Winter '27, generally available from 12 October 2026, extends the Consent Request flow action to record-triggered flows. Until now the action ran only in event-triggered and on-demand flow types, so a change on a CRM record had no direct path into Marketing Cloud Next consent. Now a flow that fires when a Contact or Lead is created or updated can opt that person in to, or out of, a communication subscription on the spot: a new Lead with a marketing consent field set, or a Contact who ticks Email Opt Out.

Product

Marketing Cloud Next

Edition

edition not stated in the source

Topic

Governance

Last verified

12 October 2026

Who this applies to

• Marketing Cloud Next orgs whose consent is captured in CRM fields, web forms or imports as well as in Marketing Cloud Next
• Teams that have seen sends suppressed for "recipient without opt-in" while CRM says the person agreed
• Edition: not stated in the release note summary we checked

Why it matters

Marketing Cloud Next is strict opt-in: no consent record means no send. In the consent reviews we have run this year the recurring defect is one-way traffic. Consent is loaded into Marketing Cloud Next once, nothing flows back when CRM changes, and two things follow: people who opted out in CRM keep receiving marketing email, and people who opted in through a CRM process are silently dropped from sends. A record-triggered Consent Request fixes both directions with one small flow per object.

Try it

1. List where consent is written today: CRM fields such as Email Opt Out, web forms, imports, any Data Cloud-triggered flows, and anything writing the consent object directly. Decide which one is the source of truth per subscription.
2. In a sandbox, build a record-triggered flow on Contact: when HasOptedOutOfEmail changes to true, call Consent Request with OPT_OUT for the email subscriptions that person holds. Add the mirror rule for your opt-in field if CRM is allowed to grant consent.
3. Build the same flow on Lead for opt-in on create, so a lead captured with consent can be marketed to immediately, and for opt-out on update.
4. Test with one record per path and read the consent object afterwards: status, captured date, source. Confirm the subscription and channel type ids are the ones your campaign flows filter on.
5. Backfill once: run Consent Import for every record that is currently opted out in CRM but still OPT_IN in Marketing Cloud Next. The flow handles changes from now on; it does not rewrite history.
6. Watch the Email Send Outcomes report for "recipient without opt-in" over the next two sends. The count should fall for the cohort you reconciled.

Example use case

A common pattern: consent suppresses more send attempts than it allows, most of them "without opt-in", while CRM holds opt-in values for many of those people, and none of the CRM opt-outs flow back. The fix is two record-triggered flows, one backfill through Consent Import, and retiring any stale second generation of the consent stream; the flows alone would leave the historical rows wrong.

Prerequisites, limitations and risks

• Winter '27 (live from 12 October 2026). Preview sandboxes had the release from late August
• A consent model with communication subscriptions and channel types already defined; the Consent Request action needs a subscription to act on
• The flow runs as the automated process user or the editing user: confirm it can read the consent objects and the Individual record
• If consent is also written by imports or direct DLO writes, reconcile those before trusting the flow as the source of truth

Documented behaviour above comes from the sources listed below. Availability varies by edition, SKU and region - confirm entitlements in your own org before you rely on a feature.

Sources

• Winter '27 Release Notes: Marketing Salesforce Help, 18 August 2026
• Salesforce Winter '27 Release Notes (hub) Salesforce Help, 18 August 2026