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 record where Cold_Lead__c = TRUE. Eligibility is determined automatically by Salesforce automation based on the criteria below. All conditions must be satisfied simultaneously.

Criteria	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)	Last Activity > 365 days
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, the Lead is ineligible (Cold_Lead__c = FALSE). All exclusions must pass before positive rules are evaluated.

#	Check	If TRUE	If FALSE
1	Lead exists in Salesforce	Proceed to next check	—
2	HasOptedOutOfEmail = TRUE?	→ Exclude (Cold_Lead__c = FALSE)	Continue to step 3
3	OverallHardBounce__c = TRUE?	→ Exclude (Cold_Lead__c = FALSE)	Continue to step 4
4	Lead email domain matches a known Customer contact domain?	→ Exclude (Cold_Lead__c = FALSE)	Continue to step 5
5	Status = 'Unqualified'?	→ Cold_Lead__c = TRUE ✓	Continue to step 6
6	Last_Interaction_Date__c is NULL or older than 365 days?	→ Cold_Lead__c = TRUE ✓	→ NOT a Cold Lead (Cold_Lead__c = FALSE)

1.3 Logic Summary

The following Boolean expression governs Cold Lead eligibility. This logic is implemented in Salesforce automation on the Cold_Lead__c field.

Cold_Lead__c = TRUE when:

NOT HasOptedOutOfEmail

AND NOT OverallHardBounce__c

AND NOT [Customer Domain Match]

-- If 1+ related contacts share a customer domain, this condition is TRUE (excluded)

AND (

Status = 'Unqualified'

OR Last_Interaction_Date__c IS NULL

OR Last_Interaction_Date__c < TODAY - 365

)

ℹ️ Automation

The Cold_Lead__c Boolean field is automatically calculated and updated by Salesforce
automation. MARCOM can filter directly on Cold_Lead__c = TRUE when building campaign
audiences or reports — no manual eligibility checks are required.

The Customer Domain Match exclusion reuses the logic of related Lead contacts.
If a Lead has 1 or more related contacts whose email domain matches a known
Customer contact domain, the Lead is automatically excluded.

1.4 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.
Add Members to the campaign depending on the scope and segmentation of the campaign.
Run the eligibility report — confirm all Campaign Members have Cold_Lead_Eligible__c = TRUE before export.
Confirm GBU-specific exclusions — some GBUs maintain additional 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)

Syensqo IS - Customer Support > Audience and Governance > image-2026-4-15_13-18-21.png

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)