Sales Tech Simplified: How to Streamline Sales Reps Day-to-Day Busy Work

August 17, 2017 Jennifer Wyne

In this series, we ask tech executives to describe the why and how of their solution. We call it Sales Tech Simplified.

This week I interview Chris Rothstein, CEO of Groove.

Nancy: Why does the industry need your solution?

Chris: Sales teams currently don’t have much that helps them with the actual execution of their sales communication. They have a CRM to store basic information about their customers but nothing to actually help them understand what is working for them and how they can improve when engaging their customers.

Groove solves that problem. We make a sales engagement platform. Basically, that means we streamline reps’ day-to-day busy work with smart, intuitive features at every turn. Every time a sales rep calls or emails, Groove is there to help them improve that engagement. We let them know things like the emails that are working for them or the best time for them to call. We also remove all the manual data entry. As a result, more of their time is freed up so they can talk to prospects more and close more deals.

Nancy: Why should it be prioritized above other options?

Chris: The most important thing a sales rep does is sell. We help them spend more time selling and we help them sell better. Many solutions help teams visualize their data or score leads or helps them with forecasting, but all that stuff only matters if you are doing a great job of selling. Groove helps your sales team deliver your message to your customers at the right time. After you perfect that, it is often a great time to invest in the other stuff.

On top of that, we provide the one-stop shop for the entire sales team— everyone from SDRs and AEs to sales ops and management benefit from Groove. We even have customers whose marketing and customer success teams use Groove.

Nancy: What are the symptoms that indicate an organization would benefit from your solution?

Chris: The main symptom is that the sales team is voicing their frustration regarding not having enough selling time. They often feel they are doing a bunch of busy work that isn’t helping them sell more, like data entry, lengthy email back-and-forths to schedule a call, and so forth. And they never truly know what’s working – a lot of their calls and emails feel like a shot in the dark.

The management team often feels they are flying blind and don’t have the information they need to know what is going on in the sales organization or to coach reps effectively. They lack the tools to drive revenue from a high level.

People in sales ops never truly know if their data and reports are up-to-date. They want an intuitive system that’s easy for reps to learn, and they want a solution that does everything so they don’t have to spend time logging into several different systems.

Sales, marketing, and customer success are working from different systems and aren’t on the same page.

These are the most common issues that we hear from sales teams every day, and they are problems that we solve with Groove.

Nancy: Where does your solution fit in the Hierarchy of Revenue Needs™?

Chris: Our main focus is helping sales teams engage prospects. Here’s an overview of how Groove plays a role in the hierarchy of revenue needs:

  • Groove’s automated campaigns (we call it Flow) help sales teams nurture customers for future opportunities.
  • Groove lets teams collaborate on targeted accounts and see high-level and detailed analytics for each account.
  • Reps can send prospects a link to their calendar availability so the prospect can book a meeting without all the back and forth. It’s a much better experience for both sides. Our Flow tool lets reps set up automated campaigns – but they can still maintain the appropriate level of personalization.
  • Our ABS tools help teams pursue the right targeted accounts and build buyer consensus. Reps see both high-level and detailed engagement stats for each account.
  • Analytics and call recording help managers coach reps. Analytics help reps see what’s working in real time — instead of waiting for reports from ops or waiting until it’s too late with a prospect. The ability to share Flows among reps helps new reps onboard quickly.

Nancy: How mature is a typical organization’s sales stack before adding your technology?

Chris: We think you should implement a Sales Engagement Platform right after your CRM. It definitely should be one of the first 5 tools you add to your sales stack. This is an important area if you are just starting to get customers, and it continues to get more important as you are growing your team and you want to scale your process.

Nancy: In what ways is your solution complementary to others that might be in someone’s sales stack now or in the future?

Chris: We are complementary with many parts of the sales stack.  The biggest complementary area is the CRM.  We pull a lot of information on your target accounts from the CRM and record all the communication back to it.  We also work with the list builders to make sure our customers can properly engage any lists they are building.  We also integrate with other services that range from helping you analyze call recordings to providers that help with the tracking of content engagement.  Your Sales Engagement Platform should be deeply integrated with your entire sales stack.

Nancy: What are some of the challenges your solution solves for Marketing/Sales?

Chris: Our goal is to address challenges that keep sales teams from focusing on revenue-generating activities and growing the company to the best of their ability. That includes:

  • Sales reps spending too much time on non-sales activities such as data entry, prospect follow-up, booking meetings, etc.
  • Sales managers not having enough visibility into the sales activities happening in their organization.
  • Sales team not having a consistent process for their prospecting efforts.
  • Sales and Marketing not having alignment on their outreach efforts.
  • Sales leadership not having enough information to proactively find issues in the forecast.

Nancy: What are some good resources if someone wanted to learn what questions to ask, what others are doing, or purchase considerations?

Chris: You can find a lot of good information on our blog resources page. We also love to talk with sales leaders so feel free to reach out to us directly if you want to discuss anything. You can reach us at

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