?

Assignment Rules in Salesforce

Here are the steps to create a lead assignment notification in Salesforce:

1. Log in to your Salesforce account and go to Setup . In the Quick Find box, type Assignment Rules , then select Lead Assignment Rules .

2. Click New to create a new lead assignment rule.

3. Enter a Rule Name for our rule. Activate our rule by clicking the Activate button. This rule will automatically deactivate the current lead assignment rule, as only one rule is activated at a time. Click Save to save our rule.

4. Select the Rule Name and open it to add lead assignment rules.

5. Click New to create multiple rule entries under this rule.

6. Set the Rule Order in which this rule entry will be processed. Define the criteria that will trigger the rule. This can include fields like lead source, lead score, or location. Add any additional filter criteria, if necessary.

Specify the actions that should be taken when a lead meets the criteria. This can include assigning the lead to a specific sales representative or team and sending an email notification. Click Save to save the lead assignment rule.

7. Test the rule by creating a test lead that meets the criteria and ensures that it is assigned correctly.

Once our lead assignment rule is created and tested, Salesforce will automatically assign incoming leads based on the criteria we’ve defined.

With this, we learned to create the lead assignment notification in Salesforce .

Here are the steps to create a lead assignment rule in Salesforce :

1. Log in to your Salesforce Classic account. Click on  Avtar  and then select  Switch to Salesforce Classic .

2. Go to the Setup menu in Salesforce Classic and click on the Build section.

3. Click on the Lead object under the Customize section. Click on Lead Assignment Rules .

4. Click New to create a new lead assignment rule.

5. Enter a Rule Name for our rule. If we want to activate your rule by clicking the Activate button. Click Save to save our rule.

6. In order to add lead assignment rules, select the Rule Name .

7. Click New to create new rule entries.

8. Specify the Rule Order in which the rule should be evaluated if we have multiple rules. Set the rule criteria by defining conditions that the lead record must meet to trigger the rule. We can use any field on the lead record to create your criteria.

Define the actions that should be taken when a lead meets the rule criteria. For example, we can assign the lead to a specific user or queue, or we can send an email notification. Click Save to save the lead assignment rule.

9. We may verify that our rule is working properly by creating a test lead that satisfies the requirements.

That’s it! Our lead assignment rule is now ready to automatically assign incoming leads to the appropriate sales team members or queues based on the criteria you defined.

In conclusion, lead assignment rules in Salesforce allow us to automate the process of assigning incoming leads to the appropriate sales team members or queues based on specific criteria.

You may also like the following Salesforce tutorials:

• Send Email Alerts using Workflow Rule in Salesforce
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I am Bijay Kumar, the founder of SalesforceFAQs.com. Having over 10 years of experience working in salesforce technologies for clients across the world (Canada, Australia, United States, United Kingdom, New Zealand, etc.). I am a certified salesforce administrator and expert with experience in developing salesforce applications and projects. My goal is to make it easy for people to learn and use salesforce technologies by providing simple and easy-to-understand solutions. Check out the complete profile on About us .

How to Create Lead Queues in Salesforce for Lead Distribution

by Jen Contino | Mar 9, 2022 | Administrator , Marketing , Pardot , Sales Cloud , Salesforce , Salesforce Blog , Setup & Optimization

Queues help your teams manage leads, cases, service contracts, and custom objects. Records can be placed in a queue manually or through an automatic case or lead assignment rule, and the records will remain there until they’re assigned to a user or taken by one of the queue members. Any queue member or users above them in the role hierarchy can take ownership of the records in a queue. In this article we’ll walk you through the following:

• How to create a lead queue in Salesforce.
• How to add or remove visibility to the queue.
• How to create a Lead Assignment Rule.
• How to send web-to-lead conversions to the lead queue.
• How to send Pardot form completions to the lead queue.

Lead Queues in Salesforce

Lead queues are where you place your unassigned leads for assignment to your sales teams. When adding leads to the queue you’ll have two options, you can either manually add them or use an assignment rule. If you’re using Pardot, you can use a completion action from a form, but we’ll get more into that later. You can create a shared queue of leads. It’s a special type of list view that you can share with users, groups, and roles. When you create a queue it automatically creates a list view in your org. The queue and its list views have visibility settings that allow you to determine who you share them with.

Before You Get Started with Lead Queues

Permissions Needed: Editions: Classic, Enterprise, Performance, Unlimited, and Developer Editions Permissions Needed: Create and Change Queues, Customize Application, and Manage Public List Views Change Lead List View Visibility: Read on leads and create and customize list views

• You can’t edit list views in Lightning Experience.
• You can set the visibility settings by profiles, roles, or users.

How to build a lead queue in Salesforce (Steps)

• Navigate to Setup, enter ‘Queues’ in the Quick Find box, and then select Queues .
• Click on the ‘New’ button to create a new lead queue.

On the queue detail page, under Queue Members, add the users you want to pass leads to. Once you’ve added your queue members, click ‘save’. Upon saving, a list view will be created.

Sharing settings on the list view: To find the list view, navigate over to your lead object, then from your views drop-down list, select the list view with the same name as the queue you just created and edit. Here you’ll want to set your visibility preferences. You can decide where you want to share this list with only yourself, all users, or if you want to share with a specific group of users.

How to Create a Lead Assignment Rule

A lead assignment rule is a set of criteria that can either assign a lead to a specific user or a queue. In this case, we’re going to set up a lead assignment rule to assign leads to a lead queue. Here’s how to set up a lead assignment rule:

• Navigate to Setup, enter ‘Assignment Rule’ in the Quick Find box, and then select ‘Lead Assignment Rules’.
• Click ‘New’ to create a new rule. You’ll see a window like the one below, start by naming your rule.

