Attio Features: Complete Guide to the CRM

The Key Features of Attio

The chosen plan is particularly important. Custom objects, formula attributes, sequences, and several advanced features notably require a Pro or Enterprise subscription.

The Attio Data Model

The data model is the founding feature of Attio. It relies on four elements: objects, records, attributes, and lists.

Objects

An object represents a category of information tracked in the CRM.

Attio offers several standard objects:

• People for individuals;

• Companies for businesses;

• Deals for opportunities;

• Users for product users;

• Workspaces for application accounts or spaces.

The People, Companies, and Deals objects are sufficient to build a classic sales CRM.

Pro and Enterprise plans also allow the creation of custom objects, for example:

• Subscriptions;

• Contracts;

• Partners;

• Investments;

• Applications;

• Sites;

• Franchises.

This flexibility makes it possible to represent a more specific business model than a simple pipeline.

However, you should not create an object for every piece of information. An object is relevant when an entity has multiple records, its own attributes, and relationships with other elements of the CRM.

Records and Attributes

A record is an instance of an object: a specific person, company, deal, or subscription.

Each record has a page that gathers its attributes, relationships, tasks, notes, and history.

Attributes correspond to fields in the CRM. Attio notably offers fields of the following types:

• text;

• number;

• currency;

• date;

• status;

• single or multi-select;

• user;

• email;

• phone;

• relationship;

• formula.

Object attributes are common to all uses of the record. For example, a company's business sector remains identical, regardless of the process in which it appears.

List attributes belong only to a specific list. A company can therefore have one status in a partner program and a different status in a prospecting campaign.

Lists

A list groups records around a specific process:

• prospecting campaign;

• priority account portfolio;

• partner program;

• renewal process;

• companies to enrich.

The same record can belong to multiple lists without being duplicated.

This distinction between objects and lists is one of Attio's strengths. Main data remains centralized, while each team can add information specific to their process.

This is particularly interesting in a RevOps organization, where acquisition, sales, and account management need to be able to work from a shared data foundation without imposing the exact same process on every team.

Views and the Sales Pipeline

Attio primarily offers two types of views: table and kanban.

The Table View

The table view allows you to quickly view, filter, sort, and edit a large number of records.

It is particularly useful for:

• cleaning data;

• preparing a campaign;

• managing a portfolio;

• displaying a sales representative's opportunities;

• identifying incomplete records;

• grouping information by owner or status.

Each team can save their own views. A sales rep can use a My Opportunities to Follow Up view, while management views an aggregated pipeline view.

The Kanban View

The kanban view presents records as cards distributed across multiple columns.

It is suited for status-based processes:

• sales opportunities;

• onboarding;

• renewals;

• partnerships;

• recruitment.

Moving a card automatically updates its status.

Building a Pipeline in Attio

Attio generally uses the Deals object to represent sales opportunities.

Each deal can be linked to:

• a company;

• several contacts;

• an owner;

• an amount;

• a stage;

• a closing date;

• a source;

• a next action;

• a loss reason.

A SMB can start with a simple pipeline:

1. to qualify;

2. meeting scheduled;

3. proposal sent;

4. negotiation;

5. won;

6. lost.

It is possible to create multiple pipelines or views to distinguish inbound, outbound, renewals, or upsells.

This flexibility should not lead to multiplying steps. A pipeline that is too detailed slows down users and makes reporting less reliable.

Emails, Calendars, Tasks, and Notes

Attio can sync Gmail, Google Calendar, Microsoft Outlook, and Microsoft Calendar.

This connection allows exchanges and meetings to be linked to the relevant people and companies. Sales reps can thus retrieve the context of the relationship without manually entering every interaction.

Syncing can also help create or enrich certain records.

However, privacy rules must be configured. The content of all emails does not automatically become visible to the entire team. Visibility depends on sharing settings and protected domains.

Before connecting inboxes, define:

• the relevant accounts;

• exchanges that can be shared;

• domains that must remain private;

• automatic creation rules;

• duplicate management.

As part of a migration, connecting inboxes must be planned. It can create people and companies before historical data is imported.

Our guide on migrating from HubSpot to Attio details the recommended order of operations.

Tasks and Notes

A task can be linked to a record, assigned to a user, and associated with a due date. It can be created manually or automatically by a workflow.

Notes are used to keep track of reports, decisions, objections, and other useful information. They remain directly linked to the relevant records.

This centralization allows a sales rep or a new team member to quickly pick up the context of an account.

Attio Workflows

Workflows allow you to automate processes directly within the CRM.

They rely on several types of blocks:

• triggers;

• conditions;

• searches;

• updates;

• record creation;

• notifications;

• AI functions;

• actions provided by applications.

For example, a workflow can:

• automatically assign a lead;

• create a task after a stage change;

• add a company to a list;

• notify a team in Slack;

• update an attribute;

• send data to another tool;

• launch a sequence.

A simple scenario can create a follow-up task three days after a deal moves to the Proposal Sent stage.

A more advanced scenario can search for the company, apply an assignment rule, create several relationships, and send a notification to the right team.

Workflows are available on all plans, but their use consumes workspace credits. The number of included credits varies depending on the subscription.

It is therefore necessary to evaluate:

• the number of executions;

• the number of steps;

• the frequency of the scenario;

• the potential use of AI;

• future volume.

Check out our analysis of Attio pricing in 2026 to compare limits across different plans.

