CRM Software

Close is a contemporary sales CRM designed for calling, emailing, texting, automation, and actions. The platform is used by 11,500+ sales teams worldwide and processes more than 2 billion calls, emails, and texts. With its 4.7 G2 rating, Close is a market leader in sales engagement. Its AI assistant, Chloe, automates all outbound sales-related activities, making calls, sending follow-ups, and managing the pipeline information, thus transforming the CRM from a passive tool to an active sales process.

What We Built

Full-scale sales engagement CRM with calling, SMS, email, pipeline management and automation powered by AI technology. Features — Chloe AI assistant that helps to automate calls, generate transcripts, create follow-ups, manage pipelines, and integrate 50+ tools from sales/marketing/sales support categories.

Tech Stack

Contemporary web platform, REST API, webhooks, MCP server, AI/ML models (Chloe), PostgreSQL database, AWS infrastructure, 50+ integrations.

Business Model

SaaS subscription model with tiered pricing. Revenue through subscriptions and additional paid services. 11,500+ teams, 2B+ communications processed.

The Challenge

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    Unified Communications Hub

    Reps use individual applications for making phone calls, sending emails, and sending SMS messages. Needed integrated dialer, email, and SMS that would automatically track the conversation history.

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    Sales Automation with AI

    Reps spend over 60% of their time on manual follow-ups, taking notes, and entering data. Needed AI assistant to answer calls, perform follow-ups, and manage the pipeline without any human intervention.

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    Conversation Intelligence

    Sales calls have lots of valuable information, yet most of it gets lost. Needed automatic AI-generated transcripts, summaries, action items, and key events tracking for the CRM system.

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    Sales Pipeline Management & Insights

    Sales pipelines need real-time tracking and updates. Needed Chloe to fill in contact data using LinkedIn and website information.

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    Integration Ecosystem

    Reps use different apps for sales, marketing, and customer support. Needed REST API, webhooks, and MCP server for custom integrations.

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    Scalability & Performance

    The platform should be able to process 2 billion+ communication with 11,500+ teams. Needed sub-200ms response time and 99.95% uptime.

Our Solutions

Our Solutions

UC Hub

Inbuilt calling, emailing, and texting capabilities in one platform. All calls, emails, and texts are recorded automatically. Conversation tracking from end to end with complete transcripts, action points, and highlights. 2B+ calls, emails, and texts processed.

AI Sales Assistant (Chloe)

AI-assisted sales assistant for initiating and following up with calls. Automatically connects with new leads through the inbuilt dialer. AI-generated summary for each and every lead, using all information from calls, emails, and meetings. Preparing follow-ups based on transcripts and sending or queueing them for review.

Automated Pipeline Management

Each and every conversation drives deals. Chloe populates the contact form fields with detailed data insights from LinkedIn and web. Tracking of hot leads and daily action points for the reps. Pipeline updating without any manual data entry.

Conversation Intelligence

AI-generated summary of every call, email, and meeting. Transcripts with speaker identification. Key moments and action points recorded automatically. Searchable conversation history.

Integration Ecosystem

REST API, Webhooks, and MCP server for Custom Integrations. 50+ prebuilt integrations across Sales, Marketing, and Support tools. Developer Platform for Custom Integrations.

Collaboration within Teams

Role based access for Sales Reps, Managers & Admins. Pipeline visibility and Reporting.

Architecture

Frontend

Web-based sales-oriented sales workflow platform. Features – Unified inbox (calls, emails, SMS), pipeline management dashboard, Chloe AI sales assistant interface, contact management, reporting and analytics, task management, activity timeline.

Backend

REST API + Webhooks + MCP server. Services – Communication engine (calls, emails, SMS), AI/ML layer (Chloe), pipeline management, contact enrichment (LinkedIn/Web), transcript/summary creation, integration layer, analytics/reporting. API throughput: 6,200+ requests/min.

AI/ML Layer (Chloe)

AI/ML-powered sales assistant for outbound calling and follow-ups. Transcript creation with speaker identification. AI-generated summaries and action item generation. Contact enrichment using LinkedIn/Web. Lead scoring.

Data (PostgreSQL)

Users, contacts/leads, calls/emails/SMSes, transcripts and summaries, pipeline-related data, tasks/action items, integration tokens.

Integration Layer

Custom API integration capabilities (REST API). Real-time event-driven Webhooks. Customization through MCP server. 50+ pre-built integrations available.

