Route HubSpot leads by territory and company size using Make

Prerequisites

Make account (Core plan or higher recommended)
HubSpot connection configured in Make via OAuth
Slack connection configured in Make
Enriched company data in HubSpot (state, country, employee count)

Step 1: Add a Watch Contacts trigger

Create a new scenario. Add a HubSpot CRM -> Watch Contacts module:

Connection: Your HubSpot OAuth connection
Watch: New contacts
Limit: 10
Properties: Select firstname, lastname, email, company, jobtitle, state, country, hubspot_owner_id

Step 2: Get the associated company

Add an HTTP module to fetch the contact's company association:

URL: https://api.hubapi.com/crm/v3/objects/contacts/{{1.id}}/associations/companies
Method: GET
Headers: Use HubSpot connection for auth

Then add a HubSpot CRM -> Get a Company module:

Company ID: {{2.results[1].id}} (first associated company)
Properties: name, numberofemployees, state, country, hubspot_owner_id

Step 3: Check for existing account owner

Add a Router with two routes:

Route 1: Existing account owner (company has hubspot_owner_id)

Filter: hubspot_owner_id is not empty
This route skips territory logic and assigns the contact to the existing company owner

Route 2: New account — apply territory rules

Filter: hubspot_owner_id is empty (or does not exist)

Step 4: Apply territory routing with a Code module

On Route 2, add a JavaScript Code module:

const state = (company.state || contact.state || '').toUpperCase();
const employees = parseInt(company.numberofemployees || '0');
 
const territories = {
  'NY': { ownerId: '111111', slackId: 'U01AAAA', rep: 'Alice' },
  'MA': { ownerId: '111111', slackId: 'U01AAAA', rep: 'Alice' },
  'CT': { ownerId: '111111', slackId: 'U01AAAA', rep: 'Alice' },
  'CA': { ownerId: '222222', slackId: 'U02BBBB', rep: 'Bob' },
  'WA': { ownerId: '222222', slackId: 'U02BBBB', rep: 'Bob' },
  'FL': { ownerId: '333333', slackId: 'U03CCCC', rep: 'Carol' },
  'TX': { ownerId: '333333', slackId: 'U03CCCC', rep: 'Carol' },
};
 
const enterpriseRep = { ownerId: '444444', slackId: 'U04DDDD', rep: 'Dave' };
const defaultRep = { ownerId: '555555', slackId: 'U05EEEE', rep: 'Eve' };
 
let assigned, reason;
if (employees >= 1000) {
  assigned = enterpriseRep;
  reason = `Enterprise (${employees} employees)`;
} else if (territories[state]) {
  assigned = territories[state];
  reason = `Territory: ${state}`;
} else {
  assigned = defaultRep;
  reason = 'Fallback — no territory match';
}
 
return { assigned, reason };

No Code module?

If you're on Make's Free plan (which doesn't include the JavaScript Code module), use a Router with one route per territory. Each route has a filter checking the state value. It's more visual but harder to maintain as territories grow.

Step 5: Update contact owner in HubSpot

Add a HubSpot CRM -> Update a Contact module (on both routes):

Contact ID: {{1.id}}
Contact Owner: The owner ID from either the existing company owner (Route 1) or the territory code output (Route 2)

Step 6: Send a Slack DM

Add a Slack -> Create a Message module:

Channel ID: The Slack user ID of the assigned rep
Text:

🆕 *New Lead Routed to You*
*{{1.firstname}} {{1.lastname}}* at {{company.name}} ({{company.numberofemployees}} employees)
📍 {{state}}
Routing: {{reason}}

Two Slack modules needed

Since the Router creates two branches, you need a Slack module on each branch (or merge them back with an Aggregator before a single Slack module). Most people just duplicate the Slack module on each branch.

Step 7: Schedule and activate

Set the scenario schedule to Immediately
Toggle the scenario to Active

Cost

Free plan: 1,000 credits/month. Each routed lead uses ~5-6 credits. Handles ~170 leads/month on free.
Core plan: $10.59/mo for 10,000 credits. Handles ~1,700 leads/month.