Quarra Stone Salesforce Lead Segmentation & Field Cleanup

Overview

Effective email nurturing via Pardot/Account Engagement depends on clean, consistent segmentation data in Salesforce. As of the October 2025 marketing sync, Quarra Stone's lead records contained an outdated Industry field with values too generic to be useful (effectively everything mapped to "construction"), alongside newer, more specific fields that were not yet mandatory. The agreed fix: hide the old field and enforce three key fields as required on all lead records.

The Problem

The legacy Industry field was a standard Salesforce field with values irrelevant to Quarra Stone's actual market segments (e.g., "Construction" applied to virtually everything).
Two newer, more granular fields — Industry Segment and Business Channel — existed but were optional, leading to inconsistent population.
Incomplete segmentation data makes it impossible to route leads into the correct Pardot nurture flows (Traditional Fab, Digital Fab, Fine Art).

"The only one in there is construction for everything that we do basically so it's hyper irrelevant." — Lincoln Durham

Agreed Changes

1. Hide the Legacy `Industry` Field

Hide Industry from all Salesforce page layouts so it is no longer visible or editable by the sales team.
The underlying data is preserved in the background; it is simply not surfaced going forward.
This prevents further pollution of the field while avoiding a destructive data change.

2. Make Three Fields Mandatory

Field	Rationale
`Industry Segment`	Primary segmentation dimension for email campaign routing
`Business Channel`	Secondary segmentation; combined with Industry Segment covers needed specificity
`Primary Material Type`	Relevant even at the lead stage; editable later if it changes

Making these required means:
- Any new lead record must have all three populated before saving.
- Any existing record that is edited cannot be saved without filling in the missing values — this creates a natural backfill as the team works their pipeline.

3. Verify Lead-to-Contact Conversion Mapping

When a lead converts to a contact, the required field values must carry over correctly. Karly to verify that Industry Segment, Business Channel, and Primary Material Type are mapped in the lead conversion field mapping settings.

Connection to Email Nurturing

These fields are the segmentation backbone for the Pardot e-guide nurture flows. When a prospect downloads an e-guide via a Google Ads landing page, they are automatically enrolled in the flow matching their segment. Without reliable field data, leads cannot be routed accurately.

Implementation Notes

Who: Karly Oykhman (Asymmetric) to make the Salesforce configuration changes.
Communication: Sales team should be informed of the new required fields and why they matter for their lead follow-up experience.
Future enhancement: Once prospect scoring is developed, it can be layered into segmentation logic without requiring structural changes to these fields.
Geolocation: Global location data (US + Europe + opportunistic Middle East) was flagged as a future segmentation dimension but is not part of this immediate cleanup.

Action Items

[ ] Hide Industry field from Salesforce lead page layouts (@Karly Oykhman)
[ ] Make Industry Segment, Business Channel, and Primary Material Type required on lead records (@Karly Oykhman)
[ ] Verify lead-to-contact conversion field mapping for all three required fields (@Karly Oykhman)
[ ] Communicate field changes to Quarra Stone sales team (@Lincoln Durham)