Accelerize 360 × AmaWaterways  ·  Phased Roadmap

Phased Roadmap — What Unlocks What

Ordered by dependency, not calendar. Phase 0 clears the ground, Phase 1 ships the flagship on it, Phase 2 extends the pattern. Durations are indicative for planning, not commitments. Color = owning function; marks call out flagships, prerequisites, gates, and drop-candidates.

Reservations / PRC Sales / Trade Digital Marketing Operations Data & Platform Foundation
Phase 08 weeks
Foundational tech cleanup
Kill the black boxes, lock down the platform, get the current state humming.
AMS-130Lead routing to Salesforce (kill Lead Engine) — convert .NET routing rules into a native Salesforce lead process
Snowflake to Data Cloud (kill SFDC) — convert .NET delta/transform logic to Snowflake gold tables feeding the activation layer
AMS-24Security model cleanup & lockdown — audit + healthcheck; scope data exports to a rep's own book
Prereq for Book of Business
CRM duplicate identification & merge — clean up dupes created by the SFDC integration era
Marketing enablement on DC segmentation — paid-media segments (look-alikes) + email-engagement segments on data they already have
Distributed Marketing fixes — enable Trade to run their own on-brand campaigns (5k/day cap, templates)
AMS-124DC new field: land package flags — pre/post-land Y/N field; data already arrives in Seaware ingestion, only the SF-side mapping outstanding (1 pt, in August sprint)
AMS-65AMPScript subject-line evaluation — re-evaluate Phase 2 and Marketing Cloud email templates ahead of the AMPScript subject-line deprecation
AMS-59Lapsed Guest MC dedupe — where duplicate emails enter the lapsed-guest journey, persist the female contact (requested by Anca)
Telephony & alternatives discussion — Balto OOTB integration; migration path off 8x8 to a cloud-native stack
Not MVP / can drop
Phase 116 weeks · through end of 2026
Book of Business + 360 profile
Ship the flagship on a governed, unified guest profile; bank Trade quick wins.
Seaware Writeback 2.0 (net-new data) — medical & mobility, promotions, FCB writeback; real-time event-driven Seaware integration
AMS-14Book of Business 1.0 (MVP) — PRC segmentable list, FCB & FCC processes
Flagship
Customer 360 — PRC — interest/affinity tagging, medical/mobility tab, promotions received, give-back ratio
AMS-13Customer Relations team process — PRC customer-relations view and handoff; discovery complete, ready for development
AMS-9FCB & Coupons — de-scoped from Phase 2 over Data Cloud integration issues; Ama still defining a scalable data format; likely a change order when ready
AMS-94PRC lead prioritization V1 — lighter-weight prioritization model built on data available today; first step beyond recency-only ranking
True total marketable count — agreed benchmark for the marketable subscriber base
Trade OF-to-BK follow-up automation — task on OF creation, expiration nudge, OF→CX analysis (~$21M in play)
Trade Outlook logging — auto-log invoices and select key emails to the contact
Phase 22027 · horizon to be defined
Extend, deepen & Operations
Port the proven pattern outward; bring Ops onto the same unified profile.
Salesforce to Seaware direct integration (PRC) — quote generation from within Salesforce
Not MVP / can drop
AMS-94PRC lead prioritization V2 — end-to-end prioritization model layering conversion, revenue, and guest signals once the data foundation supports them
Web tracking & personalization — Data Cloud + website site-mapping setup
Not MVP / can drop
Telephony native in Salesforce — transcription in SF, OMNI routing, no status-integration dependency
Not MVP / can drop
AMS-12Trade Sales full process — process refinement; opportunity expiry set to 21 days vs the 90-day contractual sales window. Blocks VIP Desk (AMS-45) in the MS backlog
No JiraTrade travel-agent prioritization — scale the PRC prioritization process (AMS-94) to the Trade team; large, with inputs depending on data Ama does not yet hold
Book of Business 2.0 (PRC) — groups view, value snapshot, issue coupon / re-engagement
Travel Agent portal on Salesforce — knowledge base + Experience Cloud portal
Not MVP / can drop
Customer support portal on Salesforce — knowledge base + Experience Cloud portal
Not MVP / can drop
Customer preference center — first-party interest and communication-preference capture
Manifest automation — replace manual Excel sort/copy of Seaware manifests (arrival, stateroom, dining, dietary)
Future scope
Itinerary maintenance automation — script recipe-book updates into Seaware; align with MXP migration
Future scope
Crisis-comms self-service — low/high-water alerts and ship-reassignment sends via Marketing Cloud (Ops + Marketing)
Future scope
Targeted upsell sends — private-tour emails filtered by room category, extension, sail date (kill manual manifest filtering)
Future scope
Ship writeback to unified profile — two-way guest profile so onboard discoveries (dietary, preferences) persist to future sailings; cruise-manager view
Future scope

