Overview
LeadExec is enterprise lead distribution software developed by ClickPoint Software for organizations that generate, buy, sell, and distribute leads.
Advanced lead routing goes beyond assigning the next lead to the next available buyer. LeadExec can evaluate buyer eligibility, pricing, revenue opportunities, geography, service coverage, lead quality, schedules, capacity, and delivery responses to determine where and how each lead should be distributed.
Organizations can combine routing strategies and business rules to support everything from straightforward lead assignment to sophisticated exclusive and shared lead selling, revenue-optimized distribution, Ping/Post bidding, waterfall distribution, concurrent delivery, and high-volume multi-buyer distribution workflows.
For a broader introduction to the platform, see LeadExec Lead Distribution Software Platform Overview.
How Advanced Lead Routing Works
When a lead enters LeadExec, the platform evaluates the lead against qualification and distribution requirements before determining where it should go.
Depending on the workflow, LeadExec can:
Validate and verify lead data and quality.
Determine which buyers meet geographic and service-coverage requirements.
Evaluate buyer schedules, capacity, pricing, and qualification criteria.
Identify eligible distribution opportunities.
Apply the configured sorting, distribution, or revenue strategy.
Ping or deliver to eligible buyers as applicable to the workflow.
Evaluate buyer and delivery responses.
Retry failed deliveries when configured and continue through additional eligible distribution opportunities when appropriate.
This allows multiple routing conditions to work together rather than treating each distribution method as an isolated feature.
Understanding Retry, Fallback, and Waterfall
These concepts are related, but they describe different parts of the distribution process.
Retry occurs when LeadExec attempts delivery to the same destination again following a qualifying delivery failure.
Fallback describes the recovery behavior that occurs when the preferred or initially selected distribution opportunity cannot be completed, and LeadExec proceeds to an alternative eligible opportunity or destination. Fallback describes a distribution behavior; it is not the name of a separate LeadExec routing method or configuration setting.
Waterfall distribution describes the broader sequential process of continuing through eligible distribution opportunities when earlier opportunities cannot be completed.
For example:
Buyer A Delivery Fails → Retry Buyer A → Buyer A Still Fails → Continue to Buyer B → Buyer B Rejects → Continue to Buyer C → Buyer C Accepts
In this example, retrying Buyer A is retry behavior, moving from an unsuccessful opportunity to another eligible buyer is fallback behavior, and progressing through Buyers A, B, and C represents the waterfall distribution process.
Buyer Selection & Distribution Methods
LeadExec provides multiple methods for determining how eligible buyers should be prioritized during distribution.
Price-Based Routing
Price-based routing uses configured buyer pricing to inform the distribution decision, allowing lead sellers to prioritize higher-value eligible opportunities.
Priority Routing
Priority routing gives designated buyers preference over other eligible buyers according to their configured distribution priority.
Weighted Routing
Weighted routing controls the relative distribution of leads among eligible buyers by assigning different weights.
Percentage Distribution
Percentage distribution allocates leads according to configured percentages, allowing organizations to control the share of eligible leads distributed to each buyer.
Round Robin
Round-robin distribution rotates leads among eligible buyers, helping distribute opportunities across a group rather than consistently prioritizing the same buyer.
For applicable sorting methods, secondary distribution logic can also be used to resolve situations where multiple eligible clients have the same primary distribution value or priority.
For configuration details, see Client Settings – Distribution.
Revenue-Optimized Lead Distribution
LeadExec can evaluate different eligible distribution scenarios and determine which opportunity generates the highest revenue.
This is particularly valuable when a lead seller operates both exclusive and shared or semi-exclusive lead programs.
For example, the same qualified lead may have two possible distribution scenarios:
Exclusive Scenario
1 eligible exclusive buyer × $100 = $100 revenue
Semi-Exclusive Scenario
3 eligible buyers × $40 = $120 potential revenue
Rather than automatically choosing the single buyer offering the highest price, LeadExec can evaluate the available distribution scenarios and select the most profitable one.
In this example, LeadExec would choose the three-buyer semi-exclusive scenario because the combined revenue opportunity of $120 exceeds the $100 exclusive sale.
This allows lead sellers to optimize distribution based on the total value of the available buyer opportunity, rather than simply on the price offered by an individual buyer.
Exclusive, Shared & Multi-Buyer Distribution
LeadExec supports different lead-selling models depending on how a lead generation company chooses to monetize its inventory.
Exclusive Lead Distribution
With exclusive distribution, a lead is sold and delivered to a single eligible buyer in accordance with the configured qualification, pricing, and routing requirements.
Shared & Semi-Exclusive Distribution
With shared or semi-exclusive distribution, the same lead can be sold or delivered to multiple eligible buyers in accordance with configured distribution requirements and delivery limits.
