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Best Attio Alternatives

Written by Paddy Stobbs

Co-Founder & CEO

Edited by Steph Leung

Product & Operations Lead

Updated onApr 28, 2025

Attio is redefining the CRM landscape with its modern, flexible approach to relationship management. Unlike traditional CRMs that force users into rigid workflows, Attio’s highly customizable platform adapts to how teams actually work. With its intuitive interface, powerful data modeling capabilities, and real-time collaboration features, Attio has quickly gained popularity among startups and growth-stage companies. However, depending on your specific business needs, several alternatives might better serve your requirements. HubSpot Sales Hub delivers superior marketing campaign capabilities with its robust automation and segmentation tools. Zoho CRM excels at complex lead scoring with dedicated evaluation functionality. For high-volume outbound sales teams, Close offers specialized calling features that Attio can’t match. Teams deeply embedded in Google’s ecosystem might prefer Copper’s seamless Workspace integration. Meanwhile, Salesforce Sales Cloud remains the gold standard for large sales teams requiring sophisticated territory management. This comparison explores when these alternatives might outperform Attio for specific use cases.

Best alternatives to Attio

For running sophisticated marketing campaigns:

HubSpot Sales Hub product logo

HubSpot Sales Hub

Stackfix Rating:

5.8 / 10

HubSpot Sales Hub outperforms Attio for sophisticated marketing campaigns through three key advantages. First, its best-in-class marketing automation enables multi-channel campaigns with features like A/B testing of email sequences, website visitor tracking, and social media management. Second, HubSpot’s advanced segmentation capabilities allow marketers to group users based on website interactions, email engagement, and custom events—functionality Attio only offers through third-party integrations. Finally, HubSpot’s workflow automation offers sophisticated features like custom code triggers and split testing that enable highly personalized marketing sequences.

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For managing leads with complex scoring requirements:

Zoho CRM product logo

Zoho CRM

Stackfix Rating:

4.4 / 10

Zoho CRM manages leads with complex requirements through three key capabilities that Attio lacks. First, Zoho CRM offers dedicated lead evaluation functionality allowing users to assign weighted assessments based on lead characteristics and behaviors, while Attio only provides basic calculations on numeric values. Second, Zoho’s lead management interface includes purpose-built features for prioritizing and segmenting leads, compared to Attio's more generic pipeline approach. Finally, Zoho CRM enables sophisticated automation of the lead evaluation process through its scoring rules module, whereas Attio’s automation capabilities are more limited when it comes to lead qualification workflows.

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For high-volume outbound sales calls:

Close product logo

Close

Stackfix Rating:

6.9 / 10

Close offers a powerful solution for high-volume outbound sales calling through three key capabilities. Its advanced power dialer automatically moves through contact lists, and the predictive dialer simultaneously dials multiple numbers to maximize talk time. The platform’s call coaching feature enables managers to silently monitor calls or provide real-time guidance to representatives. Additionally, Close’s AI-powered call transcription automatically captures and summarizes conversations, eliminating manual note-taking and boosting productivity.

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For deep Google Workspace integration:

Copper product logo

Copper

Stackfix Rating:

6.3 / 10

Copper’s Google Workspace integration makes it a good choice for teams deeply invested in Google’s ecosystem. Unlike Attio’s basic Gmail and Calendar sync, Copper’s Chrome extension enables users to view tasks, past interactions, and add contacts directly within Gmail and Google Calendar without switching contexts. Additionally, Copper natively supports Google Meet scheduling and management, a feature Attio lacks. While both CRMs offer pipeline management and automation capabilities, Copper’s purpose-built Google Workspace features create a more seamless workflow for Google-centric teams.

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For managing large sales teams:

Salesforce Sales Cloud product logo

Salesforce Sales Cloud

Stackfix Rating:

5.3 / 10

Salesforce Sales Cloud manages large sales teams with territory-based assignments through three key capabilities. First, its robust territory management system allows sales leaders to create and define territories using multiple criteria such as geography, industry, and customer demographics. Second, automated lead routing instantly assigns leads to the right territory representative based on customizable rules. Third, territory-specific reporting and analytics provide granular insights into each territory’s performance metrics, including revenue generated and deals closed. While Attio offers basic lead assignment capabilities, it lacks the comprehensive territory management depth organizations need for structured territory-based sales operations.

