---
title: Cordwainer CRM Automation Roadmap — Elder Mark/Further
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-02-24-cordwainer-team-workplan-meeting-124876817.md
tags:
- crm
- automation
- cordwainer
- elder-mark
- nurture-campaigns
- email-automation
- operational-efficiency
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Cordwainer CRM Automation Roadmap — Elder Mark/Further

## Overview

Following the post-launch workplan meeting, Asymmetric and Cordwainer agreed to pursue a dedicated CRM automation initiative inside Elder Mark and Further. The goal is to systematize and scale the personalized prospect outreach that Erica Lathrop currently handles manually — reducing her administrative burden while maintaining the warmth and continuity that characterizes Cordwainer's relationship-driven sales process.

Karly Oykhman (Asymmetric) will lead this workstream. A dedicated deep-dive call with Erica is the immediate next step before any automation is built.

---

## Current State

- Erica manages prospect nurturing personally and manually — follow-up emails, tour follow-ups, waitlist communications.
- Karly has done an initial orientation pass inside both Elder Mark and Further to understand how the systems are currently configured and used.
- No automations are in place yet. The CRM is being used primarily as a contact database and manual task tracker.

---

## Automation Opportunities Identified

### 1. Automated Nurture Campaigns

**Trigger:** A prospect submits a tour request form or otherwise engages with the website.

**Sequence:** A series of timed emails that continue the conversation after the initial touchpoint — e.g.:
- Day 7 post-tour: follow-up email with additional information or a relevant article
- Day 14: another touchpoint with a call to action (e.g., schedule a second visit)
- Day 21+: continued nurture content

Each email should function as a "chapter" in a story — building familiarity and trust incrementally, with a clear call to action at each step.

**Why it matters:** Erica already does this manually. Automation preserves the cadence without requiring her to track and execute each step individually.

### 2. Automated CRM Field Updates

**Trigger:** A prospect takes a tracked action (opens an email, submits a form, clicks a link, etc.).

**Action:** Automatically update relevant CRM fields — e.g., pipeline stage, last engagement date, contact status.

**Why it matters:** Keeping contact records current is time-consuming when done page-by-page. Automated field updates ensure the CRM reflects reality without manual data entry, making reporting and prioritization more reliable.

### 3. Waitlist Newsletter Automation

**Current process:** Erica creates a monthly newsletter for prospects on the waitlist — people who are interested in Cordwainer but not yet ready to move. She distributes it manually.

**Proposed automation:** Once Erica creates the newsletter content, the distribution is handled automatically to the waitlist segment maintained in the CRM.

**Why it matters:** The newsletter itself is high-value relationship maintenance. Automating distribution removes a recurring manual step and ensures consistent delivery.

---

## Process for the Deep-Dive Call

Before any automation is built, Karly needs to map Cordwainer's current workflows in detail. The dedicated call should cover:

1. **How prospects currently enter the CRM** — form submissions, phone calls, referrals, etc.
2. **How contacts are categorized** — prospect vs. current resident vs. waitlist vs. past inquiry
3. **What manual steps Erica takes at each stage** — what she sends, when, and why
4. **What triggers currently exist (if any)** in Elder Mark or Further
5. **Where the biggest time sinks are** — what Erica most wants off her plate

From this mapping, Karly will identify which automations to build first and in what order.

---

## Key Contacts

| Name | Role | Notes |
|---|---|---|
| Erica Lathrop | Director of Community Relations, Cordwainer | Primary CRM user; manages all prospect outreach |
| Karly Oykhman | Account Manager, Asymmetric | Leading CRM automation workstream |
| Bodo Liesenfeld | Owner/Investor, Cordwainer | Wants to join initial deep-dive call |

---

## Next Steps

- [ ] Bodo to email Karly to schedule the CRM deep-dive call; include Erica, Bodo, Melissa, and Sebastian for the first session
- [ ] Karly to prepare a current-state map of Elder Mark/Further configuration before the call
- [ ] Deep-dive call: map Erica's manual workflows and identify automation entry points
- [ ] Karly to propose a phased automation build plan following the call

---

## Related

- [[clients/cordwainer/index]]
- [[knowledge/crm-automation/nurture-campaign-best-practices]]
- [[knowledge/seo/cordwainer-seo-workplan]]