About Pleez
Pleez is a Portuguese foodtech startup helping restaurants optimize their presence on delivery platforms. Their platform provides data-driven insights on competition, market trends, and performance across delivery marketplaces. At the time of engagement, Pleez was running an entirely sales-led motion with a small team managing both acquisition and account management - and they needed to migrate from HubSpot to Attio before their subscription renewed.
The Challenge
Pleez had built their commercial operation on HubSpot. The main driver for moving was pricing - HubSpot had become expensive relative to what they actually needed - but the real problem ran deeper. HubSpot had become the source of truth for too many things it wasn't designed for: deal stage changes were triggering product automations, billing status was being read from the CRM rather than from the product itself, and any change to the stack required untangling a web of interdependencies. Moving to Attio was an opportunity to rebuild the architecture cleanly.
Three objectives framed the engagement:
Clean CRM migration. Companies, contacts, and deals from HubSpot needed to be migrated into Attio with full historical data intact. The migration had a hard deadline: the HubSpot subscription renewal was approaching and the team needed to be operational on Attio before it renewed.
Two-pipeline architecture. Pleez runs a sales pipeline (acquisition) and an account management pipeline (onboarding, retention, and renewals) with distinct stages and workflows. Both needed to be rebuilt in Attio with appropriate automations.
Lifecycle and recovery automations. A task generator automation to create structured task lists for each deal at key pipeline stages. A reconversion workflow to handle deals lost and recovered. A recovery automation to surface churned customers for re-engagement after a defined period.
Our Approach
Novlini delivered the project as a fixed-scope engagement over a few weeks, with Anas as lead consultant and Ibrahim on the data migration.
Migration
Full HubSpot export and migration of companies, people, and deals into Attio. Historical data mapped and imported, with association integrity preserved. Call activity from Aircall documented for the team to migrate independently via CSV import and record matching.
Data Model and Pipelines
Two pipelines built and configured: the sales pipeline covering the full acquisition cycle from outreach to close, and the account management pipeline covering onboarding, retention, and renewals. Stages designed to reflect the actual workflow at Pleez, with deal value tracking and time-in-stage visibility configured per stage.
Automations
Task generator automation: fires daily against the pipeline, checks each deal's current stage and progression criteria, and generates structured task lists automatically. Configured to handle Attio's workflow credit limits efficiently.
Reconversion workflow: handles deals that went to close-lost and are being re-engaged, with appropriate stage logic to distinguish them from fresh prospects.
Recovery automation: runs monthly, surfaces customers who churned or downgraded more than a defined period ago, and adds them to a dedicated recovery list so the sales team can approach them with a relevant pitch rather than treating them as cold leads.
Dashboards and Reporting
Dashboards built covering pipeline visibility by stage, deal value by account manager, monthly close rate tracking with target lines, and deals-for-approval visibility. Documentation delivered covering all implemented workflows and how to build additional reports independently.
Technology Stack
Attio - CRM, two-pipeline architecture, automations, dashboards (replaces HubSpot)
Aircall - call activity (native Attio integration)
The Results
Pleez went from a CRM where everything was interlaced - deal stages triggering product automations, billing status read from HubSpot - to a clean architecture where the CRM owns relationship data and nothing else.
HubSpot dependency broken - the product and billing layer decoupled from the CRM, circular dependencies eliminated
Churned customers now surfaced automatically - recovery automation identifies churned accounts after a defined period and routes them to a dedicated list with the right context for the sales team
Reconversion process formalized - lost deals tracked through a dedicated workflow, distinct from fresh prospects
Pipeline time-in-stage visible - each stage has a threshold, deals that overstay flag themselves
Full commercial history migrated - companies, contacts, and deals from HubSpot in Attio before the renewal deadline
Why It Matters
HubSpot migrations are often about cost. But the real reason to migrate is architecture. When a CRM becomes the source of truth for billing status, payment triggers, and product lifecycle events, it becomes fragile - every change to the stack requires touching the CRM, and the CRM becomes a bottleneck for everything. Rebuilding on Attio with a clear separation of concerns - the CRM owns relationship and pipeline data, the product owns usage and billing - gives the team a stack they can actually maintain and evolve independently.