$ man routing

Routing

The logic that determines where a contact goes after qualification. Qualified + Google email → Instantly. Qualified + non-Google email → HeyReach. Not qualified → skip. Needs research → manual review.

Qualification without routing is useless. You know who's a fit — now what? Routing automates the "now what." It connects qualification to action. Instead of "this lead is good," it's "this lead is good AND going to the high-priority Instantly sequence AND getting handed to the AE."

I build routing logic in Clay with formula columns and conditional filters. After company + persona qualification, I run a routing decision prompt that outputs: route (outreach / enrich_company / manual_review / skip), priority (high / medium / low), and next step. High-priority routes sync to HubSpot and Instantly. Medium routes go to standard sequences. Low goes to nurture. Manual_review gets flagged for human check. Routing is the bridge between "data in" and "action out."