The Anatomy of the Automation Rule

• Sort Order: This determines the order in which the rule is processed, so this would be numeric 1,2,3, and so on. Salesforce will start with rule 1, if the criteria don’t match it will move onto rule 2, and then 3, and so on. If there is no match then the lead will be assigned based on the default lead owner. We’ll set this up in the next step.
• Criteria: These are the conditions the lead must match in order to be assigned to the lead owner indicated on this specific automation rule. You could use criteria here such as region, company size, or even revenue size.
• User: Finally, you’ll enter the user that you want the lead to be assigned to based on the criteria you set above.

Once you save your automation rule, don’t forget to activate it.

Select a Default Lead Owner

You’ll want to go ahead and set up a default lead owner. If for some reason your lead is not assigned, this setting assigns the lead to a specific person. Here’s how to do it.

• Navigate to Setup, enter ‘Marketing’ in the Quick Find box, and then select ‘Lead Settings’.
• Under the lead queue settings, you’ll search for the user you want to select as your default lead owner, select, and hit save.

How to send web-to-lead form completions to your queue

If you’re capturing web leads via a Salesforce web-to-lead form you’ll likely want to assign those leads using your new lead queue. Here’s how to do it.

• When you create your web to lead form, you can set the value in the “Lead Source’ field with a specific value such as ‘Website’. You’d want this field to be hidden so your users don’t see it.
• When you set up your lead assignment rule, make sure the lead source field is equal to ‘Website’, then those leads will enter into the lead queue.

How to send Pardot form completions to a lead queue

If you’re using Pardot forms on your website and want to add leads to the queue from the form, it’s very straightforward. You’ll need to add a completion action to the form. Select ‘Assign to Queue’ then select your queue.

If you don’t see the queue then you’ll need to connect it from Pardot to Salesforce. Navigate to Pardot Settings > Users > Then on the top right click ‘View Queues’. Here you can add your queue and connect it to Salesforce, which will make it available on the completion action of the form.

We hope this article was helpful for you to learn to create a lead assignment rule and send leads from salesforce and Pardot forms. Feel free to reach out if you have any questions.

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Running Lead Assignment Rules From Salesforce Flow

Last Updated on February 14, 2022 by Rakesh Gupta

To understand how to solve the same business use case using Process Builder . Check out this article Getting Started with Process Builder – Part 49 (Running Lead Assignment Rules From Process Builder) .

Big Idea or Enduring Question:

How do you run the lead assignment rule from the Salesforce flow? Lead assignment rules allow us to automatically assign Leads to the appropriate queue or user. A Lead assignment rule consists of multiple rule entries that define the conditions and order for assigning cases. From a Salesforce User interface, a user can trigger assignment rules by simply checking the Assign using the active assignment rules checkbox under the optional section.

The problem arises when you need to insert or update the Leads from Salesforce Flow and wants to trigger assignment rules. Using the Salesforce Flow a Lead will be inserted or updated but the assignment rule will not be triggered as there is no check box to use the organization’s assignment rule or a prompt to assign using the active assignment rule.

Let’s start with a business use case.

Objectives:

After reading this blog post, the reader will be able to:

• Running the lead assignment rules from Salesforce Flow
• Understand @InvocableMethod Annotation
• How to call an Apex method using Salesforce Flow

Business Use Case

Pamela Kline is working as a System administrator at Universal Containers (UC) . She has received a requirement from the management to update the following Lead fields when Lead Source changed to Partner Referra l .

• Status = Working – Contacted
• Rating = Hot

As data changed by the process, she wants to fire the assignment rule as soon as the process updates the lead record.

Automation Champion Approach (I-do):

Guided Practice (We-do):

There are 4 steps to solve Pamela’s business requirement using Salesforce Flow and Apex. We must:

• Setup a lead assignment rule
• Create Apex class & Test class
• Define flow properties for record-triggered flow
• Add a decision element to check the lead source
• Add an assignment element to update status & rating
• Add a scheduled path
• Add a decision element to check if lead source changed
• Add action – call an Apex class to invoke lead assignment rule

Step 1: Setting Up Lead assignment Rule

• Click Setup .
• In the Quick Find box, type Lead Assignment Rules .
• Click on the Lead Assignment Rules | New button .
• Now create an assignment rule, as shown in the following screenshot:

Step 2: Create an Apex class and Test class

Now, we have to understand a new Apex annotation i.e . @InvocableMethod . This annotation lets us use an Apex method as being something that can be called from somewhere other than Apex . The AssignLeadsUsingAssignmentRules class contains a single method that is passing the ids of the Leads whose Lead Source changed to Partner Referral . Create the following class in your organization.

• In the Quick Find box, type Apex Classes .
• Click on the New button .
• Copy code from GitHub and paste it into your Apex Class.
• Click Save.

Step 3.1: Salesforce Flow – Define Flow Properties for Before-Save Flow

• In the Quick Find box, type Flows .
• Select Flows then click on the New Flow .
• How do you want to start building : Freeform
• Object : Lead
• Trigger the Flow When : A record is created or updated
• Condition Requirements: None
• Optimize the Flow For : Fast Field Updates
• Click Done .

Step 3.2: Salesforce Flow – Using Decision Element to Check the Lead Source

Now we will use the Decision element to check the lead source to ensure that it is equal to Partner Referral.

