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Top 6 Best Lead Distribution Software Systems In 2024

In 2024, the growing need for efficient lead management has reached unprecedented heights, particularly with the increase in digital transactions and online business operations. Recognizing this demand, the tech landscape has ushered in innovative Lead Distribution Software that goes beyond just basic lead allocation. These systems are crafted to cater specifically to the evolving needs of businesses, ensuring that leads are not just captured but also optimally used. In this guide, we'll unravel the top six Lead Management Software platforms, delving into their core capabilities, from advanced lead scoring systems to intuitive lead routing options, and the power of their analytics and reporting. Whether you're an established enterprise or a budding startup, this analysis aims to steer you towards the ideal software for maximizing your lead conversion.

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Efficient leads management software with Leads Inbox for streamlined Lead Distribution


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5 essential lead distribution software features

Identifying the right software is paramount to ensuring your leads are effectively captured, nurtured, and converted. Here are five crucial features that any top-tier lead distribution software must offer to position your business for unparalleled success:

Equipped with this knowledge, you're poised to select a lead distribution software that not just meets but anticipates and adapts to your business needs.

What are 5 common ways to utilize lead distribution software?

Understanding the common ways to utilize lead distribution software provides businesses with a clear roadmap. By familiarizing these practical applications, companies can not only optimize their lead management processes but also maximize return on investment. Here are five key methods and examples to elucidate their effectiveness in real-world scenarios.

Hopefully, you now understand how to get the most out of your lead distribution software. Let’s jump into the best tools on the on the market for this very purpose.

Quick comparison of leads management software

Software Intro Price Differentiator
Most powerful all-in one lead distribution software
Advanced Automated lead enrichment to ensure that B2B teams are equipped with the most up to date information
Leads Inbox helps prioritize leads so that Sales teams can focus on the hottest leads
Build strong customer relations with automated lead nurturing
Close CRM
Smart Views help create workflows that personalize content to different lead groups
Salesforce Sales Cloud
Streamline operations with an effective lead distribution software

1. Shape

Founded: 1999
HQ: Irvine, California, United States
Key Info
Price: $119/user/mo
Free plan: No
Support: 24/7 (In-product support + email)
Best For
Businesses looking for a comprehensive and robust lead distribution software
+ Comprehensive support for re-targeting untapped opportunities.
+ Flexible distribution rules supports all sales processes
+ Automated multi-channel lead nurturing boosts conversions
- Limited customer support channels
- Steep learning curve
Outlook, Gmail, Quickbooks, Zapier, Calendly, and many more
Pricing Model
Sales & Marketing CRM: $119/user/mo
Point of Sale: $47/user/mo
Lead Funnels: $299/mo

Shape is a comprehensive CRM with lead distribution features that allows you to capture, store, and manage lead data on one platform. This CRM uses ShapeIQ, an advanced AI-based lead scoring system based on 700 data points, to qualify and score leads, ensuring that the right leads are prioritized in your sales pipeline. 

ShapeIQ automatically assigns a score to your leads after you’ve built your ideal customer profile. Based on this profile, it intelligently routes the right leads to the most fitting sales reps, partners, or networks based on factors like licensing, areas of expertise, etc.

shape-lead-distribution screen

After assigning your leads to the right salesperson, you can start nurturing them to conversion using Shape’s automated multichannel follow-ups. Through the CRM’s email and text automation, you can send the right message to the right people at the right time. The best part is automating these communications means you don't have to do the work manually. You can focus on more critical tasks while your CRM communicates in the background.

Shape CRM is the top choice for the best lead distribution software, not just because of its features but also because of its extensive integrations. It integrates with Zapier, through which you’d automatically gain access to over 1000 external tools. 

The CRM also integrates with major Loan Origin Software (LOS) platforms like Encompass and LendingPad while also providing over 5,000 API integrations. With the ability to connect with over 5000 essential business tools and systems, Shape is highly customizable to meet any business needs. 

shape-Reports and Analytics screen

As you distribute and nurture your leads, you can only get the best results if you track and analyze their performance throughout their lifecycle. This ensures that you are making strategic decisions to optimize your lead management process based on accurate and proven data.

