Highlights:

  • CRM software stores current and prospective customer data. Salespeople spend much time manually entering customer data into their CRM system.
  • A customer record in Attio can be clicked to display more detailed information. Salespeople have access to the customer’s past communications and other information, such as recent purchases.

Attio Ltd., a London-based CRM startup competing with Salesforce Inc., recently raised USD 23.5 million from investors.

Redpoint Ventures led the Series A round. Balderton Capital and Point Nine also invested, by totaling the outside funding to USD 31.2 million.

CRM software is used by companies to store current and prospective customer data. Salespeople spend much time manually entering customer data into their CRM system. Attio uses connectors to retrieve salespeople’s email inboxes and other data automatically, with any manual inputs.

Attio arranges customer data in a user interface resembling a spreadsheet. A single spreadsheet row represents each customer record. Companies can alter the data points in the row based on the needs of their sales teams.

For instance, a business that sells development tools to other companies can set up Attio to list the engineering executives at each company it is negotiating with. Additionally, it can show the status of contract negotiations and other relevant information. Multiple salespeople can add and remove customer data using a real-time editing tool.

A customer record in Attio can be clicked to display more detailed information. Salespeople have access to the customer’s past communications and other information, such as recent purchases. Additionally, the service enables salespeople to attach notes outlining the specifics of a deal opportunity for coworkers.

The startup offers a variety of other capabilities in addition to its data management features. Companies can send customers promotional emails using an integrated email tool without leaving the user interface. Companies can use the analytics reports the startup provides as part of its platform to monitor the success of their sales efforts.

Nicolas Sharp, co-founder, and CEO recently penned a blog post, “Building a CRM that works for any and all industries is a monumental undertaking. We’ve been working intensely on building the key features that form the foundation of CRM. However, we’re not taking just a checkbox approach. Instead, we’re taking every aspect of CRM, piece by piece, and making it an incredible experience.”

After more than a year of testing, Attio recently made its platform generally accessible. Over 2,000 customers were added to the startup’s installed base. Among the companies that use Attio’s platform are The Coca-Cola Co. and OpenAI LLC.

Attio will use the money raised in its latest round of funding to expand its market share. The startup also intends to spend money on feature creation. It intends to roll out new workflow automation tools and enhanced integrations with third-party cloud services as part of the effort.