Salesforce Call — 2026-02-13

Overview

Working session with Quarra's Lincoln Durham (lldurham) covering four main areas: the Salesforce opportunity evaluation workflow, integration status for Teams/LinkedIn/Outlook, a new ABM campaign for the Ball's Quartzite Shingle System US launch, and the Quaritalia website translation feature.

Attendees:
- Lincoln Durham — lldurham@quarrastone.com (Quarra, external)
- Mark Hope — mark.hope@asymmetric.pro
- Karly Oykhman — karly.oykhman@asymmetric.pro

Key Decisions

• Opportunity evaluation workflow approved in its parallel structure: Design/QLab, Material, and Cost tracks run simultaneously, then feed a leadership review (Lincoln, Alex, Jim) that produces a go/no-go decision. Salesforce will auto-calculate a fit score from team inputs.
• Closed-Lost protocol required: Any killed opportunity must be marked Closed-Lost with a mandatory reason field. Karly to move this guidance to the top of the evaluation doc.
• Teams as SOP: When an opportunity is created, a dedicated Teams channel will be spun up to centralize all notifications and communication for that opportunity. Teams is to become the standard — replacing the current mix of Teams, email, and group texts.
• Quaritalia language selector: Implement a sticky header dropdown (not just the Google Translate pop-up) supporting English, Italian, and French at launch. Dropdown format allows easy addition of future languages.
• Ball's Quartzite Shingle System campaign: Launch a dedicated ABM campaign for this proprietary US-market product — dedicated page on the Ball's Quartzite site plus a targeted email blast with PDF brochure.
• Blog content cadence: "Roughly right is better than not at all" for blog posts (keyword density focus); e-guides still require high accuracy.

Salesforce Opportunity Evaluation Workflow

The refined workflow has four sequential phases:

1. Qualifier Matrix (Pre-Opportunity)

A scoring step before committing resources. Evaluates project fit on dimensions like scope, schedule, and relationship quality. If the score clears the threshold, the prospect is converted to an Opportunity.

2. Opportunity Creation

Converting a prospect to an Opportunity triggers the parallel evaluation and spins up a dedicated Teams channel for the opportunity.

3. Parallel Evaluation (Three Tracks)

All three run simultaneously:

When all fields in each section are complete, an automated notification fires to sales/DA leadership for review.

4. Leadership Review

Lincoln, Alex, Jim (sales/DA leadership) receive the consolidated findings and the auto-calculated fit score, then make the final go/no-go call.

Closed-Lost Protocol

If an opportunity is killed at any stage, it must be marked Closed-Lost with a mandatory reason. This ensures clean data for future analysis. (Karly to move this note to the top of the evaluation doc.)

Automation Notes

• Fit score is auto-calculated by Salesforce based on weighted inputs from each evaluation track.
• Each department's responses are weighted (e.g., if estimating scores 0 but the other three tracks score 100, the composite is 75%).
• Prospect folder automation (via Vee/Vieth) triggers at Opportunity creation — lldurham to advance this with Vee.

Salesforce Integrations Status

ABM Campaign: Ball's Quartzite Shingle System

Product background: A proprietary quartzite roof shingle system developed for the US market in partnership with Socrates (Ball's Quartzite partner). First deployed on the "Winterfell" project in Montana (Yellowstone Club). The system achieves a natural-cleft aesthetic through a controlled sand-blast + live-edge chisel process on cut-to-size panels — additive to existing workflows, sole-source supply.

Why now: The European natural-cleft shingle supply cannot scale to the US market due to volume and building code constraints. This engineered system solves both problems.

Campaign plan:
- Dedicated product page on the Ball's Quartzite website
- Targeted email blast to key architectural accounts with a PDF brochure
- Positioned as "the Ball's Quartzite Shingle System" — a named, marketable product

Content/imagery blockers:
- Winterfell project photos are NDA-restricted (Yellowstone Club). lldurham to contact the architect to request permission; if approved, send photos to Karly.
- Socrates to send physical samples to Quarra for professional product photography.
- lldurham to email Karly additional shingle photos in the interim.

Owner: Karly to begin content development; lldurham to unblock imagery.

Quaritalia Website: Translation Feature

• Decision: Add a sticky header language selector (dropdown) in addition to the Google Translate pop-up plugin.
• Launch languages: English, Italian, French.
• Rationale for dropdown: Allows future languages (Spanish, German, Arabic, etc.) to be added without redesigning the UI.
• Content deadline: lldurham set a firm deadline of Wednesday EOD (week of 2026-02-16) for the Quaritalia Italy team to deliver site content. lldurham sent a direct message to the team; Karly to follow up as needed.

Owner: Karly to install Google Translate plugin and implement sticky header dropdown (EN/IT/FR).

Marketing: Other Topics

PR & Media Placement

• Competitor Monument Labs landed a feature in Architectural Record with a story that mirrors Quarra's positioning ("robots + traditional stone craftsmanship"). lldurham flagged this as a gap — Quarra should be pursuing placements in Architectural Record, Dezeen, ArchDaily, and similar tier-1 architectural publications.
• "Coolest Thing Made in Wisconsin" competition flagged as a local PR opportunity. lldurham to forward details.

ABM Strategy Review

• lldurham has not yet reviewed the ABM plan Karly prepared (heavy proposal week — $8M proposal submitted 2026-02-12).
• Plans to review during NYC trip the week of 2026-02-17 (hotel/flight time).
• Karly's team will continue content development in parallel and adjust after lldurham's review.

Action Items

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