Comprehensive features, extensive integrations and analytics to automated email and text follow-ups, are covered by Shape’s complete Sales & Marketing CRM at $119 monthly. With a 4.7/5 rating on G2 and user reviews generally praising the CRM for its lead scoring, distribution, and nurturing features, Shape clearly offers great value for its fee.

Overall, Shape is the best lead management software for small businesses and large enterprises alike. However, being a comprehensive software also means you may experience an initial learning curve when getting started with the CRM.

2. Salesflare

Founded: 2014
HQ: Antwerp, Belgium
Key info
Price: $29/user/mo
Trial: 14 days
Support: Phone, email & chat
Best for
Small and medium-sized B2B businesses looking for automated lead enrichment
+ Very robust automated lead generation feature.
+ Fully automated email management
+ Very easy for sales and marketing team members to check the sales status of accounts
- Managing notes for tasks is tedious
- Does not auto assign Leads
- Difficult to integrate for large enterprises as product is not geared towards them
Better proposals, Emailable, Quickbooks, Mailchimp, and many more
Pricing Model*
Growth: $29 per user/month
Pro: $49 per user/month
Enterprise: $99 per month (from 5 users)

Salesflare is a lead distribution software solution tailored to help small or medium-sized B2B businesses build stronger relationships. For businesses of this size, nurturing relationships is crucial for gaining a competitive edge, retaining loyal customers, and ultimately driving sales.

One way we noticed Salesflare achieves this is through its contact management feature. When a potential opportunity is identified, their contact information and other relevant data are captured and organized using the contact management system. 

Salesflare’s contact management feature simplifies this process by automatically capturing and adding contact information from different sources, such as emails, LinkedIn, company databases, etc, into your address book. It then hands this information to your teams via automated customer timelines that tell your reps everything they need to know. According to Salesflare, this feature reduces manual data entry by 70%, allowing you to focus more on nurturing relationships than administrative tasks.


Once you have this contact information, the system automatically assigns a score based on their engagement in the past week, such as email opens, clicks, website visits, live chat interactions, and emails exchanged. This score helps your sales team prioritize efforts, focusing more on high-scoring leads who have shown a higher level of engagement and are more likely to convert into customers.

Although Salesflare provides robust contact management and lead scoring features, it does not automate the lead routing process. This means that your leads need to be manually assigned to specific team members. While this might seem like a drawback, it can be advantageous for small to medium-sized businesses where a more personalized approach is necessary. 

Manual lead assignment allows you to consider factors beyond just data, such as the strengths of your team members or the specific needs of your leads. So, after Salesflare has helped you identify your most promising leads, you can strategically assign them to the sales representatives best suited to handle a particular lead. This could be based on the representative's product expertise, knowledge of a specific industry, or ability to connect with certain types of customers. By manually assigning your leads, you ensure each potential customer is matched with the sales representative best suited to their needs. This tailored approach can significantly increase your chances of conversion.

Salesflare UI

Nurturing leads requires continual follow-ups until closure to ensure you miss no opportunities. Salesflare aids this process by automatically creating follow-up tasks, email responses, and efficient meeting management. 

It also triggers reminders to check in with inactive leads in your CRM and you can customize the reminder frequency and time-frame based on the lead's pipeline stage. The platform’s drag-and-drop Kanban card system makes it easy to visualize and manage your pipeline, including the ability to scan and manage business cards, helping you efficiently identify and act on potential conversion opportunities.

The best part is, for less than $50 per month, you can gain access to these automation features. Salesflare offers affordable and flexible subscription plans priced at $29, $49, and $99 for the Growth, Pro, and Enterprise tiers. Even with the lowest tier plan at $29, you'll have access to the automated CRM data input feature we mentioned earlier. Upgrading to the mid-tier $49 plan allows you to set up workflows and follow up with your leads.


Without a clear understanding of your performance, all these strategies, from lead generation to customer retention, might not be effective. Measuring and evaluating your results regularly is important to identify what's practical, what to change, or where to improve. 

Salesflare analytics and reporting features provide a comprehensive view of your performance, giving valuable insights into your sales pipeline and leading to better sales performance. Although Salesflare comes pre-built with most of the reports you’ll need, it also gives you the flexibility to build custom reports through the custom dashboard and reporting feature. However, this functionality is only available on the Pro Plan. 

