Meeting Title: GlobalVetLink — FigJam workflow & analytics working session
Date: 2026-03-21 (Friday)
Meeting participants: Gregory Stoutenburg, Kat Gillis, Advait Nandakumar Menon
Source: user-provided transcript (post-call cleanup: light punctuation and filler normalization only).
Greg Stoutenburg: Alright, I just got a ping — can’t answer that now. Analytics. To the engineers — I’ll turn it on. We’re just waiting for Kat to sign on. We’ll give it a minute. I’ll give Kat a minute, and then send her a ping. If you look in the Slack channel there, you’ll see that Kat has provided a bunch of information about things that they know, things that they’re looking for. One of the other things to know is that for a vet to get to the point where they can issue certificates, they need to submit license information. That license information has to be approved — it gets reviewed, validated by an external source. From my background — first being a philosophy professor, but then second SaaS and premium — we want a nice, quick time to value; an impediment there is getting that review done on the back end. Happy Friday!
Kat Gillis: Happy Friday!
Greg Stoutenburg: Hey, I thought you would sail off into the weekend, but I put a meeting on the calendar for the end of the day.
Kat Gillis: That’s what I thought, Greg. I was like, oh, he’s catching me — found me in my calendar.
Greg Stoutenburg: Sorry about that. I figured hey, you’re on Central Time…
Kat Gillis: Cheater, I’m on Mountain Time — I’m even earlier, it’s all good.
Greg Stoutenburg: Oh, really?
Kat Gillis: Yeah, most of the company is in Iowa, Ames.
Greg Stoutenburg: And you are not — you’re in Idaho. I should feel least allowed to make that confusion, since I’ve lived in both places. That’s funny. Great — glad to reconnect and go over the work we’ve been able to do so far, and have this working session on the analytics setup for Global Vet Link. Before we dive in, I wanted to introduce Advait, who’s joined our team.
Advait Nandakumar Menon: Hi, Kat. I’m Advait. I’m here to help with the product analytics and optimize the workflow processes you guys are working on.
Kat Gillis: Great, great to meet you. Full disclosure to both of you, I did not watch your walkthrough yet, Greg — ideally we’ll cover that on this call.
Greg Stoutenburg: That sounds good. Now it’s just gonna take us an extra hour — one’s going out tonight. Just kidding. That video was a very brief walkthrough to show here’s what your onboarding flow looks like to me, and discuss it. We can just dive in. The thing I want to review today is I’ve mapped out the workflows available to me — a good first pass of core workflows in the platform, and I’ll have questions. Where there’s complexity is where you click create and there are lots of different certificates. For activation and getting a vet who signs up to become a paying user, most of those differences aren’t very important; ones that exist can be captured by event types rather than full-on events. Looking at your Pendo implementation — features list and track events — a lot of things are treated as completely distinct paths where it’s not really distinct: it’s a user performing a specific action, and depending on categorization it’s CBI versus EEVI. We can say “began certificate creation” and then “what’s the certificate type?” That matters for dashboards showing activation — broad view of movement through the platform, then drill down by type. Viewed this way, analytics is more lightweight, easier to understand, experiment, and measure product changes.
Kat Gillis: I love that — makes a ton of sense.
Greg Stoutenburg: Great. I’ll show you the board I put together — a workspace I’ll share with you. I’ll show what we mapped and where I have questions. After today’s call, the Brainforge team can put together what we call an event tracking document. Pendo uses slightly different vocabulary — features and track events — we’ll list what we want to track, match to Pendo vocabulary, then trim Pendo. What we’ll find in Pendo is probably… Oh, we’re breaking up — I’ll give you a sec.
Kat Gillis: I’m back. The last thing I heard was “Brainforge workspace.”
Greg Stoutenburg: After we go through the workflows I’ll show, the next step is we turn this into an event tracking plan — what users could perform that matters for core workflows. Features in Pendo are hubs for auto-tracked events. We’ll map relevant items, put into Pendo vocabulary, trim the list, and have an implementation guide complete. Does that sound good? And providing a roadmap for HubSpot automations you want. I should have done this already — I’ve sent you a link to the FigJam workspace. Sharing my screen — do y’all see this? This board is a template to map events in workflows: goals are map journeys, identify events, plan implementation — bottom two out of scope now; top two we’re doing. Resources — since we’re on Pendo not Amplitude, don’t worry about some links, but good guides on event tracking. It looks like four milestones to becoming a customer: they sign up, submit license information, complete a certificate, they pay.
Kat Gillis: Correct, yep.
Greg Stoutenburg: When we look at funnels to terminal states, we’re trying to get them to these states — ideal final state of visiting the website, ideal state of beginning creation flows — critical step — complete certificate workflow, then pay. Wait, do I look sad?
Kat Gillis: One question — internal team is very focused on people adding credit card information; it would be required to complete a certificate in some sense, but I see that as not a core milestone.
Greg Stoutenburg: That makes sense — I didn’t include it here because it’s one step before; ultimately we want them here. Prerequisite is they submit credit card and it’s approved — part of payment workflow.
Kat Gillis: The way the platform is built, they cannot complete a certificate until… you’re not an accredited vet? Maybe I need to look — our platform prevents creating a certificate without a credit card?
Greg Stoutenburg: It looked like I could get a certificate to pending in my user role — I had a question because I never got to a payment screen…
Kat Gillis: Let me ask — yep.
