File-Based CRM Tools Research

· product-design, gtm

The Problem

Traditional CRMs treat records as rows in a database - structured fields only. But relationship context lives in unstructured notes, meeting summaries, and evolving documentation. Notion showed that each record could be a living document, but isn't purpose-built for CRM.

Key Question

Are there CRM tools that provide Notion-like document workspaces per record, but designed specifically for sales/relationship management?

Tools Evaluated

Nuclino - Best Document-First Approach

Core concept: Each CRM record is its own long-form document

Key features:

  • Track customer interactions within the record doc
  • Document client requirements collaboratively
  • Preserve context of every decision
  • Real-time collaborative editing with version history
  • Visual graph view showing relationships between items
  • Lightweight, explicitly "not bloated"

Pricing: From $6/month, free tier available

Source: Nuclino CRM

Attio - Purpose-Built CRM with Rich Notes

Core concept: Modern CRM with notes as first-class citizens

Key features:

  • Notes feature for unstructured info per record (call notes, meeting notes)
  • Each note links to specific record
  • Real-time collaborative editing
  • Record pages contain: meetings, emails, notes, tasks, files
  • Note templates for consistency
  • @mentions for cross-referencing records
  • Notes appear in activity feed even when mentioned (not directly attached)

Standout: Purpose-built for CRM, not adapted from general tool

Source: Attio Notes

Coda - Flexible Doc-Database Hybrid

Core concept: Build-your-own with connected tables and detail views

Key features:

  • Detail views/subpages per record possible
  • Connected tables: companies → contacts → interactions
  • Highly customizable layouts
  • Strong automation (buttons, integrations)
  • Not CRM-specific, requires setup

Trade-off: Power vs. out-of-box CRM workflows

Source: Coda CRM Gallery

Folk CRM - Lightweight Relationship CRM

Core concept: Contact-centric with centralized communication history

Key features:

  • Centralized email exchange history per contact
  • Custom fields, flexible structure
  • One-click data enrichment (Apollo, Clearbit, etc.)
  • Team collaboration with @mentions

Limitation: Less document-workspace focused, more pipeline/list oriented. No calendar sync or VoIP.

Source: Folk CRM

Capsule CRM - Traditional Contact Management

Core concept: Home for all contacts with activity tracking

Key features:

  • Record every interaction
  • Contact organization

Note: Less document-centric, more traditional approach

Source: Capsule CRM

Comparison Matrix

Tool Doc-per-record CRM-purpose Real-time collab Setup effort
Nuclino Full doc Template Yes Low
Attio Rich notes Built-in Yes Low
Coda Detail views DIY Yes High
Folk Email history Built-in Partial Low
Notion Full pages DIY Yes Medium

My Takeaways

  • Nuclino is the closest to "Notion but for CRM" - each record literally is a document
  • Attio is better if you want CRM-first with strong note-taking bolted on
  • The market gap: most CRMs still treat notes as an afterthought, not the primary workspace
  • Document-centric CRM matters for complex B2B sales where context > data fields

Questions/Follow-ups

  • How do these tools handle document search across all records?
  • What's the mobile experience like for quick note capture post-call?
  • How do they handle handoffs when a deal changes owners?

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