Managing sales pipelines across multiple platforms can quickly become inefficient, requiring duplicate data entry in both internal CRM systems and external partner portals. This is a common challenge for companies working within cloud partner programs, where visibility and coordination with the platform provider are essential.
Pipedrive is the CRM used internally at TrackIt to manage the sales pipeline and track customer engagements. As an AWS Partner, TrackIt is required to register opportunities in Partner Central’s ACE Pipeline Manager, a separate external portal used by AWS to monitor partner engagement..
However, Pipedrive and ACE are not natively connected, requiring the same deal to be entered twice: once in Pipedrive and again manually in ACE. Due to the high number of required data fields, this duplicated effort is time-consuming and increases the risk of errors.
Contents
Pipedrive2ACE Tool: A Serverless Approach to Partner Deal Sync
To address this requirement, TrackIt developed Pipedrive2ACE, a serverless automation tool that bridges the gap between Pipedrive CRM and AWS Partner Central ACE. The solution is built around an AWS Lambda function that acts as a webhook receiver, processing deal events in real time and syncing them to ACE as valid partner opportunities.
How It Works
The Pipedrive2ACE tool functions as an automated connector between TrackIt’s internal CRM and AWS Partner Central. It is designed to:
- Automatically sync deals, including key fields like stage, close date, and value
- Sync associated contacts and organizations
- Translate Pipedrive fields to ACE fields using a configurable field mapping system
The synchronization process relies on four core components that work together to ensure accurate, real-time deal updates:
- Webhook: Pipedrive triggers the Lambda function in real time whenever a deal is created, updated, or deleted.
- Sync Lambda: A stateless function written in TypeScript that transforms a Pipedrive deal into an ACE-compatible opportunity using the Pipedrive API. It then uses the AWS Partner Central Selling SDK to push the new or updated opportunity to ACE.
- Pipedrive API: Used to retrieve deal details, custom fields, stages, contacts, and organization data. It also adds notes to the deal to indicate sync status or report any sync-related issues.
- ACE Endpoint: The destination for each synchronized opportunity. Once received, the opportunity is made available in AWS Partner Central for tracking and co-sell collaboration.
Architecture and Configuration
The solution’s architecture is lightweight but highly configurable:
- Field Mapping: Using a structured TypeScript config, individual fields in Pipedrive — whether text, enum, set, monetary, or custom fields — are mapped to their corresponding ACE opportunity fields.
- Value Translation: For enum and set-type fields, the system supports custom value mappings. For example, a Pipedrive field like “Deployment Region” with values such as “EU (Frankfurt)” or “US-East” can be cleanly mapped to ACE-recognized regions.
- Conditional Sync: Not all deals are meant for ACE. The tool respects a designated Pipedrive field that flags whether or not a deal should be synchronized, allowing for selective registration.
- Stage Logic: Deal stages are translated accurately — including “Won” and “Lost” states — using predefined mappings that align with ACE’s lifecycle requirements.
- Authentication & Deployment: The webhook is secured using basic HTTP authentication. The tool can be deployed using a single command (npm run deploy) to provision the Lambda and retrieve the endpoint for webhook configuration.
The full source code and deployment instructions are available here: github.com/trackit/crm-pipedrive2ace
Results and Impact
The implementation of Pipedrive2ACE delivered tangible benefits for both TrackIt and AWS:
For TrackIt:
- Accelerated the deal registration process
- Reduced manual entry time by over 50%
- Enabled the sales team to focus on active opportunities instead of back-office updates
For AWS:
- Improved visibility into partner-sourced deals for Partner Sales Managers (PSMs) and Account Managers
- Supported Partner Development Managers (PDMs) in tracking opportunity KPIs
- Strengthened collaboration and alignment between TrackIt and AWS stakeholders
Conclusion
Tools such as Pipedrive2ACE demonstrate the utility of targeted, serverless automations in reducing operational overhead and increasing sales efficiency. By integrating two critical systems — internal CRM and the partner-facing ACE portal — the solution eliminates friction, ensures data accuracy, and helps sales and alliance teams stay aligned without the burden of duplicate entry.
Building on this experience, TrackIt is well-positioned to deliver custom CRM-to-ACE integrations for ISVs using a similar architectural approach. With strong expertise in AWS and serverless design, the TrackIt team can develop tailored solutions that connect any CRM to ACE, enabling efficient, scalable, and low-maintenance partner operations.
About TrackIt
TrackIt is an international AWS cloud consulting, systems integration, and software development firm headquartered in Marina del Rey, CA.
We have built our reputation on helping media companies architect and implement cost-effective, reliable, and scalable Media & Entertainment workflows in the cloud. These include streaming and on-demand video solutions, media asset management, and archiving, incorporating the latest AI technology to build bespoke media solutions tailored to customer requirements.
Cloud-native software development is at the foundation of what we do. We specialize in Application Modernization, Containerization, Infrastructure as Code and event-driven serverless architectures by leveraging the latest AWS services. Along with our Managed Services offerings which provide 24/7 cloud infrastructure maintenance and support, we are able to provide complete solutions for the media industry.