ZoomInfo's verified GTM intelligence (100M companies, 500M contacts, billions of signals) now flows into DataGroomr through GTM.AI, giving Salesforce data quality teams a continuously refreshed source of truth for deduplication, cleansing, and enrichment.
ZoomInfo (NASDAQ: GTM) today announced that DataGroomr, the AI Salesforce data quality platform, is now integrated with GTM.AI as a Powered-by-ZoomInfo Partner App. DataGroomr customers can pull ZoomInfo's verified GTM intelligence directly into their data quality workflows for deduplication, cleansing, and enrichment, with both sides accessible through API and Model Context Protocol (MCP). The connection makes ZoomInfo's GTM Context Graph the verified backbone underneath DataGroomr's machine learning matching engine.
Key takeaways
DataGroomr is now a Powered-by-ZoomInfo Partner App with a native enrichment connector to GTM.AI, available to mutual customers in Salesforce.
GTM.AI is the headless GTM context layer, open to any agent, app, or platform through API and MCP. DataGroomr joins dozens of completed integrations across CRMs, AI assistants, custom MCP connectors, and customer-built agents.
ZoomInfo's GTM Context Graph supplies identity-resolved data on 100M companies, 500M contacts, and billions of buying signals, continuously updated and continuously queryable.
The integration covers three surfaces: a GTM Studio Data Connector for enriching audiences with DataGroomr licenses, a native enrichment connector that brings ZoomInfo GTM intelligence into DataGroomr, and API and MCP access for partners building on top.
What is DataGroomr?
DataGroomr is an AI-powered Salesforce data quality platform that detects and eliminates duplicate records, verifies data accuracy, standardizes formats, and automates ongoing maintenance. Its machine learning engine generates models tailored to each customer's Salesforce data, then refines matching accuracy as users approve or reject merges. DataGroomr handles deduplication, cleansing, verification, import screening, and enrichment from a single interface installed natively in Salesforce.
DataGroomr is SOC 2 Type II and HIPAA compliant, with all data analysis performed in secure AWS environments and no customer data stored outside the Salesforce tenant.
How does the DataGroomr and ZoomInfo integration work?
The integration spans three connection points, all routed through GTM.AI.
Native enrichment connector. DataGroomr pulls ZoomInfo GTM intelligence into its matching, verification, and enrichment workflows. When DataGroomr's AI evaluates a candidate merge or proposes a fill for a missing field, it can ground that decision in ZoomInfo's verified company and contact records rather than relying solely on the data already inside Salesforce.
GTM Studio Data Connector. Mutual customers can enrich GTM Studio Audiences using DataGroomr licenses through a Custom Data Connector. That means a marketer building a target audience inside ZoomInfo GTM Studio can apply DataGroomr's cleansing and dedupe logic to the source records before the audience is activated.
API and MCP access. Partners can build applications that access ZoomInfo's GTM intelligence directly through API and MCP. The Model Context Protocol surface is the same one used by AI agents on Salesforce Agentforce, HubSpot Breeze, Microsoft Copilot, Claude, ChatGPT, and dozens of customer-built DIY agents. DataGroomr taps the same context.
What is GTM.AI, and why is it the verified data layer for DataGroomr?
GTM.AI is ZoomInfo's headless GTM context layer. It exposes ZoomInfo's verified data graph and agentic orchestration through API and Model Context Protocol (MCP), so any agent, app, or workflow can plug in. GTM.AI is built on two layers with a governance layer above both: the GTM Context Graph (the verified data on companies, contacts, and signals) and Agentic Orchestration (the runtime that lets agents act on that data). Platform-level governance, access control, permissioning, lineage, and audit logging apply uniformly across every surface that consumes the layer.
For DataGroomr, GTM.AI is the verified data source its AI matching applies against. The DataGroomr engine is excellent at deciding which Salesforce records are duplicates and which fields need to be standardized. What it needs underneath is a continuously refreshed graph of what the world actually looks like right now. That is what GTM.AI provides.
Why does verified data matter for Salesforce data quality?
Roughly 70% of B2B contact data decays every year. Job changes, company moves, mergers, role shifts, departures. A Salesforce data quality program that runs against stale data is solving last quarter's problem.
The traditional pattern was to run a one-time cleanse, then watch the records rot again. The shift happens when the data quality engine is wired to a continuously updated graph instead of a snapshot. DataGroomr's AI handles the matching and merging. GTM.AI provides the underlying ground truth. The two together turn Salesforce data quality from a periodic project into a continuous condition.
For RevOps teams, the implication is concrete. AI SDRs, forecasting models, account scoring, marketing audiences, and territory rules all read from Salesforce. If the records they read are duplicated, stale, or missing the firmographic fields that segmentation depends on, every downstream system inherits the error. Clean records at the source fix many problems at once.
How is the DataGroomr and ZoomInfo integration different from generic Salesforce data enrichment?
Three dimensions distinguish this integration from a generic enrichment add-on.
AI matching applied to a verified data graph, not raw CSVs. Most enrichment tools deliver records and leave the matching problem to the customer. DataGroomr's machine learning engine handles the matching with model fit tuned to each org's data. GTM.AI supplies the verified records the matching applies against.
