After rebuilding the same Pipedrive lead routing logic for client after client, we decided to build it once — properly — as a standalone SaaS product.
The problem
Every Pipedrive team we work with has the same gap. Leads come in, someone has to assign them, and whatever process exists — manual assignment, a Zapier round-robin, a spreadsheet — breaks the moment the team grows or a manager goes on holiday.
The deeper issue is that existing tools treat every deal identically and have no awareness of what's happening in the CRM. They keep a counter and increment it. They don't know which rep closed business with this contact before, which rep has performed best this month, or whether this deal was self-sourced by the rep who created it.
What we built
LeadRouter is a multi-tenant SaaS that connects to Pipedrive via OAuth and webhook, and routes every new deal through five rules in sequence:
- Open deal guard — if the contact already has an open deal, route to the same rep
- Same-day deduplication — multiple enquiries from the same contact on the same day go to the same rep
- Deal continuity — returning customers go back to whoever worked them before
- Self-sourced guard — if a rep created and self-assigned a deal, leave it with them
- Round robin — everything else, equal or weighted by real-time performance data
The performance weighting pulls live data from Pipedrive — won deals, revenue, conversion rate, activity score — and weights the rotation accordingly. Not a static score set manually. Live data, updated on a daily cron.
Technical build
- Stack: Node.js, Express, PostgreSQL, Digital Ocean (Ubuntu 24.04)
- Auth: JWT, Pipedrive OAuth
- Billing: Stripe (£10/rep/month, 14-day trial)
- Email: Resend (welcome email, password reset)
- Frontend: Single-page app served as static HTML
The architecture is fully multi-tenant — every query is scoped by account_id, accounts are completely isolated from each other. A new client registers, connects their Pipedrive account, adds one webhook, and the engine starts routing immediately.
Key features
Teams — accounts can create multiple teams, each with their own rep pool and routing rules. Pipelines are assigned to teams via auto-discovery from the Pipedrive API. Useful for multi-brand setups where different pipelines should go to different sales teams.
Performance weighting — four scoring metrics (revenue, won deals, conversion rate, activity score) with configurable period, rebalance schedule and weighting strength. Configurable per team.
Full audit log — every assignment decision is logged with the rule that fired, the rep assigned, and the outcome. CSV export with date range and outcome filters.
Billing overrides — an admin API allows free or discounted access per account, used for consulting clients and beta users.
Outcome
LeadRouter is live at leadrouter.automated-sales.co with a 14-day free trial. The landing page is at leadrouter.automated-sales.com.
The product solves a problem we encountered on virtually every Pipedrive engagement — and is now available as a self-serve tool for any Pipedrive team.