Pipedrive has acquired Outfunnel, an Estonian sales and marketing automation startup whose application is the highest-rated offering on the Pipedrive Marketplace. Financial terms of the transaction were not disclosed.
Outfunnel’s technology synchronizes customer data in real time between customer relationship management systems and marketing platforms. Its integrations connect Pipedrive with tools including Mailchimp and Klaviyo, allowing sales and marketing teams to work from a more consistent view of customer activity.
Pipedrive plans to integrate Outfunnel’s core capabilities directly into its CRM, converting functionality that customers previously accessed through a separate application into a native part of the platform.
The acquisition is intended to address the operational complexity created when sales and marketing departments use separate systems with disconnected customer information.
Pipedrive said bringing the technology into its core product will reduce the need for customers to discover, install and manage an additional integration.
Outfunnel currently serves more than 500 businesses and has also worked with CRM platforms including HubSpot and Copper.
The company was founded in Estonia in 2018 by Andrus Purde, Markus Leming and Andris Reinman.
Outfunnel raised a $2.4 million pre-seed round led by SquareOne VC and byFounders. Other participants included United Angels, Spring Capital, Lemonade Stand and several angel investors.
Outfunnel will continue operating during a transition period, with Pipedrive expecting no disruption for existing customers.
Pipedrive plans to rebuild Outfunnel’s primary capabilities natively within its platform over the coming months.
Outfunnel’s four employees will join Pipedrive as full-time team members.
Co-founder Andrus Purde will return to Pipedrive as a consultant and help guide the integration. Purde previously served as Pipedrive’s Head of Marketing during the CRM company’s early years.
His brother, Urmas Purde, was one of Pipedrive’s five founders.
The acquisition adds technology that supports Pipedrive’s broader strategy of serving as a centralized source for customer and transaction data while automating workflows for small and medium-sized businesses.
Founded in 2010, Pipedrive provides CRM software used by more than 105,000 companies across over 180 countries.
The platform gives sales teams visibility into their pipelines, automates manual tasks and recommends actions intended to keep transactions progressing.
Pipedrive is headquartered in New York and is backed by majority shareholder Vista Equity Partners and other technology investors.
KEY QUOTES:
“A CRM that doesn’t connect with your marketing tools is only solving half the problem. Outfunnel had already solved the hardest part: keeping sales and marketing data synchronized in real time. But it remained a separate app that customers had to discover, set up and manage.”
“For businesses, every additional tool adds complexity. By bringing Outfunnel directly into Pipedrive, we’re removing that burden and making connected sales and marketing a seamless part of the core experience.”
Paulo Cunha, CEO of Pipedrive
“Exits are a big part of startup life, but it seems mine is through a revolving door. As a recovering marketer, I’ve always found disconnected sales and marketing workflows deeply frustrating.”
“Joining forces with Pipedrive gives us the opportunity to help solve that problem at scale.”
Andrus Purde, Co-Founder of Outfunnel
