Meet Attio, a new CRM for people familiar with modern collaboration tools, such as Airtable, Notion and Zapier. The startup wants to create a product that can contain all the important information about your customers, suppliers and partners, but is also flexible so that you can easily organize, view and manipulate data.
Attio raised a $ 7.7 million round of funding led by Point Nine with participation from Balderton Capital and Headline. Passion Capital, who was already an investor in the company, as well as several angel investors, also participated in the round. Business angels include Mathilde Collin, co-founder and CEO of Front, Vinay Hiremath, co-founder and technical director of Loom, Sahed Khan, co-founder of Loom and Hyper and Paul Forster, co-founder of Indeed.
It’s a long list of investors and it should come as no surprise when you look at the founder’s track record. Attio co-founder and CEO Nicolas Sharp previously worked for Passion Capital as a partner and then created Attio with Alexander Christie. He spent a lot of time working on the company’s transaction flow process.
“We think there is something amazing going on with enterprise software in general and CRM in particular,” Sharp told me. He mentioned Airtable and Notion as inspiration. “It allows customers to build whatever they want. “
“We have this thing happening on one side, which is interesting in itself. In the CRM market, we have this paradigm shift of this new way of selling things. Now it’s about fostering relationships through different channels, ”he added.
In other words, CRM software is no longer just for sales teams. Now, many people working for Company A interact with different people in Company B. It becomes difficult to keep track of what is going on when you don’t have a single point of contact.
Attio extracts data from your existing tools. When you create your account, you import your team’s contacts. You can also synchronize email conversations with the CRM platform. You can choose between two levels of sharing: metadata only or subject lines and metadata. And, of course, you can also sync your calendar.
After that, Attio automatically enriches your data with more information from third party sources, such as Twitter, LinkedIn and Facebook. You can view a timeline of your company’s recent interactions with a specific contact. You can also search for a business and view all the people you know in that business.
This becomes especially interesting when you start to create collections. A collection is a list of contacts for a specific project. For example, you can create a collection with all your investors, another collection with your sales funnel, another collection with journalists you know, etc.
There are several ways to view a collection. Like in Airtable, you can choose to add data using a spreadsheet-like interface with rows and columns. You can add columns with new attributes relevant to your collection.
But you can also switch to kanban view and move contacts from one column to another. There is also a calendar view. Each view is customizable with filters and a sorting criterion.
Attio was designed like most software as a service, which means it works well as a team. You can view recent activity in the activity tab, you can create tasks and add notes to start working on a team project.
The company has around 120 paying clients, such as teams working for Coca-Cola, Supercell, Saltpay, Causal, and Upfront Ventures. What’s interesting is that Attio isn’t the only “new CRM” trying to reinvent this category of software. Other companies include Folk, which I recently profiled, 4Degrees, and Affinity.
When Sharp started to think about the product, the competitive landscape was different. “At the time, Notion was just getting started. We’ve seen people create new spreadsheets, new note-taking apps. And no one was applying these principles to CRM and this category, ”he said. It will be interesting to follow this space to see how it evolves. As for customers, they now have a ton of options when selecting their CRM platform.