“Westhaven renewal reminder: ready to send.”
Registration numbers do not match; ownership and permission conflict.
Queue for a person to confirm identity, accountable owner, and consent.
Proposed architecture. Westhaven, Alder, and the nine-instance landscape are illustrative, not a verified inventory. This map describes possible responsibilities, not a confirmed or deployed integration.
Two records. Same contact. Do not send.
Westhaven is “Property Group” in renewals, owned by Maya Tan, permission yes. It is “Properties Ltd” in client relationships, owned by Imani Gray, permission opted out. Registration numbers do not match.
- No identity match
- Two owners
- Conflicting opt-out
Do not score. Queue for a person. A confirmed opt-out stays a hard stop.
Alder is secondary: its lead journey begins only after a record is eligible to send.
Connected revenue
BRANCH DETAIL
- Friction to validate
- Proposed change
- Measure
Connected Alder scenario
CONTENT FEEDBACK ROUTE
Content should move the lead forward, back to nurture, or out.
The week-by-week loop is for recency and changed engagement. A demo request or opt-out takes effect immediately.
- 01Approved content selected
Industry + need + phase + priority match. The delivery system sends email.
- 02Engagement updates customer context
Views, replies, recency and explicit requests update the customer record.
- 03AI SDR weekly rescore
Reassess intent and engagement. Fit changes only when company facts change.
ROUTE BY EVIDENCE + PRIORITY + PERMISSION
- Advance to BOFU
Clear buying evidence or a demo request. Sales owner reviews the context handover.
- Return to MOFU / TOFU nurture
A lead still in nurture can shift on fresh evidence. An active sales opportunity returns only after its owner approves recycling.
RETURN ARROW: fresh evidence in nurture; owner approval for an active opportunity. - Pause or suppress
Permission lost is a hard stop. Never recycle to marketing without renewed permission.
IMMEDIATE STOP - Won to onboarding
Sales-confirmed win exits acquisition nurture and begins customer onboarding.
↶ Owner-reviewed recycle returns to approved MOFU / TOFU content.
- Time to named owner
- Measure the handoff wait.
- Sends held
- Count blocked or paused sends.
- Duplicates caught
- Track records held before scoring.
ILLUSTRATIVE EXAMPLE · NOT MEASURED RESULTS
How one lead moves over six weeks
A fictional Alder Property Group progression shows score priority changing while phase follows evidence. Demo requests and opt-outs trigger immediate action, not a wait for the next weekly review. Alder has permission for the proposed nurture.
| Week | Illustrative score | Priority | Funnel phase | Evidence and next action |
|---|---|---|---|---|
| W1 | 28 | Low | TOFU | New lead; send a guide. |
| W2 | 52 | Medium | MOFU | Evaluating; offer a comparison. |
| W3 | 78 | High | BOFU | Explicit demo request; respond now and offer a demo. Sales owner accepts handover. |
| W4 | 62 | Medium | MOFU | Recency decay; customer deferred. Owner approves recycling to a case study. |
| W5 | 85 | High | BOFU | Renewed buying intent; share proposal content. |
| W6 | Sales-confirmed won | Closed-won | Exit | Stop acquisition nurture; start customer onboarding. |
Illustrative thresholds: low 0 to 39, medium 40 to 69, high 70 to 100. These custom values need calibration and are not product defaults. Fit stays stable in this example and changes only with new company facts; only intent and engagement receive recency decay. Score sets priority. Evidence sets phase. Permission sets eligibility. An active sales opportunity is never auto-demoted for inactivity; its owner reviews recycling. Opt-outs stop outreach immediately. W6 means a sales-confirmed customer win, not merely conversion of a CRM lead record.
AI may assist with interpreting notes and suggesting relevance. Explicit rules own hard restrictions; people own judgment. Engagement and outcomes return to customer context for weekly reassessment, with relevant next content selected from the approved library.