Defining Exactly When an Account Enters a Commercial Play
Specific inclusion, exclusion, threshold, suppression, expiration, and re-entry criteria for each commercial play.
The campaign-entry rules give marketing, sales, revenue operations, and customer teams one shared system for deciding which accounts enter each motion, which must be suppressed, when membership expires, and what must change before re-entry.
The Fairway Play Eligibility Model™
Determine whether an account should enter, remain in, exit, or re-enter a commercial play.
Confirm Account Fit
Validate ICP status, segment, tier, geography, operating model, and ownership.
Validate the Signal
Confirm that the trigger or behavior is relevant, current, and reliable.
Apply Play Thresholds
Evaluate the required intent state, confidence level, role evidence, and readiness.
Apply Suppressions
Remove accounts with active conflicts, restricted states, or inappropriate conditions.
Assign Entry & Expiration
Record the play, effective date, owner, and explicit expiration condition.
Progress, Exit, or Re-enter
Move the account based on response, inactivity, or changed conditions.
Why Campaign-Entry Rules Matter
Without explicit entry rules, campaign eligibility changes by platform, operator, or reporting period. Accounts may enter too early, remain active too long, receive conflicting outreach, or return without any meaningful change in conditions.
Common Symptoms Solved
- × Every relevant signal automatically creates campaign entry
- × Different platforms use different audience filters
- × Existing customers receive acquisition messaging
- × Accounts remain in trigger campaigns after the event is stale
- × The same contact enters several overlapping sequences
- × Re-entry occurs because time passed, not because conditions changed
Strategic Decisions Enabled
- ✓ Which accounts qualify for each specific commercial play
- ✓ Which minimum fit, tier, and confidence standards apply
- ✓ Which conditions prevent entry even when a signal is strong
- ✓ How long an account remains eligible before expiration
- ✓ Which material changes allow an account to re-enter
- ✓ What stops an active campaign and routes the account elsewhere
What Is Included
Play Definitions
Governed description of objective, target account, message, and outcome.
Inclusion Criteria
Fit, segment, tier, signal, and role conditions required for entry.
Threshold Rules
Minimum levels of confidence, readiness, and engagement required.
Suppression Logic
Temporary conditions that pause activation despite valid eligibility.
Expiration & Exit
Standards determining when the account leaves the play.
Re-entry Criteria
Material changes required before an account may return to a play.
View the Sample Campaign-Entry Rules
Explore the representative pages that turn AeroGrid’s account fit, triggers, intent states, and confidence scores into precise eligibility, suppression, expiration, and re-entry decisions.
- Page 01 Campaign-Entry Summary
- Page 02 Commercial Play Library
- Page 03 Universal Acct Eligibility
- Page 04 Universal Suppressions
- Page 05 Play 1: Leadership Change
- Page 06 Play 2: Modernization
- Page 07 Play 3: Margin/Cost
- Page 08 Play 4: Emerging Intent
- Page 09 Play 5: Formal Eval
- Page 10 Plays 6 & 7: Risk/Expand
- Page 11 Threshold Matrix
- Page 12 Expiration & Exit Model
- Page 13 Re-entry Framework
- Page 14 Example Decisions
- Page 15 Data Requirements
- Page 16 Governance
AeroGrid Campaign-Entry Rules
Play-specific inclusion, exclusion, threshold, suppression, expiration, and re-entry standards.
Campaign-Entry Summary
The Eligibility System in One View
Commercial Play Library
The Motions Governed by Entry Rules
Establish relevance with a new accountable exec. (Tier 1/2 ICPs)
Connect portfolio growth/infrastructure change to baseline verification. (Strat/Core ICPs)
Connect operating pressure to avoidable energy cost. (Priority/Core ICPs)
Develop accounts showing credible but incomplete active consideration. (Tier 1-3 Eligible)
Coordinate sales/technical response during active evaluation. (High/Confirmed Confidence)
Protect renewal or identify healthy customers with portfolio potential. (Current Customers)
Universal Account Eligibility
The Base Rules Applied Before Any Play
| Criterion | Pass | Conditional | Fail |
|---|---|---|---|
| ICP Status | Priority or Core ICP | Adjacent/Research with approved rationale | Confirmed Non-ICP |
| Account Tier | Tier 1 or Tier 2 | Tier 3 when play supports scaled treatment | Research (lacking data) |
| Operating Control | Corporate control over portfolio | Mixed model with viable corporate scope | No centralized control |
| Geography | Approved market/geo | Approved test market | Unsupported market |
| Ownership | Named owner or governed route | Queue ownership available | Unresolved conflict |
Universal Suppression Framework
Temporary Conditions That Block Activation
- Current Customer: Suppress from acquisition plays (Route to expansion/advocacy).
- Active Opportunity: Suppress automated prospecting. Require owner-approved air cover.
- Open Sales Convo: Suppress parallel automated outreach.
- Recent Closed-Lost: Cooling period + reason-specific nurture.
- Active Customer Risk: Suppress expansion/advocacy plays.
- Ownership Conflict: Suppress until RevOps resolution.
- Opted Out: Restrict communication channels as required.
- Invalid/Unverified: Suppress outbound email & automation.
- Recent Active Convo: Suppress duplicate automated outreach.
- Over-Contacted: Wait until cooling period expires.
- Former Employee: Update employment status.
- Irrelevant Role: Suppress from role-specific plays.
Leadership Change & Modernization Plays
Example Plays 1 and 2
Inclusion: Priority/Core ICP, Tier 1/2, verified new relevant leader within last 120 days, no suppressions.
Thresholds: High signal confidence, Probable role confidence.
