Rebuilding inbound lead and account routing in native CRM flows, then migrating it back

The problem

The play

1. 1
   Document the black box before touching it

   First deliverable was not a build. It was a full reverse-engineering of the incumbent router: every routing path and its logic, every round robin and its membership, and exactly where enrichment ran inside the routing flow, written up as a standalone spec that lived outside the vendor. That single document ended up driving both migrations.

2. 2
   Evaluate the alternatives on the record

   Before defaulting to native CRM flows, formally assessed whether the enrichment and GTM data platform already in the stack could reproduce the routing: which of the current routing options existed there, what the pitfalls and limitations were, and specifically what could not be reproduced.

3. 3
   Two routers, not one

   Built a lead router and an account router as separate flows. The lead router matches an inbound lead to an existing account and converts it; the account router assigns ownership.

4. 4
   Launch with a notification spine

   Every record hitting the router copied the client's RevOps alias and the shared delivery inbox, so misroutes surfaced within minutes instead of at the end of a quarter. The incumbent router was disabled and the native routers enabled inside the same cutover window.

5. 5
   The failure modes were matching, not logic

   In production the recurring errors were duplicate and matching problems, not routing decisions: lead conversion failing with a duplicates-detected exception; account-owner updates blocked by a field-level validation rule that only permitted leadership and admins to change ownership (the flow ran as a user without that right).

6. 6
   Treat enrichment as a routing prerequisite

   A batch of a few thousand vertical target accounts pushed into the CRM from the enrichment platform was missing industry classification, full address, website and revenue. Roughly two thousand of them defaulted to a single fallback owner because the router had nothing to route on.

7. 7
   Migrate back without redoing the analysis

   When the vendor subscription was renewed, the same specification was run in reverse. The vendor's production environment was rebuilt from the extracted logic, round robins were recreated once user licenses were provisioned, and the vendor router was activated while the native CRM routers were deprecated.

What it moved

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