Heed vs Attio: Two Modern CRMs Compared
Attio is a flexible platform you shape to your data. Heed is built around the daily sales routine. A fair look at where each one fits.
What Attio Does Well
Attio is a modern, flexible CRM. Teams that want to model their own world, not only a sales pipeline, often love it.
A Data Model You Design
Custom objects and attributes let you track investors, partners or product users next to customers, in whatever shape your business needs.
Views Built Your Way
Lists and views can be shaped around how each team works, from a fundraising tracker to a recruiting pipeline.
Relationship Data From Email and Calendar
Connect a mailbox and calendar, and Attio builds records from the people and companies you talk to.
Automations and an API
Workflows to automate steps, and an API for teams that want to connect their own tools and data.
Where Heed Is Different
Attio gives you building blocks. Heed gives a small sales team a finished routine, with Atlas wherever it saves a step.
A Sales Routine, Ready on Day One
Heed is shaped around selling: My Day each morning, a Gmail inbox inside the CRM, booking links and tasks. There is less to design and more to use.
See My DayCoaching Built In
Stage checklists with sensible defaults, judged against each deal's activity. What is missing becomes a task, and Atlas drafts a dated close plan.
See Deals and CoachingAtlas Asks Before It Acts
Atlas knows your company, your team and your deals. It drafts and proposes, and nothing changes until you press Confirm.
See AtlasA Weekly Brief Out of the Box
The This Week report and the Monday brief show what moved, slipped, closed and appeared, compared with nightly snapshots.
See Forecast and Reports
Heed and Attio Side by Side
A short, qualitative comparison. Attio moves quickly, so check its current plans for the details that matter to you.
| Topic | Heed | Attio |
|---|---|---|
| Approach | An opinionated sales CRM built around the daily routine of a small team. | A flexible CRM you shape with your own objects, attributes and lists. |
| Email and calendar | Google only. Your full Gmail inbox inside Heed, plus Google Calendar sync. | Syncs your email and calendar to build relationship records. |
| The rep's day | My Day: meetings, replies owed, tasks, deals that need attention and new prospects. | Lists, views and tasks you set up for your team. |
| Deal coaching | Stage checklists with evidence, missing items, risk signals and a close plan. | Possible to build with your own attributes and workflows. |
| AI | Atlas is built in. It proposes changes as cards, and nothing changes until you confirm. | AI features across records and workflows. |
| Weekly reporting | This Week report and a Monday brief email, ready without setup. | Reports you build on your own data. |
| Integrations | Gmail and Google Calendar. | Integrations and an API. |
Which One Fits Your Team
The question is whether you want to build your CRM or use one that is already shaped for selling.
Choose Attio If
- You track more than customers, like investors, partners or users
- You want to design the data model yourself
- You run fundraising, hiring or partnerships from the same tool
- You want to automate steps and connect other tools through an API
- Someone on the team enjoys building and maintaining the CRM
Choose Heed If
- You want a sales CRM that works on day one without designing it
- Gmail and Google Calendar run your day
- You want stage coaching and a close plan on every deal
- You want AI that drafts and proposes, and waits for your Confirm
- Managers want a weekly brief without building reports
Moving From Attio
Contacts come over with the CSV import. Heed matches each contact to an existing company or creates one, and assigns owners from your file. Open deals you add on the board, or describe them to Atlas and confirm each one. Then connect Gmail and Google Calendar: Heed logs the last 30 days of email and meetings with those companies and keeps going from there.
- Export your contacts from Attio as a CSV file
- Upload it and check the column mapping Heed suggests
- Review the preview, where problems show before anything is saved
- Skip duplicates or fill in their empty fields
- First Name→First name
- Last Name→Last name
- Email→Email
- Job Title→Title
- Company Name→Company
- Contact Owner→Owner
Questions People Ask
- Is Heed as flexible as Attio?
- No, by design. Heed is built around companies, contacts and deals, with custom pipelines and stages. If you need your own objects, Attio is the better fit.
- Can I move from Attio to Heed?
- Yes. Export your contacts from Attio as a CSV file and import them into Heed with column mapping, a preview and duplicate handling.
- Which email providers does Heed support?
- Gmail and Google Calendar only.
- What does Heed include out of the box?
- My Day each morning, a Gmail inbox inside the CRM, booking links, stage coaching with close plans, a This Week report, a Monday brief and Atlas on every page.
- Who should choose Attio?
- Teams that want to design their own data model, track more than customers or automate workflows across tools. It is a strong product for that.
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