Section 3 · Instant Company & Marketing Intelligence

3.5Company enrichment

Built — needs DMA's data

What DMA asked for · Decision Book p.13

Add facts like industry, estimated size, locations and key executives automatically.

Why it matters to DMA: It feeds the opportunity score and personalises outreach without manual research.

In our words, from DMA's Product Decision Book v3, page 13.

Today the facts come from what DMA already has: the AI reads every Nutshell note and deal and extracts company size, locations, spend, who decides and other stakeholders, each with its quote. In the website chat, the note-taker records industry, locations and role from the visitor's own words.
Those facts feed the score (size, authority) and the outreach writer's personal details, and each is shown on Account 360 with its evidence.
Filling blank Nutshell fields (industry, size, website, phone) is a rule DMA controls: allowed on its own only when the field is empty and the confidence is high, through the write gate, with undo.
What remains is a firmographic data provider (a Clearbit-class source, DMA's choice) for accounts whose notes are thin, and for key executives' names and titles. It plugs into the same facts and the same fill-blanks 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

From DMA's own records

"All three offices", "15k SEO", the Ops Director on the account.

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

1Notes, chats, a provider
Source
DMA's records and the visitor's words today; a data provider to add.
2Sync
Copies Nutshell changes into the bridge database
Brings the notes and deals from Nutshell.
3Bridge database
A copy of the CRM data, plus what the AI works out
Company facts, each with its evidence and confidence.
4AI
Claude models, only through DMA's own gateway
Extracts facts from text; never invents one.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Fills empty Nutshell fields when DMA's rule allows it.
6Nutshell
The system of record
Industry, size, website and phone, filled only where blank.

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.extracted_facts	Company facts with their quote, note and confidence.	15
crm.accounts	The mirrored account, including industry and custom fields.	17

How the tables connect (1)

Column	Points to	Kept by
ai.extracted_facts.prompt_id	agent.prompts	The application (by id)

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

1 / 2

What you see

1.The facts, by note

Account 360 lists each fact with the quote and the note it came from.

localhost:13301/accounts

What happens in the system

AI agentreactivation analyst
Extracts size, spend, who decides and stakeholders from the notes (Claude Haiku 4.5).
Bridge databaseai.extracted_facts
Each fact with its quote, note, date and confidence.

Northside Dental Group in the demo data (synthetic): facts found in DMA's own notes.

Fact	Value	Evidence
Size	3 locations	"all three offices" (note, February 2022)
Monthly spend	$15,000 on SEO	"15k SEO" (note, June 2026)
Who decides	Ops Director	Contact on the account
Key executives	From a data provider	To be added with DMA's chosen source

localhost:13301/accounts

1 / 2Account 360: company facts with their evidence.

Dashboard · Accounts, Northside Dental Group open. 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
Accounts	DMA AI dashboard	Open an account to see its facts.

Built — needs DMA's data

Built — needs DMA's data. This capability runs in the POC today. It needs DMA's own content or data to go live; no code change is needed for that.