Build a CRM Around Your Business (Not the Other Way Around): How Attio Helps RevOps Reclaim Control

Every RevOps professional has lived through the fragmented tech stack nightmare: Salesforce or HubSpot for CRM, Outreach or Salesloft for sequencing, Gong or Zoom for calls, ZoomInfo for enrichment, LeanData for routing, and the list goes on and on . . . and somehow it's all expected to plug in seamlessly.

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Spoiler alert: it doesn’t.

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Enter Attio - an AI-native, builder‑friendly CRM designed to conform to your GTM motion rather than forcing your team to adapt. In a recent demo with Zev Lebowitz, Head of Solutions & Success at Attio, we saw how their platform empowers teams to move faster, smarter, and with far less technical friction.

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A CRM That Evolves With Your Business

Attio is a unified platform that combines customizable object modeling, workflow automation, sequencing, built-in AI, enrichment, reporting, and more - all in one intuitive interface.

• Flexible data modeling: Design custom objects and relationships that mirror your GTM and product motion - tracking anything from onboarding stages to churn risk and upsell potential.
• Built-in automation & AI: Automate everything from lead routing and task creation to AI‑driven research agents that evaluate ICP fit, score PQLs, and trigger complex workflows.
• Call and email capabilities: Sequence emails, record calls, generate searchable transcripts, auto‑summaries, and tone/mood insights — all without leaving the CRM.
• Built-in enrichment & relationship intelligence: Automatically enrich records with firmographics, contact relationships, email/calendar sync data - no vendor juggling required.

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Why Attio Resonates With RevOps Teams

• Fewer tools, more efficiency: Attio replaces whole swaths of your stack - sequencers, enrichment tools, call tools, automation engines - with unified native functionality.
• Data model you own: No more “industry_clean_final_v3” attributes. Build objects and relationships from scratch to match your GTM and product structure.
• AI embedded, not tacked on: From AI Attributes that live directly in lists, views, and record pages — to agents that can summarize, classify, or research across thousands of records automatically.

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“Seeing Attio’s AI agents in action is just like magic…” — Axel Junestrand, GTM Manager, Legora

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Feature Highlights That Pack a Punch

🧱 Fully Customizable Object Model

Design UNLIMITED objects and relationships with custom attributes tailored to your GTM motion - deals, workspaces, usage, churn, upsell triggers - structured exactly how your business needs it.

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🧠 AI That Actually Does Things

Embedded AI capabilities - including a research agent to evaluate leads, create custom summarization, and classification - automate high‑value tasks with transparency.

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📬 Native Sequencing and Call Intelligence

Email sequences launched from within workflows, automated call summaries, tone detection, and actionable next steps—no third‑party integrations required.

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🔄 Automation Engine You Control

Trigger workflows based on product usage, firmographics, email activity, or manual approvals in Slack. Route leads, assign tasks, and enroll contacts in sequences - configured entirely within Attio's platform.

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📈 Real-Time Reporting & Live Data

Dashboards and insight reports built directly on live CRM data - no more stale ETL exports. Drill into pipeline health, conversion velocity, churn risk, and sales velocity in real time.

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Implementation & Integrations

Attio advocates for real-world flexibility:

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🚀 Self-serve setup, often live in under two weeks, with built-in migration tools for Salesforce, HubSpot, Pipedrive, Zoho, CSV, and Excel.

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✅ Native integrations available via Segment, Polytomic, Hightouch, Census, Slack, Gmail, Outlook, iOS and Android.

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🛠️ Access via APIs and webhooks for custom integrations or bespoke workflows.

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Ideal User Profile

Attio is purpose-built for:

• B2B SaaS and product-led growth companies
• RevOps teams seeking flexibility over rigidity
• Small-to-mid-sized teams scaling rapidly
• RevOps leaders frustrated with legacy CRMs like Salesforce or HubSpot
• Teams looking for speed, simplicity, and structure in one platform

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Discover how thousands of companies use Attio to scale their business.

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Pricing & Support

Attio has plans to match teams at every growth stage:

• Free plan: Up to 3 seats, automatic enrichment, email sync, limited automations & basic reporting—perfect for experimentation or small teams.
• Plus/Pro: Adds unlimited users, advanced enrichment, call intelligence, more automation capacity, priority support.
• Enterprise: Custom configuration, SAML/SSO, unlimited objects, dedicated CSM support, and flexible invoicing.

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Try Attio today with no credit card required. Build workflows, define AI attributes, and test real use cases before committing.

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To Sum It All Up

Attio flips the script on CRM by combining:

• A flexible data model built for your business
• AI that lives in your workflows and views - not in a marketing deck
• Native automation that replaces multiple tools
• Real-time reporting on live data
• Rapid adoption, minimal tech friction, and complete transparency

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If you're ready to ditch the Frankenstack and build a CRM that truly works for, not around, your business - try Attio for free or request a demo.

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PS - you can also check out Attio Academy to see how you can get started with Attio in a few short videos.

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Looking for more great content? Check out our blog and join the community. See all our partners and explore more RevOps Demos.

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