NOVLINI

What NOVLINI does

Novlini is a Paris-based consulting firm (Novlini SAS, registered at 14 av. Victoria, 75001 Paris) that specializes in Attio CRM implementation, migration, and modular Go-To-Market (GTM) system design for B2B startups, scale-ups, and investment firms worldwide. The company operates as the 1st and Elite-tier Attio Expert Partner globally and has delivered 60+ Attio implementations alongside complex migrations from legacy platforms including Salesforce, HubSpot, Pipedrive, Affinity, Zoho, Airtable, Notion, and spreadsheet-based systems. Customer-facing case studies span SaaS, health-tech, web3, legal-tech, AI governance, marketing technology, fashion, e-mobility, investment management, and French public sector clients (Jellysmack, NEAR, Tandem Health, Plume Network, Vocca, Stride.VC, and others).

The firm does not develop proprietary software; instead, it assembles best-in-class third-party tools into modular GTM architectures with Attio as the central CRM hub. The integrated stack includes Clay (B2B data enrichment and scoring), Lemlist (multichannel outbound), Customer.io (lifecycle automation), Apollo (prospecting), Segment (Customer Data Platform for behavioral data routing), Spiich (AI sales assistant), Claude by Anthropic (AI reasoning via MCP), Allo (phone intelligence), Oneflow (AI CLM), Groovin (LinkedIn-to-CRM sync), Framer (landing pages), and n8n/Zapier/Make (workflow automation). Delivery follows a structured 6-phase process — Discovery, Audit & Mapping, Roadmap, Build, Enablement, Ongoing Partnership — and is sold in three tiers: Launch (Attio implementation and data migration), Scale (advanced automations and tool integrations), and Grow (long-term partnership and continuous support).

The business operates on a professional services revenue model combining project-based consulting engagements (Launch and Scale, SOW-based) with recurring monthly retainers (Grow). Pricing is custom and not publicly disclosed. The firm is founder-led by Giacomo Caranese with Ruben Zana as CRO, supported by a lean team of approximately 15 GTM engineers, CRM architects, and automation specialists. Customer acquisition is driven by inbound content marketing (Substack newsletter, evergreen guides, blog), partner referrals from Attio's official expert directory, organic social presence (LinkedIn, X, YouTube, Reddit, Instagram), and a free 30-minute discovery call funnel (cal.com) followed by custom SOW delivery. The company is privately held with no disclosed external funding, operates remotely, and is GDPR compliant.

Name

NOVLINI

Legal name

Novlini SAS

Website

https://novlini.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Novlini is a Paris-based Attio Elite Expert Partner that designs, implements, and migrates CRM and modular Go-To-Market systems for B2B startups, scale-ups, and investment firms worldwide, having delivered 60+ Attio implementations.

Ownership category

akta.pro rank

Product category

CRM Implementation and Go-To-Market System Consulting

NAICS

Custom Computer Programming Services (541511), Computer Systems Design Services (541512), Computer Systems Design and Related Services (5415)

SIC

Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

CRM Implementation & Customization Services (BPAEAGAC)

akta.pro secondary industries

CRM Managed Services & Support (BPAEAGAD), Sales Force Automation (SFA) CRM (HDAEAFAA)

Keywords

• CRM implementation services
• Go-to-market strategy
• Sales automation consulting
• Revenue operations consulting
• CRM migration services

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. CRM Implementation & GTM System Design: Project-based consulting engagements covering CRM migration, Attio implementation, workflow configuration, and GTM stack integration. Clients include startups, scale-ups, and investment firms migrating from legacy CRM platforms. Engagement typically follows a structured 6-phase process: Discovery, Audit & Mapping, Roadmap, Build, Enablement, and Ongoing Partnership.
2. Retainer Services: Recurring monthly engagements (Retainer Services) providing ongoing CRM optimization, new integrations, dedicated Slack channel support, quarterly strategy sessions, troubleshooting, and expert guidance. Retainer fees are invoiced in advance at the beginning of each billing period. Unused hours do not roll over unless expressly agreed.
3. Training & Enablement: Team training, playbook delivery, and documentation services as part of implementation engagements, ensuring real adoption across departments and operational autonomy post-implementation.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels11 records

Core offering

Novlini is a consulting and implementation services firm that designs, configures, and operates Attio-based CRM and Go-To-Market (GTM) systems for B2B startups, scale-ups, and investment funds. Services cover legacy CRM migration (Salesforce, HubSpot, Pipedrive, Affinity, Zoho, Airtable, Notion to Attio), custom data model design, workflow automation, outbound and inbound pipeline construction, multi-tool GTM stack integration (Attio + Clay + Lemlist + Customer.io + Segment + n8n + Cargo + Spiich + Claude), team enablement, training, and ongoing retainer-based optimization. Engagements follow a six-phase process (Discovery, Audit & Mapping, Roadmap, Build, Enablement, Ongoing Partnership) and are delivered remotely worldwide by a lean Paris-based team.