Salesforce Managed Services Backlog

True managed-services work items only (project-based tickets moved to the phased roadmap). Stack-ranked; shared numbers = one ticket/package. Full descriptions on the SF Managed Services detail tab.

0AMS-111LATAM & Asia lead management (in UAT)
1AMS-112Cancelled-booking lead creation (QA)
2AMS-131Unconfirmed agent merging process
3AMS-35 · 142 · 101Netomi / chat package: chat-user UX, intent capture, follow-up tasks
4AMS-84 · 36 · 95Reporting package: enhancements, split conversion reporting, report cleanup
5AMS-11Group Sales process refinement
6AMS-38Opportunity email template fixes (blocks AMS-16)
7AMS-32New call dispositions (8x8 + SF)
8AMS-16Opportunity page layout
9AMS-17Remove "lead not converted" pop-up
10AMS-20Error Code ID 182431661 (Sonny)
11AMS-15Omni-Channel for PRC (opportunity-based inbox, caps)
12AMS-18Opportunity naming (full name from Contact)
13AMS-63SurveyMonkey integration
14AMS-42Awaiting agent/customer opportunity statuses
15AMS-45VIP Desk (blocked by AMS-12)
16AMS-46Australia team onto Salesforce
17AMS-48Website: "still working with a TA?" re-ask
18AMS-51Remove DevOps API user lead touch
19AMS-57Res Support team/queue definition
20AMS-58Fallback leads queue
21AMS-102DevOps SOAP login → OAuth 2.0
22AMS-27Automated opportunity status extensions
23AMS-40Direct-line calls logged on wrong opportunities

Snowflake Managed Services Backlog

Team-extension / managed-services model, not project-based. Onshore architect + functional lead, offshore engineering. Budgeted through end of 2026, then 2027.

Full FiveTran retirement — migrate remaining Seaware connector to Snowflake-native (Snowpipe / Snowpark / Python); retire the copy-over task and legacy bronze objects
Gold / semantic layer build-out — ~5-6 semantic models (Customer 360, Reservations, Revenue, Finance...) + gold-environment hardening; FP&A / RevMgmt sign-off
Unlocks activation + AI
Activation layer for Salesforce — Snowflake view in exact SF-ingest format (SFDC replacement feed), zero-copy or API; data contract with A360 (TA ~50 fields, client ~100)
Legacy report migration — move all reporting off bronze/silver and legacy SQL Server / Oracle onto the new gold layer
BI / analytics tool evaluation — Tableau keep-or-replace decision by Q1 '27 (Streamlit, Sigma, Power BI, Omni); Snowflake marketplace credits in play
PII / PHI environment separation — dedicated S3 bucket + cleansing layer, restricted access (offshore staff), EU/AU regulatory requirements
Snowflake Intelligence / Cortex enablement — LLM Q&A on the semantic layer as the enterprise interface (no direct Snowflake querying by business users)
Functional / product role — business-unit interviews, definition alignment (FIT vs charter vs group), data-governance steerco support, change management
Architecture & design review — AI-readiness review of the Snowflake-native stack (DBT, Terraform IaC, GitHub Actions); streaming-ready infra design for future use cases

Why this order

  1. Nothing ships on dirty data. Duplicates, the security/export gap, and the black-box integrations (Lead Engine, SFDC) get cleared in Phase 0 or every downstream use case inherits the mess.
  2. Book of Business is gated by two things: export governance (or reps get a portable book) and a unified profile to render. Both land in Phase 0; the flagship ships in Phase 1.
  3. Trade quick wins ride Phase 1, Trade build-out waits. OF-to-BK and Outlook logging are durable regardless of organizational change; anything still subject to redirection stays gated.
  4. Operations lands in 2027. Ops depends on the same unified profile the roadmap builds first; manifests, itinerary automation, and ship writeback come once the foundation can carry them.
  5. The Snowflake MS track runs in parallel. Gold/semantic layer and the activation layer are the unlock for SFDC retirement, self-service segmentation, and Snowflake Intelligence.

