How to route an audience to sellers in GTM One

Learn how to split an audience among sellers and give each seller a copy of their own.

Overview

Routing sends each record in an audience to the seller who owns it and builds that seller a copy. The copy is named with the audience name and the seller's initials, so a seller with several routed audiences can tell them apart. You keep the copies in your own list as Created by me, and each seller sees theirs under Shared with me with edit access.

When your organization has the improved seller activation turned on, the wizard works as a step-by-step panel that assigns sellers first and lets you review who got which records before you route. The steps for that version follow the standard ones below.

Before you begin

• You need edit access to the audience. With view-only access the Route to sellers card is disabled.
• Wait until the audience has finished processing. Activate stays unavailable while the records are still loading.
• An audience can be routed once. After that, use the sync control to send newer rows (see How to sync a routed audience to sellers' copies in GTM One).
• A seller's copy cannot be routed again.
• For the CRM choices, your organization needs a connected CRM. Match by CRM account owner shows for company audiences, Match by CRM contact owner for contact audiences and Match by CRM opportunity owner for opportunity audiences.

When your organization has the improved seller activation turned on, the Route to sellers card stays disabled and explains why when you point at it: "This Audience is already routed to sellers.", "This is a seller's copy of a routed Audience, so it can't be routed again.", "Checking whether this Audience is already routed to sellers.", "We couldn't check whether this Audience is already routed to sellers. Reload the page to try again." or "We couldn't load this Audience, so we can't tell whether it can be routed. Reload the page to try again."

Route an audience

1. Open the audience and click Activate in the header.
2. Click Route to sellers.
3. Under Assignment type, choose how records are assigned: Use existing ownership column, Match by CRM account owner, Match by CRM contact owner, Match by CRM opportunity owner, Round robin, Match by email address or Using Assigned Territories, then click Next.
4. If you chose Use existing ownership column, select the column under "Which ownership column do you want to use?". The wizard skips the seller step for this choice.
5. If you chose Using Assigned Territories, choose how to handle multiple assignees ("Assign records evenly" or "Assign all users") and how to handle unassigned records ("Skip records without owners" or "Split ownerless records evenly"). The seller step appears only when you split ownerless records.
6. On the Seller selection step, click Select seller(s) and choose the sellers. For Round robin, records are shared equally between the sellers you pick. For Match by email address, also choose the Email field column. For the other types, any record without an owner is shared equally between the sellers you pick.
7. On Column selection, choose the columns sellers will see in their workspace. ID fields are always included and cannot be removed.
8. On Additional details, type the Audience name sellers will see. Optionally add a Description for sellers (optional), e.g., "Focus on accounts showing intent this quarter".
9. Click Route to sellers. The button reads Route to followed by the number of sellers when you picked sellers.
10. Check for the message "Audience routed to sellers. Their copies are being built." The copies appear for each seller as they are built.

Route an audience with the improved seller activation

The panel shows four steps: Assignment type, Assign & review sellers, Choose columns, and Finalize & activate. The Assign & review sellers step is left out when you use an existing ownership column, or when you use territories and skip records without owners.

1. Open the audience and click Activate in the header.
2. Click Route to sellers.
3. In the Assignment type step, choose how records are assigned, set any options it shows, and click Continue.
4. In the Assign & review sellers step, click Select sellers and choose the sellers. The seller list is marked "Include sellers (required)", or "Include sellers (optional, assigned if no owner exists)" for the CRM owner types.
5. Click Assign sellers. GTM One shows "Assigning sellers..." while it fills in an owner for each row. This can take a few minutes. You can close the panel, and when it finishes, click Continue to activate in the audience's three-dot menu to come back.
6. Review the count, which reads like "12 / 15 accounts assigned", then click Continue. If some rows could not be given an owner, GTM One says "Some rows couldn't be given an owner. They stay unassigned." and asks you to confirm in the "Some accounts are unassigned" dialog. Click Continue to go on, or Cancel to stay.
7. In the Choose columns step, choose the columns sellers will see, then click Continue. ID fields are always included. Owner assignment columns start unticked, because a seller's copy does not need them.
8. In the Finalize & activate step, check the Audience name that GTM One filled in for sellers, change it if you want, and optionally add a Description for sellers (optional).
9. Click Route to sellers.
10. Check for the message "Audience routed to sellers. Their copies are being built."

To go back to an earlier step, click the step's title. Once sellers have been assigned, you cannot go back to the Assignment type step.

After you route an audience, the Audiences page also shows an Activated tab. It lists the audiences you routed, with the sellers each one went to.

What sellers can do

Sellers can add their own columns and hide rows they do not want to see. They cannot add or delete rows, edit the columns you send, or change the import criteria. Those stay with you.

If you later remove a column from the original audience, sellers' copies keep that column and the values already in it.

If you see an error

• "This Audience is already routed to sellers, so it can't be routed again." The audience already has its routing. Close the wizard and use the sync control to send newer rows.
• "This is a seller's copy of a routed Audience, so it can't be routed again." You opened a seller's copy. Open the original audience to change routing.
• "We couldn't check whether this Audience is already routed to sellers. Try again." The app could not confirm the audience's routing. Try again, and reload the page if the message returns.
• "We couldn't load this Audience, so we can't tell whether it can be routed. Reload the page to try again." The audience's records did not load. Reload the page.
• "This column has no routing configuration behind it. Pick another column or choose a different assignment type." The ownership column you picked was not created for routing. Choose another column or another assignment type.
• "Activation failed. Please try again." The routing was not saved. Try again.
• "Sellers couldn't be assigned. Please try again." The Assign sellers step did not finish. Click Try again.
• "We couldn't check whether the owner column was saved before the error. Check again before assigning sellers." Click Check again before you assign sellers.
• "More than one owner column was added, so we couldn't tell which one to fill. Close this and check the Audience's owner columns." Close the panel and check the audience's owner columns.
• "Filling the owner column didn't finish." The sellers were not fully assigned. Click Try again.
• "We couldn't add the owner column because this Audience has no CRM ID column to look up owners by. Contact support to set it up." The audience has no CRM ID column to match owners on. Contact ZoomInfo support.
• "Audience routed, but the seller copies have not started building." The routing was saved, but the copies did not start. Use Sync now in the header to start them. Do not route the audience again.
• "Audience routed. We could not confirm the seller copies have started building." The routing was saved, and the app could not confirm the copies started. Open the sync control in the header, and use Sync now if the audience shows as out of sync.

Resources

• How to sync a routed audience to sellers' copies in GTM One
• How to Share an Audience in GTM One