Avery Wu

In a market where every company is consolidating their tool stack, is building more tooling themselves, and is deeply integrating horizontal LLMs as the primary interface for their teams, there’s little more rewarding than seeing a customer’s eyes light up on a call and say things like: ‘Oh, hang on a minute, that's very cool… So we can do like a first line of testing without customers, essentially. That's incredible.’ ‘Digital twins, I think, is also something that Claude doesn't have the capability of right now.’ ‘I just feel like the digital twin might be a really great opportunity to create almost like synthetic users but rooted in real data.’ ‘So I could create a Digital Twin of our 18-25 year old user segment, and talk to it to test ideas?!’ That’s been the overwhelming response on every customer call I’ve been on amidst our Digital Twins launch. Teams are building at such a rapid pace now that the new bottleneck in product development increasingly seems to be getting face time with your customers quickly enough to make sure what you’re building is actually going to move the needle for your customers. Enter Digital Twins. We’ve built them to be a virtual representation of your actual customers, segments and personas. They’re not synthetic personas where you ask an LLM to essentially cosplay a particular character. They are built on your real, first-party customer data, so that you can access a Digital Twin whenever you need real time input from your customers. And our customers and team are doing some really cool things with them:  - Pressure testing roadmap decisions  - Validating design concepts - Building dynamically updating personas - Sales coaching and role playing We're only just scratching the surface, so come along to our webinar next week to hear more about some of the best use cases we've seen so far, or share an idea you have for how Digital Twins could apply to your business.

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Great article from CJ Fairfield at CRN with Evan Rice on the direction for Rev.io. We're obsessed with the transformation to an AI company, with the platform built AI-first. Exciting times ahead!

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Most RevOps "best practices" are code for "that's how we've always done it." At Attio, we track leads and deals on a single Deal object, which is so much better than the "best practice" of separate objects. Old school RevOps people will hate this. Their rule is no deal is created until it's sales qualified and accepted. That's because most tools are too rigid to do it any other way. You're ultimately tracking one buyer's journey with you, and splitting it across multiple objects doesn't make sense. The “best practices” way is dumb, and 𝐢𝐭'𝐬 𝐚 𝐡𝐢𝐥𝐥 𝐈'𝐥𝐥 𝐝𝐢𝐞 𝐨𝐧. We just published the first piece of 𝐇𝐨𝐰 𝐀𝐭𝐭𝐢𝐨 𝐮𝐬𝐞𝐬 𝐀𝐭𝐭𝐢𝐨, and this is one part I want to call out. A deal at Attio represents the period where a lead is engaging with us, plus every activity and interaction in between. This beats a separate object for each stage: 1. 𝐋𝐞𝐬𝐬 𝐨𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐜𝐨𝐦𝐩𝐥𝐞𝐱𝐢𝐭𝐲. No managing multiple objects. No creating a deal from a lead. 2. 𝐄𝐚𝐬𝐢𝐞𝐫 𝐜𝐨𝐧𝐭𝐞𝐱𝐭. One object means one continuous record of the customer's journey. 3. 𝐂𝐮𝐬𝐭𝐨𝐦 𝐬𝐞𝐠𝐦𝐞𝐧𝐭𝐢𝐧𝐠 𝐚𝐧𝐝 𝐫𝐞𝐩𝐨𝐫𝐭𝐢𝐧𝐠. No friction from other objects and relationships. Slice Deals by type, stage, and more, and you have the segment you want to action or analyze. Seems minor. But it's not once you have real volume in your pipeline. Zev Lebowitz and I break down how we centralize leads, customer interactions, and communication in Attio, plus the stack that feeds into it

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