Attio for sales-led growth
In this guide we’ll provide guidance and inspiration for you to get the most out of Attio with a sales-led motion.
Attio unites pre- and post-sale activity into one system for your GTM teams to manage pipeline effectively, accelerate deal closing, orchestrate hand-offs, and drive predictable expansion.
Why sales-led teams use Attio
Flexible GTM fit. Your CRM and data model match how your team actually sells, not how software expects you to.
Live pipeline views. See every deal, contact, and touchpoint in one connected system, updated in real-time.
Instant intelligence. Synced emails, meetings, and calls give a complete view of prospect and customer relationships, while AI adds enrichment and insights.
High-impact automations. Trigger personalized sequences, assign tasks, and move deals forward automatically.
New here? Watch our platform demo for a quick tour of Attio.
How sales-led teams use Attio
| Sales | Own every stage of pipeline—track opportunities, review calls, follow up, and close deals—without manual busywork. |
| Customer Success | Get full deal context before handoffs, scale onboarding, track customer health, monitor renewals, and launch expansion plays the moment an account reaches key milestones. |
| GTM leadership | Reporting, deal reviews, plus automated alerts for big, stale, or closed deals so you know where to focus teams. |
| RevOps | Customize data models, automate processes, and build integrations to help the team operate consistently and efficiently at scale. |
Centralize GTM information with Attio’s data model
Your sales team juggles a steady stream of emails, calls, quotes, and contracts to engage buyers and win new business. Mapping that activity to the right records is step one to reliable forecasts, automated outreach, and smooth customer hand‑offs. A clean data model means every team works from the same real‑time truth.
Attio includes five standard objects:
Companies and People: Your core contact database synced automatically from your inbox with just a click. Gather the information about every person interacting with your business to personalize outreach, nurture, onboarding, and expansion.
Workspaces and Users: Track accounts and users of your product to measure product usage, start targeted outreach, and spot upgrade paths.
Deals: Track the details of every opportunity including stage, value, close date, key stakeholders, and more.
In addition to Attio’s standard objects, create custom objects so your CRM mirrors your unique GTM motion. Track partners, vendors, products, integrations, invoices, or any other dataset critical to your business.
Objects in Attio are connected to each other using relationship attributes. Use them to define the specific ways each element in your GTM system connects. For example, a workspace by default has attributes for associated Company and User, but you may also add a relationship attribute for Billing Contact or Reseller Partner.
Our guide and video workshop have more info on creating objects.
Learn more about setting up your data model.
Integrate customer and sales signals into Attio
Now that you've designed the shape of your data in Attio, set up integrations to automatically populate your leads, sales signals, and customer data into Attio.
Connect Attio to your entire tech stack using native apps, no-code solutions like Zapier, or our public API. Integrate data to enrich records, sync marketing events, or connect lead forms into Attio to arm teams with real‑time context and let automations run the instant a prospect shows intent. Your data flows seamlessly between Attio and all your other tools.
Sync product usage and subscription data into Workspace and User objects via the API, a rETL tool like Polytomic, or analytics tool like Segment and PostHog.
Automate lead generation, triage, and routing from inbound forms like Typeform or Fillout.
Push your own enrichment, lead scoring, and AI research into Attio from tools like Clay.
Integrate with billing and CPQ tools like Sequence or Maple to automate the entire quote-to-cash process without manual data entry or system switching.
Automate the manual busywork
Workflows let you automate every handoff and follow-up in your sales motion. Run a workflow to route leads, nurture prospects, route leads, or create follow-ups from any outcome or trigger. They speed processes and ensure critical steps like customer hand-offs are consistent and on-time.
For example,
When a person requests a demo, enrich their company data and run the AI research agent to validate ICP fit, then create a new high-priority record and assign it to the right sales rep (research agent tutorial).
When a large account adds a new user, send a Slack message or create a task for the assigned CSM to reach out and offer training.
Transition deals from Sales to Customer Success with deal context, implementation tasks, and automated intro emails with an onboarding workflow.
Learn more about building workflows, and see more examples for sales teams in this workshop.
Set up Attio to run a data-driven sales process
Record page configuration
Organize and tailor the data view for each record type, so your team can quickly access key insights and take action with confidence.
Use widgets to understand the status and health of a workspace
Organize deal attributes into sections to highlight the info most important in each stage
Add tabs to review and navigate to related records like workspace users or company deal history
Learn how to configure record pages in our guide and tutorial video.
Views
Create views for each of your team’s daily tasks, giving them a specific place for making data-driven decisions. Select filters and the set of attributes displayed to manage day-to-day activities like:
Reviewing, researching, and taking action on leads
Running deal reviews in Kanban boards
Surfacing accounts or deals you haven’t recently contacted
Revising at risk accounts based on usage and license data
Learn how to create views or watch our Academy video.
Create lists
Lists are a flexible tool for managing one-off processes in your CRM without losing the data, contact history, or work. Try lists to track:
New customers ready for onboarding support from CS
Attendees of a workshop or in-person event so you can follow up
VIP guests to invite to a dinner
Newly funded prospects surfaced by marketing for high‑touch outreach
Learn more about creating lists.
Never miss a next step
Use Call intelligence to capture and summarize insights
Attio’s call recorder joins your calls to record video, transcribe audio, and mine each conversation for insights as you speak. Turn every call into intelligence that moves deals forward and scales your best reps' winning plays.
Use Attio’s out-of-the-box templates, or create your own with AI to:
Qualify leads with sales frameworks like MEDDPICC, ChAMP, or BANT
Generate handoff notes to pass from one team to another
Auto-flag potential deal blockers or urgent features needed to win new customers
Learn more about Call intelligence with our guides and Academy.
Automate follow-ups and outreach with sequences
With automated email sequences, never miss a follow up or next step, like demo call follow-ups or renewal reminders, to keep your customers engaged and revenue opportunities on track.
Try a Sequence to:
Reach out to warm prospects after they express interest in your product or engage with your website
Orchestrate seamless handoffs from SDRs to AEs to CSMs with full context
Drive renewal conversations 90 days before contract expiration with personalized value reinforcement
Learn more about sequences in our guide and video tutorial.
Build real-time dashboards for pipeline and reporting
Dashboards put your entire revenue operation at your fingertips, with live, shareable views that surface pipeline health, conversion bottlenecks, and expansion opportunities so you can take action before deals slip and customers look elsewhere.
Use reports to:
Analyze pipeine velocity across every stage to eliminate friction points that kill deal momentum
Track revenue expansion by monitoring seat adoption and upsell progression against your growth targets
Prevent churn by monitoring customer health and early warnings for at-risk accounts
Check out our guides and reporting course to learn more about reports. Or see how to build a sales reporting dashboard of your own.
Quick tips
Configure record pages so your team can quickly access the info they need with widgets, sections, and tabs
Create views for key daily tasks, like triaging new inbound referrals, or reviewing important connections who you haven’t recently contacted
Use templates for notes and emails to standardize everyday tasks, like outreach
Mark your go-to views, dashboards, and workflows with favorites
Hit cmd/ctrl + k anytime in Attio to view all shortcuts
For more quick tips, watch our workshop on getting the most out of Attio.