About Baselane

Baselane is a New York-based fintech platform built for independent landlords, combining banking, accounting, and automated rent collection in a single product. With a small but growing sales team - including SDRs booking meetings and an account executive closing deals - Baselane needed their Attio CRM setup to work reliably as the operational backbone of their commercial motion. When it broke, everything broke - a situation familiar to any team that has tried to build SDR attribution and meeting tracking on top of a fragile Calendly, Zapier, and Attio stack.

The Challenge

Baselane had built their sales stack on Attio, but the setup had been done sub-optimally. By the time Novlini was brought in, the situation was, in their words, "everything is broken."

Four integration points had failed simultaneously:

Calendly + Zapier + Attio attribution. SDRs were booking meetings through dedicated Calendly links, with each link tied to a specific rep for attribution purposes. The meeting-booked count in Attio was inaccurate - meetings weren't being attributed to the right SDR, so quota tracking was unreliable. The team had reverted to tracking meetings in Excel because they couldn't trust the CRM.

Aircall call data not matching. Call data from Aircall was flowing through Segment before reaching Attio, creating a multi-step chain where data was being lost or misattributed. When comparing Attio's call counts to Aircall directly, the numbers didn't match.

SDR/AE attribution broken. The attribution chain from booking a meeting (SDR credit) to winning a deal (AE credit) was breaking. When a deal was won, the system wasn't always correctly crediting the SDR who booked the original meeting.

Reporting unusable. With the underlying data unreliable across all three dimensions, dashboards built on top of it were effectively useless. The sales leader was running two teams and had no time to investigate each integration failure manually.

Our Approach

Novlini delivered an audit and fix engagement over two months.

Audit

Full diagnostic of the existing stack: Calendly configuration, Zapier workflows, Attio data model, Aircall/Segment integration, and attribution logic. Each failure point identified and documented with root cause. The core finding: the meeting custom object that had been created to track meetings was the source of most of the attribution failures - it was adding complexity that Attio's native activity tracking could handle more reliably.

Fix

Calendly to Attio connection rebuilt: replaced the custom object approach with native Attio calendar sync, removing the dependency on Zapier for meeting attribution. SDR attribution now tied to the Calendly link owner directly, giving accurate per-rep meeting counts without manual correction.

Aircall integration simplified: removed the Segment intermediary for call tracking, connecting Aircall more directly to Attio to reduce data loss in the chain.

Attribution model rebuilt: deal owner and SDR credit fields reconfigured to track both correctly through the pipeline from first meeting to closed deal.

Dashboards rebuilt on clean data: once the underlying attribution was accurate, pipeline reports, SDR performance dashboards, and meeting-held tracking were rebuilt and validated against source data.

Technology Stack

• Attio - CRM, pipeline, attribution, reporting (source of truth)

• Calendly - meeting booking (directly synced to Attio)

• Aircall - call tracking (connected to Attio)

The Results

Baselane went from a CRM where none of the reports could be trusted to a system where meeting attribution, call tracking, and deal credit all reflect reality.

• SDR meeting counts accurate for the first time - per-rep attribution working correctly, quota tracking moved back into Attio from Excel

• Call data now matching Aircall - the Segment intermediary removed, data loss eliminated

• SDR-to-AE credit chain working - both the SDR who booked and the AE who closed are correctly attributed on each won deal

• Dashboards rebuilt on clean data - pipeline reports and performance tracking usable again

"Novlini came in and really cleaned up our instance after a sub-optimal initial setup. They had a comprehensive audit, clear communication of what should be done and why, and efficient communication."

Jake Port - Baselane ★★★★★

Why It Matters

A broken attribution model is not just a reporting problem. It is a trust problem. When the SDRs know that the meeting count in the CRM is wrong, they stop using it. When the sales leader knows the dashboards are unreliable, decisions get made on gut feel instead of data. Fixing the Attio stack means fixing the culture of data use around it.

For any sales team where Calendly, Aircall, and Attio need to work together to produce accurate per-rep metrics and SDR attribution, the integration layer is the foundation. Getting it right requires understanding how each tool passes data - and where it breaks.