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What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?

📖 2,002 words🗓️ Published Jun 20, 2026 · Updated Jun 30, 2026

Direct Answer

What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR (batch 1 #264) is a gap most SaaS vendors gloss over — here is the operator-level answer.

Focus on one measurable outcome, a single RevOps owner, and fields/reports in the CRM of record. Most content online stops at definitions; execution needs audit → design → pilot → automate → measure.

flowchart TD A[Audit stack and data] --> B[Define 3-5 proof fields] B --> C[Pilot one segment] C --> D[Automate validated steps] D --> E[Report weekly Pulse metric]

flowchart TD A[Identify MQL Decay] --> B[Define CRM Fields] B --> C[Lead Source Field] B --> D[Engagement Score Field] B --> E[Last Contact Date Field] C --> F[Track Outbound SDR Activity] D --> F E --> F F --> G[Monitor MQL Recovery] G --> H[Adjust SDR Outreach]

Why this is under-answered online

Vendor blogs optimize for top-of-funnel keywords, not your motion, CRM, or constraint stack. Playbooks that ignore integration limits, ownership, and board metrics fail in production.

CRO SYNDICATE

What good looks like

Definition of done tied to revenue or data quality, not activity counts.
Documented rollback and a named DRI.
No shadow spreadsheets for metrics leadership reviews.

Related on PULSE

[What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?](/knowledge/q10342)
[What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?](/knowledge/q10262)
[What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?](/knowledge/q10102)
[What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?](/knowledge/q10022)
[What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?](/knowledge/q9942)
[What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for services-led sales ?](/knowledge/q10402)

Pulse Field #1: `MQL_Recycle_Reason` (Picklist with 7–12 Values)

The single biggest indicator that MQL decay has been fixed is a structured, mandatory recycle-reason field on the Lead object. Without it, SDRs treat every dead MQL as a tombstone rather than a diagnostic signal. After migrating to Zoho CRM, create a custom picklist called MQL_Recycle_Reason with values that map directly to the three most common decay patterns in outbound SDR:

Bad_Intent_Signal – Lead triggered a marketing score but never engaged with outbound sequence (e.g., clicked one blog post, then ghosted).
Wrong_Persona – Title/role mismatch after manual enrichment (common when importing from LinkedIn Sales Navigator).
Outdated_Contact – Email bounced or phone disconnected; data is older than 6 months.
No_Budget_Timeline – Lead confirmed they have no active initiative in the next 90 days.
Competitor_Locked – Already deep in evaluation with a competitor and unwilling to switch.
Duplicate_Account – Same company, different contact already in active pipeline.
Unresponsive_x3 – SDR attempted 3+ touches across email/call/LinkedIn with zero reply.

Why this field proves decay is fixed: Before migration, most Zoho setups use a single Lead_Status field (e.g., “Dead” or “Disqualified”) that buries the root cause. After implementing MQL_Recycle_Reason, you can run a weekly report that shows which decay pattern dominates for each source (e.g., “LinkedIn Ads produce 40% Bad_Intent_Signal; Webinars produce 60% Wrong_Persona”). That data forces marketing to adjust lead scoring rules or targeting criteria. Without it, you’re just guessing.

Implementation tip in Zoho CRM: Use Workflow Rules to make MQL_Recycle_Reason mandatory when Lead_Status = 'Recycled' or 'Disqualified'. Add a validation rule that prevents SDRs from closing a lead without selecting a reason. Then build a Custom Report under “Leads by Recycle Reason” grouped by Lead_Source and Created_Time (weekly buckets). Share this report with both SDR leadership and marketing ops during the weekly pulse meeting.

Common mistake: Creating too many values (15+) that overlap. Stick to 7–12; anything more creates analysis paralysis. Also, avoid “Other” as a catch-all — if 30% of your SDRs select “Other,” the field is useless. Force them to choose a specific pattern.

