Section 20 · Sales Rep Work Elimination / Zero-Entry CRM

20.6Automatic CRM data cleansing

Partly built — finishing in Phase 1

What DMA asked for · Decision Book p.37

Clean CRM data automatically: standard values, consistent fields, no junk.

Why it matters to DMA: Clean data is what makes scoring, routing and reporting trustworthy.

In our words, from DMA's Product Decision Book v3, page 37.

Built: the rules find the problems (stuck deals, missing next steps, former owners, bad and role e-mails, duplicates) with every audit run, and explain each one.
Built: cleaned values the AI owns are written back as AI fields (AI Service Lanes and AI Segment today), each batch with one-click undo. AI Lost Reason is prepared and waits for DMA's lost-reason mapping sign-off.
Not yet: rewriting fields people typed. Each field needs DMA's rule on the Fields screen (may the AI change it, at what level?) before any automatic cleanup; that sign-off is DMA's to give.

Automatic cleanup of people-typed fields, field by field, once DMA signs off each field's rule.

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

Step 1 of 4

The data

Deals, contacts and companies from Nutshell.

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

1Nutshell
Source
Deals, contacts, tasks, activities, notes and users.
2Sync
Copies Nutshell changes into the bridge database
Keeps the mirror current, so the rules see today's state.
3Bridge database
A copy of the CRM data, plus what the AI works out
One open flag per record and problem, with its details and the rule version.
4AI
Claude models, only through DMA's own gateway
Not needed for most flags: they are rules. The audit adds what only the notes say.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Flags don't write to Nutshell; fixes happen there, by people (or through the write gate where a field rule allows it).
6Nutshell
The system of record
Reps fix the record; the flag closes on the next run.

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.hygiene_flags	One open flag per record and problem (stuck deal, missing next step, former owner, bad email, duplicate), with severity, details and the rule version.	10
ctrl.outbox	The write gate: each proposed Nutshell change, its approval and what it replaced.	28

How the tables connect (1)

Column	Points to	Kept by
ctrl.outbox.approval_id	ctrl.approvals	The database (foreign key)

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

Open flags in the POC today (live counts, synthetic data).

localhost:13301/hygiene

1 / 2Pipeline hygiene: every open flag the rules found, highest severity first (live, synthetic data).

Dashboard · Pipeline hygiene, every open flag. 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
Pipeline hygiene	DMA AI dashboard	Every open flag, with a chip per kind.
Approvals → Written by AI	DMA AI dashboard	What the AI wrote to Nutshell, with undo.

Partly built — finishing in Phase 1

Partly built — finishing in Phase 1. The parts run in the POC today; the rule that joins them is being finished for Phase 1.