folk vs Attio: Which CRM for startups wins?

초기 단계 스타트업이 거래를 놓치는 경우는 제품 문제 때문이 거의 없습니다. 거래가 무산되는 진짜 이유는 후속 조치가 이메일, 스프레드시트, 슬랙 대화창에 흩어져 있기 때문입니다. 스타트업용 CRM은 한 가지를 해결합니다: 모든 상호작용, 다음 단계, 담당자가 빠르고 명확하게 가시화됩니다.

In today's fast-paced business landscape, choosing the right CRM can be a game-changer for startups. Tools like folk and Attio offer innovative solutions to manage relationships and streamline processes. While folk provides a user-friendly interface with seamless integration for clean contact data, Attio stands out with its flexible, data-first approach tailored for dynamic teams. Both platforms tackle the challenges of maintaining organized communication and efficient workflows, but their methodologies differ significantly.

This comparison dives deep into the core functionalities of folk and Attio, examining key features such as email and calendar sync, contact data enrichment, pipeline management, team collaboration, and automation capabilities. By understanding these differences, startups can make informed decisions that align with their growth strategies.

2026년 스타트업이 CRM을 도입해야 하는 이유

스타트업은 프로세스가 아닌 속도로 운영됩니다. 이는 첫 채용 물결, 첫 다중 접점 거래 주기, 그리고 인바운드, 아웃바운드, 파트너, 그리고 따뜻한 소개가 충돌하는 첫 달까지는 통합니다. CRM이 없다면 수익은 추측에 불과해집니다: 대화는 이메일함에 묻히고, 다음 단계는 사라지며, 예측은 직감으로 전락합니다.

CRM은 시장 진출을 위한 단일 정보 원천을 구축합니다. 연락처, 계정, 거래 정보를 중앙 집중화한 후 소유권과 후속 조치를 필수적으로 관리합니다. 2026년에는 구매 여정이 점점 길어지고 신호가 더 많은 채널에 분산되며, 팀이 인력을 늘리지 않고도 높은 생산성을 유지하기 위해 자동화에 의존하게 되므로 이는 더욱 중요해집니다.

스타트업에게 적합한 CRM은 일반적으로 다섯 가지 문제를 신속하게 해결합니다:

👉 파이프라인 가시성: 모든 거래 단계, 가치, 담당자 및 다음 단계가 명확하게 유지됩니다.

👉 후속 조치 관리: 작업, 알림 및 활동 일정을 통해 조용히 중단되는 일이 없도록 방지합니다.

👉 대규모 데이터 품질 관리: 보강, 중복 제거 및 구조화된 필드로 기록의 활용성을 유지합니다.

👉 팀 협업: 창업자가 모든 스레드에 개입하지 않으면 업무 인수인계가 중단되지 않습니다.

👉 예측 가능한 성장: 기본 보고서를 통해 어떤 채널이 전환을 이끌고, 어떤 채널이 정체되며, 그 원인을 파악할 수 있습니다.

민속이란 무엇인가?

folk is a CRM designed specifically for startups seeking clean contact data without the hassle of administrative tasks. It seamlessly integrates with Gmail and Google Calendar, ensuring every interaction is linked to the appropriate record. Teams can manage relationships through flexible views, enhance contacts, and automate follow-ups with minimal setup. This tool is ideal for early-stage teams that prioritize speed, clarity, and user adoption. As the team expands, folk scales to include structured pipelines, dashboards, roles, and API access.

아티오란 무엇인가요?

Attio is a modern, data-first CRM crafted for startups that require flexibility and effective modeling. It's suited for teams that handle dynamic relationships and desire custom views, enrichment, and structured workflows without the complexities of an enterprise system. Attio excels in relationship-driven go-to-market strategies and can be tailored to fit unique sales processes. It’s particularly beneficial for teams focused on creating a CRM that aligns with their data rather than adhering to rigid structures. However, some organizations might find they require additional tools for marketing automation or advanced service workflows.

Feature comparison of folk and Attio

이메일 및 캘린더 동기화

folk seamlessly integrates with Gmail and Outlook, automatically capturing both inbound and outbound emails on each contact's timeline. With calendar sync for Google and Microsoft, meetings are linked to the corresponding email threads, resulting in a continuously updated interaction history without the need for manual logging. This integration ensures that sales, partnerships, and success teams are all on the same page regarding the latest context, making it ideal for startups that heavily rely on their inboxes and need a CRM that reflects actual activity.

