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A great room does three things: it aligns with a clear customer journey, delivers just enough content, and drives action on both sides. The best rooms feel like a guided journey — they lead your prospect from first impression to signed contract without them ever having to ask “what’s next?” Here’s how to build one.

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Best practices video series

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How to create a great room

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1. Design for the full journey, not a single moment

Rooms rarely cover just one interaction. They often stretch across multiple phases:
  • Sales — post-demo → internal buy-in → legal
  • Onboarding — kickoff → documentation → activation
  • Ongoing collaboration — updates, quarterly reviews, and more
Before you start building, ask yourself: “What phases does this room need to support?” For example, a sales room might open with a welcome message and key materials (a deck, demo recording, proposal), but also include locked sections like “Kickoff” or “Onboarding” — placeholders ready for the CS team when the deal closes.

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2. Structure with clear, purposeful sections

Use sections to break the room into logical steps. Each section should have one clear theme. For example:
  • Welcome → intro message, testimonial, your contact details
  • Solution Overview → product deck, value summary, demo video
  • Decision Support → proposal, pricing, business case
  • Kickoff (locked until post-sale) → onboarding form, training materials
This structure makes it easy for customers to navigate — and for champions who need to forward the room to colleagues.

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3. Avoid overcrowding

Be selective with what you include. Nobody enjoys scrolling through 20 sections or a 50-slide deck to find the key point. Prioritise quality over quantity. Highlight what matters, and link out to larger files or supporting resources if needed. The goal is to reduce friction and make the room easy to skim — especially in early stages.

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4. Use variables to personalise at scale

Variables let you personalise rooms automatically, every time you reuse a template. Add variables like {{first_name}}, {{company_name}}, or {{your_name}} directly into text blocks or section titles. When someone creates a room from that template, Flowla fills them in automatically.
Use variables in your welcome message to make every room feel tailor-made from the start.

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5. Always save it as a template

Once you’ve built a room that works, save it as a template. This lets you:
  • Reuse the same structure for future deals
  • Ensure consistency across your team
  • Iterate and improve over time
Template creation
Learn more about templates.