Section 15 · Deal Autopsy & Sales Coaching
15.2Find patterns across hundreds of deals
Designed for Phase 2- No.
- 15.2
- DMA's reference
- Decision Book p.29
- Phase
- Phase 2
- Autonomy
- L1 · Recommend
- DMA's decision
- Yes
What DMA asked for · Decision Book p.29
Find patterns across hundreds of deals, for example "we lose too many enterprise SEO proposals because we lack proof in that vertical".
Why it matters to DMA: It turns single loss reasons into strategic problems DMA can fix.
In our words, from DMA's Product Decision Book v3, page 29.
How we do it
- Scheduled for Phase 2, after 15.1.
- Code, not the AI, counts the loss reasons by service, vertical, deal size, source and rep, and flags combinations that are far above the average.
- The AI then writes each flagged pattern as one plain sentence, citing the counts and two or three example deals.
Already in place
- The audit already classifies every lost deal into a lost-reason code (price, timing, existing agency, no budget, competitor, poor fit, other), quoting the note it came from, or "not enough evidence" when the notes don't say.
- Service lanes and verticals are already recorded for every account by the audit.
What the later phase adds
- The counts by segment and the "far above average" rule.
- One plain sentence per pattern, with the numbers and examples.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
All the reasons
Every lost deal has its reason from 15.1.
- Stored data
- Rule in code
- Routing
- AI
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Nutshell
Source
Won and lost deals, notes and calls.
- 2Sync
Copies Nutshell changes into the bridge database
Mirrors outcomes as they close.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
Reason codes with their evidence; the patterns found.
- 4AI
Claude models, only through DMA's own gateway
Reads notes and summaries; code counts the patterns.
- 5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Not involved: this is analysis, nothing is written to Nutshell.
- 6Nutshell
The system of record
Unchanged.
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 |
|---|---|---|
| crm.leads | Deals mirrored from Nutshell, with outcome, value and close date. | 26 |
| crm.outcomes | Nutshell's outcome list (won, lost and their reasons). | 13 |
| ai.extracted_facts | Facts from the notes with their evidence quotes. | 15 |
How the tables connect (1)
| Column | Points to | Kept by |
|---|---|---|
| ai.extracted_facts.prompt_id | agent.prompts | The application (by id) |
Worked example
Synthetic demo data: every name, business and number is made up.
A designed pattern (synthetic example).
Pattern
- Finding
- Enterprise SEO proposals are lost on weak proof three times as often as others.
- Numbers
- 11 of 17 enterprise SEO losses cite missing vertical proof, against 18% across all losses.
- Examples
- Lakeview Orthodontics, Summit Legal Group, Pinecrest Clinics
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.
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.