• Under Toolbox , select Element .
• Drag-and-drop Decision element onto the Flow designer.
• Enter a name in the Label field; the API Name will auto-populate.
• Under Outcome Details , enter the Label the API Name will auto-populate.
• Resource: {!$Record.LeadSource}
• Operator: Equals
• Value: Partner Referral
• When to Execute Outcome : Only if the record that triggered the flow to run is updated to meet the condition requirements

Step 3.3: Salesforce Flow – Adding an Assignment Element to Update Rating and Status

• Drag-and-drop the Assignment Element element onto the Flow designer.
• Enter a name in the Label field- the API Name will auto-populate.
• Field: {!$Record.Rating}
• Add Condition
• Field: {!$Record.Status}
• Value: Working – Contacted

• Click Save .
• Enter Flow Label the API Name will auto-populate.
• Click Show Advanced .
• API Version for Running the Flow : 53
• Interview Label : Record-Trigger: Lead Before Save {!$Flow.CurrentDateTime}

Step 4.1: Salesforce Flow – Define Flow Properties for After-Save Flow

• Field : Lead Source
• Operator: Euqals
• Optimize the Flow For : Action and Related Records

Step 4.2: Salesforce Flow – Add Scheduled Paths

• Under SCHEDULED PATHS , click on the New Scheduled Path .
• Under Scheduled Path Details , enter the Label the API Name will auto-populate.
• Time Source : Lead: Last Modified Date
• Offset Number : 1
• Offset Options : Minutes After

Step 4.3: Salesforce Flow – Adding an Action to Call Apex class to Trigger Lead Assignment Rule

• Drag-and-drop the Actions element onto the Flow designer.
• Select the AssignLeadsUsingAssignmentRules Apex class.
• Field: LeadIds
• Value: {!$Record.Id}

• Interview Label : Record-Trigger: Lead After Save {!$Flow.CurrentDateTime}

Proof of Concept

Now onward, if a business user updates the Lead Source to Partner Referral , Process Builder will automatically update Status , Type , and Assign it to the right user or queue based on the lead assignment rule.

Monitor Your Schedule Flow

To monitor Flows that are scheduled, navigate to the following path:

• Navigate to Setup (Gear Icon) | Environments | Monitoring | Time-Based Workflow .

• Use the Delete button to delete the time-based Flow job from the queue.

Formative Assessment:

I want to hear from you! What is one thing you learned from this post?  How do you envision applying this new knowledge in the real world? Let me know by Tweeting me at @automationchamp , or find me on LinkedIn.

Submit Query!

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9 thoughts on “ running lead assignment rules from salesforce flow ”.

It ran repeatedly, every minute, over and over again. I was getting notification email every minute when testing. I did the same steps as you mentionned, with a record triggered flow containing the apex action.

I found that this ran repeatedly, every minute, over and over again. Was easy to spot because I modified the Apex to include sending the user notification email as well – so I was getting notification email every minute when testing.

When I updated the ‘Time Source’ in the flow scheduled path from ‘Time Source: Lead: Last Modified Date’ to ‘Time Source: When Lead is Created or Updated’ that seems to have solved the problem.

Was curious if you had the same experience or if there was some other nuance happening.

It also looks like you had originally intended to use a decision element in step 4.3 but changed that to flow entry requirements, likely because the scheduled path can’t assess the prior and current values the same way the starting node can.

Thank you for sharing your valuable feedback. I have a quick question for you: When executing the Apex class, do you utilize a Record-triggered Flow or a Scheduled-triggered Flow?

after the apex class fires, noticed the lead owner is assigned to default lead owner, instead of using lead assignment rule. Any clue?

Thank you for an excellent tutorial 🙂 you solved my problem! Very much appreciated

Anyone getting issues with an error on mass updates “Apex error occurred: System.QueryException: List has more than 1 row for assignment to SObject “? if each one is called individually, I don’t understand how there is more than 1 row for assignment. Sometimes I get an email with this error only to see that the trigger actually worked for the specified record so a bit odd. Thanks!

Thank you for the great tutorial. Why add the 1 minute wait? Is that just to take avoid too much synchronous automation? Or is it required for another reason?

You’re right Kevin (to make the process asynchronous).

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Configuring the “Assign using active assignment rules” checkbox

There are certain behaviors in Salesforce that I classify as particularly pesky. Like the mosquito buzzing your ear while you sleep, kind of pesky. Invariably with these types of problems it becomes worth turning on the proverbial lights, hunting down the offending pest and… well you know, “dealing” with it. It won’t change the world but sure feels better to have done it.

That being said, one of my favorite pesky Salesforce.com problems to have dealt with is controlling the default setting on the “Assign using active assignment rules” checkbox on Lead and Case records.

Description: This checkbox field allows users who have manually created a new Lead or Case record to use the system’s pre-defined assignment rules to route the record to the correct owner/queue. The field appears on the Edit page layout and seems defaulted to the wrong setting for the situation more often than not.

Problem: Unlike normal checkbox fields in Salesforce.com, setting the default behavior for this field is not done in the field edit list on the object and it is not readily apparent where the behavior is set.

Here is the checkbox on the bottom of the Lead layout in edit mode: (Default set to False in both examples)

Here is the checkbox on the bottom of the (open) Case layout in edit mode:

The Solution: For both the Cases and Leads object the default behavior is set in their respective page layouts and if that is not elusive enough, it is buried in the page layout properties option dialog box.

Once you know where to look it is simple to make the needed changes.

Steps to find the behavior options and set defaults to either True or False: (Using Cases object as the example)

• Your Name: Setup:
• In the left-hand menu list select: Cases: Page Layouts: Choose a Page layout
• In the newly presented dialog box, find the  Case Assignment  section: Check or Un-check the checkbox labeled “Select by default”
• Save: the Layout

Screenshot of the edit page for a Case Page layout and the default behavior setting:

Commentary: As frustrating as it is to need to manage the default settings for these checkboxes differently than for other checkboxes, there is merit to the method.

Consider now the value of this more granular control of this field that Salesforce has given you. On normal fields you may only default a checkbox field to True or False and that setting applies across all situations. To create anything more dynamic requires custom engineering. (e.g. triggers, VF pages).

So, here is an example of it in action: Imagine you have enabled Lead assignment rules in your organization. Imagine also that you have both Sales Administrators sales reps that manually enter Leads into the system from time to time.

Sales reps create Leads for themselves so they would prefer to have the Active Assignment default to False whereas the Sales Admin that never owns Leads would prefer to have the Active Assignment default to True. If these checkboxes behaved like ordinary checkboxes you could only satisfy the needs of one group. However, by assigning different page layouts and setting the default behaviors on each layout you can meet the needs of both groups–a novel concept I know.

