Outfunnel Co-Founders Markus Leming and Andrus Purde
Sales and marketing teams often rely on separate software platforms, creating disconnected customer data and manual workflows that can slow growth for small and midsize businesses. Pipedrive is addressing that challenge with the acquisition of Outfunnel, an Estonian sales and marketing automation startup whose integration has become the highest-rated app on the Pipedrive Marketplace.
Financial terms of the transaction were not disclosed.
Outfunnel has built its business around synchronizing customer information between Pipedrive and marketing platforms including Mailchimp and Klaviyo, giving businesses a more unified view of customer activity. The company serves more than 500 businesses, and its technology will now become part of Pipedrive’s core platform instead of remaining a standalone marketplace application.
Pipedrive said the move is intended to simplify operations for growing companies by eliminating the need to discover, configure and manage an additional integration. Embedding Outfunnel’s capabilities directly into the CRM is expected to provide customers with native sales and marketing synchronization, reducing complexity while improving visibility across customer interactions.
“A CRM that doesn’t connect with your marketing tools is only solving half the problem,” said Paulo Cunha, CEO of Pipedrive. He said Outfunnel had already addressed the challenge of keeping sales and marketing data synchronized in real time, but customers still needed to install and manage a separate application. Integrating the technology directly into Pipedrive, he added, will make connected sales and marketing a standard part of the platform experience.
The acquisition also brings Outfunnel co-founder Andrus Purde back to Pipedrive, where he previously served as Head of Marketing during the company’s early growth. Purde will return as a consultant to support the team responsible for one of Pipedrive’s most widely used integrations, while Outfunnel’s four employees will join Pipedrive as full-time staff. Purde’s brother, Urmas Purde, was one of Pipedrive’s five co-founders.
Reflecting on the acquisition, Andrus Purde said the fragmented nature of sales and marketing systems has long been al allow the team to address that challenge on a broader scale by making integrated workflows available to more customers
Outfunnel will continue operating during a transition period, and Pipedrive said existing customers should not experience service disruptions. Over the coming months, the company plans to rebuild Outfunnel’s core functionality as native features within the Pipedrive platform.
Founded in Estonia in 2018 by Andrus Purde, Markus Leming and Andris Reinman, Outfunnel develops software that synchronizes customer data between CRM systems and marketing platforms. In addition to Pipedrive, its integrations support platforms including HubSpot and Copper. The company previously raised $2.4 million in pre-seed funding led by SquareOne VC and byFounders, with participation from United Angels, Spring Capital, Lemonade Stand and several angel investors.
Founded in 2010, Pipedrive provides customer relationship management software designed for small and midsize businesses. The platform combines sales pipeline management with workflow automation and AI-powered recommendations to help sales teams manage customer relationships and close deals more efficiently. Headquartered in New York, Pipedrive serves more than 105,000 businesses across more than 180 countries and is backed by majority shareholder Vista Equity Partners along with other technology investors.
