Section 12 · Intent — Know When an Old Lead Is Heating Up

12.4Immediate rep alert

Designed for Phase 2

No.: 12.4
DMA's reference: Decision Book p.27
Phase: Phase 2
Autonomy: L2 · Prepare, then wait for approval
DMA's decision: Yes

What DMA asked for · Decision Book p.27

When behaviour crosses the line, tell the previous or current rep straight away why the account is heating up.

Why it matters to DMA: It turns the signal into something a rep acts on, instead of a dashboard nobody checks.

In our words, from DMA's Product Decision Book v3, page 27.

How we do it

Scheduled for Phase 2 with the rest of section 12. The alerting half already runs in the POC for booked website calls.
When 12.3 lifts an account over the alert line, the rep who owns it (or last worked it) gets one short email: who, why now in one line, and one next step.
The email goes through the same send governor as every other staff email, so the kill switch, quiet hours and caps apply, and it is logged.
If the owner has left DMA, the alert goes to their backup on the escalation roster instead.

Already in place

The hot-lead alert already exists for booked calls: an email to the host through the send governor, with a signed "Join the website chat" link.
DMA's Today screen already shows website chats happening right now, with a one-click Join.
The escalation roster already names a backup for every person who receives cases.

What the later phase adds

The alert trigger from the combined score (12.3).
The alert wording with the combined reason and one next step.

The flow

It plays on its own while it's on screen; hover or use the controls to pause or step through.

Step 1 of 4

The line is crossed

Harbor & Finch Law moves from 58 to 79.

Rule in code
Routing
Stored data
Person

Where the data goes

The same six stages on every page. Nothing reaches Nutshell except through the write gate.

1Scores
Source
The combined score from 12.3.
2Sync
Copies Nutshell changes into the bridge database
Knows who owns the account in Nutshell.
3Bridge database
A copy of the CRM data, plus what the AI works out
The roster, and the log of every email sent.
4AI
Claude models, only through DMA's own gateway
Writes the one-line reason from the evidence.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Not involved: an alert changes nothing in Nutshell.
6Nutshell
The system of record
The rep opens the record from the email.

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
ctrl.mail_log	Every email the system sends or holds, with the governor's reasons.	18
ctrl.roster	Who receives which cases, and their backup.	10
ctrl.meetings	Booked calls; today's alert is sent for these.	16

How the tables connect (3)

Column	Points to	Kept by
ctrl.mail_log.approval_id	ctrl.approvals	The application (by id)
ctrl.mail_log.decision_id	ctrl.decision_log	The application (by id)
ctrl.meetings.conversation_id	conv.conversations	The application (by id)

Worked example

Synthetic demo data: every name, business and number is made up.

The alert as designed (synthetic example).

The email to the rep

To: The account owner, or their backup on the roster
Subject: Harbor & Finch Law is heating up
Why now: $15,000-a-month proposal in 2025, lost on timing; 3 pricing visits this week
Next step: Call Dana Whitfield today; the site review from 2025 is attached

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
Escalation roster	DMA AI dashboard	Who receives cases, and their backups.

Status

Designed for Phase 2

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.