A year of revenue.
Booked in six months.
This case study shows Dakota Software replacing Zoho, ZoomInfo, and manual lead operations with an Attio + Swan system in one quarter. The rebuild doubled new logo revenue pace, tripled discovery meetings, and matched a full prior year of new logo revenue by the end of Q2.
The funnel was dark.
Unless a visitor filled out a form, they did not exist.
Dakota sells into enterprise operations, safety, and sustainability teams. Long cycles. Defined ICP. Buying committees that research quietly before raising a hand. Every ICP buyer who visited the pricing page or clicked a Google Ads campaign and left without converting was invisible.
The stack was Zoho CRM and ZoomInfo. The process was one operations person: qualify each lead by hand, research it, assign it, notify the rep by email. There was no speed-to-lead SLA because there was no mechanism to have one.
Anonymous in. Researched out.
One quarter. No engineering resources. Four moves, executed in minutes per lead.
A visitor hits the website
Swan de-anonymizes the visit, identifies the company and the contact, and qualifies both against Dakota's ICP with structured reasoning. For paid traffic, Dakota sees the exact keyword clicked and every page visited.
Swan writes directly to Attio
The account and contact are created or updated automatically. Swan also identifies and adds additional members of the buying committee. Reps see the account, never a lone contact.
An AI agent researches the account
It answers the qualification questions that previously took the ops team days, writing findings directly into the Attio record.
Routing runs on signal, not a queue
Time-sensitive leads trigger a Slack alert to the assigned rep with full context: pages visited, ad keyword, intent signals, firmographics, and the AI research. Qualified leads that are not yet sales-ready enter an automated nurture sequence sent from the rep across email and LinkedIn.
The rep's first touch lands so informed that prospects assume weeks of research preceded it.
One quarter. No roadmap.
Architecture is why this shipped in a quarter instead of dying on one.
The system required designing the data model first, treating signals as first-class objects, and letting an external platform write records directly into the CRM with no middleware translation layer. On the previous stack, this system does not get built. On Attio, it was a one-person, one-quarter build. Zoho and ZoomInfo were retired. Apollo, Swan, Storylane, and Attio replaced them at the same cost.
Six months after go-live.
A full prior year of new logo revenue, matched by the end of Q2.
Discovery meetings tripled, driven by AI research living on the Attio record at the moment of outreach.
ICP accounts identified visiting the website that previously left no trace.
Contacts added to Attio automatically from formerly dark traffic, buying committee included.
Manual lead ops. Qualification, research, enrichment, assignment, and notification run with humans out of the loop.
“The results of the change aren't just in the numbers, but also the culture. We are attracting top sales talent strictly because they want to work within our innovative system. We would have been happy to have lead routing automated. What we got is truly mind-blowing.”Pat R.Head of Sales, Dakota Software
Frequently asked questions
What did the Dakota Software case study prove?
Dakota Software replaced Zoho, ZoomInfo, and manual lead operations with an Attio + Swan system in one quarter. Six months later it had matched its entire prior year of new logo revenue, at 2x revenue pace and 3x discovery meetings.
How long did the Dakota GTM system take to build?
The rebuild was a one-quarter build. Zoho CRM and ZoomInfo were retired in that same quarter and replaced by Attio, Swan, Apollo, and Storylane at the same cost.
What happened to manual lead operations at Dakota Software?
Manual lead ops went to zero. Qualification, research, enrichment, assignment, and notification run with humans out of the loop.
How did Dakota Software surface buyers who never filled out a form?
Swan identifies 12 ICP accounts per day visiting the website that previously left no trace, and adds 50 contacts per week to Attio automatically, buying committee included.
What results showed up six months after go-live?
New logo revenue pace doubled. Discovery meetings tripled. A full prior year of new logo revenue was matched by the end of Q2.
Revenue, engineered.
We diagnose your go-to-market motion, build the operating system it's missing, and evolve it with you. Attio-native. Signal-first. Built to hand back.