Greg Stoutenburg: We could do it together, or someone could change my role. I never got to payment; I got as far as draft certificates…
Kat Gillis: I just asked — support team just confirmed you can, and you did. Your point was: if people complete a cert but not pay, we can assume it’s because we don’t have credit card information.
Greg Stoutenburg: Somewhere a user enters card before they can complete the cert.
Kat Gillis: In order to sign — weird thing — you cannot sign unless accredited vet with license uploaded. I’m not sure — you can create a draft like you did, but I’m not sure you can complete without credit card. We’d want to know: missing accreditation vs missing credit card.
Greg Stoutenburg: Either is possible. Payment workflow besides cert creation: license validated, payment entered, then cert. Zooming out — teal row header — customer milestones: sign up, submit license, verified, complete certificate — big steps no matter what they’re doing in Global Vet Link.
Kat Gillis: Nitpicky caveat: they aren’t paying in the moment — they add credit card info, then we bill the month after they submit the certificate.
Greg Stoutenburg: That’s helpful.
Kat Gillis: Hold on — product team says they can create drafts and sign certificates without a credit card? When do we… Sorry, this is when I don’t know the system myself.
Greg Stoutenburg: This is why we do this — otherwise I could’ve sent an Excel doc. (Dog interlude — Archimedes.) … We may need to change order of milestones, but I get the gist.
Greg Stoutenburg: They sign up, submit license — get back to me on ordering. Next heading: user workflows — for this sprint I used three: Certificate Creation (main), Payment (discussing now), Vet Management — managing certificates and assignments within a clinic — vet or office manager tasks. For those I used search complete, search results selected, assigned a vet.
Kat Gillis: I’ll follow up internally — first two I agree; third I’ll confirm if we want to focus on it.
Greg Stoutenburg: Great. Certificate creation: log in, start workflow — create button — we’ll add event type (e.g. CVI); list certificate types as properties. Common actions across certificates: ownership of animal, movement of animal, animal information. Goal for reporting and HubSpot automations: final state — if someone begins CVI and doesn’t finish, where did they stop — movement submitted but not animals submitted? Workflow shape answers that — five events in a row to final state.
Kat Gillis: Interestingly — you asked me to figure out user problems — I don’t know if end-to-end cert creation is a problem the way you’ve mapped. I’ll ask internally — doesn’t hurt to track.
Greg Stoutenburg: We’re trying to get to paying and customer milestones. Animal submitted, smart engine — question mark — automatic review step?
Kat Gillis: It checks the form against state legislation — tells you if the state is likely to accept as written — a review step.
Greg Stoutenburg: Quality check. Sometimes I saw it, sometimes couldn’t open — maybe demo environment limits.
Kat Gillis: Core value prop — all 50 states’ laws, check certs. Toggle at top of certificate. Today I don’t think there’s a clean way to see if cert submitted with Smart Engine on or off — pain point. Also can’t see if people turn it off because rules annoy them — both useful.
Greg Stoutenburg: If they turn Smart Engine off, can they submit without doing…
Kat Gillis: Correct — can submit, state might reject, they’ve paid, they’re mad at us.
Greg Stoutenburg: Good note.
Kat Gillis: Clarity on payment: they can submit a final certificate without credit card on file; we invoice end of month — 3 certs, invoice for 3; they add card later. Delinquent billing hasn’t been huge — we remind until they pay. Maybe closer to your original flow: license, complete cert, pay.
Greg Stoutenburg: Cool — vet pays is the milestone; not everyone hits every milestone.
Kat Gillis: Permit submitted, preview and sign — unclear if preview/sign auto-saves or need step after.
Greg Stoutenburg: I’ll ask product — also how cert is submitted to state and how you get it back.
Kat Gillis: I’ll ask.
Greg Stoutenburg: User actions terminate here or here. Certificate creation — completed when one of these is done, or when they submit license?
Kat Gillis: License gets submitted in settings for a vet — upload license — might be an additional workflow. Certs we consider complete once signed. You were hitting preview — created draft?
Greg Stoutenburg: Probably my user type.
Kat Gillis: Creating draft vs preview is one thing; submitted once signed.
Greg Stoutenburg: Considered once signed — preview and sign means signed then completed. License submitted/validated — moving to new workflow: licensure workflow — license submitted, validated. If you change my permissions I can look, or add events — want that workflow mapped; with payment and cert milestones it gets us to activation view.
Kat Gillis: Yep — I’ll note to figure out those three workflows and confirm milestones.
Greg Stoutenburg: If vet management isn’t high priority, cut it — focus certificate creation, licensure, worth looking at payment details — understand if failure to pay isn’t common; still worth tracking; understand engineering cost of mandatory paywalls. Couple questions — hard stop?
Kat Gillis: Two minutes — another meeting.
Greg Stoutenburg: Quick review — async replies OK. Delete — done. Interactions with “More” — finalized permit number, reverse CVI — critical?
Kat Gillis: Leave open — I’ll ask team.
Greg Stoutenburg: Follow up on payment; HubSpot note; Slack copy on More button — payment workflow, licensure workflow — then we create tracking plan.
Kat Gillis: May not get answers today — Monday.
Greg Stoutenburg: Great — awesome weekend.
Kat Gillis: Thank you, you too.
Greg Stoutenburg: Take care. Bye.