Overview 

Attio is your flexible CRM, the system of record for your customer data and GTM workflows. Segment is your Customer Data Platform (CDP), the central hub that collects all user event data from your website and applications. Attio offers a powerful native integration with Segment, which is the essential first step to creating a data-driven GTM motion.

But simply turning on the event "firehose" is not a strategy. A raw, unfiltered stream of every button clicked event creates noise, not clarity, and can quickly overwhelm your CRM's activity feed. The real solution is to build an intelligent automation layer on top of this native connection. This involves carefully selecting the high-value events that matter, syncing user traits to the right places, and building Attio workflows that turn these product signals into revenue.

Our Approach 

Novlini doesn't build the sync we make Attio's native Segment integration work for your unique business. We help you filter the noise and build the custom workflows that turn your product data into an automated, actionable GTM engine.

• Intelligent Event Processing & Workflow Triggers: We help you identify the specific, high-value Segment track events that matter most (e.g., PQL Score Reached, Subscription Upgraded, Feature Activated). Then, we build Attio workflows that are triggered by these events to automatically update deal stages, create tasks, and notify your team in real-time.

• Structured Record Enrichment: Instead of a messy activity feed, we configure the integration to sync key identify calls and user traits directly to dedicated custom fields in Attio. This gives your team an at-a-glance view of a user's plan type, workspace size, or key product settings.

• Build Your Product-Led Sales Motion: We help you design and build your entire Product-Qualified Lead (PQL) process. Define what a PQL looks like in Segment, and we'll build the Attio automation that identifies, assigns, and alerts your sales team the moment a user qualifies themselves.

Unify Your Customer View: By intelligently syncing Segment's behavioral data with Attio's relationship data, we help you create a true 360-degree customer view, empowering your entire GTM team with the context they need to be effective.

Proven Results 

This service is foundational for any data-mature company that uses Segment as its CDP. We transform the native integration from a passive data pipe into an active, intelligent system that reflects the complete customer journey. This empowers your GTM teams to act on real-time user signals, identify the best opportunities, and be more proactive.