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Overview & Context
AI Outreach is a Q1/Q2 2026 initiative to modernise how SYENSQO's Marketing and Communication teams identify, enrich, and engage cold leads at scale. It combines Clay's enrichment capabilities with Salesforce CRM workflows and Smartlead for email sending — : all governed by a light Agile delivery model.
💡 Why now? |
1.1 Strategic Goals
- Expand cold lead reach — target leads that have gone cold using AI-enriched signals and structured eligibility rules.
- Eliminate manual data transfers — replace CSV exports/imports with a native Clay ↔ Salesforce connector.
- Real-time Sales visibility — surface outreach volume, reply outcomes, and positive responses in Salesforce dashboards.
- Governance & brand safety — define who can be targeted, how AI agents are identified, and how escalations are handled.
1.2 Epics Overview
Epic | Priority | Goal | Key Deliverables |
|---|---|---|---|
🛡️ Audience Governance | P1 | Target only eligible cold leads; govern AI identity | Eligibility decision tree, campaign checklist, AI identity guidelines |
✅ Deliverability & Data Trust | P1 | Sync Clay & Salesforce reliably via native connector | Connector configured, field mappings, sync runbook |
📊 Sales Visibility | P1/2 | Real-time outreach performance & follow-up visibility | SFDC dashboards: volume, replies, positives, SLA |
🧩 Salesforce Data Model | P2 | Structured, GDPR-safe field set for AI & enrichment | MVP field set, naming conventions, DPO review |
🚀 Scale Readiness | P2 | Infrastructure & data quality to scale 5k → 50k emails | Sending blueprint, normalization rules, sanity checks |
✨ Assisted Operations | P2 | AI-assisted draft replies (human-in-control) | Ownership model, pilot plan, draft reply guardrails |
1.3 Sprint Schedule
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Sprint
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Dates
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Status
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Focus
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Sprint 0
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Feb 2–15
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✅ Done
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Refinement & Jira setup
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Sprint 1
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Feb 9–23
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✅ Done
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Governance foundations
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Sprint 2
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Feb 23–Mar 9
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✅ Done
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Clay ↔ SFDC connector
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Sprint 3
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Mar 9–23
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🔄 In Progress
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Dashboard build (MVP)
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Sprint 4
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Mar 23–Apr 6
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⏳ Upcoming
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Scale readiness
This Wiki page explains how an AI Lead Outreach campaign works from campaign setup in Salesforce through data preparation in Clay, outbound execution, reply handling, Salesforce write-back, and follow-up. It is written for Marcom, CRM, Sales, and agency support, with enough detail to guide execution without becoming overly technical.
Strategic Goals
The campaign process has four business goals: select the right audience, send relevant and controlled outreach, capture response signals quickly, and write the outcomes back into Salesforce so teams can act and report on them.
Goal | What good looks like | Main owner | Main system |
Target the right audience | Cold or relevant leads are selected and wrong contacts are excluded early. | MARCOM/GBU MARKETING | Salesforce |
Prepare campaign-ready data | Records are cleaned, enriched, segmented, and approved before sending. | MARCOM/GBU MARKETING | Clay |
Run controlled outreach | Messages are launched in waves with deliverability checks and stop rules. | MARCOM/GBU MARKETING | Smartlead |
Close the loop | Replies, bounces, and unsubscribes are routed back to Salesforce and followed up. | SALES | Salesforce |
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Sprint 5
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Apr 6–20
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⏳ Upcoming
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