Why we built BoomSauce

Cold outreach has a stack problem.

The default modern setup looks like this: a CRM (Salesforce, HubSpot, Attio), a lead database (Apollo, ZoomInfo, Clay), an enrichment layer, a sequencer (Lemlist, Smartlead, Outreach), a warmup tool (Mailwarm, Smartlead-bundled), a domain registrar (Namecheap, Cloudflare, GoDaddy), DNS (Cloudflare, the registrar), an ESP (SendGrid, Postmark, AWS SES), and inbox routing (Google Workspace, Microsoft 365).

Every one of these tools assumes the others will hand it good inputs. None of them are responsible when something breaks.

You discover this when reply rates start dropping for no obvious reason. The sequencer says everything is fine. The warmup tool says everything is fine. The lead database says everything is fine. Meanwhile, your DKIM records expired six weeks ago because the rotation script ran out of API quota at the registrar — and the only place that information existed was a Slack notification nobody saw.

This was the original BoomSauce thesis: the tooling fragmentation is the deliverability problem. Not the algorithms. Not the AI features. The fact that the boundaries between tools are exactly where reputation goes to die.

So we built a single platform that owns the rails end-to-end:

- Domain registration and DNS configuration in one click - Mailbox provisioning with auth pre-baked - Warmup peering on a private P2P network we operate - Send-time domain rotation that's not optional - Per-mailbox reputation tracking surfaced in the same dashboard - Daily SendGrid stats reconciliation so reputation drift is visible within 24 hours

We left the lead database to Apollo. We left the CRM to your existing CRM. We left AI personalization to the layer that's actually good at it (Clay, OpenAI direct, your prompt engineering). The platform is the rails. The rest of the stack still works the way it always did.

The pricing model is wallet-based, pay-as-you-go, no per-seat fees. This is the second-most-important decision after consolidation: per-seat pricing is a tax on growth. Every time you add an SDR, you've already paid the next tool a percentage of their salary. Wallet pricing flips it — you pay for what you actually use, and you pay less when you scale because the marginal cost curve is flat.

We're early. The benchmarks page (live numbers from anonymized network data) tells the truth about our scale. The product is being used by working teams every day. Migration paths from Apollo, Lemlist, Smartlead, and Instantly are documented. The partner program is open.

If you've been gluing together five tools to do what should be one tool, we'd like to hear from you.

— Michael