The problem this solves
Every lead program leaks in the same place: the gap between capture and contact. Leads arrive during a busy launch, the rotation hiccups, a campaign ends and its tail of submissions lands while attention has moved on. Ninety days later the CRM holds a stratum of people who raised their hands and were never taken up on it - paid for, interested, and cooling toward room temperature.
The revival motion exists in every playbook and almost no calendar: audit the backlog, separate the never-contacted from the contacted-then-dropped, and reach back with something better than "circling back." Better means referencing what they originally asked about - which requires reading each original submission, which is why the audit dies as a good intention.
This mission runs the audit and writes the reachback. It pulls the quarter's leads, cross-checks contact history, groups the stale by their original interest, and drafts a reactivation touch per lead that picks up their actual thread - staged for review, with the too-cold honestly aged out rather than spammed.
How the mission runs
- Pull the quarter of leads. Ninety days of submissions - the API's full window - with answers and source campaigns, forming the complete population the audit runs against.
- Separate the strata. Cross-checked against CRM activity, leads sort into contacted-and-active, contacted-then-quiet, and never-contacted - with counts that usually surprise, which is the audit's first deliverable.
- Group by original interest. The stale strata cluster by what each lead originally asked about, so revival speaks to threads rather than to a list - the pricing questioners together, the template downloaders together.
- Draft the reachback. Each lead gets a short reactivation draft that references their original submission and offers a reason to re-engage now - new capability, new proof, a direct answer they never got. Addresses re-verified first; ninety days is long in email years.
- Stage with the age-out list. Drafts stage for review grouped by segment, alongside an explicit age-out list - leads too stale or unfit to warrant a touch - so the backlog ends the audit fully dispositioned.
The prompt
This is the exact objective the agent receives. Swap the obvious placeholders for your own domain, segment or channel and run it as-is from the console, Slack, or the API.
What comes back
The lead backlog turned back into motion: the quarter audited into strata with honest counts, reactivation drafts per stale lead that pick up their original thread, addresses re-verified, and a deliberate age-out list - nothing left in the limbo between captured and worked.
Make it yours
- Run monthly after the first backlog clear, when the stale stratum should be thin and the audit becomes a leak detector.
- Route revived responders straight into the speed-to-lead flow, so a reawakened thread gets first-class handling.
- Send the never-contacted count to the ops channel as its own metric - the leak's size is a process KPI worth watching.
Frequently asked questions
Is emailing 90-day-old leads still appropriate?
They submitted your form, and the draft leans on exactly that context - their words, their thread. Re-verification prunes dead addresses, the age-out list prunes bad ideas, and your review gates every send. The motion is a continuation with manners.
Why does the reachback need their original answers?
Because "circling back" announces you forgot them, while "you asked about X - here is what is new on X" proves the opposite. The original submission is the difference between revival and cold outreach to a purchased list.
What lands on the age-out list?
Leads whose addresses no longer verify, whose companies dissolved or never fit, or whose staleness plus low score makes a touch net-negative. Aging out is a decision with reasons, listed for your eyes - the honest alternative to spraying the whole backlog.