On top of all these features, Salesflare integrates well with Google Workspace, Microsoft Office 365, LinkedIn, Asana, Calendly, Zapier, ClickUp, and 90+ other business applications, ensuring smooth operations.

Salesflare opportunities

Even with all this functionality, Salesflare does not compromise security, ease of use, or customer support. During our tests, their team responded promptly whenever we contacted them. According to customer reviews, they are also responsive in implementing customer suggestions. One satisfied customer on G2 even said, “Customer service is 10/10, and the team is super responsive to adding new features that customers might require.”

Recognizing the sensitive nature of customer data, Salesflare prioritizes security by using encryption, data protection, and compliance with industry standards. This includes regular security checks and a Vulnerability Disclosure Program. 

Overall, Salesflare is a robust, affordable, and user-friendly lead distribution software, and its impressive 4.8/5 overall rating by several users testifies to this. However, since the platform is geared towards small to medium-sized businesses, larger enterprises might find it less suitable and need to consider other more scalable solutions.

3. Pipedrive

Founded: 2010
HQ: New York, United States
Key info
Free plan: No
Support: Live chat, phone & help center
Best for
Sales teams that want to prioritize and focus their efforts on their best leads
+ Acts as a single source of truth for lead and deal management
+ Can follow up on leads directly from the CRM
+ Has automatic prompts for tasks to guide Leads towards Deal closure
- Can be difficult to navigate when there is a large number of leads
- Software lacks some flexibility. e.g. can't merge a new lead to an existing deal
- Filtering options are not granular
Zapier, Xero, Quickbooks, QuarterOne, and many more
Pricing Model*
Essential: $9.90 per month (one user)
Advanced: $19.90 per month (one user)
Professional: $39.90 per month (one user)
Power: $49.90 per month (one user)
Enterprise: $59.90 per month (one user)

Used by over 100,000 companies, Pipedrive is an intuitive lead distribution software that includes some more advanced features such as activities and visual pipeline management, email integration, AI sales integrations, sales reporting, and forecasting.

software is easy to use and adapt to, providing a detailed and clear view of current and past deals, which makes it ideal for small and medium-sized businesses.

Pipedrive also helps organize leads better and is just the right fit for salespeople seeking better organization. During our testing, we were particularly impressed with their lead organization process. The lead management system organizes leads to ensure you always have a clear overview of sales, allowing your team to focus on the most important deals first. We found the Leads Inbox feature particularly useful for manually filtering and qualifying leads.

Pipedrive Dashboard

Once you decide which leads are qualified, you can easily convert them into deals and directly add them to your pipeline to start the sales process. This approach prevents workspace clutter and distractions, allowing you to focus on the deals that require immediate attention.

However, the software's robust automation capabilities really stood out for us while testing. 

With the automated lead distribution software, you can distribute qualified leads, and opportunities evenly among team members. Depending on your business needs, you can set up rules to automate the entire process. 

For instance, leads can be assigned based on the expected deal value or the urgency level. In this case, high-value or time-sensitive leads can be swiftly handled by the most appropriate team members, enhancing the chances of successful conversion.


If no rules are set, the software uses the "round robin" automatic assignment. 

Pipedrive also provides powerful automation that speeds up the sales cycles. You can design automated drip email flows to engage prospects after delivering your sales pitch and set up autoresponders for sending follow-up emails. 

Then, you can analyze the success rate of these campaigns through the performance reports on the analytics dashboard. These performance reports let you see the prospects your team creates, archives, and converts into deals in real-time, so you can monitor performance and see what areas need optimization. 

Without well-defined and detailed goals, you may find tracking your progress and meeting your objectives more challenging. Pipedrive offers a goals feature that helps your team stay focused. You can specify these goals based on deals or activities by adding durations, assignees, and pipelines.

To enhance its already robust features and operations, Pipedrive integrates with over 450 integrations, including Asana, Google Meet, Quickbooks, Slack, Trello, Zapier, Zoom, Zoho, and more.

Pipedrive Leads Inbox

Despite its advanced functionalities, Pipedrive is one of the most affordable lead distribution software solutions on this list. The pricing tiers range from $9.90 to $59.90 per month, and it offers a 14-day free trial to test the platform before making a commitment.