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PS

Meet your expert: Paddy Stobbs

Stackfix Co-Founder & CEO

I've spent over a decade deep in the world of business software - personally managing more than $2M in purchases across companies I've built and led. From intimate 10-person teams to organizations of 150+, I've developed a particular obsession with Sales and HR tools – testing, implementing, and scaling them at every stage of growth. My journey started at Cambridge University, led me through Google, and most recently culminated in selling my previous venture to TikTok. Now, I'm channeling all of that hands-on experience into helping others navigate the complex landscape of business software.

Attio logo

Attio

HubSpot Sales Hub logo

HubSpot Sales Hub

Zoho CRM logo

Zoho CRM

Close logo

Close

Copper logo

Copper

Salesforce Sales Cloud logo

Salesforce Sales Cloud

Our rating
Functionality
7

Functionality

7/10

<p>Attio offers simple, intuitive CRM functionality that ticks the boxes for most SMBs. Beyond the essentials like contact and pipeline management, it stands out with some standout features: a slick Chrome extension for effortless one-click contact addition from LinkedIn/X, impressive data enrichment, and AI-powered workflow automation. They’ve even recently added email sequencing and phone calling (via an integration) into the mix.</p><p>That said, there are a few missing pieces that sales teams might notice - like native lead capture from website forms.</p>
9

Functionality

9/10

<p>HubSpot offers all functionality that most companies will need, besides functionality required by the largest/ most sophisticated companies. For example, HubSpot's reporting functionality and ability to build highly customised workflows aren't on par with Salesforce's.</p>
9

Functionality

9/10

<p>Zoho CRM is among the more fully-featured CRMs on the market. It includes power features such as Custom Objects, Lead Scoring and comprehensive Analytics. In addition, it seamlessly integrates with Zoho's marketing, sales, and support tools like Campaigns (email marketing), SalesIQ (web tracking and live chat), and Zoho Desk (customer support), which will enable you - if purchased - to streamline customer tracking across touchpoints—from website interactions to sales sequences and post-sale support.</p>
8

Functionality

8/10

<p>Close offers most of the functionality that SMB sales team will need. Besides allowing you to manage contacts, leads and your sales pipeline, Close also allows you to create automated sales sequences (email, calls, SMS), and best-in-class call functionality.</p><p>However, it lacks some advanced features such as automated lead scoring, and being able to directly add contacts from LinkedIn.</p>
6

Functionality

6/10

<p>Copper only offers core functionality you need to manage customer relationships, with a standout feature being its seamless integration with Google Workspace and flexible pipelines. You can automate workflows and create website forms to capture leads. However, features like email sequencing and custom reports are only available in the most expensive tier. Natively, you're unable to call customers, directly add contacts from LinkedIn and set up a lead scoring system.</p>
10

Functionality

10/10

<p>Salesforce is one of the most powerful CRMs on the market. Its core functionality will be more than sufficient for most companies, and it also offers advanced capabilities that should satisfy even the most complex enterprises.</p>
Ease of Use
8

Ease of Use

8/10

<p>Attio offers one of the best-in-class user experience for its core functionality. Key workflows such as creating pipelines, adding contacts to Attio via its extension and moving contacts to lists are highly intuitive, and available via keyboard shortcuts.</p><p>However, we found Attio's automation and reporting modules less intuitive and complex, since they're more powerful and flexible than the average CRM.</p>
3

Ease of Use

3/10

<p>HubSpot is so packed with features and customisation options that it will take an average SMB employee at least a week to learn how to navigate the platform. Even if you're only using HubSpot CRM, you'll see irrelevant modules and fields form other products in its suites everywhere, which can get quite confusing. But once you're past the initial learning curve, most key processes can get quite intuitive.</p>
1

