Pipedrive, founded in 2010, supports small businesses in managing complex sales processes, operating with over 30,000 customers and a fast-paced delivery of services using microservices. The company transitioned from a bloated monolithic application to a more flexible and scalable microservices architecture, enabling independent team operations and quicker deployments. Key aspects of their strategy include a strong DevOps culture, efficient CI processes, and a focus on automation and feedback to enhance overall development speed and quality.