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CRM Integrations (Attio, HubSpot, Salesforce)

Published February 27, 2026 · Last updated March 7, 2026 · 3 min read

This guide walks you through connecting a CRM to Obvious so you can query customer data, pull contacts, and enrich your workspace with live pipeline information.

Supported CRMs

Obvious connects to:

  • Attio

  • Salesforce

Both integrate through Obvious's connector system. Additional CRM providers may appear in the connector catalog as they become available.

Connect your CRM

  1. Open Settings → Connectors.

  2. Browse or search for your CRM provider.

  3. Click Connect and follow the authorization flow.

The connection is scoped to your workspace — once connected, anyone in the workspace can use it (depending on the scope you choose during setup). You can connect the same provider multiple times with different accounts if needed.

What you can do with a connected CRM

Once your CRM is connected, the agent can work with your CRM data directly in any project.

Query your pipeline. Ask the agent about deals, contacts, companies, or any object in your CRM:

Show me all open deals closing this quarter

What's the total pipeline value for our enterprise segment?

The agent reads from your CRM in real time and can present results as a workbook, a summary, or inline in the chat.

Pull contacts and companies. Bring CRM records into your workspace for analysis, reporting, or enrichment:

Import our top 20 accounts by ARR into a sheet

Enrich workspace data with CRM context. When you're working with people data in a project, Obvious can automatically look up matching contacts in your connected CRM and pull in relevant context — company, role, deal stage, last activity.

Build reports and dashboards. Combine CRM data with other sources in your workspace. The agent can create workbooks that blend pipeline data with spreadsheet data, document insights, or external research — all in one project.

Switch between CRM accounts

If you've connected more than one CRM (or multiple accounts from the same provider), you can switch between them in the assistant sidebar. The agent uses whichever CRM connection is currently active when answering questions about customer data.

Common use cases

Pipeline reviews. Ask the agent to pull your current pipeline, group deals by stage, and flag anything at risk. Turn the results into a Board view for a visual pipeline snapshot.

Account health tracking. Build a workbook that combines CRM data (deal value, last activity, contract dates) with your own tracking (health scores, renewal notes, risk flags). The agent keeps it updated from your CRM.

Meeting prep. Before a customer call, ask the agent to pull the account's CRM record, recent deals, and open opportunities. It assembles a brief in seconds.

Expansion analysis. Query your CRM for closed-won deals from existing customers over a time period. The agent calculates expansion revenue and spots trends without you building a report manually.

Troubleshooting

CRM data seems stale. Obvious queries your CRM in real time, but some CRM providers cache data on their end. If recent changes aren't showing, check that they're committed in your CRM first.

Connection stopped working. If the agent can't reach your CRM, the connection may have expired. Go to Settings → Connectors, find the CRM connection, and reconnect it.

Next steps

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