WHITE-LABEL
A portal that is Wordsmith's
Wordsmith's domain, sign-in page, logo and stage names. Partners never see Airstride.
CUSTOMER STORY
How Wordsmith runs its partner channel on Attio, under its own brand
Wordsmith is the AI platform built for in-house legal teams. As it brought on resellers, referral partners and alternative legal service providers, Airstride gave it a partner portal on its own domain, deal registration that syncs both ways with Attio, and account mapping partners can run from a spreadsheet.
Book a Demo“Our partners sign in to Wordsmith, not someone else's tool. A deal they register lands in Attio at the right stage, already tagged as a partner referral, and stays in sync from there.”
01THE CHALLENGE
A partner programme that had to fit Attio, not sit beside it
Wordsmith's revenue team runs on Attio. Its partner channel was growing across three kinds of partner: resellers, referral partners and alternative legal service providers. Each partner deal needed to reach Attio at the right stage, with the right attribution, so the team could see what the channel was really bringing in.
Two things were fixed from the start. Partners had to see Wordsmith, not a third-party tool. And a deal changed in Attio had to change everywhere else too, or the team would end up keeping two pipelines.
02THE SOLUTION
A white-labelled portal, wired into Attio both ways
Partners sign in at partners.wordsmith.ai, on Wordsmith's own sign-in page. Nothing in the portal points back to Airstride, and the deal stages partners see carry Wordsmith's own names.
Deal registration syncs both ways with Attio. Stages are matched by name, so a deal registered at SQL arrives in Attio at SQL, and stage, value and qualification fields stay in step whichever side changes them. Every partner deal arrives tagged Inbound - Partner Referral, with the referring partner recorded against it. The registration form asks for what Wordsmith qualifies on: HQ, revenue and legal team size.
03THE RESULTS
Partner deals that land in Attio already attributed
Partner deals no longer need re-keying or re-tagging. A registration lands in Attio at the right stage with its attribution set, and Wordsmith approves it straight from the email alert.
Account mapping works without asking partners to connect their CRM. A partner uploads a spreadsheet of accounts, Wordsmith uploads its own, and both sides see where they overlap. That mattered for partners who keep their CRM closed for security reasons.
04WORKING WITH AIRSTRIDE
How fast do requests get shipped?
Most of the time, within 24 hours. When Wordsmith asks for a new feature or flags a bug in the shared Slack channel, the fix is usually live the next day.
Matching Attio stages by name and tagging every partner deal as a referral were both asked for on a bank holiday and were live and tested by the next afternoon. The programme has been shaped around how Wordsmith actually runs its channel, one request at a time.
WHAT THEY USE
The pieces of Airstride doing the work
Four capabilities Wordsmith uses to run its partner channel without a second pipeline.
ATTIO SYNC
Two-way, matched by stage name
Stages, values and qualification fields sync both ways, so a change in Attio shows in the portal and the other way round.
DEAL REGISTRATION
Attributed the moment it lands
Partner deals arrive tagged Inbound - Partner Referral, with the referring partner recorded and Wordsmith's own qualifying fields filled in.
ACCOUNT MAPPING
Overlap from a spreadsheet
Partners upload a list of accounts instead of connecting their CRM, and both sides see the accounts they share.
INTEGRATIONS
Connected to the CRM Wordsmith already runs on
Partner deals write to Attio at the right stage with attribution set, and changes made in Attio flow back to the portal.
Attio
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