As expected from a reputable lead management tool, Pipedrive offers comprehensive security features. These include permission and visibility settings, two-factor authentication (2FA), single sign-on (SSO), and a security dashboard. These features allow you to control access, enforce security rules, and ensure data protection and transparency within the platform.

In conclusion, with its comprehensive features, ease of use, real-time progress reports, and a 4.2/5 user rating on G2, Pipedrive stands out as one of the best lead management software. However, due to its advanced features, there may be a steep learning curve. But once you've familiarized yourself with the workings of the platform, it's a joyous ride from there.

4. HubSpot

Founded: 2006
HQ: Cambridge, Massachusetts, United States
Key Info
Price: Starts at $0
Free plan: Available; Trial: 14 Days
Support: Phone, email & chat
Best For
Businesses that need to robust lead nurturing capability
+ Easy to capture leads from Website
+ Helps builds strong customer relationships by lead nurturing
+ Helps streamline sales process through effective lead tagging
- Lacks specialist or industry specific integrations
- Importing Leads into the system can sometimes have errors
- Pricing can be prohibitive for small businesses
Google Calendar, WordPress, Gmail, Mailchimp, Zoho CRM and 1000+ other apps
Pricing Model
Starter: $18 per month
Professional: $1600 per month
Enterprise: $5000 per month

HubSpot CRM is a popular CRM that supports the entire lead management process right from lead capture from different sources like web forms and landing pages to advanced lead routing software. It is equipped with a sales hub that offers lead distribution and management features such as custom and predictive lead scoring, automatic lead rotation, and personalized engagements. These features are designed to help boost your business by strengthening customer relationships.

The intelligent routing feature ensures your sales reps are assigned the most relevant prospects. You can also use other tools from the HubSpot Sales Hub to easily improve your pipeline management. 

For instance, after collecting leads information, you can use its free battle card tool to organize information about your leads, services, and competitors in one place to create more effective pitches. 

Hubspot Lead Management

If you are already using the HubSpot customer relationship management platform, integrating the sales hub allows you to connect customer data, tools, and teams, creating a single comprehensive source of information. Essentially, with all your contact data centralized, you can personalize prospect outreach without digging for details.

Lead scoring in HubSpot is conducted through a contact property called HubSpot Score using both Positive and Negative Attributes. Positive Attributes refer to the characteristics that increase a contact's score, indicating a higher likelihood of conversion, while negative attributes have the opposite effect, reducing the lead's score. These attributes can cover many factors tracked in HubSpot, from website visits and email interactions to social media engagement and content downloads.

Once you've scored your leads, routing them correctly and responding promptly can make all the difference in sealing a deal. With HubSpot, you can route leads based on criteria like lead score, value, territory, or use case. Then, you can create workflows or automation based on these criteria to qualify and distribute them among your representatives.

Hubspot add contact

However, without a personalized follow-up and handoff experience, even the most qualified prospects can lose interest. This problem is easily solved, as HubSpot integrates all your touchpoints across marketing, sales, operations, and service to help you make informed follow-ups and deliver a personalized approach that keeps them hooked.

That's not all. HubSpot also provides advanced features such as sales forecasting, analytics, and conversation intelligence, allowing you to accurately set, predict, and meet your revenue goals. During our test, the conversation intelligence feature stood out for us as it will enable you to track your team's performance using customer feedback. With these tools, you're eliminating guesswork from your lead management process and replacing it with data-driven strategies.

HubSpot stands out as the only software with a free-forever plan on this list. This free plan gives you basic features like email scheduling, contact management, and limited reporting. You can begin with the free plan, then upgrade to a paid plan as your lead generation and sales campaigns grow and require more efficient lead routing.


The $18 starter plan provides intelligent routing for emails and inbound calls, helping sales reps respond quickly to queries. However, the cost-effectiveness decreases for small to mid-size businesses beyond this point. 

To access advanced features like automatic lead rotation (round-robin distribution) and lead scoring, you'll need to opt for one of the higher-cost plans, which range from $450 to $1200 per month. Therefore, this software may be best suited for larger enterprises that can afford to leverage its capabilities fully.