Pulse Field #2: `SDR_Sequence_First_Touch_Date` (Date/Time + Rollup to Account)

MQL decay often hides in the gap between marketing handoff and SDR first touch. A lead can sit untouched for 7–14 days, and by the time the SDR reaches out, the intent signal has decayed by 60–80%. To prove you fixed this, create a custom Date/Time field called SDR_Sequence_First_Touch_Date on the Lead object, and a rollup field on the Account object called Avg_First_Touch_Delay_Hours.

Setup in Zoho CRM:

On the Lead module, add a Date/Time field SDR_Sequence_First_Touch_Date. Use a Deluge script in a Workflow that triggers when the first outbound email or call is logged (via the Activities module). The script checks if SDR_Sequence_First_Touch_Date is empty, then sets it to now().
On the Account module, create a Rollup Summary field that calculates the average of SDR_Sequence_First_Touch_Date minus Lead_Created_Time for all child leads created in the last 30 days. Name it Avg_First_Touch_Delay_Hours.

Why this proves decay is fixed: When Avg_First_Touch_Delay_Hours drops below 4 hours (for high-intent leads) or 24 hours (for standard outbound), you know the handoff process is working. If it’s still 48+ hours, MQL decay is alive and well — leads are going cold before any conversation happens. This field also exposes SDR capacity issues: if the delay spikes on Mondays or after holidays, you need to adjust routing rules or hire more SDRs.

Reporting: Build a Dashboard in Zoho CRM with a bar chart showing Avg_First_Touch_Delay_Hours by Lead_Source over the last 4 weeks. Add a trend line. If you see a downward slope, you’ve fixed the decay. If it’s flat or rising, the SDR team is overwhelmed or the routing logic is broken.

Advanced use: Add a conditional automation that escalates leads where SDR_Sequence_First_Touch_Date is null after 24 hours. Send a notification to the SDR manager and the RevOps team. This creates accountability and prevents leads from falling through the cracks — a common post-migration problem.

Pulse Field #3: `MQL_Recycle_Count` (Number + Rollup to Account)

The third proof field is a counter that tracks how many times a single lead (or account) has been recycled back to marketing. Most Zoho CRM migrations ignore this, leading to a “recycle loop” where the same MQL gets pushed back and forth between SDR and marketing without ever converting. Create a custom Number field on the Lead object called MQL_Recycle_Count, and a rollup on the Account called Total_Recycles_All_Leads.

Implementation:

On the Lead module, add a Number field MQL_Recycle_Count (default 0). Use a Workflow Rule that increments this field by 1 every time Lead_Status changes to 'Recycled' or 'Disqualified' AND the lead is reassigned to marketing (via a custom Assigned_To field or team change).
On the Account module, create a Rollup Summary field that sums MQL_Recycle_Count for all child leads. Name it Total_Recycles_All_Leads.

Why this proves decay is fixed: A healthy outbound SDR process should see most leads recycled 0–1 times. If you see leads with MQL_Recycle_Count of 3, 4, or 5+, that’s a clear sign of decay: the same lead is being re-scored, re-assigned, and re-contacted without any change in intent. This wastes SDR time and inflates marketing’s MQL numbers. By tracking this count, you can set a threshold (e.g., recycle limit = 2) and automatically archive leads that exceed it, forcing marketing to re-qualify before re-entering the pipeline.

Reporting: Create a Custom View in Zoho CRM called “Chronic Recyclers” filtered by MQL_Recycle_Count > 2 and Lead_Status = 'Recycled'. Share this view with the marketing ops team weekly. If this list grows, you know the MQL scoring model is broken — leads are being re-generated from the same stale data sources. This is the canary in the coal mine for decay.

Operational rule: Add a Deluge script that automatically sends an email to the marketing manager when a lead hits MQL_Recycle_Count = 3. The email should include the lead source, original score, and a link to the activity log. This forces a human review and breaks the recycle loop. Without this field, decay becomes invisible because the same lead cycles through the system with a fresh Created_Time every time it’s re-imported.

Bonus metric: Use the Account rollup Total_Recycles_All_Leads to calculate recycle density — total recycles divided by total leads in the account. If an account has 10 leads and 20 recycles (density = 2.0), that account is a time sink. Flag it for SDR leadership to decide whether to pause outbound efforts there. This is the kind of granularity that proves you’ve moved beyond surface-level MQL decay fixes.

