There’s a myth out there, and it’s a myth that’s alive and well in too many go-to-market (GTM) teams.
It’s the idea that revenue generation isn’t creative.
I know how deep that myth runs because I’ve heard it from my own family. My sister designs jewelry — truly artisanal craftsmanship — and one year over Thanksgiving dinner, she leaned across the table, fork in hand, and said:
“My job is creative. Yours isn’t.”
I was actually offended.
Building a go-to-market machine is creative. It has to be. If you’re doing it right, you’re solving for edge. You’re seeing the opportunities in the whitespace. You’re pulling insights out of unstructured signals and orchestrating plays others haven’t imagined yet.
You’re not following the playbook — you’re writing it.
But here’s the problem. For most GTM professionals, it’s always been hard to point to that creativity. You don’t get to say, “I’m creative — look at this spreadsheet.” You don’t get to showcase your pipeline artistry the way a product designer shows off a Figma prototype.
And so the myth survives.
Harnessing Creativity in GTM
Through ZoomInfo’s Go-to-Market Intelligence Platform, we’re helping our customers operationalize their creative edge — turning call transcripts, buying signals, intent data, and email threads into live, executable, persona-driven campaigns.
Our customers are eliminating the lag between strategy and execution:
- They’re actioning creative ideas every day, rather than wasting time validating those ideas in internal slide decks
- They’re cutting campaign execution time in half, rather than missing opportunities pursuing poor-fit accounts
- They’re activating precise, persona-driven GTM plays based on actionable, strategic GTM Intelligence, rather than following outdated “best practices” that are no longer relevant
- They’re uniting Sales and Marketing teams around signal-based targeting, rather than arguing over attribution or lead quality
With Go-to-Market Intelligence, you don’t have to wait for someone to “pull the right report” anymore.
For years, we’ve thought of revenue as a process, and creativity as a luxury. But the truth is, creativity — and the ability to execute on it — is what wins.
And the ZoomInfo GTM Intelligence Platform is finally giving you the tools to move as fast as you can think.
So don’t believe the myth that building a business is boring. You are creative — and it’s time for you to unleash your creativity.
