Update RelevanceAI handbook: Ghosty live status and add WALL-E agent

| Quali | SDR and BDR qualifying | Audits leads in Qualifying status and identifies follow-up, recycle, ghosted, or completed work | Live across qualifying leads, with ongoing iteration |

| Atlas | Outbound BDR | Researches accounts, scores priority, recommends contacts, and provides messaging angles | Live across BDR teams; adoption and workflow expansion are ongoing |

| Prose | Outbound BDR | Drafts prospect-level email content from Atlas research for review in Outreach | In rollout/build; BDR review remains required |

| Ghosty | SDR/BDR qualifying follow-up | Supports re-engagement of prospects classified as Ghosted by Prospect | In development/validation; do not treat as fully automated |

| Ghosty | SDR qualifying follow-up | Creates a draft follow-up email for SDR review when a prospect has gone quiet; does not send automatically | Live for SDRs; draft creation only |

| WALL-E | SDR and BDR data quality | Runs scheduled recycle eligibility checks on Quali-tagged leads and moves eligible leads to Recycle in Salesforce | Live; runs on a scheduled basis |

The roster and status are maintained in the Relevance program readout and operating notes; names and automation boundaries may change as use cases move from pilot to production.

Prose is the planned email-writing layer for Atlas-recommended prospects. The current design is to create prospect-specific drafts from Atlas research and place them in Outreach for BDR review. Prose should not be described as a fully autonomous sender. BDRs must be able to inspect, edit, remove, or decline a draft before it is sent.

#### Ghosty: ghosted by prospect follow-up

##### What Ghosty does

Ghosty runs in the background for SDRs and creates the first follow-up email when a prospect has gone quiet after GitLab outreach.

Ghosty is currently live for SDRs only. It does not require the SDR to activate or prompt it, and it does not send the email. It creates a draft for the SDR to review and decide whether to send.

##### How Ghosty handles a quiet prospect

Ghosty treats silence as the reason to consider a follow-up, not as a reason to skip one. It covers both situations:

- The prospect replied and then stopped responding.

- The prospect never replied to the outreach.

Ghosty reads the conversation and creates a short, personalised email grounded in something specific, such as the prospect's trial, the reason they engaged with GitLab, or the topic raised in the last outreach.

##### What Ghosty writes

Ghosty creates one email with the subject **Finalizing next step with GitLab**. The email:

- Reminds the prospect where the evaluation or outreach was left.

- Uses the prospect's situation as the anchor when they have replied.

- Uses a concrete GitLab or outreach fact when they have not replied.

- Asks one clear question or gives the prospect one easy way to respond.

- Stays under 90 words.

- Uses a natural, personalised tone rather than sounding automated.

When the prospect has replied, Ghosty describes what actually happened and does not invent an agreement or next step.

When the prospect has not replied, Ghosty does not imply that a conversation took place. It avoids phrases such as *When we last spoke*, *As discussed*, *Following up on our conversation*, *You mentioned*, or *You were going to*.

Ghosty ends the email with *Thank you in advance*, and does not add the SDR's name or signature to the body (signatures are handled by OpenSense).

##### Language expectations

Ghosty writes the email in the thread's working language:

- If the prospect has replied, Ghosty uses the language of their reply.

- If the prospect has not replied, Ghosty uses the language of the SDR's substantive outreach.

- If there is no clear language signal, Ghosty uses English.

Ghosty translates the entire email, including the greeting and sign-off. It uses formal address where the language distinguishes between formal and informal forms.

##### When Ghosty does not create a follow-up

Ghosty does not recommend a follow-up when the prospect:

- Declined, said they are not interested, or asked to be left alone.

- Asked for pricing, resources, availability, or another answer that GitLab did not provide.

- Is the wrong person, is not a buyer, signed up by mistake, or referred someone else.

- Asked to reconnect after a future date or decision that has not happened yet.

