Staffing & consulting · Keenan Reid Strategies
Pipedrive to Attio migration: notes, a six-object data model, two pipelines, and twelve rebuilt reports.
Keenan Reid Strategies ran on Pipedrive. Sarah Olson wanted Attio, but only if the migration preserved every note, every stage history, and every report the team relied on. We ran several calls to map the model before any data moved, then migrated cleanly in one cutover.
Pipedrive
Migrated from
4
Custom objects
2
Pipelines
12
Reports rebuilt
The problem.
Pipedrive handled the basics, but the team had outgrown it. Staffing assignments were buried inside deal notes. Lead intake and the sales pipeline were the same view. Forecasting relied on exporting Deals to a spreadsheet and weighting them by hand.
Any move to a new CRM had one rule: nothing gets lost. Notes had to come across. Stage history had to come across. Every report the leadership team relied on had to exist in the new tool on day one.
Objectives.
- Move off Pipedrive without losing a single note, deal, or contact.
- Model the business in Attio: deals, staffing assignments, leads, and revenue milestones as first-class objects.
- Run two pipelines side by side: CashConvert+ and Commercial.
- Recreate every Pipedrive report the team used to run the business, with no drop in visibility.
- Give Sarah and the team a workspace they understand on day one, not a tool they need to learn.
The data model.
Four custom objects on top of the standard Companies and People. Staffing Assignments separate operational placement work from the sales record. Milestones power the forecast. Leads keep the top of the funnel out of the Deals object so reports stay clean.
Companies
Standard object. Client companies, prospects, and partners.
People
Standard object. Contacts at client companies and candidates.
Deals
Custom object. Sales opportunities across both pipelines, with full stage history (Qualified, Contact made, Discussion scheduled, Proposal and development, Negotiations underway, Contract agreed, Active, Renewal Ready).
Staffing Assignments
Custom object tracking each placement once a deal goes active. Separates the operational record of a placement from the sales record of the deal that won it.
Leads
Custom object. Inbound leads land here first, before they get qualified into Deals.
Milestones
Custom object. Revenue milestones tied to deals, used to build weighted and booked forecasts.
Two pipelines, one stage model.
CashConvert+ pipeline
One of the two sales motions, run end to end inside Attio. Same stage progression as Commercial, separate list view so the team can see what is moving without the two pipelines blurring together.
Commercial pipeline
The second sales motion. Most current activity sits here: qualified deals, proposals, and negotiations all moving through the same eight stages.
Shared stage model
Both pipelines share one stage taxonomy: Qualified, Contact made, Discussion scheduled, Proposal and development, Negotiations underway, Contract agreed, Active, Renewal Ready. Reports compare across pipelines without translation.
The migration.
Notes carried over in full
Every note from Pipedrive landed on the matching record in Attio, attached to the right Company, Person, or Deal. No call history was lost. The team opened Attio on day one and saw the same context they had in Pipedrive.
Deal history preserved
Stage transitions and timestamps came across so reports like Pipeline Movement and Deals time in stage have real history to work with, not a flat snapshot.
Mapping reviewed before any data moved
We ran several pre-migration calls so Sarah understood exactly which Pipedrive field mapped to which Attio attribute, what was being merged, and what was being dropped. Nothing about the migration was a surprise.
Reports rebuilt in Attio.
Twelve dashboard widgets, recreating every Pipedrive report the team used to run the business. Same questions, same numbers, same shape, sitting on the new data model.
Deals won Revenue
Single-metric sum of estimated deal value across won Deals. Replaces the headline Pipedrive revenue card.
2026 Weighted Pipeline value
Single-metric sum across Milestones, weighted by stage probability. The number the team forecasts against.
Pipeline Weighted Revenue Forecast 2026
Time-series of weighted revenue from Milestones, scoped to the 2026 forecast year.
Booked Revenue Forecast 2026
Time-series of booked revenue from Milestones, separated from the weighted view so the team can see committed vs forecast at a glance.
Pipeline Movement
Stacked bar of Deals by stage, by date changed. Shows how the pipeline shifted week over week.
Deals time in stage
Average time in each stage across all Deals. Surfaces the stages where deals sit too long.
Won Deal time to close by Stage
Average time in status for Deals that closed won, by stage. Used to benchmark a healthy deal velocity.
Lost Deal Time to Close by Stage
Same view, for Deals that closed lost. Highlights where the team is spending time on deals that do not convert.
Deals Created Last 30 Days by Pipeline
Count of new Deals split across CashConvert+ and Commercial. Replaces the Pipedrive “new this month” widget.
Deals created by Month
Monthly count of new Deals. Used for tracking top-of-funnel volume over time.
Lost Reason Trailing 180 Days
Stacked count of closed-lost Deals by reason (Price, Other, Unknown). Drives the conversation about pricing and qualification.
Leads Created Trailing 90 Days
Single-metric count from the Leads object. Top of the funnel, separate from the Deals number.
Results.
- Pipedrive shut down with no loss of notes, deal history, or contacts.
- Six objects in Attio (Companies, People, Deals, Staffing Assignments, Leads, Milestones) cover the full lifecycle from lead to active placement.
- Two pipelines (CashConvert+ and Commercial) run on a shared stage model so reports compare cleanly.
- Twelve reports rebuilt in Attio dashboards, covering revenue, forecast, pipeline movement, time in stage, lost reasons, and lead volume.
- Sarah and the team opened Attio on day one and recognised every record and every report.
“George helped us migrate from Pipedrive to Attio and it was quick and seamless! He was super responsive and had several calls with me before we started to make sure I understood everything.”
Sarah Olson
Keenan Reid Strategies
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