5050 Growth on Attio, outbound, and CRM sync

Attio teams that run cold email hit the same wall: activity lives in Smartlead, Instantly, HeyReach, EmailBison, and a pile of inboxes — then someone opens Attio and asks whether that person was already emailed. Nacho Lafuente of 5050 Growth sat down with me to talk about that gap, why we built an Attio integration, and how the first shared client gets a free month of OutboundSync.

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Who is 5050 Growth?

5050 Growth is an Attio consultancy for investment firms and B2B startups. It started in September 2024 and focuses on custom data models, production integrations, and board-ready reporting that the client owns after handover. On Attio’s expert directory it holds Certified Expert Advanced status — 15+ live buildouts and a 5.0 rating from 11 reviews.

5050 Growth is OutboundSync’s first Attio Certified Expert Partner. That means Attio’s Certified Expert program — not a generic “we also use Attio” label. Nacho’s clients ask how to get cold outbound activity back into Attio; that question is why we built the integration.

Who is Nacho Lafuente?

Nacho Lafuente runs 5050 Growth. He designs Attio workspaces for VCs, PE firms, and tech startups — teams whose objects aren’t always people, companies, and deals — and ships migrations and GTM integrations that hold up in production. In the conversation he walked through his OutboundSync onboarding (including a shared Slack channel) and why Attio’s partner ecosystem is how these tools actually land with customers.

What did the conversation cover?

We covered why Attio users keep asking for outbound activity in the CRM, what OutboundSync syncs today, and how 5050 Growth and OutboundSync will work with the first shared clients.

Nacho framed the problem the way his clients do: different domains, different inboxes, sequencers like Smartlead and Instantly, social tools like HeyReach — then Attio with no clean answer to “did we already email this person?” and no reply history on the record. OutboundSync closes that loop for HubSpot, Salesforce, Close, and Attio.

I talked about why we prioritized Attio: customers asked, and Attio’s composable data model — custom objects and flexible relationships — is distinct enough that building for it made sense for a small, bootstrapped team that only ships when demand is clear. Writing the integration is one thing; Attio’s partner ecosystem is how implementations stick. That’s the 5050 Growth piece.

OutboundSync’s Attio integration is beta and one-way today: outbound email and social activity land on Attio person and company records, with guided onboarding from our team. Details live on the Attio integration page, the launch announcement, and the Attio partner spotlight.

The overlap Nacho sits in — go-to-market engineering, outbound, CRM, and RevOps — is a small Venn diagram. There aren’t many people who are good at all of it. That skill set is why the free month exists.

What’s the free-month offer?

The first client that does a 5050 Growth build-out and uses OutboundSync gets one free month of OutboundSync, and we’ll help wire the stack. Goal: get replies into Attio so the team can turn them into revenue — not send cold email for its own sake.

Book a discovery session with 5050 Growth to get in line, or reach Nacho on social or email and we’ll make it happen.

Transcript

Nacho Lafuente (00:00)
Everybody, this is Nacho from 5050 Growth. I run an Attio consultancy for investment firms and for B2B startups. And I’m joined today by Harris, the founder of OutboundSync.

Nacho Lafuente (00:15)
And for those startups, their number one problem when they start to use Attio and they do cold email is syncing all those emails with their CRM.

Nacho Lafuente (00:28)
They’re sending emails from Smartlead, Instantly, Cold Outbound, HeyReach, different domains, different inboxes, and then they always ask me, hey, how do we get all that activity back into our CRM?

Nacho Lafuente (00:41)
Someone opens Attio and asks, hey, did we email this person already? The reply and so forth. So here’s Harris who’s brought us a crazy solution already.

Nacho Lafuente (00:56)
He’s already working with HubSpot, Salesforce, Close and all the leaders of the cold outbound space. So yeah, Harris, introduce yourself and on a question where a lot of Attio users are asking for this.

Harris Kenny (01:14)
Yeah, for sure. Hey man, good to be catching up here. So, first just introduce myself. So like you said, I’m the founder of OutboundSync.

