Why Attio Is Taking Off: “Zen” CRM Design, Adoption Mistakes, and AI Reality | Craftt & Sideways CRM

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Most CRMs have added new features—but for most companies, the day-to-day reality hasn’t changed much. In this episode, I’m joined by Will Sawney, founder of Sideways CRM and an Attio Expert, to break down what’s actually changing in the CRM market—and what’s staying the same.

We talk about why Attio is getting so much attention, the gap between “builders hype” vs real commercial adoption, and why the future of CRM will be a balance between AI-powered chaos and structured, trustworthy data that leaders can rely on.

Will also shares the most common mistake teams make when implementing a CRM (even when the new tool is better), and practical advice for anyone starting from scratch: focus on the pipeline first, then build everything else around it.

Topics in this episode

Why the CRM market feels “new” but many companies still work the old way
What’s behind Attio’s growth: investment, builders, and real buyer reasons
Why “good design” can be a killer CRM feature (less stress, more clarity)
AI in CRM: what reps want vs what leadership needs
Data integrity still matters (even more) in an AI-first world
The #1 CRM implementation mistake: adoption fails when people aren’t involved
How to start a CRM setup the right way: pipeline first, then expand

Timestamps

0:00 Intro
0:20 Has the CRM market really changed?
1:37 Why Will became an Attio-focused CRM consultant
3:27 What’s next for CRMs (AI, adoption, structured reporting)
6:03 Why Attio is getting so much hype
9:58 AI & CRM: reps vs C-suite needs
14:14 Will agents fill in everything automatically?
15:49 The most common CRM setup mistake (and how to avoid it)
17:59 Advice for anyone setting up (or avoiding) a CRM
20:19 Final words

Will's social media links:

LinkedIn:   / willsawney  
Website: https://sidewayscrm.com/

George's social media links:

LinkedIn:   / emaramigin  
Website: https://www.craftt.io/