Sales Engagement Platform Groove announced a new Auto Contact Capture feature that identifies missing Salesforce contacts cc’d on emails or meeting invitations.  Groove helps fill out the buying committee, capturing intelligence around members at the periphery of deals while reducing rep data entry overhead.

Beyond demand unit identification, Auto Contact Capture monitors engagement across the buying committee.  “This ensures that every contact involved in the buying process receives a consistent, timely, and relevant experience from their first engagement,” wrote Groove.

“Now more than ever, businesses need to be able to get a complete picture of their sales pipeline in order to maximize revenue,” said Groove CEO Chris Rothstein.  “By consolidating revenue intelligence and advanced activity capture into one unified sales engagement platform, Groove empowers businesses to close more deals and intelligently refine their sales processes.”

Groove captures and logs revenue intelligence from emails, calendars, meetings, and LinkedIn communications.  Users control which categories are captured and logged to leads, contacts, accounts, opportunities, and cases.  While Groove does not offer direct contact enrichment, records can be enriched through subscription partners such as ZoomInfo.

To ensure data integrity, Groove performs duplicate checking that begins with the email but includes additional heuristics.  Groove will not create a contact if the email does not match a domain already existing as an account in Salesforce.  Groove also maintains user and domain-level blocklists to ensure that only relevant business contacts are created via Auto Contact Capture.

Groove does not provide user alerts concerning captured records, but “it’s easy for reps to identify contacts that have been automatically added to Salesforce,” Groove Director of Communications Jason Klein wrote to GZ Consulting.  “Each contact created through Auto Contact Capture has a custom Groove field that is marked as true (Is Created by Groove), allowing for quick analysis and reporting on all contacts created through this new feature.” 

Groove has focused on expanding its revenue intelligence capabilities over the past year.  Recent enhancements include activity sync, reporting, and analytics features.  In March, the firm rolled out real-time opportunity and pipeline management and enhanced ROI reporting.

“Through this expanded capability set, Groove enables revenue leaders to make real-time, data-driven business decisions based on real campaign results at both the individual and team level,” stated Groove. Groove is built natively in Salesforce and uses SFDC as its data store, acting as an engagement layer on top of Salesforce.  Thus, there is no data sync process between Groove and Salesforce.