Spiich + Attio - A Guide to AI-Powered GTM Operations

For modern sales teams, the biggest enemy isn't the competition, it's complexity. Your day is a constant battle against tedious admin work: researching prospects, updating the CRM, preparing for calls, and drafting follow-up emails. Every minute spent on these tasks is a minute you're not selling.

We've seen many tools that promise to help, but they often feel like another app to manage. What if, instead of another tool, you had another teammate? An AI colleague that understands your sales process, lives in your CRM, and can execute complex tasks on your command.

That’s the promise of Spiich, a new AI sales agent that integrates deeply with your CRM. We’ve explored how it works with Attio, and the results are a game-changer for GTM operations. This is not just another chatbot; it’s the future of how sales teams will interact with their most important tool.

What is Spiich? The Copilot for Sales Professionals

Before we dive into the workflow, let's clarify what Spiich is.

Think of Spiich as the equivalent of what tools like GitHub Copilot are for software engineers. It’s an intelligent layer that sits on top of your CRM, allowing you to read, edit, and create information using natural language. It's available as a browser extension, a web app, and a native mobile app, so it’s always with you.

Unlike basic automation tools, Spiich doesn't just follow simple rules. It performs deep research, understands context, and executes multi-step tasks. When connected to a flexible and powerful CRM like Attio, it transforms your workflow from a series of clicks into a simple conversation.

A Real-World Workflow: From Prospect to Pipeline in Minutes

To understand the impact, let's walk through a complete sales scenario using Spiich and Attio. We'll follow the journey of a new prospect, a fast-growing B2B SaaS company called "Momentum."

Step 1: AI-Powered Qualification

Every sales process starts with a trigger event, like a new funding round. Instead of spending 20 minutes digging through news articles, we can just ask Spiich to do the research and analysis.

Our Prompt to Spiich: "Research about Momentum a B2B SaaS company. First, confirm if they have recently raised a Series A funding round. Based on your findings, assess if they are a good fit for our Attio implementation services."

Spiich immediately scans the web and our CRM. It confirms that Momentum raised a $13 million Series A in July 2024 and identifies that their rapid growth and focus on automating sales workflows align perfectly with Attio's strengths.

The Result: Spiich returns a clear assessment: Momentum is an excellent fit for Attio implementation services.

Step 2: Finding the Perfect Contact

Now that we know Momentum is a good fit, we need to find the right person to talk to someone whose job depends on solving the exact problems we handle.

Our Prompt to Spiich: "Who at Momentum is responsible for scaling their sales and GTM operations? Find the best person for me to approach about optimizing their CRM."

Spiich searches for relevant roles and identifies the key decision-maker.

The Result: Spiich pinpoints the best contact: Jonathan M K., Head of GTM Growth.

Step 3: From Insight to Action (CRM & Email Outreach)

This is where the deep integration with Attio shines. We want to reach out to Jonathan, but first, we need to ensure our CRM is up-to-date and we avoid creating duplicate records.

Our Prompt to Spiich: "First, check if Jonathan at Momentum is already in our Attio CRM. If not, add him and the company. Then, draft a concise, high-value email to Jonathan to schedule a brief call to discuss how they're planning to scale their GTM stack post-funding. Make a good personal hook based on his role."

Spiich confirms that Jonathan and Momentum are already in Attio and immediately drafts a personalized, ready-to-send email.

The Result: A perfectly crafted outreach email, ready to be sent.

Subject: Scaling Momentum’s GTM Stack Post-Series A

Hi Jonathan,

Congratulations on Momentum’s recent Series A! As Head of GTM Growth, you’re in a pivotal position to shape how your team leverages automation and data to drive revenue.

I’d love to schedule a quick call to hear how you’re planning to scale your GTM stack post-funding and share how we’ve helped other high-growth SaaS teams unify their sales workflows with Attio. Even a 15-minute chat could spark some valuable ideas.

Would you be open to a brief intro call next week?

Best, Premdeep

Step 4: Automated Meeting Prep (Brief, Note & Task)

Let's fast forward. Jonathan replied, and you've booked the first discovery call. The pre-call scramble is a familiar pain, but Spiich handles it with a single command.

Our Prompt to Spiich: "Jonathan has agreed for a call next week. Please prepare an in-depth sales pre-brief on him and the company. Then, create a new note on Jonathan's record in Attio and paste the full briefing into it. Finally, create a task for Premdeep Jawabnavis to 'Review pre-brief and define key discovery questions,' due the day before the meeting."

The Result: Instantly, three high-value actions are completed:

• A comprehensive pre-brief is generated, covering Jonathan's role, Momentum's funding, product, customer base, and strategic talking points.

• The entire briefing is saved as a permanent note on Jonathan's contact record in Attio, making it accessible to the whole team.

• A new task is created in Attio for Premdeep, ensuring he is fully prepared to lead a strategic conversation.

Why This Matters: The Future of Sales is Conversational

This five-step workflow demonstrates a fundamental shift in how sales teams can operate. The benefits are clear:

• Massive Time Savings: Hours of weekly work on research, data entry, and meeting prep are compressed into minutes.

• Deeper Insights: The AI's ability to perform qualitative research gives you an edge that simple data tools can't provide.

• A Frictionless CRM: You can finally interact with your CRM using natural language. This removes the biggest barrier to adoption and ensures your data is always up-to-date.

• Operational Excellence: Every person on your team can now operate with the thoroughness of your best researcher and the diligence of your best admin.

Conclusion: Turn Your CRM into a Colleague

Tools like Spiich, when paired with a modern and flexible CRM like Attio, are creating a new standard for GTM teams. They allow you to build systems that are not only efficient but also intelligent.

At Novlini, we help businesses build these kinds of smart, automated systems. If you're ready to turn your CRM from a database into an AI-powered colleague, book a free 30-minute call with our team today here.