Section 2 · Qualification & Opportunity Scoring

2.3Different treatment for different buyers

Built in the POC

What DMA asked for · Decision Book p.12

A $500-a-month local prospect and a $100,000-a-month advertiser shouldn't go through the same process.

Why it matters to DMA: It stops senior sales time going to small deals and stops big ones being under-served.

In our words, from DMA's Product Decision Book v3, page 12.

The tier and the safety gates decide the next best action for every record, by rules DMA can read and change: tier A with a live reason gets a personal email or a call today; tier B gets a personal email draft; tier C is left alone or watched for a signal; a small account with nothing live is capped at C.
Who does it is part of the decision: routine emails are drafted by the AI and wait for approval; calls and finding a new contact go to a person on the team.
In the website chat, the buyer type changes the conversation: a busy executive gets a shorter path; a skeptic gets evidence first; a researcher gets teaching first. The tier decides the follow-up: tier A is "call today", others get an email with their site review.
Deals above the size DMA sets go to Josh (escalation trigger 1), so the largest opportunities get a senior person.

It plays on its own while it's on screen; hover or use the controls to pause or step through.

Step 1 of 4

Scored and tiered

Every record has a score, a tier and any gate that capped it.

The same six stages on every page. Nothing reaches Nutshell except through the write gate.

1Records and chats
Source
Every Nutshell record and website visitor.
2Sync
Copies Nutshell changes into the bridge database
Keeps the records current.
3Bridge database
A copy of the CRM data, plus what the AI works out
The next best action and who does it, with each score.
4AI
Claude models, only through DMA's own gateway
Drafts the emails and adapts the chat to the buyer type.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Writes the AI Next Best Action field to Nutshell.
6Nutshell
The system of record
The team sees the next step on each record.

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
ai.scores	The next best action, who does it and until when, with the score.	20
ai.scoring_configs	The next-best-action rules and tier cut-offs, versioned.	15
ai.account_twin	The lifecycle state and whether the account can be contacted.	16

How the tables connect (3)

Column	Points to	Kept by
ai.scores.prompt_id	agent.prompts	The application (by id)
ai.scoring_configs.approval_id	ctrl.approvals	The application (by id)
ai.account_twin.prompt_id	agent.prompts	The application (by id)

Synthetic demo data: every name, business and number is made up.

1 / 3

What you see

1.The ranked list

Today lists the top revivable accounts; each row carries its own next step.

localhost:13301/

What happens in the system

The main paths among the prototype's 300 scored records (292 accounts and 8 leads with no company; synthetic demo data).

Tier	Next best action	Done by	Records
A	Personal reactivation email	AI drafts, a person approves	24
A	Call today	A salesperson	2
B	Personal reactivation email	AI drafts, a person approves	75
B	Find a new contact (the old one left)	A salesperson	9
C	No action, or watch for a signal	Nobody's time	182
Any	Capped at C: small account with nothing live	Gate	110

localhost:13301/

1 / 2Today: each account with its reason and its own next step.

Dashboard · Today. Captured from the running POC on September 25, 2026; synthetic data.

Opens the exact screen in the running POC, in a new tab.

Open	Where	What to try
Today	DMA AI dashboard	Each account's next step, by tier.

Built in the POC

Built in the POC. This capability runs in the POC today, on synthetic data, end to end.