--- title: Salesforce Call — Quarra/Asymmetric Dec 2025 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-12-12-salesforce-call-108366930.md tags: - meeting - salesforce - crm - marketing - seo - content-strategy - design-assist - vieth-integration - quarra - quarra-italia - asymmetric - email-automation - slip-resistance - travertine - sales-process - business-development - kuwait - norman-foster layer: 2 client_source: Quarra Stone industry_context: b2b-services transferable: false --- # Salesforce Call — Quarra/Asymmetric Dec 2025 ## Overview Working session between Lincoln Durham (Quarra) and the Asymmetric team (Mark Hope, Karly Oykhman, Avoke Onorimuo) covering Salesforce data quality improvements, a redesigned opportunity approval workflow, Vieth integration scoping, a "Design Assist" service rebrand, a new slip-resistance content strategy, an EU payment issue, and a major Quarra Italia pipeline update. **Date:** December 2025 **Attendees:** - Lincoln Durham — Quarra Stone (external) - Mark Hope — Asymmetric - Karly Oykhman — Asymmetric - Avokerie Onorimuo — Asymmetric --- ## Key Decisions 1. **Lead Source → required field.** The existing dropdown is too generic; Lincoln will supply a revised list. Karly to make the field required immediately and add a tooltip to `Primary Campaign Source` explaining its purpose. 2. **"Professional Stone Consulting" → "Design Assist".** Keyword research confirmed "Professional Stone Consulting" has zero search volume; "Design Assist" has growing volume and zero keyword difficulty. The website service page will be renamed and rewritten. Copy should frame the service as a collaborative tool, not a challenge to a designer's creative authority. 3. **Opportunity approval workflow redesigned.** Lincoln no longer wants to be a bottleneck on opportunity *creation*. New flow: reps create opportunities freely → gather information → approval gate before advancing to "Pursuit" stage. A qualifier milestone will check alignment with 2026 goals. 4. **Vieth integration is go.** Vieth confirmed feasibility of auto-creating project folders on opportunity creation (and again on Closed Won). Asymmetric will use a Node.js middleware function making API calls to both Salesforce and Vieth. Scoping call to be scheduled for the following week. 5. **Slip-resistance content: start as blog post.** Target both "slip resistance" and "coefficient of friction" to capture different audience segments (architects vs. physics-adjacent searches). If the post gains traction, promote it to a permanent service page. --- ## Action Items ### Lincoln (lldurham@quarrastone.com) - [ ] Send Karly/Mark the revised `Lead Source` dropdown list and Task option changes - [ ] Share draft lookbooks (company overview, Design Assist, Travertine) with Karly and Mark - [ ] Confirm whether Quarra Italia can pay Asymmetric in USD; if not, Asymmetric will open a Euro account - [ ] Email Karly the whiteboard screenshot of the sales process flow - [ ] Discuss Matthew's project with Jim next week (Jim traveling to Italy Saturday) - [ ] Prep internally for next call re: Salesforce sales process and approval workflow - [ ] Rename website service page to "Design Assist" and rewrite copy ### Karly Oykhman - [ ] Make `Lead Source` a required field in Salesforce (today) - [ ] Add tooltip to `Primary Campaign Source` field - [ ] Build 1–2 email automation templates using existing Word doc copy; send to Lincoln for direct review - [ ] Create "Design Assist" landing page - [ ] Create Falls Quartzite landing page - [ ] Research semantically similar keywords for "Design Assist" - [ ] Email Jason re: Old World LTL shipment — pack 4 pallets; cost is weight-based, no issue ### Mark Hope - [ ] Research keyword intent for "slip resistance" / "coefficient of friction"; draft blog post outline ### All - [ ] Schedule Vieth integration scoping call for next week (Lincoln, Mark, Karly + Vieth contact) - [ ] Carry Salesforce sales process / approval workflow discussion to next call --- ## Topic Notes ### Salesforce: Lead Source Field The current dropdown contains options irrelevant to Quarra's actual lead sources, so reps skip it. Fix: make it required, trim the list to relevant options (Lincoln to supply), and add a `Primary Campaign Source` tooltip