Section 20 · Sales Rep Work Elimination / Zero-Entry CRM
20.27Lead-source cleanup
Partly built — finishing in Phase 1- No.
- 20.27
- DMA's reference
- Decision Book p.41
- Phase
- Phase 1
- Autonomy
- L1 · Recommend
- DMA's decision
- Yes
What DMA asked for · Decision Book p.41
Clean up lead sources so marketing can see what really works.
Why it matters to DMA: Without clean sources, DMA can't tell which channels bring revenue.
In our words, from DMA's Product Decision Book v3, page 41.
How we do it
- Built: every lead's source is mirrored from Nutshell and used by the audit and the revenue reports.
- Not yet: mapping messy sources to one list. The synthetic data has eight clean sources, so there is nothing to map; the mapping needs DMA's real source list and the list DMA wants to keep.
- The design matches the cleanup of lost reasons (20.28): one code per lead from a fixed list, with the evidence. The write-back already waits on a named sign-off, "DMA source and lost-reason mapping", so nothing is written before DMA agrees the list.
Already in place
- Sources mirrored and used in reports.
What the later phase adds
- Mapping to DMA's source list, once DMA shares its real list.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
As typed
"google", "Google Ads", "adwords".
- Nutshell
- Rule in code
- Stored data
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Nutshell
Source
Lead sources in Nutshell.
- 2Sync
Copies Nutshell changes into the bridge database
Mirrors the source list and each lead's source.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
Each lead's source, used by reports.
- 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
Nothing is written to Nutshell.
- 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 |
|---|---|---|
| crm.sources | Nutshell's lead sources, mirrored. | 12 |
| crm.leads | Deals, with the source ids from Nutshell. | 26 |
Worked example
Synthetic demo data: every name, business and number is made up.
Sources in the synthetic data.
Lead sources
| Source |
|---|
| Website form |
| Referral |
| Google Ads |
| Inbound call |
| Trade show |
| Existing client |
| Partner |
| Cold outreach |
In the running POC
The screens for this one are being captured.
Status
Partly built — finishing in Phase 1. The parts run in the POC today; the rule that joins them is being finished for Phase 1.