Lead matching vs lookup owner

This feature is available on the Advanced & Ultimate Tiers. Learn more

The lookup owner, and sticky assignment algorithms already in Distribution Engine will remain unchanged, so for customers already using these there’s no pressure to make any changes, but for some use cases the new lead matching functionality will offer a more powerful solution. See below for a comparison.

Lead matching vs lookup owner

 

Lookup owner

Classifier lead matching

Notes

One time database match

No

Yes

Classifier lead matching is generally much better in terms of performance. It fires once to stamp the record -either in a trigger or as part of the classifier job when the record is created or backfill is run.

Lookup owner checks just before assignment, so it can run many times where a lead is queued but no one is ready to take it.

Fuzzy matching

No

Yes

Classifier lead matching allows for fuzzy matching, domain matching (with personal email domains excluded) so will generally result in better matching results where data is inconsistent.

Lookup owner provides for exact matching only.

Domain matching

Partial

Yes

Classifier lead matching will parse your contacts and accounts to find all the domains used in your org. It can then intelligently match against these, including filtering out personal vs company domains (gmail, yahoo etc)

Lookup owner can do some domain matching if domain has already been extracted into a field. but classifier lead matching is much more powerful and should result in better matches.

Lead - Lead matching

Yes

Yes

 

Lead - Contact matching

Yes

Yes

 

Lead - Account matching

Yes

Yes

 

Other object matching

Yes

No

Lead matching is only provided on the lead object, matching to accounts, contacts and other leads. 

Lookup owner can be included on any object and matched to any other object.

 

How did we do?

Related Owner - Lead Matching

Classifier Lead Matching Setup

Contact