Section 2 of 21 · Decision Book p.11–12
2. Qualification & Opportunity Scoring
Every prospect and every Nutshell record gets a hidden 0–100 opportunity score and an A/B/C tier. The AI finds the evidence in the notes and conversations; code does the maths with DMA's weights, so every score can be explained.
What we built for this section
- Two scoring versions (dormant records and website visitors), with DMA's weights and tier cut-offs, versioned and approved.
- Every score stored with its reasons, points, evidence and a plain "could be wrong if" line, one click away on any list.
- Different next steps per tier: a call, a personal email that waits for approval, or no effort yet.
- Re-scoring after every chat exchange and whenever a record changes in Nutshell; services that fit detected from deals, notes and chats.
- A backtest on Measurement that shows how well the score ranks past outcomes; learning the weights from DMA's real history is Phase 2.
The 5 capabilities, in the book's order
| No. | Capability | Book page | Phase | Autonomy | Status |
|---|---|---|---|---|---|
| 2.1 | Hidden 0-100 opportunity scoreEvery prospect gets an internal 0–100 score from company size, spend, pain, authority, timing and fit. The prospect never sees it. | p.11 | Phase 1 | L4 · Autonomous | Built in the POC |
| 2.2 | Learn scoring from DMA's real historyUse DMA's real won and lost deals to learn what actually predicts revenue, instead of guessing the weights. | p.11 | Phase 2 | L1 · Recommend | Designed for Phase 2 |
| 2.3 | Different treatment for different buyersA $500-a-month local prospect and a $100,000-a-month advertiser shouldn't go through the same process. | p.12 | Phase 1 | L3 · Act within rules | Built in the POC |
| 2.4 | Real-time re-scoringThe score updates mid-conversation as new information (budget, urgency, authority) comes out. | p.12 | Phase 1 | L4 · Autonomous | Built in the POC |
| 2.5 | Multi-service detectionNotice when someone asking about SEO is really a PPC + SEO + reputation opportunity. | p.12 | Phase 1 | L2 · Prepare, then wait for approval | Built in the POC |