When a campaign has more than one rep sending on it, Rep Assignment decides which rep reaches each prospect. Instead of splitting prospects evenly by default, you can prioritize continuity — for example, routing a prospect to the rep who already owns that account in your CRM, and only falling back to an even split when there's no better match.
This article explains where to find Rep Assignment, how to choose your assignable reps, and how to set the assignment order.
Where to Find It
Rep Assignment lives inside the campaign builder:
Open your campaign and go to the Setup step.
Expand the Rep Assignments section.
You'll see a short description: "Set the order used to decide which of the campaign's assignable reps reaches each prospect."
Step 1: Choose Your Assignable Reps
Under Assignable reps, select the reps who should send on this campaign.
This matters because assignment only ever runs across the reps you select here. Even if a rule points to a specific person — say, a CRM account owner — that person will only be assigned if they're in your assignable reps list. If they're not, Alta moves on to the next rule.
Step 2: Set the Assignment Order
Under Assignment order, you build a prioritized list of rules. Alta works down the list in order and uses the first rule that produces a valid, assignable rep.
Each rule falls through to the next one if no match is found, or if the matched rep isn't part of your assignable reps.
Rules are numbered (#1, #2, and so on). You can:
Drag a rule to reorder it, or use the up/down arrows.
Add a rule with the + Add button.
Remove a rule with the delete icon.
Available rules
Depending on your connected CRM, you can choose from:
Lead owner on [your CRM] — the rep who owns the lead record.
Rep who is the contact owner on [your CRM] — the rep who owns the contact record.
Rep who is the company owner on [your CRM] — the rep who owns the company/account record.
Rep who already engaged with the company on Alta — the rep who has prior engagement with that company inside Alta.
Take turns across all the campaign's assignable reps — an even, round-robin split. This is pinned as the final fallback so that every prospect always gets assigned to someone.
Note: The CRM-based rules only appear if your connected CRM supports them. If you haven't connected a CRM, you can still use "already engaged on Alta" and round-robin.
How the Fallback Works
Think of the order as a priority chain. For each prospect, Alta checks your rules top to bottom:
Try rule #1. If it returns a rep who's in your assignable reps → assign them. Done.
If not, try rule #2. And so on.
If nothing else matches, the round-robin fallback assigns the prospect to the next rep in rotation.
This lets you preserve relationships where they exist and distribute the rest evenly.
Example
A common setup for a team that wants to protect existing account relationships:
Rep who is the company owner on Salesforce — keep accounts with their existing owner.
Rep who already engaged with the company on Alta — otherwise, keep continuity with whoever last worked the account.
Take turns across all the campaign's assignable reps — for everyone else, split evenly.
The result: known accounts stay with the right rep, and net-new prospects get distributed fairly.
Best Practices
Always confirm your assignable reps first. A rule can only assign a rep who's on that list.
Lead with your most specific rule. Put CRM-ownership rules above round-robin so continuity wins when it can.
Keep round-robin last. It's there to guarantee every prospect gets assigned, so leave it as the final fallback.
Match rules to your CRM setup. If your team manages ownership at the company level, lead with the company-owner rule; if at the contact level, lead with contact owner.
Summary
Rep Assignment gives you control over which rep reaches each prospect on a multi-rep campaign. Choose your assignable reps, then order your assignment rules from most to least specific — CRM ownership or prior Alta engagement first, round-robin as the fallback. Alta uses the first rule that produces a valid rep, so your accounts stay with the right people and the rest are split evenly.