Attio Setup

Attio Setup

Overview

Attio is the modern programmable CRM. Unlike HubSpot (unified suite) or Salesforce (enterprise customizability), Attio is built for teams that want a CRM that works like a database — flexible objects, real-time collaboration, and API-first architecture. Best for startups and growth-stage B2B SaaS that find HubSpot too rigid and Salesforce too heavy.

Authoritative Foundations

• Attio Programmable CRM Model — Shapes deliverables for this skill — Attio is the modern programmable CRM.
• Modern CRM Architecture — Shapes deliverables for this skill — Attio is the modern programmable CRM.
• HubSpot Academy — CRM Automation — Lifecycle stages, object model, and workflow enrollment patterns.

When to Use

• "Set up Attio for our sales team"
• "Configure Attio objects and pipelines"
• "Build Attio workflows"
• "Migrate to Attio from HubSpot/Salesforce"
• "Set up enrichment in Attio"

Step-by-Step Process

Load crm-toolkit first — crm-selection, contacts-vs-leads (Attio has no Lead object — use status on People + lists as SDR queues), and attio-blueprint.

Phase 1: Object Model

Attio is object-based. Standard: Companies, People, Deals. Custom objects for anything: Subscriptions, Customer Success Plans, Partner relationships.

Contacts vs leads: No Lead object and no conversion step. Inbound → Person with status=inbound; SDR list filters the queue; qualified → create Deal. See crm-toolkit → contacts-vs-leads reference.

Key difference vs Salesforce: No rigid Lead→Account→Contact hierarchy. Everything is a flat object that can be linked. A Person can belong to multiple Companies. A Deal can involve multiple People.

Phase 2: Lists and Views

Lists are Attio's killer feature. Create dynamic lists based on any attribute: "Companies in my ICP with no open deals," "Deals stalled >14 days," "Contacts with unverified emails."

Views: kanban, table, timeline, list. Each view filters a list. Share views with the team. Save frequently-used views.

Phase 3: Workflows

Attio's automation engine. Triggers: record created/updated/deleted, list membership changed, date reached. Actions: update record, create task, send Slack notification, call webhook.

Key workflows:

• New deal created → assign rep, create onboarding task
• Deal stalled >14 days → Slack alert to manager
• Company added to ICP list → auto-enrich via webhook
• Contact email unverified → flag for verification

Phase 4: Enrichment Integration

Attio's API-first design makes enrichment integration clean:

• Webhook on record create → external enrichment → write back to Attio
• Scheduled list-based enrichment: "enrich all companies added this week"
• Real-time enrichment via Zapier/Make triggers

Phase 5: Collaboration

Attio's real-time collaboration: multiple team members editing the same record simultaneously. Notes, comments, mentions. Slack integration for notifications on deal changes, new assignments, and stalled deals.

Output Format

Attio configuration document with: object model design, list/views catalog, workflow automation map, enrichment integration setup, and team collaboration guidelines.

Quality Check

• Object model: Companies, People, Deals configured with custom attributes
• Key Lists created (ICP companies, stalled deals, unverified contacts)
• Workflows automating repetitive tasks
• Enrichment integration via webhooks active
• Team views shared and adopted

Common Pitfalls

1. Over-building objects. Start with Companies, People, Deals. Add custom objects only when these three can't represent what you need.

2. No lists. Lists are Attio's superpower. Without them, it's just a spreadsheet. Build lists for every segment and workflow trigger.

3. HubSpot migration without cleanup. Moving bad data to Attio is just bad data in a better tool. Clean your data before migrating.

4. API-first without API use. Attio's API is the differentiator. Use it for enrichment, automation, and custom integrations.

Execution Artifacts

• references/framework-notes.md — named frameworks, citation anchors, and operating assumptions
• templates/output-template.md — copy-paste deliverable structure for the user
• scripts/check-output.py — local checklist validator for required sections This skill includes lightweight artifacts the agent can load on demand: Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.

Related Skills

• crm-toolkit: Selection, contacts-vs-leads, attio-blueprint, partners
• crm-integration: CRM configuration principles
• pipeline-management: Deal stage design
• hubspot-setup: HubSpot alternative (lifecycle stages)
• salesforce-setup: Salesforce alternative (Lead convert)