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.
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.
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.
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.
Before any automation is built, Karly needs to map Cordwainer's current workflows in detail. The dedicated call should cover:
From this mapping, Karly will identify which automations to build first and in what order.
| 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 |