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

20.14Zero-entry CRM updates

Built in the POC

What DMA asked for · Decision Book p.38

Keep the CRM up to date without reps typing.

Why it matters to DMA: A CRM that updates itself is one reps trust and use.

In our words, from DMA's Product Decision Book v3, page 38.

Two routes, both through the write gate. Calls: the scribe turns a transcript into one approval batch (20.1–20.5).
Fields DMA lets the AI keep up to date (for example AI Service Lanes and AI Segment) are written without asking, one batch at a time, each batch with one-click undo under Approvals → Written by AI.
Which fields the AI may touch, and how, is set per field on the Fields screen and signed off by DMA. Nothing else in Nutshell is changed.

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

Step 1 of 5

A call

The scribe prepares the changes.

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

1Call transcript
Source
A call transcript: pasted, or a Zoom .vtt / .txt file dropped on the account (text only, 512 KB at most).
2Sync
Copies Nutshell changes into the bridge database
Reads the account, people and open deals from the mirror, to match the call to the right company.
3Bridge database
A copy of the CRM data, plus what the AI works out
The run, the facts with their quotes and the e-mail draft are stored; the transcript is kept encrypted.
4AI
Claude models, only through DMA's own gateway
The fast model reads the call and copies exact words; code checks every quote, date and amount. The conversation model drafts the follow-up.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Every change waits as one batch for one approval, then leaves through the write gate with 30 seconds to undo.
6Nutshell
The system of record
The note, the tasks and the fields appear on the deal, marked as written by DMA AI.

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
ctrl.outbox	The write gate: each proposed Nutshell change, its approval and what it replaced.	28
ctrl.approvals	The approval queue: one row per batch waiting for a person, with its risk and the undo window.	22
ai.scribe_runs	One row per logged call: the transcript's fingerprint, the account it matched, the extraction and the approval batch it produced.	24

How the tables connect (3)

Column	Points to	Kept by
ctrl.outbox.approval_id	ctrl.approvals	The database (foreign key)
ai.scribe_runs.conversation_id	conv.conversations	The database (foreign key)
ai.scribe_runs.approval_id	ctrl.approvals	The database (foreign key)

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

What the AI wrote to Nutshell in the POC (live counts, synthetic data).

localhost:13301/approvals

1 / 2Approvals → Written by AI: every AI write to Nutshell, with undo.

Dashboard · Approvals → Written by AI (L3). 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
Approvals → Written by AI	DMA AI dashboard	What the AI wrote to Nutshell, with undo.
Nutshell simulator	CRM simulator (stands in for Nutshell)	Open a company: the AI fields and the AI's entries in its timeline.

Built in the POC

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