explaining that this field captures the specific campaign within the selected lead source (e.g., which Google Ads campaign). CallRail for phone call attribution was discussed as a future addition (January timeframe). ### Salesforce: Opportunity Approval Workflow Current state: Lincoln must approve opportunity creation, creating a bottleneck. Desired state: 1. Rep creates opportunity immediately upon identifying a prospect 2. Rep gathers required information (information-gathering stage) 3. **Approval gate** — opportunity cannot advance to "Pursuit" without Lincoln's sign-off 4. Qualifier milestone checks alignment with 2026 strategic goals Lincoln confirmed the draft workflow Karly had prepared was directionally correct. Full detailed discussion deferred to next call. ### Vieth Integration Goal: when a Salesforce opportunity is created (and again when Closed Won), automatically create the corresponding project folder structure in Vieth. Technical approach: a Node.js function acts as middleware, receiving a Salesforce webhook and making an API call to Vieth. Permissions scoping is the main open question — to be resolved on the upcoming three-way call. ### Marketing: Email Automations & Lookbooks Quarra is developing PDF lookbooks in InDesign (self-guided, no presenter required): - **General company overview** — who Quarra is, full service breadth - **Design Assist** — service-specific - **Travertine** — capitalizing on high demand for Italian Roman Travertine Each lookbook will anchor a targeted email campaign to architecture firms, landscape architects, and builders. Asymmetric will build initial email templates from existing copy and send directly to Lincoln for review (skipping the Word doc round-trip). ### Marketing: "Design Assist" Rebrand > *"Professional Stone Consulting has zero search volume. Design Assist is growing and has zero keyword difficulty — that's opportunity."* — Mark Hope Keyword trajectory for "Design Assist" shows consistent growth over the past five years. Page rewrite should: - Incorporate semantically similar keywords (Karly to research) - Position the service as a collaborative enhancement to the designer's process, not a critique of their expertise or a line item competing with their fee ### Marketing: Slip Resistance Content Norman Foster's London office raised slip resistance as their highest-risk category (lawsuit exposure). This is a solvable, high-value problem Quarra can own in search. Key terms: - **"Slip resistance"** — lower volume, more specific, likely higher purchase intent - **"Coefficient of friction"** — higher volume, but significant physics-student noise; intent research needed Plan: Mark drafts a blog post using both terms. If it gains traction, convert to a permanent service page. Content angle: explain the problem (finishes, wet conditions, liability), then present solutions (thermal, sandblast, and other coarse finishes for exterior/high-traffic applications). ### Admin: Old World Pallet Count Order was finalized for 5 pallets; Jason packed 4. Resolution: proceed as-is. LTL freight is priced by weight, not pallet count, so cost is unaffected and the carrier won't be short on space. ### Admin: EU Payment Issue US Bank eliminated multi-currency accounts due to federal regulatory changes, causing a recent Quarra Italia payment to bounce. Options: 1. Quarra Italia pays in USD (Lincoln to check feasibility) 2. Asymmetric opens a Euro-denominated account Lincoln emailed Quarra Italia at end of call to ask about USD payment capability. ### Pipeline: Quarra Italia — Kuwait Airport Terminal Quarra Italia is in advanced discussions on a ~**$3M contract** for a private airport terminal for the Sultan/Crown Prince of Kuwait, driven by their relationship with **Norman Foster's London office**. Scope includes gold-leafed travertine cladding, travertine flooring, and a natural rock feature wall. For context, Quarra Italia's typical annual revenue pre-acquisition was ~$3M — this single project would effectively double a normal year. --- ## Related - [[wiki/clients/current/quarra/_index]] - [[wiki/clients/current/quarra/quarra-italia]] - [[wiki/projects/vieth-salesforce-integration]] - [[wiki/knowledge/seo/design-assist-keyword-research]] - [[wiki/knowledge/content/slip-resistance-strategy]]