Hey — happy to share how lead assignment typically works in Salesforce.
In Salesforce, the core logic is built around Lead Assignment Rules. You define a set of rule entries with conditions (e.g., country, industry, source) and order them by priority. The system applies the first matching rule and assigns the lead to a specific user or queue.
For Round Robin distribution (fair rotation across team members), Salesforce doesn't have it out-of-the-box — you'd need to build it with Apex/Flow or use an AppExchange tool like Plauti Assign or LeadAngel.
One thing we often see: keep the assignment logic as simple as possible. Too many conditions and exceptions make it hard to maintain and debug later.
Are you setting this up for the first time, or troubleshooting an existing setup? Happy to dive deeper.
