Section 14 · Shadow Pipeline — Find Revenue Sales Hasn't Logged
14.2Estimated latent pipeline value
Built in the POC- No.
- 14.2
- DMA's reference
- Decision Book p.28
- Phase
- Phase 2
- Autonomy
- L1 · Recommend
- DMA's decision
- Yes
◆ Amended in v3 of the book.
What DMA asked for · Decision Book p.28
Give management a rough view of the revenue sitting outside the official pipeline.
Why it matters to DMA: A useful signal for leadership; DMA's book asks for it as a view inside the single pipeline, not a separate forecast.
In our words, from DMA's Product Decision Book v3, page 28.
How we do it
- DMA's book schedules it for Phase 2; the POC already shows it on the first screen, as an attribute of each account inside the single pipeline.
- The audit estimates each account's annual value from its own history (past deals, proposals and services) and marks whether it is dormant.
- Today adds up the dormant accounts' value: "dormant revenue found", with the split by tier. Every figure links back to the accounts and the reasons behind it.
- It is an estimate with its evidence, not a forecast: the book's amendment asks exactly for that.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
History
Each account's deals and proposals, mirrored from Nutshell.
- Nutshell
- AI
- Stored data
- Screen
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Nutshell
Source
Deals, proposals and their values.
- 2Sync
Copies Nutshell changes into the bridge database
Mirrors them.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
Each account's estimated annual value and dormant flag.
- 4AI
Claude models, only through DMA's own gateway
The audit estimates from the account's own history.
- 5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Not needed for the total: it is a view.
- 6Nutshell
The system of record
Unchanged; the value can go to a field if DMA wants it.
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.scores | The current score per account; its features carry the estimated annual value and whether it is dormant. | 20 |
| crm.leads | Deals mirrored from Nutshell, with value and outcome. | 26 |
How the tables connect (1)
| Column | Points to | Kept by |
|---|---|---|
| ai.scores.prompt_id | agent.prompts | The application (by id) |
Worked example
Synthetic demo data: every name, business and number is made up.
The number on Today, and where it comes from
What you see
1.The headline
Today opens with the dormant revenue found.
What happens in the system
- Bridge database
ai.scoresSums the estimated annual value of every account marked dormant, from the current scores.
How the headline number is made up in the POC today (synthetic demo data, the same query as Today).
Dormant revenue by tier
| Tier | Accounts | Est. annual value |
|---|---|---|
| A | 27 | $3,318,000 |
| B | 91 | $7,257,040 |
| C | 142 | $1,657,850 |
| All dormant | 260 | $12,232,890 |
In the running POC
Today: the dormant revenue found, the accounts behind it and the next step.
- 1The headline: the dormant revenue found across the CRM.
- 2The figure, split by tier.
- 3One click drafts the outreach for the top accounts (approval first).
Dashboard · Today. Captured from the running POC on September 25, 2026; synthetic data.
See it live
Opens the exact screen in the running POC, in a new tab.
| Open | Where | What to try |
|---|---|---|
| Today | DMA AI dashboard | The dormant revenue found, by tier. |
Status
Built in the POC. This capability runs in the POC today, on synthetic data, end to end.