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VoloMetrix, a startup with software that automatically pulls in calendar and email data in order to analyze the effectiveness of specific salespeople and other employees within companies, is announcing $12 million in new funding today.

The whole idea is to grow and get more companies using the software.

In the context of sales, VoloMetrix can show the time employees spend with customers, the cost of selling to customers, the reach of individual salespeople, the network of people salespeople know at specific accounts, and other metrics that can typically be hard to calculate.

To some extent, that puts VoloMetrix in a category of next-generation sales tools like RelateIQ, which Salesforce bought this summer.

But the data VoloMetrix accesses also enables the software to determine how and with whom all sorts of employees spend their time. From there, managers can speak with employees or even entire teams in order to ensure their efforts align with company goals. In a sense, that means VoloMetrix could also face competition from some software vendors in the human-capital management market, including Workday.

The application can run in the cloud or in companies’ on-premises data centers.

VoloMetrix started in 2011 and is based in Seattle. Co-founder and chief executive Ryan Fuller previously advised executives as a manager at Bain and Co.

To date the startup has raised $17 million.

Split Rock Partners led the new round in VoloMetrix. Shasta Ventures also participated.

Customers include Genentech, Seagate, and Symantec.

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