Pipedrive, which offers Software-as-a-Service designed to help small companies manage and increase sales, has closed another deal of its own. The Estonia/U.S.-based startup and AngelPad alumni has raised a $9 million Series A round led by Bessemer Venture Partners, money it will use to accelerate growth and further build out its product.

“Pipedrive’s growing base of more than 10,000 paying small business customers shows that the company’s simple, intuitive approach to helping them sell better by visualizing the sales pipeline works,” said Alex Ferrara, partner at Bessemer Venture Partners, in a statement. “We invested in Pipedrive because we that it has the potential to be the CRM tool of choice for small businesses globally.”

Targeting small to medium sized businesses, and used by a number of tech companies, including Fortumo, Postmates, FalconSocial, and Blippar, Pipedrive aims to fix the broken CRM/sales software experience. Specifically, it says that CRM solutions typically require far too much data entry and have poorly defined workflows, resulting in software that nobody likes using and, ultimately, lost sales.

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