Instance: iCare
Scope: 6 configuration changes — Fields, Reports, Users, Logic
Owner: CRM Admin / Marketing Ops

TABLE OF CONTENTS

C-01 · AI Outreach flag

ObjectCampaign
Field labelAI Outreach
API nameclay_ai_outreach__c
Field typeBoolean (checkbox)
Default valueFALSE
Populated byUser — set manually by MARCOM Ops

 When set to TRUE, indicates that this Campaign is being executed via the Clay / Smartlead capability. Used by MARCOM Ops to scope reporting and filter campaigns eligible for the Clay workflow. No automated logic — user-managed only.

Governance Table

Managed byMARCOM Ops (set) · CRM Admin (created)
Write accessMARCOM Ops profile and above
Read accessAll internal users
Integration sourceNone — user-managed only
Data sensitivityLow


C-02 · Cold Lead flag

ObjectLead
Field labelCold Lead
API nameclay_cold_lead__c
Field typeBoolean (checkbox)
Default valueFALSE
Populated byAutomation / scheduled Flow

 Identifies Leads eligible for inclusion in Clay-driven AI outreach campaigns. A Lead is considered cold when it has not engaged recently and passes all exclusion checks. Used to filter the Cold Lead Report and as a prerequisite for Campaign Member inclusion.

Governance Table

Managed byCRM Admin (field) · Automation (value)
Write accessAutomation / Flow only — no manual edits
Read accessMARCOM Ops, Sales, CRM Admin
Integration sourceNone — derived from SFDC field values
Data sensitivityMedium — drives outreach eligibility decisions

Logic 

Exclusion rules — any one of these disqualifies the lead

  • HasOptedOutOfEmail = TRUE → exclude
  • clay_overall_hard_bounce__c = TRUE → exclude
  • Lead has one or more related Contact records → exclude

Positive rules — lead must meet at least one

  • Status = 'Unqualified' → always cold
  • Any other status + Last_Interaction_Date__c is NULL or older than 365 days → cold

C-03 · Last Interaction Date

Purpose

Records the date of the most recent Pardot engagement activity on a Lead. Used by the Cold Lead logic (C-02) to determine whether a Lead has been inactive for 365 or more days. Without this field, recency-based cold lead qualification cannot function.

Field definition

ObjectLead
Field labelLast Interaction Date
API nameLast_Interaction_Date__c
Field typeDate
Default valueBlank
Populated bySalesforce Flow — triggered by Pardot activity sync

Logic

Activity types that update this field

Activity typeSource
Email openPardot engagement sync
Email clickPardot engagement sync
Form submissionPardot engagement sync
Any other Pardot activityPardot engagement sync

How the Flow works

  • Trigger: a Pardot engagement activity is created or synced to the Lead record
  • Condition: activity type is one of the approved types above
  • Action: stamp Last_Interaction_Date__c with today's date
  • Overwrite rule: always overwrite with the most recent date — no set-once logic.

This field is write-once per event, not cumulative. It stores only the date of the most recent qualifying activity — not a count or history of all interactions. Full interaction history remains in the Pardot Engagement History related list on the Lead.

Dependency — Cold Lead logic (C-02)

The Cold Lead flow reads Last_Interaction_Date__c to determine inactivity. If this field is blank, the Lead is treated as having never interacted and will qualify as cold (assuming no other exclusion applies). If this field is populated but older than 365 days, the Lead also qualifies as cold.

If the Flow that populates Last_Interaction_Date__c is inactive or misconfigured, cold lead qualification will be unreliable. CRM Admin must monitor Flow error logs and ensure the Flow is active whenever a Clay campaign is running.


Governance Table

Managed byCRM Admin (field + Flow)
Write accessFlow / automation only — no manual edits by users
Read accessMARCOM Ops, Sales, CRM Admin
Integration sourcePardot engagement sync → Salesforce Flow
Downstream dependenciesclay_cold_lead__c logic (C-02) · Cold Lead Report (C-04)
Data sensitivityLow — date only, no personal data
Flow nameTBC — to be confirmed by CRM Admin on deployment

Logic 

Exclusion rules — any one of these disqualifies the lead

  • HasOptedOutOfEmail = TRUE → exclude
  • clay_overall_hard_bounce__c = TRUE → exclude
  • Lead has one or more related Contact records → exclude

Positive rules — lead must meet at least one

  • Status = 'Unqualified' → always cold
  • Any other status + Last_Interaction_Date__c is NULL or older than 365 days → cold

