Parsley + Attio: Turn Every Conversation into CRM Intelligence

You met 47 people at last week's conference. You captured their contact info with Parsley. Some even chatted with your AI assistant, asking detailed questions about your product.

Now that data sits in Parsley while your sales team works out of Attio. Two systems. Manual copy-paste. Lost context.

Today, we're announcing the Parsley + Attio integration. Every lead you capture, every conversation your AI chatbot has, flows automatically into Attio - with full intelligence attached.

The Problem: Captured Leads, Lost Context

Modern sales teams have a data problem that's hiding in plain sight.

You've invested in digital business cards to capture leads at events. You've deployed AI chatbots on your profiles to engage prospects 24/7. But all that valuable data lives in a silo, disconnected from where your team actually works.

The result:

• Leads captured but not followed up - Contact info sits in one system while your sales process runs in another
• Conversation intelligence lost - A prospect asked detailed questions at 2am, but your rep has no visibility into what they care about
• Manual data entry - Your team spends time copying fields instead of selling
• No attribution - You can't prove which profiles and events generate real pipeline

The Parsley + Attio integration solves all of this.

What Syncs Automatically

Once connected, Parsley pushes data to Attio in real-time. No manual export. No scheduled batch jobs. The moment something happens in Parsley, it appears in Attio.

Contact Data

When a prospect fills out your contact exchange form or provides their info via chatbot, Parsley creates or updates an Attio Person record:

If the person already exists in Attio (matched by email), Parsley updates their record rather than creating a duplicate.

Conversation Intelligence

This is where it gets interesting. When a prospect engages with your Parsley AI chatbot, the entire conversation context syncs to Attio as a Note attached to their Person record.

Lead Quality Score

Parsley's AI analyzes every conversation and assigns a lead quality:

• Hot - Strong buying signals, ready for immediate follow-up
• Warm - Interested but early stage, needs nurturing
• Cold - Information gathering, low urgency

Your sales team sees this score before their first call.

Intent Signals

Beyond quality, Parsley identifies what the prospect is actually trying to do:

• High Intent - Actively evaluating solutions, asking pricing/implementation questions
• Evaluation - Comparing options, requesting demos or trials
• Research - Learning about the space, early in the journey
• Support - Existing customer with questions (not a new lead)

BANT Signals with Evidence

Parsley extracts Budget, Authority, Need, and Timeline signals from the conversation - and includes the actual quotes as evidence:

### BANT Signals

**Budget:** "We've allocated $50k for this quarter"
**Authority:** Decision maker (VP Sales)
**Need:** "Our current solution doesn't integrate with our CRM"
**Timeline:** "Looking to implement by end of Q1"

Your rep doesn't just see that there's a budget signal - they see exactly what the prospect said. This context transforms the first call from discovery into confirmation.

Engagement Metrics

Quantitative signals about how engaged the prospect is:

• Message count (depth of conversation)
• Session duration (time invested)
• Return visitor status (came back multiple times)

Knowledge Gaps

Questions your chatbot couldn't answer. These are gold for product teams and sales:

• What features are prospects asking about that you don't have?
• What objections keep coming up?
• Where is your messaging unclear?

How Teams Use This

Sales Exec at a Conference

Maria works the Parsley booth at SaaStr. Every conversation ends with "scan my QR code" - her tracked Parsley link. Prospects fill out the contact exchange form on the spot.

Before they walk away, their info is already in Attio:

• Name, email, phone, company
• Source attribution: saastr-2026
• Tagged for Maria's follow-up

No notebook. No business card pile. No "I'll add them to the CRM later" that never happens.

Prospect Self-Qualifies via Chatbot

James visits a Parsley profile at 2am (insomnia + purchase anxiety). He has questions:

• "Does this integrate with Attio?"
• "What's the pricing for a team of 25?"
• "Can we do a trial before committing?"
• "We need to be live by end of Q1 - is that realistic?"

By morning, the sales rep has a Note in Attio:

Lead Quality: Hot Intent: High Intent BANT: Budget (confirmed), Authority (likely decision maker), Need (CRM integration), Timeline (Q1)

The rep's first email references the specific concerns James raised. James feels understood. The deal moves faster.

RevOps Builds Automated Workflows

Your RevOps team sets up Attio automations triggered by Parsley data:

• Hot leads → Immediate Slack notification to assigned rep
• High intent + Budget signal → Add to "Priority Pipeline" list
• Research intent → Add to nurture sequence
• Knowledge gaps about feature X → Tag product team for review

The data flows in structured. The workflows take it from there.

Sales Leader Measures Profile ROI

Each rep has their own Parsley profile. With all leads syncing to Attio with source attribution, you can finally answer:

• Which reps generate the most qualified leads from networking?
• Which events drive real pipeline vs. vanity metrics?
• What's the conversion rate from profile view → lead → opportunity by source?

Campaign link tracking in Parsley + automatic Attio sync = full attribution.

Why Pre-Conversation Intelligence Matters

Tools like Gong give you intelligence after calls happen. Transcripts, talk ratios, sentiment analysis. Valuable, but reactive.

Parsley gives you intelligence before you ever speak to a prospect. You know:

• What questions they asked your AI
• What they're trying to accomplish
• Their likely budget, authority, need, and timeline
• How engaged they are (message count, session duration)

This is pre-conversation intelligence. You're prepared before the first call, not catching up after.

The Attio integration makes this intelligence actionable. It lives where your sales team already works - not in a separate dashboard they'll forget to check.

Getting Started

The integration takes about 60 seconds to set up:

1. Navigate to Hub > Integrations in your Parsley dashboard
2. Click Connect on the Attio card
3. Authorize Parsley in the Attio OAuth popup
4. Done - leads and conversations now sync automatically

For a detailed walkthrough with screenshots and troubleshooting, see our Attio Integration Getting Started Guide.

Requirements

• Parsley Business plan - CRM integrations require Business. See pricing.
• Attio account - Free tier works fine. API access is included.
• Admin access in your Attio workspace to authorize third-party apps.

What's Next

The Attio integration is live today for all Parsley Business customers. Connect your workspace and start syncing in under a minute.

Coming soon:

• Field mapping configuration (choose which Parsley fields sync to which Attio attributes)
• Sync history and logging
• Bulk historical data migration

Have questions? Want to see it in action? Contact us or email peter@parsley.id.

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