--- title: Salesforce Lead-to-Opportunity Workflow type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-06-salesforce-call-120419343.md tags: - salesforce - crm - quarra-stone - sales-workflow - lead-management - pardot - integrations - microsoft-teams - linkedin - outlook - sales-playbook - opportunity-scoring - automation layer: 2 client_source: Quarra Stone industry_context: b2b-services transferable: false --- # Salesforce Lead-to-Opportunity Workflow ## Overview Working session between Asymmetric (Karly Oykhman, Mark Hope) and Lincoln Durham (Quarra Stone) to define the Salesforce lead-to-opportunity workflow. The session covered lead intake channels, manual assignment logic, an automated task playbook, two-tier scoring, and a suite of integrations. This work is part of a broader initiative to build systems that support Quarra Stone's growth from an $8–12M to a $20–30M company. **Attendees:** - Lincoln Durham / lldurham (Quarra Stone) - Karly Oykhman (Asymmetric) - Mark Hope (Asymmetric) - Avokerie Onorimuo (Asymmetric) **Follow-up call scheduled:** Wednesday, Feb 11 — 11 AM Karly's time / 10 AM lldurham's time --- ## Key Decisions ### 1. Manual Lead Assignment (No Round-Robin) New leads will **not** be auto-assigned to a sales rep. Instead, a notification (email + Microsoft Teams) will be sent to lldurham, who will manually assign based on rep expertise (e.g., fine art specialization) and current bandwidth. > *"Billy Bob is better at fine art than Jane… it comes in and you kind of go, who's going to be able to handle the conversation."* — lldurham ### 2. Automated Sales Playbook via Task Sequences Once a lead is assigned, Salesforce will automatically create a sequential task list guiding the rep through the sales process (e.g., "Do research," "Make initial contact"). Reps retain autonomy over execution; the system enforces structure without prescribing exact messaging. The BD playbook lldurham's father developed will serve as the foundation. Karly will share a reference playbook document from a comparable client engagement. ### 3. Two-Tier Scoring System | Tier | Tool | Type | Basis | |---|---|---|---| | Lead Scoring | Pardot | Automated | Marketing engagement (website visits, email opens, campaign source) | | Opportunity Scoring | Salesforce | Manual | Project fit matrix (timeline, complexity, ideal client/project criteria) | lldurham's existing qualifier matrix (developed with executive coach Dennis) will be incorporated into the opportunity-level scoring in Salesforce. ### 4. Salesforce as Single Source of Truth for Communications Goal is to centralize all project correspondence in Salesforce by integrating: - **Outlook** — email logging to opportunity/project records - **Microsoft Teams** — chat and meeting integration (Karly to research native connector) This eliminates scattered communication across email, group texts, and Teams channels. ### 5. Project Object Deprioritized (For Now) The Project object is installed but not ready for team use. PMs are currently using the Opportunity object to assign tasks to estimating. Decision: **complete the lead-to-opportunity workflow first**, then revisit Project object development. --- ## Action Items | Owner | Item | Status | |---|---|---| | lldurham | Send Karly screenshots of lead fields/sections to hide on the Opportunity object | ☐ Open | | lldurham | Finalize task subject dropdown list for consistent reporting | ☐ Open | | lldurham | Install and test Outlook integration (instructions already sent by Karly) | ☐ Open | | lldurham | Discuss ZoomInfo with Tom | ☐ Open | | lldurham | Align with Mark and Dennis on sales workflow development | ☐ Open | | Karly | Share reference sales playbook document (anonymized from comparable client) | ☐ Open | | Karly | Install LinkedIn Sales Navigator integration in Salesforce | ☐ Open | | Karly | Research and report back on Microsoft Teams ↔ Salesforce native integration | ☐ Open | | Karly | Implement lead assignment notification to lldurham (email + Teams) | ☐ Open | | Karly | Implement overdue task email alerts to task owners | ☐ Open | --- ## Workflow Detail ### Lead Intake Channels Three entry points defined: 1. **Strategy Leads** — Sourced by Asymmetric or from purchased lists; initially assigned to Asymmetric team, handed to reps when warm. UTM parameters captured for attribution. 2. **Past Job / Referrals** — Existing contacts referring new contacts; skip lead creation if referrer is already an account/contact. 3. **Direct Leads** — Inbound form fills or phone calls; treated as high-intent and routed with priority handling. ### Lead Processing Steps 1. Lead created (manually or via form automation) with required fields: industry type, lead source, and others TBD. 2. **Lead enrichment** — additional fields populated; LinkedIn integration surfaces profile for research. 3. **Notification sent to lldurham** for manual rep assignment. 4. **Automated task playbook triggered** on assignment — sequential tasks created per the BD playbook. 5. **Escalation** — overdue tasks trigger email alerts to the task owner; lldurham also notified for accountability. 6. Lead converted to **Opportunity** when a project scope/pricing request is received. ### Opportunity Conversion - Prospect folder/number generated at the **Opportunity stage** (not lead stage) — this is when a "home" for project files is needed. - Opportunity object includes project address field (carries forward to Project object when ready). --- ## Integrations Discussed | Integration | Status | Notes | |---|---|---| | **LinkedIn** | Planned — Karly to install | Free integration; surfaces LinkedIn profile card within Salesforce record; enables follow/message from SF | | **Outlook** | Pending lldurham self-install | Instructions sent; logs email correspondence to SF records; critical for project history | | **Microsoft Teams** | Under investigation | Native integration confirmed possible; Karly to research depth of functionality | | **Google Maps** | Planned | Shows firm/contact location (not project site) on lead/contact record; useful for sales trip planning | | **ZoomInfo** | Under consideration | lldurham to discuss with Tom; used as lead/contact data enrichment; not cheap | | **Smartsheet** | Mentioned, not scoped | Salesforce connector exists; relevant to future production scheduling visibility | --- ## Strategic Context lldurham is building toward a **strategic, targeted sales model** — fewer, higher-value engagements rather than high-volume outreach. The goal is to improve hit rates and ensure production capacity is allocated to the right project types and value tiers. > *"Rather than just meeting with people as much as we can, let's develop systems that allow us to be a lot more strategic so that I'm doing five [calls], but those five are high value… and my hit rate is not 13–15%, it's 50 or higher."* — lldurham Executive coach Dennis is also working with lldurham on sales systems (qualifier matrix, weekly sales reporting). Alignment between Asymmetric, lldurham, Mark, and Dennis is needed before further workflow development. --- ## Related - [[clients/current/quarra/_index]] - [[clients/current/quarra/salesforce-project-object]]