Sources

Zoho CRM official documentation — product-specific field mapping, automation rules, and MQL lifecycle tracking features.
HubSpot Academy — best practices for defining and measuring MQL decay in CRM systems.
Salesforce Trailhead — general CRM field design principles for lead scoring and conversion tracking.
Gartner — research reports on lead management, MQL decay, and CRM migration outcomes.
SaaStr — case studies and expert insights on optimizing outbound SDR workflows post-CRM migration.
Forrester — industry analysis on CRM field strategies to reduce lead decay and improve SDR efficiency.

FAQ

What is MQL decay in the context of Zoho CRM? MQL decay happens when leads that once met marketing qualification criteria become unresponsive or outdated, often due to stale data or poor engagement tracking. In Zoho CRM, this shows up as low activity scores or long gaps in last-touch dates. Fixing it means redefining what a "live" MQL looks like using custom fields.

Which custom fields should I add to Zoho CRM to track MQL health? Add fields like "Last Engaged Date," "Intent Score (1-5)," and "Outbound Sequence Step." These give SDRs a real-time view of lead freshness and priority. A common range for intent score is 1 (cold) to 5 (hot), with scores updated weekly based on email opens or site visits.

How do I know if the migration actually fixed MQL decay? Track a "Pulse Metric" field that combines lead score, time since last activity, and sequence status. If the percentage of MQLs with a Pulse Metric above 3 increases by 20-40% within 60 days, decay is reversing. Avoid using absolute numbers — focus on trend direction.

What reports in Zoho CRM prove the fix is working? Use a "MQL Health Dashboard" with a pie chart of Pulse Metric tiers and a line chart of "MQLs Re-engaged per Week." The re-engagement rate should climb from under 10% to around 25-35% over three months. These reports live in Zoho CRM's Reports module, not external tools.

Does this require changing how SDRs prioritize leads? Yes — SDRs should sort leads by a "Priority Score" field (combining intent and recency) instead of raw MQL date. A typical range is 0-100, with scores above 70 being dialed first. This shift alone can lift connect rates by 15-25% in pilot segments.

How long does it take to see measurable results after adding these fields? Most teams see a 30-50% reduction in stale MQLs within 45-90 days, assuming weekly field updates and SDR adherence. The first 30 days are for data cleanup and field testing; real decay reversal shows in months 2 and 3. No vendor can guarantee exact timelines — honest ranges depend on data quality and team adoption.

Bottom line

Treat as RevOps product work: prove value on one slice, then scale. Polish can deepen this entry later.

Download:

![What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?](https://www.glionconsulting.com/wp-content/uploads/2024/12/Custom-Fields-in-Zoho-CRM-1024x465.jpg)

## Direct Answer

![What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?](https://pulserevops.com/img/auto/q10182.svg)

What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR (batch 1 #264) is a gap most SaaS vendors gloss over — here is the operator-level answer.

Focus on **one measurable outcome**, a **single RevOps owner**, and fields/reports in the CRM of record. Most content online stops at definitions; execution needs audit → design → pilot → automate → measure.

```mermaid
flowchart TD
  A[Audit stack and data] --> B[Define 3-5 proof fields]
  B --> C[Pilot one segment]
  C --> D[Automate validated steps]
  D --> E[Report weekly Pulse metric]
```

```mermaid
flowchart TD
A[Identify MQL Decay] --> B[Define CRM Fields]
B --> C[Lead Source Field]
B --> D[Engagement Score Field]
B --> E[Last Contact Date Field]
C --> F[Track Outbound SDR Activity]
D --> F
E --> F
F --> G[Monitor MQL Recovery]
G --> H[Adjust SDR Outreach]
```

## Why this is under-answered online

![What CRM fields prove you fixed MQL decay after migrating to Zoho  — Why this is under-answered online](https://image.pollinations.ai/prompt/high%20quality%20editorial%20business%20professional%20office%20photograph%20illustrating%20Why%20this%20is%20under-answered%20online%20What%20CRM%20fields%20prove%20you%20fixed%20MQL%20decay%20afte%2C%20realistic%20magazine%20style%2C%20warm%20light%2C%20no%20text%2C%20no%20watermark?width=1200&height=675&nologo=true&model=flux&seed=47066)


Vendor blogs optimize for top-of-funnel keywords, not **your** motion, CRM, or constraint stack. Playbooks that ignore integration limits, ownership, and board metrics fail in production.

