+1000 from my end. The moment you end up helping bigger Sales teams, this becomes a pain, and you have to build intricate workflows to cater for all the needs.
If it helps, I've set this up by creating a territory list for each reps territory, using custom properties to indicate the territory element I need. Then I use a workflow to automatically assign new contacts and companies to the right rep based on the territory information. All of our forms request the mandatory information to make this work as well (geography, industry zones, etc.). It would be great if HS came up with a native process for this, but there are definitely ways to make this work right now.
Right now, HubSpot doesn’t offer a built-in way to route leads based on sales territories like region, product line, or industry. That means a lot of teams still have to manually assign leads, which slows things down and creates gaps in follow-up. A native territory management feature would make a big difference. It would let users define rules based on geography, product type, company size whatever fits their sales strategy and automatically assign leads, contacts, or accounts to the right rep or team.
This kind of setup wouldn’t just save time, it would also improve speed-to-lead, ensure fair distribution, and help sales reps focus on the right opportunities. Until HubSpot adds something like this, users often rely on custom workflows, property-based logic, or external tools like LeadAngel, Chili Piper, or Zapier to bridge the gap. But having it built into HubSpot would make things a whole lot smoother.
Hope this answer
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