Attio

Outbound fails when you pitch at the wrong altitude. At a startup, the person using your product and the person buying it are the same person. As you move upmarket, those two roles get further and further apart. Roniesha Copeland, VP Sales at Vercel, calls this the PLG altitude problem, and it's where outbound breaks down. The higher you go, the more you need to lead with the problem, not the product. Read her full entry on outbound in GTM Atlas: attio.ai/atlas-roniesha

The role of CRM is shifting fast. From a system of record to a system of context your entire GTM runs on. When agents can access that context, the way you run your business changes entirely. Alexander Christie gets into what that looks like for us at Attio. Studio Sessions Ep. 1

AI has changed what GTM looks like. On May 20 in London, we're partnering with Clay and Granola to host a night of hands-on building for operators and founders. We'll open with demos from the operators behind GTM Atlas, then move into working time on whatever motion, sequence, or workflow you can't crack. Register here: attio.ai/gtm-after-hours

Open LinkedIn right now. 70% of what you see is AI-generated. Outbound inboxes are drowning in identical emails. Same tools, same signals, same playbooks. Welcome to the sea of sameness. The teams pulling ahead aren't using more AI. They're building systems that compound. I just contributed to 𝗚𝗧𝗠 𝗔𝘁𝗹𝗮𝘀, a new project curated by Attio. My chapter sits in Qualification, and here are the 4 things every B2B team should be doubling down on in the GTM AI-first world: 𝟭. 𝗕𝘂𝗶𝗹𝗱 𝗮 𝗚𝗧𝗠 𝗯𝗿𝗮𝗶𝗻 A team running a chatbot starts from scratch every time. A team doing context engineering builds a brain. Five components: a CLAUDE md file, context files, skills, workflows, and an archive of outputs. Upload your base intelligence once. It compounds from there. 𝟮. 𝗘𝗖𝗣 𝗯𝗲𝗳𝗼𝗿𝗲 𝗜𝗖𝗣 You don't earn the right to chase your ideal customer until you've won your early ones. Regulated enterprises want case studies you don't have yet. Early adopters want to co-design. You'll run out of runway talking to your ICP. ECP first. 𝟯. 𝗤𝘂𝗮𝗹𝗶𝗳𝘆 𝗶𝗻 𝗳𝗼𝘂𝗿 𝗯𝗿𝗮𝗰𝗸𝗲𝘁𝘀 → Firmographics → Behaviors → Timing and momentum → Revenue potential Reverse-engineer the weighting from your actual traction. Pull your ten best clients and ask: which ones do I want 500 more of? Don't build your ICP around snow leopards. 𝟰. 𝗦𝘁𝗮𝗻𝗱 𝗼𝘂𝘁 𝘄𝗶𝘁𝗵 𝗵𝘂𝗺𝗮𝗻𝗶𝘁𝘆 Show up like a niche-of-one. Use proprietary signals you define from your own product analytics. Do the proprietary research big teams skip. Let your personality shine through. One intelligent, well-researched message beats fifty templated ones - we're seeing 3-5x conversion, sometimes 10x. The compounding system pointed at the right customer, sending the message that actually cuts through - that's the moat. Honored to contribute alongside Nicolas Sharp (Attio), Elena Verna (Lovable), Emily Kramer (MKT1), Kyle Norton (Owner), Roniesha Copeland (Vercel), James Pastan (Framer), Rati Zvirawa (Intercom), and Josh Epstein (Coder). Read my entry here: https://lnkd.in/eUNk6Zua If you're building a GTM motion in 2026, this is the map.

Retention isn't a metric you fix after the fact. Josh Epstein, CRO at Coder, says it's the culture you build on day one, and if you get it wrong, it's very hard to recover. Every decision in his organization starts with one question: what's the impact on the customer? No conversation starts anywhere else. That's not a value on a wall, it's how he hires, structures compensation, and thinks about every deal his team closes. Read his full entry on retention in GTM Atlas: attio.ai/atlas-josh

AI has changed the interfaces we build and the systems underneath. Last week we explored what that looks like for the teams building in this era. Nicolas Sharp made the case for building primitives enhanced by AI rather than replaced by them. At Attio that means a stable common system underneath with hyper-personalized UIs on top, designed to get better with every model release rather than being disrupted by it. Nad Chishtie walked through Lovable's generalist approach, designing for the full spectrum from first-time builders to enterprise teams. Saaras Mehan unpacked Jack & Jill's trust framework, designing every step from zero autonomy to full. Thank you to Filip Mark for moderating and everyone who joined us live.

Attio's more than doubled CRM market share in the last 52 weeks ... and more than quadrupled in the last 104

What does it take to build the next generation of CRM? We're sitting down with the people inside Attio to find out. First up, Co-Founder and CTO Alexander Christie. Studio Sessions episode one coming soon.

Every quote in GTM Atlas is built to be shared.