Jun 2, 2025
The Complete Guide to Seamless CRM Migration with Attio for B2B Startups
How RevOps and GTM Teams Can Modernize Their Sales Stack and Data Architecture
Introduction
CRM migration can feel like changing the engine of a plane mid-flight—especially for fast-moving B2B startups. Whether you're scaling your RevOps function or untangling a messy sales stack, transitioning to Attio CRM offers modern architecture, flexibility, and automation. This guide walks you through a step-by-step migration strategy specifically designed for GTM and RevOps leads at early- to growth-stage companies.
Why Consider CRM Migration to Attio?
Next-Gen Data Architecture
Attio’s real-time, flexible data model adapts to your workflow—not the other way around.
GTM Alignment
With customizable views and shared pipelines, GTM teams (Sales, CS, Marketing) can stay aligned and agile.
Built-in Automation
Automate outreach, scoring, and enrichment without the Frankenstein of tools.
Pre-Migration Checklist
✅ Define Business Objectives
Align migration goals with OKRs. Are you optimizing for speed, visibility, automation, or all of the above?
✅ Audit Your Existing CRM
Identify unused fields, duplicate contacts, and broken workflows.
✅ Map Your Data Model
Design Attio Collections that reflect how your team sells and collaborates.
✅ Prepare Stakeholders
Get early buy-in from sales, CS, and marketing leaders to minimize disruption.
Step-by-Step Migration Strategy
Step 1: Inventory Your Current CRM
Export your objects (e.g., contacts, companies, deals) and clean up dirty data.
Step 2: Design Your Attio Workspace
Structure Collections, Views, and Tags based on your GTM motion.
Step 3: Automate Data Imports
Use CSVs or Zapier/Make to bring in data incrementally while maintaining integrity.
Step 4: Set Up Workflows
Build automations for lead routing, stage transitions, and notifications.
Step 5: Run Parallel Testing
Keep both CRMs active for a sprint to compare data accuracy and workflow performance.
Common Pitfalls to Avoid
❌ Skipping Cleanup
Garbage in = garbage out. Always sanitize data before import.
❌ Overcomplicating the Setup
Start lean with core fields and workflows; iterate after go-live.
❌ Ignoring End-User Experience
If it doesn’t improve daily workflows, adoption will stall.
Post-Migration Optimization
🔁 Continuous Feedback Loops
Use team feedback to refine Views and Collections.
📊 Implement Reporting & Dashboards
Leverage Attio’s metrics to monitor pipeline health and conversion rates.
🤖 Layer on Automation
Once stable, introduce automations like enrichment, scoring, or task creation.
Real-World Use Case: SaaS Startup Migrating from HubSpot to Attio
A 15-person SaaS company (Tandem Health) struggled with clunky workflows in HubSpot. After migrating to Attio with Novlini’s help:
Time to update deals decreased by 45%
Pipeline visibility increased across Sales and CS
Auto-sync to Slack enabled real-time GTM updates
Tools to Support Your Migration
Novlini CRM Migration Templates
Attio’s API + Zapier/Make Integration
Data enrichment tools: Clearbit, Apollo
Final Thoughts: Is Attio Right for You?
If you're a fast-moving startup that needs flexibility, clean UI, and automation-friendly workflows, Attio is a powerful alternative to legacy CRMs like Salesforce or HubSpot.
CTA: Ready to Migrate to Attio?
Book a free discovery call with novlini® to evaluate your current CRM setup, map your ideal GTM workflow, and launch an Attio workspace that scales with your startup.
FAQs
1. How long does a typical CRM migration to Attio take?
Depending on your current stack and complexity, migrations can take 2–6 weeks.
2. Does Attio integrate with Slack or email?
Yes. Attio integrates natively with Gmail, Outlook, and Slack for seamless communication.
3. What happens to custom fields during migration?
You can recreate custom fields as properties within Attio’s Collections or Tags.
4. Can I test Attio before fully migrating?
Absolutely. We recommend running a sandbox environment in parallel with your existing CRM.
5. What support does Novlini provide?
Novlini offers full-service CRM migration, from data mapping to post-launch automation and team training.