Business Doesn’t Stand Still — Neither Can Your Data

In an economy driven by rapid growth and rapid change, companies that sit still are falling behind. 

For revenue operations leaders, that means a foundation of high-quality data is only a starting point. To ensure your company can grow and thrive in an unpredictable economy, you need go-to-market data that changes as fast as your total addressable market.

At ZoomInfo, we know that a constantly evolving data asset is the key to unlocking the potential of sales and marketing teams — getting them out of the slog of searching for information and back into the business of connecting with prospects and making the sale.

With our latest upgrades, ZoomInfo’s OperationsOS platform is helping revenue operations teams eliminate repetitive data collection and uncover key signals from the constantly shifting background noise of modern business.

Automate Data Collection to Get Sellers Selling

One of the most enduring statistics about the sales discipline is also one of its most confounding: sales reps only spend around a third of their day actually selling

What takes up the rest of that time? Often, they’re stuck manually prospecting, hunting for information on companies and specific contacts in a variety of online and in-house sources. 

Manual data acquisition also leaves too much room for human error across a dataset — since no two people are going to conduct research the same way, you can wind up with large amounts of data untapped, unused, or unreliable. 

To improve this inefficient process, teams can turn to automated systems that can pull and match information from multiple sources, to create the most complete data set possible — with far less effort.

Our new Discover feature lets OperationsOS users query a range of data sources for contacts and companies that fit their ideal customer profile (ICP). The process can be automated, so that any time new records meet a specified set of criteria, they are seamlessly exported into a CRM or marketing automation tool (MAT).

For example, you could set up an automated stream of new records that meet any of the following criteria: 

  • Headquartered in the UK
  • Uses a specific technology, such as HubSpot 
  • Has a sales team larger than 500 people

From there, records are easily moved into Salesforce for the next step in your sales process.

Stay on Top of Your B2B Buying Committees

Today, there are typically 11–20 different stakeholders involved in a complex B2B purchase. Ten years ago, that number was five. 

B2B sales teams must know who they’re selling to in order to be more effective. But identifying the correct individuals for each role in the buying process within a broad company hierarchy is only getting more complicated — and in uncertain economic environments, those deals can take longer and involve more reviews than before.

With data automation, sales teams can identify multiple decision-makers to cultivate at a particular account, freeing up time to build relationships and increase trust with these prospects.

Once you’ve identified a target contact or account, OperationsOS users can pull in related records — including contacts, companies, or competitors — and automatically create new account profiles. For example, if you are actively working with a VP of sales, you can quickly find other buying committee members like:

  • The Financial Buyer: Chief Financial Officer
  • The Influencer: Chief Marketing Officer
  • The User: Sales Analyst

By quickly and clearly understanding all of the players involved, your team can take the time to engage with each one. 

When Key Changes Happen, Find Out First

In a perfect world, you’d acquire your data, and that would be that. You’d have the information you need, and your reps could take action. But data changes fast: at ZoomInfo, we update 1.5 million company profiles and 3 million contact profiles every day. 

It’s crucial for your sales team to be notified when changes happen to critical accounts, so they can research new information and quickly adjust their selling approach.

Automated data monitoring alerts shorten the time between ever-changing business data and your team’s ability to execute relevant go-to-market strategies. 

For example, setting an alert that notifies your team instantly when a target account makes a key executive hire or receives a new round of funding allows sales reps to act on the news quickly with targeted messaging — potentially saving precious minutes against the competition.

Modern Challenges Require Modern Solutions

High-quality data is table stakes for today’s sales and marketing teams. Savvy operations leaders are now focusing on the important next step: making it actionable. 

OperationsOS makes that possible with industry-leading automation and enrichment features that can keep your revenue teams ahead of the next disruption — whether that’s an economic downturn, a heavily funded new competitor, or a key change in the C-suite at your most important prospect.