CRM System Architecture
Expertise in designing clean, structured CRM data models and systems that serve as a reliable source of truth, avoiding common issues like data duplication or staleness.
← Back to directory
Agency
Novlini
RevOps
Novlini specialises in assembling and operating CRM and Go-To-Market (GTM) technology stacks for high-growth startups, scale-ups, and funds. They focus on modern, AI-native platforms and best-in-class tools, structured for scalability and the 'agentic era'.
Visit website ↗Our read
Section 01Built around RevOps and GTM agency for startups/creators/media. Whether that's a fit depends entirely on your stack.
“Novlini's approach moves away from all-in-one platforms, instead composing best-in-class tools into integrated GTM systems, with a focus on clean data and AI-readiness.”
Value proposition
Section 02Novlini provides services for designing, implementing, and optimising CRM and Go-To-Market (GTM) systems. They build integrated technology stacks using modern and AI-native platforms, aiming to create scalable solutions for startups, scale-ups, and funds. Their methodology prioritises composability over single, all-in-one platforms, integrating tools such as Attio, Clay, Customer.io, and Lemlist to create cohesive revenue engines.
The company's services encompass CRM migrations, GTM system design, and app integrations, with a structured process from initial discovery and audit to build, enablement, and ongoing partnership. A key focus is on ensuring data cleanliness and structure, making systems reliable for both human teams and AI agents. Novlini also emphasises automating workflows and ensuring continuous improvement of GTM strategies.
Core competencies
Section 03Go-To-Market (GTM) Stack Integration
Proficiency in assembling and integrating various best-in-class GTM tools (e.g., CRM, data engines, outbound tools, automation platforms) into a cohesive system.
AI-Native System Development
Capability to build GTM systems that are optimised for use with AI agents, ensuring data readability, live context, and automated pipeline movements.
Workflow Automation
Skill in wiring end-to-end processes for enrichment, scoring, routing, and outreach to automate deal progression and operational tasks.
CRM Migration
Experience in migrating organisations from legacy CRM systems to modern, scalable alternatives.
Products & services
Section 04- CRM Migrations
- Transitioning clients from existing, potentially legacy, CRM systems to modern, scalable platforms.
- GTM Systems Design & Implementation
- Designing and implementing comprehensive Go-To-Market engines, integrating various tools to support sales and marketing efforts.
- App Integrations
- Connecting disparate GTM tools and applications to create a unified and efficient operational system.
- Data Model Structuring
- Building clean and structured data models within CRMs to ensure accuracy, reliability, and readiness for human teams and AI agents.
- Workflow Automation
- Configuring and implementing automated processes for tasks such as enrichment, lead scoring, routing, and outreach.
- Team Enablement & Training
- Providing training, playbooks, and support to ensure client teams adopt and effectively utilise new GTM systems.
Key takeaways
Section 05- System Philosophy
- Novlini advocates for composing integrated GTM stacks with best-in-class tools rather than relying on single 'all-in-one' platforms.
- AI Readiness
- A core focus is building systems with structured, clean data that AI agents can effectively utilise, making CRM a 'source of truth'.
- Service Scope
- Their offerings range from CRM migrations to comprehensive GTM system design, implementation, and ongoing strategic support.
- Partnership Model
- They are certified partners with several modern GTM and AI-native platforms, including Attio, Clay, and Lemlist.
- Process Orientation
- Novlini follows a structured six-phase process, from initial discovery and audit to build, enablement, and continuous improvement.
- Data Quality
- Emphasis is placed on creating CRMs with structured objects, real relationships, and live context to prevent data from becoming a 'graveyard'.
FAQ
Section 06- What kind of companies does Novlini work with?
- Novlini partners with high-growth startups, scale-ups, and funds, offering CRM and GTM stack expertise.
- What is Novlini's approach to GTM technology?
- They focus on composing best-in-class, AI-native tools into integrated GTM systems rather than using single, all-in-one platforms.
- What role does AI play in Novlini's solutions?
- Novlini builds GTM systems structured for the 'agentic era', ensuring clean, live data that is readable and usable by AI agents.
- What is the typical engagement process with Novlini?
- Their process involves discovery, audit & mapping, roadmap design, build, enablement, and ongoing partnership.
- Which specific tools does Novlini integrate?
- They integrate tools such as Attio, Clay, Customer.io, Lemlist, Oneflow, N8N, Twenty, Claude, and Allo, among others, with many official partnerships.