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
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
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.
| 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.
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.
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.
| 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 |
Three entry points defined:
| Integration | Status | Notes |
|---|---|---|
| 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 |
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.