• Introducing Attio Objects

Introducing Attio Objects

Ilan Cedillos
on June 12, 2024
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Today, we’re excited to announce Attio Objects, our powerful data model with custom objects that gives you complete flexibility over how you structure your CRM.

We know how challenging it has been to find a CRM that perfectly fits your business and data model, let alone one that also allows your GTM team to build fast and iterate. Attio Objects changes that.

With the introduction of custom objects, along with new Workspaces, Users, and Deals objects, Attio’s data model will work with your business, no matter how unique.

Whether you're a PLG startup, a sales-driven business, or have a unique business and data model that requires custom objects, Attio gives you the power to build the exact CRM you need, in a fraction of the time and cost.

“Attio is building the next generation CRM. I’ve been amazed by its powerful and flexible object relational system. I can finally configure our CRM to fit our business needs, rather than the other way around.” — Margaret Shen, Head of Business Operations, Modal

High-growth startups like Replicate, Replit, ElevenLabs, Modal, Passionfroot and more are already using Attio’s object architecture to perfectly match their businesses and accelerate their GTM growth.

A data structure that actually represents your business

Our customers often tell us that one of their biggest challenges is finding an out-of-the-box CRM that actually reflects how their business works. They’ve always been forced to fit their workflows and data into pre-existing data structures that don't match their needs, which causes tons of headaches, overhead, and missed opportunities for GTM motions.

With Attio’s Object data model, you have complete flexibility over how you structure your data to build whatever you need.

For example, let’s say you’re running a B2B marketplace. In this case, the standard Companies, People and Deal objects aren't sufficient to capture the complexity of your business model. They are great for tracking your sales leads and contacts, but they don’t capture the full picture of your business.

On your platform, you have buyers and sellers transacting with each other, generating a wealth of data that is crucial for your GTM efforts. To truly represent your business model in your CRM, you might map out your custom objects like this:

CustomBuyersThose purchasing your products/services in your marketplace
CustomSellersThose selling products/services in your marketplace
CustomTransactionsData store for every transaction that occurs
StandardPeopleContacts who you deal with on the non-marketplace side of your business
StandardCompaniesCompanies who you deal with on the non-marketplace side of your business
StandardDealsA potential sale that your business wants to track between your company and another organization or individual 

Using these custom objects in Attio, you'll be able to easily differentiate between a company or contact that interacts in your marketplace and those who you interact with outside of that context. For example, a Buyer object would track a company's activity and attributes within your marketplace, while a Company object would track your sales interactions with that same company.

But Attio's real power lies in the ability to link these objects together. You can connect your Buyers and Sellers to their corresponding Companies and People records, giving your team a unified view of each account across your sales and marketplace operations. You can link Transactions to the Buyer and Seller involved, and even to the Deal that the transaction originated from.

Passionfroot uses Attio to run the Internet’s top creator marketplace. “Attio is an incredibly flexible product, you can build anything on it. We use it as the backbone of our entire product-led growth motion – we’ve built it to exactly match our business model, data and processes.” — Filip Mark, Chief of Staff, Passionfroot

New standard objects for PLG and beyond

Workspaces and Users objects

For PLG businesses, having product data inside your CRM is crucial for growth. Attio is built from the ground up to natively support PLG, with the power and flexibility to adapt to any other business model or data structure.

That’s why we're excited to announce that our Workspaces and Users objects are now out of beta and live, making it easy to sync your product data with Attio using our Hightouch, Segment, and June integrations, or via our API with just a few clicks.

With these new objects, you can leverage your product data directly in your CRM to identify PQLs, reduce churn, and drive growth. No more trying to shoehorn your product data into rigid, one-size-fits-all data structures.

“The ability to have separate objects for Users and People as well as Workspaces and Companies is a huge differentiator for us. It ensures that we can have a continuous relationship with a customer even if they switch companies. Users change roles, relationships stay constant. Attio is the engine of our GTM strategy, because we’re able to see all the analytics, business, and relationship data about our customers all in one place and then act on it.” — Alberto Incisa, Head of Growth, June.so

Deals object

Our Deals object is now out of beta as well, meaning you can now use deal records to perfectly fit your sales process. However, the real power of this update lies in the ability to link deals with other objects (for example, Companies or Workspaces).

This is great because just like in real life, your deals aren’t existing in standalone silos. Your sales team can configure their deal page any way they like and can tie in information about how your customer is using your product, while your customer success team can use those records to have complete context as they serve your customer after winning the deal.

“Linking our Workspaces and Users objects to our Deals, People and Companies objects has accelerated our growth to a new level. To be able to activate these pre-built objects in a single click is pretty incredible. There’s no other CRM like this for PLG.” — Gary Gaspar, CEO and co-founder, Marker.io

Connect data from your GTM stack directly into Attio

You can use our integrations and robust API to directly sync your standard and custom objects with any data source or tool.

Our integrations with Segment and June allow you to easily sync product and user data with just a few clicks. And with Hightouch and Census, you can sync any type of data directly from your data warehouse and link it to corresponding records in Attio. And if you need to sync any other data, our API has got you covered – it's flexible, powerful, and gives you complete control.

For example, if you sell software to restaurant groups, you can sync data about how individual stores are using your product and tie that usage data back to the brand and restaurant group level. Or, if you're a shipping business, you can bring in data about individual shipments from your data warehouse and link them to the relevant customer records.

“We use Attio’s native Segment integration to pull in all of our workspace information, and associate this with the correct companies and people. We also import various product intent signals, such as usage data, to help us identify and preemptively reach out to churn risk accounts. Being able to map and transform this data so easily has greatly improved our retention rates.” — Margaret Shen, Head of Business Operations, Modal

The power of Attio's data model

With Attio's API and object data model, you can build a CRM that truly represents your business. So many of our customers are already using both our standard and custom objects to build and scale their GTM motions.

Using our object data model, you get:

  • Flexibility: You have complete control over your data structure. No more trying to fit your business into a rigid, pre-defined model. You can create custom objects that perfectly match your unique workflows and data needs.

  • Scalability: As your business grows and evolves, Attio grows with you. Our data model can ingest and process millions of data points with virtually zero lag time.

  • Integration: With our world-class API, Attio Objects seamlessly integrate with your existing tools and data sources, so you can bring all your data together in one place.

  • Fast time-to-value: Our interface and powerful API allow you to get up and running in a fraction of the time it would take with other vendors.

And best of all, no enterprise plan required. Start building the data model that truly represents your business.

To learn more about objects, check out our help center.

Ready to build your team's dream CRM?