Groove pricing, features and alternatives

The short answer

Buy Groove if Salesforce is the system of record, your admins want activity capture landing on Salesforce objects rather than in a separate tool, and you can get a written roadmap commitment from Salesloft. The Gmail and Salesforce pairing is what reviewers consistently praise, and Clari reported Groove ranking first for enterprise customer satisfaction in G2's sales engagement reports for many consecutive quarters.

Skip it if HubSpot or any CRM other than Salesforce is your system of record, since the Salesforce alignment is the product. Skip it too if nobody will give you a dated answer on migration to Salesloft's own engagement platform, because buying a product whose owner sells its competitor is a roadmap bet rather than a software decision.

Where Groove fits

Groove fits a Salesforce-heavy sales organisation with a real admin team. Emails, multi-step flows and activity capture sit close to Salesforce records, so managers read pipeline in Salesforce rather than reconciling two systems, and reviewers single out how well it works with Gmail and Salesforce together. The teams that get the most from it are the ones that already treat Salesforce as the source of truth and resent any tool that keeps its own copy of the data.

Ownership is now the first thing to evaluate, before any feature. Clari announced its acquisition of Groove on August 14, 2023, and sold it as Groove by Clari. Clari then merged with Salesloft, closing in December 2025, and since September 2026 the combined company operates under the Salesloft name. The consequence is plain: Groove and Salesloft's own engagement product have the same owner, and one of them is the strategic platform. Nothing on this page matters more than which one.

That is not a reason to rule it out, and it is a reason to buy differently. Ask whether Groove can still be purchased standalone, whether Groove customers will be asked to move to Salesloft's engagement product, and on what timeline. Get the answers in the contract rather than on a call, with a term short enough that a migration announcement does not strand you mid-commitment. A product under common ownership with its replacement can still be the right call for two or three years if the exit is priced in.

The functional ceiling shows up in two places reviewers agree on. First, account-level visibility: one r/sales user said they disliked Groove's interface because it did not give a quick view of all previous outreach to prospects at a company, which is the view an account executive working a named list needs most. Second, the flow builder, which third-party reviews describe as having fewer branching and testing options than Outreach or Salesloft. Both are testable in an afternoon, and both should be tested before a signature rather than after.

If Clari Forecast is already in the stack, Groove is a logical look, because the bundle conversation is already open and the data model is shared. That is also the moment to be careful: a bundle only saves money if you would have bought the other modules anyway. Price engagement, forecasting and conversation intelligence as three separate lines, then compare the bundle against the sum. Our sales engagement RFP template is the structure that keeps those three conversations separate when a vendor would rather merge them.

What Groove replaces cleanly: a standalone email and sequencing tool, the manual logging of calls and meetings into Salesforce, and whatever spreadsheet tracks who touched which account. What it does not replace: your CRM, a prospecting data provider, or the account-level view reps want if your pilot confirms the gap. Write down the sales cadence each segment should follow before you compare tools, because a cadence you cannot describe is one no platform will fix.

Groove pricing

Groove has no public pricing, and the trail has gone cold in a way worth knowing about: its old pricing URL, groove.co/pricing, now redirects to Clari's homepage, and both Clari and Salesloft sell by quote. Our September 2026 check of groove.co and clari.com found no published rate at any tier and no plan structure to work from. Since the 2023 acquisition and the December 2025 merger, quotes commonly depend on what else you buy from the combined company, which makes the headline per-seat number the least informative part of the proposal.

Six things shape the number, and the ownership history sits inside four of them.

1. Seat count and the minimum seat commitment. Ask for both, because the minimum is what decides whether you can shrink the deployment if headcount falls, and it rarely appears unless you request it.
2. Whether Groove is still sold standalone. If the answer is that it comes as part of a wider package, you are pricing a suite and should ask for each module as its own line.
3. Bundling with Clari Forecast or conversation intelligence. Price each piece separately and compare the total against the bundle, since a discount on modules you would not have bought is not a saving.
4. The contract term. A shorter term costs more per seat and is worth it here, because the roadmap question behind this purchase has no settled answer yet.
5. The renewal uplift, and whether it is capped. This decides what year two costs under an owner that also sells a competing engagement platform.
6. Migration commitments. Ask in writing whether Groove customers will be moved to Salesloft's engagement product and on what timeline, and ask what the commercial terms of such a move would be. An uncommitted answer is itself a price signal.

With nothing published and two ownership changes behind it, the preparation is the whole negotiation. Get five things in writing before signing: per-seat pricing, the minimum seat count, each bundled module as a separate line, a cap on the renewal uplift, and a dated statement on whether Groove customers will be asked to move to Salesloft. Hold a quote from an independent vendor at the same time so you know what the market rate looks like. Our SaaS contract negotiation checklist covers the clause-level version, and how we review software explains why a quote-only vendor gets no price table here.

