ZoomInfo Helps Power a Deliberate, Ambitious, Go-to-Market Media Transformation

OUTFRONT Media has been putting brands in front of people for decades. Drive through any major American city and you have almost certainly seen their work, whether it is a billboard towering over a freeway in Los Angeles, a digital display in a New York City subway station, or a wrapped bus shelter in Chicago. The company operates across approximately 45 major metro markets and is one of the largest out-of-home advertising companies in the United States.

But "out-of-home" no longer captures what OUTFRONT Media is building. The company is in the middle of a deliberate, ambitious transformation, repositioning itself as an "in-real-life" media company and stepping into direct competition with Google, Meta, and X for advertising dollars. To do that credibly, OUTFRONT Media needed more than a new brand story. It needed an entirely new go-to-market engine.

That is where Jeff Wilsey came in.

"We refer to ZoomInfo as a game changer tool. It gives us what we need from a prospecting perspective. It gives us the agent to help analyze, assess, and make recommendations. We just didn't have that before."

— Jeff Wilsey, SVP of Revenue Operations, OUTFRONT Media

Starting From Scratch in a Company With 25 Years of History

When Wilsey joined OUTFRONT Media as SVP of Revenue Operations, he walked into a company that had operated successfully for decades without many of the tools that modern revenue teams take for granted. Individual markets ran as independent P&Ls. There was no CRM discipline to speak of. ZoomInfo access across the entire company amounted to seven licenses, and reps who needed contact data had to email the marketing team, wait for a response, and hope the information was accurate.

The prospecting motion was even more analog. "Think back about six months ago," Wilsey says. "Our sales team would drive around town. They try to figure out who's advertising with who. They'd search around, they might ask the marketing team." In some cases, reps were literally spotting competitor billboards from their cars, jotting down notes, and then attempting to reach someone at the company by emailing a generic “info@” address, and never hearing back.

Wilsey was recruited specifically to change that. His mandate was clear: Build a modern revenue operations function from the ground up, starting with technology, data, and a culture willing to use both.

"We had a new CEO come on last year who really pushed us hard to think differently," he says, "Not just about the medium we're in, but how we go to market and how we sell."

Building the Foundation: Salesforce as the Anchor, ZoomInfo as the Engine

Wilsey's first move was to establish Salesforce as what he calls the "anchor tenant" of OUTFRONT Media’s new tech stack, migrating off a niche CRM that was, in his words, "Probably poorly used at best." From there, the strategy was to layer in complementary tools that would make reps more productive without overwhelming them.

ZoomInfo entered the picture initially as a data integrity solution. But the conversation quickly expanded. "When I started talking to the team this past year, I realized, wow, Copilot and these agents, there's a lot more to prospecting than we were doing in my prior roles," Wilsey says.

OUTFRONT Media now organizes its ZoomInfo use around two distinct value pillars that Wilsey and his team have branded internally; productive prospecting and productive preparation.

On the prospecting side, ZoomInfo gave OUTFRONT Media's reps something they had never had before: the ability to identify the right decision-maker at a target account, filter by intent signals, and reach out directly, all without leaving the platform. "They know who the decision-maker is at these companies," Wilsey says. "They just didn't know that before."

The impact was immediate and concrete. One of OUTFRONT Media's account executives used ZoomInfo to identify the VP of Marketing at a prospective client, reached out directly through the platform, and closed a $100,000 deal. "She said to me, 'Jeff, the best thing about this is using ZoomInfo, I now know exactly who to contact. I don't have to waste my time sending an email to info@thatcompany.com and never get a response.” Wilsey pauses on the significance of that shift. "It could be weeks of time saved. We may have never gotten that deal, or it might have signed three or four weeks later."

On the preparation side, ZoomInfo Copilot gave reps the ability to walk into any client meeting armed with company intelligence, leadership changes, press releases, and relevant signals, pulled together instantly. "If you're not prepared, you're not confident," Wilsey says. "And so it allowed us to give them a platform to be more prepared going into their client meetings, to have a higher success rate."

Data Quality as the Non-Negotiable Foundation

Wilsey is direct about something that many revenue leaders acknowledge only in hindsight: AI agents are only as good as the data underneath them. "Agents are not any better than the data that underlies them," he says.

That strategic patience has shaped OUTFRONT Media's entire rollout approach. Rather than deploying agents broadly and cleaning up the mess later, Wilsey's team has moved deliberately, fixing data quality issues first and unlocking new capabilities only once the foundation is solid. A new Marketing Cloud instance is planned, at which point the team will begin layering in marketing-side agents, because the process and data will finally be ready to support them.

In the meantime, OUTFRONT Media is using its Slack Bot integration, which connects Salesforce data to a conversational AI layer, not just as a productivity tool but as an organic data quality driver. Reps receive proactive alerts about past-due deals, stalled opportunities, and missing product start dates, and can fix records directly inside Slack without ever opening a Salesforce dashboard. "That agent is driving the data quality," Wilsey says, "because we're delivering it to them in an experience that's easy, that's quick, and they can click a button and fix it."

Change Management: The Hardest Part Is Never the Technology

OUTFRONT Media is a company with more than 25 years of operating history and a culture that, by Wilsey's own description, had grown comfortable. Getting a tenured sales team to change how they work every day required more than a software rollout.

Wilsey's approach was deliberate and multi-layered. His team designated market champions, flying one rep from every market to New York for dedicated training and tasking them with driving local adoption when they returned. They launched office hours, built step-by-step visual tutorials for every workflow, and created role-specific prompt libraries to lower the barrier to AI adoption for reps who were hesitant.

But the single highest-impact lever, by Wilsey's own account, was showing up in person. "We go in real life, in person, to these offices," he says. "Nothing beats it. There are constantly moments of, 'I didn't know I could do that.' Because it's just not as effective any other way."

Leadership alignment was equally critical. The CEO and CRO modeled the behavior publicly, making tool usage non-negotiable from the top down. "It's not acceptable to not get on board with where we're heading as a company," Wilsey says. "And people are reacting very positively to that."

His advice to other revenue operations leaders navigating similar transformations is grounded in hard-won experience: "Anchor on one tool. Move slowly. Drive adoption and buy-in before you start to layer on new things." OUTFRONT Media learned this firsthand. "We probably rolled out a little bit too much too fast," he admits. "And we slowed down intentionally, so my team could catch up."

What Comes Next: GTM Workspace and the Intelligence Layer

OUTFRONT Media is already looking ahead to the next phase of its ZoomInfo partnership. Wilsey is particularly excited about GTM Workspace that surfaces the most relevant signals across both existing accounts and prospects in a single, unified view.

"We want to set it up so that alerts go, press releases, earnings releases, where they're publicly traded," he says. "We want that to be, from an account perspective, where everything sits." The vision is for ZoomInfo to serve as the intelligence layer that feeds reps the right information, at the right moment, without requiring them to go looking for it.

Internally, OUTFRONT Media now refers to ZoomInfo as a "game changer tool," a designation Wilsey does not use lightly. "When I started the relationship, I thought about it as managing the data," he says. "It is so much more than that. It's about productive prospecting and productive preparation. And that's what ZoomInfo has brought to our company."

For a company that once had seven ZoomInfo licenses and reps driving around town looking for leads, that is not a small thing. It is the foundation of an entirely new way of going to market.