Warm introduction
A referral from someone both parties know and trust, used to open a conversation that would otherwise be a cold approach.
What it is
A warm introduction connects two people through a mutual contact who vouches for both. A founder reaches an investor through a portfolio CEO. A fund reaches an LP through an existing investor.
Many investors prioritise warm introductions over cold outreach, so finding the right path often matters more than the pitch itself.
How a CRM helps
- Finding the path. Relationship data shows who on the team, or in the wider network, knows the person you want to reach.
- Asking well. The record shows how strong and how recent that connection is, so you do not ask a favour from someone who has not spoken to the target in years.
- Crediting the introducer. A record reference on the deal or LP shows who made the connection.
- Closing the loop. Introducers like to hear what happened. A stage change can remind the owner to tell them.
In Attio
Once inboxes and calendars are connected, Attio shows connection strength on people and company records. Pair that with an introducer attribute on deals and you can see which relationships produce the best opportunities.
Why it matters
Introductions are a currency. Firms that track them can repay them, and firms that repay them get more.
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