What Groove gives up

You give up any price transparency at all. There is no tier list, no starting rate, and the old pricing page redirects to a different company's homepage. You cannot benchmark Groove against published tools until you hold a proposal, which is why the practical move is to run a quote from a vendor that does publish alongside it. Apollo.io at $49 to $119 per user per month on annual billing is a useful anchor, not because it is the same product, but because it gives the conversation a scale.

You give up certainty about the roadmap. Groove went from independent to Clari to Salesloft in roughly two years, and its current owner sells a competing engagement platform. That does not make the product worse today, and it does make a three-year commitment a different kind of decision. Keep the term short, get migration terms written down, and plan the evaluation so that a replatforming announcement is an inconvenience rather than a crisis.

You give up the broadest flow builder. Third-party reviews describe fewer branching and testing options than Outreach or Salesloft offer. If your cadences are linear, this costs nothing. If you run segment-specific branching with reply-based routing and want to A/B test steps, build your most complex real sequence in the pilot and see what you have to simplify. Whatever you simplify is the feature gap, stated in your own terms rather than a vendor's.

You give up the account-level view some reps want most. The main user complaint in the material is visibility of prior outreach across a whole account: one r/sales user could not get a quick view of every previous touch at a company. Give two reps a target account in the pilot and time how long it takes them to find every touch on it. If the answer is minutes rather than seconds, you have found the thing they will complain about weekly.

You give up portability of the setup, in the sense that its strength is also a tie. Groove's value rests on how closely it follows Salesforce, which means your flows, fields and logging conventions are shaped around that pairing. Moving later is a rebuild rather than an export, and that is worth noticing while the contract is still unsigned. Check which objects and fields it reads and writes, and what it does when your custom validation rules block an update, using our CRM data audit checklist to document the state you are starting from.

How Groove compares

The honest framing of this shortlist is that one of the obvious comparisons is no longer a comparison. Salesloft owns Groove, so putting the two side by side is a conversation about which product survives rather than which is better. Outreach is the main independent enterprise platform left in that bracket and the deepest flow builder of the group. Apollo.io is the option when you want prospecting data and sequencing in one subscription at a published rate. Mixmax sits lower in the market for teams that want inbox-first engagement without an enterprise rollout. HubSpot Sales Hub is the answer when HubSpot rather than Salesforce is the CRM, which removes Groove's entire reason to exist. Where a price says custom quote, that is the truth, and every published figure traces to our September 2026 pricing check.

What to test in a Groove pilot

The published material does not confirm a free trial, so ask for a pilot with a small team in your Salesforce sandbox and keep a Salesforce admin in the room throughout. Half of what you need to learn here is commercial rather than functional, so run the written questions in parallel with the hands-on ones.

1. Build your most complex real sequence, including calls and LinkedIn tasks, with the branching and reply handling you use today. Write down everything you had to simplify, because that list is the flow builder gap in your own words.
2. Give two reps one target account each and time how long it takes them to find every previous touch across it. Compare that against how they do it today, since this is the complaint most likely to show up in month two.
3. Map which Salesforce objects and fields Groove reads and writes, then deliberately break one: trigger a custom validation rule and watch what happens to the activity record. Silent failures in activity capture are worse than loud ones.
4. Check what reps see as due today and how a reply pauses a sequence. Adoption lives or dies on that one screen, so have a rep use it for a week rather than clicking through it in a demo.
5. Run a week of real volume and then audit Salesforce. Count the emails, calls and meetings that logged against the right record without help, because automatic logging is the reason to buy this over a standalone tool.
6. Ask the commercial questions in writing during the pilot: per-seat price, minimum seats, whether Groove is sold standalone, each bundled Clari module as its own line, the renewal cap, and a dated statement on migration to Salesloft's engagement product.
7. Run one independent quote alongside the pilot, from Outreach or another vendor outside the Salesloft estate. A single proposal from a vendor that publishes nothing is a number without a comparison.

Groove questions buyers ask

What is Groove used for?

Running sales emails, sequences, and activity logging for teams that keep Salesforce as their system of record.

Is Groove part of Clari?

Clari acquired Groove in August 2023. Clari then merged with Salesloft in December 2025, and the combined company has operated as Salesloft since September 2026, so Groove is now a Salesloft product.

How much does Groove cost?

Groove does not publish pricing. Expect a custom quote, possibly bundled with Clari Forecast or other Salesloft products.

Is there a free trial for Groove?

Our sources do not confirm one. Ask for a pilot with a small team in your Salesforce sandbox.

What are the best Groove alternatives?

Outreach is now the main independent enterprise comparison, since Salesloft shares Groove's owner. Apollo.io suits teams that also want prospecting data in the same tool.

Related

If Groove is on your shortlist, the comparison worth running is Outreach against Salesloft, since those are the two platforms most Groove buyers also evaluate and one of them now owns Groove. Clari matters if a bundle with Clari Forecast is on the table, and Apollo.io is the option when you also need contact data. The full set sits in our sales engagement software directory, and our definition of a sales engagement platform is the scope check to run before the first demo.

Groove sits in our Sales Engagement Software directory.