HubSpot's robust features, including its marketing automation platform, backed by high-security protocols, compliance measures, and over 500 app integrations, make it an effective lead management tool. However, the high-end pricing may be a disadvantage for small businesses that only need standard features. Despite this, some users have noted in reviews that 'HubSpot may seem expensive initially, but once you start using it, you quickly realize its potential in helping close more deals and see the return on investment.' Therefore, despite its high cost, HubSpot offers good value for money.

5. Close

Founded: 2013
HQ: San Francisco, California, United States
Key info
Free plan: No
Support: Phone, email & chat
Best for
Businesses that have wide range of customers and need to target them with a personalized approach
+ Has highly granular options for filtering leads
+ Importing and exporting leads is also super easy
+ Smartview features helps prioritizing and managing prospects easy
- No custom reports for non-enterprise customers
- Customizations options are limited
- Automation workflows don't support highly granular conditions
Zapier, Hubspot, Zoom and over 50+ other Apps
Pricing Model*
Starter: $25 per month/user
Basic: $59 per month/user
Professional: $89 per month/user
Business: $129 per month/user

Close is a sales engagement CRM designed to help you optimize every stage of your sales process, including lead distribution. The user-friendly interface allows you to access lead management features with just a click. It opens up a pipeline view that displays the stages of your funnel each prospect is at, the potential value of the deal, and the likelihood of closing it.

Close CRM also provides an iOS mobile app, with an Android app on the way, that allows you to handle your leads on the go. However, the mobile app only has some of the features found in the web-based software.

With Close CRM, you can score your leads using custom fields, custom activities, and Smart View filtering. Once you've identified your ideal customer, you can segment them based on criteria such as financial situation, job title, company size, industry, location, or Facebook interactions. Other segmentation options include whether they signed up for a trial, filled out a form on your website, or were directed from a specific advert.


You can subsequently use these criteria to create a Smart View for each score or prioritization level and use the lists to allocate leads. For example, you can assign higher priority or financially affluent prospects to senior reps and keep low-priority ones for onboarding reps. Your sales reps can leverage these lists to structure their daily tasks and speed up the follow-up processes.

In Close CRM, you have the flexibility to assign leads using various methods depending on your sales operation processes. These include manual, bulk, rule-based, and round-robin assignments. 


These methods provide flexibility in assigning and distributing leads across various scenarios. Close also ensures that no leads get abandoned by allowing you to set a follow-up reminder that gets triggered if a lead has not responded to your latest email after a certain timeframe. 

We found this workflow easy to use and experienced virtually no learning curve as they are designed for busy salespeople who may not have the time to learn complex new tools in mind. However, due to its simplicity, the automation workflows do not support highly granular conditions.

As a result, if you're looking to create a highly specific condition based on a combination of factors, you might find the system's capabilities somewhat limited. This limitation could affect how precisely you can automate specific processes or actions within the software.

Close CRM also has Activity Reports and Dashboards that provide real-time updates on your team's activity. You'll find standard reports such as Opportunity Funnel Reports, Email Template Performance Reports, and Workflow Performance Reports. 


In addition to these features, Close has over 100 integrations with platforms like Segment, Zapier, and Calendly. The integration with Zapier further expands its capabilities as a lead sales software. You can set up random and round-robin assignments with the right' zaps'.

Close remains one of the best lead management software thanks to its flexible sales automation for calling and emailing, comprehensive activity comparison reports, and user-friendly interface. 

However, its relatively high pricing, between $49 to $699 and somewhat basic automation capabilities may be a potential setback. If your operations heavily rely on marketing automation for lead and customer engagement, you might need to consider another lead distribution software options. Regardless, Close still gathers a 4.6/5 score from hundreds of users on G2.