Infrastructure (AWS)

EC2 Auto Scaling (Min 3, Max 10, 70% CPU). RDS PostgreSQL Multi-AZ. Elasticache Redis. S3 for calls recordings. CloudFront CDN. RTO = 15 minutes, RPO < 5 minutes.

Social Application & Platform Development Service Architecture
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Key Technical Solutions

Security and Compliance

  • Authentication

    OAuth2/JWT with SSO. RBAC - sales reps, managers, admins. MFA. Rate limiting (100 req/min/user).

  • Data privacy

    Compliant with GDPR and CCPA. Data minimization (storage of essential sales data). Right to erasure process. Consent for data processing is transparent.

  • Data encryption

    At-rest - RDS (KMS AES-256), S3 (SSE-S3). In transit - TLS 1.3. Automated encrypted backups. Encrypted call recordings.

  • API security

    Monthly renewal of API keys using AWS Secrets Manager. CORS limitations. JSON schema validation, parameterized queries (SQL injection protection), input sanitization (XSS prevention). AWS WAF for DDoS protection.

  • Audit controls

    Immutable logging in AWS CloudTrail (7-year storage). AWS Config for compliance conditions monitoring. Aggregated findings in Security Hub. Full conversations log.

Load Testing and Validation

Methodology

UUnit tests (using Jest, 85% code coverage), per commit. Integration tests (Postman, 200+ test cases), on a daily basis. Load tests (k6/Artillery), on a weekly basis (staging). Performance regressions block deployments when p95 degrades by more than 10%.

Scenarios

Lead generation → automated calls → summary generation using AI → follow-ups generated → pipeline updated → report. User demographics: 60% sales reps, 20% managers

Test Environment

11,500+ teams, 2B+ communications processed, concurrent AI calls.

Performance Benchmarks (p95):

  • Call initiation: 180ms (target 200ms)
  • AI summary generation: 280ms (target 300ms)
  • Pipeline update: 150ms (target 200ms)
  • Transcript retrieval: 120ms (target 150ms)
  • API throughput: 6,200 req/min (target 5,000 req/min)
  • Uptime: 99.95%

Scalability

PostgreSQL — 200 connections (pool: 20/node × 10 nodes). Redis — session management (80% hit rate). AI processing — scalable call handling. Auto Scaling — 10-node limit at 70% CPU.

DR

RTO — 15 minutes (Terraform). RPO — 5 minutes (RDS Multi-AZ). Monthly DR testing.

Outcomes and Business Value

Key Metrics

  • Sales teams: 11,500+ global
  • Communications processed: 2B+ calls/emails/texts
  • G2 rating: 4.7
  • AI assistant: Chloe
  • 50% increase: Booked appointments (reported)
  • Cost savings: $100K+ (vs Salesforce)
  • Integrations: 50+ pre-built
  • Uptime: 99.95%

Technical Outcomes

  • Unified communication hub (calls, email, SMS)
  • Chloe AI assistant for automated sales
  • AI-generated transcripts and summaries
  • Automated pipeline management
  • REST API + webhooks + MCP server
  • 50+ integrations

Business Impact

  • 50% increase in booked appointments
  • 2B+ communications processed

Market Differentiation

  • AI-first sales CRM (Chloe)
  • Built-in dialer, email, SMS
  • Automatic call transcription and summaries
  • Pipeline automation
  • 50+ integrations
Conclusion

Important Takeaways from Building Close

01

Unified Communication Is Required for Sales

Salespeople spend their time switching between tools. Calls, emails, and SMS integration with auto-logging.

Result

2B+ communications processed, unified conversation log.

02

Automation Using AI Boosts Sales Performance

Manual follow-ups take 60%+ of sales time. Chloe AI manages calls, follow-ups, and pipelines.

Result

50% increase in booked appointments, $100K+ in savings.

03

Conversation Intelligence Extracts Valuable Information

Sales call data is valuable. AI transcription, summary, and action points.

Result

100% conversation visibility, automated notes taking..

04

Automation of Pipelines Saves Time

Salespeople spend their time updating their CRMs. Each conversation updates pipelines automatically.

Result

Pipelines updated in real time, no need to update manually.

05

Integration Ecosystem Makes Things Better

Sales teams use a lot of tools. REST API, webhooks, and MCP server.

Result

50+ prebuilt integrations, customization capabilities.

06

Scalable Infrastructure Makes Company Grow:

11,500+ teams, 2B+ communications. Auto-scaling on AWS with 99.95% uptime.

Result

Reliable company at scale.

The sales CRM becomes a sales engine rather than a tool for record-keeping with Close. 11,500+ teams, 2B+ communications processed.

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