About Morning
Morning is one of France's leading coworking operators, managing a network of flexible office spaces across Paris and major French cities. With multiple commercial teams covering private offices, events, and workspace fitting and three distinct commercial teams — bureau sales, event sales, and space fitting — Morning needed a CRM that could match the complexity of their operations.
They had been running on Pipedrive since 2016.
The Challenge
After nearly a decade, Pipedrive had become a bottleneck. The tool was technically in use, but operating well below its potential — closer to a Kanban board than a CRM. No automation, no connection to the marketing stack, and no link to the product data layer.
Fragmented stack: Pipedrive was completely disconnected from their marketing tools (Brevo), their product infrastructure, and the data layer being built around Segment and Snowflake.
No shared data model: Three separate sales teams — bureau, event, and aménagement — each operated with different processes, making cross-team visibility impossible.
Legacy data with no clean path forward: 9 years of contact, deal, and note history needed to be migrated without disrupting ongoing commercial activity.
CRM selection pressure: Morning had benchmarked HubSpot (eliminated for pricing and over-engineering) and Folk (eliminated due to API limitations and lack of custom objects). The decision landed on Attio.
The mandate was clear: migrate the entire sales bureau operation to Attio in four weeks, with zero disruption to the pipeline — and lay the groundwork for the rest of the commercial stack.
Our Approach
Novlini led a structured 4-week migration followed by a 5-month retainer for build and run support.
Phase 1 — Migration & Implementation (4 weeks)
Week 1 — Discovery & Architecture
Deep-dive discovery calls with each stakeholder: sales leads, the data architect (Vincent), and the marketing team. Audit of the existing Pipedrive architecture, data model, and usage patterns. Full process mapping in Figma — defining the future state before building anything.
Week 2 — Build & Data Migration
Construction of the Attio workspace: system and custom objects, attributes, pipelines, and deal stages. Complete extraction and cleaning of Pipedrive data. Migration of contacts, companies, deals, notes, and tasks — including a custom API script to handle legacy note history that the standard import couldn't cover. Refactoring of Make workflows for lead ingestion.
Week 3 — Training & Go-Live
Two training sessions for the sales bureau team. Full documentation of the setup, processes, and best practices. Continuous Slack support and daily standups during go-live week.
Week 4 — Stabilization & Retainer Scoping
Post-launch support and iteration. Scoping of Phase 2 roadmap: Sales Event team integration, Notify automation, Missive email workflow, Allo VoIP sync, and data layer preparation for future Segment/Snowflake connection.
Phase 2 — Retainer (5 months, ongoing build & run)
After go-live, Novlini continued as an embedded operational partner:
Sales Event team onboarding in Attio
Automated Slack notifications via Notify (new visits, post-visit summaries, lost deals)
Dynamic deal nomenclature automation (source/touchpoint/campaign-based naming)
Dual pipeline architecture for bureau vs. nomad deals with automatic routing
AI-powered visit summaries via Make + Mistral
Missive integration for shared email inbox workflows
Allo VoIP sync (in progress)
Weekly operational standup with the Morning team
Technology Stack
Attio — CRM, data model, pipeline reporting (source of truth)
Make — workflow automation, lead ingestion, Notify, AI-powered visit summaries
Pipedrive — source CRM (migrated from)
The Results
The sales bureau team was fully operational on Attio within 4 weeks, with no interruption to ongoing commercial activity.
9 years of CRM data migrated — contacts, companies, deals, notes, and tasks, including legacy history via custom API scripts
3 sales teams onboarded on a unified platform (bureau, event, aménagement)
Automated operational workflows live from day one: lead routing, deal naming, visit notifications, AI-powered summaries
5-month retainer — proof that the team adopted the system and continued building on it
Key Metrics
Time-to-live: 4 weeks
Data migrated: 9 years of Pipedrive history
Teams onboarded: 3
Why It Matters
Migrating a CRM after 9 years is one of the hardest change management challenges in a commercial team. The data is messy, the habits are entrenched, and the risk of disruption is real. Morning made the switch without losing a week of sales activity — because the migration was planned as an operational project, not just a technical one.
For any company running on a legacy CRM with multiple commercial teams and a growing data stack, this is the playbook.
"We decided to change our CRM after using the same one for over 10 years, and Giacomo and his team supported us with outstanding efficiency and dedication. By deeply understanding our business and market, they went beyond a simple migration to Attio. They became true partners: proactive, flexible, and visionary, helping us shape new features, adopt best practices, and lay strong foundations for our future CRM strategy. I would highly recommend working with them!"
Maxime Autissier, Tech & Product — Morning ★★★★★
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