Section 15 · Deal Autopsy & Sales Coaching
15.3Rep coaching
Designed for Phase 3- No.
- 15.3
- DMA's reference
- Decision Book p.29
- Phase
- Phase 3
- Autonomy
- L1 · Recommend
- DMA's decision
- Yes
◆ Amended in v3 of the book.
What DMA asked for · Decision Book p.29
Show what a salesperson could have asked, explained or followed up on differently.
Why it matters to DMA: Valuable but sensitive: it needs a decision on how it is delivered (manager-only or to the rep), so the book places it in Phase 3.
In our words, from DMA's Product Decision Book v3, page 29.
How we do it
- Scheduled for Phase 3, and only after DMA decides who sees coaching.
- Built from the patterns (15.2) and the call summaries the POC already writes: for each lost deal, what was missing at the moment it mattered (a question not asked, proof not shown, a follow-up not sent).
- Delivered as a short private note in the way DMA chooses, with the evidence, never as a score on the person.
Already in place
- Call and meeting summaries with promises and next steps are already written from transcripts (section 20).
- 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.
What the later phase adds
- DMA's decision on who sees coaching.
- A per-deal "what could have gone differently" note with evidence.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
The inputs
The call summaries and the patterns for lost deals.
- Stored data
- AI
- Person
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 |
|---|---|---|
| conv.summaries | Summaries of calls and conversations, versioned. | 17 |
| crm.leads | Deals mirrored from Nutshell, with outcome, value and close date. | 26 |
How the tables connect (1)
| Column | Points to | Kept by |
|---|---|---|
| conv.summaries.prompt_id | agent.prompts | The application (by id) |
Worked example
Synthetic demo data: every name, business and number is made up.
A designed coaching note (synthetic example).
Coaching note
- Deal
- Lakeview Orthodontics — web redesign (lost)
- Moment
- Second call, 14 minutes in: "Do you have anything like us?"
- Could have
- Sent the sample orthodontics case study the same day
In the running POC
There is no screen for this one yet: it is designed for Phase 3, as DMA's book decides. The parts listed under “Already in place” run in the POC today.
Status
Designed for Phase 3. DMA's book schedules this for Phase 3 (decision: later). The design is ready and builds on parts that already run in the POC.