The fundraising pipeline was already built. It held two deals.
PragmaClin builds a computer-vision system that scores movement disorders such as Parkinson's in real time. It is a regulated medical device in clinical trials, so the business runs on partnerships, conferences and fundraising rather than sales. Bronwyn Bridges, the CEO, had moved to Attio from HubSpot a year earlier and now opened it, saw the mess, and closed it again. The audit found the right model underneath. It was buried under thousands of records nobody had ever spoken to.
Free 48h audit
Engagement
7,539
People in workspace
55%
Never had an interaction
235
Touched in the last 60 days
83
Fields on a person
2 of 5
Automations failing
0 of 4
Conference events with contacts linked
The problem.
Bronwyn described it plainly on the call: "I look at it and then I turn it off, and I waste so much time trying to fix it that I'm not getting anything done." She named six problems: duplicates, stale records, junk contacts, no automation, no way to track fundraising, and no way to get conference contacts in.
The fill rates were good. 92% of people had an email, 94% were linked to a company, 84% had a LinkedIn profile. The object model was thoughtful too: Deals with a separate Fundraise Stage, Capital Type and Investor Type, plus custom objects for Events, Grants, Programs and Clinical Sites.
The problem was volume. The workspace held 7,539 people and 5,246 companies for a team of about eight. 4,155 people and 3,575 companies had never had a single email or meeting. 4,791 people had arrived in one month, August 2025, mostly LinkedIn contacts synced in and never engaged. Only 235 had been touched in the last 60 days. Three records in five were noise.
And the parts built for the real work were empty. The Deals object, with its fundraise stages already configured, held two records while fundraising lived across three separate lists. The Events object held four conferences with zero contacts linked to any of them.
Objectives.
- Measure the noise instead of arguing about it, so the fix could be a filter rather than a mass delete.
- Answer each of the six problems from the call with what the data actually showed.
- Move fundraising onto the pipeline that already existed, in time for an investor trip the following week.
- Get the automations that were meant to maintain the data running again.
- Keep it a cleanup and wiring job. The model did not need rebuilding.
What we found.
Six problems named on the call, each mapped to a number in the workspace.
Duplicates were smaller than they felt
Attio enforces unique email addresses, so exact duplicates were impossible, and an exact-match tool had cleared the rest. About 4 hard duplicates remained, plus 28 already flagged. The real leak was the same person twice: a LinkedIn record on a personal email and a synced record on a work email, with a slightly different name. That needs fuzzy matching on name, company and LinkedIn.
The stale-data guard was broken
2,506 people had not been touched in over a year. The workflow built to revalidate records had run 2,580 times and had been failing for 23 days. A record with no links has nothing feeding it, so it rots.
The follow-up engine was switched off
Bronwyn said three times that she forgets to follow up. The workflow that drafted follow-up tasks for unanswered LinkedIn outreach was paused, and failing when it last ran. A third workflow had fired once in its life.
83 fields on a person, 21 lists
Two Persona fields, four company fields, a stack of import fields with timestamp slugs, and about eight overlapping triage selects. Six lists were empty cleanup scaffolding. Every one of them added friction to opening a record.
The roadmap we handed over.
Three horizons, with the first one sized to finish before the investor trip.
This week
Stand up an Investor Pipeline on Deals, grouped by Fundraise Stage and seeded from the 254-person Investors list, starting with the 20 to 30 live conversations. Repair the two failing workflows. Move never-engaged records into a Cold list and out of the default views, so Attio opens on about 500 real people instead of 7,539.
This month
Run a fuzzy dedup pass on the personal-versus-work email pairs. Link Events to People, and add a business-card flow: photograph a card, Claude reads it, and creates the person linked to the company and the conference. Cut People from 83 fields to about 40 and Companies from 55 to about 30.
Later
An enrichment agent that keeps titles and companies current on the live segment only. Retire the shared-login seats. Decide keep or archive on the empty objects.
The follow-up loop.
The single pain that came up most on the call, designed as one loop rather than a feature.
Trigger
An outbound email or LinkedIn message with no reply after five business days creates a task with an owner, a due date, and a title that names the person and the thread.
One view
A saved Tasks view, Follow-ups due today, filtered to the owner and anything due on or before today. The screen to open each morning.
Investors going cold
Any investment deal with no contact in 14 days gets a visible flag on the pipeline board and a task in the same view. Who owes a reply, and who is going quiet, in one glance.
Results.
- The noise measured: 55% of people and 68% of companies had never had an interaction. The answer was a Cold list and a default view, not a mass delete.
- The duplicate problem sized honestly: tens of fuzzy pairs, not thousands, with the method to catch them.
- Two broken automations found, including the follow-up drafter, with the steps to repair each.
- A fundraising pipeline stood up on the Deals structure Bronwyn had already built, with the stages defined.
- A clean target data model: which objects stay, which fields merge, and what gets retired.
- A step-by-step runbook ordered so the fast, high-impact moves could be done in-house, with no data touched during the audit.
“George and the Craftt team went above and beyond in reviewing our Attio setup. He was incredibly hands-on and generous with his time, walking through our workspace in detail and giving us a genuinely thorough audit rather than a surface-level once-over. He didn't just point out what was working, he identified specific gaps and areas where we could tighten things up, and paired every observation with concrete, actionable steps we could actually implement. It's rare to get this level of attention and expertise, and it made a real difference in how we're using Attio going forward. Highly recommend George and Craftt to any team looking to get more out of their CRM.”
Bronwyn Bridges
Co-founder & CEO, PragmaClin
Ready when you are.
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