Product overview

Novlini is an Attio Elite Expert Partner offering consulting and implementation services for CRM and Go-To-Market systems. Their core offering centers on Attio CRM implementation and migration services (Launch tier for initial setup, Scale tier for advanced automation, Grow tier for long-term partnership), supplemented by specialized GTM stack integrations. Key integrated systems include the Clay-Attio-Lemlist Outbound Engine (bidirectional sync via N8N), Inbound Pipeline System using Attio with form/webhook triggers, Customer Data Platform Setup via Segment, and AI-powered integrations including Claude MCP for workspace analysis, Spiich AI sales assistant, Allo phone automation, and Cargo GTM automation. They implement Customer.io for lifecycle messaging and Apollo.io for prospecting, with additional integrations to tools like Oneflow (contracts), Typeform (inbound), Calendly (meetings), and Fathom (call summaries). Novlini also provides custom API migrations using Attio's Public API and Python scripting for technical data migration needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Attio CRM Implementation End-to-end design, configuration, and deployment of Attio CRM from scratch for B2B startups, scale-ups, and investment firms. Includes custom data models, pipeline configuration, lifecycle stages, automation rules, and team enablement. Delivered via a six-phase consulting process (Discovery, Audit & Mapping, Roadmap, Build, Enablement, Ongoing Partnership).
• CRM Migration Services Migration of B2B companies from legacy CRM platforms (Salesforce, HubSpot, Pipedrive, Affinity, Zoho, Airtable, Notion, and spreadsheets) to Attio. Includes data audit, cleaning, normalization, validation, custom Python API migration scripts for time-stamped tasks, notes, and custom objects, and preservation of metadata relationships.
• GTM Systems Design Full revenue engine architecture and implementation service covering outbound engines, inbound pipelines, and revenue workflows integrated with Attio as the central CRM hub. Assembles best-of-breed tools (Clay, Lemlist, Customer.io, Segment, n8n, Cargo, Oneflow, Spiich, Claude, Allo, Groovin) into modular GTM stacks tailored to each client's revenue motion.
• Retainer Services (Ongoing CRM Optimization) Recurring monthly retainer engagements providing ongoing CRM optimization, new integrations, dedicated Slack channel support, quarterly strategy and roadmap sessions, fast troubleshooting, expert guidance, and optional team training as needs evolve. Retainer fees are invoiced in advance at the start of each billing period; unused hours do not roll over unless expressly agreed.
• Clay-Attio-Lemlist Outbound Engine Integrated outbound engine implementation combining Clay for TAM mapping and lead scoring, Attio as the command center with bidirectional Lemlist sync via N8N, and Lemlist for multichannel sequences (email, LinkedIn, calls) with deliverability infrastructure. Produces CRM-native visibility into outbound activity via the 'Campaign Dropdown Pattern'.
• Inbound Pipeline System CRM and pipeline configuration service for SEO-driven inbound growth, built on Attio. Includes form parsing (Typeform, Tally), webhook triggers, email parsing rules, UTM/source tracking, and automated lead routing, achieving automated routing of 95% of inbound leads in client engagements.
• Customer Data Platform Setup (Segment) Implementation of Segment as the customer data platform for product, website, and behavioral data routing into Attio CRM. Includes event tracking architecture design, source and destination configuration, and Segment Protocols-based data governance.
• Custom API Data Migration Technical data migration service using Attio's Public API and custom Python scripts to import legacy data into Attio at scale, preserving metadata, time-stamped tasks, structured notes, and object relationships (e.g., records linked to contacts and companies).
• Customer.io Implementation Customer engagement platform implementation on Customer.io, covering multi-step automated campaigns, audience segmentation, data and Attio integrations, email and SMS template design, and onboarding flows.
• Apollo.io Implementation Implementation of the Apollo.io AI sales platform for B2B prospecting (275M+ contact database), ICP and list building, sequence configuration, CRM integration, and team/workspace setup.
• Claude MCP for GTM (Anthropic Claude) Implementation of Claude by Anthropic via the Model Context Protocol (MCP) to enable live Attio workspace analysis, deal diagnostics, ICP generation, content drafting, and automation logic design. Connects AI reasoning to Attio, Notion, Google Drive, Slack, and Gmail.
• Spiich + Attio AI Sales Assistant Integration Implementation of the Spiich AI sales assistant, an agent-first tool that integrates natively with Attio for voice/text CRM updates, autonomous lead discovery, meeting briefs auto-generated from Attio data, and follow-up email drafting.
• Cargo GTM Automation Implementation Implementation of the Cargo GTM automation and revenue workflow orchestration platform. Includes ICP modeling, account scoring, lookalike list generation, lead routing, and continuous CRM enrichment. Pairs with Attio (CRM layer) and Clay (enrichment) for clients with complex routing or API-driven GTM needs.
• Groovin + Attio LinkedIn-CRM Integration Configuration of the Groovin Chrome extension creating a real-time bridge between LinkedIn and Attio CRM. Includes keyword-triggered automations, message data captured as structured Attio fields, and job-change detection triggering Attio automations. High-value for VC and PE firms doing deal sourcing via LinkedIn.
• Allo + Attio Phone Automation Implementation of the Allo-Attio phone intelligence integration. Provides a dedicated business phone number with AI-powered call recording, transcription, and summaries synced into Attio CRM in real time. Automates follow-up task creation and LinkedIn sequence triggers based on call activity.

