HubSpot Lead Routing & Enrichment Engine

Inbound leads sat in a shared inbox until someone triaged them by hand — typically the next morning, sometimes Monday. Response time was the company's main competitive weakness, and territory assignment rules lived in one operations manager's head.

A Laravel service consumes HubSpot webhooks, enriches each lead against company data, scores it against configurable rules and assigns an owner by territory and round-robin load balancing — writing the result straight back to HubSpot.

The routing rules are editable in an admin UI, so operations changes territories without engineering. Everything runs through queued jobs with retry, and an audit view shows exactly why any given lead went to any given rep — which turned out to matter more than the routing itself when reps disputed assignments.

Median first response fell from roughly 14 hours to under 10 minutes, and territory rules became documented configuration instead of tribal knowledge.