Creator / UGC agency · Playkit
A pipeline with no Deals object, no owners, and no automations. We rebuilt it on Attio's Deals.
Playkit runs high-volume short-form creator campaigns for software clients. Their data was clean, but the pipeline ran as a list instead of a Deals object, almost no record carried an owner, and the Attio workflow engine was empty. We audited the workspace in three days, then rebuilt the pipeline on Attio's standard Deals object.
3 days
Audit turnaround
0
Attio workflows found
0
Open tasks found
11 to 6
Stages collapsed
489
Records replicated
0
Duplicate records
The problem.
Playkit's data was in good shape. Zero duplicate companies or people, deal values in real currency, and a working dashboard. The problems were structural, and they sat one level under the data.
The pipeline was a list, not a Deals object. A company can only appear once in a list, so a repeat campaign for an existing client had nowhere to live. The Attio workflow engine was empty, with every lead routed through Make and mirrored into a Google Sheet because leads sometimes did not land.
Three things nobody had raised. Almost no pipeline entry carried an owner, so no automation could route work to a human. Lead source was captured on nearly every lead and survived on only a fraction of deals, because Leads and Pipeline each had their own source field with option lists that never matched. And not one open task existed in the workspace, which is the mechanical reason leads rotted and "Followed Up" was the longest stage.
Objectives.
- Put an owner on every deal, because every other fix depends on it.
- Move the pipeline off a list and onto Attio's standard Deals object.
- Stop losing lead source at conversion so revenue can be attributed to a channel.
- Turn on weighted revenue and a renewals-due view.
- Replace the Make hop and the Google Sheet with a native cal.com intake.
The data model.
The fix was not a new custom object. Attio's standard Deals object already did the job, once it carried the attributes the business actually runs on and one client could link to many deals.
Deals
Attio's standard object, enabled and shaped. Deal value, stage, owner, close date, campaign start and end, deal type (new business / renewal / repeat campaign), one shared lead source, budget as currency, closed reason, win probability, primary contact.
Companies
One client, many deals stacked underneath. First campaign, renewal, second campaign, with deal value entered once instead of copied across three lists.
People
The person you actually talk to, linked to the deal. The old Leads list was parented to Companies, so a human filling in a form was filed as a company.
The automations we specified.
The workflow engine was empty. Each of these takes 10 to 30 minutes once Deals and Owner exist.
Booking creates the deal
cal.com connects directly to Attio, no Make hop. A booking creates the person, the company, and the deal, assigns the booking host as owner, and carries the lead source across. Retires the Google Sheet.
Win probability maintains itself
Stage changed triggers a probability update from a per-stage map. The dashboard chart titled "Unweighted" finally has a weighted twin next to it.
Lead source survives conversion
One shared Lead source select on Deals, merged from two option lists that never matched. On conversion, source, budget, and product description copy across. Nothing gets retyped, nothing gets lost.
Renewals stop being silent
Deal won creates a renewal deal dated 60 days before campaign end, with an owner. Plus a renewals-due-in-60-days report, the churn early warning that did not exist.
Stalled deals raise a hand
Open deal with no email or meeting in 14 days creates a task for the owner and pings Slack. Email and calendar sync were already stamping the signal on every record. Nobody was using it.
Low budget triages itself
Inbound under the budget floor sets Disqualified and sends the "you don't need Playkit (yet)" email that was being sent by hand.
Reporting.
Weighted pipeline value by stage next to the existing unweighted chart. Revenue by lead source, the report that tells an agency buying attention where to spend next month. Renewals due in the next 60 days. And a forecast-hygiene view of open deals already past their close date, kept at zero.
Results.
- Owner on every open deal, and per-rep history backfilled on the closed ones. Every workflow writes to that field.
- Pipeline rebuilt on Attio's standard Deals object, with 489 list records replicated across.
- Eleven stages collapsed to six. Abandoned became a closed reason instead of a stage.
- One shared lead-source field, so the question "which channel produced the revenue?" has an answer.
- Weighted revenue running, with probability maintained by workflow instead of by hand.
- Everything runs on the Attio and Claude the team already pays for. No extra AI bill, no new seats.
“Worked with Craftt and George and they provided a quick audit and great insights to how I can improve my Attio setup. Great service and I felt like I was in good hands.”
Tyler Morris
Chief of Staff, Playkit
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