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How do I run the default Lead assignment rules on a Lead trigger

Here's my code stripped of the usual professional infrastructure for illustration:

And here's the usual run lead assignment code

Again for illustration, I'm just trying to trigger the autoassign rule in the lead trigger on the leads we've updated. I've tried the code in both these places and it runs, but the assignment doesn't kick it. If I do this outside the Lead and then trigger it, it works. So I must not be putting it in the right place or doing it correctly. What's the right place to set this option?

This guy just gave up. Need help with Apex Trigger to run Lead Assignment Rules

Here's an attempt I did which seems to have worked, but I don't fully understand its implications

I did't understand the recursive function because the recursiveUpdate was, at the very highest, in the scope of the trigger and when you call Database.update, it would be a new boolean in a new instance of the trigger, which means the guard would guard nothing because it's above the reassignment in the new instance. The only way I could understand it is if the boolean was above all the triggers and would prevent other triggers from firing their runAssignmentRules because a prior trigger already made it true. Anyway, my solution still feels to good to be true, so I'm going to keep testing.

• assignment-rules
• lead-assignment

The assignment rule that will run is fixed at the instant the DML operation starts. In other words, by the time your trigger has started running, it is far too late to set an assignment rule. You would instead need to make a recursive update. Further, there are known limitations on the sObject.setOptions method; it would be recommended to use the Database.update(sObjects, dmlOptions) method. This also allows us to bulkify the logic.

First, we check if we're already running recursively, and if so, we return early. Next, we set up the DML options we want to use and set the recursive flag to avoid infinite loops. After that, we run the DML operation. Finally, we reset the recursive flag in order to avoid disabling our trigger logic for legitimate repeat calls (partial save logic, more than 200 records in a transaction, multiple DML operations in the same transaction, etc).

Also, this logic needs to be run in an after update/after insert context. In a before insert/before update context, the record either doesn't yet have an ID, or will be locked against further DML operations.

• I have two questions. 1. What context is this method in? Do I have to have that boolean above the trigger? Second. You’re doing a database update. I know I can’t do update lead in the after trigger. Can I do it with this database update thing? –  Henrietta Martingale Commented Jun 14, 2022 at 22:28
• @HenriettaMartingale 1. A trigger helper class. 2. No, it goes in a class (e.g. lc ). And yes, you can recursively update a record in an after trigger. Of course, we have to use the "recursion blocking" technique to avoid an infinite recursion. –  sfdcfox ♦ Commented Jun 14, 2022 at 22:58
• I get it. The helper doesn't get reinstantiated when the trigger loops again so the old Boolean remains alive –  Henrietta Martingale Commented Jun 15, 2022 at 13:04

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Lead assignment rules.

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‎Dec 20, 2017 6:29 PM

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‎Dec 21, 2017 12:52 PM

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Lead - Issue with default Lead Assignment checkbox and Record Types

Goal - I want to have the 'Assign using active assignment rule' box checked by default.

I've been working on a new Lead build. I was using a single page layout and adding required fields but then I began developing a solution for additional record types. I was building everything on a single page layout, setting required fields, etc. I then began building out for the Record Types, and did not set the default Lead Assignment property until after building out the Record Types. This is where the experience got wonky. I'm selecting the checkbox for each Page Layout, but nothing is pushing down to the actual Record Type pages. When I create a New Lead, the box is left unchecked. Has anyone else experienced this? It's a checkbox setting, so I'm unsure where the disconnect is.

I've checked:

Page Layout assignment. This didn't reveal much because every page layout has the default lead assignment checked. So regardless of master/default I expect to see the default Lead Assignment box checked.

Tested a copy and creation of a New Page Layout.

Triple checked my Lead assignment rules, processes, and settings.

I feel like I'm going in circles. This seemingly simple checkbox setting isn't liking the fact that I'm using Record Types. I wonder if I setup the setting prior to creating all the Record Types and if I'd still have this issue? Let me know if anyone has anything helpful I can try and test. I feel I'm overlooking something super simple.

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Home » Podcast » Salesforce Prompt Builder Features Every Admin Should Know

• Salesforce Prompt Builder Features Every Admin Should Know

Today on the Salesforce Admins Podcast, it’s time for a deep dive with Josh Birk, who talks to Raveesh Raina, Principal Solutions Engineer at Salesforce.

Join us as we chat about what Prompt Builder can do and how to write effective prompts.

You should subscribe for the full episode, but here are a few takeaways from our conversation with Raveesh Raina.

Intro to Prompt Builder

Raveesh is the perfect person to talk to about Prompt Builder and all the cool stuff you can do with it. As a Solutions Engineer, he works with customers to implement the latest and greatest Salesforce innovations and right now, that’s Prompt Builder.

Prompt Builder takes all the power of LLMs and combines it with your Salesforce data. You can use it to help you write personalized emails to customers, build out records with more information, and much, much more.

The four prompt template types and what they do

Right now, there are four prompt template types in Salesforce:

• The sales email template drafts an email you need to send to your customer. Some examples include introducing them to a new product, or reminding them about an appointment.
• With the field generation template , you can quickly and easily populate or complete a specific field on a record page with a summary or description created by an LLM.
• The record summary template does exactly what it says it does: summarizes a record. This one is really easy to use via Einstein Copilot, and his clients love it for meeting prep.
• Finally, there’s the flex prompt template . This can be used anywhere and everywhere on the platform to create a customized prompt template that incorporates records from multiple objects simultaneously. An example would be to create a personalized product recommendation for a customer based on an Einstein Next Best Action.

With all of these prompt templates, you can dynamically ground them with data from Salesforce or Data Cloud. That gives the LLM the power to pull data from records or, with flows, from pretty much any object—standard or custom—in your Salesforce org.

