Inside the system that runs Attio’s GTM

Every customer interaction creates context. Most companies just don’t have it all in one place. Product usage, sales conversations, support tickets, emails, and intent signals are spread across different systems, even though they all describe the same customer. Bringing them together gives every team a continuously improving picture of each relationship – and better information to act on.

Attio runs on Attio.

Every deal our Sales team works and every support conversation we have lives in the same CRM used by 35,000 other companies to run and scale their GTM. Product signups, inbound leads, support tickets, usage data, and more all feed into one shared context layer – so our team always knows where a relationship stands, without jumping between systems.

In this first edition of How Attio uses Attio, Kyle Doherty, Rev Ops Lead, and Zev Lebowitz, Head of Solutions, take you behind the scenes of how we centralize leads, customer interactions, and communication in Attio — and the wider tech stack that feeds into it.

About Attio

Attio is the CRM for agentic revenue. We’re a Series B B2B SaaS company, with close to 200 people in the team.

We’re product-led, and we sell our product to a varied customer base: the fastest growing startups in the world, VCs, agencies, two-sided marketplaces, and traditional B2B businesses. Behind this motion sits our GTM teams: Account Executives (AE) and Solutions Engineers on the sales side, an onboarding function to drive early adoption, a Customer Success team that runs in two tiers, and a partnerships function of third-party consultants who provide broader go-to-market expertise around customers’ Attio deployment.

If you're a similar size, stage, or running a similar motion, most of what follows should map onto your setup.

How a lead becomes an Attio customer

Every prospect has a different buying journey, and our GTM strategy is built around that. We let customers move through Attio on their own terms, while using fit, intent, and engagement signals to understand where team involvement can add the most value. That means Sales and Success can focus their time on the customers who need – or will benefit from – more hands-on support, without adding friction for everyone else.

Leads can enter through multiple channels, generate different signals, and engage with us in different ways. We bring that context together to decide how and when to engage.

Before we get into the tech stack, here’s how a lead becomes a customer at Attio.

How leads reach us

Inbound leads reach our funnel through various of channels. Most begin by signing up for Attio and starting a free trial, while others arrive through our Talk to Sales form, applications to our Startup Program, the chat on our marketing site, and enquiries to consultants from our Experts directory.

We run outbound too, and we treat it as signal-driven rather than purely list-based. Outbound leads are segmented on three main things: their relationship to us (known or net new), their fit score, and their intent and engagement signals.

All of these factors paint a picture of how close a team is to buying, and determines how we engage with them. If a lead has interacted with us before, the messaging and engagement shift to reflect that. Every lead is enriched, segmented, and scored, and their fit score decides whether they become self-serve or sales-assist. Signals tell us where they are in their buying journey, which sets what we send and how they get prioritized.

How people buy the product

Anyone can self-service on their own to become a customer, and prospects do not have to speak to a member of our Sales team to buy the product. Customers vary in ICP fit and value, so we invest human effort in the fastest-growing and highest-value prospects. Letting everyone else self-serve frees our Sales team to reach out proactively to those prospects, with a reason for them to engage. This set up raises close rates and makes every touchpoint with a customer worth having.

Leads with strong intent and fit to our ICP flow to our Sales team for review and routing, with the potential for them to reach out and start a human-owned sales cycle. It makes sure that high-priority customers get personalised support and advice during their buying journey, and that everyone gets a first-class experience however they enter the funnel.

Onboarding

We have a variety of onboarding offerings, ranging from one-on-one enablement with our Solutions team, to one-to-many group workshops, to self-service content. Every new paying customer is automatically reviewed and assigned an appropriate amount of onboarding support based on their contract, firmographics, and growth signals, regardless of whether they’ve engaged with our Sales team.

Customer success and expansion

We have scaled one-to-many program for the broader customer base, and one-to-one support for individual accounts. The same process we run at onboarding is mirrored here, where every account is reviewed regardless of previous engagement. The team works from renewal timing, churn alerts, and adoption context to spot where to step in, identifying upsells, conversions, and accounts that need additional support.

What we track in Attio

Here’s how our Attio workspace is configured, and what each object lets us track.

Companies and people

Everyone at Attio syncs their email into Attio, which creates and maintains our Company and Person records. Our inbound lead channels also create and enrich company and people records, which are automatically enriched, and aid in lead triage and prioritization.

Deals

We run Leads and Deals on a single Deal object. It gives us one object to maintain instead of several across the pipeline, and our Sales team gets one continuous record of a customer’s journey.

Using the Deals object pays off in segmenting and reporting too, as it removes the friction of working with other objects and relationships. Slice the Deal object by type, stage, and more, and you have the segment you want to action or analyze.

Workspaces and users

Workspaces represent every existing customer, those in a trial or paying. A Workspace record mirrors what’s happening in the product itself, so we have live, always-enriched data on every customer’s activity.

