Book a Demo Start Free Trial
Lead Distribution Software

Lead Distribution Software Built to Monetize Every Lead

Capture, validate, route and sell leads to the right buyers in real time. Vertikl automates complex lead distribution workflows while helping you track revenue, buyer outcomes and performance from every lead.

Start Free Trial Book a Demo
14-day free trial. No commitment.
Vertikl lead distribution dashboard showing leads sold, revenue, gross margin, active orders and unsold leads
Definition

What is lead distribution software?

Lead distribution software receives leads from multiple sources, validates them, evaluates each buyer's criteria and automatically routes or sells every lead to the most appropriate buyer. Eligibility, priority, caps, delivery and what happens after a rejection all run as configured rules instead of manual handoffs.

Vertikl is designed for companies managing large or complex lead flows: lead generation companies, affiliates, agencies, brokers and marketplaces that sell leads to more than one buyer and need each lead to reach the right order in real time, with revenue tracked from capture to outcome.

Read the complete lead distribution guide

How a lead moves through Vertikl

  1. Receive From API, webhooks, forms, ad platforms or CSV import.
  2. Validate Phone, email and location checks, duplicates and fraud filtered out.
  3. Match buyers Criteria, caps, schedules and priorities decide which orders are eligible.
  4. Route or sell Exclusive, shared or ping post, with retries when a buyer says no.
  5. Deliver API, webhook, ping post, Google Sheets, email or SMS.
  6. Track outcomes Acceptance, conversion, revenue and margin on every lead.
Vertikl lead detail showing a shared lead accepted by three buyer orders with the shared limit reached
Lead Routing

Route every lead to the right buyer

Vertikl's routing engine matches each incoming lead with the buyer orders that are eligible for it, then decides who receives it first and what happens if that buyer declines. Everything is configured per order, without code.

  • Buyer criteria and filters on verticals, countries and any custom field condition
  • Priority-based routing across all eligible orders
  • Daily and total lead caps per buyer order
  • Schedules that control the days and hours an order can receive leads
  • Campaign- and source-based routing rules
  • Automatic routing, plus a manual queue for the cases operators want to decide
  • Retries when a buyer rejects, aborts or fails a delivery
  • Sequential routing that works through eligible buyers until the lead is sold
  • Exclusive and shared lead distribution in the same account
Explore rule-based routing and resale
Vertikl delivery configuration with ping post, direct post, Google Sheets, email and SMS delivery methods
Ping Post

Sell leads with Ping Post

With ping post, Vertikl first sends selected lead data to the eligible buyers, collects their real-time responses, including a bid when a buyer returns one, and posts the full lead to the buyer selected by your routing rules. Full contact details stay hidden until a buyer has confirmed it wants the lead.

  • Ping post workflows configured per buyer order
  • Buyer eligibility checked before any ping is sent
  • Real-time buyer responses evaluated against your business rules
  • Fallback buyers and retries when a buyer declines or times out
  • Runs alongside direct post, API, webhook, Google Sheets, email and SMS delivery
See ping post and every delivery method Compare ping post with waterfall and shared routing
Distribution Models

Exclusive and shared lead distribution

Most lead sellers run both models at once. Vertikl automates them inside the same workflow: each order is configured as exclusive or shared, and the routing engine applies the right logic to every lead.

One buyer

Exclusive

A lead is sold or assigned to one buyer. Vertikl picks that buyer from the eligible orders using priority, availability and acceptance criteria, so a buyer paying for exclusivity actually gets it.

Exclusive lead distribution
Multiple buyers

Shared / Mutualized

The same eligible lead is distributed to multiple buyers within the shared limit you configure. Vertikl can submit it to several shared buyers at once, or one after another until the target number of accepted sales is reached, without ever sending it twice to the same buyer.

Shared lead distribution

Configure exclusive and shared orders

No Lead Left Behind

A rejection shouldn't mean a lost lead

A buyer at cap, a filter mismatch, a timeout: every rejection is a lead you already paid for. Vertikl treats it as the next routing decision instead of the end of the story.

How unsold lead retries work Guide: recovering rejected leads with fallback routing

  1. Automatic retries

    When a delivery is rejected, aborted or cancelled, the lead is automatically retried against the remaining eligible buyers.

  2. Fallback buyers

    Lower-priority orders act as fallback buyers, so a lead declined by your first choice still reaches a paying buyer.