How admins can write effective prompts

So how do you write effective prompts that do what you want them to do? Raveesh has four tips to share with us:

• Be explicit about your expectations and goals. What are you hoping to get out of the response? The AI needs a clearly defined goal in order to generate a good response.
• Contextualize the information. State if you want to add related records to contextualize the response.
• Specify your role. What is the persona for which this prompt template is built?
• Add limitations and set boundaries. For example, “do not exceed 500 characters.” The AI needs to be told, and sometimes told again, what not to do. This is especially important to think about as you test and refine your prompt in order to get consistent results.

There’s a lot more great stuff from Raveesh about building better prompts and how Salesforce protects your data, so be sure to listen to the full episode. And don’t forget to subscribe to hear more from the Salesforce Admins Podcast.

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Full show transcript

Greetings everybody. Guest host, Josh Birk here, to take another deep dive into a topic. And this week, the topic is going to be Prompt Builder and Building on Prompts. I am joined by my good old colleague, Raveesh Raina, who is one of the people who wrote, for instance, our Ultimate Guide to Prompt Builder. Now, with no other hesitation, let’s get over and talk to Raveesh.

All right, today on the show, we welcome Raveesh Raina to tell us about all things Prompt Builder. Raveesh, welcome to the show.

Raveesh Raina:

Thank you very much, Josh. It’s an honor to be here and thank you for having me.

Excellent. Well, let’s start off with a little bit about you. Tell me, what is your current role at Salesforce?

So I am a Principal Solutions Engineer. I work predominantly with our account executives and account directors to helping customers get inspired with our latest and greatest innovations that we are publishing and that we are releasing into the market. So I have a specific focus towards financial services. I’m based out of Toronto, Canada, so I work with all of our major enterprise banks with a lot of the different innovations and as far as financial services cloud is concerned, which is our flagship industries product. So helping them get inspired and sharing ideas on how we can help them better meet their goals.

And was computer something you always wanted to get into?

No, it’s definitely an area that I personally have tried to get better at.

And it’s definitely an amazing opportunity and an amazing space to be.

What did you go to college for?

So funnily enough, even though I am based out of Canada, I actually went to the United States for my undergrad and I did mechanical engineering.

So I graduated from New Jersey Institute of Technology, NJIT, with a mechanical engineering degree. But life had a different set of actions for me and somehow, I ended up aligned to the Salesforce ecosystem a long time ago.

Nice. Okay. Now, today we’re going to talk about Prompt Builder. And when customers ask you about Prompt Builder, they’re not familiar with it, what’s the early elevator pitch you give them?

I essentially tell customers that Prompt Builder is an easy to use tool, which allows them to send a predefined set of instructions to an AI model, with the expectation of getting a response that has both value and meaning to them. And by value and meaning, I’m specifically referring to within the context of the data that they are providing via their CRM for Salesforce.

Okay. And walk us through the four templates we have right now that frame that data and that value add?

Yeah, absolutely. So right now, as of today, we have four prompt template types, sales email prompt templates, that’s the first one. The second one is going to be field generation. The third one is what we call flex prompt templates. And the fourth one is record summary prompt templates.

Yeah. Now, I think the first two there are pretty straightforward. We’re generating an email to send out to somebody, and if we’re summarizing or we’re generating a field, it means instead of a human putting in things manually, the GenAI is going to create it. Tell me a little bit more about the second two because I feel they’re off to the corners and they’re also very different from each other. Right? What’s the purpose of a flex template and what’s the purpose of the record summary template?

Yeah, so what I’ll do is let me tackle record summary template first.

Just as its name suggests, a record summary template is used by an admin to summarize a record or to get a succinct overview of a particular record. It is best served, best delivered in the UI via Copilot. So that is what we’ve seen greatest success in, in that record summary prompt templates can be surfaced up via Copilot, but it allows the admin to summarize a record based on whatever data model that they have already implemented.

So that’s a record summary template. Now, flex prompt templates, they are really powerful and versatile because what they allow an admin to do is to connect up to five objects together in a prompt template for the purposes of grounding. Those five objects could be standard objects or custom objects. They don’t have to be related to each other in any way, shape or form, but through the power of the UI that the admin is surfacing, they can ground the flex prompt templates with each of those different objects with the expectation of getting a response from the LLM.

And for listeners at home, if you have somehow missed all of the wonderful Salesforce marketing about Einstein Copilot, it is a conversational AI for your platform and we will discuss that in another episode. Now, when it comes to these kind of templates, let’s focus on the sales email, as I think it’s the most straightforward. Some people listening might be like, “Well, I already know how to generate an email. Why do I need generative AI to do this?” What do you think the value add specifically that these are being pulled in through an AI model and having a generative response as opposed to a human created one? Where do you think the power lies there?

So the way I like to think of it where generative AI sales email templates provide value is the fact that it provides an easy mechanism for a user to craft an email in a conversational style that includes human and natural language text into it. If I were to use a standard email template as an example, that is static text, but replaced with either merge fields or even sometimes even with related records. But it removes that humanality sort of, from crafting an email. And the recipient may recognize that this is static text, but with generative AI, it adds more humanity towards that email template type. So that’s where I feel is some of that value added.

And I think to some people, they might be scratching their eyebrows there because they’re like, “But Raveesh, I’m using a computer to generate this email.” But I think that’s exactly spot on because we’ve all gotten that email that’s like, “Hello, first name at company name. Congratulations on your date.” And it’s like you know instantly, this isn’t from a human, but what these GenAI models are really good at is mimicking a human-like response, this human-like writing. And so it’s like you get something that’s acting like it’s somebody to draft an email every single time you’re sending this out to somebody.

Absolutely. Absolutely. It adds a little bit more personalization to a piece of communication that was missing with your static email templates in the past.

And also, I think it’s hard to do it on a podcast, right? It’s hard to show it on the podcast, the power of being able to ground this in Salesforce data. Tell me a little bit about… For each one of these templates we’re talking about, what kind of data can we bring into the AI model to let it represent whatever it is that we’re trying to generate?