- Is dealing with a support, account, login, migration, or billing issue instead of evaluating GitLab.

Ghosty does not treat a question about using or testing GitLab during a trial as a support issue. It recognises that as part of the evaluation.

##### What the SDR should expect

When Ghosty creates a draft, the SDR remains responsible for the final review and sending decision. The SDR should confirm that the draft is still relevant, the recipient is correct, and any trial date or timing remains accurate.

Ghosty keeps the message focused on helping the prospect recognize the context and decide whether to pick the conversation back up. It does not use links, booking URLs, phone numbers, email addresses, internal process terms, or outdated relative dates such as *today*, *tomorrow*, or *next week*.

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#### WALL-E: recycle eligibility check

WALL-E is a scheduled Relevance AI check that builds on the Quali agent's recycle tagging. It identifies leads that may be ready to move from Needs Recycle to Recycle in Salesforce.

##### What makes a lead eligible

A lead is eligible when all of the following are true:

- It has been in a Needs Recycle state for at least 7 days.

- Its current Salesforce status is Qualifying.

- It is not in an active, paused, or pending Outreach sequence.

- There has not been qualifying email activity after the lead entered Needs Recycle.

WALL-E only evaluates leads from the current eligibility run. It does not invent, re-rank, or manually select leads.

##### How WALL-E builds on Quali

- The Quali agent identifies leads that need recycling and tags them with a Needs Recycle value and a recycle reason, using the format `Needs Recycle - <reason>`.

- WALL-E uses the Quali tag and reason as its starting point, then checks the lead's current status, Outreach activity, and qualifying email activity.

- When an eligible lead is recycled, Salesforce is populated with Status = Recycle and the Recycle Reasons field is set to the Quali reason without the `Needs Recycle -` prefix.

##### What BDRs need to know

- A lead in an active, paused, or pending Outreach sequence is not recycled by WALL-E. Outreach handles recycling when the sequence ends.

- A lead can remain eligible even when no Outreach prospect is found, though this is unlikely. The run labels these leads as having no Outreach prospect.

- Recent email activity can prevent recycling. A prospect email reply or a rep email sent after the Needs Recycle tag keeps the lead out of the recycle list.

- Calls and LinkedIn activity do not, by themselves, prevent an eligible lead from being recycled.

- Only leads still in Qualifying are considered. Converted, queue-owned, already recycled, or otherwise no longer eligible leads are excluded.

##### What managers need to know

Each run produces a receipt with:

- The run time.

- The total number of eligible leads and the number of managers they span.

- A count for each manager, shown as leads across reps.

- The number of eligible leads skipped because they are in an Outreach sequence.

- The number of eligible leads with no Outreach prospect.

- Other excluded leads, grouped into already handled or no longer in Qualifying.

#### Salesforce fields and daily workflow

For inbound leads, the primary fields are:

### Sales Dev Career Path

_*Requirements must be met by the third Friday of the month for eligibility. For example to meet promotion requirements for February, requirements must be met by the third Friday of January._

**Requirements must be met by the third Friday of the month for eligibility. For example to meet promotion requirements for February, requirements must be met by the third Friday of January.**

_**For promotion considerations, Hybrid/Growth PubSec BDRs' Stage 1 Net ARR attainment will be capped at 200% so as to ensure the team member is also meeting expectations in their other quota components._

***For promotion considerations, Hybrid/Growth PubSec BDRs' Stage 1 Net ARR attainment will be capped at 200% so as to ensure the team member is also meeting expectations in their other quota components.***

| Transition | Minimum Tenure | Quota Threshold | Additional Criteria |

| ---------- | -------------- | --------------- | ------------------- |

### Sales Dev President's Club Criteria

Qualification and standing for President's Club will be determined using performance toward each individual team member's compensation plan and quota component weighting. _**For President's Club considerations, Hybrid/Growth Pubsec BDRs' (and their leaders') Stage 1 Net ARR attainment will be capped at 200% so as to ensure the team member is also meeting expectations in their other quota components._

