Attio specialist

A CRM that behaves like a live database of your market

Most CRMs make you fill forms. Attio treats your market as data: typed, related, queryable. That changes what a CRM can do for revenue.

All in, and saying so

Our recent CRM builds run on Attio. We work inside it daily: modelling, migrating, automating, debugging. We still operate HubSpot and Salesforce where they already carry a business, but when a team asks what we would pick for them, the honest answer has been Attio every time.

From data model to handover

Forged in production, not in a sandbox

Our Attio playbook was hardened inside a private equity and M&A fund, anonymized here, where the CRM carries live deals and a wrong record costs real money.

Attio implementation, the short version

Every build starts with the diagnostic, not the contract. We map how revenue actually moves through your team: where leads enter, who touches them, what a deal needs before it closes, what happens after the signature. The data model comes out of that map, not out of a template, which is why no two of our workspaces look the same. This phase is short, usually a week, and it is where most CRM projects are quietly won or lost. A model designed on a fictional process produces a workspace nobody trusts within a quarter.

Then we build. Workflows and automations come first, because they are what makes a workspace breathe instead of rot. Our deepest deployment to date, a PE and M&A investment fund, runs 24 Attio workflows in production: post-meeting extraction that turns calls into structured records of participants, amounts and next steps, with a second adversarial pass that rejects anything that was not actually said in the meeting; deduplication that matches a Calendly booking email against a LinkedIn identity; an enrichment refresh that caught 953 stale profiles. On the same workspace we rebuilt the pipeline board and populated an owner on 71 of 71 deals, because a pipeline where deals belong to nobody is not a pipeline.

Honesty clause: Attio's native reporting is still limited, there is no native quoting, and the app ecosystem is young. We do not pretend otherwise. For that same fund we built the reporting layer through the API, 9 saved views and a dashboard with 7 charts, because the UI alone would not get there. Every build ends the same way: documentation, a runbook, a handover session. You own the model, the workflows and the docs, and we leave with no standing access. The full process, with timelines and the pitfalls we see most often, is on the Attio implementation page.

Migrations to Attio

A migration is mostly a decision about what deserves to survive. Before moving anything we audit the funnel, because importing noise just gives it a new home. On a B2B SaaS scale-up running HubSpot, that audit found 247 MQLs entered over the period, 13 deals marked won of which only 5 were real, and an average of 102 days sitting in SQL that nobody had measured. The lifecycle migration that followed excluded 35,788 contacts from communications, corrected 143 lifecycle stages, closed 158 dead deals as Lost and de-tagged 35,930 contacts, with zero deals accidentally flipped to won. That is the bar any CRM cutover should be held to: fields mapped, duplicates resolved, a full dry run on a copy, and a cutover that reconciles to the record before anyone touches production.

Coming from HubSpot or Salesforce, the questions are predictable enough that we wrote them down: what maps cleanly, what does not exist in Attio and how we compensate, and how to keep your pipeline moving during the switch. Read the HubSpot to Attio playbook or the Salesforce to Attio playbook, or skip the reading and request the free diagnostic: we will scope your specific case in one pass.

Before you ask

Go deeper

Everything we have written about Attio, from buying advice to migration playbooks. Same first-hand sources, no recycled marketing.