Gates & holds

HoldTrade build. Capture POV and documentation now; hold net-new Trade build pending organizational readiness.
FutureOperations. Out of near-term scope; all Ops use cases sit in Phase 2 (2027). Kept on the roadmap because they depend on the same unified profile.
PrereqData-export lockdown (Phase 0 security cleanup) must ship before Book of Business, full stop.
PrereqGold/activation layer + data contract with Ama Data Engineering gates the SFDC retirement and full self-service segmentation.

Source: AmaWaterways × A360 onsite use-case workshop and data-alignment working sessions. Note: phases are dependency-ordered; durations are indicative for planning, not committed dates. Prepared by Accelerize 360 for AmaWaterways.

Salesforce Managed Services — stack-ranked backlog (reconciled to the 7/31 prioritization sheet). Managed-services work only; project-based tickets live on the phased roadmap. Items sharing a rank number are one ticket or one delivery package. Descriptions and watch-outs carried from the sheet.

Click a rank number to edit it — the list re-sorts on Enter or click-away. Click a priority chip to cycle High → Medium → Low → Lowest. Click × to remove a ticket. Save writes the current state back to the HTML file (overwrite in place via the file picker in Chrome/Edge; downloads a copy elsewhere).
In Flight (August)
0
AMS-111LATAM & Asia Lead ManagementEpic + 10 subtasksIn UATMedium
Stand up LATAM and Asia lead management: attribution fields, market queues, Omni routing and presence configs, permission sets, layout changes, consumer-creation and assignment flows, engagement cadence, opportunity lifecycle flows, and dev-env Omni setup. Confirmed top priority.
Watch-out: blocked on UK team business sign-off. License risk: only ~2–5 Salesforce seats open against ~28 expected LATAM users; must clear before go-live. Ama owns both dependencies.
1
AMS-112Cancelled Booking Lead Creation — UAT & FeedbackTaskQAMedium
Automates PRC re-engagement when a direct-consumer booking cancels in Seaware (OF→CX or BK→CX). A record-triggered flow stamps a re-engagement date; a daily scheduled flow creates a Canceled_Booking Lead through the existing consumer-creation pipeline (Contact matching, new Opportunity linked to the original, routing via Book of Business or the PRC queue at LOW priority). BK→CX within 90 days of sailing gets a light 2-task check-in; everything else gets the standard 5-day, 9-task cadence. Four guardrails suppress false re-engagement; timing configurable per transition via Custom Metadata. Confirmed by Pouri as the next hand-over.
Watch-out: UAT must cover both cadences, all four guardrails, and regression on Talk_to_Expert / Netomi_Chat_Lead / TA lead creation. Design lives in a Google Doc, not the ticket; acceptance criteria still need writing into Jira. Confirm the UK Team Profiles UAT gate has cleared.
2
AMS-131Unconfirmed Agent Merging ProcessStoryTo DoMedium
Automates the merge of Unconfirmed Agent contacts with confirmed Seaware agent data on an email plus agency match, and cleans up the existing 7,194-record backlog, so guests stop receiving TA marketing email. Confirmed by Pouri as second priority.
Ranked Backlog
3

One workstream — the Netomi / chat package. Deliver together.

AMS-35User Experience Improvements for Chat UsersStoryTo DoHigh
Move chat agents onto Salesforce: chat routing, a new chat team role/profile, manual lead and opportunity creation routing to the PRC queue, and screenshot sharing for online check-in support. Flagged High but large and vendor-dependent; needs its own scoping session.
Watch-out: depends on Ama's chat vendor.
AMS-142Netomi Intent CaptureStoryTo DoMedium
Netomi captures chat intent but does not pass it to Salesforce on lead creation. Store the intent on a lead field for reporting. Requested by Juan; explicitly below current priorities.
AMS-101Netomi Chat Lead Follow-Up TasksStoryTo DoMedium
Follow-up task generation for leads created out of Netomi chat. Bundled with AMS-142 (same Netomi workstream).
Watch-out: empty ticket, no description or acceptance criteria. Assigned to Raffi but untouched.
4

One delivery package — ship the reporting items together.

