GTM Automation: Unlocking the Power of Data for Sales and Marketing Teams

For years, go-to-market leaders lived by the laws of growth through sales capacity. The mentality was simple: if you want to increase revenue, hire more salespeople. 

Today, rapidly changing technology is altering that equation. Experts say that standout growth will come from teams that double down on productivity.

“What we’re seeing in the market is companies running with smaller teams and supplying them with more accurate and highly personalized datasets, to drive more revenue,” says Millie Beetham, director of ZI Labs & GTM innovation at ZoomInfo. 

Achieving next-generation GTM productivity requires automation and sophisticated enablement tools. Here’s how ZoomInfo can help teams of all sizes modernize their go-to-market strategies and win the race for productivity.

The B2B GTM Challenge Today

The B2B GTM approach has historically been a highly technical but disjointed process, riddled with data silos and inefficient workflows. Teams typically work in parallel but not together, often with siloed and incomplete data, creating redundant efforts that undermine their efficiency. 

“Sales teams are building data pipelines over here, marketing teams are building data pipelines over there. They’re running go-to-market motions and they’re having to stand everything up themselves and review the results — which is highly resource intensive,” Beetham says.

Accessing unified, 360-degree customer data without a custom-coded IT solution has been difficult for sales and marketing teams — until now. 

Zoominfo’s Snowflake Connector, for example, facilitates controlled, autonomous access to campaign-critical data — saving sales and marketing teams time by reducing data silos for better go-to-market motions. 

“A two-pronged approach using sophisticated tools, like our newly launched Snowflake ETL Connector, fueled by the breadth and depth of ZoomInfo data, alleviates bottlenecks across team workflows,” Beetham says. 

Data leaders can speed the journey to a sale by optimally managing their best resources with high-quality data. Businesses that are truly data-driven must get the key elements of their tech stack right if they want to reap the most benefits, including: 

  • Working autonomously and operationalizing data
  • Accelerating data enhancement and transfer
  • Making business decisions based on a complete 360-degree customer view

Here’s how ZoomInfo internally manages all three.

Work Autonomously and Operationalize Data 

The inefficient use of resources is one of the biggest problems the Snowflake ETL tool solves. A majority of companies scale their go-to-market motions by expecting their sales teams to do everything involved in closing a sale. 

“Most companies require that go-to-market teams, whether it be sales or marketing, do targeting themselves, design playbooks themselves, and even figure out the data pipelines themselves,” Beetham says. 

That operational challenge is hampered by a lack of automation. However, building a centralized GTM team that leverages tech like Snowflake data, reverse ETL tools, data orchestration tools, enrichment, and engagement tools, removes the burden of doing everything. Teams can focus on their highest ROI task — selling.  

“Now our teams are a lot better at collaborating on playbook design, building one data pipeline that essentially pushes that 360-degree view of the customer out to all of the teams,” Beetham says. 

When done right, this push for automating and operationalizing data has a profound impact on B2B GTM strategy. It continues to grow as Zoominfo’s sales and marketing teams continue to perfect their centralized, automated approach to data management.

Accelerate Data Enhancement and Transfer

The ability to enhance and transfer data isn’t enough for GTM teams to stay competitive. To really stand out, teams need rapid access to accurate and personalized datasets to accelerate decision-making, improve sales forecasts, and drive revenue growth.

The RingLead-Snowflake Connector from ZoomInfo enables close to 8,000 Snowflake clients to acquire and use purified, standardized, and amplified Snowflake data without the need for any coding. This means quick and easy access for both technical and non-technical users. 

Now sales and marketing teams can access ZoomInfo data, as well as any first- and third-party data they need, plus any data services outputs, directly from Snowflake. 

“OperationsOS is a critical part of our orchestration process to centralize and run go-to-market plays at scale. And our reverse ETL tool and its connector functionality is a huge step — we’re able to connect directly from Snowflake through to RingLead and the rest of our tech stack,” Beetham says. 

Work From a 360-Degree Customer View

ZoomInfo teams have a central function driving targeting. This makes it much easier to collaborate on plays and build one data pipeline organized around a common, comprehensive understanding of the customer. 

“We as a company can decide what our ideal customer profile is and push that into the market. You decide who your personas are and push that information for the GTM teams to use,” Beetham says. 

And this really pays off for the business.

“In 2021, outbound channels influenced 30% of the upsell revenue that came in for ZoomInfo,” she says. 

ZoomInfo-Enriched Data When and Where You Need It

With robust, accurate data, sales and marketing teams at ZoomInfo can identify and target key decision-makers whenever and wherever they need to.  Platforms like ZoomInfo’s Snowflake Connector can unlock the power of that data, driving efficiency, autonomy, and revenue growth for GTM teams. 

Talk to a data specialist today to find out more.