Ease of Use

1/10

<p>We find Zoho's interface to be extremely unintuitive and difficult to use. Its UI is overwhelming and cluttered, with unmarked buttons and foreign terms (e.g. "touched records") all over the page. There are 17 tabs (e.g. products, cases, sales order, purchase orders) for a single contact alone, which is likely excessive, even for the largest teams.</p><p>Key workflows such as customizing a pipeline are also unnecessarily complex and unintuitive, requiring you to go to multiple settings page to do so.</p>
7

Ease of Use

7/10

<p>Close is designed for power users, so you need to know what you're doing. Setting up filters to target the right leads can feel overwhelming due to the extensive options, and there are no templates for automation workflows. Once familiar, Close becomes user-friendly with standout features like smart views, which keep targeted lists accessible via one-click. You can easily create workflows, edit deal cards without extra clicks, and get AI summaries of all contact activity, which will all save a lot of time for sales reps.</p>
5

Ease of Use

5/10

<p>Using Copper can be a mixed experience. It's easy to view tasks, past interactions, and add contacts directly from Gmail or Google Calendar. However, some workflows are less intuitive. For instance, enrolling contacts in an email sequence requires some digging, and the workflow automation module feels cluttered. Oddly, email campaign analytics are tucked away in the "settings" page.</p>
1

Ease of Use

1/10

<p>Salesforce has the steepest learning curve and most complex user experience out of all CRM experiences. Built for large sales teams, everything (e.g. editing pipeline stages, adding an opportunity) takes longer to get done. There are foreign terms for technically proficient, power users everywhere, especially in the automations modules. Be prepared to invest weeks to learn the basic operations, and months to master the advanced features.</p>
Look and feel
10

Look and feel

10/10

<p><span style="color: rgb(9, 9, 11);">Attio is one of the most visually appealing CRMs we've come across. We love the clean and blazingly fast UI, and page loads are +20% faster than the majority of other CRMs on the markets. Its pages are also beautifully colour-coded and accompanied by emojis, making it a joy to use.</span></p>
4

Look and feel

4/10

<p>We find HubSpot's interface to be tired and overwhelming compared to the newer CRMs on the market. There is often an overwhelming amount of actions you can take on a single screen, which makes it difficult to locate key information at times.</p>
2

Look and feel

2/10

<p>Zoho CRM is one of the slower CRMs we’ve tested. During testing, the home page view averaged over 9 seconds to completely load.</p><p>In terms of its interface, we found that information tend to be spread out. The top and left navigation is very tightly packed, while the main content body is filled with whitespace. It feels disorganized and inconsistent, not one cohesive app.</p>
6

Look and feel

6/10

<p>We find Close visually acceptable, though the lack of colour-coding and labelling of icons can make it a bit plain at times. Page loads are acceptable (~2 seconds per page).</p>
7

Look and feel

7/10

<p>We find Copper's interface to be visually acceptable. Most views are quite plain and compact, but can be delightful at times (e.g. a "zen" image when you've cleared all your tasks!) It also has fast page load times (1-2 seconds).</p>
4

Look and feel

4/10

<p>Even with the latest Salesforce Lightning, the user interface still feels cluttered and dated compared to newer CRMs out there—it’s definitely not a joy to use.</p>
Customisability
9

Customisability

9/10

<p>Attio is a highly flexible CRM designed to meet the needs of any teams. It allows you to create custom data objects (on top of the standard "people" and "companies"), fully customisable pipelines, automation flows, highly customisable reports, and workspaces for any and all kinds of use cases (e.g. marketing, recruiting, project management).</p>
9

Customisability

9/10

<p>HubSpot offers the highest degree of customisability out of all CRMs besides Salesforce.&nbsp;You can create complex workflows via code, and fully customise fully customize the design of client-facing assets, such as emails and webpages.</p>
8

