3Sales Pipelines
6Custom Forms
20+Automated Emails
6Team Members Wired
The Challenge
Marisa Foods had an established two-rep sales team but no system behind them. New wholesale leads had no consistent intake or routing, existing accounts had no structured monthly review cycle, and dormant accounts sat untouched with no win-back process.
The team needed a system that sent the right emails automatically, routed leads to the right rep, and let them focus on calling — not chasing paperwork.
What I Built
Pipeline 1: Wholesale New Business (9 Stages)
- Lead intake form with 3-branch conditional email routing based on interest selection: product info, sample request, or distributor inquiry
- Instant internal notifications to Don, Marisa, and Cory on every submission with full lead name, business, phone, and selection
- Pre-qualification form with a rep-submitted hidden field so Don can complete it verbally on a call without triggering duplicate emails to the customer
- Qualified welcome automation: all 4 onboarding links sent in one email, New Customer Packet PDF attached, Vince's personal welcome video embedded
- Internal sample workflow: Don or Marisa submit the form, routes to Michael for fulfillment, cross-pipeline stage slide fires automatically on delivery confirmation
- Order Placed stage enrolls the account in weekly nurture and fires Vince's first-order thank-you video with zero manual effort
Pipeline 2: Existing Account Growth (6 Stages)
- Monthly automated reminder fires to the assigned rep for every active account, with a structured 10-step account review checklist included
- Expansion opportunity tracking with rep prep checklist automation firing before any customer contact is made
- No Answer sub-stage sends an automated "we have something for you" email to the customer automatically
- Expansion orders auto-loop the account back to Stage 1 for the next monthly cycle with no manual reset
Pipeline 3: Win Back Dormant Accounts (7 Stages)
- Monthly "we miss you" sequence starts automatically once a dormant account is loaded into the pipeline
- No Answer sub-stage fires the 15% first-order-back discount email automatically
- Reactivated accounts auto-move into the Existing Account Growth pipeline at Stage 1 with no manual action required
- Objection reasons logged in the CRM against every dormant contact for future marketing segmentation
Internal Sample Orders Pipeline
- Separate internal pipeline for Michael's fulfillment queue — customers never see or interact with it
- Don or Marisa submit the internal form, and a record is created in Michael's queue automatically
- Michael submits the fulfillment form when done, the main pipeline auto-slides to Sample Sent/Fulfilled and both reps are notified
- All sample history stored permanently on the contact record for future marketing use
Results
Instant lead responsePersonalized emails go out within seconds of form submission, 24/7, before any rep touches the record.
Zero manual onboardingQualified leads receive all 4 onboarding links, the PDF, and Vince's welcome video in a single automated email.
Fulfillment runs itselfMichael's sample queue operates independently. Don and Marisa are notified the moment a sample ships.
Full team visibilityEvery lead, account, and interaction is visible to the full team in one place.
3Pipelines Built
14Holiday Sequences
56Automated Emails Per Customer Per Year
2Locations Routed
The Challenge
Santa Fe's catering business ran almost entirely on phone calls with no consistent intake process across two locations. Orders were taken by hand, deposits were not systematically collected, and customers who catered one event were rarely brought back for the following year. The deli had no email list from ad traffic.
Santa Fe needed a system to handle catering intake from two locations simultaneously, route orders to the right team, and automatically re-engage customers before every major holiday and event anniversary.
What I Built
Catering Pipeline: Long Beach + Seal Beach (8 Stages Each)
- Single catering inquiry form with a required location selector. Routes to Long Beach team (Bill, Argelia, Vince) or Seal Beach team (Jack, Vince) based on the customer's selection
- Thank-you email with the catering menu PDF fires to the customer immediately on form submission, before any staff picks up the phone
- Staff opens the GHL Staff Order Form during the call. Full menu pre-loaded in a dropdown with prices that auto-fill. Grand total, tax, and 50% deposit for orders over $150 calculate in real time
- Order confirmed email fires to the customer with the full order summary pulled automatically from the staff form — this is their receipt
- Deposit payment link fires automatically for orders over $150. Deposit confirmation fires when payment clears, with remaining balance and pickup details included
- Pickup ready email fires with confirmed time and location address when the order is prepped
- Thank-you email fires on pickup, then the full ongoing nurture sequence begins automatically
14-Holiday Nurture: 56 Automated Emails Per Customer Per Year
- Every completed catering customer is enrolled in holiday reminder sequences for 14 events: Thanksgiving, Christmas, New Year's Eve, New Year's Day, Valentine's Day, Easter, Mother's Day, Father's Day, Fourth of July, Halloween, Super Bowl, Cinco de Mayo, Memorial Day, Labor Day
- 4 emails per holiday at 2 months, 1 month, 3 weeks, and 2 weeks before each date — 56 total per customer per year with zero manual scheduling
- 4 reusable email templates with the holiday name swapped in dynamically, keeping design consistent across the year
Anniversary Reorder Reminder
The event date from every completed order is stored as a custom field. One month before that same date the following year, an automated reorder reminder fires to the customer. This single automation re-engages the highest-intent repeat buyers at exactly the right moment with no manual work from the team.
