With prospects flowing in from various sources, you need a way to prioritize and organize them to help your sales teams focus their time and effort on appropriate leads. By grouping users into territories based on geography, product, industry, etc., you can have leads automatically assigned to them. Auto assignment rules can help spread out the workload for your sales team, build better customer relationships, and improve the efficiency of lead management.

Creating Auto-assignment rules

Auto-assignment rules are specific conditions that need to be satisfied for a contact/ account/deal to be assigned to a user in that territory. 

  • To add a rule, go to Admin Settings > Automation (Under Sales Force Automation) > Auto Assignment Rules, select the required module and click Create Rule.
  • Add a name and description to your rule and choose the module type to which the rule applies. You can choose between one of three – Contacts, Accounts, and Deals.
  • Configure your rules by using module fields as the filter conditions.


  • Enter or select value(s) to satisfy the rule. Say, if you have selected the field ‘Created at’ and the condition ‘is in’, then the value can be 08/20/2020.
  • You can add more than one value, and these values can be set to follow either an AND or an OR condition by switching the toggle. You can remove a value by clicking the Remove icon to the left of the value selected.
  • Choose the Territory to which the rule applies. This auto-populates the users list and you can selectively remove users as needed. Further, select users to whom the records will be assigned in a round-robin. This means, whenever the rule identifies a matching record it will be assigned to the aforementioned users successively.
  • Click SAVE AND ACTIVATE  to make the rule active.
  • Note: You can add any number of rules to a territory. The rules follow an AND/OR condition. A territory is assigned to a record only when the territory rules are matched based on the condition chosen.
  • Prioritizing Rules
    • Rules are executed based on their priority. When a contact matches the criteria for two or more rules, the rule with the highest priority will be assigned.
    • On the Auto-assignment rules list view page you can reorder and re-prioritize rules by assigning a PRIORITY number in the box provided on the left of the rule. The rule with number ‘1’ is the highest in priority followed by the rules with higher values in the sequence. Note: Only active rules can be prioritized.
    • Click Enter after providing a priority number.
    • For example, say there are three rules – USA, Manufacturing Industry, and Michigan – and you would want all your incoming contacts to match with the Michigan rule before being reassigned elsewhere. In such a case, setting priority '1' for Michigan would ensure that all contacts entering Freshworks CRM will first be matched with Michigan before being matched with any other rule.


  • Rules with no conditions
    • You can add rules without conditions. When you don’t add conditions to a rule, all the records are automatically associated with that rule and are assigned to the users in that rule. 
    • If you have multiple rules, the records are run against the conditions of the other rules (based on priority), and if they do not satisfy any of those conditions, then they get associated with the rule with no conditions.

  • Edit, Clone, and Delete Rules
    • To edit any configuration in the rule, click on the three dots icon beside a rule, and click Edit. Once you have edited, click Save and activate. The newly created records will get matched based on the edited rule. You can also find the details regarding the user who has modified the rule and the time of modification in the Auto-assignment rules list view page.
    • To create multiple rules containing similar conditions or the same users, use the clone option to make a few changes on top of an existing rule.
    • If you want to remove a rule permanently from the CRM choose Delete, and on the confirmation message, click Yes.

With Auto assignment rules configured, your sales teams can now manage and prioritize the best leads easily and close deals faster. Now let's move on to the next chapter on how to configure the Products module.