Customisability

8/10

<p>Zoho is generally quite customisable, you're able to add custom fields, custom data objects and create custom reports. However, there are limitations compared to HubSpot/ Salesforce e.g.<span style="color: rgb(9, 9, 11);"> you are unable to set up pipelines based on custom objects and track custom website events with code. </span></p>
8

Customisability

8/10

<p>Close offers significant customization for fields, workflows, and pipeline stages. You can create custom data objects to track items beyond people and companies, such as partnerships. It also supports extremely granular custom filters to target contacts and leads. However, Close is squarely a CRM for sales teams, and we don't think you can adapt Close to other use cases.</p>
6

Customisability

6/10

<p>Copper tries to offer flexibility in adapting pipelines for both sales and non-sales use cases, such as creating "project" pipelines for managing client projects. However, it lacks the ability to add custom objects, limiting its usefulness for tracking items beyond people and companies, like "candidate" cards for a recruitment pipeline (which is possible in all-in-one CRMs such as Attio). Additionally, non-sales pipelines still include irrelevant sales-related fields, such as win probability and value.</p>
10

Customisability

10/10

<p>With Salesforce's Apex programming language, you can customise almost anything you can think of - from user interface, sales workflows to how Salesforce integrates with other software.</p>
Ease of Setup
8

Ease of Setup

8/10

<p>Attio offers a generous, self-serve free tier —up to 3 users and fully self-serve. Thanks to Attio's familiar spreadsheet-like layout, we found the initial setup to be extremely simple. It took less than 5 minutes to set up, and connecting our email was as simple as a few clicks, with all our contacts syncing automatically.&nbsp;That said, if you want to dive deeper and fully customize the platform, expect to spend 1-2 days exploring Attio’s incredibly flexible automation and reporting tools.</p>
3

Ease of Setup

3/10

<p>HubSpot's free trial is available without having to speak to sales. Basic setup - importing contacts and creating pipelines - takes about 10 minutes. However, its extensive features and complex settings mean full customization can take weeks, especially for advanced settings like custom objects, chatbots, and automation. Many users we've talked to ended up hiring a HubSpot consultant for implementation. HubSpot's pricing structure adds another layer of complexity, with multiple plans and bundles to navigate during upgrades.</p>
2

Ease of Setup

2/10

<p>Zoho offers a free trial without the need to speak to sales. Due to Zoho's complex settings, we struggled with basic setup, taking over 15 minutes to customise a pipeline. Due to its extensive feature set, fully customizing the platform—including custom objects, chatbots, automation, and sequences—can take up to several weeks.</p>
6

Ease of Setup

6/10

<p>Close offers a free trial without need to speak to sales. Completing basic setup is simple, taking around 10 minutes to import contacts and set up pipelines. However, fully setting up the platform and upskilling your reps can take up to a week, given Close's powerful and rich outbound functionality.</p>
7

Ease of Setup

7/10

<p>Copper offers a free trial without need to speak to sales. Completing basic setup is simple, taking around 10 minutes to import contacts andset up pipelines. Fully setting up the platform is also straightforward, (e.g. downloading Copper's Chorme Extension and setting up automation) and can be largely done within 1-2 business days. </p>
1

Ease of Setup

1/10

<p>Salesforce offers a self-serve free trial, but as an enterprise-focused platform, the initial setup is a lot more involved. Even the simplest configurations can take over 20 minutes, with basic tasks, like customizing pipeline stages, requiring more steps compared to other CRMs. Fully customizing and implementing Salesforce can take several months, and many teams end up hiring dedicated consultants or technical experts (at significant expense) to handle setup and data migration.</p>
Customer Support
10

Customer Support

10/10

<p>Attio offers in-app live chat with live, human agents who are very quick to respond (within a few minutes) and always goes above and beyond with personalised screenshots and explanations!</p>
6

Customer Support

6/10

<p><span style="color: rgb(9, 9, 11);">HubSpot's support team responds via live chat/ email in less than 3 minutes, 24/7. </span></p><p><span style="color: rgb(9, 9, 11);">That said, you don't get access to their phone/ video support, unless you pay for Professional/ Enterprise, and now if you're signed up to their discounted startup plan. We also find their support sometimes frustratingly bureaucratic - you can only speak with the assigned rep in your territory.</span></p>
2

