Allocation of Leads/Applications & Opportunities via Automation

Allocation of Leads/Applications & Opportunities via Automation

Overview

Meritto’s Counselor Allocation Automation enables you to automate the assignment of leads, applications, and opportunities to the right counselors based on predefined business logic, lead scoring models, source-based segmentation, and engagement behavior.
By using this feature, institutions can:
  1. Ensure real-time lead assignment, improving response time.
  2. Optimize counselor workload, balancing distribution dynamically.
  3. Prioritize high-intent leads, ensuring experienced counselors handle critical prospects.
  4. Minimize manual intervention, reducing administrative burden.
  5. Enhance conversion tracking, by maintaining a structured handoff between leads, applications, and opportunities.
Automated allocation in Meritto follows a structured execution model:

  1. Trigger - Defines when the counselor allocation should happen. 
  2. Condition - Determines who should be assigned based on allocation rules. Apply rules based on lead score, location, or engagement history.
  3. Action - Executes the allocation of a lead, application, or opportunity to a counselor.
Check details of trigger condition and action in this article: 
Once these steps are defined, the counselor allocation node must be configured.

Understanding the Counselor Allocation Node

  1. Block Name
    1. Each automation step in Meritto is represented as a block. Assigning a clear, descriptive block name ensures clarity in automation workflows.
    2. Example: Naming the block "Verified Lead Assignment" helps differentiate it from other workflows such as application counselor allocation.
    3. A description block name:
    1. Helps in workflow identification and debugging.
    2. Enhances transparency in automation execution.
    3. Makes troubleshooting easier when modifying automation logic.

Types of Allocation in Meritto

Meritto provides multiple allocation methods tailored for different business requirements.
  1. Lead Allocation
    1. Assigns counselors to leads at the initial inquiry stage.
    2. Allocation can be based on traffic source, lead score, geographic region, or predefined counselor availability. This ensures quick engagement with prospective students.
  2. Application Allocation
    1. Assigns counselors when a lead initiates an application.
    2. Allows separate teams to manage leads and applications independently.
    3. Example: A general inquiry counselor might nurture a lead, but a dedicated admission counselor will handle the application.
    4. Note: Please ensure that the assigned counsellor in the allocation logic has access to the application forms. Failing this, the application will remain unassigned.
  3. Lead to Application Allocation
    1. Ensures the same counselor is retained when a lead progresses to the application stage.
    2. Maintains continuity and personalized engagement throughout the admission process.
    3. Example: A lead who was initially assigned to Counselor A will remain with Counselor A upon application submission.
  4. Lead to Opportunity Allocation
    1. Assigns the same counselor to both the lead and corresponding opportunity.
    2. Ideal for executive education, corporate training, and high-ticket enrollments and used primarily in executive education programs or B2B enrollment models.
    3. Example: A corporate lead inquiring about bulk training solutions will be managed by the same relationship manager throughout the engagement.
  5. Application to Lead Allocation
    1. If an applicant starts a new inquiry, the system assigns the same counselor for consistency.
    2. Useful for cross-selling related programs or tracking returning applicants.
    3. Example: If a student has applied for Course A but later inquires about Course B, they are reassigned to their original counselor for cross-selling opportunities.

Allocation Methods in Meritto

Meritto provides multiple allocation methods to enhance counselor distribution and optimize team efficiency.
  1. Override
    1. Replaces the existing counselor with a newly assigned one.
    2. Used when counselor availability changes or reassignment is required.
  2. Add
    1. Adds another counselor without replacing the existing one.
    2. Useful for collaborative lead nurturing strategies where multiple counselors engage with a lead.
  3. Exclude Manual Allocation
    1. Determines whether manual counselor assignments should be overridden by automation. 
      1. Yes - Keeps manually assigned counselors unchanged.
      2. No - Automation overrides manual assignments.
    2. Automations consider manual assignment for leads that have been assigned via quick upload option, or via telephony pop-up notification. (This might exclude application assignment in case of lead to application).
  4. Round-Robin Allocation:
    1. If multiple counselors are selected, the system distributes leads evenly among them.
    2. Prevents counselor overload and ensures fair lead distribution.

Nodes in Counselor Allocation Automation

Nodes define actions and decision-making points in automation. Meritto provides different types of nodes to structure the allocation process.
  1. Conditional Nodes:
    1. If/Else Node: Allocates counselors based on conditions. Example: If Lead Score > 80, assign to Senior Counselor; Else, assign to Junior Counselor.
    2. Wait Node: Adds a delay before assigning a counselor. Example: Wait 24 hours if the lead has not engaged before assignment.
  2. Action Nodes:
    1. Counselor Allocation Node: Assigns a counselor based on predefined rules.
    2. Notify User Node: Sends alerts to the assigned counselor.
    3. Webhook Request Node: Pushes counselor allocation data to external CRM/ERP systems.

Use Case: Automatic Counselor Assignment for Online Leads

Scenario: You want to automatically assign counselors to verified online leads for immediate follow-up.
  1. Automation Configuration:
    1. Trigger: On Lead Creation (as soon as a lead submits an inquiry).
    2. Condition: 
    3. If Lead Status = Verified
    4. If Form Initiated = No
    5. Select "All Criteria" to ensure both conditions are met before allocation.
  2. Action:
    1. Assign an available counselor.
    2. Notify the counselor via email and CRM notification.
    3. Update CRM records to reflect allocation.
  1. Execution Steps:
    1. A new lead enters the system through an online inquiry form.
    2. The system checks lead status to confirm verification.
    3. If all conditions are met, a counselor is automatically assigned.
    4. The assigned counselor receives an instant notification via email and CRM.

Conclusion

Meritto’s Counselor Allocation Automation allows institutions to:
  1. Assign counselors instantly based on predefined business logic.
  2. Ensure structured engagement across the lead-to-application journey.
  3. Improve response time through automated allocation workflows.
  4. Optimize counselor workload with rule-based lead distribution.
  5. Enhance lead nurturing by maintaining engagement consistency.
By leveraging Triggers, Conditions, Nodes, and Actions, institutions can automate the entire counselor assignment process, ensuring structured engagement and higher conversion rates.