Overview
Attio is the flexible CRM where you manage your entire sales pipeline and customer relationships. Cal.com is the powerful open-source tool you use to schedule meetings and demos. An ideal integration makes these two systems work as one, automatically updating your CRM with every meeting that's booked, ensuring your pipeline is always accurate and your team can stop wasting time on manual data entry.
However, without a proper connection, your scheduling tool and CRM live in separate worlds. Your team is forced to manually create contacts for new bookings, update deal stages, and log meeting activities. This slows down your process and leads to an out-of-date CRM. The solution is a direct API integration. We build a robust, real-time bridge that listens for every event in Cal.com and uses that information to intelligently automate your workflows in Attio.
Our Approach
Novlini builds a direct API connection using webhooks to ensure every Cal.com event instantly and reliably triggers the right action in your Attio CRM.
Automated Lead and Contact Creation: Stop manually creating contacts. When a new person books a meeting through Cal.com, a contact and/or deal is automatically created in Attio with all the information they provided, such as their name, email, and answers to your booking questions.
Real-time Pipeline Updates: Keep your pipeline perfectly up-to-date. When a meeting is booked, automatically create a 'Meeting Booked' activity on the deal record. When it's rescheduled or canceled, log that event instantly so your entire team has full visibility.
Trigger Pre- and Post-Meeting Workflows: Turn your scheduling tool into an automation engine. Use a 'Meeting Booked' event to automatically create a prep task for the sales rep, send a notification to a Slack channel, and enroll the contact in a pre-meeting email sequence.
Intelligent Record Matching: Avoid creating messy, duplicate data. The integration intelligently checks if a contact already exists in Attio based on their email. If they do, it simply adds the new meeting activity to their existing record instead of creating a new one.
Proven Results
This integration is essential for any team that relies on booking meetings to generate revenue. It eliminates one of the most common sources of manual work for sales reps, giving them more time to prepare for calls and sell. Clients see a perfectly accurate and up-to-date pipeline, faster follow-up on new lead