Do we really need yet another marketing tool given the overcrowded Martech (marketing tech) space? That was the big question on my mind when I sat down to talk to Andrus Purde about his latest startup, Outfunnel. Andrus was head of marketing at Pipedrive and had worked at Skype and so was no stranger to building great startups, but how do you do this in a mature market? In this episode, Andrus talks to me about his process: from his detailed interview process and how to analyze hundreds of unstructured conversations to his go-to-market strategy for building a niche product in a crowded market. Outfunnel is trying to solve the big problem of marketing and sales alignment for SMBs and Andrus shares his perspective on how organizations can do this better.