What a shared inbox fixes that a CRM alone does not
A CRM records what you meant to do. The inbox is what actually happened. When they are separate, the second one is the truth and nobody can see it.
Sales infrastructure for teams that have to grow this quarter
Get found.
Get replies.
Get the meeting.
The whole acquisition stack in one place — SEO that writes itself, agents that follow up for weeks, email, SMS, WhatsApp and calls in one conversation, and a pipeline that knows where every name came from. Sent from your own AWS account.
No card required
Your AWS, your data
Nothing sends without your say-so
One lead, end to end
1
Found you
“crm migration from spreadsheet”
An article the SEO agent wrote, ranking on page one. Source recorded against the name.
2
Captured
Dana Whitfield
Filled the form on that page. In Leads nine seconds later, tagged with what she read.
3
Worked
4 emails · 1 SMS · 19 days
The agent wrote each one from what had happened so far. You approved the first three.
4
Handed over
“Can you do next Tuesday?”
She replied. The agent stopped mid-sequence and put her in front of a person.
The whole stack, included
Everything between a stranger
Everything between a stranger
and a signed deal.
Content, search, forms, campaigns, agents, four channels, a pipeline and the API to drive all of it. Not a starter tier with the useful half sold separately.
New
SEO Agent
Reads your competitors and your Search Console, works out what is worth writing, writes it, and publishes it to your site. Rankings you did not have to chase.
Resources & Feeds
One library, emailed to a contact on Monday and on your website on Tuesday. Server-rendered, so search engines read it on the first fetch.
Website Traffic
Who came, what they read, and which page was open when they filled the form. Every lead carries the reason it exists.
Contacts & Leads
Lists, tags, sources and a timeline per person. Import a spreadsheet or catch them from a form — either way the source sticks.
Questionnaires
Forms that qualify while they capture. The answers land on the contact, so the first reply already knows what they need.
Catalogues
What you sell, priced and described once, so a quote and an agent's answer say the same thing.
New
AI Agents
A goal, a knowledge base and limits you set once. It writes each message from what has happened so far, and hands over the moment somebody replies.
Campaigns
Sequences with delays, branches and auto-stop on reply. Tracking, unsubscribe handling and suppression are not add-ons.
Automations
When this happens, do that. A form submitted, a tag added, a deal moved — the follow-up starts without anybody watching for it.
Email, from your own AWS
Your SES, your domain, your sending reputation. One CloudFormation stack sets up DKIM and DNS, and nobody else's volume can hurt your deliverability.
SMS & WhatsApp
The channels people actually answer, in the same thread as the email that came before. Templates, opt-outs and delivery states handled.
Calling
Dial from the contact record. The call, its outcome and its notes land on the same timeline as everything else.
Deals Pipeline
Stages, values and owners, with the whole conversation attached. No copying a won lead into another system.
One Inbox
Every reply across every channel in one view, against the person who sent it — not four tabs and a guess about who said what.
New
REST API & MCP Server
Scoped, revocable tokens over the whole product — and an MCP server, so Claude can run it in chat. The same limits apply to a tool call as to a button.
White Label & Partners
Run it under your own brand and manage every client organization from one account. Built for agencies, not bolted on for them.
Roles, Audit & Teams
Per-feature permissions, an audit trail of who did what, and organizations that cannot see each other's data by construction.
Which of these your plan switches on is the only thing that changes between tiers. Ask what yours includes →
How acquisition actually runs
Four stages. No handoffs between tools.
Most teams own something good for each of these and a spreadsheet for the gaps between them. The gaps are where leads go cold and where nobody can answer which channel paid for itself.
01
Be found
The SEO agent finds the questions your buyers type, writes the answers, and publishes them where a crawler reads them on the first fetch.
SEO Agent · Resources · Feeds
02
Capture with context
Forms and questionnaires that qualify as they capture. The page they were reading is recorded against the name, so nobody opens with a blank.
Questionnaires · Traffic · Sources
03
Work them patiently
An agent writes the second, third and fourth message nobody remembers to send — each from what has happened so far, not from a template.
Agents · Campaigns · Automations
04
Hand to a person
The moment somebody replies, the sequence stops and a human takes it — with the whole thread, the source and the answers already on screen.
