Do You Need an AI-Native CRM? The Honest Answer
Monaco just launched an AI-native CRM. Attio is growing fast with one. Every SaaS newsletter is declaring that AI-native CRMs will replace Salesforce and HubSpot.
The hype is loud. Let's cut through it.
The honest answer: probably not. But the reasoning matters more than the answer.
What "AI-Native CRM" Really Means
Let's define terms clearly:
Traditional CRM (Salesforce, HubSpot, Pipedrive): Built in the 2000s-2010s. Data structures designed for human queries. Manual data entry is the norm. AI features added later (Salesforce Einstein, HubSpot Breeze) but constrained by the original architecture.
AI-Native CRM (Monaco, Attio): Built in the 2020s with AI as the foundation. Data structures designed for machine learning. Automatic data capture. Intelligence surfaces proactively. The AI isn't a feature — it IS the product.
The architecture matters because it determines the ceiling. A traditional CRM can add AI features, but they'll always be limited by data models designed for a pre-AI world. An AI-native CRM doesn't have that constraint.
When You SHOULD Switch to an AI-Native CRM
✅ You have no CRM yet
If you're a brand-new startup and haven't committed to Salesforce or HubSpot, starting with an AI-native CRM makes sense. Why adopt 15-year-old architecture when you can start fresh?
Consider: Monaco (built-in, all-in-one) or Attio (standalone modern CRM).
✅ Your current CRM is a nightmare
If your team hates your CRM, no one updates it, and your data is garbage — maybe a fresh start is what you need. A new CRM won't fix bad habits, but a simpler, smarter one might reduce the friction that causes bad habits.
✅ You're spending more time managing the CRM than selling
If your CRM requires a full-time admin, complex workflows to do basic things, and your reps spend 30%+ of their time on data entry — the ROI case for switching might be there.
✅ You're small enough that migration is manageable
If you have 6 months of CRM data and 3 users, switching is a weekend project. The smaller you are, the lower the switching cost.
When You Should NOT Switch
❌ You have years of data in your current CRM
CRM data is an asset. Years of customer interactions, deal histories, pipeline analytics — that's institutional knowledge. Migration is possible but always lossy. Some context will be lost.
❌ Your team is trained and productive
Switching CRMs means retraining everyone. The productivity dip during transition can last months. If your team is productive on the current system, the switching cost may exceed the benefit.
❌ You have integrations built on top
Most B2B teams have 5-15 tools integrated with their CRM. Email, marketing automation, billing, support tickets, custom apps. Each integration needs to be rebuilt or replaced. That's months of work.
❌ You're evaluating based on hype, not need
"AI-native" sounds cool. But cool isn't a business justification. If your current CRM is working fine, switching to an AI-native CRM is a solution looking for a problem.
❌ The AI-native CRM is unproven
Monaco is in public beta. No G2 reviews. No public case studies. Betting your team's pipeline on unproven software is risky — especially when there are proven alternatives.
The Third Option: Add AI on Top
Here's what most teams miss: you don't have to choose between your current CRM and AI-native capabilities.
You can keep your existing CRM AND add AI-powered tools on top. This gives you:
- Zero migration risk — your data stays where it is
- No retraining — your team keeps using what they know
- AI capabilities — visitor identification, chatbot, smart dialer, daily playbook
- Best of both worlds — proven CRM + proven AI tools
How This Works in Practice
Your CRM (HubSpot/Salesforce): Handles contacts, deals, pipeline, reporting — what it's good at.
MarketBetter (on top): Adds what your CRM can't do:
- Website visitor identification — person-level data on who's browsing your site
- AI Chatbot (FloBot) — captures and qualifies inbound visitors 24/7
- Smart Dialer — AI-powered calling with scripts and intelligence
- Daily SDR Playbook — prioritized daily actions for every rep
- AI email automation — personalized outbound sequences
Everything syncs bidirectionally. Your CRM stays the system of record. MarketBetter adds the AI superpowers.
This is what AI-native should mean: not replacing your infrastructure, but making it intelligent.
The Decision Framework
Ask these questions:
-
Do I have an existing CRM?
- No → Consider AI-native (Monaco, Attio)
- Yes → Continue to question 2
-
Am I happy with my current CRM?
- No → Evaluate switching (but consider the migration costs)
- Yes → Continue to question 3
-
Do I need AI capabilities my CRM lacks?
- No → You're fine. Keep what you have.
- Yes → Add AI tools on top (MarketBetter)
For most teams, the answer is #3: keep your CRM, add AI on top.
What About Monaco Specifically?
Monaco's AI-native CRM is part of its all-in-one platform. It's interesting for seed-stage startups starting from zero. But:
- It's in public beta (risk)
- No visitor identification (gap)
- No multichannel outreach (gap)
- No chatbot (gap)
- No pricing transparency (friction)
- Startup-only positioning (limitation)
If you're evaluating Monaco's CRM specifically, compare it against:
- Attio — better standalone AI CRM
- HubSpot — proven, full-featured, free tier
- MarketBetter + your existing CRM — AI capabilities without CRM replacement
The Bottom Line
You probably don't need an AI-native CRM. You need AI-native capabilities — and you can get those without replacing your CRM.
Keep HubSpot or Salesforce for what it does well. Add MarketBetter for what it can't do: visitor identification, AI chatbot, smart dialer, and daily SDR playbook.
That's the honest answer.
MarketBetter adds AI-native capabilities to your existing CRM. Visitor identification, chatbot, smart dialer, daily playbook — all syncing bidirectionally with HubSpot and Salesforce. Book a demo.