About Jellysmack

Jellysmack is a leading global media-tech company helping video creators scale across platforms. With operations in multiple countries and 500+ CRM users, they needed a more flexible, scalable solution than their legacy Salesforce setup.

Why Jellysmack Left Salesforce

The Salesforce environment had become:

• Overly complex and slow to iterate

• Rigid and misaligned with modern GTM workflows

• Used for non-CRM purposes like ticketing, creating even more overhead

We conducted a full audit of Jellysmack’s CRM usage and discovered that Salesforce was being stretched beyond its core purpose, including as a ticketing system. This led us to redesign the stack entirely, with Attio as the CRM at the core — and other best-in-class tools for the rest:

• Slack Lists and Intercom for ticketing and support workflows

• Segment for data connections and user tracking

• Mixpanel for analytics and product reporting

• Customer.io for lifecycle emails and push notifications

• Influencers.club for lead data enrichment

Objectives

• Migrate from Salesforce to Attio CRM in less than a month

• Build a system fully owned and operated by internal teams

• Enable GTM scalability without relying on external dev teams

• Integrate lead gen and internal data tooling using specialized tools

How We Rebuilt the CRM with Attio

1. End-to-end CRM setup in 4 weeks

We replaced Salesforce with a custom Attio CRM stack:

• Accounts, Contacts, Pipelines, Views

• Custom fields, workflows, automations, and access control

• Internal documentation and user training

2. API-driven integrations

To recreate key functionality:

• Supabase for enriched internal data

• Lemlist for automated outbound prospecting

• Segment for event and identity tracking

• Modular architecture enables continuous iteration

3. Simplified stack with best-of-breed tools

Instead of using one bloated system, we implemented a modular GTM stack:

• Attio: CRM core

• Customer.io: user lifecycle automation

• Mixpanel: analytics

• Slack + Intercom: support/ticketing

Results

Operational

• All teams onboarded within days

• Lean CRM maintained internally with zero admin overhead

• Fully modular system easily evolves with GTM needs

Strategic

• Attio is now the single source of truth

• Custom lead-gen pipelines drive growth

• Scalable, intuitive setup adopted globally

Why This Matters

If you're a global team looking to replace Salesforce, or struggling with an over-complicated CRM setup, Jellysmack’s transition shows it’s possible to migrate fast — and build a smarter, more scalable CRM foundation with Attio.