Novrith

Revenue Engine

How Lemonet turned disconnected funnels into a PLG-ready Revenue Engine on Attio

A conversation with James Devlin, Founder & CEO

Challenge

Lemonet's go-to-market lived across disconnected tools (Perspective, Clay, HeyReach, the product itself) with no shared lifecycle or health model. Product signals, outbound activity, and enrichment existed but couldn't combine into one decision-grade view of where each account stood.

Solution

We built an Attio Revenue Engine that treats the data model as the core product: a clean company-and-customer model with users and workspaces, a single lifecycle with health fields, and event-driven workflows, structured to serve both the managed service today and PLG tomorrow.

Results

  • Attio became the single source of truth across accounts, people, and product workspaces, with a clear split between Company, Customers, People, Users, and Workspaces.
  • Lead, customer, and product journeys are described by explicit statuses (lifecycle stage, usage health, churn risk, account health) that automations update and teams trust.
  • Inbound, outbound, and product events land in one architecture, so follow-up is prioritized by real behavior instead of scattered spreadsheets.
  • Leadership shares a concrete model for graduating from a services-heavy motion to PLG, with Attio structured to support both rather than be retrofitted later.
We loved working with Marco! He has exceptional attention to detail, a grasp of automations and data flows, and brings real rigour to how he works. Our data and acquisition flows were fragmented. Our goal is to reach PLG in 12 months and thanks to Marco, we now have the data model to do it. Still working together!
James Devlin, Founder & CEO

Needs and objectives

Lemonet didn't just need better reports or more enrichment. They needed Attio to become the backbone of their revenue model, for both today's managed service and tomorrow's PLG product.

  • Turn Attio into the single source of truth for companies, customers, people, users, and workspaces.
  • Define a clear company-level lifecycle with health fields that automations can reliably update and teams can trust.
  • Connect inbound, outbound, and product events into one architecture so follow-up is driven by real behavior, not scattered checks.
  • Design a data model that supports the current service-heavy motion and the future PLG motion without needing to be rebuilt later.
  • Treat data architecture as a core product asset, not an afterthought behind campaigns and workflows.

From fragmented funnels to a system-first PLG Revenue Engine

Lemonet's story isn't about adding another outbound or enrichment tool. It's about treating revenue data as a product, then using Attio to turn that product into a reliable decision engine for both today's managed service and tomorrow's PLG motion.

Before this work, the company was running strong campaigns on top of a fragile foundation: Perspective captured leads, Clay enriched prospects, HeyReach ran outbound, and the product generated rich activity data, but none of it added up to a coherent picture. Simple questions like "which accounts should we prioritize this week?" or "which free workspaces show real intent?" required manual digging across tools.

For B2B SaaS teams moving toward PLG, the lesson is simple:

  • Fragmented funnels hide value: every unaligned tool adds friction between signals and action.
  • Without a shared lifecycle and health model, automation is guesswork, not strategy.
  • Investing early in a PLG-ready data model on Attio makes it possible to scale from services to self-serve without rebuilding the CRM every time the motion changes.

By designing the data model first and then wiring events, enrichment, and outbound into it, Lemonet turned Attio into a strategic asset: every touchpoint now lands in a single architecture, lifecycle and health fields move with real behavior, and leadership can steer the shift to PLG based on the same view of reality.

Recognize parts of Lemonet's story in your own B2B SaaS business?

If you are running a SaaS motion, blending inbound, outbound, and product signals, or shifting from a services-heavy model toward PLG, with the work spread across disconnected tools, scattered spreadsheets, and ad-hoc checks across the funnel, it's a sign you have a system design problem, not a tooling one.

Novrith designs and implements Revenue Engines on Attio that turn fragmented funnels into decision-ready systems: unified data models across companies, people, users, and workspaces; lifecycle and health fields that automations can trust; and event-driven workflows that surface which accounts deserve attention next.

Let's talk about what a similar Revenue Engine for your SaaS business could look like.