2. 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.

2.1 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	Customer/partner indicator confirmed in SFDC
Not a partner	Excluded from all outreach	GBU partner lists must be current in Salesforce
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

2.2 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.

2.3 Campaign Setup Checklist (Eligibility Gate)

Set Campaign.AI_Outreach__c = TRUE in Salesforce to scope the campaign correctly. All downstream reports and dashboards use this flag.
Run the eligibility report — confirm all Campaign Members have Cold_Lead_Eligible__c = TRUE before export.
Check for hard bounces & opt-outs — exclude leads where overall_hard_bounced__c = TRUE or HasOptedOutOfEmail = TRUE.
Confirm GBU-specific exclusions — some GBUs maintain additional partner or VIP account exclusion lists. Verify with the responsible MARCOM contact.
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)

2.4 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)