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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)

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


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)

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