What You'll Learn

Understand Attio's core architecture as a relational database tuned for go-to-market. Learn how objects, attributes, and relationships work together, and how to create custom objects that fit your specific business model.

Why This Matters

• Flexible Data Modeling: Create custom objects beyond companies/people/deals
• Relationship Mapping: Define one-to-many, many-to-many connections between records
• GTM-Specific Design: Build a CRM structure that matches your actual workflow

Key Steps Covered

• Core Objects – Companies, People, Deals with their standard attributes
• Custom Objects – Create products, workspaces, LinkedIn posts, or any entity
• Relationships – One-to-one, one-to-many, many-to-many between objects
• Lists & Views – Organize records into baskets and create table/Kanban views

Tools & Integrations

• Attio: Core CRM platform with custom object support
• Native Features: Lists, views, tasks, notes, emails, call recordings

Common Questions

Q: How is Attio different from HubSpot or Salesforce? A: Attio provides custom object modeling even on lower tiers. You can create any entity (products, engagements, projects) and define precise relationships between them—typically enterprise-only features in traditional CRMs.

Q: When would you create a custom object? A: When you have entities that don't fit companies/people/deals. Examples: product lines, LinkedIn posts and engagements, customer workspaces, partner records, or project trackers.