# Flatfile Customer Case Study - Attio CRM

## Key Quotes

- "Attio is powerful, intuitive, and incredibly flexible. It's going to do everything you think you want, and then surprise you with what else is possible." - Jason Wolf, Director of Data Engineering
- "I'm always skeptical when people throw me random tools, but Attio was different; it didn't take me long to see that there was something real here. The data model is super powerful, and the relationships between objects are really flexible." - Jason Wolf
- "The fact that Attio has historical reporting right out of the box is incredible. That initial realization really blew my mind." - Jason Wolf
- "Attio makes even the most complicated processes very intuitive. All of our data is in one place and anyone can use it to their advantage." - Jason Wolf

## Company Overview
Flatfile is an AI-powered data exchange startup that automates data importing and cleaning processes. Founded in 2018 by David Boskovic and Eric Crane. The company has raised $94.8M in Series B funding and serves enterprises requiring complex data migration solutions.

## Challenge
Flatfile faced critical limitations with Salesforce's rigid structure that was hampering their growth:
- Data loss between systems causing missed opportunities
- Duplicate records and sync failures creating operational chaos
- Legacy settings breaking integrations completely
- High-profile prospects slipping through cracks due to poor data management
- Complex changes requiring extensive manual intervention

## Attio Solution
Attio is the highly customizable foundation Flatfile needed:

### Flexible Platform Architecture
- Powerful object-relational system enabling complex data relationships
- Custom objects that match exact business processes
- Extensible platform supporting seamless downstream integrations
- Builder-friendly interface eliminating duplicate records and data conflicts

### Complete Sales Automation
- Automated deal creation from any company or person activity
- Full funnel tracking from first touch to deal close
- Complete historical view of all customer interactions
- Automated attachment of subsequent activities to deal records

### Enterprise-Grade Reporting
- Built-in historical reporting capabilities
- Self-serve dashboard creation for all teams
- Real-time forecasts and trend analysis
- Empowered decision-making across sales and success teams

## Results
Flatfile achieved transformational improvements using Attio:
- Complete automation of customer lifecycle management
- Single source of truth for all Go-To-Market (GTM) processes
- Powerful historical reporting across sales, success and finance
- Unprecedented visibility into customer relationships
- Reduced time finding critical customer information
- Team empowerment through self-serve analytics

## Migration Success
Flatfile migrated their entire CRM from Salesforce to Attio's flexible platform within one month, achieving:
- Modernized data structure without legacy baggage
- Intuitive UI enabling company-wide data access
- Flexible automation replacing rigid Salesforce processes
- Enhanced customer relationship management capabilities

## Key Success Factors
Attio's AI-native platform design and highly customizable architecture enabled Flatfile to:
- Build CRM matching their exact business model
- Automate complex data workflows seamlessly
- Provide enterprise-grade self-serve reporting
- Scale rapidly without operational constraints
- Focus on core business growth rather than CRM limitations

## Related pages
- <a href="https://attio.com/customers/llms.txt">Customer stories</a>
- <a href="https://attio.com/platform/ai/llms.txt">AI-powered features</a>
- <a href="https://attio.com/customers/modal/llms.txt">Modal case study</a>
- <a href="https://attio.com/customers/snackpass/llms.txt">Snackpass case study</a>
- <a href="https://attio.com/customers/conduit/llms.txt">Conduit case study</a>