Absolutely. So the real power of our generative AI tools with Salesforce, in my personal opinion, is the fact that we allow admins and customers the option to dynamically ground these prompt templates. What we mean by dynamically grounding is adding placeholders in these prompt templates that will be automatically replaced with either merge fields directly from a record or related lists that trace back to the origin of that record, or even through the power of flows. Once again, get a subset of related records associated to that original parent record as well.

So dynamically grounding can be done using merge fields, related lists, flows to get subset of records. And you can take it two steps further by grounding with Apex classes or even through the power of Data Cloud data model objects as well.

And what I think is also going back to the old way of doing things and doing things with this way, using flow, but also just because it’s a conversational model, you can instruct the AI to do things based on the data. So it’s not just, “Say something about this person’s description.” It could also be like, “Based on the fact that this person has no survey scores, change your response based on that.” And what are some things that people who have flow skills can do to apply that extra layer of logic? Give me a good example of something that would change the course of the outcome based on a flow?

Yeah, absolutely. So I did mention that the power of flows is the fact that you can get subsets of records. So for example, if I want to surface up using a generative AI response, a summary of all open cases associated to a client or an account. If I were to use the standard related list component or resource picker, then it would give me a summary of all the cases associated to an account, whether it’s open, closed, escalated, high priority, so on and so forth. But with flows, if I just want to surface up open cases only, that is what I can do through the power of dynamic grounding as well.

And what I love about it, if anybody’s here, maybe for some reason, you haven’t dipped your toe into the flow pool, the flows we’re talking about can be very… I can do these flows, and I’m not Jen Lee. Flows are her job. She’s the one who goes like, “Oh yeah, flow can do that crazy, impossible thing. Wait a minute, I’m going to show you how.” Going on the other side of the spectrum, tell me a little bit about how data cloud can help complete this picture?

Yeah, absolutely. So as we all know, Data Cloud is an amazing tool that unlocks an organization’s ability to tap into their enterprise data. So what that means is that for an organization that is using Salesforce, they may have a good portion of their data sitting in CRM, sitting in Salesforce, but a lot of it could also be sitting off platform in, for example, a lot of organizations, they have a separate dedicated app for their orders or their accounting, or even if they have a public website or mobile app, then some of that web traffic is logged in those third party systems.

So through the power of Data Cloud, if they want to bring those insights and have a summarization or generative AI information associated to that data, customers are able to take all of that third party data that is sitting in those systems and have that surfaced up in Data Cloud. And the power of Prompt Builder allows for grounding with those Data Cloud objects or data model objects, I should say, and then surface up that information directly within the flow of work in Salesforce.

Yeah. Now, let’s take a couple steps back because we’ve been talking a lot about data and grounding the data, taking the data from sources like Data Cloud, and I think that a lot of people have cautionary tales about AI. Describe the Einstein Trust Layer to me and how does it keep all of this stuff safe?

So one of the biggest messages that we have is the fact that we have zero retention policies with all of the public AI model providers that we have partnerships with. Whether those are, as an example OpenAI. So what that means is that I think we have to also take a step back and appreciate the fact that Salesforce’s number one value is trust. And what we mean by that is the fact that we value our customers, we value that they are trusting us to securing their data. And we also take it one step further in ensuring that we are not sharing their data in any way, shape or form with any of these third party AI model providers.

So a big part of the Einstein Trust Layer is the fact that we are not sharing customer data directly or indirectly with AI model providers there. And also at the same time, those AI models are not learning from Salesforce’s and customers’ data as well.

And to be clear there, it’s not like some generally handshake between us and Sam Altman. We filter that stuff out. OpenAI does not have the chance to train their models based on our data because they never see it.

Correct. Absolutely.

Okay. And then just to bring this to another level, because we think about things like in P-term, P2 and privacy and stuff like that, that’s also stuff that’s not being shared with entities that don’t need to see it.

That is correct. Yeah, absolutely. We as a company have gone the extra mile to ensure that PII, personally identifiable information, or PHI, that is not shared, and it is actively masked and obfuscated before it is even sent to an AI model for processing as well.

Got it. Now, you’ve written a blog post, Ultimate Prompt Builder Guide, thank you for that, it’s very extensive, and in it you include some very good tips on how to effectively write a prompt. Give me the high level like what are some really good tips to let me be more effective with that?

Absolutely. So a couple of pointers that I will suggest as admins and customers are looking to design prompts are that there are a few different areas that you should try to focus on. First is be explicit in your instructions in terms of the expectations and goals as far as what is it that you’re hoping to get out of the response. So making sure that you are setting those expectations. Second is contextualizing information, meaning that state if you are adding in some related records to further contextualize the set of instructions. Third would be to specify your role. What is the persona for which the prompt template was built out for, whether it was a customer support manager or an account executive?

An important aspect of the prompt template that I would suggest is also ensuring that you add limitations and setting boundaries, so by being explicit with instructions such as, “Do not exceed past 500 characters,” as an example. That is an explicit instruction and a guardrail, ensuring that the prompt template is not going to give a response longer than 500 characters. So those are some areas that I would suggest that folks go in on as far as designing prompt templates.

Yeah, one of the earliest things I realized in working with AI was, and this is in general, AI has this sort of default setting, shall we say, like a default tone, a default style. It thinks its response should be two paragraphs long, paragraphs should be three to four sentences. It’s almost exactly what we’d learned back in high school for what a good writing style was kind of thing.

And it will default to that all the time unless you tell it not to. My favorite thing what you just said is explicit.

I would actually add to that explicit and occasionally repetitive.

Yes. Yes, absolutely. It doesn’t hurt being repetitive with your instructions because it’s about ensuring that the AI model is going to meet your expectations of a response that has both value and trust.

Right. Because this is dynamically generated, which means even if you see the thing that you wanted to do once, run it three more times.

Correct. Exactly.

Because it might break one of your rules at one of those points. And then one of favorite anecdotes I give people is, if you saw the Dreamforce ’23 keynote, we use Prompt Builder to do a sales email, and to have some fun, we added emojis to the sales email, which worked about three times out of five.