AMS-84Reporting EnhancementsStoryUnder InvestigationMedium
Conversion reporting by lead age, campaign, and record type; touchpoint counts per agent; regional performance; and lead-timing metrics from creation to routing to action.
AMS-36Separate Conversion ReportingTaskUnder InvestigationMedium
Split conversion reporting between inbound call leads and outbound-call closures.
Watch-out: confirm the requirement before beginning.
AMS-95Enhance Existing ReportsStoryTo DoMedium
Clean up existing agent reports: drop closed opportunities from the stage-by-agent view and restrict it to PRC members so supervisors can coach on live pipeline.
5
AMS-11Group SalesStoryTo DoHigh
Group Sales was roughly modelled in Phase 2; process refinement needed as PRC processes roll out to other teams.
6
AMS-38Email Template — OpportunityBugTo DoHigh
Opportunity email templates no longer pull the Cruise name from the lead, and names render in all caps.
Watch-out: blocks AMS-16 (Opportunity Page Layout).
7
AMS-32New Call DispositionsStoryTo DoHigh
Add "Do not call" and "Booking Created" dispositions in 8x8 and Salesforce, and update the opportunity status automation to match.
8
AMS-16Opportunity Page LayoutStoryTo DoMedium
PRC agents want the Contact Name hyperlink moved higher on the Details form to save clicks.
Watch-out: blocked by AMS-38 and AMS-22.
9
AMS-17Lead Not Converted Message RemovalBugTo DoMedium
Remove the "lead is not yet converted" pop-up, which fires for all five leads and interrupts agent flow.
10
AMS-20Error Code ID: 182431661BugTo DoMedium
Salesforce case raised by Sonny.
Watch-out: no detail captured in the ticket beyond a screenshot.
11
AMS-15Omni Channel for PRCStoryTo DoMedium
Omni inbox currently displays leads rather than the opportunities agents are working, and there is no cap on concurrent opportunities per agent.
12
AMS-18Opportunity NamingStoryTo DoMedium
Opportunities are labelled by last name only, causing confusion. Requested change: full name pulled from Contact, editable after creation.
13
AMS-63SurveyMonkey IntegrationStoryTo DoMedium
SurveyMonkey integration.
Watch-out: empty ticket.
14
AMS-42Awaiting Agent / Customer Statuses on OpportunityStoryTo DoMedium
New opportunity statuses for awaiting agent and awaiting customer.
Watch-out: empty ticket.
15
AMS-45VIP DeskStoryTo DoMedium
VIP queue with priority routing to specialist agents.
Watch-out: empty ticket; blocked by AMS-12 (Trade Sales Full Process, Phase 2 on the roadmap). Cross-workstream dependency.
16
AMS-46Australia TeamStoryTo DoMedium
Bring Ama's Australia direct sales onto Salesforce.
Watch-out: empty ticket.
17
AMS-48Website Update — Still Working With a TA?StoryTo DoMedium
On lead submission, ask contacts marked as working with a TA whether that is still the case, to keep the routing source of truth current.
18
AMS-51DevOps User Touching LeadsBugTo DoMedium
The DevOps API user moves leads from the TA queue to the Booking Opportunity queue via a marketing opt-in update, retriggering assignment. The field is now managed on Contact, so the touch can be removed.
19
AMS-57Res Support Team / QueueStoryTo DoMedium
Define the Res Support team, their lead types, and whether they need their own queue and routing model.
20
AMS-58Fallback Leads QueueStoryTo DoMedium
Fallback queue for leads that fail routing.
Watch-out: empty ticket.
21
AMS-102DevOps SOAP API Login → OAuth 2.0StoryTo DoMedium
Unsupported SOAP login() calls from the DevOps AWS user between 1–4 AM PST need migrating to OAuth 2.0.
Watch-out: no deadline recorded yet; confirm Salesforce's retirement date.
22
AMS-27Automated Opportunity Status — UpdateStoryTo DoLow
Extend the automated status flow to handle "No answer, left VM" and "Redirect to TA, no follow up," including excluding the contact from book of business.
23
AMS-40Calls Logged on Opportunities That Should Not BeStoryTo DoLowest
Calls taken on an agent's direct line are logged against unrelated assigned opportunities and mark the agent as in contact.

Reconciliation notes: Inbound sales routing is deployed to production and pending a licensing decision and rollout from Ama; it should not require A360 support and is therefore not ranked in this backlog. "Bug fixes (ongoing)" remains a standing MS line item, not ranked. Project-based tickets from the sheet (AMS-9, 12, 13, 14, 24, 59, 65, 94, 124, 130) now live on the phased roadmap tab.