C-04 · Hard bounce management

Field 1 — Clay External Hard Bounce

ObjectLead
Field labelClay External Hard Bounce
API nameclay_external_hard_bounce__c
Field typeBoolean (checkbox)
Default valueFALSE
Populated byClay connector (writeback)

Field 2 — Overall Hard Bounce

ObjectLead
Field labelOverall Hard Bounce
API nameclay_overall_hard_bounce__c
Field typeFormula (Boolean)
Default valueCalculated
Populated byFormula — read only

Consolidates hard bounce signals from Pardot and Clay/Smartlead into a single unified flag. All downstream exclusion logic references clay_overall_hard_bounce__c only — never the individual source fields.

Governance Table

Managed byCRM Admin
clay_external_hard_bounce__cWritten by Clay connector only — no manual edits
clay_overall_hard_bounce__cFormula field — read only, cannot be written to
Integration sourceClay → Salesforce connector
Downstream dependenciesclay_cold_lead__c exclusion logic (C-02) · Cold Lead Report (C-04)
Data sensitivityMedium — affects deliverability compliance


Logic 

Formula — clay_overall_hard_bounce__c resolves to TRUE if either source is TRUE

  • pi__pardot_hard_bounced__c = TRUE → overall bounce = TRUE
  • clay_external_hard_bounce__c = TRUE → overall bounce = TRUE

Positive rules — lead must meet at least one

  • Status = 'Unqualified' → always cold
  • Any other status + Last_Interaction_Date__c is NULL or older than 365 days → cold

C-05 · New reports

Report specs · Governance

Report 1 — Cold Lead — Eligible for AI Outreach

Report nameCold Lead — Eligible for AI Outreach
ObjectLeads
Primary filterclay_cold_lead__c = TRUE
PurposeUsed by MARCOM Ops to identify Leads eligible for AI outreach before building Campaign Member lists

Report 2 — SFDC Campaign Member Export for Clay Import

Report nameSFDC Campaign Member Export for Clay Import
ObjectCampaign Members
PurposeOnly approved report for exporting Campaign Members to Clay. Must not be modified.

Included Fields

FieldNotes
CampaignMemberIdStable key for writeback matching — required
LeadIdStable key for Lead record matching — required
Full nameLead full name
EmailPrimary email address
CompanyLead company name
DescriptionUsed for enrichment writeback

CampaignMemberId and LeadId are mandatory columns. If either is missing from an export, do not import to Clay — writeback will fail or create mismatched records.

Governance Table

Report ownerCRM Admin
Report accessMARCOM Ops (run) · CRM Admin (edit)
Modification policyThe Campaign Member Export report must not be modified without CRM Admin approval — field changes affect writeback integrity
LocationSalesforce Reports → Clay Integration folder


C-06 · Integration users

Purpose

Dedicated Salesforce integration users for the Clay native connector, scoped per CRM instance. Using dedicated users ensures connector activity is clearly identifiable in audit logs and access can be revoked independently per instance.

Integration users

InstanceUsername UATUsername PRDRole
COREclayintegrationuser@syensqo.com.crm.uat
Clay connector — read/write
iCareclayintegrationuser@syensqo.com.spp.uat
Clay connector — read/write

 Minimum permissions required

ReadLeads, Campaign Members, Campaigns
Writeclay_has_replied__c · clay_reply_classification__c · clay_external_hard_bounce__c · Description (Lead, append only)
No accessOpportunities, Accounts, Contacts, or any object outside integration scope

Governance Table

Report ownerCRM Admin
Report accessMARCOM Ops (run) · CRM Admin (edit)
Modification policyThe Campaign Member Export report must not be modified without CRM Admin approval — field changes affect writeback integrity
LocationSalesforce Reports → Clay Integration folder


C-07 · Campaign Member reply fields

Field 1 — Reply Classification

ObjectCampaign Member
Field labelReply Classification
API nameclay_reply_classification__c
Field typePicklist
Default valueBlank
Populated byClay connector (writeback)


ValueMeaning
PositiveLead expressed genuine interest or requested follow-up
NeutralNon-committal reply — neither positive nor negative
NegativeLead explicitly not interested
Not nowInterested but asked to be contacted later
Wrong personReplied to say they are not the right contact
OOOOut-of-office auto-reply detected
UnsubscribeReplied requesting removal — must trigger unsubscribe process

