Section 5 · Reactivate Old Leads Now
5.1Lost-deal resurrection
Built in the POC- No.
- 5.1
- DMA's reference
- Decision Book p.15
- Phase
- Phase 1
- Autonomy
- L1 · Recommend
- DMA's decision
- Yes
★ Marked "non-negotiable, build first" in the book.
What DMA asked for · Decision Book p.15
Find deals lost only to timing, budget or an incumbent contract, and bring them back when circumstances change.
Why it matters to DMA: Possibly the single highest-value item in the system; the real size depends on what the review of DMA's records finds.
In our words, from DMA's Product Decision Book v3, page 15.
How we do it
- Every lost deal gets a lost reason from DMA's list (price, timing, no budget, incumbent, competitor, poor fit and others), read from the deal and its notes with the evidence quoted.
- Dated facts are resolved by code against the note's date: "call us in Q1" written in June 2026 means Q1 2027, and "our contract ends March" becomes March 2027. When the reason to wait has passed or is close, the deal is revivable, and the score says so ("lost on timing, window reopened").
- Deals lost to a reason that doesn't go away (poor fit, a bad experience not fixed) are not pushed.
- Revivable lost deals enter the reactivation list as the "resurrection" segment, with the fact that makes them timely, ready for a personal email.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
A lost deal
Lost in 2024; the note says "revisit after our fiscal year".
- Nutshell
- AI
- Rule in code
- Routing
- Screen
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Lost deals
Source
Deals and their notes in Nutshell.
- 2Sync
Copies Nutshell changes into the bridge database
Mirrors them.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
Lost reasons, dated facts, the score and the segment.
- 4AI
Claude models, only through DMA's own gateway
Reads the lost reason and the dates in the notes.
- 5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
AI fields and the next step to Nutshell.
- 6Nutshell
The system of record
The deal shows why now.
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 | 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) |
Worked example
Synthetic demo data: every name, business and number is made up.
A timely lost deal on Today
What you see
1.The why-now reason
Today shows each revivable account with the fact that makes it timely.
What happens in the system
- Rule engine
date resolution"contract ends March" in a June 2026 note becomes March 2027 (upcoming), by code, not by the AI.
- Bridge database
ai.scoresThe reason "incumbent contract ending" and its points.
Lost reasons across the prototype's 82 lost deals (synthetic).
Why deals were lost
| Lost reason | Deals | Revivable when |
|---|---|---|
| Price | 27 | Budget or offer changes |
| Timing | 18 | The stated window reopens |
| Competitor | 7 | Their contract nears its end |
| No budget | 4 | A new budget year |
| Incumbent contract | 4 | The contract end date nears |
| Not enough evidence | 33 | Not pushed until something is known |
In the running POC
1 / 2Today: each account with its why-now reason.
- 1The reason, from the notes.
- 2The next step.
Dashboard · Today. 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 |
|---|---|---|
| Today | DMA AI dashboard | Revivable accounts with their why-now reason. |
Status
Built in the POC. This capability runs in the POC today, on synthetic data, end to end.