Insurance / Motor claims · Skelmore
5 custom objects, MEDDPICC scoring, and executive dashboards for an insurance TPA.
Skelmore manages motor claims across a network of insurers and workshops. Their sales pipeline, workshop assessments, and insurer relationships all needed structure that standard CRM objects could not provide. We built a full Attio workspace with custom objects for insurers and workshops, MEDDPICC-based deal qualification, 11 pipeline views, and dashboards for both sales and executive teams.
5
Custom objects
100+
Custom attributes
10+
Automations
11
Pipeline views
2
Dashboards
60+
Assessment criteria
The problem.
Skelmore operates as a TPA (third-party administrator) in motor insurance. They manage relationships with insurers who refer claims, workshops who handle repairs, and a sales pipeline for new partnerships. Each of these is a distinct business entity with its own attributes, contracts, and lifecycle.
Standard CRM objects (companies, contacts, deals) could not represent this. Insurers have authority limits, SLA tiers, and gross written premiums. Workshops have repair capabilities, labor rates, and cycle times. Deals follow a MEDDPICC qualification framework with opportunity-specific probability adjustments. None of this fits in a flat contact/company/deal model.
The team also needed structured workshop assessments: a 60+ point evaluation covering capabilities, equipment, staffing, certifications, and facilities. This was happening in spreadsheets with no connection to the workshop records in CRM.
Objectives.
- Build a data model that connects companies, insurers, workshops, and deals with proper hierarchy and relationships.
- Implement MEDDPICC-based sales qualification with automatic probability scoring.
- Create pipeline views segmented by opportunity type, forecast horizon, and risk level.
- Automate deal management: stage transitions, probability updates, risk flagging, and follow-up tasks.
- Build a 60+ point workshop assessment framework for network onboarding and quality control.
- Deliver executive and sales dashboards for forecasting, slippage analysis, and funnel conversion.
The data model.
Five objects with relationships between them. Companies sit at the top as the parent entity with mother/daughter hierarchy. Insurers and Workshops are custom objects linked to Companies. Deals connect to People through Champion and Economic Buyer relationships. The Workshop Assessment list captures 60+ evaluation criteria for network onboarding.
Companies
Parent entity with mother/daughter hierarchy and links to Insurers and Workshops. Organisation type, lines of business, distribution channels.
Deals
Opportunities with MEDDPICC scoring, forecast categories (Commit / Best Case / Pipeline), ACV, champion and economic buyer relationships, risk level, competitive position.
Insurers
Custom object for insurer partners. Authority limits (Repair / Total Loss / Injury), GWP, market share, active vehicle policies, SLA tier, fee structure, contract renewal date.
Workshops
Custom object for the repair network. Network status, YTD claim volume, average repair cost and cycle time, capabilities, labor rates, parts discount, coverage zone.
Workshop Assessment
Structured list with 60+ criteria for onboarding, auditing, and tiering workshops. Grade/tier, 150-point checkup, capabilities (EV, ADAS, aluminium, glass), equipment, staffing, facilities, OEM certifications.
Automations.
Deal probability by stage
Six-stage pipeline with automatic probability: Lead Qualification (10%), Discovery (20%), Solution Presentation (35%), RFP Response (50%), Negotiation (75%), Closed (100% / 0%). Updates on every stage change.
Probability adjustments by opportunity type
Expansion deals get +15% added to their base probability. Win-back deals get -10%. The adjustment runs automatically on stage change so forecasts reflect deal difficulty.
Auto-advance stage on deal creation
Expansion opportunities skip Lead Qualification and land on Discovery. Renewals skip to RFP Response. New deals start at the stage that matches their actual entry point.
Daily overdue deal flagging
Every morning: find deals past their expected close date, update Risk Level to High, create a task for the sales lead. Nothing slips past without a flag.
Weekly inactive deal reminders
Deals untouched for 14+ days trigger a task for the deal owner. Keeps the pipeline honest and forces a decision: advance, update, or close.
Create Insurer or Workshop from org type
When a company's Organisation Type is set to Insurer or Workshop, the matching custom object record is created and linked. No duplicate entry across objects.
Notes sync to Notion
Attio notes created by workspace members push to Notion via Zapier webhook. Filtered by author and routed to the correct page per team member.
Call recording transcripts to Notion
Call recordings trigger a Zapier flow: fetch transcript, summarise via ChatGPT using a meeting template, push the structured insight to Notion as a data source item.
Pipeline views.
Eleven views covering every angle of the pipeline. Segmented by forecast horizon so commit, best-case, and pipeline deals are never mixed. Separate views per opportunity type (new, renewal, expansion, win-back). An at-risk view that surfaces deals with high risk, too few stakeholders, or a close date in the past.
Active Pipeline by Stage
Stage is not Closed Won/Lost
Commit (0-30 days)
Close date within 30 days, Forecast = Commit
Best Case (31-60 days)
Close date 31-60 days, Forecast = Best Case
Pipeline (61-90 days)
Close date 61-90 days, Forecast = Pipeline
91-180 days
Close date 91-180 days
180+ days
Close date beyond 180 days
New Business
Opportunity type = New
Renewals
Opportunity type = Renewal
Win-backs
Opportunity type = Win-back
Expansions
Opportunity type = Expansion
At-Risk
Risk = High OR Stakeholders < 2 OR close date in past
Dashboards.
Two dashboards with eight reports total. The Sales Team Dashboard tracks daily pipeline health: funnel conversion, value by stage, time in stage, and deals by close date. The Executive Dashboard focuses on forecasting: slippage analysis, conversion funnels, pipeline by horizon, and forecast rollups.
Sales Team Dashboard
- Funnel Conversion Report
- Pipeline Value by Stage
- Time in Stage
- Deals by Close Date
Executive Dashboard
- Slippage Analysis
- Stage Conversion Funnel
- Pipeline by Horizon
- Forecast Report
Results.
- Companies, insurers, and workshops connected through proper relationships instead of flat spreadsheets.
- MEDDPICC qualification built into the deal object. Score, champion, economic buyer, pain points, and decision criteria tracked per deal.
- Probability updates automatically on every stage change, adjusted by opportunity type. No manual entry.
- Pipeline visible by forecast horizon (0-30, 31-60, 61-90, 91-180, 180+), by type (new, renewal, expansion, win-back), and by risk.
- 60+ point workshop assessment framework for structured network onboarding and quality tiering.
- Two dashboards giving sales and executive teams different views of the same pipeline: conversion funnels, slippage, forecasts, and time-in-stage analysis.
- Notes and call recording transcripts sync to Notion automatically with AI-generated summaries.
“Impressed by the team's responsiveness and experience!”
Frederik Bisbjerg
Axxion Claims Settlement Services
“Very helpful and timely support from George and Maxim. The team makes our Attio experience so much smoother.”
Florence L.
Axxion Claims Settlement Services
Ready when you are.
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