FinWellU Salesforce Integration
Overview
The [1] FWDR/FinWellU website requires a CRM integration to automate lead creation and event history tracking from workshop signups. The integration targets GVA's Salesforce instance (not NLP's own), with internal technical expertise at GVA expected to finalize the connection once Asymmetric gets it close enough to hand off.
The primary business purpose is re-engagement marketing: harvesting attendee data so that when a presenter returns to a company, they can notify prior attendees. This is explicitly not for cold solicitation — NLP makes a commitment to HR partners that registrant data will only be used for workshop-related communications.
Current State (Pre-Integration)
- Signup data lives in WordPress; reps must manually request counts from John Jonas
- No automated roster delivery; John manually checks a counter and relays numbers to advisors
- Process does not scale as the advisor network grows beyond the current NLP team
Target Integration Architecture
Salesforce Data Model (GVA Instance)
GVA's Salesforce organizes records as:
| Object | Description |
|---|---|
| Company | Top-level account (e.g., Marquette University) |
| Clients | Existing clients tied to a company |
| Leads | New registrants with no prior record |
| Contacts | HR professionals and company-side contacts |
Desired Sync Behavior
When a user registers for a workshop on finwellu.com:
- Match check — Query Salesforce by email address
- If match found — Log event attendance/signup against the existing record (client, lead, or contact)
- If no match — Create a new Lead record under the associated Company
This enables advisors to target prior attendees for future sessions at the same company without manual data extraction.
Phased Approach
Phase 1 — Launch Reporting (Short-Term)
Deliver a lightweight reporting mechanism ready for the Feb 2 soft launch. Minimum viable data per signup:
- Name
- Email address
- Attendance type (in-person or virtual)
Candidate solutions under evaluation:
- Automated email report on a scheduled cadence (e.g., weekly + 7 days before event + 40 hours before event)
- Zapier/Make zap pushing signups to a shared Google Sheet
- Company-level admin login in WordPress so the relevant advisor or HR contact can self-serve roster data
Note: The launch priority is the public-facing user experience. Backend reporting is explicitly deprioritized for Feb 2 but must be resolved shortly after.
Phase 2 — Full Salesforce Integration (Long-Term)
- Asymmetric builds the WordPress → Salesforce connector to a handoff-ready state
- GVA's CEO (James), who has deep Salesforce/coding expertise, finalizes the integration on the GVA side
- Reps across the GVA network gain Salesforce access to view event history and attendee records per company
Notification & Access Design
What reps need
- Visibility into signup counts and rosters per event, without requiring WordPress admin access
- No desire for per-signup email notifications (volume too high — some events reach 130+ signups)
- Preference: a report delivered on a schedule, or a self-serve view tied to their company relationships
Reply-to / Email Routing
- Confirmation emails sent from the finwellu.com domain (not "Next Level" branding)
- Reply-to address strategy (centralized FWDR inbox vs. rep-specific) is TBD — Peter Tourville to consult Paul and confirm
Notification Triggers (Confirmed)
- Event created → notify relevant admin/rep
- Per-signup notifications → not needed at scale; roster report preferred instead
In-Person Capacity Controls
In-person events must include a signup counter with a hard cap to prevent overbooking. When capacity is reached:
- Close in-person registration
- Optionally offer virtual attendance as overflow (analogous to adding concert dates when a venue sells out)
Room capacity is coordinated with the local point of contact per event.
Key Contacts
| Person | Role | Relevance |
|---|---|---|
| John Jonas | NLP — Operations | Day-to-day reporting needs; Salesforce data model knowledge |
| Peter Tourville | NLP — Principal | Integration strategy; GVA relationship owner |
| James (GVA) | GVA CEO | Salesforce/tech lead; will finalize integration on GVA side |
| Paul (NLP) | NLP — Rep | Reply-to email strategy decision-maker |
| Karly Oykhman | Asymmetric | Implementation owner |
Open Items
- [ ] Karly to investigate automated reporting options (email schedule, Zapier/Google Sheets, or company-level WP admin) and propose solution before launch
- [ ] Peter to consult Paul on reply-to email strategy (centralized vs. rep-specific); confirm to Karly
- [ ] Asymmetric to scope and build WordPress → Salesforce connector to handoff-ready state
- [ ] GVA (James) to finalize Salesforce integration once connector is delivered
- [ ] Implement in-person capacity counters on all in-person event registrations
Related
- [1]
- [2]
- [3]
- [4]