Customer Support

2/10

<p><span style="background-color: transparent; color: rgb(0, 0, 0);">Zoho seems to limit all the ways to talk to a human support agent live. </span>We've also found their customer support quite inconsistent, and have been left hanging several times when we attempted to reach out via their website/ email.</p><p>Their Help Centre is also not always helpful, as evidenced by many articles receiving more dislikes than likes, and Zoho users venting their frustration in the comment section of these articles.</p>
7

Customer Support

7/10

<p>You can only contact Close's support team via email, however the team is often helpful and replies within 15 minutes. Close also offers a lot of helpful onboarding guidance and high quality self-help resources.</p>
8

Customer Support

8/10

<p>Copper provides in-app live chat with friendly, responsive human agents during US business hours, usually replying within minutes. They go above and beyond to assist and guide you through the product. The self-serve support is decent, but we noticed some broken links, likely due to rapid product updates.</p>
4

Customer Support

4/10

<p>Salesforce offers personalized Q&amp;A through live chat, but it’s only available during business hours and often feels sales-y. We wish the coverage was greater and they held off on the upsell!</p>
Integratability
4

Integratability

4/10

<p>Attio has a few pre-built integrations with a handful of the most common software tools (e.g. Gmail, Outlook, Slack, Mailchimp). But, in the main, Attio pushes you to build your own integrations using Zapier, Make or its API. ‍</p>
10

Integratability

10/10

<p>HubSpot offers native integrations with the overwhelming majority of 3rd part products a company will want to connect their CRM with, plus an ever-growing marketplace of more than 350 free and paid-for apps.&nbsp;&nbsp;The chances are that if you need a particularly integration and HubSpot don't have it, it will unlikely be provided by a competitive product.</p>
9

Integratability

9/10

<p>Zoho CRM offers over 900 pre-built integrations and extensions which covers most commonly used software, and an API for custom integrations.</p>
5

Integratability

5/10

<p>Close's library of pre-built integrations lacks a few key integrations. For example, Close has no pre-built integrations with Zendesk and Intercom for Customer Support, or Mailchimp for Email Marketing.</p>
6

Integratability

6/10

<p>Copper offers pre-built integrations with most relevant 3rd party products (though a smaller set compared to competitors) and an API that allows buyer to build own integrations where necessary. However, note that integrations are limited to more expensive Professional and Business plans.</p>
10

Integratability

10/10

<p>Salesforce has the most extensive integration ecosystem of any CRM. It offers pre-built integrations with nearly all the key third-party tools and provides a robust API for building custom integrations.</p>
Ease of Migration
8

Ease of Migration

8/10

<p>Attio allows users to export key data data via self-serve. Export of most other data are also available via API or on request.</p>
8

Ease of Migration

8/10

<p>HubSpot allows users to export key data data via self-serve. Export of most other data are also available via API or on request.</p>
8

Ease of Migration

8/10

<p>Zoho allows users to export key data via self-serve. Exports of most other data are also available via API or on request.</p>
8

Ease of Migration

8/10

<p>Close allows users to export key data via self-serve. Export of most other data is also available via API or on request.</p>
8

Ease of Migration

8/10

<p><span style="color: rgb(9, 9, 11);">Close allows users to export key data via self-serve. Export of most other data are also available via API or on request.</span></p>
10

Ease of Migration

10/10

<p>Salesforce allows users to export most data via self-serve or via an API. Exports of key data to relevant 3rd party vendors are also available via pre-built integrations.</p>

HubSpot Sales Hub: Attio alternative for running sophisticated marketing campaigns

HubSpot Sales Hub product logo
HubSpot Sales Hub

Stackfix Rating:

5.8 / 10

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Starting at

$0

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Updated onApr 28, 2025
HubSpot Sales Hub outperforms Attio for sophisticated marketing campaigns through three key advantages. First, its best-in-class marketing automation enables multi-channel campaigns with features like A/B testing of email sequences, website visitor tracking, and social media management. Second, HubSpot’s advanced segmentation capabilities allow marketers to group users based on website interactions, email engagement, and custom events—functionality Attio only offers through third-party integrations. Finally, HubSpot’s workflow automation offers sophisticated features like custom code triggers and split testing that enable highly personalized marketing sequences.