Custom objects

Intercom tickets:

Every support ticket is synced into Attio as a custom object, so support interactions live alongside Attio data.

Onboarding Records:

The customer onboarding process also runs on a custom object, to track the progress and health of each new customer as they adopt Attio. It ensures each customer gets the attention they need, and that no customers fall through the cracks during the first critical weeks and months of their lifecycle as a customer.

Experts:

Our team uses Attio to manage the pipeline of new and existing experts, who play a key role in our customer's adoption of the product. Sales and Partnerships teams also see incoming requests for Expert help in one place, and linking those requests to deals provides a clearer view of how the program moves win rates, adoption, and retention.

Applications:

Attio’s applications and integrations are also tracked on a custom object. It holds every third-party app in our ecosystem, including its category, install count, and the date it shipped. Understanding what apps a customer has installed gives our team context on their broader GTM stack and motion.

These apps are built with Attio's App SDK, which lets people extend Attio with their own interface, server logic, and workflow automation. Apps run on Attio's infrastructure and appear inside the product itself.

Attio's tech stack

Attio acts as the central layer across our GTM stack. Data from the tools we use across marketing, sales, product, and support flows into the CRM, creating a consolidated view of every customer and opportunity. That shared context helps our teams surface stronger signals, prioritize the right accounts, and make more informed decisions.

Core product data

Segment is our instrumentation and distribution layer for in-product data. It’s a customer data platform (CDP) that captures all events from Attio, allowing our Sales team to see what customers are actually doing in-product alongside context provided by Attio.

Segment feeds new Workspace signup events and usage signals into Attio in real-time, which allows our team to triage inbound leads quickly and spot expansion signals, such as a Workspace hitting a seat threshold, or a key feature being activated for the first time.

Subscription and payment data originate in Attio, with Stripe as the processor. Self-serve customers on trial and paid plans are billed through Stripe directly, as do customers who convert from trial to paid or change billing methods. Subscription details, like purchased product and current subscription, are synced from our application to Attio through Segment.

Our core product data is the starting point for all things GTM - it gives us the live story behind every customer, powering insights like health scoring, PLG triggers, and Customer Success workflows.

Inbound lead sources

Beyond product signups, we have several other inbound lead channels which flow directly into Attio:

Talk to Sales form fills and applications for our Startup Program:
Forms on our site that feed our deal triage workflows.

Fin for Sales:
In addition to powering our in-app Support chat, Fin chat acts as an SDR on our marketing website. When prospects interact with the chat on the marketing website, Fin qualifies them and creates Deal records in Attio for our Sales team to pick up.

Partnerpage:
Our directory of Attio Experts, who are certified Attio consulting partners. When a customer reaches out to an Expert on the directory, it’s logged to create a Deal or update an existing account team.

Outbound flows

Clay handles enrichment and signal detection, and Claude Code is used to run custom prospecting workflows. Every Company record runs through a segmenting and triage workflow, which decides whether it needs to go to Clay for enrichment. These records land in Clay tables, and the attributes Clay enriches are written back to the corresponding Company record in Attio.

Lemlist is used as the primary outbound sequencing tool, running multi-channel campaigns that feed activity data back into Attio. Activity events, such as sends, replies, clicks, and LinkedIn touches, all flow back into Attio for full visibility alongside the prospect’s deal and email history. This allows the team to see outbound engagement in full context with the rest of the prospect’s record.

Once a meeting is booked, an outbound deal record is created.

Customer signals and interactions

We use Fin for Support interactions, which are synced into Attio as a custom object and live alongside Attio data.

While Segment handles acquisition and top-of-funnel signals, more granular platform data, such as feature adoption, workflow usage, and session activity all live in BigQuery, our data warehouse. We build aggregated health and usage metrics in BigQuery and use Polytomic to sync them into Attio as Workspace or User attributes. These signals power things like PQLs, churn alerts, renewal signals, and upsell context.

Polytomic also syncs Attio record data back to BigQuery, where it provides critical customer context to our marketing, product usage, and finance data sets.

Customer communication

We use Customer.io for customer marketing and lifecycle marketing. As part of our Success motion, data is synced to Customer.io directly from Segment and Attio, and we use Attio to catch signals that drive scaled programs like product adoption, referrals, and annual renewals, as well as targeted campaigns. This means that all campaign enrolment in Customer.io is driven by true activity tracking, based on the prospect or customer’s stage in their journey with Attio.

Watch how Attio uses Attio live

The longer Attio runs, the sharper it gets. Every customer signal is captured in one shared context layer for our team and agents, so everything we need to know about a customer is high resolution, always current, continuously compounding, and rich enough to act on.

Over the next few months, we’ll be sharing the playbook behind how we use the product to orchestrate our entire GTM motion.To see How Attio uses Attio in action, register for our live workshops on Attio Community.