Quantifiable outcome

• 95% of inbound leads now enter Attio automatically (Addmaple case)
• +7 more outcomes

Named customers26 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration33 records

AI capability10 records

Feature7 records

Partnerships

14 partnerships are on record, tiered core and secondary.

• AttiocoreTechnology or IntegrationNovlini is the 1st and Elite-tier Attio Expert Partner worldwide. The partnership is the core of Novlini's business model — the company specializes exclusively in Attio CRM implementation, migration, and GTM system architecture. Novlini has delivered 60+ Attio implementations and is recognized as one of the most experienced Attio consulting teams globally. Novlini receives referrals through Attio's expert directory.
• ClaycoreTechnology or IntegrationClay is the primary B2B data enrichment and lead scoring platform used in Novlini's GTM stack implementations. Novlini is a certified Clay partner and builds intelligent scoring models combining firmographics, contact seniority, and intent signals to route prospects into Attio and Lemlist sequences. Clay integration is central to outbound engine builds.
• LemlistcoreTechnology or IntegrationNovlini is a Lemlist Certified Expert and uses Lemlist as the execution layer for outbound sequences in its GTM stack implementations. The company builds bidirectional Attio-Lemlist integrations via N8N, enabling real-time sync of email/LinkedIn events back to Attio CRM. Lemlist handles multichannel sequences (email + LinkedIn) with deliverability infrastructure (Lemwarm).
• Customer.iocoreTechnology or IntegrationNovlini is a Customer.io Expert Partner. The partnership involves implementing Customer.io for lifecycle messaging and marketing automation as part of the GTM stack. Services include journeys & automation setup, audience segmentation, data & integrations, and email & SMS template design.
• ApollosecondaryTechnology or IntegrationNovlini is an Apollo Expert Partner, implementing Apollo.io for prospecting, contact data enrichment, and outbound sequence setup. Services include ICP & list building, sequence configuration, CRM integration, and team/workspace setup.
• CargosecondaryTechnology or IntegrationCargo is a GTM automation and revenue operations platform used by Novlini for clients requiring advanced ICP modeling, account scoring, lookalike list generation, lead routing, and CRM enrichment. Novlini pairs Cargo with Attio (CRM layer) and Clay (enrichment) for clients with complex routing or API-driven GTM needs.
• Claude by AnthropicsecondaryTechnology or IntegrationNovlini uses Claude via the Model Context Protocol (MCP) to connect AI directly to live Attio, Notion, Google Drive, Slack, and Gmail data. Uses include live CRM diagnostics, deal analysis, ICP generation, content drafting, and automation logic design. Novlini is recognized as a Claude partner on the Attio partner ecosystem.
• SpiichsecondaryTechnology or IntegrationSpiich is an agent-first AI sales assistant that integrates natively with Attio. Novlini is a Spiich partner and uses the platform internally. Novlini helps clients integrate Spiich with their Attio workspace, configure automation triggers, and train teams. Spiich handles CRM updates, meeting preparation, follow-up drafting, and lead prospecting via voice or text.
• SegmentcoreTechnology or IntegrationSegment is implemented as the Customer Data Platform layer in Novlini's GTM stacks, routing product, website, and behavioral data to Attio and other downstream tools. Novlini designs event tracking architecture, source and destination configuration, and uses Segment Protocols for data governance. Particularly valuable for B2B companies with product layers.
• GroovinsecondaryTechnology or IntegrationGroovin is a Chrome extension creating a real-time bridge between LinkedIn and Attio CRM. Novlini configures Groovin + Attio workflows including keyword-triggered automations, job change triggers, and structured message data fields. High-value for VC and PE firms where deal sourcing happens via LinkedIn conversations.
