Attio

This is best used for building a CRM that actually learns and improves from every interaction instead of just storing static data. Attio excels when relationships are complex, judgment is embedded in how you sell, and you need sales knowledge to compound across the team—not live in individual reps' heads. Perfect for founder-led sales teams transitioning to a scalable sales org.

The platform is built for AI-first workflows and custom data models, not rigid fields and pipelines. You can structure your CRM around how your business actually works—custom objects, flexible attributes, automated enrichment, and powerful workflows that trigger based on real behaviors. Every piece of information flows through the system intelligently.

I use this as the destination where everything compounds. Sales call transcripts from Granola don't just become notes—they're stored in that lead's file, so anyone can pick up the relationship. Objections flagged in Descript training modules automatically tag deals and update your sales playbook. Insights from NotebookLM enrich account records. The result: one input creates multiple outputs automatically. A single sales call trains your team, enriches your CRM, flags recurring objections, and improves your process—all without manual data entry.

The real power: Your CRM becomes memory that compounds. Sales calls aren't just used to close deals—they train new reps, preserve relationships if someone leaves, surface patterns across accounts, and continuously improve your sales methodology. Your go-to-market motion gets smarter with every conversation instead of resetting with every new hire.