Qualification and standing for President's Club will be determined using performance toward each individual team member's compensation plan and quota component weighting. ***For President's Club considerations, Hybrid/Growth Pubsec BDRs' (and their leaders') Stage 1 Net ARR attainment will be capped at 200% so as to ensure the team member is also meeting expectations in their other quota components.***

### Sales Dev Performance Management Process

Informal performance management will be initiated if a ramped team member has two consecutive months below 80% attainment or regularly underperforms. _**For performance management considerations, Hybrid/Growth PubSec BDRs' Stage 1 Net ARR attainment will be capped at 200% so as to ensure the team member is also meeting expectations in their other quota components._

Informal performance management will be initiated if a ramped team member has two consecutive months below 80% attainment or regularly underperforms. ***For performance management considerations, Hybrid/Growth PubSec BDRs' Stage 1 Net ARR attainment will be capped at 200% so as to ensure the team member is also meeting expectations in their other quota components.***

_**We are currently in consultation with the NL WC about the changes made to this page for FY27. While in this process, this guidance will not apply to our team members based in the Netherlands._

***We are currently in consultation with the NL WC about the changes made to this page for FY27. While in this process, this guidance will not apply to our team members based in the Netherlands.***

Once the team member is informed, the expectations are:

| **2. Display Business and Sales Acumen** | Personalise inbound/outbound leads using CoM email writing principles · Prepare for cold calls using CoM cold-calling principles · Add outbound accounts in a weekly cadence per regional team expectations |

| **3. Maintain Cross-functional Relationships** | Collaborate with the Sales team on account planning · Collaborate with Field Marketing on event outreach |

_**We are currently in consultation with the Netherlands/Germany Works Councils about Nooks use in these countries. While in this process, call targets will remain at 50 calls per day for our team members based in the Netherlands and Germany, as well as for any other team members who do not yet have access to Nooks._

***We are currently in consultation with the Netherlands/Germany Works Councils about Nooks use in these countries. While in this process, call targets will remain at 50 calls per day for our team members based in the Netherlands and Germany, as well as for any other team members who do not yet have access to Nooks.***

### KPIs, SLAs and Ramping Periods

| Dashboard | Component | Expectation/Action | Coaching Opportunity |

| --------- | --------- | ------------------ | -------------------- |

| Pipeline Dashboard | 1. Total Activities This Week | 100 Calls per day (or minimum 50 calls _and_ 7 positive connects); Minimum 50 omni-channel digital activities/day (250/week). Personalized emails, LinkedIn messages, InMails — logged in SFDC and tracked through Outreach. | Low activity often correlates directly with low conversion rates and missed quota. Use this to diagnose time management and tool usage gaps. |

| Pipeline Dashboard | 1. Total Activities This Week | 100 Calls per day (or minimum 50 calls *and* 7 positive connects); Minimum 50 omni-channel digital activities/day (250/week). Personalized emails, LinkedIn messages, InMails — logged in SFDC and tracked through Outreach. | Low activity often correlates directly with low conversion rates and missed quota. Use this to diagnose time management and tool usage gaps. |

| Pipeline Dashboard | 2. Leads Sequenced This Week | Continuous sequencing to maintain pipeline flow. Over 70% of inbound leads in High Touch sequences. | Low sequencing suggests over-reliance on manual one-off outreach — an early indicator of future pipeline problems. |

| Pipeline Dashboard | 3. Calls Per Outcome This Week | Minimum 500 calls/week during Golden Call hours. Outcomes logged in SFDC. | High connected rate with low conversion = messaging or qualification issue. Low connected rate = timing or contact data quality issue. |

| Pipeline Dashboard | 4. Unworked New Lead MQLs | Should be empty or near-empty. Net new MQLs must be actioned within 2 work hours. | SLA breach here indicates a breakdown in the inbound process — investigate root cause before demanding faster response. |