Pipedrive acquires Outfunnel

What's the deal? Pipedrive, a customer relationship management (CRM) platform for small and medium-sized businesses, has acquired OutfunnelDealroom has a profile for this one. Try Dealroom →, an Estonian sales-and-marketing automation startup. Financial terms were not disclosed.

The context: Outfunnel, founded in 2018, syncs customer data in real time between CRMs and marketing tools such as Mailchimp and Klaviyo. It serves more than 500 businesses and is the highest-rated app on the Pipedrive Marketplace.

What's the endgame? Pipedrive is folding Outfunnel's technology directly into its CRM, turning it from a separate add-on into a built-in feature. It plans to rebuild the core capabilities natively over the coming months.

Why now? Sales and marketing teams typically run on separate tools with separate data, leaving neither with a full picture. "A CRM that doesn't connect with your marketing tools is only solving half the problem," said Paulo Cunha, chief executive officer of Pipedrive.

The revolving door: Outfunnel co-founder Andrus PurdeDealroom has a profile for this one. Try Dealroom → returns to Pipedrive, where he was head of marketing in its early days. He rejoins as a consultant, while Outfunnel's four team members become full-time employees. Purde's brother, Urmas PurdeDealroom has a profile for this one. Try Dealroom →, was one of Pipedrive's five founders.

"Exits are a big part of startup life, but it seems mine is through a revolving door," Andrus Purde said.

What about customers? Outfunnel will keep operating during a transition period, with no disruption to existing customers.

The signal: Outfunnel had raised a $2.4 million pre-seed round led by SquareOne VCDealroom has a profile for this one. Try Dealroom → and byFounders. The acquisition shows CRM providers absorbing their most popular third-party integrations to keep sales and marketing data under one roof.

Read more: Morningstar

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