Campaigns & outreach

Plan the campaign and its audience

Campaigns cover email, events, webinars, paid promotion, outbound work and content. Each has an owner, operating entity, dates, budget and currency. Actual spend retains its source evidence and conversion basis; an estimate stays distinguishable from a confirmed cost.

Segments describe supported account, lead or contact criteria within the user’s access scope. The selected version records the inclusion and exclusion rules used to prepare the audience. A later change to the segment cannot silently alter an already approved campaign’s recipients or commercial purpose.

CampaignMembers links each participating person to exactly one lead or contact. The canonical recipient identity connects aliases created by duplicates, conversion or merge. Membership preserves the original target and segment history while preventing duplicate customer records from becoming repeated recipients of the same campaign action.

Check preferences when the message leaves

Communication restrictions are checked when preparing the audience and immediately before dispatch. An unsubscribe, inactive record or more restrictive preference received while a message is queued must still take effect. A merge, lead conversion or owner change preserves those restrictions.

Permission is evaluated for the actual channel and purpose. Email eligibility does not automatically authorize calling or another channel, and labeling a message as service or billing does not bypass the configured restrictions. Unknown eligibility remains an exception for the responsible team to resolve.

Keep delivery and response evidence separate

MessageDeliveries retains the recipient, channel, purpose and exact message version for email, calls, SMS or other configured actions. Email details retain their sender, subject and recipient snapshot. The chosen provider and each channel require configuration and verification before operating use.

Preparation, queueing, submission, sending and subsequent delivery outcomes remain distinct. An actual provider acceptance-for-delivery or evidenced manual send establishes the sent time. It does not establish that the recipient read the message. Opens, clicks, replies and bounces retain their observation source and timestamps.

The same action identity survives a retry. An uncertain provider response is reconciled before another send is attempted. Repeated callbacks update the original delivery evidence without sending again, creating another member or awarding the same lead-score signal twice.

Carry useful responses into sales

Campaign responses retain their original source and membership when they create or update a lead. Reviewed routing assigns an eligible Sales Rep, who works the enquiry and decides qualification. An event attendance, click or reply supplies context for that conversation without automatically establishing a qualified deal.

Conversion links the resulting account, contact and optional opportunity back to the original enquiry. Sales and marketing can then examine the actual capture, qualification and conversion times in Lead Funnel. My Campaigns gives Marketing Manager the current planned and live work to follow.

Explain attributable results

CampaignAttributions retains the disclosed first-touch, last-touch or fractional model and the source amount, currency, dates and weights used. Pipeline, net bookings and collected net amounts are separate bases. Shares across campaigns cannot exceed the eligible source amount for the same basis.

Campaign ROI compares the chosen attributable result with evidenced campaign cost. Closed snapshots retain their original calculation; corrections preserve the prior result and its reversal history. CRM commercial bookings remain distinct from revenue recognition in the accounting system.