## What good looks like

![What CRM fields prove you fixed MQL decay after migrating to Zoho  — What good looks like](https://image.pollinations.ai/prompt/high%20quality%20editorial%20business%20professional%20office%20photograph%20illustrating%20What%20good%20looks%20like%20What%20CRM%20fields%20prove%20you%20fixed%20MQL%20decay%20after%20migrating%20t%2C%20realistic%20magazine%20style%2C%20warm%20light%2C%20no%20text%2C%20no%20watermark?width=1200&height=675&nologo=true&model=flux&seed=13733)


- Definition of done tied to revenue or data quality, not activity counts.
- Documented rollback and a named DRI.
- No shadow spreadsheets for metrics leadership reviews.

<!--pillar-weave-->
## Related on PULSE

- [What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?](/knowledge/q10342)
- [What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?](/knowledge/q10262)
- [What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?](/knowledge/q10102)
- [What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?](/knowledge/q10022)
- [What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?](/knowledge/q9942)
- [What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for services-led sales ?](/knowledge/q10402)

## Pulse Field #1: `MQL_Recycle_Reason` (Picklist with 7–12 Values)

The single biggest indicator that MQL decay has been fixed is a **structured, mandatory recycle-reason field** on the Lead object. Without it, SDRs treat every dead MQL as a tombstone rather than a diagnostic signal. After migrating to Zoho CRM, create a custom picklist called `MQL_Recycle_Reason` with values that map directly to the three most common decay patterns in outbound SDR:

- **`Bad_Intent_Signal`** – Lead triggered a marketing score but never engaged with outbound sequence (e.g., clicked one blog post, then ghosted).
- **`Wrong_Persona`** – Title/role mismatch after manual enrichment (common when importing from LinkedIn Sales Navigator).
- **`Outdated_Contact`** – Email bounced or phone disconnected; data is older than 6 months.
- **`No_Budget_Timeline`** – Lead confirmed they have no active initiative in the next 90 days.
- **`Competitor_Locked`** – Already deep in evaluation with a competitor and unwilling to switch.
- **`Duplicate_Account`** – Same company, different contact already in active pipeline.
- **`Unresponsive_x3`** – SDR attempted 3+ touches across email/call/LinkedIn with zero reply.

**Why this field proves decay is fixed**: Before migration, most Zoho setups use a single `Lead_Status` field (e.g., “Dead” or “Disqualified”) that buries the root cause. After implementing `MQL_Recycle_Reason`, you can run a weekly report that shows **which decay pattern dominates** for each source (e.g., “LinkedIn Ads produce 40% `Bad_Intent_Signal`; Webinars produce 60% `Wrong_Persona`”). That data forces marketing to adjust lead scoring rules or targeting criteria. Without it, you’re just guessing.

**Implementation tip in Zoho CRM**: Use **Workflow Rules** to make `MQL_Recycle_Reason` mandatory when `Lead_Status = 'Recycled'` or `'Disqualified'`. Add a validation rule that prevents SDRs from closing a lead without selecting a reason. Then build a **Custom Report** under “Leads by Recycle Reason” grouped by `Lead_Source` and `Created_Time` (weekly buckets). Share this report with both SDR leadership and marketing ops during the weekly pulse meeting.

**Common mistake**: Creating too many values (15+) that overlap. Stick to 7–12; anything more creates analysis paralysis. Also, avoid “Other” as a catch-all — if 30% of your SDRs select “Other,” the field is useless. Force them to choose a specific pattern.

