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Process Runbook / SOP
Lead Capture & Routing
[YourCompany.com] · Sales Department · Prepared by FullSpec · [Today's Date]
This runbook is your day-to-day operating guide for the Lead Capture and Routing automation. It tells you exactly what the system does on its own, what your team is responsible for, how to handle exceptions when something does not go to plan, and who to call when you need help. FullSpec has built, tested, and handed over the automation end to end. Your team's role is limited to reviewing Low Priority leads and keeping routing rules current as your team changes.
01Process overview
The Lead Capture and Routing automation fires the moment a new inbound lead arrives from any connected source, whether that is a Typeform submission, a Gmail inbound alias, or an ad platform webhook. Two agents then work in sequence: the first deduplicates, enriches, scores, and tags the lead; the second routes the contact to the correct rep in HubSpot, creates a follow-up task, sends a Slack alert to the rep, fires a personalised acknowledgement email to the prospect, and logs the lead in Google Sheets for manager reporting. The entire sequence completes in under two minutes. One human step remains: your Sales Coordinator reviews any lead tagged Low Priority before it is actioned, ensuring strategic routing decisions stay with your team.
Process name
Lead Capture and Routing
Trigger
A new lead arrives via Typeform form submission, Gmail inbound alias, or ad platform webhook
Final output
An assigned HubSpot contact with a follow-up task, a Slack notification to the rep, a prospect acknowledgement email, and a row appended to the Google Sheets log
Agents running
Lead Scoring and Enrichment Agent; Lead Routing and Notification Agent
Tools involved
HubSpot, Typeform, Gmail, Slack, Google Sheets
Weekly volume
Approximately 90 leads per month (roughly 22 per week)
Human checkpoint
Sales Coordinator reviews and actions Low Priority leads only
Process owner
Sales Manager (Jordan Reeves)
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02Step-by-step: what happens and who acts
What you actually need to do: There is one human step in this process. When a lead is scored Low Priority, the automation holds it and sends a Slack alert to the Sales Coordinator. The coordinator must open the HubSpot record, review the lead, and either confirm the routing suggestion or reassign it manually. Everything else in the list below runs automatically with no action needed from your team.
Step
What happens
Who acts
Type
1
A new lead submission or inbound event is detected across all connected sources, including Typeform, the Gmail inbound alias, and any configured ad platform webhooks. The automation platform fires instantly and passes the raw lead data to the Lead Scoring and Enrichment Agent.
Automation
Automated
2
The Lead Scoring and Enrichment Agent searches HubSpot by email address and phone number to check whether this prospect already exists as a contact. If a match is found, the existing record is updated rather than a duplicate being created.
Automation
Automated
3
The same agent applies the configured scoring rubric, assigning a numeric score based on company size, service interest, lead source, and key form answers. The lead is then tagged as Hot, Warm, or Low Priority.
Automation
Automated
4
All lead fields are written directly into HubSpot. The lifecycle stage is set, the lead score is attached, and the source channel is stamped on the contact record. No manual data entry is required.
Automation
Automated
5
If the lead is scored Low Priority, the automation pauses routing and sends a Slack alert to the Sales Coordinator with the lead details and a link to the HubSpot record. The coordinator reviews the lead and confirms or changes the routing before the process continues.
Sales Coordinator
Human
6
For Hot and Warm leads (and for Low Priority leads after coordinator confirmation), the Lead Routing and Notification Agent reads the current rep workload and territory configuration in HubSpot, selects the correct rep, assigns the contact, and creates a prioritised follow-up task with a due date matching the lead's priority tier.
Automation
Automated
7
A formatted Slack message is sent to the assigned rep. The message includes the prospect's name, lead score, source channel, key answers from the form, and a direct link to the HubSpot contact record so the rep has full context before making contact.
Automation
Automated
8
A personalised acknowledgement email is sent to the prospect from the connected Gmail account within two minutes of the lead arriving. The email confirms receipt and sets expectations for next steps. No coordinator action is needed.
Automation
Automated
9
A summary row is appended to the shared Google Sheets lead tracking log, keeping the sales manager's reporting view current without any manual input from the coordinator or the rep.
Automation
Automated
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03Handling exceptions
Situation
What the system does
What you do
A required field is missing from the lead submission (for example, no email address or no company name)
The Lead Scoring and Enrichment Agent flags the incomplete record and pauses processing. A Slack alert is sent to the Sales Coordinator with the available lead details and a note listing which fields are missing.
Open the HubSpot record linked in the Slack alert. Add the missing information manually if you can source it (for example, from the prospect's email signature or LinkedIn). If the data cannot be found, mark the contact as Incomplete and close the task. The rep does not receive this lead until the record is complete.
A duplicate lead is detected and the existing record has a different rep already assigned
The agent identifies the match by email or phone, merges any new information into the existing record, and does not create a second contact. The original assigned rep remains unchanged. The routing agent skips reassignment and sends a Slack alert to that rep noting the new submission.
No action is required unless you want to escalate the contact or change the assigned rep. If a reassignment is needed, update the contact owner in HubSpot directly. The Google Sheets log still receives a row for reporting purposes.
The lead is tagged Low Priority and the Sales Coordinator does not act within the defined review window (four business hours)
The automation sends a second Slack reminder to the coordinator. If no action is taken after a further two hours, a Slack alert is escalated to the Sales Manager with the lead details and a note that the review window has passed.
