Taskrabbit connects users with trusted local Taskers for everyday services. As the partnerships team prepared to scale across the US, Europe, and beyond, they needed a CRM that could keep pace with rapid growth. With Attio, they've built an engine to capture every deal, contact, and conversation in one place – achieving 90% adoption overnight and cutting deal update time in half.

Global partnership growth needs a system teams actually use

Founded in 2008, Taskrabbit has become a category-defining company in the future of work. With over 50,000 Taskers, the platform is evolving into a fully managed marketplace, extending the customer experience through strategic retail partnerships. But when you’re expanding a team internationally, you can't afford to lose months ramping up new members or rebuilding relationships from scratch.

So when Konnor Vaughn stepped in to lead and scale partnerships, CRM was a major pain point. They’d moved from Google Sheets to Salesforce, but adoption never took hold. Critical emails went unlogged, contacts disappeared, and when team members left, deal context vanished with them.

"I was trying to pick up the pieces of all these deals, but there were no contacts, records, or emails. It felt like starting from scratch every time."

The need became clear: find a CRM that gives time back, keeps everything centralized, and never requires an admin again. 

Attio gave them the perfect platform. Overnight, Taskrabbit went from 20% to 90% adoption.

"You look at Attio, watch the demos, hear how people talk about it, and you think, yeah, this is what a CRM should look like in 2025."

Mapping complex partnerships with custom objects

Taskrabbit's partnerships are layered. A single partner might have many services, spanning multiple regions at once. With Attio, the team uses the Companies object to anchor each relationship, and a custom Deals object to model every motion by market, product, or division.

“Attio keeps everything organized at the company level while capturing deal details, contacts, and conversations in one place. That visibility is what drove 90% adoption, pretty much overnight."

The impact:

• 90% team adoption overnight, up from sub 50%

• Strategic deals reclaimed from lost email data

• 4x faster deal updates across sales team

"In Attio, we can see the company, each regional or product deal, and every conversation. It's finally all in one system the team actually uses."

Turning signals into strategy with integrations

With all key partnerships visible in Attio, the next unlock came from pulling in partner signals automatically and reporting on that data.

The team integrated Fillout on day one to pipe lead forms and customer requests directly into Attio, complete with attributes and tags. From there, Attio's reporting capabilities unlocked new visibility into what's actually working.

The result? The team can analyze deals by product, market, division, and lead source, turning once unquantifiable signals into measurable insights that inform resource allocation and strategy.

Expanding into new markets with total GTM efficiency

With 90% team adoption, automated workflows, and every deal and conversation centralized, Taskrabbit is ready to double their partnerships team and expand into Europe while maintaining complete visibility into their scaling partnerships. 

Now, they're bringing financial data from Sigma and Snowflake into Attio for richer reporting, and integrating tools like Granola to centralize meeting insights. As the team expands, Attio has become more than a CRM – it's the operating system for how they grow.  

"Attio gives us the structure and visibility to scale partnerships without slowing down. It's slick, smooth, buttery, and it's only going to get better as we build."