About Verasight
Verasight is a Stanford-based B2B survey research company providing panel-based survey services and advanced data analysis to academics, government agencies, and Fortune 500 firms. With a small team and a CRM that had been running for four months before the engagement, Verasight was preparing to scale its sales function, onboard a head of growth, and hire a second member of the client solutions team. The CRM needed to be cleaned up, rationalized, and equipped with the dashboards required for board-level reporting before that growth happened.
The Challenge
Verasight had set up Attio four months earlier with the help of another implementation partner. The setup was functional but increasingly difficult to use. The data model had grown to eight or nine objects, more than needed for the use case. Some integrations, including Granola and MailChimp, were connected but not actively populating any data. The conference lead object, built to track attendees from the events the team attended, was storing company associations as free text rather than domain-linked records, which meant conference leads could not be cleanly associated with company records in Attio and deal attribution was breaking.
More urgently, Verasight was reporting to its board every quarter on two metrics: MQL volume and a sales forecast. Both reports were being built manually by pulling data from Attio into Google Sheets and reformatting it. The head of client solutions wanted those dashboards to live in Attio so the board reports could be generated from the CRM directly.
Our Approach
Novlini delivered the audit, optimization, and dashboard build over two and a half days.
Audit and Data Model Cleanup
Full review of the existing workspace: all objects, attributes, relationships, integrations, and views. The conference lead object was identified as the most critical structural issue. The association logic was rebuilt to use domain-based matching rather than free text, so that every conference attendee is correctly linked to the right company record in Attio. A cleanup process was run on existing mismatched records to reclassify them against the correct companies.
Unused objects were evaluated and either reconfigured or hidden. The workspace was simplified without removing functionality the team was actively using.
Board Dashboards
Two dashboards were built in Attio to replace the manual Google Sheets reports:
MQL dashboard: tracks qualified leads by source (conference, form submission, inbound), with volume by week and month, conversion rates at each stage, and filters by lead type and time period. The board now sees MQL volume as a live Attio view rather than a manually updated sheet.
Sales forecast dashboard: tracks deal values across pipeline stages, projected close dates, weighted pipeline by stage probability, and month-over-month comparisons. Gives the CEO and head of growth a real-time view of the sales forecast without any manual data extraction.
Roadmap for Growth Phase
With a head of growth joining and a MailChimp newsletter integration to be properly activated for them, a roadmap was documented covering: full MailChimp activation for the incoming team member, Mixmax sequencing integration for any outbound the growth team runs, and the workspace changes needed when the second client solutions hire joins.
Technology Stack
Attio - CRM, MQL tracking, sales forecast dashboards, conference lead management (source of truth)
Typeform - inbound lead capture, native Attio integration
Granola - meeting notes, active Attio sync post-cleanup
The Results
Verasight went from a complex Attio workspace with broken conference lead data and manual board reports to a clean, rationalized CRM with live dashboards.
Conference lead data fixed - all attendee records now domain-linked to the correct company records, deal attribution no longer breaking
Data model simplified - eight-plus objects reduced and rationalized, workspace easier to navigate for a small team
MQL dashboard live - quarterly board report on qualified lead volume now generated from Attio, no manual sheet required
Sales forecast dashboard live - real-time pipeline view with weighted forecast, close date tracking, and month-over-month comparison available in the CRM
Growth phase planned - documentation and roadmap in place for incoming head of growth and second client solutions hire
"Novlini transformed our Attio setup. The audit, the cleanup, and the dashboards were exactly what we needed. We can now run our board reports directly from the CRM. The team was responsive, thorough, and genuinely understood what we were trying to do."
Sami F. - Verasight ★★★★★
Why It Matters
A CRM that requires manual extraction to answer board-level questions is not a CRM. It is a database with extra steps. For a survey research company reporting quarterly on MQL volume and sales forecast, those two metrics need to be live, accurate, and available in the tool the team already uses every day. That is what the dashboard build delivered.
The conference lead fix is the less visible but equally important result. When lead source attribution is wrong because of bad data associations, every conversion analysis built on top of it is wrong too. Fixing the data model at the association layer means the dashboards built on top of it can actually be trusted.