Right? The team kept on coming out, they’re like, “How do you fix this?” I’m like, “I have no idea. I’m going to go talk to the AI and figure it out.” What it turned out was I had to beat the AI over the head and be like, “Not just use an emoji with this email, make heavy use of emojis all through this email.” Be very, very explicit.

Absolutely, [inaudible 00:03:52].

Now, unlike myself, you have actually had the advantage of working directly with customers on some of these issues, and feel free to nerd out on fintech and banks in general, but what are some specific problems that you’ve seen from customers? Obviously, if you need to not name names, that’s great, but what are some specific problems that you’re seeing Prompt Builder help solve?

Yeah, absolutely. I think one of the reasons why I have been able to talk to a lot of customers is just because I’ve been also listening to a lot of customers as well. I think one of the most glaring areas where generative AI and Prompt Builder can provide most value is the use case for meeting prep. So I’m a rep, or I’m a customer support manager, and I need to prepare for an upcoming engagement with a client for a meeting. Using generative AI, I can quickly get a succinct overview on a particular client with all of the different data points that has both value and meaning to me, which I can use as part of my conversation in that meeting with that client as well. So meeting prep or account summarization is of immense value where we are seeing a lot of success with sharing this value with customers, and they are absolutely head over heels signing up for using Prompt Builder to address this need.

Got it. Well, to learn more, everybody, we’re going to point to Raveesh wonderful blog post. We’ll point you to a couple of Trailhead resources, some help documents. Raveesh, thank you so much. I do have one final question for you. What is your favorite hobby?

My favorite hobby at the moment right now is cycling. I use that as an opportunity to bond and to spend time with my kids. I have a seven-year-old and four-year-old, so any chance we get, especially with the weather that we’re having this summer, we go outside, we go for cycling around the trails and around our neighborhood. So yeah, right now it’s cycling for me.

Wonderful. Raveesh, thank you so much for the great conversation and information. That was a lot of fun.

Thank you very much, Josh.

I want to thank Raveesh for sitting down with us this week. And as always, I want to thank you for listening. Now, if you want to learn more about this show and stories about being a Salesforce admin in general, go down over to admin.salesforce.com. Thanks again, everybody, and we will talk to you next week.

Love our podcasts?

Subscribe today on itunes , google play , sound cloud and spotify , joshua birk.

Josh, also known as the “Godfather of Trailhead” after inventing the prototype, is a game-happy Admin Evangelist who is known for being the savior of stray neighborhood cats and a serious connoisseur of the latest console games. Josh has been developing since around the same time Apex could create custom SOAP endpoints.

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June 28, 2024 by MADX

How to Connect Salesforce to ActiveCampaign

Are you looking to boost sales? Or do you want to streamline your customer engagement campaigns and create automated workflows? 

You can achieve this by connecting two powerful platforms – Salesforce and ActiveCampaign.

Salesforce-ActiveCampaign integration can help businesses align their sales and marketing teams to improve customer segmentation and targeting, automate workflows, streamline activities like direct marketing , and gain deeper insights into customer behaviors.

In this guide, we’ll explore how to set up this integration and the key benefits of doing so.

Table of contents

Overview of salesforce and activecampaign, how do you set up the salesforce and activecampaign integration, use cases of salesforce and activecampaign integration, integrate salesforce and activecampaign with postalytics.

Both platforms offer unique capabilities that help businesses streamline their sales, marketing, and customer service. Here’s what they have to offer.

Salesforce Overview

Image source

Salesforce is a cloud customer relationship management (CRM) platform. It provides features to help businesses manage and improve customer relationships with customer experience automation. 

Its infrastructure and customization options make it suitable for businesses of all sizes. The key features of Salesforce include:

Its key features include:

• Sales Cloud : Automates sales processes, manages customer information, and improves productivity.
• Service Cloud : Enhances customer support through efficient case management and omnichannel service.
• Marketing Cloud : Automates marketing campaigns, personalizes customer journeys, and tracks marketing performance.
• Commerce Cloud : Provides tools for creating seamless ecommerce experiences.
• Analytics Cloud : Offers advanced analytics and business intelligence to derive insights from data.
• AppExchange : A marketplace for third-party applications like Postalytics that integrate with Salesforce .
• Community Cloud : Enables the creation of branded communities for customers, partners, and employees.
• Einstein AI : Integrates artificial intelligence to provide predictive analytics and automation.

ActiveCampaign Overview

ActiveCampaign is a versatile marketing automation platform known for its intuitive interface and feature set. It provides tools designed to enhance marketing efforts, streamline customer relationship management (CRM), and automate sales processes. 

Its integration capabilities with tools like Postalytics make it a popular choice for businesses. 

The platform’s key features include:

• Email Marketing : Design and send email campaigns with advanced segmentation.
• Marketing Automation : Create automated workflows to nurture leads and convert them into customers.
• CRM : Manage customer relationships with integrated CRM tools that track interactions and sales pipelines.
• Sales Automation : Automate sales processes to improve efficiency and close deals faster.
• Dynamic Content : Personalize content dynamically based on customer behavior and preferences.
• Messaging : Engage customers through SMS and chat for real-time communication.
• Site Tracking : Monitor visitor behavior on your website to tailor marketing efforts.
• Lead Scoring : Prioritize leads based on their likelihood to convert.

Setting up ActiveCampaign Salesforce integration can be tricky if you don’t follow the right steps. Here’s a step-by-step guide to get you started.

1. Install ActiveCampaign for Salesforce

Here’s how you can install ActiveCampaign for Salesforce to start the integration process.

• Log in to Salesforce : Access your Salesforce account using your credentials.
• Choose Visit AppExchange : Navigate to the AppExchange marketplace from the Salesforce dashboard.
• Choose ActiveCampaign : Search for the ActiveCampaign application in the AppExchange.
• Click Install for Admins : Select the “Install for Admins Only” option to ensure that the integration is set up correctly for administrators.
• Complete installation : Follow the on-screen prompts to complete the installation process. This may include agreeing to terms and conditions and confirming the installation.