  3. Sequential routing

    Shared leads move from the best eligible buyer to the next until the target number of accepted sales is reached. Every attempt is logged in the lead's selling timeline.

Buyers & Orders

Manage buyers and orders

Each buyer has its own account, and each order defines exactly which leads it buys, at what price, in what volume and how they are delivered. Onboarding a new buyer is configuration, not engineering.

Buyer configuration

Contact details, commercial relationship, orders, delivery settings and activity in one place.

Buyer-specific criteria

The fields and conditions a lead must satisfy before it can be sent to an order.

Orders

Configurable price, criteria, capacity, schedule and delivery method for every order.

Volumes and caps

Daily and total limits per order, with capacity monitoring before an order starts rejecting.

Priorities

Which orders receive eligible leads first, so your best buyers are always tried first.

Schedules

Days and hours during which an order can receive leads, plus scheduled order opening.

Pricing and revenue tracking

Price per order and revenue by buyer, order, campaign, source and vertical.

API and delivery configuration

Endpoint, payload, authentication, delayed acknowledgement and order testing per buyer.

Explore buyer and order management

Vertikl buyer outcome import report showing converted, duplicate, unreachable, qualified and lost outcomes per shipment
Buyer Outcomes

Track what happens after delivery

Accepted is not converted. Vertikl collects buyer outcomes through a dedicated outcome API, a buyer API pull or a Google Sheets import, and maps each buyer's own status names to one outcome model.

Outcomes you can track
  • Contacted
  • Qualified
  • Converted
  • Lost
  • Invalid
  • Duplicate
  • Unreachable

With outcome data flowing back, teams can see which buyers, sources and campaigns create actual value, and send more volume to the ones that convert instead of optimizing around cost per lead alone.

Explore buyer outcomes and revenue tracking Why accepted does not mean converted
Reporting

Understand revenue and lead performance

A live activity dashboard and operational reports cover every step from acquisition to outcome, so you can see what is happening now and what actually made money.

Vertikl reporting dashboard with leads sold, revenue, gross margin, cost per conversion, campaigns and active orders
  • Accepted deliveries and rejection reasons
  • Sold and unsold leads
  • Buyer performance and buyer quality scoring
  • Source and campaign performance
  • Revenue by lead, order, buyer, campaign, source and vertical
  • Margin, with acquisition cost allocated across resales
  • Buyer outcomes and conversion trends
  • Lead-level history: every routing attempt, sale, rejection and retry
Explore reporting and insights Estimate what your current setup costs you
Integrations

Connect your existing lead sources and buyers

Vertikl is designed to fit into your existing stack rather than force a rebuild. Leads come in through the channels you already use, and buyers receive them in the format their systems expect.

API and webhooks

Receive leads from any platform, landing page or partner feed in real time.

CSV import

Load lead files with column mapping and validation applied at import time.

Web forms and lead forms

Facebook Lead Forms, Typeform and your existing form flows.

Google Sheets

Deliver leads to buyers and import buyer outcomes without an API integration.

Buyer APIs

Direct post, ping post and webhook delivery with reusable authentication profiles.

See all integrations How leads are captured and validated
Use Cases

Who uses Vertikl?

Vertikl is used by teams that sell or distribute leads to more than one buyer and need routing, delivery and revenue tracking to run without manual work.

Lead Generation Companies

Sell the leads you generate to several buyers, with exclusive and shared orders, caps and retries handling the volume automatically.

Affiliate Networks

Centralize partner sources and campaigns, route their leads to the right advertiser orders and trace revenue back to each partner.

Lead Brokers

Buy from multiple sources, resell to multiple buyers, and keep acquisition cost, margin and buyer outcomes on every lead.

Performance Marketing Agencies

Distribute client leads across buyers or sales teams from one account, with per-client rules, delivery and reporting.

Marketplaces

Run ping post and shared distribution across a large buyer base, with eligibility, priority and fallback logic applied to every lead.

Why Vertikl

Why teams choose Vertikl

Increase revenue per lead

Route rejected or unsold leads to additional eligible buyers.

Automate complex routing

Replace manual allocation with configurable distribution workflows.

Control every buyer

Manage criteria, caps, schedules, priorities and delivery logic independently.

Know what converts

Connect buyer outcomes back to sources and campaigns.

Scale without rebuilding your stack

Connect existing lead sources and buyer systems.

Comparison

Lead distribution software vs manual distribution and a basic CRM

Spreadsheets and CRM assignment rules work until there is more than one buyer, more than one price and a rejection to deal with.