Deli General Pipeline + Lead Capture
- Short lead capture form for ad traffic: name, email, and interest selector
- Welcome email fires immediately with both location addresses, deli menu link, catering PDF, and Instagram handle
- Leads enter the ongoing eBlast series automatically: weekly specials, seasonal menus, holiday hours, catering inspiration
- Any lead who clicks a catering link in any email auto-enters the Santa Fe Catering pipeline. Both email streams continue running simultaneously.
Results
Standardized order takingAll staff take orders using the same system. No missed items, no manual math, no paper slips.
Deposits collected automaticallyPayment links fire without staff chasing. Deposit confirmation sends the moment payment clears.
56 touchpoints per customer per yearEvery catering customer receives timed holiday reminders year-round, automatically.
Email list growing from adsThe deli now captures and nurtures leads from ad traffic into an ongoing marketing sequence.
2Parallel Pipelines
2Channels: B2B + B2C
20+Automated Emails
4Zapier Triggers Built
The Challenge
XLNT Foods serves two completely different buyer types: wholesale distributors and grocery chains on the B2B side, and direct consumers through their Squarespace store on the B2C side. Neither channel had structured follow-up. B2B leads were not scored or routed by account size. Consumer leads who added to cart and left received no recovery sequence at all.
XLNT needed two automation systems running simultaneously on completely separate logic: a scored B2B pipeline with rep-based routing, and a fully integrated B2C sequence tied to their Squarespace store.
What I Built
XLNT Wholesale B2B Pipeline (7 Stages + Automatic Lead Scoring)
- Lead scoring fires on form submission based on store count: under 100 stores = Silver Lead, routes to Marisa; 100+ stores = Gold Lead, routes to Don with same-day call flag. Both CC Vince automatically.
- Two emails fire immediately on lead capture: a product education overview and a brand and distributor overview, with the assigned rep named in the content
- Stage 3 splits into two simultaneous tracks: Tamales (distributor wholesale) and Steamer Program. A single lead can be active in both tracks at the same time.
- Tamales Track fires a welcome email with owner video embedded and a feedback form for the buyer to respond
- Steamer Track fires a dedicated email with the steamer purchase link, landing page, and 2-4 week lead time information
- Unqualified leads receive a warm email listing possible reasons for the non-fit, then enter a 60-90 day light nurture with a 90-day rep check-back task created automatically
XLNT Consumer B2C Pipeline (7 Stages + Squarespace Integration)
- Facebook ad leads fill a short capture form, welcome email fires immediately with product info and shop link, person lands on the Squarespace store
- Abandoned cart detected via Squarespace Commerce Advanced and Zapier. 3 timed recovery emails at 1 hour, 24 hours, and 72 hours. The sequence stops immediately when a purchase is completed.
- Squarespace order placed fires a separate warm GHL thank-you email with a chili con carne upsell, distinct from Squarespace's own order confirmation
- 45-day post-purchase sequence: Day 7 serving tips plus upsell, Day 14 reorder reminder, Day 30 chili spotlight, Day 45 family thank-you with review request and social follow prompt
- Never Purchased track for email captures who never bought: Day 7 and Day 21 re-engagement emails. Contact auto-moves to Order Placed the moment they purchase.
4 Zapier Triggers Connecting Squarespace to the Automation System
- Trigger 1: Lead form capture creates a contact and fires the welcome email
- Trigger 2: Squarespace order placed moves contact to Order Placed and fires the GHL thank-you email
- Trigger 3: Squarespace order shipped moves contact to Order Delivered and fires the delivery check-in email
- Trigger 4: Abandoned cart detected moves contact to Abandoned Cart and starts the 3-email recovery sequence
Results
Smart routing from day oneGold and Silver leads are routed to the right rep at the right urgency level before anyone picks up the phone.
Abandoned cart recovery on autopilotWarm buyers who leave without purchasing receive 3 timed emails. The sequence stops the moment they buy.
45-day post-purchase sequenceEvery customer who orders receives serving tips, upsell prompts, and review requests automatically.
Two channels, one systemB2B wholesale and B2C consumer run simultaneously on separate logic inside a single automation platform.
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