Expired Lead Follow-Up Automation

When a rep claimed a lead, they had a 14-day ownership window to work it. If the lead expired before conversion, ownership moved back to a queue - silently. No notification, no record of what was lost, and no path to follow up. Leads just disappeared from rep names with no trace.

This project built a four-component native Salesforce system on top of the existing expiration Flow. It captures each expiration event at the moment it happens, stores it in a custom logging object, and delivers a personalized weekly email digest to every affected rep every Monday morning.

• No feedback loop existed when a lead expired out of a rep's name.
• Flow cannot query Lead field history directly, so prior owner values were lost the moment ownership transferred.
• Reps had no visibility into leads slipping out of their pipeline.
• No automation existed to surface expiration events or enable re-engagement.

• Custom Logging Object - Created a custom Salesforce object to capture each expiration event: prior owner, lead name, company, and record ID. Required because Flow cannot query Lead history directly - the prior owner value had to be captured at the moment of expiration before it was overwritten.
• Record-Triggered Flow (Immediate + Async) - Built on top of the existing expiration Flow with a split immediate/async path. The immediate path reads and stores the prior owner before the record updates. The async path handles bulk expirations without hitting Salesforce governor limits. Fault paths ensure a logging failure never blocks the core expiration process.
• Scheduled Flow - Weekly Digest Email - Runs every Monday, queries the logging object for each rep's prior-week expirations, and emails a personalized digest with lead name, company, and a direct Salesforce record link for each expired lead.
• Scheduled Flow - Log Cleanup - Runs on a trailing schedule to delete old log records and keep the custom object from accumulating unbounded data over time.

• Salesforce Flow Builder
• Record-Triggered Flows (immediate + async split architecture)
• Scheduled Flows
• Custom Objects (expiration logging)
• Salesforce governor limit handling
• Built and tested in sandbox, then deployed to production

• Primary users: all SDRs with active lead ownership
• Digest frequency: weekly, every Monday
• Trigger frequency: every lead expiration event
• Architecture designed to handle bulk expiration events without governor limit failures

• Gave every rep a standing weekly feedback loop on expired leads.
• Reps now use the digest to re-engage leads that previously disappeared with no trace.
• Expiration events fully logged with prior owner, lead name, company, and direct record link.
• Turned a silent ownership loss point into an active re-engagement channel with no manual effort required.