Attio also synchronizes email and calendar from Google and Microsoft accounts, ensuring that messages and events are attached to the correct records. Email syncing operates through Gmail, allowing Attio to automatically populate People and Company records based on inbox history. Calendar events are synced alongside email activity, creating a relational timeline rooted in real interactions. This streamlined setup minimizes manual logging and maintains deal context throughout the workspace, making it perfect for startups seeking a CRM that is firmly anchored in communication history.

보강 및 중복 제거를 통한 연락처 데이터 정제

folk enhances new contacts by enriching them with essential company and profile data, ensuring records remain useful as the database expands. Its built-in enrichment minimizes missing fields, which can hinder routing, segmentation, and timely follow-ups. The duplicate management system features intelligent merging capabilities and detection logic for duplicates during both imports and data entry. Prompts guide users to merge or skip duplicates before the CRM becomes cluttered, maintaining clean lists across various sources and preserving cohesive account context.

Attio automatically enriches People and Company records with valuable data points, including logos, profile pictures, social handles, and descriptions. These enriched attributes update seamlessly when Attio discovers new information, keeping records current without the need for manual research. Duplicate cleanup is facilitated through a merging feature for both People and Companies, with alerts activated when duplicates are detected by email address or company domain. This merging process consolidates properties into a single record, eliminating duplicates and ensuring that contact data remains functional as lists grow.

유연한 파이프라인과 뷰

folk facilitates collaboration directly within the record, ensuring that context remains intact and isn't lost in Slack threads or scattered documents. Shared pipelines enable teams to align on ownership, next steps, and status updates without the risk of duplicating efforts. Calendar-synced meeting events can be displayed as timeline entries, keeping everyone updated on past occurrences and upcoming schedules. By consolidating conversation history and essential details in a single contact record, the platform minimizes handoff errors, making it ideal for startups where multiple team members engage with the same account in quick succession.

Attio streamlines work using objects, lists, and views, offering both table and kanban options for list workflows. Kanban views visually represent a pipeline or process with distinct stages, allowing for easy drag-and-drop transitions. Teams can customize views with filters and visible attributes, ensuring they focus only on what’s relevant for their current tasks. This structure is designed to accommodate sales pipelines and other startup workflows within the same workspace, resulting in adaptable process tracking without imposing a rigid data model.

팀 협업

Folk maintains collaboration within the record, ensuring that context isn't lost in Slack threads or separate documents. Shared pipelines enable teams to coordinate ownership, next steps, and status updates without redundant work. Meeting events synced from calendars can appear as timeline entries, keeping everyone informed about past discussions and upcoming schedules. The same contact record contains conversation history and essential details, minimizing handoff errors, which is particularly beneficial for startups where multiple team members interact with the same account in a short timeframe.

Attio enhances collaboration directly within the CRM through comments, tasks, and mentions on records and list entries. Teammates can be @mentioned in notes, tasks, and comments, generating notifications in the sidebar. Tasks can be created, assigned, and tracked to ensure that next steps are clearly defined and visible. Sharing and permission controls allow teams to manage who can view or edit specific sections of the workspace, keeping coordination anchored to records rather than dispersed across various threads.

경량 자동화 및 통합

folk seamlessly connects to external tools via Zapier and a comprehensive API, enabling workflows to operate across the entire stack without the burden of custom administrative tasks. With Zapier, triggers and actions can send updates for contacts and groups to other systems or create and modify records in folk based on external events. This functionality supports essential startup processes such as lead routing, form syncing, Slack notifications, and maintaining consistent lists. For greater precision, the API facilitates custom integrations tailored to internal rules, ensuring that automations remain manageable as the stack evolves.

Attio also integrates with external tools through its Workflows and various integrations, including a Zapier integration that automates processes across thousands of applications. Zapier can trigger workflows based on changes within Attio, as well as push data from other systems into Attio. For those looking to build custom solutions, Attio offers a public REST API and supports real-time subscriptions through webhooks. Additionally, the developer platform features an App SDK, allowing apps to be embedded within the Attio interface. This provides startups with both no-code and developer-friendly options for automation and data synchronization.

결론

In conclusion, while both folk and Attio provide critical CRM functionalities for startups, folk stands out as the best option. With its user-friendly interface, seamless email and calendar integrations, and focus on maintaining clean contact data, folk eliminates administrative burdens and enhances team collaboration. Attio offers flexibility and customization, but may require additional tools for comprehensive functionality. Ultimately, folk is the ideal choice for startups aiming for speed, clarity, and effortless scaling as they grow.

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