• OneflowsecondaryTechnology or IntegrationOneflow is an AI-powered Contract Lifecycle Management tool integrated into Novlini's GTM stacks. Used in Tandem Health case for one-click pre-populated contract generation directly from Attio deal records, automating the end-to-end sales cycle.
• AllosecondaryTechnology or IntegrationAllo provides a dedicated business phone number with AI-powered call recording, transcription, and summarization that syncs in real time to Attio CRM. Novlini implements the Allo-Attio integration to automate phone-based sales processes, eliminating manual call logging and enabling AI-triggered follow-up workflows.
• n8ncoreTechnology or Integrationn8n is the automation engine used by Novlini to build bidirectional bridges between Attio and outbound tools (Lemlist, Clay, etc.). Used for workflow orchestration, real-time event syncing, and custom automation logic across the GTM stack.
• FramersecondaryTechnology or IntegrationFramer is used as the landing page builder within Novlini's GTM stack implementations, particularly for demand generation and campaign landing pages.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SmartBug Media: HubSpot Elite Solutions Partner and full-service inbound marketing/RevOps agency. Closest structural peer to Novlini in being a top-tier CRM vendor partner delivering implementation, migration, and ongoing revenue operations services to B2B companies.
• Kalungi: HubSpot Solutions Partner providing RevOps, CRM implementation, and GTM consulting to B2B SaaS companies. Directly comparable in focusing on scaling startups/scale-ups with stack modernization and HubSpot-to-modern-CRM migrations.
• Directive Consulting: B2B SaaS marketing agency focused on enterprise SEO, paid media, and RevOps. Comparable to Novlini in serving mid-market B2B companies with full-funnel revenue execution and modern tooling expertise.
• RevPartners: HubSpot Elite Solutions Partner specializing in CRM migrations, RevOps, and revenue architecture for scaling B2B organizations. Very close analog in delivery model, client profile, and modern CRM specialization.
• Envy: Top-ranked HubSpot Elite Partner delivering CRM implementation, marketing automation, and integration services to mid-market B2B. Direct peer in the partner-led implementation services category.
• Cultivize: B2B marketing agency and HubSpot partner focused on growth, demand generation, and RevOps for SaaS companies. Comparable in serving venture-backed B2B scale-ups with modern GTM stack design.

Broad incumbents

• Slalom: Large global consulting firm with deep CRM/modern platform practice. Overlaps with Novlini on enterprise CRM and GTM transformations but operates as a much broader portfolio across many vendors and industries.
• Accenture: Global systems integrator with extensive CRM implementation practices across Salesforce, HubSpot, and others. Represents the scaled, multi-vendor incumbent that competes for the same enterprise CRM migration budgets.
• Attio: The CRM platform vendor for which Novlini is the #1 Expert Partner. Comparable as the broader Category incumbent whose partner program is the primary demand source for Novlini; also a potential competitor if Attio expands direct implementation services.
• HubSpot: Largest CRM/ marketing platform with a deep Solutions Partner ecosystem. Many Novlini clients migrate away from HubSpot, but the company competes for the same budget pool and represents the broader incumbent stack Novlini displaces.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/novlini1
• YouTubeyoutube.com/@novliniparis
• LinkedInlinkedin.com/company/novlini
• Instagraminstagram.com/novlini.paris

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NOVLINI