Section 20 · Sales Rep Work Elimination / Zero-Entry CRM
20.8Automatic company enrichment
Built — needs DMA's data- No.
- 20.8
- DMA's reference
- Decision Book p.37
- Phase
- Phase 1
- Autonomy
- L3 · Act within rules
- DMA's decision
- Yes
What DMA asked for · Decision Book p.37
Fill in company size, industry, location and website automatically.
Why it matters to DMA: Better company data means better scoring and routing, with no rep time.
In our words, from DMA's Product Decision Book v3, page 37.
How we do it
- The place for it is built: enrichment results are stored per company or person with the provider, the match confidence, the cost and an expiry date.
- No enrichment provider is connected in the prototype; which one to use is DMA's choice (cost per record, coverage). Until then, company facts come only from DMA's own notes, calls and the chat.
- When connected, results are written as AI fields through the write gate, never over a value a person typed.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
Missing
A company with no size or industry.
- Nutshell
- Stored data
- Rule in code
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Provider
Source
An enrichment provider (not yet chosen).
- 2Sync
Copies Nutshell changes into the bridge database
Not involved.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
Results with confidence, cost and expiry.
- 4AI
Claude models, only through DMA's own gateway
No AI model is involved: rules decide.
- 5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
AI fields only, through the write gate.
- 6Nutshell
The system of record
Nutshell is not changed.
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 |
|---|---|---|
| ai.enrichment | Company and contact data from an enrichment provider, with its match confidence and cost. | 9 |
Worked example
Synthetic demo data: every name, business and number is made up.
What is needed.
To switch it on
- Provider
- DMA's pick of an enrichment service, with its cost per record
- Fields
- Which Nutshell fields it may fill, set on the Fields screen
In the running POC
The screens for this one are being captured.
Status
Built — needs DMA's data. This capability runs in the POC today. It needs DMA's own content or data to go live; no code change is needed for that.