Section 16 · Management Intelligence — Ask the Business Questions
16.4Best source / vertical / rep analysis
Designed for Phase 2- No.
- 16.4
- DMA's reference
- Decision Book p.31
- Phase
- Phase 2
- Autonomy
- L1 · Recommend
- DMA's decision
- Yes
What DMA asked for · Decision Book p.31
Show where the best, highest-closing opportunities really come from: source, vertical and rep.
Why it matters to DMA: It tells DMA where to put its marketing and sales effort.
In our words, from DMA's Product Decision Book v3, page 31.
How we do it
- Scheduled for Phase 2, after the audit and closed-loop measurement.
- Code groups closed deals by lead source, vertical and owner and reports the win rate, average value and time to close for each, with enough deals to be meaningful.
- It reuses the measurement already built (section 18), so the numbers match what the Measurement screen shows.
Already in place
- Lead sources, verticals and owners are already mirrored and classified.
- Closed-loop measurement of revenue (18.2) on the Measurement screen.
What the later phase adds
- The grouped win-rate and value table.
- A minimum-sample rule so small groups aren't over-read.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
Closed deals
Every won and lost deal, mirrored from Nutshell.
- Nutshell
- Rule in code
- Screen
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Nutshell
Source
Closed deals with their source and owner.
- 2Sync
Copies Nutshell changes into the bridge database
Mirrors them.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
The grouped figures.
- 4AI
Claude models, only through DMA's own gateway
Not needed: SQL.
- 5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Not involved.
- 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 with source, owner, outcome and value. | 26 |
| crm.sources | Lead sources as defined in Nutshell. | 12 |
Worked example
Synthetic demo data: every name, business and number is made up.
A designed table (synthetic example).
By lead source
| Source | Win rate | Avg. value |
|---|---|---|
| Referral | 41% | $42,000 |
| Google Ads | 22% | $28,000 |
| Website chat | 29% | $31,000 |
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 |
|---|---|---|
| Measurement | DMA AI dashboard | The closed-loop numbers this builds on. |
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.