Attio for product-led growth
In this guide, we’ll walk through how to use Attio to support a product-led motion, along with practical examples to help you get set up and driving real results quickly.
Attio transforms sign‑ups, usage data, and renewal dates into a single source of truth where Sales and Customer Success teams convert, retain, and expand customers.
Why product-led teams use Attio
Instant setup. Import contacts, build your pipelines, and build reports in minutes. No weeks‑long onboarding.
Effortless power. A drag‑and‑drop data model lets you add attributes, objects, and workflows with a few clicks.
Adaptive by design. Your CRM molds to your unique GTM motion, not the other way around.
AI at the core. AI is a foundational part of Attio, helping you keep every touchpoint personal and every move fast.
New here? Watch our platform demo for a quick tour of Attio.
How product-led teams use Attio
| Sales | Track self‑serve activity and sales conversations, surface high‑value leads, trigger timely outreach, and forecast revenue with confidence. |
| Customer Success | Track customer health, retention, and expansion in real time. Run playbooks at scale based on signals like onboarding progress, product usage, and account engagement. |
| Product | Connect feature adoption to revenue, close feedback loops, and use customer feedback to build the roadmap. |
| Growth | Automate key conversion, activation, and retention workflows and integrate with the rest of your tech stack. |
Get started
Map your data model
Your product generates the signals—sign‑ups, feature adoption, usage spikes—that drive pipeline and revenue. Mapping usage to the right records is the first step to automated outreach, accurate health scores, and reliable dashboards. 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, and activation.
Workspaces and Users: Push your own customer database into Attio to give GTM teams context on every account and signup, and automatically generate leads from your PLG flywheel. Monitor activation, spot expansion paths, and trigger targeted outreach.
Deals: Set up your core sales pipelines to log self-service, sales-assist, and sales-owned activities to drive consistent processes and accurate forecasting.
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.
For product-led companies we recommend enabling the Workspace and User objects from day one. Stitch every sign-up and user to an account so you have the product context to surface expansion signals and trigger automated outreach from Attio.
Connect signals into Attio
Now that you've designed the shape of your data in Attio, set up integrations to automatically populate your signups, leads, 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 user shows intent. Your data flows seamlessly between Attio and all your other tools.
Sync signup, usage, and subcription 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 form 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 Billing to automate the entire quote-to-cash process without manual data entry or system switching
Automate your workflows
Workflows let you automate every hand‑off and follow‑up. Trigger them when a visitor signs up, a user hits an adoption milestone, or an account shows churn risk. They speed processes, cut manual work, and guarantee consistent, on‑time engagement across the customer journey.
For example,
When a new user signs up, use enriched data and the AI research agent to check if their company meets your ICP criteria, create a new high priority deal record, and assign it to the right sales rep (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.
Learn more about building Workflows and see more examples of workflows for sales teams in this workshop.
Set up Attio as your command center 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 purpose-built cockpit 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 inbound 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.
Create lifecycle lists
Lists turn live data into action. Build lists to create segments for playbooks or one-off campaigns. Try lists to track:
New signups ready for onboarding support from CS
Attendees of a workshop or in-person event so you can follow up
Customer segments that would be a good fit for marketing campaigns
Dormant users who haven’t logged in recently to try re-engaging them
Learn more about creating Lists.
Never miss a next step
Call Intelligence
Attio’s call recorder joins your calls to record video, transcribe audio, and mine each conversation for insights in seconds. Get sharable takeaways you can route into playbooks and product decisions.
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
Create handoff notes to pass from pre-sales to post-sales teams
Auto-flag first-value blockers and route requests to product teams
Learn more about Call Intelligence with our guides and Academy Videos.
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:
Check in after a customer uses a key feature for the first time
Launch a handoff from Sales to Success with context-packed intros
Remind a customer of their upcoming renewal
Learn more about sequences in our guide and video tutorial.
Reporting
Dashboards are your real‑time command post. Create live, shareable views of product usage, billing metrics, and pipeline data so teams can measure performance, spot bottlenecks, and take action.
Use reports to:
Visualize trial‑to‑paid conversion and flag segments stuck below activation targets
Analyze each stage of your sales cycle and identify drop-offs
Track seat adoption and expansion ARR against quarterly goals
Monitor renewal cohorts and churn risk
Check out our guides and reporting course to learn more about reports.
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 leads, or reviewing accounts who you haven’t recently contacted
Use templates for notes and emails to standardize everyday tasks, like lead outreach
Mark your go-to views, dashboards, and workflows with favorites
Hit cmd/ctrl + k anytime in Attio to view all shortcuts
Learn how to be an Attio power user with our workshop
For more quick tips, watch our workshop on getting the most out of Attio.