Native to Salesforce, governed by GTM.AI. DataGroomr runs inside the customer's Salesforce environment. Data flows from GTM.AI under the same access control, permissioning, and audit logging that govern every other GTM.AI surface, including agents on Agentforce, Breeze, and Copilot.
API and MCP access for downstream agents. The same MCP endpoint that DataGroomr connects to is available to the customer's other AI agents. Salesforce data quality stops being a siloed admin function and becomes an input every AI surface can rely on.
What does this mean for RevOps and Salesforce admins?
Two implications stand out.
Continuous data quality replaces project-based cleansing. Instead of running a quarterly dedupe project, RevOps teams can run DataGroomr against a graph that is continuously refreshed by GTM.AI. The maintenance burden goes from project to schedule.
AI agents inherit clean records by default. Any agent acting on Salesforce data (Agentforce Prospecting, Breeze copilots, Copilot in Dynamics, custom MCP agents) reads the same data that DataGroomr and GTM.AI have already validated. The quality work is done once, upstream, and every downstream agent benefits.
FAQ: DataGroomr, Salesforce data quality, and GTM.AI
What is DataGroomr? DataGroomr is an AI-powered Salesforce data quality platform that handles deduplication, cleansing, verification, enrichment, and import screening. It installs natively in Salesforce, uses machine learning to generate org-specific matching models, and is SOC 2 Type II and HIPAA compliant.
What is GTM.AI? GTM.AI is ZoomInfo's headless GTM context layer. It exposes ZoomInfo's verified data graph (100M companies, 500M contacts, billions of signals), agentic orchestration, and platform-level governance through API and Model Context Protocol (MCP), so any agent, platform, or workflow can plug in. GTM.AI powers dozens of completed integrations including Salesforce Agentforce, HubSpot Breeze, Microsoft Copilot, Gong, LeanData, Glean, Claude, ChatGPT, and Google Workspace.
Is DataGroomr a Powered-by-ZoomInfo partner? Yes. DataGroomr is listed in the ZoomInfo App Marketplace under the Powered-by-ZoomInfo Partner Apps (API/MCP) and Revenue Operations categories.
How does DataGroomr improve Salesforce data quality? DataGroomr's machine learning models detect duplicate records, propose merge actions, validate emails, phone numbers, and addresses, standardize field formats, and screen incoming data before it enters Salesforce. With the GTM.AI connection, those decisions are grounded in ZoomInfo's verified GTM Context Graph instead of relying solely on the records already in the org.
What is the difference between Salesforce data cleansing and Salesforce data enrichment? Salesforce data cleansing removes duplicates, standardizes formats, and corrects errors in records already in the system. Salesforce data enrichment fills in missing fields and updates stale fields with verified external data. DataGroomr handles both, and the GTM.AI integration extends the enrichment side with ZoomInfo's continuously refreshed company and contact data.
Does the integration require additional setup? Mutual customers connect DataGroomr to ZoomInfo through a native connector with implementation guides published in the ZoomInfo App Marketplace. API and MCP access is available through docs.zoominfo.com.
What signals does GTM.AI provide to DataGroomr? ZoomInfo's GTM Context Graph supplies firmographics, technographics, corporate hierarchy, contact details, intent signals, and continuously refreshed verification data. DataGroomr's matching and enrichment workflows can apply any of these as inputs.
How does GTM.AI handle governance for connected apps like DataGroomr? GTM.AI's platform layer applies access control, permissioning, data lineage, AI policy, and audit logging consistently across every surface that consumes it. That includes ZoomInfo itself, partner apps like DataGroomr, embedded surfaces, and customer-built DIY agents. Customers maintain a single governance posture across their entire AI footprint.
Why does the data foundation matter for AI Salesforce data quality? Roughly 70% of B2B contact data decays every year. An AI engine making merge or enrichment decisions on stale data produces bad outcomes at machine scale. Verified, continuously refreshed data through a continuously queryable graph is the difference between a data quality program that holds and one that drifts.
Is the DataGroomr and ZoomInfo integration available now? Yes. DataGroomr is listed in the ZoomInfo App Marketplace today, with native enrichment, GTM Studio Data Connector, and API and MCP access available to mutual customers.
Availability
The DataGroomr integration with ZoomInfo's GTM.AI is generally available today to mutual DataGroomr and ZoomInfo customers through the ZoomInfo App Marketplace.
About ZoomInfo
ZoomInfo (NASDAQ: GTM), the all-in-one AI GTM platform, enables sales, marketing, and customer success teams to execute their go-to-market strategy with confidence. Powered by the industry's most comprehensive B2B data, including more than 100 million companies, 500 million contacts, and billions of signals, ZoomInfo delivers the intelligence, automation, and integrations that modern revenue teams need to identify, engage, and convert their best buyers.
GTM.AI is ZoomInfo's headless GTM context layer. It is the API and Model Context Protocol home for AI agents, powering integrations across Salesforce Agentforce, HubSpot Breeze, Microsoft Copilot, Claude, ChatGPT, and dozens more.
Learn more at zoominfo.com and gtm.ai.
Media contact: Public Relations Team ZoomInfo PR@zoominfo.com
