How do I set up a Monday.com CRM intake form that auto-assigns leads round robin?

The base setup

The form column captures whatever you need on the way in (name, company, source, urgency). Every submission creates an item on an intake group. Add a People column called "Owner" and a Status column called "Assignment Round." Then build one automation per rep that watches the round column and hands them the lead in sequence.

Why not the built-in round-robin

Skip Monday's built-in round-robin recipe. It exists, but it is opaque about who is up next, so when a lead ends up in the wrong inbox you cannot debug it. An explicit rotation column with named steps ("Round 1: Anna," "Round 2: Ben," and so on) gives you a paper trail your ops manager can actually read.

When to graduate to Make

For teams larger than 5, or when you want conditional rules (skip a rep on Fridays, route any lead over 500 employees to the senior AE), move the logic out of Monday and into Make.com. Monday's automation editor gets messy fast. Make gives you branching without the click fatigue.

The quiet failure mode

Monday automations only fire on the trigger event. If you change the status of an existing item, it will not re-assign. Design for create-then-assign-once. Never reset.