Section 21 · Final Revenue Multipliers & Control Plane
21.1Account Digital Twin
Built in the POC- No.
- 21.1
- DMA's reference
- Decision Book p.44
- Phase
- Phase 1
- Autonomy
- L3 · Act within rules
- DMA's decision
- Yes
◆ Amended in v3 of the book.
What DMA asked for · Decision Book p.44
Keep one living memory per account: people, history, prior proposals, objections, current signals, service fit, commitments and the next best action.
Why it matters to DMA: It stops account knowledge being scattered across notes, emails, calls and reps, and it is the shared context every other AI worker reads.
In our words, from DMA's Product Decision Book v3, page 44.
How we do it
- Every account has an Account Digital Twin in the bridge database: its lifecycle state, record type, tier, next best action, whether it can be contacted, the people and their status, deals, dated facts, objections, services that fit, the why-now signal and a rolling summary.
- It is rebuilt by code whenever the account changes (a Nutshell change, a chat, a logged call, a reply), as a new version, so its history is kept and every decision can say which version it read.
- Every AI worker reads the twin instead of re-reading raw notes: the outreach writer, the reply handler, the briefing agent, the team workspace and the chat for a returning prospect.
- Account 360 on the dashboard is the twin as the team sees it.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
Something changes
A logged call adds a new fact.
- Person
- Stored data
- AI
- Screen
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Everything about the account
Source
Nutshell, chats, calls, replies.
- 2Sync
Copies Nutshell changes into the bridge database
Keeps the mirror current.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
The twin, versioned, with its summary.
- 4AI
Claude models, only through DMA's own gateway
Workers read it; code builds it.
- 5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
AI fields derived from it go to Nutshell.
- 6Nutshell
The system of record
Stays the system of record for CRM facts.
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.account_twin | The twin: one current version per account, older ones kept. | 16 |
| conv.summaries | The rolling account summary the twin points to. | 17 |
How the tables connect (2)
| Column | Points to | Kept by |
|---|---|---|
| ai.account_twin.prompt_id | agent.prompts | The application (by id) |
| conv.summaries.prompt_id | agent.prompts | The application (by id) |
Worked example
Synthetic demo data: every name, business and number is made up.
The twin on Account 360
What you see
1.One place for the account
Account 360: summary, facts, next step, people, proposals and calls, timeline.
What happens in the system
- Bridge database
ai.account_twinThe current version, rebuilt whenever the account changes.
Northside Dental Group's twin (synthetic account).
What the twin holds
- Lifecycle
- Former client
- Tier and score
- A, 85
- Why now
- Contract ends March 2027 (in 5 months)
- People
- Dana Ortiz, Ops Director (can be emailed)
- Deals
- SEO, won 2022; SEO renewal, lost 2024 ("unhappy with reporting")
- Services that fit
- SEO, local search
- Next best action
- Win-back email to Dana
In the running POC
1 / 2Account 360: the Account Digital Twin.
- 1The account: name, tier, value.
- 2The people, and whether each can be emailed.
- 3Proposals and calls: draft a proposal or log a call.
Dashboard · Account 360. Captured from the running POC on September 25, 2026; synthetic data.
See it live
Opens the exact screen in the running POC, in a new tab.
| Open | Where | What to try |
|---|---|---|
| Accounts | DMA AI dashboard | Open any account. |
Status
Built in the POC. This capability runs in the POC today, on synthetic data, end to end.