From no CRM to an enterprise pipeline leadership can forecast, live in four weeks.
Synix designed Puntt AI's sales motion, built their revenue system in Attio, Slack and Claude, and then gave their leadership the leading indicators they needed to plan the next quarter.
Client & project.
Puntt AI automates creative and marketing review for some of the largest consumer brands in the world: global CPG, consumer health, beverage and cosmetics companies where every campaign passes through marketing, brand, regulatory and legal before it goes live.
Selling into those organisations means long cycles, several stakeholders per deal and a proof of concept run by Puntt's own engineers. Like most early-stage teams, Puntt had put its energy into product and first customers. Deals sat in their previous CRM with no agreed stages, no shared view of what 'qualified' meant, and no way for leadership to see whether this quarter's work was building next quarter's pipeline.
We started with how Puntt sells, not with the CRM.
Define who to sell to
Two ICP tiers, from $1B+ multi-market consumer brands to regulated consumer businesses, with clear rules for what sits outside the ICP.
Set the qualification bar
Exit criteria for every stage: a must-solve pain, a named decision maker, the team buried in reviews, and a trigger creating urgency now.
Map the full journey
Target account to deal, deal to engineer-led scoping, signature to onboarding and renewal, with a clean handoff at every step.
Build, then keep improving
Only then did we build in Attio. As Puntt's needs changed, the system changed with them: events, rep activity tracking and leadership reporting followed.
One connected workspace, from first target account to renewal.
Four connected stages of the customer journey in Attio. Each one hands over to the next automatically, so nothing is re-keyed and nothing gets dropped between sales, engineering and customer success.
Sales
Named accounts move from Identified to Qualified, prioritised by ICP tier and buying signals. A deal is created the moment an account qualifies.
Deals
Qualified Lead, Pain Identified, Demo Done and Scoping, with weighted value recalculated on every stage change and reasons captured on every exit.
FDE Scoping
Scoping, bootcamp, business case, procurement and signature. The engineer receives an AI-written brief of the sales history on day one.
Customer Success
Kickoff through to live, with account health tracked. Renewal deals open automatically 60 days before the contract date.
Workflows that keep deals moving
Deals are marked warm or cold every day based on real contact with the buyer, on a tighter clock late in the cycle. Deals parked as No Decision resurface in the week they're due for a follow-up. Moving a deal out without an exit reason sends it back with a task.
Clean data from day one
Deal history cleaned, de-duplicated and moved across from the previous CRM. Over 800 target accounts and 1,400 contacts loaded, plus a dedicated Events list so leads met at trade events are captured and followed up properly.
AI that does the admin, so reps can sell.
Built on Attio's AI agents and Claude. It researches, summarises and flags in the background. Anything that changes a deal record is approved by a person first.
ICP scoring on every new account
An agent researches each new company and classifies it Tier 1, Tier 2 or out of ICP.
Daily briefings in Slack
An 8am executive brief on the top deals for the founder, and a pipeline digest for the sales team flagging what needs action today.
Engineer handoff briefs
When a deal reaches scoping, the sales history is summarised into what was agreed, who matters and what's still unknown.
Seven on-demand assistants
Pre-meeting briefs, follow-up drafts, missing-stakeholder checks, stalled-deal diagnosis and a post-call audit of deal fields against the transcript.
Rep activity tracking
Emails, LinkedIn messages, connection requests and sales calls counted per rep, ready for weekly one-to-ones.
Pipeline snapshots for finance
Point-in-time views of deal count, value and weighted forecast by rep, for leadership and board reporting.
From lagging numbers to leading indicators.
When Puntt brought in a fractional CRO, his question was simple: is the work we're doing today setting us up for next quarter? That needed leading indicators, not a list of closed deals.
The usual answer is a separate BI tool. We built all six reports inside Attio instead, using formula fields, so the numbers sit where the team already works and update as deals move. We also agreed with leadership exactly how each metric is defined, so everyone reads the same number the same way.
Before and after.
Before
- Deals tracked informally, with no agreed stages
- ICP fit judged case by case
- Stalled deals noticed late, if at all
- Sales-to-engineering handoffs done from memory
- Reporting assembled by hand, looking backwards
After
- A pipeline built around how Puntt actually sells, with exit criteria at each stage
- Every account scored against the ICP automatically
- Cold deals flagged daily, with a task for the owner
- Engineers start each POC with a written brief
- Six leading indicators live in Attio for leadership
"Jack set up our Attio from scratch, working with us to build it around our processes. The pipeline and automations fit how our team works giving us visibility across a deals lifecycle. He's also been easy to work with as our needs changed, adding things as we grow. I'd recommend him to any startup getting going with Attio."
Selling enterprise deals on a startup stack?
We start with your sales motion, then build the system around it.