Pipedrive Acquires Outfunnel

Pipedrive, a CRM systems provider for small and medium-sized businesses, has acquired Outfunnel, an Estonian sales-and-marketing automation startup. Financial terms were not disclosed.

Outfunnel was already able to sync customer data between Pipedrive and marketing tools like Mailchimp and Klaviyo. Now, Pipedrive is bringing that technology directly into the platform, making it a built-in capability.

"A CRM that doesn't connect with your marketing tools is only solving half the problem," said Paulo Cunha, CEO of Pipedrive, in a statement. "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."

"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," said Andrus Purde, co-founder of Outfunnel, in a statement.