Overview
RevSure Lead Orchestration helps teams automatically decide what should happen next when a lead or buying signal enters the system.
Instead of treating every lead the same way, RevSure lets you create different workflow paths based on real-time events, lead attributes, account context, engagement signals, intent data, and any other available RevSure data.
With branching, teams can define conditions such as:
Is this lead a good ICP fit?
Is the title relevant?
Has the account shown high intent?
Is there an open opportunity?
Is the lead from a target account?
Is key data missing?
Should this lead go to sales, nurture, enrichment, or review?
Each branch can trigger its own set of actions, such as creating a lead, enriching the record, sending a Slack alert, updating CRM fields, routing to a rep, enrolling in nurture, or triggering another workflow.
What You Can Do
With RevSure Lead Orchestration, you can:
Create workflows for new and existing leads
Branch workflows based on real-time event conditions
Use any RevSure attributes, dimensions, scores, or signals as conditions
Create new leads when they do not already exist
Enrich leads with additional company, contact, and account context
Use enriched data to decide which path the lead should follow
Route leads to the right team, rep, queue, or system
Trigger different actions for different types of leads
Send alerts to Slack or other connected systems
Update CRM or marketing automation records
Send low-priority leads to nurture or review
How It Works
A lead orchestration workflow is built using nodes inside RevSure Agent Builder.
A simple workflow may look like this:
A lead or event enters RevSure.
RevSure checks whether the lead already exists.
If needed, RevSure creates the lead.
RevSure enriches the lead with additional context.
RevSure evaluates the lead using selected conditions.
The workflow branches based on the matching condition.
Each branch runs its own actions.
Example:
A new website form fill comes in.
RevSure can:
Create or update the lead
Enrich the lead with title, company, industry, and account data
Check ICP fit, title, intent, and engagement
Route high-fit leads to sales
Send medium-fit leads to nurture
Send incomplete leads to enrichment or review
Suppress low-fit leads from sales handoff
Branching Logic
Branching allows a workflow to split into different paths.
Each branch has a condition that determines when it should run.
Example branches:
Branch 1: High-Intent ICP Lead
Condition:
ICP Score is high
Title matches target persona
Account has strong engagement
Actions:
Send Slack alert to the assigned rep
Create CRM task
Update lead status
Generate follow-up context
Branch 2: Existing Opportunity Lead
Condition:
Lead belongs to an account with an open opportunity
Actions:
Notify opportunity owner
Add activity note to CRM
Create follow-up task
Branch 3: Enrichment Needed
Condition:
Job title is missing
Company name is missing
Account match is missing
Actions:
Run enrichment
Update the lead record
Send to review if enrichment fails
Branch 4: Marketing Nurture
Condition:
Lead is relevant but not sales-ready
Actions:
Add to nurture list
Update lifecycle stage
Sync to marketing automation
Default Branch
If no other condition matches, the lead follows the default branch.
The default branch can be used to:
Send the lead to review
Add the lead to a general nurture program
Stop the workflow
Notify Marketing Ops
Using Real-Time Event Conditions
RevSure can trigger workflows based on real-time events.
Examples of real-time events include:
Form submission
Demo request
Pricing page visit
Website activity spike
Content download
Webinar registration or attendance
Account intent increase
Lead created in CRM
Contact updated in CRM
Campaign engagement
Product usage signal
These events can be used to start a workflow and decide which branch the lead should follow.
Example:
If a lead submits a demo request and belongs to a high-fit account, RevSure can immediately route the lead to sales and send a Slack alert.
If the same lead has missing company data, RevSure can first enrich the record before routing it.
Creating and Enriching New Leads
For new leads, RevSure can help create and prepare the record before any routing or branching decision happens.
A new lead workflow can include:
Detect new lead or event
Create lead in CRM or connected system
Match lead to account
Enrich missing fields
Add context and dimensions
Evaluate branch conditions
Execute the right downstream action
This helps teams avoid routing incomplete or low-context leads to sales.
Instead, RevSure can enrich the lead first and then decide the right next action.
Example Workflow: ICP Lead Routing to Slack
A Marketing Ops user wants to route ICP leads to the right rep on Slack.
Workflow:
Trigger: New lead created or form submitted
Create or update lead
Enrich lead with title, company, and account data
Access RevSure lead prioritization data
Branch based on ICP title criteria
Example branches:
Marketing Leader Branch
Condition:
Lead title contains “Marketing”
ICP fit is high
Action:
Send Slack alert to the marketing-focused sales rep
RevOps Leader Branch
Condition:
Lead title contains “Revenue Operations”
ICP fit is high
Action:
Send Slack alert to the RevOps-focused sales rep
Default Branch
Condition:
No ICP title match
Action:
Send to review or nurture
Example Slack alert:
“New ICP lead routed to you. This lead matches the target title criteria, belongs to a high-fit account, and has recent engagement. Recommended next step: follow up with a relevant message based on their role and account context.”
Common Use Cases
1. Inbound Demo Request Routing
Route high-intent demo requests to the right sales rep in real time.
2. ICP Lead Routing
Identify leads with target titles, industries, account fit, and intent, then send them to the correct rep or workflow.
3. Enrichment Before Handoff
Create and enrich new leads before deciding whether they should go to sales, nurture, or review.
4. Existing Opportunity Alerts
Notify opportunity owners when new leads or contacts from their accounts show engagement.
5. Nurture Segmentation
Send leads to different nurture paths based on persona, intent, source, or account stage.
6. Marketing Ops Review
Send leads that do not meet clear conditions to a manual review branch.