How to Set Up Round-Robin Lead Routing

When new leads come in, you want them landing with the right person, fast. TrustPager doesn’t have a single “round-robin” toggle, but you can build automatic lead distribution using the Assign Deal Owner automation action, combined with triggers and conditions that route each new opportunity to a specific team member.

This article covers two practical approaches: routing by lead source or form submission, and distributing by pipeline stage entry.

How it works

Every automation has a trigger (what fires it), optional conditions (filters that must be true), and a sequence of actions (what happens). The Assign Deal Owner action sets a specific team member as the primary owner of an opportunity. By building one automation per team member, each with a unique condition, you control who gets each lead.

TrustPager does not automatically cycle through a list of users on each incoming lead. The distribution logic is defined by you through conditions: lead source, tag, form origin, time of day, or any CRM field you configure.

Set up your automations

Go to https://app.trustpager.com/auto/automations and create a new automation for each team member in your rotation.

Option 1: Distribute by lead source

This is the most reliable approach. Each automation fires when an opportunity is created, but only if it came from a specific lead source.

1. Create an automation. Name it clearly, e.g. Assign Sarah: Website leads.
2. Set the trigger to Opportunity created.
3. Add a condition: Lead source equals the source you want Sarah to own (e.g. “Website Contact Form”).
4. Add the action Assign Deal Owner and select Sarah.
5. Save and enable.

Repeat for each team member, using a different lead source condition each time. If your leads come through a single source and you want to split them, consider tagging them at point of entry (e.g. via an incoming webhook or form field) with a rotation tag, then filtering on that tag.

Option 2: Distribute by pipeline stage

Use a stage automation if you want assignment to happen when an opportunity enters a specific stage (e.g. “New Lead”).

1. Open your pipeline at https://app.trustpager.com/crm/workflows.
2. Click the stage you want to trigger from, then open its automation settings.
3. Create a stage automation with the trigger Opportunity enters this stage.
4. Add a condition to filter which opportunities this automation applies to, for example a custom field, tag, or lead source.
5. Add the Assign Deal Owner action and choose the team member for this slice of leads.

Build one stage automation per team member. Each one fires independently when an opportunity matches its condition.

Assign a primary owner and co-owners together

The Assign Deal Owner action can set more than one person on the same opportunity in a single step: one primary owner, plus any number of co-owners. This is useful outside round-robin distribution too, for example auto-assigning a primary broker and a support or admin co-owner to every new deal.

In the action's config modal, click team members to select them:

• The first person you click becomes the Primary owner, shown with a Primary badge.
• Everyone else you click is added as a Co-owner. An already-selected co-owner shows a Co-owner · make primary link if you want to promote them to primary instead.

On save, the primary owner is set (this also syncs the opportunity's legacy Assigned To field), and each co-owner is added as a non-primary owner on the deal. Re-running the automation is safe: existing owners are left alone, so there are no duplicate assignments and no accidental ownership swaps if the automation fires again.

Notify the assigned person

Once an opportunity is assigned, follow the Assign Deal Owner action with a Notify Staff action. This sends an in-app or email notification to the newly assigned team member so they can act immediately.

Track assignments

You can see who owns each opportunity from the pipeline board at https://app.trustpager.com/crm/workflows. The assignee avatar appears on each opportunity card. For a full list view filtered by owner, use https://app.trustpager.com/crm/opportunities and filter by assigned user.

Automation run history is available at https://app.trustpager.com/auto/logs. This is useful for confirming that each assignment fired as expected.

Tips for keeping distribution even

• Use consistent lead sources. The more granular and consistent your lead source tagging is, the easier it is to split cleanly across team members.
• Rotate by geography or product line. If you have natural splits in your lead mix, those make excellent condition keys.
• One fallback automation. Add a final automation with no condition (or a catch-all condition) to assign any unmatched opportunity to a default team member or team lead.
• Review the Automation Logs weekly. Check https://app.trustpager.com/auto/logs to make sure each automation is firing at the expected rate. If one team member is getting significantly more leads, adjust your conditions.

What this doesn’t do (yet)

TrustPager does not currently offer automatic turn-based cycling, where each new lead is assigned to the next person in a list regardless of lead attributes. Distribution is always condition-driven. If you need strict turn-taking, you can approximate it by adding a custom field (e.g. “Rotation Tag”) to each incoming lead via a webhook normaliser, then routing on that field, though this requires some configuration at the intake point.