Attio has earned its reputation for one key reason: its incredible customisability. Its flexible data model empowers businesses to build tailored workflows and automations, creating a powerful, bespoke engine for their go-to-market (GTM) teams. With over 5000 customers and recently raising over $50mln in Series B funding, Attio is on the mission to serve the new generation of users called ‘GTM builders’.
But what about partners? For 80-90% of tech and SaaS companies, channel sales are a core part of their GTM strategy, yet are not supported by Attio’s workflows, meaning the very 'GTM builders' Attio aims to serve are left unable to manage one of their most crucial revenue streams within their core platform.
As your internal teams leverage Attio to perfection, your partner ecosystem can feel left behind. Their data often lives in spreadsheets, their communications are scattered across Slack channels and Microsoft Teams chats, and deal registrations arrive through disconnected forms. This creates a bottleneck, separating your channel sales from your core operational hub. This gap makes true partner enablement and engagement nearly impossible, as even a great customer-centric tool like Attio isn't built for the unique needs of a partner program.
This is where Journeybee comes in. Our Partner Relationship Management (PRM) platform is also founded on a core principle of customisability and tailored workflows. We believe your partner program must operate within your existing business logic, not as a separate island.
Connecting your partner portal directly to Attio, allows you to extend its flexible power to your entire ecosystem. This synergy of shared philosophies makes Journeybee and Attio a perfect combo for scaling your entire business.
Core Features of the Journeybee & Attio Integration
At its heart, this integration is a deep, native link between your two platforms. The connection installs custom Journeybee fields onto your Attio Objects and Lists, creating the foundation for a truly unified partner management environment that respects the custom structure you've already built.
Here’s a look at the key features:
A Data Sync That Speaks Attio's Language
You gain precise control over how the two platforms communicate, defining Attio as your single source of truth. You can map your Journeybee leads, deals, and partners to sync with their corresponding Attio Objects and People. Because Journeybee adapts to your data model, you can map to the custom Attributes you’ve already created, ensuring perfect data alignment without forcing a rigid structure.
Automated Syncs for Your Custom Pipelines
Configure syncs to trigger automatically based on stage changes and attribute updates. When a deal stage is updated in Journeybee, the change is instantly reflected in your custom pipeline in Attio. You can also link Journeybee's commission calculations directly to an Attio deal attribute (like "Amount") and automatically associate partners with the correct records.
Build Your Partner Directory from Your Attio Lists
There is no more need for manual data entry. The Partner Import tool lets you instantly build your Journeybee directory from your existing Attio data. Simply identify your partners in Attio using a flexible attribute like "Company Type," and Journeybee will pull a list of those companies and their associated people. From there, you select who to invite, and automatic email invitations are sent out, streamlining onboarding.
The Attio Widget: Your In-App Partner Hub
Perhaps the most powerful daily-use feature is the Journeybee Widget, which brings your partner program directly into the Attio interface. From any Company or Person record, your GTM team can perform critical actions without ever leaving their workflow:
- Send & Associate Leads: Instantly send an Attio record to a partner as a new lead.
- View Partner Details: Immediately see which partner sourced or is influencing a deal.
- Collaborate Directly: Communicate with the associated partner on a specific deal, with all conversations logged as notes for a clear audit trail.
Key Advantages of Using Journeybee as Your PRM for Attio
- A Unified GTM Pipeline: Share real-time deal pipelines with partners, with all conversations and updates logged in Attio for a clear audit trail on partner-sourced and -influenced leads.
- A Certified Selling Channel: Build custom learning paths for partners, with all quiz scores and certifications logged in the PRM to clearly identify your most qualified experts and correlate training with sales performance.
- Capture Leads into Your Custom Workflows: All forms from Journeybee—partner applications, support tickets, deal registrations—land directly in Attio with the correct attributes, allowing you to trigger the powerful automations you've already built.
- Securely Share Real-Time Attio Data: Provide partners with secure, real-time access to the specific Attio data they need (like lead status) within their Journeybee portal to boost their effectiveness.
- Connect Your Comms with Slack & Teams: While Journeybee centralizes your partner operations, it also integrates with Slack and Microsoft Teams to send key notifications, ensuring communication flows effortlessly across the platforms your teams use every day.