Want to know more? See a detailed comparison of Attio vs. HubSpot Sales Hub.

Pros

  • Integrated CRM suite for sales, marketing & support

  • Powerful customization

  • Robust Workflow Automation

  • Best-in-class marketing automation capabilities

  • Superior lead management functionality

  • Extensive integration capabilities

Cons

  • Complex Pricing with Steep Increases

  • Cluttered and Dated Interface

  • Difficult to Learn and Navigate

  • Bureaucratic Support System

Compare all CRMsRead the full review

Zoho CRM: Attio alternative for managing leads with complex scoring requirements

Zoho CRM product logo
Zoho CRM

Stackfix Rating:

4.4 / 10

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Starting at

$0

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Updated onApr 28, 2025
Zoho CRM manages leads with complex requirements through three key capabilities that Attio lacks. First, Zoho CRM offers dedicated lead evaluation functionality allowing users to assign weighted assessments based on lead characteristics and behaviors, while Attio only provides basic calculations on numeric values. Second, Zoho’s lead management interface includes purpose-built features for prioritizing and segmenting leads, compared to Attio's more generic pipeline approach. Finally, Zoho CRM enables sophisticated automation of the lead evaluation process through its scoring rules module, whereas Attio’s automation capabilities are more limited when it comes to lead qualification workflows.

Want to know more? See a detailed comparison of Attio vs. Zoho CRM.

Pros

  • Robust integrated marketing functionality

  • Integrated Sales, Marketing and Support Suite

  • Typically Half the Cost of Comparable CRMs

  • Extensive Integration Capabilities

  • Comprehensive Reporting & Analytics

  • Rich Feature Set

  • High Customizability

Cons

  • Poor Customer Support (Unless You Pay More)

  • Limited Email Sequencing

  • Unintuitive Lead Management

  • Extremely Poor Ease of Use

  • Poor User Interface and Performance

  • Complex Automation Setup

  • Less Customisable Versus Competitors

Compare all CRMsRead the full review

Close: Attio alternative for high-volume outbound sales calls

Close product logo
Close

Stackfix Rating:

6.9 / 10

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Starting at

$19

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Updated onApr 28, 2025
Close offers a powerful solution for high-volume outbound sales calling through three key capabilities. Its advanced power dialer automatically moves through contact lists, and the predictive dialer simultaneously dials multiple numbers to maximize talk time. The platform’s call coaching feature enables managers to silently monitor calls or provide real-time guidance to representatives. Additionally, Close’s AI-powered call transcription automatically captures and summarizes conversations, eliminating manual note-taking and boosting productivity.

Want to know more? See a detailed comparison of Attio vs. Close.

Pros

  • Quick to get started

  • Best-in-class calling functionality

  • Powerful automated sales sequences

  • Advanced lead management and filtering

  • Highly customizable system

  • Strong data export capabilities

Cons

  • Weak Marketing Capabilities

  • Limited Workflow Automation

  • Poor Integration Ecosystem

  • No Lead Scoring

  • Limited Email Analytics

Compare all CRMsRead the full review

Copper: Attio alternative for deep Google Workspace integration

Copper product logo
Copper

Stackfix Rating:

6.3 / 10

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Starting at

$12

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Updated onApr 28, 2025

Copper’s Google Workspace integration makes it a good choice for teams deeply invested in Google’s ecosystem. Unlike Attio’s basic Gmail and Calendar sync, Copper’s Chrome extension enables users to view tasks, past interactions, and add contacts directly within Gmail and Google Calendar without switching contexts. Additionally, Copper natively supports Google Meet scheduling and management, a feature Attio lacks. While both CRMs offer pipeline management and automation capabilities, Copper’s purpose-built Google Workspace features create a more seamless workflow for Google-centric teams.

