Pipedrive Acquires Outfunnel, Bringing Its Top-Rated Marketplace App Home

Pipedrive, the easy and intelligent CRM for small and medium-sized businesses, today announced the acquisition of Outfunnel, an Estonian sales-and-marketing automation startup and the top-rated app on the Pipedrive Marketplace. Financial terms were not disclosed.

The acquisition solves a problem every growing business knows. Sales and marketing run on separate tools, with separate data. One team trusts the CRM. The other trusts the marketing platform. Nobody has the full picture.

Outfunnel already solved that for more than 500 businesses, syncing customer data between Pipedrive and marketing tools like Mailchimp and Klaviyo. In doing so, it became the highest-rated app on the Pipedrive Marketplace. Now, Pipedrive is bringing that technology directly into the platform, making it a built-in capability rather than an add-on customers have to go find.

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“A CRM that doesn’t connect with your marketing tools is only solving half the problem,” said Paulo Cunha, CEO of Pipedrive. “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.”

The acquisition also marked the return of Outfunnel co-founder Andrus Purde to Pipedrive, where he served as Head of Marketing in the company’s early days. He will join Pipedrive as a consultant to help guide the team behind one of the platform’s most-loved integrations. Outfunnel’s four team members will join Pipedrive as full-time employees. Purde’s brother, Urmas Purde, was one of Pipedrive’s five founders.

“Exits are a big part of startup life, but it seems mine is through a revolving door,” said Andrus Purde, co-founder of Outfunnel. “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”

Outfunnel will keep operating during a transition period, with no disruption to existing customers. Pipedrive plans to rebuild the platform’s core capabilities natively over the coming months.

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