Foil

Foil is first-party competitive intelligence, native to Attio.

Your reps already know why you win and lose — it's sitting in every call recording, note and closed deal in your workspace. Foil reads that history and turns it into a maintained battlecard on every competitor you come up against: win rate, the objections buyers actually raise, the feature gaps they cite, and the plays that have closed deals against them before.

Every claim is grounded in a verbatim quote and linked back to the call it came from — so a rep can trust it mid-deal, and a leader can see the evidence behind it. No analyst folklore, no enablement team maintaining a wiki that's stale by Monday. Just your own record, kept current automatically.

Battlecards live where your team already works. Reps see which competitors are in play right on the deal record, and open the full card without leaving Attio. Competitor records carry win rate, momentum and deals seen. A Battlecards list keeps every card one click away.

Foil is built for revenue teams who compete on the same handful of rivals every quarter and are tired of guessing what works against them.

Foil will sync the following data from Attio:

• Call recordings, transcripts and summaries — the raw material Foil reads to spot when a competitor comes up and what was said about them.
• Notes — competitor mentions in written context (procurement comparisons, deal notes).
• Deals and their outcomes — closed-won and closed-lost stages, so win rate and momentum are computed from your real results.
• Companies — used once, on install, to understand what your company sells so Foil can tell "us" from "them" in a transcript.

From that, Foil:

1. Extracts signals. Every competitor mention becomes a typed signal — objection, feature gap, win play, watch-out or mention — each carrying the verbatim quote and a confidence score. Low-confidence extractions queue for a quick human check…
2. Computes the numbers. Win rate, deals seen and momentum per competitor, refreshed nightly from your closed deals.
3. Writes the battlecard back into Attio. Competitor object, Battlecards list, per-record battlecard content, and a Competitors widget on deal records.

Setup is four one-off steps:

1. Set up the Competitors table view — win rate, deals seen, momentum at a glance.
2. Add a view to the Battlecards list Foil creates in your sidebar.
3. Add the Battlecard widget to Competitor records.
4. Add the Competitors widget to Deal records.

After that it runs on its own — as new calls and notes land, cards stay current, with every claim still cited to the call it came from.