About Oriane
Oriane is a New York-based media intelligence platform that helps brands, media companies, and creators discover where their content appears, how it spreads, and what is trending across platforms. Built for commercial teams that need to track, understand, and act on video distribution data, Oriane operates at the intersection of content analytics and sales intelligence. Like many product-led SaaS companies, they needed to connect Stripe to Attio and activate Claude MCP to turn a static contact database into a live revenue engine.
The Challenge
Oriane had traction and a growing pipeline. The challenge was structural: commercial data was scattered, the CRM was not connected to the product, and the team was spending time on manual lookups that should not have required any human intervention.
Three things needed solving:
No product-CRM connection. Subscription and billing data lived in Stripe. Account and user data lived in the product. The sales team had no way to see, from a single record in Attio, what a customer was subscribed to, whether they were active, or whether they had churned - without logging into a separate system.
No structured commercial view. Existing accounts, users, and subscriptions were not modeled cleanly in Attio. The pipeline was readable but not actionable. The team lacked a consistent view of who was active, who was at risk, and where the next opportunity sat.
AI capabilities not activated. Attio's native AI features - Ask Attio, call intelligence, workflow automation - and the Claude MCP connection were untouched. The CRM was a static database rather than an active system.
Our Approach
Novlini delivered the implementation as a focused 2-day engagement.
Data Model Design
A data model designed for a product-led SaaS commercial motion. Objects defined and configured: Accounts (companies), Users (individual contacts linked to accounts), Subscriptions (tracking plan, status, billing cycle, and renewal date), and Deals (tracking new logo and expansion pipeline). Relationships built between all four objects so that the commercial team can navigate from any record to the full context of the relationship.
Existing data cleaned and migrated into the new structure. Deduplication rules applied. Lifecycle statuses configured: active, trial, churned, at-risk.
Stripe to Attio Integration
Logic defined for mapping Stripe webhook events to Attio records. When a subscription is created, updated, or cancelled in Stripe, the corresponding record in Attio updates automatically. Oriane's development team implemented the webhook on the Stripe side; Novlini built the data mapping and structuring logic in Attio.
The result: subscription status, billing cycle, and churn events are visible directly on the account record in Attio without requiring a manual lookup in Stripe.
AI and Automation Enablement
Attio configured for active use via AI. Ask Attio enabled and tested for natural language pipeline queries. Claude MCP connection set up, giving the team the ability to query, read, and analyze the pipeline from Claude without switching tabs. Native workflow automations activated for lifecycle stage transitions and task creation on key events.
Technology Stack
Attio - CRM, accounts, subscriptions, pipeline (source of truth)
Stripe - billing and subscription events (webhook integration to Attio)
Claude MCP - natural language CRM access and automation
The Results
Oriane went from a CRM disconnected from its product to a system where subscription data, account status, and pipeline are visible in one place - with AI accessible from day one.
Product data visible in the CRM - subscription status, plan, and churn events from Stripe surfaced automatically on each account record
Commercial view structured - accounts, users, subscriptions, and deals modeled with clean relationships and lifecycle logic
No more Stripe lookups - the commercial team can answer account status questions from Attio without switching tools
AI activated - Ask Attio and Claude MCP enabled for natural language pipeline queries and automation
"Clean data mapping, zero downtime, wrapped in days. The team moved fast, knew exactly what they were doing, and left us with something we could actually use immediately."
Julien Rosilio - Oriane ★★★★★
Why It Matters
For a product-led SaaS team, the gap between what is happening in the product and what the commercial team can see in the Attio CRM is where revenue leaks. Subscription cancellations go unnoticed. At-risk accounts are not surfaced until the churn has already happened. Connecting Stripe to Attio - and making the CRM queryable in natural language via Claude MCP - is what turns a contact database into an operational revenue engine.
For any PLG SaaS company looking to connect their billing and subscription data to Attio and enable AI-powered CRM access via Claude MCP, this is what a focused 2-day implementation delivers.