A read-only pull of all 406 Attio deals on August 31, cross-referenced against the 32 audited outbound positives. Three questions: where each positive stands, what the CRM needs fixed before its numbers are quotable, and what the funnel needs to run without deals falling into purgatory.
The email platform sees replies; the CRM sees what happened after. Per Attio, 11 of the 32 positives have reached Demo Requested or beyond: 2 completed demos (Tootsies, JAX Vineyards), 3 proposal requests (Waterfront Venice, Hofman Group, Bru Grill), and 6 more with demos requested or in motion. The positive-to-meeting motion is real and recorded. These stage labels are Attio's; treat them as claims until the reconciliation below is done.
| Attio stage | Count | Who |
|---|---|---|
| Demo Completed | 2 | Tootsie's at the Stanford Barn, JAX Vineyards |
| Proposal Requested | 3 | The Waterfront Venice, Hofman Hospitality Group, Bru Grill & Market |
| Demo Requested | 4 | William Duff Architects, Shades of Green, Stoev Design Group, Plow |
| Lead Working | 11 | Fiddlers Green, Town's End, Nalu Vida, Edley's, Bluewater, Kaskaid (Crave America), Saffron, Rose Pizzeria, Block Party, Water & Wheat, Le Gamin |
| Lead Paused | 3 | WeHo Bistro, Shoreline Awning, Mersea |
| Closed out | 3 | Isa Restaurant (proposal lost), Lone Star Saloon (unqualified, see 02), Shade Power (unqualified, referral nurture) |
| No deal record | 3 | Vanguard (Cheryl Maloney), Elena Neustadt, Jon D'Angelica |
| Total | 32 | 3 not yet logged (see 02); Ballyhoo exists but is source-tagged Personal Connection |
Two positives that looked hot in the report are parked in the CRM. WeHo Bistro (active purchase decision, asked to be texted) sits at Lead Paused. Isa Restaurant reached Proposal Sent and lost. Both are context the report alone could not see, and both change the follow-up play: WeHo needs a reason for the pause before anyone re-touches, and Isa's loss reason should feed the copy.
The deal records are close to reality but not clean. Every item below was verified against the actual reply threads. Nothing has been edited; this is the fix list.
| # | Finding | Fix |
|---|---|---|
| 1 | Three positives have no deal record: Cheryl Maloney at Vanguard ("come on by, we reopened July 31"), Elena Neustadt ("please call me" + cell number), Jon D'Angelica (would build structure "if the dollars made sense"). | Create the three deals, source Outbound - Charm, with the reply text in notes. |
| 2 | Duplicate deals: Tootsie's (Demo Completed + a June Lead Unqualified), Isa (two lost records), JAX Vineyards (two Demo Completed records), Saffron (Charm deal + a 2025 Upsell record). | Merge each pair, keep the record with the furthest true stage. |
| 3 | Stale identity: the Omakase World Market positive is recorded as "Traverse Marketplace," the previous operator that no longer exists. Geoffroy's reply said so explicitly. | Rename the deal, update the contact, unpause. |
| 4 | Disposition conflict: Lone Star Saloon is Lead Unqualified in Attio, but Charlie's reply was "our patio is our heart... how can I help you?" If something after the reply disqualified him, the reason isn't recorded. | Confirm with Raj; either record the disqualification reason or reopen. |
| 5 | Source tags split one motion: "Outbound" (175 deals), "Outbound - Charm" (41), "Outbound - Instantly" (2), "Outbound - GGRA" (2). Ballyhoo, an outbound reply Rohan worked, is tagged Personal Connection. | Define the source taxonomy once; retag so channel performance is measurable. |
| 6 | WeHo Bistro paused without a recorded reason, ten days after asking to be texted about an active purchase decision. | Record the pause reason or resume with the September re-touch. |
| 7 | Avli Taverna logged as Lead Working with a Call next step on Aug 31, but the reply was a brush-off ("if we are interested we will reach out"). | If the call is deliberate, keep it; otherwise close as unqualified so the pipeline count stays honest. |
| 8 | EB and Attio disagree in both directions: District Oakland has a deal but no longer carries an interested flag in EB; several EB positives (item 1) have no deal. | The daily sync (section 04) makes EB flags and deal creation one motion. |
| 9 | Deal values and closed-won history remain unaudited. This review verified stage and identity only; the revenue fields still carry the accuracy doubts previously flagged. | Separate pass with Raj: verify value, units, and dates on closed and late-stage deals. |
Purgatory is any deal without a next action. By that definition, 42% of the open pipeline is in purgatory, concentrated exactly where it hurts: 63 of the 111 deals sitting at Lead Received have no next step, and 16 deals at Proposal Sent (a proposal is out, a buyer is waiting) have nothing scheduled at all.
| Stage | Open deals | No next step | Read |
|---|---|---|---|
| Lead Received | 111 | 63 | Biggest pile, oldest risk |
| Proposal Sent | 46 | 16 | Buyers waiting, nothing scheduled |
| Proposal Requested | 36 | 12 | Asked for a proposal, no follow-up set |
| Lead Working | 35 | 17 | Half untracked |
| Proposal in Negotiation | 18 | 3 | Mostly tracked |
| Demo Requested / Scheduled / Completed | 31 | 12 | Post-demo gates would cover these |
| Pre-order / PO Received | 20+ | 1 | Tracked |
The stage model itself is heavy: 28 stages. Eleven of them are variants of paused, unqualified, or lost at different depths. That granularity is fine for history, but it makes "how many live deals do we have" a judgment call. The working definition this review used: the 9 active stages above. Worth ratifying that definition so everyone counts the same way.
Attio's deal object already carries most of what the funnel needs: stage, next steps, deal source, outdoor cover type, seats and units, install logistics. What's missing is small and specific.