About DraftPilot

DraftPilot is a London-based B2B SaaS company building AI-powered contract markup tools for legal teams. Their platform uses AI to review and mark up contracts against custom playbooks, integrating directly into Microsoft Word. With an enterprise client base and a growing book of annual contracts, renewals, and multi-year deals, DraftPilot needed ongoing Attio CRM expertise to get their ARR calculation, renewals pipeline, and revenue reporting right - problems that surface in every B2B SaaS company at the scale-up stage.

The Challenge

DraftPilot already had Attio in place with a working setup - product-to-CRM connectivity included. The challenge was not getting started but getting it right for the next stage of growth. As the book of business grew, three structural problems became impossible to ignore.

ARR calculation was unreliable. The existing logic for calculating annual recurring revenue was producing incorrect numbers - particularly around edge cases like multi-year contracts, 6-month deals, and add-ons mid-cycle. The ARR figure in Attio was not trusted internally, which meant decisions were being made on gut feel rather than data.

Renewals had no systematic process. When a contract came up for renewal, there was no pipeline to track it, no automatic deal creation, and no pre-filled information to give the team a head start on the conversation. Renewal risk was invisible until it was urgent.

Reporting was not decision-ready. The dashboards existed but did not give management or investors a clean, reliable view of the business. ARR by cohort, upsell and downsell tracking, and renewal rate visibility were all gaps.

Our Approach

Novlini operates as an embedded Attio CRM Manager for DraftPilot on a monthly retainer - acting as an external owner of the CRM configuration, continuously iterating as the business evolves.

ARR and Revenue Logic

Full review and rebuild of the ARR calculation logic in Attio. Edge cases identified and handled: renewals vs. historical deals, multi-year contract proration, short-term contracts, add-ons, upsells, and downsells. The result is an ARR figure that reflects the current state of the business - not a number inflated by historical noise or deflated by calculation gaps.

Renewals Pipeline

A dedicated renewal pipeline designed and implemented. When a contract reaches a defined threshold before its expiry date, a renewal deal is automatically created and pre-filled with the customer's existing contract details, ARR, and renewal date. The commercial team enters each renewal conversation already knowing the numbers - no manual setup required.

Double-counting logic implemented to prevent historical deals and renewal deals from appearing simultaneously in ARR figures during the transition window.

Reporting and Dashboards

Dashboards restructured for decision-making: ARR by cohort, new ARR vs. expansion ARR vs. churned ARR, renewal rate tracking, and deal value by stage. Aligned to what management and investors need to see, not what is easiest to pull from the data.

Ongoing CRM Ownership

As the business evolves - new contract structures, new use cases, new reporting needs - Novlini implements the changes directly in Attio. The team has a trusted external resource who understands the business context and can make configuration decisions without requiring a full briefing each time.

Technology Stack

• Attio - CRM, ARR tracking, renewals pipeline, reporting (source of truth)

The Results

DraftPilot went from an ARR figure nobody trusted to a CRM that gives management and investors a reliable view of the business.

• ARR calculation trusted - edge cases handled, multi-year and add-on scenarios modeled correctly

• Renewal conversations start proactively - renewal deals created and pre-filled automatically before the contract expiry window

• Double-counting eliminated - clean separation between historical and renewal deals in ARR reporting

• Dashboards restructured - reporting aligned to management and investor expectations

• External CRM owner in place - configuration evolves with the business without internal overhead

"DraftPilot were great to work with - responsive, thoughtful, and really easy to collaborate with. The team knew exactly what they were doing and delivered real improvements to how we track and report on revenue."

Emily Knuckey - DraftPilot ★★★★★

Why It Matters

For a B2B SaaS company at the scale-up stage, the Attio CRM is the financial record of the business as much as it is a sales tool. When the ARR number is wrong, every conversation with investors, every headcount decision, and every renewal prioritization is based on bad data. Fixing the revenue logic and the renewals pipeline is not a CRM project - it is a business integrity project.

For any LegalTech or B2B SaaS company looking to fix their Attio ARR calculation, build a proper renewals pipeline, and set up ongoing CRM ownership without hiring a full-time RevOps person, this is the engagement model that works.