For more than a generation, customer relationship management (CRM) systems have been the unquestioned core of virtually every go-to-market strategy. But GTM leaders are increasingly wondering whether their CRM is telling the whole truth.
Whether it’s disruptive new technologies like AI, dramatic swings in regulatory approach, or constant shifts in career mobility, it’s never been more true: Your ideal customer’s org charts, priorities, and budgets will be wildly different from year to year — and even quarter to quarter.
Bottom line? Your CRM is too often a mirage of the true market, hindering frontline GTM teams, slowing revenue growth, and limiting opportunities across the board.
The solution for this data disconnect is Go-to-Market Intelligence, built on a constantly updated universe of sophisticated data and buying signals that turn stagnant, chaotic CRM data into the foundation of modern growth.
Here’s how it all comes together, and how some of today’s most innovative companies leverage ZoomInfo’s data to fuel their GTM engines.
CRM Data Quality: Common Challenges
Modern business simply moves too quickly for even the most diligent teams to update and validate their CRM data effectively. Yet this data is also expected to be the foundation for any GTM initiative your company needs to execute.
As a result, most CRM systems are plagued with duplicate records and inaccurate data, throwing sand into the gears of every GTM motion you’re running — leading to inaccurate forecasts, missed opportunities, and lost revenue.
At ZoomInfo, we’ve been working for nearly 20 years to solve this persistent problem. The result is a foundational data universe that we believe stands alone in today’s market.
How We Built a Universe of GTM Data
As the world leader in go-to-market (GTM) data, ZoomInfo is uniquely positioned to provide a dynamically updated, 360-degree view of prospects, accounts, and markets.
What sets ZoomInfo’s data apart is the breadth and depth of those insights: actionable, strategic intelligence that no other provider can match, including more than 100 million company records, 500 million professional profiles, and billions of real-time signals.
It’s the same data universe that powers our own applications, available for custom use by our customers:
- Buying signals such as intent data, proprietary survey responses, earnings report and regulatory filing insights, and hiring trends
- Contact data with unparalleled coverage, depth, and quality
- Enterprise-ready company IDs, locations, and hierarchical data
- Industry segmentation that goes beyond a traditional SIC/NAICS approach, enabling more discrete targeting
- Bespoke advisory and guidance services from our in-house data professionals to create and deploy unique, customized workflows
This data can be delivered wherever and however our customers need it: through APIs, directly into data warehouses, or even via a flat file. ZoomInfo’s data can be accessed via seamless, native integrations with Salesforce, Microsoft Dynamics, Snowflake, Amazon Web Services, Google Cloud, or Databricks, and our enterprise-grade APIs handle millions of calls daily.
ZoomInfo’s data is also fully compliant with global regulatory frameworks such as the European Union’s GDPR, Brazil’s LGPD, and industry standards including ISO 27001 and SOC 2 Type 2, offering our customers peace of mind and confidence in the security of their data.
So, how can GTM leaders leverage this dynamic data ecosystem in their work?
Identify & Broaden Your TAM
Many sales leaders are learning firsthand that even the most advanced AI models are of little use if the data across their tech stacks can’t be trusted.
According to a ZoomInfo survey of more than 11,000 GTM professionals, 43% of companies struggle to connect buyer insights across multiple systems, resulting in missed opportunities and lost revenue.
ZoomInfo is already helping GTM leaders bridge these gaps and seize the opportunities their competitors are missing. ZoomInfo customers were able to increase their TAM by an average of 40% in 2024, thanks to the comprehensive visibility offered by our GTM Intelligence Platform and its underlying data universe.
Case Study: Thermo Fisher Scientific
Biotechnology firm Thermo Fisher approached ZoomInfo after their sales leaders suspected there were greater opportunities in their SMB market than they were currently calculating. Their suspicions were correct — so ZoomInfo’s data consultants set to work on quantifying that and improving the company’s understanding of its true TAM.
We analyzed more than 32 million job vacancies, a process that revealed untapped sub-industries and geographies for Thermo Fisher’s SMB business. As a result, the company’s TAM is over $2 billion larger than previously estimated.
The partnership didn’t end there. We also partnered with Thermo Fisher to build an enhanced definition of its ICP based on historical data about closed-won new business opportunities. We also provided the company with intent, news, and technographic data, which they used to create AI-powered propensity models to accurately determine relative fit and engagement.
These insights transformed how Thermo Fisher’s sales teams prioritized prospecting for new business. The company reallocated frontline sales teams and allocated greater marketing budget to those highest-propensity accounts through the new scoring system – opportunities that were 80% more likely to convert and three times more likely to close.
Upsell & Cross-Sell Key Accounts
Every experienced GTM professional knows it’s often easier and more sustainable to grow their best accounts rather than chasing down net-new business.
ZoomInfo’s actionable, real-time intent signals, combined with the 360-degree view of customers’ businesses offered by our firmographic, hierarchical, and technographic data, allows marketers to identify and act on fresh new cross- and upsell opportunities as they happen.
The results speak for themselves: In 2024, marketers using ZoomInfo were able to achieve an average increase in campaign ROI of 1.5X.
With businesses that excel in personalization generating approximately 40% more revenue, better data means more meaningful personalization at scale.
Case Study: Snowflake
Leading cloud data storage provider Snowflake relies on ZoomInfo’s data foundation to create what the company calls its Account Propensity Scoring system.
ZoomInfo data feeds more than 70 different fields into this AI modeling system, which combines signal data with Snowflake’s internal, first-party opportunity data to accurately predict which accounts are ready and primed for expansion.
Snowflake’s sellers don’t even need to actively search for these opportunities. Signal data is automatically contextualized and summarized by generative AI in alert notifications, saving sellers precious time and enabling them to focus on the accounts with the highest potential impact.
As a result, Snowflake has increased its average sales price (ASP) by 11% and improved overall account penetration by 24%.
Improve Territory Design & Segmentation
Revenue operations (Rev Ops) leaders are facing two urgent challenges: designing smarter territory expansion plans, and ensuring individual and team productivity.
Reaching those goals means prioritizing the highest-potential accounts to maximize impact — and that takes the kind of timely, trustworthy data and actionable intelligence you simply won’t find solely in traditional CRM systems.
The data universe foundation of ZoomInfo’s GTM Intelligence platform makes this possible.
Case Study: Capital One
Before partnering with ZoomInfo, salespeople at Capital One were struggling with manual, inefficient territory planning processes.
To solve these problems, Capital One partnered with ZoomInfo to gain granular insights into their true ICP, using hierarchical intelligence to identify relationships between parent companies and individual decision-makers, as well as the number of locations associated with those parent companies.
These insights enabled Capital One to precisely map hierarchies and all individual company locations. ZoomInfo then consulted with Capital One to develop a unified, end-to-end workflow that matched this information with other data sources, including multi-vendor data enrichment, and built new hierarchies and assignment logic.
The result? A process that used to take 12 weeks now takes just three, and deal velocity increased by 8%.
Actionable, Insightful GTM Intelligence — Today
CRM data quality has bedeviled GTM professionals for too long. But with GTM Intelligence, forward-thinking companies are finally solving their CRM data management headaches for good.
Many of the world’s largest companies — including 60% of the Fortune 100 and four out of five businesses with the largest market capitalizations — rely on ZoomInfo’s data universe and GTM Intelligence Platform to define and understand their ICPs, realize the true opportunity value of their TAM, and increase GTM team productivity.
Speak with one of ZoomInfo’s data experts today to learn how our data universe and GTM Intelligence Platform can help your business succeed.