- Empower Partners, No Extra Attio Seat Needed: This is a crucial benefit. Partners can fully collaborate, register deals, and communicate via Journeybee without needing costly Attio licenses, simplifying management and reducing overhead.
Journeybee & Attio: Practical Use Cases for Scaling Partnerships
Scaling Your Reseller Channel
Onboard new resellers with custom Digital Partner Rooms in Journeybee, pre-loaded with playbooks and assets. When a reseller registers a deal, the sync instantly creates or updates it in your custom Attio pipeline. Your sales team can then use the in-app Attio Widget to collaborate directly with the reseller, ensuring perfect alignment.
High-Impact Co-Marketing with Full Attribution
Launch dedicated Digital Partner Rooms for joint campaigns. When leads are generated, they are captured and synced to Attio with the proper source attribution. This gives you full control over tracking partner-influenced leads and ensures your GTM team can engage immediately with clear context.
Energising Referral Networks with Clear Tracking
Streamline your "Become a Partner" application, with all data flowing directly into Attio. Once approved, referral partners get a personalized Journeybee portal to submit leads, which are automatically created as People in Attio and associated with them. Partners can track their submissions and view transparent commission statements.
From Custom Workflows to a Custom Partner Ecosystem
The era of forcing partners into passive, one-size-fits-all systems is over. It's time to build an ecosystem that mirrors the same flexibility and power as the tools your business already relies on. This means creating a truly tailored partner experience—providing your distributors with a portal focused on logistics, while your resellers get a personalised space packed with sales playbooks, and your referral partners have a simple, streamlined dashboard to submit leads.
This is precisely what Journeybee is built to deliver. Our platform empowers you to create custom-built partner portals, each one personalised for the unique needs of your different channel segments. We then help you activate those partners through a powerful, integrated LMS solution designed for world-class partner enablement and certification.
This entire strategy is anchored by deep, native CRM integrations with platforms like Attio, ensuring your partner program operates as a seamless and powerful extension of your internal GTM engine. The Journeybee PRM for Attio is the bridge to that future, transforming your CRM into an engaging hub for your entire ecosystem.
If you need help in setting up your Attio and Journeybee PRM integration, we would love to hear from you.
Frequently Asked Questions
No, and this is a core benefit of the integration. Your partners interact exclusively through their own secure, user-friendly Journeybee portal. They register deals, access resources, and communicate there. The integration then syncs all the relevant data into your Attio workspace automatically, keeping it clean and focused on your internal team's workflow.
The integration is built specifically for Attio's flexible, graph-based structure. It is not a rigid, one-size-fits-all sync. Using a no-code mapping interface, you can: - Map to Custom Attributes: Connect Journeybee fields to any of your custom attributes on your standard or custom Attio objects. - Sync to Specific Collections: Configure the integration to create new records (e.g., partner-sourced deals) and add them to the exact Attio Collections your team uses for pipelines and reporting. - Support Custom Objects: If you use custom objects to manage your business, the integration can be configured to work with your unique Attio data model.
While sharing a Collection is an option, it creates significant challenges that a dedicated PRM solves. The key differences are: - Partner Experience (PX): A PRM provides a professional, branded portal designed for partners. A shared Attio Collection exposes them to the complexity of your internal CRM, which can be confusing and unprofessional. - Security and Permissions: Journeybee gives you granular control over what each partner sees (e.g., only their own deals and resources). Sharing a Collection risks exposing data about other partners or internal company information. - Scalable Features: A PRM is a complete platform with built-in features for automated onboarding, a Learning Management System (LMS) for certifications, tiered partner programs, and advanced analytics—none of which are possible with a simple shared Collection.
Yes, the sync is two-way and you have full control. - Two-Way Sync: When a partner submits a deal, it's created in Attio. When your sales team updates an attribute in Attio (like changing a deal stage from "In Progress" to "Closed-Won"), that status is synced back to the partner's portal in real-time. - Sync Rules: You can configure filters and rules that define exactly which records should be synced. This prevents clutter and ensures only relevant, partner-related information is shared between the two platforms.
- No developer is required. The entire process is designed to be self-service and no-code. - The initial connection and authorisation with your Attio account takes only a few minutes. - Configuring your specific mappings for objects, collections, and attributes can typically be completed in under an hour, getting your unified partner and sales data flowing the same day.