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1. Audience Governance & Brand Guardrails

Jira stories: KLN-8 KLN-26 KLN-24

⚠️ Risk without governance
Without eligibility controls, active customers and partners risk entering the outreach funnel — creating brand damage, compliance exposure, and misalignment with GBU preferences.


1.1 Cold Lead Definition

A Cold Lead is a Salesforce Lead that meets ALL of the following conditions:

Criterion

Rule

SFDC Field / Check

Not a customer

No active commercial relationship

Abscence of Lead Related contacts

Not a partner

Excluded from all outreach

Abscence of Lead Related contacts

No recent engagement

No meaningful touchpoint in agreed window (per GBU)

Cold_Lead_Eligible__c = TRUE

Not hard bounced

Email address must be deliverable

overall_hard_bounced__c = FALSE

Not unsubscribed

Opted in to email — mandatory for GDPR

HasOptedOutOfEmail = FALSE


1.2 Eligibility Decision Tree

Apply each check in order. If any exclusion criterion is TRUE → Lead is ineligible.
Lead in SFDC → Customer / Partner? → Recent engagement? → Bounced / opted out? → ✓ Cold Lead Eligible

ℹ️ Automation
The Cold_Lead_Eligible__c Salesforce formula field automates eligibility calculation. MARCOM can filter on this field when building campaign audiences without running manual checks.


1.3 Campaign Setup Checklist (Eligibility Gate)

  1. Set Campaign.AI_Outreach__c = TRUE in Salesforce to scope the campaign correctly. All downstream reports and dashboards use this flag.
  2. Add Members to the campaign depending on the scope and segmentation of the campaign. 
  3. Run the eligibility report — confirm all Campaign Members have Cold_Lead_Eligible__c = TRUE before export.
  4. Confirm GBU-specific exclusions — some GBUs maintain additional  exclusion lists. Verify with the responsible MARCOM contact.
  5. Export using the approved report — use 'SFDC Campaign Member Export for Clay Import'. This report always includes CampaignMemberId and LeadId as stable mapping keys. (KLN-23)


1.4 AI Identity Guidelines

All AI outreach must clearly identify whether the sender is a real person or a virtual agent. This prevents brand risk, recipient confusion, and escalation gaps. (KLN-8)

Scenario

Rule

Owner

Virtual AI agent as sender

Must be disclosed as AI-generated outreach. No impersonation of named employees.

MARCOM

Real person as sender

Permitted only with explicit approval from that person's manager and GBU lead.

GBU Lead

Escalations & replies

All positive or ambiguous replies must route to a named human owner within agreed SLA.

Sales / MARCOM

GBU misalignment

GBUs may opt out of virtual agent identity. Confirm preference during campaign setup.

MARCOM Ops

Tone & disclaimers

Outreach must not misrepresent the AI's role. Approved templates must be used.

MARCOM


✅ Enrichment field governance
Clay may write back enrichment data (Company Description, Industry) to Salesforce only after Legal/DPO approval is confirmed. Fields company_description__c and Industry are provisioned with least-privilege access. (KLN-24)

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