6. Salesforce Sales Cloud

Founded: 1999
HQ: San Francisco, California, United States
Key Info
Price: Starts at $250
Free plan: No; Trial available
Support: Phone & Email
Best For
Businesses with large and complex operations looking to streamline their processes
+ It streamlines the tracking and management of leads and opportunities, helping to boost conversion rates and sales efficiency
+ Helps reps identify the best prospects in their sales pipeline
+ Can see every touchpoint and client interaction in real time.
- Licensing and subscription costs can add up quickly, and customization may require additional investments.
- The standard charts and graphs are good for starters, but not for robust for larger organizations
- Learning and Navigating the platform can be difficult for field sales men
Integrates with over 3000 apps through mulesoft and App Exchange
Pricing Model
Starter: $25 per month for one user
Professional: $80 per month for one user
Enterprise: $165 per month for one user
Ultimate: $330 per month for one user

Salesforce Sales Cloud is a cloud-based software solution with advanced lead distribution capabilities powered by its inbuilt AI. It allows you to customize your routing rules and efficiently delegate hot leads to the right representatives. It also provides visibility into the effectiveness of your marketing strategies through its campaign reports and dashboards.

However, Salesforce Sales Cloud does not include lead scoring as a standard feature and needs to be purchased separately. The Einstein AI add-on, available at an additional cost of $50, provides this lead-scoring functionality.

This feature assists in determining the ideal moment for a sales pitch and creating informed automated processes.

Salesforce UI

Salesforce offers a powerful lead distribution software. Lead routing can be automated in Salesforce using tools such as assignment rules, workflow rules, process builder, and flow builder. 

Lead assignment rules, for instance, allow you to automatically assign prospects to specific users or queues based on pre-defined criteria. This ensures that the right prospects are directed to the right sales representatives, improving response times and potentially boosting conversion rates. With workflow rules in Salesforce, you can automate the assignment of leads based on specific conditions. 

For example, you can set up rules to send an email alert to a sales representative when a high-value prospect comes in. This automation minimizes manual intervention, making your lead distribution process more efficient.

The Process Builder is even more advanced and flexible than workflow rules. You can design complex processes that trigger lead assignments based on a series of actions, events, or even their stage in the sales funnel. 

Salesforce Dashboard

Flow Builder, however, allows you to create complex, multi-step processes with conditional logic. This could be used, for example, to guide a sales rep through a series of steps after a lead is assigned to them.

After assigning your leads through any of these methods, you can nurture them through Salesforce Einstein Conversation Insights. When integrated directly into your CRM, this tool uses conversation intelligence to enhance your sales approach. 

It allows you to transcribe call notes, highlight forthcoming actions, and speed up deals using insights from your phone calls. In addition, it offers Follow-up Notifications that remind representatives of pending email responses.

Salesforce Sales Cloud offers flexible pricing plans with Starter, Professional, Enterprise, and Unlimited subscription plans at $25, $80, $165, and $330 monthly, respectively. While the lower tier plans offer standard lead management features, advanced features like sales forecasts and customized reporting are exclusive to the enterprise and unlimited plans.

Even though Salesforce offers native lead distribution functionality, it offers several dedicated software for sales leads management like Chili Piper, lead Assign, Q-Assign, WorQ, etc, in its app marketplace, where it provides over 3000 integrations with external apps. The reason is that the default lead distribution software is complex and involves creating complicated coded lead assignment rules for every type of lead, which is not great user experience. 

With over 150,000 businesses trusting Salesforce to safeguard their data, it ensures user information remains secure through access management, field audit trail, event monitoring, platform encryption and more robust strategies.

Overall, Salesforce Sales Cloud streamlines your lead tracking, distribution, and nurturing processes, ensuring your conversion rates and sales efficiency continue to rise. However, some features require add-ons and customization that can make your subscription costs add up quickly.

How to pick the right lead routing software?

By diving into the realm of lead distribution software, we've unpacked its transformative features and practical applications across various business landscapes. This knowledge equips you to harness the power of refined lead management techniques. As you look ahead, assess your existing systems and ponder how such software could further drive your business's efficiency and growth. Now's the time to step forth, tap into the potential of top-tier lead distribution software, and reshape your lead conversion journey.


Our Top Pick - Shape


4.8/5 - from 2,000+ reviews

All-in-one software for marketing, sales, customer service, CRM, and operations. Improve communication and maximize your business.

Pease note: All pricing mentioned in this article is based on information available as of 10-01-2024 and sourced from the respective companies' public pricing pages. While we strive for accuracy, we recommend verifying with the specific company for the most up-to-date details.

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