How do you automate deal routing with Attio workflows?

You build it with workflows. Attio's workflow engine lets you trigger on record creation or status changes, run conditions against the record's attributes, and then take an action, like updating the owner field. That's your routing logic, and it means no one has to manually assign deals.

Automated deal routing eliminates manual assignment and scales with your team.

The most common pattern I set up for clients is trigger-on-create routing. When a new deal record is created (or when a record enters a specific stage on the pipeline), a workflow fires. From there, you use condition blocks to decide where it goes. Attio gives you three flavors: filters, if/else, and switch blocks. Switch is the one you want for routing. It lets you branch into multiple paths based on a single attribute, which maps cleanly to territory or segment-based assignment.

For territory routing, you'd use a select attribute on the deal (something like "Region") and a switch block that sends each region down its own path. Each path ends with an "Update record" action that sets the owner to the right rep. Simple, readable, and easy to adjust when territories change.

For deal-size routing, same idea but using a currency attribute. Set up an if/else block: if the deal value is above a threshold, assign to a senior rep. Below it, route to the standard team. You can nest these conditions to create tiered assignment: small deals to SDRs, mid-market to AEs, enterprise to senior AEs.

Round-robin is slightly more manual to implement in Attio compared to purpose-built tools. The practical approach I use is a calculated or formula-based mechanism outside the workflow that tracks assignment counts, then reference that in your routing logic. It's not as clean as a native round-robin block, but it works and keeps assignment balanced.

One thing worth adding to any routing workflow: a Slack notification action after assignment. Attio's Slack integration lets you send a message to a channel or DM when a deal gets routed, so the new owner knows immediately. This removes the lag between assignment and first touch, which is where a lot of deals stall.

The key principle is to keep your routing logic shallow. Two or three conditions max. If you're building a workflow with eight nested branches, that's a sign your deal segmentation needs simplifying, not your automation needs more complexity.