Case Study: Modal accelerates product-led growth with Attio

How Modal uses Attio to accelerate product-led growth

Modal, a serverless computer platform for deploying compute-intensive workloads, was struggling to align its product-led growth motion with HubSpot’s rigid data model. The team needed a CRM that could accurately represent workspaces, customer relationships, and product usage data, while giving GTM teams better visibility into key accounts and churn risk.

Attio became Modal’s central system for customer and product data, replacing HubSpot with a flexible CRM and automations engine built around native workspace objects, Segment integration, and custom API workflows. With Attio, Modal created a single source of truth, built targeted outreach and retention workflows, and integrated tools like Loops and Tally; the result was cleaner data, deeper stack integration, faster PLG execution, and a team that was more engaged in using the CRM.

Modal

Margaret Shen

Head of Business Operations