How to Migrate from HubSpot to Attio: A Step-by-Step Guide for RevOps Teams

If you're feeling boxed in by HubSpot's limitations, you're not alone. For fast-moving B2B startups and RevOps teams, the need for a composable, API-first CRM stack is more urgent than ever. Enter Attio — a modern CRM platform designed for flexibility, speed, and automation. This guide walks you through the complete process of migrating from HubSpot to Attio, with practical advice on data handling, system architecture, and go-to-market (GTM) alignment.

Why Migrate from HubSpot to Attio?

1. The Problem with Monolithic CRMs

HubSpot, while powerful, often becomes rigid and expensive as companies scale. It limits:

• Custom automation

• Integration flexibility

• Ownership of data modeling

2. Benefits of Attio

Attio offers:

• API-first architecture

• Real-time collaboration

• Composable CRM design

• Deep integration with GTM tools (Segment, Zapier, Make, etc.)

Step-by-Step Migration Process

3. Step 1: Audit Your HubSpot Data

Start with a comprehensive CRM audit:

• Export object schema (Contacts, Companies, Deals, etc.)

• Identify unused fields and automation

• Clean and de-dupe your records

4. Step 2: Define Your New CRM Architecture in Attio

Think modular:

• Custom object structure in Attio

• Define record types, tags, and views

• Align with RevOps reporting needs

5. Step 3: Plan API-Based Data Migration

Use tools like Make.com or Pipedream:

• Automate the pull from HubSpot

• Transform fields as needed

• Push clean data into Attio via its GraphQL API

6. Step 4: Sync & Rebuild Automations

Migrate:

• Lead routing logic

• Workflow automations (emails, tasks, sequences)

• Connection to external GTM systems (e.g., Segment, Slack)

7. Step 5: Onboard Your Team

Train your GTM teams on:

• New data views

• Custom workflows

• Collaboration features
  Provide internal documentation and live onboarding sessions.

Tools to Use for the Migration

• Make.com / Zapier: For API-based data flows

• Segment: Sync identity resolution & tracking

• Oneflow / PandaDoc: Contract management

• Pipedream: Webhook-based automations

Best Practices for a Smooth Transition

8. Parallel Systems Before Switch

Run HubSpot and Attio in parallel for 2–3 weeks to:

• Validate data

• Stress-test workflows

• Catch edge cases

9. Prioritize Critical Pipelines First

Start with:

• Sales pipeline

• Customer onboarding
  Then expand into support, success, or marketing use cases.

10. Set Up KPIs to Track Post-Migration

Monitor:

• Time-to-lead-response

• CRM usage/adoption rate

• Pipeline velocity

Case Study: From HubSpot to Attio with Novlini

A Series B SaaS company migrated their GTM stack from HubSpot to Attio with Novlini:

• 120K records migrated via API

• Custom workflows rebuilt across 3 RevOps teams

• Outbound lead gen automated with Segment + Attio

Result: 32% faster sales cycle, 50% reduction in CRM overhead.

Final Thoughts

Migrating to Attio isn’t just a tech switch — it’s a strategic upgrade to a composable GTM stack. If your startup is scaling fast and looking for flexibility, automation, and API-native workflows, it’s time to future-proof your CRM with Attio.

Need expert help? Novlini is the leading Attio CRM consulting partner — we handle everything from architecture to automation.