Well-funded sales software startup Clari Inc. has acquired rival Groove Labs Inc. to extend its feature set. 

The terms of the deal, which the companies announced this morning, weren’t disclosed. Groove co-founders Chris Rothstein and Austin Wang will join Clari following the transaction. They will oversee a product line that Clari plans to build using Groove’s technology.

San Francisco-based Clari is backed by nearly $500 million in funding from Sequoia Capital, Sapphire Ventures and other prominent investors. It offers a software platform that helps business-to-business companies streamline their sales operations and forecast future revenue. Clari says its customer base includes more than 1,500 organizations, including several Fortune 500 companies.

One core focus of the company’s platform is helping salespeople become more convincing. According to Clari, its platform can analyze a sales representative’s conversations with potential customers and highlight areas for improvement. The software could, for example, point out if representatives should mention a certain popular feature of their company’s product more often.

Clari also promises to optimize other aspects of enterprises’ sales operations. According to the company, its platform eases the task of generating revenue forecasts. Additionally, the software promises to reduce the amount of effort involved in entering deal data into a company’s customer relationship management platform.

San Francisco-based Groove, meanwhile, likewise sells software for enterprise sales teams. Its namesake platform enables users to create workflows that automate repetitive customer-facing tasks. A salesperson could, for example, create a workflow that automatically sends promotional emails to leads when certain conditions are met.

Groove also competes in several of the same areas as Clari. Like Clari, it offers a tool that can analyze sales conversations and highlight areas for improvement. Additionally, both startups offer a feature that can automatically sync deal details to a company’s CRM to reduce the need for manual data entry.

Its installed base includes 75,000 Salesforce Inc. users. Those users work at companies such as Capital One Financial Corp., Uber Technologies Inc. and Google LLC.

“By bringing together Clari and Groove, revenue leaders can implement their revenue collaboration and governance strategy across all internal and external workflows,” said Chief Executive Officer Andy Byrne.

Clari will integrate Groove’s technology into its platform following the acquisition. The plan is to introduce features that can give salespeople advice on how to go about closing a deal. Additionally, Clari says, Groove’s technology will help companies more easily evaluate the effectiveness of sales initiatives and forecast future revenue. 

Image: Clari