• by Ray Schultz , October 15, 2021

Groove, a sales-engagement platform for brands using Salesforce, has raised $45 million in Series B funding. 

The round was led by Viking Global Investors, with participation by existing investors Capital One Ventures, Level Equity, Quest Venture Partners and Uncork Capital.

Groove will use the funding to expand its international operations and accelerate its momentum in the enterprise segment of the market, it says. 

The company claims digital selling has exposed a weakness — a lack of adoption — in most companies’ Salesforce deployments.

A study commissioned by Salesforce and conducted by Forrester Consulting found that 57% of firms struggle to maintain good customer experiences because their CRM systems are not well-integrated or accessible. 

Groove claims to solve this problem for clients while ensuring over 90% Salesforce adoption. Its platform was “built for the needs of large, complex organizations that rely on Salesforce as their system of record,” states Chris Rothstein, co-founder-CEO of Groove.

Tenable is one such client. “Our sales operations have been transformed because of Groove,” states Matthew Mullin, senior director of global marketing pperations and Technology at Tenable. 

“Our sellers are armed with productivity tools and workflow automation that makes them more effective at their jobs, and we can now rely on accurate, real-time data in Salesforce to make informed decisions,” he says.