Inbox · Deals · Calling
Because it is one system, the article that earned the click is attached to the deal that closed. That question — which of this actually paid for itself — is the one a stack of four tools can never answer.
Acquisition that compounds
Rank for the questions
Rank for the questions
your buyers actually type.
The SEO agent reads the sites that outrank you and your own Search Console, works out what is worth writing, writes it, and publishes it. Outbound stops the day you stop paying for it. This does not.
- No keyword subscription. Scores are measured from competitor coverage and your own Search Console — never a number the model made up.
- Indexable on the first fetch. Rendered on your server, not assembled by JavaScript a crawler may never run.
- One-click rollback. Take back everything it published in a window. Nothing is deleted, and it never touches what a person wrote.
Topics it found
from 4 competitor sites
92
How to choose a CRM for a small sales team
2,400 impressions, ranking 14 — just off page one. 2 competitors cover it, you don't.
78
Sales pipeline stages that match how deals really move
880 impressions, ranking 22. 1 competitor covers it.
Published · 1,440 words
Written, checked against your knowledge base, and live on your site.
Dana Whitfield
Waiting for you
1
Day 0 · Email — sent, opened twice
2
Day 4 · Email — sent
3
Day 11 · SMS — sent
Why this message, now
She read the pricing page twice after the second email but has not replied. This one asks a question instead of pitching, and references the migration guide she downloaded.
Approve & send
Edit
The follow-up nobody sends
Patient for weeks.
Patient for weeks.
Out of the way in seconds.
Most deals are lost to the fourth message that never went out. An agent writes each one from what has actually happened — what they opened, what they downloaded, what they said — and shows you its reasoning before it sends.
- It may only say what you gave it. Claims are checked against your knowledge base, so it cannot invent a feature you do not have.
- Drafts until you trust it. Read a handful. When they stop surprising you, switch auto-send on — the limits stay either way.
- It knows when to stop. A reply ends the sequence and hands over. A message sent to fill a quota is worse than silence.
Infrastructure, not a wrapper
Your AWS. Your domain.
Your AWS. Your domain.
Your reputation to keep.
Mail goes out through your own SES and models run on your own Bedrock account. Nobody else's sending can damage your deliverability, and your prospect data never leaves your account to be processed.
One stack, then done
A single CloudFormation launch sets up sending, verifies the domain and publishes DKIM into Route 53 for you. The link is quick-create, so it can never alter a role you already have.
Drive it from Claude
An MCP server over the whole product, and a REST API under it. The guardrails sit below all three surfaces, so a tool call is refused by exactly the rules a button is.
Built for agencies
White-label it, run every client from one account, and switch between organizations without logging out. Partner management is a feature, not a professional-services engagement.
AWS Partner
For eligible startups
Get up to $10,000 in AWS credits to start
Running on your own AWS account sounds like a second bill. For most startups it is not one for a long while — we are an AWS partner and can put eligible teams forward for Activate credits, which cover the sending and the model usage while you prove the thing out.
Credits are awarded by AWS on their own terms and eligibility rules — typically early-stage companies that have not had them before. We make the introduction and help with the application; the decision is theirs.
Built For You
For teams who own the number.
Straightline suits people who need the whole path visible, not another dashboard to reconcile.
Revenue operations leads
You are asked every month which channel worked. Straightline keeps the source attached from the first click to the closed deal, so the answer is a query rather than a reconstruction.
Founder-led sales teams
Too small for a full CRM rollout, too busy to lose leads in an inbox. Set up the forms once and the follow-up keeps happening while you build the product.
Agencies and partners
Run every client in its own workspace, with its own forms, sources, sending identity and roles — and share a source across workspaces when a campaign spans several.
Technical teams
Everything the interface does, the API does — and the MCP connector puts the same surface in front of Claude. Automate the parts you would otherwise click.
TechRep Network
Partner
Need salespeople? Get commission-only reps.
A curated network of remote tech sales professionals who bring their own relationships. Submit a brief, get matched in days, and pay on closed business rather than on salary while you find out whether somebody other than you can sell it.
