Lead routing ensures that a quote request for one service reaches the estimator for that service, that a support question reaches support, and that nothing sits in an unmonitored inbox. Rules can use form answers, location, or other data, and can create records in a CRM at the same time.
Fast follow-up wins business, so routing should also notify promptly, track response times, and escalate leads that are not picked up. Analytics on routed leads shows which pages and campaigns produce real opportunities.