Quarra Stone Sales Playbook — Salesforce Implementation
Overview
As part of Quarra Stone's 2026 strategy shift toward Account-Based Marketing (ABM), marketing (Asymmetric) is formalizing the sales playbook inside Salesforce. The goal is to align marketing and sales workflows, reduce manual overhead, and give the sales team structured tools — templates, dashboards, and automated handoffs — to support outreach to a curated list of top-tier architecture, design, and builder accounts.
This article captures the agreed-upon design for the Salesforce implementation as discussed in the [1] 2026 strategy alignment call.
Lead Handoff Process
Current State
Inbound leads are reviewed manually by Ed (Lincoln Durham), who delegates based on:
- Fit — how well the lead matches a salesperson's specialty or territory
- Capacity — e.g., Steven Russo was noted as having ~78 open opportunities and should not receive additional leads
- Fairness — equitable distribution across the team
Agreed Implementation
- All new inbound leads will be assigned to Ed in Salesforce automatically upon creation
- A notification will fire to alert Ed that a new lead has arrived
- Ed retains manual control over delegation to individual sales reps
Action owner: Karly Oykhman (Asymmetric) — build the Salesforce lead-handoff workflow
Prospect Folder Automation Fix
A separate issue was identified: Salesforce is currently configured to auto-create a prospect folder when a lead is created. This behavior is incorrect — prospect folders are only needed when an opportunity is created (or a lead is converted to an opportunity).
Resolution: Ed will contact Vieth to disable automatic folder creation on lead creation, and confirm that folder generation triggers on opportunity creation only.
Action owner: Ed (Lincoln Durham) — email Vieth
Sales Playbook Formalization
Quarra Stone has an informal playbook — a conceptual sequence of outreach steps that, when applied to the right account, tends to produce results. The 2026 initiative is to memorialize this playbook in Salesforce so it can be consistently applied and measured.
Planned Components
| Component | Description |
|---|---|
| Email Templates | Pre-built templates in Salesforce for common lead types (fine art, traditional fabrication, design assist inquiries). Reps can personalize but start from a structured base. |
| If/Then Playbook Logic | Conditional sequences: if a lead is X type, follow Y outreach path. To be built out once Ed shares the playbook outline. |
| Dashboards | Per-rep views to manage open leads and opportunities; pipeline visibility for Ed to monitor capacity and delegation. |
| Internal Training | Walkthrough of how the system is intended to be used once templates and workflows are live. |
Sales Rep Autonomy
The playbook is a framework, not a rigid script. Reps retain discretion to adapt their approach based on the specific opportunity and client relationship dynamics.
Action owner: Ed — share sales playbook outline with Karly; Karly to build out Salesforce implementation
Proposal & Submittal Automation
Ed identified that the bidding process is too analog and slow. Key bottlenecks include:
- Drawing takeoffs and nesting
- Proposal writing
- Submittal packaging
Proposed Direction
- Explore Salesforce automation for proposal generation — standardized, easily adjustable templates so reps aren't rebuilding proposals from scratch each time
- Add timeline reporting to track the full cycle from proposal initiation to client delivery
- Identify which submittal forms can be templatized
Action owner: Ed — draft a proposal/submittal automation plan for Salesforce; Asymmetric to advise on implementation
ABM Integration
The sales playbook work connects directly to the broader [2] being developed for 2026. Once Quarra Stone finalizes its target account list (top-tier architecture/design firms and major builders), Asymmetric will:
- Map the playbook to those specific account types
- Build LinkedIn ad targeting to support sales outreach to named accounts
- Align email nurture sequences in Salesforce Account Engagement with the sales touchpoint cadence
Action owner: Ed — share 2026 target account list with Karly
Upcoming Salesforce Working Session
A dedicated Salesforce call was rescheduled to Friday, December 12 at 9:30 AM to accommodate the Quarra Stone Christmas party schedule. Ed plans to invite sales reps to participate so the team can surface friction points and align on how the system should be used.
Action owners:
- Karly — update calendar invite, confirm 9:30 AM time
- Ed — prep agenda, invite relevant sales reps
Related
- [3]
- [4]
- [5]