Provided herein are systems, methods and computer readable media for assigning leads. An example for method for assigning leads comprises receiving a list of one or more merchants, wherein the one or more merchants comprise a sales value and an indication of an ability to provide a service associated with at least one demanded offer, accessing sales resource data comprising at least one or more sales resources and an associated capacity for contacting one or more merchants, assigning one or more sales resources an assignment probability number, wherein an assignment probability number represents a probability that a sales resource will be randomly assigned a next supply source in an assignment process, adjusting an assignment probability number based on the associated capacity, and assigning at least a portion of the one or more merchants according to at least the assignment probability number of the one or more sales resource and the sales value of the one or more merchants.