Section 17 of 21 · Decision Book p.31–32
17. Pipeline Hygiene — Stop Losing Money to Messy CRM
DMA's book asks the system to keep the CRM honest: find people who left, stuck deals, deals with no next step, messy lost reasons and records owned by former staff. All five run in the POC with every audit of the CRM; they detect and explain, and people fix the records in Nutshell.
What we built for this section
- Hygiene rules on every audit run: stuck deals, missing next steps, former owners, dead or bounced contacts, duplicates.
- Lost reasons mapped to one code with the quoted evidence, or "not enough evidence".
- Field rules that decide if a cleaned value may be written back to Nutshell.
The 5 capabilities, in the book's order
| No. | Capability | Book page | Phase | Autonomy | Status |
|---|---|---|---|---|---|
| 17.1 | Find dead or changed contactsFind people who have left their companies and, where possible, locate the new decision maker. | p.31 | Phase 1 | L1 · Recommend | Built in the POC |
| 17.2 | Find stuck dealsSpot opportunities that have sat in a stage too long with no next activity. | p.31 | Phase 1 | L1 · Recommend | Built in the POC |
| 17.3 | Find missing next stepsEvery serious opportunity should have an owner and a next action. | p.32 | Phase 1 | L1 · Recommend | Built in the POC |
| 17.4 | Find bad/inconsistent lost reasonsClean up bad or inconsistent lost reasons, so future scoring rests on reliable history. | p.32 | Phase 1 | L1 · Recommend | Built in the POC |
| 17.5 | Find opportunities owned by former employeesFind accounts and deals owned by people who have left DMA, so they don't disappear. | p.32 | Phase 1 | L1 · Recommend | Built in the POC |