Want to know more? See a detailed comparison of Attio vs. Copper.

Pros

  • Useful project pipeline functionality

  • Exceptional Google Workspace Integration

  • Strong Customer Support

  • Robust Data Export Capabilities

Cons

  • Email sequencing & custom reports gated behind most expensive tier

  • Only works with Gmail

  • Poor Marketing Functionality

  • Weak Reporting Capabilities

  • Unintuitive Workflow Automation

  • Below Average Ease of Use

  • Limited Customization Options

Compare all CRMsRead the full review

Salesforce Sales Cloud: Attio alternative for managing large sales teams

Salesforce Sales Cloud product logo
Salesforce Sales Cloud

Stackfix Rating:

5.3 / 10

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Starting at

$25

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Updated onApr 28, 2025

Salesforce Sales Cloud manages large sales teams with territory-based assignments through three key capabilities. First, its robust territory management system allows sales leaders to create and define territories using multiple criteria such as geography, industry, and customer demographics. Second, automated lead routing instantly assigns leads to the right territory representative based on customizable rules. Third, territory-specific reporting and analytics provide granular insights into each territory’s performance metrics, including revenue generated and deals closed. While Attio offers basic lead assignment capabilities, it lacks the comprehensive territory management depth organizations need for structured territory-based sales operations.

Want to know more? See a detailed comparison of Attio vs. Salesforce Sales Cloud.

Pros

  • Best-in-class workflow automation

  • Superior reporting and analytics

  • Powerful lead management system

  • Extensive customization capabilities

  • Comprehensive integration ecosystem

Cons

  • High Costs and Expensive Add-Ons

  • Poor Email Sequence Implementation

  • Steepest Learning Curve

  • Dated and Cluttered Interface

  • Cumbersome Pipeline Management

Compare all CRMsRead the full review

How we test products

With so many CRM platforms on the market, we focus on identifying the best options for small and midsize businesses. Our evaluation process is built around real-world usage, prioritizing functionality, ease of use, and overall value. Here’s how we do it:

Functionality

A CRM should help businesses manage relationships, not complicate them. We start by identifying key use cases—contact management, pipeline tracking, automation, and reporting—then test how well each platform supports these needs. CRMs that offer essential features without unnecessary complexity score highest.

User Experience & Onboarding

A CRM should be intuitive enough for teams to adopt quickly. We test each platform’s interface by navigating core features without prior training and track onboarding time—from account setup to first data import. CRMs that require extensive customization or technical knowledge to function properly lose points.

Automation & AI Capabilities

Automation is key to scaling sales and customer management. We evaluate each CRM’s automation features, such as lead scoring, email sequencing, and workflow automation. We also assess AI-driven insights to determine whether they provide meaningful improvements or just add complexity.

Integrations & Compatibility

A CRM rarely works in isolation—it needs to sync with email, marketing tools, and Sales Engagement platforms. We test how well each CRM integrates with essential business tools, prioritizing native integrations over third-party connectors.

Pricing & Value

We compare pricing across competitors, analyzing what each plan includes and whether critical features are locked behind paywalls. Hidden costs—such as per-user fees, premium automation features, or required onboarding services—are factored into our assessment. CRMs that offer strong core functionality at a fair price perform best.

Stackfix’s Fit Score

All of these factors contribute to Stackfix’s Fit Score, a proprietary ranking system that measures how well each CRM aligns with a buyer’s needs. It combines two key elements:

  • Requirements Met – How many buyer requirements the CRM fulfills
  • Stackfix Rating – Our expert assessment of the software’s overall quality, usability, and value

The result? A clear, data-driven recommendation that helps businesses choose the right CRM—without hours of trial and error.

FAQs

What is a CRM?

