Abstract: An automated lead distribution system for Customer Relation Management (CRM) performs automatic distribution of business leads based upon a set of rules. A comparison is made between parameter data of a business lead and a series of criteria which must be met to satisfy a rule. If the series of criteria of a rule are satisfied, instructions associated with the rule are executed to select at least one partner from a qualifying group to receive the business lead. A distribution algorithm is applied to balance a number of leads assigned to each partner. Automating the lead distribution process decreases the amount of manual intervention and channel support costs involved in determining the “best” partner. The system may also provide support to a manager if manual intervention is required to assign a lead to a partner by proposing a subset of partners determined to be best suited for the work based on particular criteria.