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

20.26Bad-data detection

Built in the POC

What DMA asked for · Decision Book p.41

Spot bad data: dead e-mails, role addresses, records owned by people who left.

Why it matters to DMA: Bad data quietly breaks outreach, routing and reports.

In our words, from DMA's Product Decision Book v3, page 41.

Rules flag bad or role e-mails, records owned by a disabled Nutshell user, and likely duplicates, each with what the rule saw.
Every address is verified before any send (20.10).
Flags don't change Nutshell; people fix the record there and the flag closes on the next run.

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 records

Contacts, deals, companies.

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
ai.email_verifications	Each contact address's check result (valid, risky, invalid) and why.	10

How the tables connect (1)

Column	Points to	Kept by
ai.email_verifications.run_id	agent.runs	The application (by id)

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

Live counts, synthetic data.

localhost:13301/hygiene?hyg_flag=former_owner

Pipeline hygiene, filtered to records owned by people who left.

Dashboard · Pipeline hygiene, records owned by people who left. 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: former owners	DMA AI dashboard	Records owned by people who left.

Built in the POC

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