Building an agentic software factory: How we rebuilt product development at Pipedrive

As software companies scale, engineering challenges change. The biggest bottleneck is no longer writing code — it is how teams use their time, attention, and decision-making capacity.

This session draws from Pipedrive’s transformation journey. Agur Jõgi, tech leader and former CTO of Pipedrive, shares behind-the-scenes lessons from scaling the company from a startup CRM into a global platform used by over 100,000 companies worldwide. He explores how the company evolved from a product-led growth mindset toward an engineering-led growth approach, where technology, scalability, and engineering excellence became strategic drivers of business growth.

Moving beyond an engineering-output mindset, Agur explores how Pipedrive redesigned its development model around AI, automation, and better human decision-making. He shares practical lessons from building an AI-native engineering organization — from reducing operational friction and automating repetitive work to improving organizational memory and enabling teams to focus more on customer and business impact.