--- title: Salesforce Call — 2026-02-13 type: article created: '2026-02-13' updated: '2026-04-05' source_docs: - raw/2026-02-13-salesforce-call-quarra-122289200.md tags: - meeting - quarra - salesforce - crm - abm - marketing - integrations - opportunity-management - quaritalia - balls-quartzite layer: 2 client_source: Quarra Stone industry_context: b2b-services transferable: false --- # 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: | Track | Owner | Focus | |---|---|---| | **Design / QLab** | Estimating + QLab team | Technical feasibility, fabrication complexity, 3D model review. QLab can pass on simple jobs; estimating runs those solo. | | **Material** | Sales + team | Material sourcing, competitiveness, whether the specified material is one Quarra can win on. | | **Cost** | Estimating | Initial high-level cost and profitability analysis, informed by the two tracks above. | 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 | Integration | Status | Notes | |---|---|---| | **Microsoft Teams** | ✅ Approved, free | Karly emailed Abby (Salesforce AE) for setup info; Abby responded with an order form. Karly coordinating. | | **LinkedIn** | ⛔ Blocked | Requires Sales Navigator (~$100/seat). Quarra does not currently have it. Integration is free once Sales Navigator is active. | | **Microsoft Outlook** | 🔄 Self-service pending | lldurham to attempt setup using the guide Karly sent, document any issues, then schedule a group training session with the team. | --- ## 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 | Item | Owner | Status | |---|---|---| | Review ABM strategy; send feedback to Karly | lldurham | 🔲 Pending — NYC trip week | | Draft Ball's Quartzite Shingle System ABM content; prep email blast | Karly | 🔲 In progress | | Email Karly additional Ball's Quartzite shingle photos | lldurham | 🔲 Pending | | Contact Yellowstone Club architect re: NDA/photo usage; if approved, send photos to Karly | lldurham | 🔲 Pending | | Install Google Translate plugin; add sticky header dropdown (EN/IT/FR) to Quaritalia site | Karly | 🔲 Pending | | Follow up with Quaritalia Italy team on content deadline (Wed EOD) | lldurham / Karly | 🔲 Pending | | Set up Outlook integration; document issues; schedule group training with Karly | lldurham | 🔲 Pending | | Coordinate Teams integration setup with Abby (Salesforce AE) | Karly | 🔲 In progress | | Advance prospect folder automation with Vee/Vieth | lldurham | 🔲 Pending | | Review opportunity evaluation doc with Dennis (executive coach); send notes to Karly | lldurham | 🔲 Pending | | Update opportunity evaluation doc: move Closed-Lost guidance to top | Karly | 🔲 Pending | | Schedule 3–4h alignment session with Mark, Dennis, and Karly | lldurham | 🔲 Pending | --- ## Related - [[wiki/clients/current/quarra/_index]] - [[wiki/clients/current/quarra/quaritalia]] - [[wiki/knowledge/salesforce/opportunity-evaluation-workflow]] - [[wiki/knowledge/salesforce/integrations]] - [[wiki/knowledge/marketing/abm-strategy]]