Field 2 — Has Replied

ObjectCampaign Member
Field labelHas Replied
API nameclay_has_replied__c
Field typeFormula (Boolean)
Default valueFALSE
Populated byFormula — derived from FirstRespondedDate


Logic

Has Replied — formula:

IF(NOT(ISNULL(FirstRespondedDate)), TRUE, FALSE)

Set-once behaviour: Once FirstRespondedDate is populated, clay_has_replied__c becomes TRUE permanently
Do not attempt to clear FirstRespondedDate to reset this field — that corrupts response history

Reply Classification — write logic

Clay classifies each inbound reply in Smartlead and writes the value back via the connector. If a reply is misclassified, MARCOM Ops can correct it manually in Clay and it will sync on the next connector run.

The Unsubscribe classification value must trigger a downstream unsubscribe process. CRM Admin must ensure an automation or flow is in place to handle this value when it is written back.

Governance Table

Managed byClay connector (write) · MARCOM Ops (correction via Clay)
clay_reply_classification__cWritten by Clay connector. MARCOM Ops may correct values in Clay before re-sync
clay_has_replied__cFormula field — read only. Derived from FirstRespondedDate
Integration sourceClay → Salesforce connector
Downstream dependenciesSales Visibility dashboard · Funnel reporting · Unsubscribe automation
Data sensitivityHigh — Unsubscribe value carries compliance obligation
Picklist governanceValues must not be modified without CRM Admin and MARCOM Ops alignment — Clay classification logic depends on these exact values


C-08 · AI Outreach Performance Dashboard

Purpose

A Salesforce dashboard in the iCare providing end-to-end visibility of the AI Outreach programme. Covers executive-level KPIs, funnel progression, pipeline influence, reply breakdown by campaign and region, and list health monitoring. Intended audiences are MARCOM Ops (campaign performance), Sales (pipeline and conversion), and CRM Admin (list health and data quality).

Components

Row 1 — Executive snapshot

TileDefinitionSource
Reply RateReplies ÷ total members in scopeCampaign Member Funnel report
Positive Reply RatePositive replies ÷ total members in scopeCampaign Member Funnel report
Opportunities CreatedCount of distinct opportunities linked to AI Outreach campaigns via Campaign InfluenceInfluenced Opportunity report
Pipeline Influenced (€)Total unweighted amount of influenced opportunitiesInfluenced Opportunity report

Row 2 — Top 5 Opportunities

Horizontal bar chart showing the five largest influenced opportunities sorted by amount, grouped by campaign. Each bar represents one opportunity labelled by account name. Sourced from the Influenced Opportunity report.

Row 3 — Funnel detail

TileDefinitionSource
Members in ScopeTotal count of Campaign Members across all AI Outreach campaignsCampaign Member Funnel report
RespondedCount of members where clay_has_replied__c = TRUECampaign Member Funnel report
Positive RepliesCount of members where clay_reply_classification__c = PositiveCampaign Member Funnel report
Converted LeadsCount of leads linked to AI Outreach campaigns that have been convertedConverted Leads report (separate report type)
Conversion RateConverted Leads ÷ Members in ScopeCalculated

Converted Leads and Members in Scope are sourced from different report types due to a Salesforce platform limitation — converted leads are removed from the Campaign Members report once converted. This is a known limitation documented in the build notes and accepted for Phase 1.

Row 4 — Replies by Campaign and Region

Bar chart grouped by Campaign Name and coloured by Account Region. Shows reply count per campaign broken down by geography. Useful for identifying which campaigns and regions are generating the most engagement. Sourced from the Campaign Member Funnel report.

Row 5 — List Health

TileDefinitionSource
Hard Bounce RateMembers where clay_overall_hard_bounce__c = TRUE ÷ total unconverted leads in scopeCampaigns with Leads report
Unsubscribe RateMembers where HasOptedOutOfEmail = TRUE ÷ total unconverted leads in scopeCampaigns with Leads report

Both list health metrics use the Campaigns with Leads report type, which excludes converted leads from the denominator. This is a known limitation accepted for Phase 1 and documented in the build notes.

Governance Table

Dashboard ownerCRM Admin
Primary audienceMARCOM Ops · Sales · CRM Admin
Edit accessCRM Admin only
View accessMARCOM Ops, Sales
Phase 1 known limitationsConverted leads excluded from Campaign Member report · List health denominator excludes converted leads
Production deployment gateLegal approval confirmed · UAT sign-off by MARCOM Ops and Sales
Build notes referenceLink to build notes page — TBC