Section 12 · Intent — Know When an Old Lead Is Heating Up
12.3Combine behavior + CRM history
Designed for Phase 2- No.
- 12.3
- DMA's reference
- Decision Book p.26
- Phase
- Phase 2
- Autonomy
- L1 · Recommend
- DMA's decision
- Yes
What DMA asked for · Decision Book p.26
Put site behaviour together with CRM history: an old $15,000-a-month proposal plus three visits this week means more than either fact alone.
Why it matters to DMA: The real signal is in the combination; either source alone is weaker.
In our words, from DMA's Product Decision Book v3, page 26.
How we do it
- Scheduled for Phase 2, after website-return detection and the 30,000-record audit. The CRM half already runs in the POC.
- The audit already reads each account's history and scores it: past proposals and their value, why a deal was lost, the last contact, and whether the contact still works there.
- The design adds recent site behaviour (12.1, 12.2) as one more input to the same scoring rules, so a strong history plus fresh intent lifts the account further than either would alone.
- The reason shown to the rep names both halves in one line, for example: "$15,000-a-month proposal in 2025, lost on timing; 3 visits to pricing this week".
Already in place
- The audit and scoring of CRM history, with past proposal values, lost reasons and evidence quotes from the notes.
- Every CRM account already has a 0–100 score, an A/B/C tier and one next best action, recalculated when the data changes.
- A one-line "why now" for every account, written from its evidence.
What the later phase adds
- Site behaviour as a scoring input.
- A combined reason line naming both the history and the behaviour.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
The history
Nutshell shows a $15,000-a-month proposal from 2025, lost on timing.
- Nutshell
- AI
- Person
- Rule in code
- Screen
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Nutshell + site
Source
CRM history, and site visits (designed).
- 2Sync
Copies Nutshell changes into the bridge database
Keeps the CRM copy current.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
The audit's facts and the visit history, side by side.
- 4AI
Claude models, only through DMA's own gateway
The audit reads the notes; the one-line reason is written from evidence.
- 5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Writes the score and reason to Nutshell, within the approved field rules.
- 6Nutshell
The system of record
The rep sees the combined reason on the record.
The tables behind it
Drawn from the POC's database catalogue: structure only, no data.
PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)
| Table | What it holds | Columns |
|---|---|---|
| ai.extracted_facts | Facts the audit found in the notes, each with its evidence quote. | 15 |
| ai.scores | Score, tier, next best action and reasons. | 20 |
| crm.leads | The deals mirrored from Nutshell, with their value and outcome. | 26 |
How the tables connect (2)
| Column | Points to | Kept by |
|---|---|---|
| ai.extracted_facts.prompt_id | agent.prompts | The application (by id) |
| ai.scores.prompt_id | agent.prompts | The application (by id) |
Worked example
Synthetic demo data: every name, business and number is made up.
The same account, scored three ways (synthetic example).
History alone, behaviour alone, both
| What the rules see | Score | Tier |
|---|---|---|
| Only the CRM history: a $15,000-a-month proposal, lost on timing | 58 | B |
| Only the site: 3 pricing visits from an unknown company | — | — |
| Both, matched to the same contact | 79 | A |
In the running POC
There is no screen for this one yet: it is designed for Phase 2, as DMA's book decides. The parts listed under “Already in place” run in the POC today.
See it live
Opens the exact screen in the running POC, in a new tab.
| Open | Where | What to try |
|---|---|---|
| Accounts | DMA AI dashboard | Each account's score, tier and one-line reason today. |
Status
Designed for Phase 2. DMA's book schedules this for Phase 2. The design is ready and builds on parts that already run in the POC.