## Pulse Field #2: `SDR_Sequence_First_Touch_Date` (Date/Time + Rollup to Account)

MQL decay often hides in the gap between marketing handoff and SDR first touch. A lead can sit untouched for 7–14 days, and by the time the SDR reaches out, the intent signal has decayed by 60–80%. To prove you fixed this, create a **custom Date/Time field** called `SDR_Sequence_First_Touch_Date` on the Lead object, and a **rollup field** on the Account object called `Avg_First_Touch_Delay_Hours`.

**Setup in Zoho CRM**:
- On the Lead module, add a Date/Time field `SDR_Sequence_First_Touch_Date`. Use a **Deluge script** in a Workflow that triggers when the first outbound email or call is logged (via the `Activities` module). The script checks if `SDR_Sequence_First_Touch_Date` is empty, then sets it to `now()`.
- On the Account module, create a **Rollup Summary** field that calculates the **average** of `SDR_Sequence_First_Touch_Date` minus `Lead_Created_Time` for all child leads created in the last 30 days. Name it `Avg_First_Touch_Delay_Hours`.

**Why this proves decay is fixed**: When `Avg_First_Touch_Delay_Hours` drops below 4 hours (for high-intent leads) or 24 hours (for standard outbound), you know the handoff process is working. If it’s still 48+ hours, MQL decay is alive and well — leads are going cold before any conversation happens. This field also exposes **SDR capacity issues**: if the delay spikes on Mondays or after holidays, you need to adjust routing rules or hire more SDRs.

**Reporting**: Build a **Dashboard** in Zoho CRM with a bar chart showing `Avg_First_Touch_Delay_Hours` by `Lead_Source` over the last 4 weeks. Add a trend line. If you see a downward slope, you’ve fixed the decay. If it’s flat or rising, the SDR team is overwhelmed or the routing logic is broken.

**Advanced use**: Add a **conditional automation** that escalates leads where `SDR_Sequence_First_Touch_Date` is null after 24 hours. Send a notification to the SDR manager and the RevOps team. This creates accountability and prevents leads from falling through the cracks — a common post-migration problem.

## Pulse Field #3: `MQL_Recycle_Count` (Number + Rollup to Account)

The third proof field is a **counter** that tracks how many times a single lead (or account) has been recycled back to marketing. Most Zoho CRM migrations ignore this, leading to a “recycle loop” where the same MQL gets pushed back and forth between SDR and marketing without ever converting. Create a custom Number field on the Lead object called `MQL_Recycle_Count`, and a rollup on the Account called `Total_Recycles_All_Leads`.

**Implementation**:
- On the Lead module, add a Number field `MQL_Recycle_Count` (default 0). Use a **Workflow Rule** that increments this field by 1 every time `Lead_Status` changes to `'Recycled'` or `'Disqualified'` AND the lead is reassigned to marketing (via a custom `Assigned_To` field or team change).
- On the Account module, create a **Rollup Summary** field that sums `MQL_Recycle_Count` for all child leads. Name it `Total_Recycles_All_Leads`.

**Why this proves decay is fixed**: A healthy outbound SDR process should see **most leads recycled 0–1 times**. If you see leads with `MQL_Recycle_Count` of 3, 4, or 5+, that’s a clear sign of decay: the same lead is being re-scored, re-assigned, and re-contacted without any change in intent. This wastes SDR time and inflates marketing’s MQL numbers. By tracking this count, you can set a **threshold** (e.g., recycle limit = 2) and automatically archive leads that exceed it, forcing marketing to re-qualify before re-entering the pipeline.

**Reporting**: Create a **Custom View** in Zoho CRM called “Chronic Recyclers” filtered by `MQL_Recycle_Count > 2` and `Lead_Status = 'Recycled'`. Share this view with the marketing ops team weekly. If this list grows, you know the MQL scoring model is broken — leads are being re-generated from the same stale data sources. This is the **canary in the coal mine** for decay.

**Operational rule**: Add a **Deluge script** that automatically sends an email to the marketing manager when a lead hits `MQL_Recycle_Count = 3`. The email should include the lead source, original score, and a link to the activity log. This forces a human review and breaks the recycle loop. Without this field, decay becomes invisible because the same lead cycles through the system with a fresh `Created_Time` every time it’s re-imported.

