Two ways to route by company
FlowRouter gives you two mechanisms for company-based routing, and they serve different purposes:
- Territories are rule-based. You define conditions like "State equals California" or "Industry equals SaaS", and any lead matching those conditions routes to the territory's assigned rep or pool. Territories are evaluated in priority order — first match wins.
- Named Account Lists are explicit overrides. You add specific companies to a list and assign a dedicated rep or pool. When a lead from one of those companies enters a flow, it bypasses territory rules entirely and routes directly to the list's assignment.
Named accounts always take priority over territories. If a company appears in a named account list and also matches a territory's rules, the named account wins.
Territories
Territories live under Team > Territories. Each territory has a name, a type, a set of rules, and an assignment target (a specific rep or a pool).
Territory types
The territory type controls which HubSpot properties are available when building rules:
| Type | Available fields | Best for |
|---|---|---|
| Geographic | State, Country, City, Zip Code, Timezone | Regional sales teams. "West Coast AEs handle California, Oregon, and Washington." |
| Firmographic | Employee Count, Annual Revenue, Industry, Company Name, Lead Status, Lifecycle Stage | Segment-based routing. "Enterprise team handles companies with 500+ employees." |
| Custom | All of the above, plus Domain | Mixed rules that span both geography and firmographics. "SaaS companies in EMEA with over $10M revenue." |
The type is a convenience — it scopes the field picker so you don't have to scroll through irrelevant options. A Geographic territory with a "State equals Texas" rule behaves identically to a Custom territory with the same rule. Pick the type that best describes what the territory represents.
How rules work
Each territory has one or more rules. All rules must match for the territory to apply (AND logic). Rules use standard operators: equals, not equals, contains, in list, greater than, less than, is empty, is not empty.
Rules evaluate against the HubSpot record's properties at the time of routing. If a contact's state is "California" and your territory rule is "State equals California", it matches.
Priority order
Territories evaluate in priority order (configurable via drag-and-drop). The first territory whose rules all match wins — subsequent territories are not checked. This means you can layer territories from most specific to most general:
- Enterprise APAC — Country in (Japan, Australia, Singapore) AND Employees > 1,000
- APAC — Country in (Japan, Australia, Singapore, India, ...)
- Rest of World — (catch-all with no rules, or a broad condition)
A 500-person company in Tokyo matches territory #2. A 2,000-person company in Tokyo matches territory #1 and stops there.
Assignment
Each territory assigns to either:
- A specific rep — Every lead matching this territory goes to one person.
- A pool — Leads are distributed across pool members via round robin.
Examples
Regional routing by state: Create three Geographic territories — "West Coast" (State in CA, OR, WA → Pool "West AEs"), "Central" (State in TX, IL, CO → Pool "Central AEs"), and "East Coast" (State in NY, MA, FL → Pool "East AEs"). Set priorities so they evaluate in order.
Segment routing by company size: Create two Firmographic territories — "Enterprise" (Employees >= 500 → Pool "Enterprise Team") and "SMB" (Employees < 500 → Pool "SMB Team"). Enterprise is priority 1, SMB is priority 2.
Mixed routing: Create a Custom territory — "Strategic SaaS" (Industry equals SaaS AND Annual Revenue > 10,000,000 AND Country equals United States → specific rep Sarah Kim). This catches high-value US SaaS companies before they fall through to broader geographic territories below it.
Named Account Lists
Named Account Lists live under Team > Named Accounts. They're available on the Scale plan.
Unlike territories, named accounts don't use rules or pattern matching. You explicitly add specific HubSpot companies to a list and assign a routing target. This is for accounts where you know exactly who should own them.
How they work
- Create a list — Give it a name like "Strategic Accounts" or "CEO's Top 20".
- Set the assignment — Choose a specific rep or a pool.
- Add companies — Search your synced HubSpot companies by name or domain and add them to the list.
When a lead enters a flow and hits a Route node, FlowRouter checks if the lead's associated HubSpot company appears in any named account list. If it does, the lead routes directly to that list's assignment — skipping territory evaluation, round robin, and any other routing logic on the Route node.
One list per company
A company can only belong to one named account list. If you try to add a company that's already in another list, FlowRouter will tell you which list it's in. This prevents conflicting assignments — every company has exactly one override destination (or none).
When to use named accounts vs. territories
| Use named accounts when... | Use territories when... |
|---|---|
| You have a short list of specific companies (10-200) that need dedicated owners | You have broad rules that apply to hundreds or thousands of companies |
| The assignment is relationship-based ("Sarah owns Acme because she closed the original deal") | The assignment is rule-based ("anyone in healthcare goes to the healthcare team") |
| You want to override all other routing logic for these companies | You want rules to evaluate in priority order alongside other territories |
| The list changes infrequently (quarterly account planning) | The rules change as territory boundaries shift |
Examples
Strategic account protection: Your top 20 accounts each have a dedicated AE. Create a list called "Strategic Accounts", assign each company to the AE who owns the relationship. Any new contact from those companies — demo requests, support tickets, partner referrals — routes to their AE automatically, regardless of what territory rules say.
Regional override: Your EMEA team handles all of Europe, but three specific companies (SAP, Siemens, BMW) are managed by a senior AE in New York. Create a "Global Strategic - EMEA" list with those three companies assigned to the NY AE. European leads from those companies skip the EMEA pool and go directly to the assigned rep.
New business team: Your SDR team sources outbound into 50 target accounts. Create a "Target Accounts Q2" list assigned to the "Outbound SDR Pool". When inbound leads arrive from those companies, they route to the same SDR team that's running the outbound motion — ensuring a coordinated experience.