LeadExec can evaluate these opportunities as part of the distribution process, allowing organizations to determine whether an exclusive or multi-buyer scenario represents the more profitable distribution opportunity.
Concurrent Delivery
Concurrent delivery allows multiple applicable delivery processes to occur without requiring each delivery attempt to finish before the next begins.
This can support high-volume, multi-buyer workflows in which multiple qualified delivery opportunities must be processed efficiently.
Delivery Groups
LeadExec's Delivery Groups allow organizations to group clients or delivery accounts and apply specific automation before general distribution.
Delivery Groups can use:
Price • Priority • Round Robin • Weighted • Percentage • Geolocation
Because Delivery Groups are evaluated during the distribution process before general client distribution, they can be used to create more specific distribution paths for selected groups of buyers or delivery accounts.
Distribution Lists
Distribution Lists allow LeadExec to route leads based on large sets of criteria, such as ZIP codes, postal codes, and other lead-field values.
This is particularly useful when organizations need to maintain large sets of buyer-specific criteria without building those values individually into the primary distribution configuration.
For example, a Distribution List can be used to match a consumer ZIP code to the appropriate client or destination.
Distribution Lists can also include a Default Client. If the incoming lead does not match an entry in the list, the Default Client provides an alternate destination for the lead.
This Default Client behavior is an example of fallback behavior within LeadExec: when the primary list-based routing path does not produce a match, LeadExec can use the configured alternate destination.
Waterfall Lead Distribution
LeadExec uses waterfall distribution behavior to continue through eligible distribution opportunities when an earlier opportunity cannot be completed.
LeadExec evaluates eligible buyers according to the applicable qualification and distribution criteria and may continue to pursue qualified opportunities as necessary to fulfill the configured delivery objective, including the applicable Maximum Delivery Count.
For example:
Buyer A Rejects → Buyer B Cannot Accept → Buyer C Accepts
Rather than ending distribution after Buyer A is unsuccessful, LeadExec can continue through the remaining eligible opportunities.
Conditions affecting whether a distribution opportunity can be completed may include:
Buyer Rejection • Coverage Requirements • No Sale • Failed Delivery • Timeout
This sequential distribution behavior helps prevent a lead from being lost simply because an earlier buyer opportunity could not be completed.
Waterfall should not be confused with fallback. Fallback describes moving to an alternate eligible opportunity; waterfall describes the sequential distribution process across multiple opportunities.
For additional information about viewing and managing lead distribution activity, see Distribution – How to Use This Screen.
Ping/Post & Real-Time Buyer Bidding
LeadExec supports inbound and outbound Ping/Post lead distribution for lead sellers, aggregators, affiliate networks, and marketplaces.
Ping/Post allows LeadExec to evaluate buyer interest, eligibility, pricing, and availability before sending the complete lead.
The exact sequence depends on the Ping/Post configuration.
In workflows using Sort by Ping, outbound Ping activity occurs as part of buyer evaluation and sorting. Eligible buyers can be Pinged, and their responses or bids can influence the resulting distribution order before the lead is delivered.
A simplified workflow can include:
Qualify Potential Buyers → Ping Applicable Buyers → Receive Responses or Bids → Evaluate Buyer Opportunities → Determine Distribution Order → Post Full Lead
LeadExec can evaluate Ping responses alongside other distribution criteria such as pricing, buyer qualification, geographic coverage, and configured business requirements.
This supports dynamic buyer environments where buyer availability, eligibility, and value can change from one lead to the next.
For a detailed explanation of inbound and outbound Ping/Post, Ping Trees, static and dynamic pricing, buyer bidding, and marketplace workflows, see Ping Post Lead Distribution Explained.
For implementation details, see Setting Up a Ping Post Lead Delivery in LeadExec.
Geographic & Coverage-Based Routing
LeadExec can incorporate geography and buyer service coverage directly into lead qualification and distribution.
Geographic criteria can include:
State • ZIP Code • Radius Around ZIP • Service Territory • Buyer Coverage
For example, a buyer may purchase home-services leads only within specific ZIP codes or within a defined service radius. LeadExec can use those requirements to determine whether the buyer is eligible for a particular lead.
This is useful for organizations distributing leads to:
Local Service Providers • Branches • Dealers • Franchises • Sales Territories • Geographically Constrained Buyers
Geography and coverage do not necessarily determine the final buyer on their own. Instead, they can narrow the pool of eligible buyers before other criteria, such as pricing, schedules, capacity, qualification requirements, and distribution methods, are applied.
If one distribution opportunity cannot be completed due to coverage requirements, LeadExec can continue evaluating other eligible opportunities, as appropriate for the distribution workflow.
