About Olyzon 

Olyzon is an AI-native platform providing an intelligence and decisioning layer for Connected TV, used by brands and agencies across the US and Europe.

To support a growing commercial team and ambitious revenue targets, they needed a unified commercial foundation capable of managing pipeline, lead qualification, enrichment, and outbound sales from day one.

The Challenge

Before engaging Novlini, Olyzon relied on a legacy CRM and spreadsheets. There was no central system for lead management, enrichment, outbound activation, or accurate pipeline reporting.

To enter a competitive market like the US, Olyzon required:

• a clean, scalable CRM architecture,

• a unified data model across People, Companies & Deals,

• automated enrichment & scoring based on ICP,

• and an outbound engine tightly aligned with commercial goals.

The mandate was clear: launch a US-ready commercial infrastructure within weeks, support a growing team of sellers, and begin generating qualified pipelines immediately.

Solution

Novlini designed and implemented a unified CRM and GTM engine, using Attio as the commercial source of truth and Clay + Smartlead for enrichment, scoring, and outbound activation.

Scope included

• CRM data model design

• Pipeline and lifecycle definition

• ICP framework & lead scoring

• Automated enrichment logic

• Multi-domain outreach infrastructure

• Reporting and dashboards

• Operational documentation

• Team enablement

Technology Stack

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

• Clay - data sourcing, enrichment, ICP scoring

• Smartlead - multi-domain outbound sequencing

• Notion - Olyzon’s project and campaign management platform, integrated with Attio

Implementation Approach

Phase 1 - Initial Implementation (Month 1)

Week 1 - CRM & Data Model Foundation

Object modelling, lifecycle stages, data structure, enrichment logic.

Week 2 - Automated Enrichment & ICP Scoring

Clay sourcing → Attio qualification → ICP scoring.

Week 3 - Outbound Activation

Smartlead multi-domain infrastructure, enroll-from-Attio triggers.

Week 4 - Reporting, dashboards & enablement

Sales views, reporting, operating documentation, onboarding.

Phase 2 - Retainer (Continuous Improvement & GTM Support)

After go-live, Novlini continued supporting Olyzon through a commercial retainer focused on:

• lifecycle optimization as volumes increased

• Attio ↔ Notion integration

• advanced enrichment and scoring logic

• Smartlead warmup management

• reporting and dashboards

• weekly GTM support

• pipeline coaching & prioritization

• continuous feature rollout as team needs evolved

This ensured the system evolved with the business rather than remaining a static implementation.

The Integration Loop (Clay ↔ Attio ↔ Smartlead ↔ Attio)

A core innovation of the architecture is a bi-directional enrichment and activation loop engineered by Novlini:

1. Leads sourced and enriched in Clay

2. Pushed into Attio for manual routing

3. Enrolled into Smartlead sequences directly from Attio from a button

4. When the lead receives a first email or replies, each contact’s status is automatically synced in an Attio list

This loop:

• keeps Attio as the single source of truth

• avoids data silos

• automates outbound at scale

• maintains quality and control across domains

• gives sales team a clean, ready-to-work pipeline

Results

Within the first 4 weeks, Olyzon launched US commercial operations with:

• a unified CRM replacing spreadsheets

• automated enrichment & scoring

• structured lifecycle tracking

• outbound sequences live across 12 mailboxes

• full pipeline visibility in Attio

• predictable inflow of qualified opportunities

Key Metrics

• Time-to-live: 3 weeks

• 1000+ monthly leads enriched matching the ICP

• Cold email reply rate: 3% and 130K$+ pipeline generated

The business now operates with:

• a single commercial source of truth,

• automated ICP-driven targeting,

• and a scalable US GTM engine.

Why It Matters

Too many companies enter the US by improvising. We did the opposite. We built a scalable CRM and GTM foundation from day one, so our US expansion was driven by execution, not experimentation.

Ready to build a GTM engine that drives your market expansion? Book a Free Consultation Call with Us Today -  Link.