Entry Action: Create exec-research task, assign owner, select POV messaging.
Expiration: 120 days after start date OR upon direct engagement/progression.
Inclusion: Priority/Core ICP, verified store expansion/remodel/systems upgrade within active window, relevant role known.
Exclusions: Event affects negligible portion of portfolio, unrelated to operating performance.
Entry Action: Create modernization account brief, map stakeholders, deploy assessment offer.
Expiration: Completion of active program window or 180 days without continued relevance.
Margin Pressure & Emerging Intent Plays
Example Plays 3 and 4
Inclusion: Priority/Core ICP, verified margin/cost initiative OR material regional energy-price increase within planning cycle.
Conditional: Broad market energy-price increase → Nurture until account-specific exposure is validated.
Entry Action: Select finance & ops messaging appropriate to trigger source.
Expiration: End of active cost initiative, planning cycle, or 90 days without corroboration.
Inclusion Paths:
1. Multi-Role (2+ roles engaged within 30 days)
2. Progression (Problem → Solution content with high identity confidence)
3. Corroboration (Verified trigger + 1 behavioral signal)
4. External Intent (Sustained 3rd-party surge + strong fit + 1 corroborating signal)
Thresholds: Core ICP, Tier 3 minimum, Moderate confidence w/ corroboration (or High without).
Entry Action: Assign account research, identify missing roles, launch role-specific outreach.
Formal Eval & Customer Plays
Example Plays 5, 6, and 7
Inclusion: Pricing/proposal/tech evaluation activity, known stakeholder or buyer-confirmed context, High/Confirmed confidence.
Entry Action: Route to AE with signal evidence, missing qual gaps, and specialist support recommendation.
Inclusion: Current customer, adoption decline or sponsor departure, High confidence.
Action: Assign risk owner, define recovery outcome, coordinate CS/Exec action.
Inclusion: Healthy customer, verified value, exec support, no unresolved risk.
Action: Validate value/scope, coordinate CS and AM ownership.
Threshold Matrix & Expiration Model
Entry Floors and Exit Conditions
| Play | Min Fit | Min Tier | Min Confidence | Role Requirement |
|---|---|---|---|---|
| Leadership Change | Core ICP | Tier 2 | High | Verified new leader |
| Modernization | Core ICP | Tier 2 | High | Relevant function ID'd |
| Margin Pressure | Core ICP | Tier 2 | High | Fin, Ops, or Facilities |
| Emerging Intent | Core ICP | Tier 3 | Mod (w/ Corroboration) | ≥1 relevant known role |
| Formal Evaluation | Eligible | N/A (if confirmed) | High | Known relevant evaluator |
- • Time Expiration: Trigger exceeds its relevance window.
- • Positive Progression: Advancing to a higher-value commercial state.
- • Negative Qualification: Research shows need does not qualify.
- • Suppression: Active opp takes ownership (pause).
- • Signal Disproof: Underlying event found inaccurate.
- • Engagement Saturation: Sequence limits reached without response.
Re-entry Framework & Decisions
What Must Change Before Returning
- • If Signal Expired: New qualifying event, new role engagement.
- • If No Response: New business trigger, different role engages, direct request.
- • If No Priority: New planning/budget cycle, new exec mandate.
- • If Buying Group Gap: Required stakeholder finally engages.
- • If Closed Lost: Verified loss condition changes, incumbent renewal window.
- × Automated date reset without new evidence.
- × Duplicate ingestion of original stale signal.
- × Cooling period ends with no changed conditions.
- × Generic website activity from previously unqualified account.
- × Expansion target exists while risk remains open.
Priority ICP, Tier 1, Verified Modernization Initiative, High signal confidence.
Decision: Enter Modernization & Expansion Play. (All conditions pass).
Expiration: 45-day active review with progression-based exit.
Data Requirements & Governance
Operationalizing the Rules
- •
commercial_play: ID the active play. - •
play_eligibility_status: Eligible, Suppressed, Active, Expired. - •
entry_reason&entry_trigger. - •
entry_confidence&active_suppression. - •
entry_effective_date&entry_expiration_date. - •
exit_reason&re_entry_condition.
- • Cadence: Weekly active-play/suppression review. Monthly entry-quality review.
- • Overrides: Require an approved owner, documented reason, and expiration date.
- • Change Process: Test proposed rule on sample cohort, analyze historical impact, obtain cross-functional approval before deploying.
Note: AeroGrid Systems and all associated inclusion rules, exclusions, thresholds, compressions, windows, and examples are fictional. This sample demonstrates the structure of a Fairway engagement.
How Teams Use the Campaign-Entry Rules
The rules give marketing, sales, revenue operations, and customer teams one shared system for deciding which accounts enter each play, when activation stops, and what must change before re-entry.
Product Marketing
Define the strategic purpose, target account, trigger, message, offer, and outcome for each commercial play.
Demand Generation
Build play-specific audiences and campaigns from governed account conditions.
Marketing Operations
Implement inclusion, exclusion, suppression, expiration, frequency, and re-entry logic.
Sales Development
Understand why the account entered the play and what evidence should guide outreach.
Revenue Operations
Govern ownership, play membership, conflicts, rule versions, history, and reporting.
Leadership
Evaluate whether commercial plays are reaching appropriate accounts and producing stronger outcomes.
Campaign-Entry Rules Review Checklist
Is every account entering the right play for the right reason?
Explore Related Artifacts
Signal-Confidence Model
Defines the standards used to determine whether a signal can support campaign entry.
Trigger Response Playbooks
Defines the message, offer, owner, and sequence associated with each campaign state.
Trigger Event Framework
Return to the complete signal, activation, routing, measurement, and optimization system.