Ask Attio and AI Agents

Ask Attio allows you to query CRM content using natural language.

Depending on accessible data and user permissions, it can help to:

• search for records;

• summarize account history;

• find information in notes or meetings;

• prepare a follow-up;

• create tasks;

• build or modify certain workflows.

Attio also offers AI blocks and agents that can be used in automations.

For example, they can:

• qualify a company;

• summarize a note;

• identify a loss reason;

• classify a request;

• extract information from a text;

• prepare a message.

These functions are truly useful when the data model is clean and instructions are well-defined.

AI applied to incomplete or duplicated records does not solve the problem. On the contrary, it risks propagating errors more quickly.

Permissions, accessible data, and actions requiring human validation must therefore be defined prior to deployment.

Email Sequences and Call Intelligence

Sequences

Sequences allow you to create automated email campaigns with multiple stages.

In particular, you can configure:

• messages;

• delays;

• sender;

• sending schedule;

• personalization variables;

• exit criteria.

Contacts can be enrolled from a list, a record card, or a workflow.

Sequences are available on Pro and Enterprise plans. They are suitable for targeted sales follow-ups, event follow-ups, or certain nurturing campaigns.

For large-volume or multi-channel outbound campaigns, a specialized tool like lemlist may remain more suitable. Attio is then used to select and qualify prospects, while the external tool executes the campaigns.

Call Intelligence

Call Intelligence allows you to record meetings, generate transcripts, and obtain AI-assisted summaries.

This feature is also reserved for Pro and Enterprise plans.

It can facilitate:

• follow-up preparation;

• identifying next actions;

• preserving expressed needs;

• sharing context with the team.

However, key structural information about the deal must still be managed by a user.

Lead Scoring

Attio does not impose a single scoring model.

A simple initial approach is to create a Priority Leads view with a few filters:

• company size;

• sector;

• contact job title;

• submitted form;

• scheduled meeting;

• received reply.

This method is often sufficient to get started.

A more advanced configuration can combine two dimensions:

The result can be a numerical score or a tier such as Low, Medium, and High.

Avoid models that are impossible to explain. A reply or a meeting is generally a more reliable signal than a simple email open.

Reports and Dashboards

Attio allows you to combine multiple reports into dashboards.

The main types of reports include:

• Insight, to analyze current data;

• Funnel, to measure conversions;

• Historical values, to track trends over time;

• Time in stage, to calculate time spent in a stage;

• Stage changed, to measure status changes.

A sales dashboard can display:

• pipeline value;

• opportunities by stage;

• conversion rate;

• average cycle length;

• new deals;

• performance by sales rep;

• reasons for loss.

Available capabilities vary by plan. Historical reports and advanced analytics generally require the Pro plan.

The quality of the indicators also depends on the team's discipline. Rarely updated closing dates or poorly used stages will produce unreliable reports.

Imports, Forms, and Integrations

Attio allows importing data from CSV files.

Before a migration, you must define:

• target objects;

• unique identifiers;

• attributes to keep;

• relationships;

• deduplication rules;

• data to archive.

Migration is a good opportunity to delete unused fields rather than reproducing the old CRM identically.

Email synchronization does not constitute a complete migration. It does not necessarily import old opportunities, stages, owners, or loss reasons.

Attio also does not have a native form builder comparable to Typeform or Fillout. These tools can be connected using an application, Zapier, Make, n8n, or a webhook.

Attio also offers an API, webhooks, and an App Store to connect it to enrichment, prospecting, telephony, signature, and operational management tools.

Our guide on Attio integrations presents the main connections and rules to follow to avoid duplicates.

The Main Limitations of Attio

Advanced features require the Pro plan

Custom objects, formula attributes, sequences, Call Intelligence, and several advanced reports are reserved for higher subscriptions.

The Plus plan may be sufficient for a standard pipeline, but not always for building a highly customized CRM.

Flexibility requires framing

Attio does not impose a strict architecture. Without shared rules, a team can multiply lists, statuses, and automations until the system becomes difficult to maintain.

Attio does not replace all tools

Attio is not necessarily:

• a complete marketing automation platform;

• a customer support tool;

• a detailed project management solution;

• billing software;

• a specialized outbound tool.

These functions can be connected to the CRM rather than rebuilt inside it.

Credits must be anticipated

Workflows and AI functions consume credits. The cost should be estimated based on the number of executions and the volume of data processed.

Which Businesses is Attio Suitable For?

Attio is particularly relevant for:

• B2B companies;

• SMBs with a specific business model;

• teams using multiple pipelines;

• models based on subscriptions or partnerships;

• organizations that want to automate their CRM;

• teams sensitive to user experience.

It is less suitable if the company is primarily looking for an all-in-one marketing suite, a French billing tool, or a fully preconfigured CRM.

Attio is therefore not automatically the best choice for all SMBs. Our comparison of the best CRMs for SMBs allows you to compare it to HubSpot, Pipedrive, Sellsy, Zoho, and Salesforce.

Need Help Configuring Attio?

HyperOps assists companies in designing, migrating, and automating their Attio CRM.

We first define objects, relationships, processes, and responsibilities before adding views, workflows, and integrations. The objective is to build a simple, maintainable, and actually used CRM.

Discover our approach to CRM implementation and redesign or tell us about your project.

Frequently Asked Questions on Attio Features