Harris Kenny (01:22)
And, you know, you covered it perfectly. We’re a data sync product for outbound tools, data and that data into the CRM.

Harris Kenny (01:29)
The reason why we built an Attio integration is because it was requested. It was requested a lot. You know, we’re a small team, bootstrapped.

Harris Kenny (01:36)
And so we are very deliberate when we build something. We try to get it right. We want to retain our customers and really we work for and with the people that are kind of on the leading edge of outbound and go to market.

Harris Kenny (01:53)
So we’ve got a lot of Clay users, Instantly, HeyReach, Smartlead, EmailBison, these tools that are pretty advanced. A lot of our users are using tools like Cursor or Claude Code and so that’s kind of the space that we operate in.

Harris Kenny (02:07)
We don’t build things just because we build them because we feel like there’s demand and I think with Attio specifically there’s been really interesting traction because of the composability of the data model. So the ability to spin up your own custom objects and the flexibility in terms of what’s possible with Attio.

Harris Kenny (02:24)
It is really distinct versus the other CRMs in the market. Each has its own strengths out there. But I think Attio has some really noteworthy ones, which is why we thought it made sense for us to build for it.

Harris Kenny (02:37)
Not just because people ask for it but because they have users. But I think that Attio is opinionated and it’s kind of spiky and where it is different, where it does stick out, I think is really interesting.

Harris Kenny (02:47)
So, I mean, we’ve had a great experience working with the Attio community on the developer side. Their team has been really great but I’m excited to be working with you in 5050 because the partner ecosystem at Attio is really how people adopt these tools and how they get implemented and all the help with RevOps and things like that. So, writing some code is one thing, getting it in people’s hands is another.

Nacho Lafuente (03:03)
Yes, and I think that’s why 5050 Growth partners with Attio. There’s now a new wave of companies that use AI and they have different clients, different requirements. It’s not always people, companies, and deals, right?

Nacho Lafuente (03:26)
And all those emails need to be somehow synchronized with the CRM. Yeah, I was also onboarded to OutboundSync and you share a Slack channel with me.

Nacho Lafuente (03:39)
The onboarding was excellent and I’m sure that many of your future customers will have that same impression. Yeah, we’re super happy to partner with OutboundSync.

Nacho Lafuente (03:51)
The first Attio partner, I’m sure there will be many more to come. Yeah, maybe now for the first client and that we introduce Harris, do you have for many maybe offer for them?

Harris Kenny (04:05)
Yeah, absolutely. So first client that’s gonna be working with Nacho will be offering a free month of access to OutboundSync.

Harris Kenny (04:11)
And we’ll work together to help you get everything wired up. And I will say, while there are other Attio partners out there, I think that the combination of what you bring Nacho is really unique.

Harris Kenny (04:21)
There aren’t frankly a lot of people in the world that understand these two sets of skills around go-to-market engineering and outbound and CRM and RevOps, you know, if you think about that Venn diagram that overlap in the middle, it’s actually pretty small.

Harris Kenny (04:36)
There really aren’t that many people who are good at it. So we really are excited to be working with you specifically, you know, we’ve got to know you over the last few months and you just obviously know your stuff.

Harris Kenny (04:45)
So we’re excited to do that free month for people who are getting started. And you know, the main reason why is get those replies in the system and then turn those into revenue.

Harris Kenny (04:53)
So, you know, just sending out cold email for the sake of it, there’s lots of ways to do that, but if you’re a team, a growing team that has this sort of complex RevOps system that you want to build out and you want to get those leads and turn that into revenue, that’s what will hopefully help you build out and really appreciate the chance to chat about it.

Nacho Lafuente (05:09)
Awesome, Harris. Then yeah, the first client where we do a build-out and we use OutboundSync, we’ll get one month for free from the team at OutboundSync and yeah, just he’s super available on LinkedIn and on email or email me and we’ll make it happen. Thank you, Harris.