ActiveCampaign is now integrated into your Salesforce environment and is ready for configuration and synchronization.

2. Assign permission sets to Salesforce users

You need to ensure the appropriate users have access to the features and functionalities of the ActiveCampaign integration.

• Navigate to the Salesforce Setup page from the top-right corner of the dashboard.
• In the Setup menu, click “ Permission Sets ” under the “ Users ” section.
• Select the relevant permission set for ActiveCampaign integration.
• Click the “ Manage Assignments ” button to view and manage user assignments for this permission set.
• Click the “ Add Assignments ” button to assign users to this permission set.
• Select the users who need access and click the “ Assign ” button to complete the process.

3. Set up system connections

This step involves linking the two platforms so they can communicate and share data effectively. Here’s a process you can follow:

• Access ActiveCampaign Setup Assistant : Log in to your ActiveCampaign account and navigate to the Setup Assistant.
• Add ActiveCampaign API Key to Salesforce : Generate an API key from ActiveCampaign, then log in to Salesforce and input this key in the designated integration field.
• Authorize ActiveCampaign to Salesforce : Follow the prompts to authorize the connection, granting ActiveCampaign permission to access and interact with your Salesforce data.
• Click Finish : Once you have entered all the necessary information and granted authorization, click the “Finish” button to complete the setup process.

4. Create dynamic field mapping

This process involves mapping contact fields from ActiveCampaign to contact and lead fields in Salesforce. You must do this to ensure data flows accurately between the two systems. While standard lead and contact mapping will already be configured, you can override this default setting and customize it yourself.  

For ActiveCampaign to Salesforce:

• In ActiveCampaign, navigate to the integration settings for Salesforce.
• Choose the contact fields in ActiveCampaign that you want to map to Salesforce contacts.
• Match these fields to the corresponding contact and lead fields in Salesforce.
• Save the field mapping configuration.

You can follow the same process for dynamic field mapping in Salesforce to ActiveCampaign contacts.

5. Configure outbound sync settings

The fifth step is to configure outbound sync settings. This step ensures that data is regularly and accurately synchronized between the two platforms.

The steps involved are:

• In the ActiveCampaign setup interface, choose to sync leads and contacts from Salesforce.
• Specify how often you want the data to synchronize. Options include real-time, hourly, daily, or custom intervals.
• After setting the synchronization preferences, click the “Continue” button to finish the configuration.

6. Activate ActiveCampaign CX Automation

The final step in connecting ActiveCampaign and Salesforce is activating ActiveCampaign CX Automation. 

• In ActiveCampaign, navigate to the setup page. Click the “Continue” button to proceed with the final configuration.
• Complete the setup by clicking the “Finish” button, which finalizes the integration process.
• Verify integration success by checking the connection status and ensuring the automation workflows are active and functioning as intended.

By completing these steps, you enable the powerful automation capabilities of ActiveCampaign, ensuring a seamless and efficient integration with Salesforce. This activation allows you to leverage the full potential of both platforms to improve customer engagement and marketing efficiency.

Benefits of Salesforce ActiveCampaign Integration

Salesforce ActiveCampaign integration can help businesses in a number of ways. Here are four major benefits.

Improved lead nurturing

Salesforce-ActiveCampaign integration allows for seamless synchronization of lead data. This allows for more personalized and automated communication strategies. Businesses can create targeted, timely, and relevant marketing campaigns with unified insights. 

Enhancing the lead-nurturing process results in;

• Higher engagement rates, 
• More effective lead conversion, 
• Increased sales efficiency and success.

Integrate your sales and marketing data

The Salesforce and ActiveCampaign integration allows for a holistic view of customer interactions. 

Businesses gain valuable insights into customer behaviors and preferences by combining sales pipeline data from Salesforce with marketing engagement data from ActiveCampaign. This approach enables more informed decision-making, targeted marketing efforts, and streamlined sales processes.

Automated workflows

The integration of Salesforce and ActiveCampaign enables the creation of automated workflows. For example, when a lead reaches a certain stage in the sales pipeline in Salesforce, ActiveCampaign can automatically trigger personalized follow-up emails or reminders to nurture the new lead further. This reduces manual effort, ensures timely communication, and increases conversions.

Alignment in lead scoring

The Salesforce and ActiveCampaign integration facilitates alignment in lead scoring. This ensures consistent evaluation criteria between sales and marketing teams. 

For instance, when a lead engages with marketing campaigns in ActiveCampaign, their actions and behaviors can automatically update their lead score in Salesforce. The shared scoring system allows sales teams to focus on prospects that are likely to convert.

The integration between ActiveCampaign and Salesforce offers various use cases:

• Create unified customer profiles by synchronizing customer data between ActiveCampaign and Salesforce. For example, when a lead engages with a marketing email in ActiveCampaign, their interactions and preferences are automatically updated in Salesforce. This synchronization gives sales reps a comprehensive view of the customer’s journey.
• Empower sales teams with valuable insights to accelerate the sales process. For instance, Salesforce can automatically notify sales reps when an engaged lead is ready for follow-up based on ActiveCampaign’s lead scoring.
• Identify opportunities for customer retention and upselling by utilizing data from both platforms. For example, Salesforce can notify the customer success team when a high-value customer shows signs of disengagement in ActiveCampaign. This insight allows them to intervene and prevent churn.
• Gain insights into the effectiveness of marketing campaigns by attributing conversions to specific marketing efforts. Marketers can track how leads generated from specific email campaigns progress through the sales funnel.

Salesforce and ActiveCampaign are powerful platforms that combine to automate workflows and create seamless campaigns. Following the steps in this guide, you can activate the integration and tap into its benefits.

Do you run direct marketing campaigns? Leverage the integration of these tools with Postalytics to help your direct marketers run successful campaigns. To know more about these integrations, register for free on Postalytics .