CRM migration
Moving records, history, and relationships from one CRM to another without losing the context that makes them useful.
What it is
A CRM migration moves a team’s data from one CRM to another. Common moves into Attio start from HubSpot, Salesforce, Affinity, or Pipedrive.
The records are the easy part. The hard part is everything attached to them: notes, emails, meeting history, list memberships, owners, and the links between records.
What moves
- Records. People, companies, deals, and any custom objects.
- Attributes. Field values, mapped to the right type in the new system.
- Relationships. Which person works at which company, which deal belongs to which fund.
- History. Notes, activity, and timestamps, where the source system allows export.
- Process state. Pipeline stages and list membership.
Where migrations go wrong
Most failed migrations copy the old structure instead of redesigning it. The new CRM ends up with the same duplicate records, the same overloaded fields, and the same workarounds the team wanted to leave behind.
Other common failures: duplicates created during import, currency and date values that change type, and relationships that break because records were imported in the wrong order.
How to plan one
- Back up the source system in full before touching anything.
- Design the target data model for how the business works today.
- Map every source field to a target attribute, or decide to drop it.
- Import in dependency order: companies, then people, then deals and lists.
- Reconcile counts and spot-check records before the team switches over.
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