Action the lead as soon as you receive either the reminder or the escalation. If you are unavailable for an extended period, ask the Sales Manager to cover the Low Priority review queue temporarily. Contact FullSpec support if the escalation alert is not arriving as expected.
The territory or rep assignment cannot be resolved because no rep matches the routing rules for this lead
The routing agent cannot assign the contact and flags the lead as Unrouted in HubSpot. A Slack alert is sent to the Sales Manager with the lead details and an explanation that no routing rule matched.
Manually assign the contact to a rep in HubSpot. Then review the routing rule configuration with the Sales Manager to determine whether a new rule is needed. Contact FullSpec at support@gofullspec.com to update the routing rule set so future similar leads are handled automatically.
The acknowledgement email fails to send because the Gmail connection is disrupted
The automation platform retries the Gmail send step up to three times over fifteen minutes. If all retries fail, the remaining steps (Slack notification and Google Sheets log) still complete. A Slack alert is sent to the Sales Coordinator noting that the acknowledgement email was not delivered.
Send the acknowledgement email manually from the shared Gmail inbox using the standard template. Check the Gmail connection status in the automation platform dashboard. If the connection remains broken, contact FullSpec support so the integration can be restored.
A connected tool (HubSpot, Typeform, Slack, or Google Sheets) is unavailable due to an outage
The automation platform detects the failed connection and pauses the affected workflow. It retries the failing step automatically at five-minute intervals for up to one hour. Steps that do not depend on the unavailable tool continue to run where possible. A Slack alert (or email if Slack itself is unavailable) is sent to the process owner.
Check the status page of the affected tool to confirm the outage. Do not attempt to run the manual process in parallel unless the outage is confirmed to exceed two hours, as duplicate records can result. If you need to process urgent High Priority leads manually during an outage, contact FullSpec at support@gofullspec.com for guidance before proceeding.
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04Who to contact and when
Fill in the rows marked with placeholders once your team is confirmed. Keep this table updated whenever roles change. The FullSpec rows are fixed and ready to use from day one.
Role
Name
How to reach them
Sales Coordinator (Low Priority lead review, day-to-day exception handling)
Priya Nair
[Rep email]
Sales Manager (routing rule decisions, escalation approvals, volume reviews)
Jordan Reeves
[Rep email]
Process owner (overall accountability for this automation and SOP)
[Your name]
[Your email]
FullSpec builder (automation configuration changes, routing rule updates, integration fixes)
FullSpec team
support@gofullspec.com
FullSpec support (general questions, outage assistance, onboarding a new rep or lead source)
FullSpec support
support@gofullspec.com
If you are ever unsure whether an issue requires your team to act or FullSpec to intervene, email support@gofullspec.com first. The FullSpec team will triage the issue and tell you exactly what, if anything, your team needs to do.
05Ongoing maintenance
Whenever a new lead source is added (for example, a new form, a new ad campaign, or a new email alias)
Contact FullSpec at support@gofullspec.com before connecting the new source. FullSpec will map the new field names to HubSpot, confirm the webhook or API connection, and update the scoring rubric if the new source captures different data. Do not connect a new source directly without this step, as unmapped fields will cause incomplete records.
Process owner to initiate; FullSpec to configure
Whenever the acknowledgement email template or Slack notification format needs updating
Send the revised copy or format to FullSpec at support@gofullspec.com. FullSpec will update the template in the automation platform and confirm when the change is live. Do not edit the template directly in Gmail as the automation sends from a configured connection, not a standard draft.
Sales Manager to approve copy; FullSpec to update
Monthly spot-check (first working day of each month)
Open the Google Sheets lead log and review the previous month's entries. Confirm that every row has a rep assigned, a source recorded, and a lead score populated. Flag any blank rows to FullSpec so the root cause can be identified. This check takes less than fifteen minutes.
Sales Coordinator
Monthly error-log review (first working day of each month)
Review any Slack alerts tagged as exceptions or failures from the previous month. Note any pattern (for example, a recurring missing field from a specific source or repeated Gmail retry failures). Share a summary with FullSpec so recurring issues can be resolved at the configuration level rather than handled manually each time.
Sales Manager; FullSpec to action any fixes
Whenever a rep joins, leaves, or changes territory
Notify FullSpec at support@gofullspec.com before the change takes effect. FullSpec will update the routing rule configuration in the automation platform so new leads are directed correctly from day one. If a rep leaves and their open leads have not been reassigned, the Sales Manager should manually reassign those HubSpot contacts before the routing update goes live.
Sales Manager to notify; FullSpec to update routing rules
Quarterly volume review (every three months)
Compare the actual lead volume processed in the quarter against the baseline of approximately 90 leads per month. If volume has grown by more than 30 percent, review whether the current scoring thresholds and rep workload caps still reflect your team's capacity. Contact FullSpec if the routing logic needs to be rebalanced or if a new rep needs to be added to the routing pool.
Sales Manager; FullSpec to adjust if needed
The single most common maintenance issue for this process is an outdated routing rule after a rep change. When a rep leaves or territory boundaries shift and FullSpec is not notified in advance, the routing agent either assigns leads to an inactive rep or flags them as Unrouted. This creates a backlog that requires manual cleanup. Always contact FullSpec at support@gofullspec.com before any rep or territory change takes effect.
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