Anti-Fragile take
Routing logic should be code, not a CRM dropdown. Complex territory rules (geo + segment + account size + existing ownership) break native routing tools quickly.
We build routing as a worker function: input is a resolved identity, output is an owner with reason attached.
Why it matters
Bad routing creates collisions, orphans, and speed-to-lead failures. Good routing is invisible to reps.
How we build it
Webhook interceptor, territory rule engine, ownership conflict resolution, and CRM write with assignment reason.