Is the traditional CRM model finally being disrupted?

I’ve been tracking Attio's push into the CRM space.

The company bills itself as an 'AI-native CRM.' I’m actually not sure that label helps, and I prefer Crunchbase's short description of a software company that builds data-driven and customizable CRM.

Founded in 2019 and based in London, Attio has already raised $64M and has 95 employees on LinkedIn.

Now, I’m seeing other companies emerging in that "next-gen CRM" realm — Areo, ReevoAI, Skarbe — each approaching it with similar design principles.

I think of them as modern GTM platforms that go beyond managing leads and opportunities. They:
1) Remove the dependency on the rigid lead-contact-account-opportunity data model
2) Offer flexible, extensible data structures
3) Natively capture all seller and buyer interactions—call and meeting recordings, emails, calendar events
4) Store everything in one unified, queryable data store

For decades, sales solutions have been designed as overlays to CRM systems, keeping the CRM as the system of record while introducing their own data stores.

These new platforms promise to let you bake modern workflows directly into them without adding yet another application.

Is that compelling enough to make the switch?

Curious to hear what you think of this approach