Meet Attio, a brand new CRM for people who find themselves aware of fashionable collaboration instruments, similar to Airtable, Notion and Zapier. The startup wants to create a product that may maintain all vital details about your prospects, suppliers and companions, however that can be versatile as a way to manage, view and manipulate information simply.
Attio raised a $7.7 million seed spherical led by Point Nine with participation from Balderton Capital and Headline. Passion Capital, who was already an investor in the firm, in addition to a number of angel buyers, additionally participated in the spherical. Business angels embody Front co-founder and CEO Mathilde Collin, Loom co-founder and CTO Vinay Hiremath, Loom and Hyper co-founder Sahed Khan and Indeed co-founder Paul Forster.
That’s an extended checklist of buyers and it shouldn’t come as a shock if you take a look at the background of the founder. Attio’s co-founder and CEO Nicolas Sharp earlier labored for Passion Capital as an affiliate after which created Attio with Alexander Christie. He spent lots of time engaged on the agency’s deal circulation course of.
“We think that there’s something incredible happening in business software in general and also in CRM in particular,” Sharp informed me. He talked about Airtable and Notion as inspiration. “It allows customers to build whatever they want.”
“We have that thing happening on one hand, which is interesting by itself. On the CRM market, we have this paradigm shift of this new way of selling things. It’s now all about fostering relationships through different channels,” he added.
In different phrases, CRM software program is now not restricted to gross sales groups. Now, many individuals working for firm A work together with completely different folks at firm B. It turns into laborious to maintain observe of what’s happening if you don’t have a single level of contact.
Attio pulls information out of your present instruments. When you arrange your account, you import your crew’s contacts. You may sync e-mail conversations with the CRM platform. You can select between two sharing ranges — metadata solely, or topic traces and metadata. And, in fact, it’s also possible to sync your calendar.
After that, Attio robotically enriches your information with extra info from third-party sources, similar to Twitter, LinkedIn and Facebook. You can view a timeline of your organization’s latest interactions with a selected contact. You may search for an organization and look at all people you already know at that firm.
It will get significantly fascinating if you begin constructing collections. A group is a listing of contacts for a selected challenge. For occasion, you possibly can create a set with all of your buyers, one other assortment together with your gross sales funnel, one other assortment with reporters you already know, and so forth.
There are a number of methods to view a set. Like in Airtable, you possibly can select to add information utilizing a spreadsheet-like interface with rows and columns. You can add columns with new attributes which might be related to your assortment.
But it’s also possible to swap to kanban view and transfer contacts from one column to one other. There’s additionally a calendar view. Each view is customizable with filters and a sorting standards.
Attio has been designed like most software-as-a-service instruments, which signifies that it really works effectively as a crew. You can view latest exercise in the exercise tab, you possibly can create duties and add notes to begin engaged on a challenge as a crew.
The firm has round 120 paid prospects, similar to groups working for Coca-Cola, Supercell, Saltpay, Causal and Upfront Ventures. What’s fascinating is that Attio isn’t the solely ‘new CRM’ attempting to reinvent this software program class. Other firms embody Folk, which I’ve recently profiled, 4Degrees and Affinity.
When Sharp began serious about the product, the aggressive panorama was completely different. “At the time, Notion was just getting started. We saw people building new spreadsheets, new note-taking apps. And no one was applying those principles to CRM and that category,” he mentioned. It’s going to be fascinating to observe this area to see the way it evolves. As for prospects, they now have a ton of choices when deciding on their CRM platform.