Attio
The flexible, data-first CRM built for modern go-to-market teams.
About this tool
Attio is a customizable CRM that treats your customer data like a real database. Build your own pipelines, sync product usage and enrichment data, and automate workflows — all without the rigid object model of Salesforce or HubSpot.
Attio is what I recommend whenever a startup outgrows spreadsheets but doesn't want to drown in Salesforce. The flexible data model lets marketing and sales share one source of truth, which is critical when you're running attribution, lifecycle, and outbound from the same playbook.
What stands out
Fully customizable objects, attributes, and pipelines
Real-time enrichment from email signatures, LinkedIn, and product data
Two-way sync with Gmail, Outlook, Slack, and product analytics tools
Workflows for outbound sequences, lifecycle automation, and lead routing
API and SQL-style reporting for data-savvy revenue teams
Use cases
Building a B2B sales pipeline from scratch at an early-stage startup
Replacing spreadsheets and Notion CRMs as the team scales past 10 deals
Connecting product-qualified leads from PLG motions into outbound workflows
Running account-based marketing with structured firmographic data
Pricing: Free plan available. Paid plans from $34/seat/month.
Sponsorship disclosure
This page is not sponsored. I recommend this tool because I use it (or have used it) on real projects. When a tool does sponsor its page, you'll see it clearly labelled as "Sponsored".