- Commission-only — no retainer
- Registered deals, so nobody argues later
- Brief to matched rep in days
Find reps
techrepnetwork.com
Roadmap
What we're building next
Straightline already runs the loop from capture to closed. These are the pieces coming after it — listed here as plans, not as features you can use today.
Planned
Email marketing campaigns
Send a sequence to a whole audience rather than one contact at a time — a real campaign object with recipient state, per-campaign stats and auto-stop on reply.
Planned
Newsletters
Regular broadcasts to a subscriber list built from the same contacts and tags you already maintain, using the resource library as its source material.
Planned
The relationship agent
Give a client a goal and let an agent keep the contact going towards it — reading the timeline, choosing the next touch, and handing back to a human when it matters.
Want to shape one of these? Tell us which and we'll bring you into the early group. Get in touch.
Questions before you start?
The ones people actually ask on the first call.
Will the AI send something embarrassing to a real customer?
Not without you letting it. Every agent starts with auto-send off, so each message waits in a queue with the agent's own reasoning next to it. When the drafts stop surprising you, you switch it on — and the limits stay: a hard cap per person, a minimum gap between messages, a daily ceiling, and claims checked against the knowledge base you gave it. Those are enforced in code, not asked of the model.
Do I need an AWS account?
You can start without one. Connecting your own is what gets you your own sending reputation and your own model bill rather than a shared one, and it is a single CloudFormation launch when you want it. Teams sending at any volume should do it; teams trying the product out do not have to.
How is this different from a CRM plus an outreach tool?
The joins. Two good tools can do most of this; what they cannot do is tell you that the article somebody read in March is attached to the deal that closed in June, or stop a sequence the instant a reply lands in a different system. Everything here shares one record of a person, so the handoffs that normally live in a spreadsheet do not exist.
Will AI-written articles hurt my site?
They can, if you publish six in an afternoon about topics nobody searches for. So the agent has a monthly cap and a minimum number of days between articles, it may only link to your own domain and sources you listed, and it may only claim things in your knowledge base. Topics come from measured evidence — competitor coverage and your own Search Console — not from a model's guess at what is popular. And if you dislike the result, one button takes back everything it published in a window.
Can I run it for my clients under my own brand?
Yes. White-label and partner management are features of the product: one account, a separate organization per client, switching between them without logging out, and data that cannot cross between them by construction.
What happens to my data if I leave?
It comes with you. Every object is readable over the REST API with a token you control, so an export is a script rather than a support ticket. If you connected your own AWS, the sending identity and the domain were always yours.
Resource Library
The library, served from the CRM
This section is not hand-written. It is the same resource library our sales team sends from, published straight to the page — which is exactly what your resources section can do too.
Attribution that survives a nine-month sales cycle
Last-touch attribution says the demo request worked. It was the article they read in February. Here is how to keep the thread intact without a data team.
The hidden cost of four tools and a spreadsheet
Each tool is good. The cost is not the subscriptions — it is the joins between them, which are done by people, badly, and only when somebody remembers.
Onboarding a rep in a week, not a quarter
Most ramp time is spent reconstructing context that already exists somewhere. If it is written down once, a new rep can be useful on day three.
Commission-only reps: when it works, and when it wastes a year
It looks like free sales capacity. It is not — it is a different trade, and it only pays off when you can give a rep something they can sell without you in the room.
When to hire your first salesperson — and what to hand them
Hire too early and they fail at a job nobody has done yet. The signal is not revenue, it is whether the founder can describe what works in a way somebody else could repeat.
Cold outreach when nobody has heard of you
The playbooks are written for companies with a brand. Without one, the thing that gets a reply is being specific enough that it could not have been sent to anyone else.
What to publish before you have anything to say
Content marketing advice assumes a case study you do not have. Here is what to write in the first six months, and why the question people type matters more than the thing you want to say.
Your first ten customers will not come from a funnel
Founders build a funnel before they have anything to put in it. The first ten come from conversations you can count, and that changes what you should actually set up.
Get In Touch
Start the conversation
Tell us how leads reach you today and we'll show you what Straightline would do with them. This form is itself a Straightline capture form — your message arrives as a lead.
Get found. Get replies.
Get the meeting.
Start with one agent and one list. It drafts, you approve, and nothing goes out until you say so.
No card required
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Your AWS, your data
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Export over the API whenever you like