Section 5 · Reactivate Old Leads Now

5.2Former-client win-back

Built in the POC

What DMA asked for · Decision Book p.15

Identify good former DMA clients worth winning back, remembering why they left.

Why it matters to DMA: Former clients already know DMA's work, so the sales cycle is shorter than with cold prospects.

In our words, from DMA's Product Decision Book v3, page 15.

An account that was won and later lost, or is tagged as a former client, is recognised as one. The AI reads why they left, with the quote.
Code decides whether that reason is fixable: budget, timing, reporting, communication or a change of owner are fixable; a cheaper provider, going in-house or disappointing results are not. Only fixable churn adds points.
The win-back email starts from the history ("when we worked together…") and addresses the reason they left, using DMA's approved claims only.

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

Step 1 of 3

A former client

Northside Dental Group: won in 2022, renewal lost in 2024.

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

1Past clients
Source
Won deals, later losses, and notes.
2Sync
Copies Nutshell changes into the bridge database
Mirrors them.
3Bridge database
A copy of the CRM data, plus what the AI works out
The churn reason, whether it's fixable, the score.
4AI
Claude models, only through DMA's own gateway
Reads why they left.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
The next step to Nutshell.
6Nutshell
The system of record
The win-back shows on the account.

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	Each account's record type (lost deal, former client, forgotten lead) and next step.	16
tax.classifications	Lost reasons and churn reasons, each with its evidence.	19
ai.scores	The score, with the reason the record is revivable.	20

How the tables connect (4)

Column	Points to	Kept by
ai.account_twin.prompt_id	agent.prompts	The application (by id)
tax.classifications.node_id	tax.nodes	The database (foreign key)
tax.classifications.prompt_id	agent.prompts	The application (by id)
ai.scores.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.Why it scores well

"Former client, fixable churn" is one of the reasons, with its points.

localhost:13301/accounts

What happens in the system

Rule enginechurn check
"unhappy with reporting" matches a fixable reason; 13.5 points.

Northside Dental Group in the demo data (synthetic).

localhost:13301/accounts

1 / 2Why? on Northside's score.

Dashboard · Accounts, Northside Dental Group, why the score. 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	Former clients and why they left.

Built in the POC

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