Anti-Fragile GTM

Use case library

Route inbound leads by resolved company identity, not email domain

Gmail signups, subsidiary domains, and agency emails break naive routing. Resolve every inbound lead to a canonical company before it hits round-robin.

The problem

Your routing rules key off email domain. Then reality arrives: a VP signs up with Gmail, a subsidiary uses a different domain than the parent account your AE owns, and an agency contact registers on behalf of a client. Round-robin sends all three to the wrong rep, and the CRM now has three orphaned records.

The system

  1. Intercept before routing. New lead webhook fires into a small worker instead of routing directly.
  2. Resolve identity. The worker resolves the person and company: email → person profile → current employer → canonical company ID. Free-mail signups resolve through name + enrichment instead of domain.
  3. Match against the account universe. The canonical ID is checked against your resolved account list (see our 320k-account case study) for existing ownership, territory, and score.
  4. Route with full context. The lead lands with account match, owner, score, and evidence attached. Round-robin only handles genuinely net-new companies.

Results to expect

Mis-routed leads drop to near zero, speed-to-lead improves because reps trust the assignment, and the CRM stops accumulating orphan records with every campaign.

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