Memo: Lead reactivation trigger ownership

Date: 2026-04-28 From: Sales To: Growth Status: Open. Active design surface; today the trigger is ad hoc.

Why

Multiple Leads per Person across time is expected behavior per ADR-0003. Reactivation (a closed Lead reopens, or a new Lead spawns for an existing Person) needs a clear trigger so Sales' inbox is not surprised by stale Leads bouncing back, and so Growth's attribution metrics do not double-count work Sales did unilaterally.

Two reactivation paths exist conceptually:

1. Growth-driven reactivation. A re-engagement campaign goes to a Person whose only Lead is closed-not-converted. The Person clicks back through, fills a form, and a new intake.captured fires. Sales sees a fresh Lead. This is just the normal intake flow against an existing Person; the only question is whether Sales reopens the closed Lead or opens a new one.

2. Sales-driven reactivation. An operator manually reopens a closed Lead for a Person who has not done anything new. No fresh intake.captured. The Lead just transitions back to an active stage. This bypasses the funnel entirely.

Today both paths are possible and the rule is "operator decides per case." That rule does not scale, and Growth's attribution metrics misreport when a Sales-driven reopen is conflated with a Growth-driven re-engagement.

What

Recommendation: Growth-driven reactivation always produces a fresh Lead. The closed Lead stays closed. The new Lead carries a reactivated_from: <prior_lead_id> reference for reporting but is otherwise a fresh work item. This keeps the Lead the unit of work and keeps Growth's attribution clean.

Sales-driven reactivation reopens the closed Lead in place. No new Lead. The reopen produces a lead.reactivated event but no intake.captured. Growth's funnel does not credit a touch it did not produce.

The dividing line is the source of the reactivation signal. If Growth touched the human, fresh Lead. If only Sales touched the human, reopen.

Asks

Confirm Growth is comfortable with the rule and with the corresponding metric definitions in the warehouse semantic layer (Growth-driven reactivations count as channel touches; Sales-driven reactivations do not).

If Growth wants finer granularity than "touched the human" (e.g., distinguishing email re-engagement from paid re-engagement), surface it now so Sales encodes the right level of detail in reactivated_from.

References

• ADR-0003 (Person canonical entity, multiple Leads per Person)
• ADR-0005 (event envelope)
• coordination/domains/sales.md
• coordination/domains/growth.md