Put simply, a CRM (Customer Relationship Management) is a platform that helps you manage and analyze your interactions with customers, both potential and current. It’s essentially a centralized place to store customer data, and help you forge and build stronger relationships with these customers. The key features of a CRM usually include:

  • Contact Management: Helping you store customer information, including their name, contact information, key information like whether they’ve bought from you in the past, and any communication history.
  • Sales Pipeline Tracking: This helps you track potential deals from the initial contact up until closing, which helps your sales team stay on top of opportunities and forecast revenue.
  • Analytics and reporting: Most CRMs also generate reports and insights based on your aggregated consumer behaviour, sales performance, and trends across the business.

What should I consider when buying a CRM?

Choosing the right CRM can make or break your sales and customer management process—so it’s essential to find one that fits your business needs, tech stack, and budget. Here are the key factors to consider before making your decision.

  1. Your requirements. It's important to first define what you need the CRM to accomplish. Consider your current sales needs and growth plans – a smaller startup focused on personal relationships may need different features than a larger startup managing thousands of leads at once.
  2. Ease of use. Look for an interface that your team will actually like and use. A cluttered or overly complex interface can overwhelm less experienced teams - meaning all those fancy features go to waste. That’s why Stackfix gives every CRM an ‘Ease of Use’ rating - so you can quickly see which ones are intuitive and user-friendly. Click into each product above to find the right fit for your team.
  3. Technical infrastructure. Take stock of your current tech stack. Do you need seamless integrations with your existing tools (e.g. Email, Scheduling and Customer Support software)? If you’re migrating from another CRM, can this new one handle your data volume and user count without breaking a sweat?
  4. Cost. When choosing a CRM, look beyond the headline price-per-user. Factor in setup costs, workflow limits, and how pricing scales as your team grows. The last thing you want is to lock into a “cheap” CRM that gets expensive fast when you actually start using it.
  5. Customer support. This is one of those things you don’t think about—until you really need it. If something goes wrong during setup or day-to-day use, will the vendor be there to help? Look at response times, availability (24/7 or just business hours?), and self-serve resources like help centers or community forums. To make this easier, Stackfix rates every CRM on customer support. Click into each product above to see how they stack up.

What are the common mistakes to avoid when buying CRM software?

Avoiding common pitfalls when choosing a CRM can save you time, money, and headaches down the line. Here are some of the biggest mistakes startups make—and how to avoid them.

  1. Buying based on features instead of quality. Many businesses buy comprehensive CRMs (often the big players like HubSpot and Salesforce), without considering whether all the features are crucial functionalities that they really need. Don’t be wowed by extensive features lists, if these features don’t align with your actual business processes.
  2. Not planning data migration. Many startups fall into the trap of buying a CRM without thinking about how they’ll move all customer data in the new system – keep in mind that this includes cleaning up old data, and ensuring all new fields are mapped correctly.
  3. Failing to think about scaling. Startups frequently select a CRM that fits their current needs, without thinking about their growth trajectories. Make sure to ask yourself: where do you want to be in 5 years? Does the CRM offer advanced features which you might need later, or will you have to make another switch? Consider the vendor’s frequency of updates, and ensure the CRM will continue to serve your needs as you grow.
  4. Not checking the adequacy of integrations. Integrations are particularly important for apps like email – make sure you verify that integrations are sufficient for your needs (e.g., if a CRM integrates with emails, does it sync custom fields for you? Make sure to test each integration before committing.)

How much does CRM Software typically cost?

Most CRM solutions range from $12-300 per user monthly, with entry-level options starting around $12-30 and premium solutions exceeding $150 monthly. Most vendors structure pricing in tiers based on features and scale, so be sure to enter your requirements as accurately as possible in our pricing calculator.

Many providers offer free plans with core functionality for very small teams but restrict users (typically 2-5), contacts, or available features. HubSpot, Zoho, and Freshsales all provide capable free tiers for businesses just getting started.

For enterprise plans and above, you can expect to speak to sales for a bespoke price. These custom quotes typically factor in implementation costs ($1,000-$60,000+), data migration, and specialized training. To skip the demo calls, be sure to check out our pricing calculator.

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