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Section 6 of 21 · Decision Book p.17–18

6. The 'Why Now?' Engine

The 'Why Now?' engine contacts people because something happened, not because time passed. DMA's book puts the outside-event feeds in Phase 2; the reason-to-contact from DMA's own Nutshell history, including when another agency's contract ends, runs in the POC today.

What we built for this section

  • A why-now on every account, taken from DMA's own notes and dated by code: windows the prospect gave, contract ends, open proposals and promises.
  • Contract-end dates for prospects tied to another agency, turned into a dated follow-up (6.8).
  • Timing in the score and the next best action, from rules DMA approves.
  • The designs for six outside-event triggers, each landing in the same why-now, scoring and approval path.

The 8 capabilities, in the book's order

No.CapabilityBook pagePhaseAutonomyStatus
6.1Watch for a real reason to contact someoneReach out because something happened that gives a real reason to, not just because months have passed since the last contact.p.17Phase 2L2 · Prepare, then wait for approvalDesigned for Phase 2
6.2Leadership change triggerNotice when a prospect gets a new CEO or marketing leader, because new leaders often review their agencies.p.17Phase 2L1 · RecommendDesigned for Phase 2
6.3Expansion triggerNotice when a prospect opens new offices, stores, franchises or markets, which usually brings new SEO and paid-ads needs.p.17Phase 2L1 · RecommendDesigned for Phase 2
6.4Website redesign triggerNotice when a prospect relaunches their website, which often breaks SEO or conversion and is a specific reason to get in touch.p.17Phase 2L1 · RecommendDesigned for Phase 2
6.5Ranking / visibility drop triggerIf a strong old prospect loses search visibility, treat it as a legitimate reason to reach out.p.18Phase 2L1 · RecommendDesigned for Phase 2
6.6Reputation triggerNotice bad press, a run of negative reviews or search-result problems that create an immediate need.p.18Phase 2L1 · RecommendDesigned for Phase 2
6.7Funding / acquisition / launch triggerNotice new funding, an acquisition or a product launch, which often come with a new marketing budget.p.18Phase 2L1 · RecommendDesigned for Phase 2
6.8Estimated agency-contract expirationWhen DMA's notes say a prospect is tied to another agency, work out when that contract ends, so the lost reason turns into a dated follow-up.p.18Phase 2L1 · RecommendBuilt in the POC
6. The 'Why Now?' Engine · DMA AI proof