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
The refined workflow has four sequential phases:
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.
Converting a prospect to an Opportunity triggers the parallel evaluation and spins up a dedicated Teams channel for the opportunity.
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.
Lincoln, Alex, Jim (sales/DA leadership) receive the consolidated findings and the auto-calculated fit score, then make the final go/no-go call.
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.)
| Integration | Status | Notes |
|---|---|---|
| Microsoft Teams | ✅ Approved, free | Karly emailed Abby (Salesforce AE) for setup info; Abby responded with an order form. Karly coordinating. |
| ⛔ 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. |
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.
Owner: Karly to install Google Translate plugin and implement sticky header dropdown (EN/IT/FR).
| 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 |