**Bonus metric**: Use the Account rollup `Total_Recycles_All_Leads` to calculate **recycle density** — total recycles divided by total leads in the account. If an account has 10 leads and 20 recycles (density = 2.0), that account is a time sink. Flag it for SDR leadership to decide whether to pause outbound efforts there. This is the kind of granularity that proves you’ve moved beyond surface-level MQL decay fixes.

## Sources

- Zoho CRM official documentation — product-specific field mapping, automation rules, and MQL lifecycle tracking features.
- HubSpot Academy — best practices for defining and measuring MQL decay in CRM systems.
- Salesforce Trailhead — general CRM field design principles for lead scoring and conversion tracking.
- Gartner — research reports on lead management, MQL decay, and CRM migration outcomes.
- SaaStr — case studies and expert insights on optimizing outbound SDR workflows post-CRM migration.
- Forrester — industry analysis on CRM field strategies to reduce lead decay and improve SDR efficiency.

## FAQ

**What is MQL decay in the context of Zoho CRM?**  
MQL decay happens when leads that once met marketing qualification criteria become unresponsive or outdated, often due to stale data or poor engagement tracking. In Zoho CRM, this shows up as low activity scores or long gaps in last-touch dates. Fixing it means redefining what a "live" MQL looks like using custom fields.

**Which custom fields should I add to Zoho CRM to track MQL health?**  
Add fields like "Last Engaged Date," "Intent Score (1-5)," and "Outbound Sequence Step." These give SDRs a real-time view of lead freshness and priority. A common range for intent score is 1 (cold) to 5 (hot), with scores updated weekly based on email opens or site visits.

**How do I know if the migration actually fixed MQL decay?**  
Track a "Pulse Metric" field that combines lead score, time since last activity, and sequence status. If the percentage of MQLs with a Pulse Metric above 3 increases by 20-40% within 60 days, decay is reversing. Avoid using absolute numbers — focus on trend direction.

**What reports in Zoho CRM prove the fix is working?**  
Use a "MQL Health Dashboard" with a pie chart of Pulse Metric tiers and a line chart of "MQLs Re-engaged per Week." The re-engagement rate should climb from under 10% to around 25-35% over three months. These reports live in Zoho CRM's Reports module, not external tools.

**Does this require changing how SDRs prioritize leads?**  
Yes — SDRs should sort leads by a "Priority Score" field (combining intent and recency) instead of raw MQL date. A typical range is 0-100, with scores above 70 being dialed first. This shift alone can lift connect rates by 15-25% in pilot segments.

**How long does it take to see measurable results after adding these fields?**  
Most teams see a 30-50% reduction in stale MQLs within 45-90 days, assuming weekly field updates and SDR adherence. The first 30 days are for data cleanup and field testing; real decay reversal shows in months 2 and 3. No vendor can guarantee exact timelines — honest ranges depend on data quality and team adoption.

## Bottom line

Treat as RevOps product work: prove value on one slice, then scale. Polish can deepen this entry later.

Was this helpful?

Sources cited

Pulse RevOps — long-tail RevOps gapsPulse RevOps — long-tail RevOps gaps

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Deep dive · related in the library

What CRM fields prove you fixed MQL decay after migrating to Zoho CRM for outbound SDR ?

Why this is under-answered online

What good looks like

Related on PULSE

Pulse Field #1: MQL_Recycle_Reason (Picklist with 7–12 Values)

Pulse Field #2: SDR_Sequence_First_Touch_Date (Date/Time + Rollup to Account)

Pulse Field #3: MQL_Recycle_Count (Number + Rollup to Account)

Sources

FAQ

Bottom line

What does the score mean?

Pulse Field #1: `MQL_Recycle_Reason` (Picklist with 7–12 Values)

Pulse Field #2: `SDR_Sequence_First_Touch_Date` (Date/Time + Rollup to Account)

Pulse Field #3: `MQL_Recycle_Count` (Number + Rollup to Account)