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In the Groove: An Interview with Dwight Braswell, Senior Manager of Sales Enablement at Side


Groove recently sat down with Dwight Braswell, Senior Manager of Sales Enablement at Side, to learn how his team is using Groove to increase efficiency and book more meetings. Check out his responses in the Q&A below and then watch the video for a summary of the key themes.

Why did you choose Groove?

Groove is the right choice for Side for three reasons. Number one, easy integration with Salesforce. Number two, we’re able to scale our marketing efforts effortlessly. And three, we empower our sales teams with the right messaging to reach the right people at the right time.

How does Groove bring value to your organization?

For us, it is all about alignment. So from product to marketing, to the sales individuals on the front lines, to even management – knowing and having visibility all the way across the board is what Groove is doing for us every single day, and our salespeople love it.

What kind of impact has Groove had on your organization?

The main impact Groove has had on Side is increasing our meetings booked by using Flows.

When we introduced Groove Flows, we immediately saw a massive bump in meetings booked.

By adding the Scheduler link into any Flow, prospects can book meetings directly on the calendars of our salespeople. It has transformed our business.

How has Groove improved your day-to-day?

I love that Groove allows me to bring our messaging and templates exactly to where they’re working. From Salesforce to Gmail to Groove, it is a seamless process for me to input the right messaging for every single instance, from top of funnel to the bottom of the funnel, all the way through.

How is Groove different from other sales tech you’ve used?

What I love about Groove is the back-end support. Any tool can have unbelievable features right in the line of fire, from integration to Flows to templates, etcetera, but…

…it’s the chat, the help section, Groove University, the back-end support that I’ve been blown away with. And that is what makes us so effective.

What’s your favorite thing about Groove?

What I love is that there are multiple tools that I can use as a marketing and sales enablement support channel for my salespeople to make them the best at what they do: to get the right message to the right person at the right time. And because of the support, they know exactly how to do it. If they have a question, it’s answered instantly. It makes my life a heck of a lot easier.

How is Groove a valued partner?

From my perspective as a sales enablement and sales training professional, Groove is the best partner you can have. Because of Groove University, I don’t have to create help videos on how to use the tool. Because of their support chat function, I’m not bogged down by questions 24/7 on how to use the tool. And finally, the help section, which has just been incredible.

How was the implementation?

Groove’s implementation process was by far the best I’ve ever experienced. Coming from a consulting background, working with hundreds of different startups and tech implementations, this has been the best.

Groove made us feel like we were their only client. And because of that, our numbers have gone through the roof.

How has Groove been received at Side?

I have to say from the top-down, immediately upon implementation, once we started seeing the results, every frontline manager, all the way up to senior leadership, even to our C-Suite executives, they are all bullish on Groove.

How have reps responded to Groove?

The other day, I just had a salesperson ask me, “How can I get more training on this? How can I get the tools? I’m not using it, and everybody else is passing me up!” The reps are begging for it. So that to me shows that we’re doing something right.

More Customer Stories

If you’d like to read more stories about how we’re helping customers across multiple verticals, we invite you to check out our Customer Success page.

G2 Sales Engagement Software Report Winter 2022

G2 Sales Engagement Software Report

Learn why Groove is leading the pack, and how the top providers are ranked across several criteria, including user satisfaction and G2’s proprietary Relationship Index/Momentum Grid®.

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