CapabilityManual distributionBasic CRMVertikl
Lead routing rulesLimitedLimitedYes
Multiple buyersManualLimitedYes
Buyer-specific criteriaManualLimitedYes
Caps and schedulesManualLimitedYes
Retries and fallback routingNoUsually noYes
Shared lead distributionDifficultUsually noYes
Ping post workflowsNoUsually noYes
Buyer outcome trackingManualPartialYes
Revenue trackingManualPartialYes

Lead distribution software FAQ

Common questions about automated lead distribution, routing and selling leads with Vertikl.

What is lead distribution software?

Lead distribution software receives leads from multiple sources, validates them, checks them against buyer criteria and automatically routes or sells each one to the most appropriate buyer. It replaces manual allocation with rules for eligibility, priority, caps, delivery and retries, and tracks what happens to every lead after delivery.

How does automated lead distribution work?

A lead arrives through an API, a form, a webhook or an import. Vertikl validates it, finds the buyer orders whose criteria, caps and schedules match, ranks them by priority and delivers the lead to the selected buyer in real time. If that buyer rejects it, the lead is automatically retried against the next eligible order.

What is lead routing software?

Lead routing software decides which destination receives each lead based on rules. CRM lead routing usually assigns leads to internal sales reps. Vertikl also routes leads to external buyers and orders, with pricing, caps, exclusive or shared distribution, ping post and fallback logic that CRM routing does not cover.

Can Vertikl distribute the same lead to multiple buyers?

Yes. With shared lead distribution, the same eligible lead can be sent to several buyers within the shared limit you configure, either to all of them at once or one after another until the target number of accepted sales is reached. Duplicate prevention ensures a buyer never receives the same lead twice.

What happens when a buyer rejects a lead?

The lead is not lost. Vertikl automatically retries unsold leads against the remaining eligible buyers when a delivery is rejected, aborted or cancelled, following your order priorities. Every attempt, rejection and retry is recorded in the lead's selling timeline.

Does Vertikl support Ping Post?

Yes. Vertikl runs ping post workflows: a ping with selected lead data checks buyer eligibility and collects real-time responses, then the full lead is posted to the buyer chosen by your routing rules. Ping post runs alongside direct post, API, webhook, Google Sheets, email and SMS delivery.

Can I track buyer conversions and outcomes?

Yes. Buyers report outcomes such as contacted, qualified, converted, lost, invalid, duplicate or unreachable through the buyer outcome API, a buyer API pull or a Google Sheets import. Vertikl maps them to one outcome model and reports conversion and revenue by buyer, source and campaign.

Who is Vertikl built for?

Vertikl is built for teams that sell or distribute leads to more than one buyer: lead generation companies, affiliate networks, lead brokers, performance marketing agencies and marketplaces. It also fits brands and buyers that need filtering, caps and outcome tracking on the leads they purchase.

Can Vertikl integrate with my existing lead sources?

Yes. Leads can come in through the API, webhooks, web and lead forms, Typeform, Facebook Lead Forms or CSV import, and go out through API, webhooks, ping post, Google Sheets, email or SMS. Migration from your current tool is included and handled by the Vertikl team.

How much does Vertikl cost?

Vertikl pricing scales with your monthly lead volume and starts at 300 €/month for up to 2,000 leads. Every tier includes the full platform, with routing, ping post, retries, buyer outcomes and reporting, and every plan starts with a 14-day free trial and no commitment. See the pricing page for every tier, or estimate your plan with the cost calculator.

Ready to automate your lead distribution?

Start routing, selling and tracking your leads with Vertikl.

Book a Demo Start Free Trial

14-day free trial. No commitment.

Keep exploring

Lead distribution resources

Lead Distribution: The Complete Guide Capture, matching, routing, delivery, fallback and outcomes explained. Best Lead Distribution Platforms in 2026 Ten tools compared on routing, pricing and reporting. How to Choose Lead Distribution Software The buyer's checklist: routing models, fallback, delivery, reporting. Lead Routing Strategies Waterfall, round robin, weighted, ping post, exclusive and shared. Fallback Routing and Lead Recovery What a complete retry chain requires. Where Lead Revenue Leaks The five leak points between capture and conversion. Pricing One plan, every feature, priced on monthly lead volume. Cost Calculator What your current distribution process costs each month.
Would you like a personalized
demo of Vertikl? Book a Demo?