For geographic grouping in distribution workflows, see "How to Create Delivery Groups."
For routing against large ZIP codes, postal codes, or other criteria lists, see Client Settings – Distribution Lists.
Lead Quality & Validation-Based Routing
Lead quality can influence what happens to a lead before it reaches a buyer.
LeadExec supports qualification, verification, and validation using lead information and configured criteria such as:
Phone • Email • Address • IP Information • Lead Grading • Other Validation
Requirements
LeadExec can also use integrated third-party data and validation services as part of these workflows.
Based on the resulting quality and verification information, organizations can create workflows that:
Deliver Qualified Leads • Send Leads to Quality Control • Reject Leads That Fail Requirements • Apply Different Distribution Requirements Based on Quality
This allows lead quality and validation to become part of the distribution decision rather than simply a reporting metric.
See Lead Source Settings – Lead Grading for details on lead scoring, validation, grade thresholds, Quality Control, rejection, and grade-based routing actions.
Buyer Qualification & Matching
Not every buyer should be eligible for every lead.
LeadExec can evaluate buyer-specific requirements before including a buyer in the distribution process.
Buyer qualification can incorporate factors such as:
Geography • Coverage • Lead Attributes • Pricing • Schedules • Capacity • Lead Type • Campaign Requirements • Delivery Requirements
Only buyers meeting the applicable requirements continue through the distribution workflow.
This is particularly important for lead generation companies managing large buyer networks where individual buyers have different purchasing criteria, territories, budgets, schedules, capacity, and delivery requirements.
Delivery Responses, Retry & Recovery Behavior
Advanced lead distribution does not necessarily end when LeadExec selects a buyer.
LeadExec can evaluate delivery results to determine what should happen next when a buyer or delivery destination cannot successfully accept a lead.
Conditions can include:
Buyer Rejection • No Coverage • No Sale • Failed Delivery • Timeout
Depending on the failure and configuration, LeadExec may first retry the same delivery destination.
If the distribution opportunity cannot be completed, LeadExec can then continue to another eligible opportunity as part of its fallback and waterfall behavior.
The distinction is:
Retry → Attempt the same destination again
Fallback → Move to an alternative eligible opportunity
Waterfall → Continue sequentially through eligible opportunities
Together, these behaviors help lead generators balance delivery reliability, buyer requirements, delivery speed, and the opportunity to successfully monetize each lead.
For additional information about LeadExec delivery configuration, see Delivery Methods Overview.
Example: Revenue-Optimized Advanced Distribution
Consider a home-services lead generated for a consumer in a specific ZIP code.
1. Validate & Verify the Lead
LeadExec applies the configured verification, quality, and qualification requirements.
2. Determine Buyer Coverage
LeadExec identifies buyers that service the consumer's geographic location.
3. Qualify Buyers
Buyer schedules, capacity, campaign requirements, pricing, and other criteria determine which buyers remain eligible.
4. Evaluate Distribution Opportunities
LeadExec evaluates the available buyer and distribution scenarios.
For example:
Exclusive: 1 buyer × $100 = $100
Semi-Exclusive: 3 buyers × $40 = $120
LeadExec can select the more profitable eligible distribution scenario.
5. Evaluate Real-Time Buyer Demand When Applicable
If Ping/Post and Sort by Ping are part of the workflow, applicable buyers can be Pinged during buyer evaluation. Their responses or bids can influence the resulting distribution order before the lead is fully delivered.
6. Deliver the Lead
LeadExec distributes the complete lead according to the selected exclusive, shared, or multi-buyer distribution strategy.
7. Evaluate Delivery Results
If a delivery attempt fails, LeadExec can apply the configured retry behavior.
If the opportunity cannot be completed due to rejection, coverage, delivery failure, timeout, or another applicable condition, LeadExec can continue to another eligible opportunity as part of the distribution process.
The result is a distribution workflow capable of considering:
Lead Quality • Buyer Eligibility • Geography • Coverage • Pricing • Total Revenue Opportunity • Real-Time Buyer Demand • Delivery Outcomes
Advanced Routing for Lead Generation Companies
Lead generation companies often manage multiple lead sources and buyers with different pricing, geographic coverage, qualification requirements, capacity, purchasing models, and delivery methods.
LeadExec allows these organizations to combine:
Advanced Lead Routing • Revenue Optimization • Buyer Qualification • Exclusive & Shared Lead Selling • Ping/Post Bidding • Waterfall Distribution • Concurrent Delivery • Geographic Routing • Lead Validation • Delivery Recovery
within the same platform.
This supports distribution environments ranging from straightforward buyer assignment to sophisticated, high-volume lead selling, aggregation, and marketplace operations.
Related LeadExec Resources