The world of B2B sales and marketing is at an inflection point.
Traditional go-to-market (GTM) strategies, which rely on fragmented systems, are struggling to keep up with the demands of an increasingly competitive, fast-paced market. Companies spend billions of dollars annually on GTM efforts, yet many still fail to achieve their growth targets.
Why? Because their strategies are built on a flawed foundation: bad data. In fact, research from Salesforce indicates that a staggering 90% of CRM data is incomplete.
And when outdated, incomplete, and unreliable data meets the rising complexity of modern buyer behaviors, the result is chaos — bad data erodes the effectiveness of marketing campaigns, derails sales efforts, and creates inefficiencies across revenue operations.
For too long, companies have tried to fix this fundamental problem with incremental improvements to data quality, GTM strategy, and tech stacks. But in the AI era, half-measures and partial fixes will no longer suffice.
Luckily, an emerging category of solutions can finally correct the underlying causes of this data disconnect: Go-to-Market Intelligence, a transformative approach that equips companies with a combination of clean, actionable data, real-time insights, and AI-powered automation to drive growth.
By leveraging solutions like ZoomInfo’s GTM Intelligence Platform, businesses can align sales, marketing, and operations around a unified strategy, turning their data challenges into competitive advantages. Here’s how it works, why now is the right time to adopt GTM Intelligence, and how ZoomInfo is leading the way in the GTM Intelligence age.
What is GTM Intelligence?
First, we want to define this new approach.
Go-to-Market Intelligence, or GTM Intelligence, is the fusion of:
- High-quality B2B company, contact, firmographic, and technographic data — constantly updated, verified, and validated
- Buying signals, such as buyer intent data, company announcements, and survey responses
- AI-fueled insights, analysis, and research, including recommended workflows, outreach, and messaging
GTM Intelligence enables sales, marketing, operations and customer teams to combine their first-party CRM data with dynamic, high-quality third-party data and signals to develop a complete view of their customers, prospects, and markets.
GTM Intelligence also gives companies the fuel to create automations, workflows, and agents that are far more powerful than basic AI solutions, driving real value at scale much faster than mass-market AI tools or simple CRM assistants.
The Data Problem: Why Traditional GTM Strategies Are Failing
Data is at the heart of every GTM strategy. It’s the engine that powers prospecting, personalization, and pipeline generation. But when that data is flawed, the entire system breaks down.
One expert study found that poor data quality costs companies up to 25% of their annual revenue. And a Gartner report shows that a staggering 60% of companies don’t even measure the annual cost of data quality.
The problem is compounded by disconnected systems. Key insights about customer intent, competitor activity, and buying signals are often buried in emails, call notes, and isolated tools, making it nearly impossible for teams to work cohesively.
Even companies investing heavily in AI and automation find themselves falling short. Why? Because AI is only as good as the data it’s fed. Messy, outdated, or siloed data limits the effectiveness of even the most advanced tools, leaving teams spinning their wheels.
The New Era: Why GTM Intelligence Is a Strategic Imperative
The future of B2B success lies in GTM Intelligence — the integration of AI-ready insights, real-time signals, and seamless automation to create a cohesive, agile go-to-market strategy. GTM Intelligence transforms the way businesses operate by solving the data problem at its core.
Solutions like ZoomInfo’s GTM Intelligence Platform are leading this transformation. Here’s how:
- Dynamic, Accurate Data: ZoomInfo’s GTM Data Universe provides a constantly updated, comprehensive view of 100M+ companies, 500M+ contacts, and billions of signals like funding announcements and role changes.
- Real-Time Intent Signals: Identify decision-makers actively researching competitors or planning purchases, enabling timely and precise outreach.
- AI-Driven Insights: From prospecting to campaign execution, AI transforms raw data into actionable strategies, streamlining workflows and maximizing efficiency.
This goes far beyond simply improving existing processes or improving poor quality data. GTM Intelligence is actually redefining how B2B teams think, plan, and execute their GTM motions.
The Value of GTM Intelligence: A Game-Changer for B2B Teams
GTM Intelligence solves the root causes of bad data while delivering measurable outcomes across the entire customer lifecycle. Let’s break it down:
1. Creating High-Quality Pipelines
Building a healthy pipeline is the lifeblood of revenue generation. GTM Intelligence makes this process smarter and more efficient:
- Targeting High-Value Accounts: AI-powered intent signals reveal which accounts are most likely to buy, such as those conducting competitor research or announcing funding rounds.
- Personalizing Outreach at Scale: Dynamic data enables sales and marketing teams to craft highly personalized messaging that resonates with prospects, increasing engagement rates.
2. Growing and Retaining Customers
The work doesn’t stop once a deal is closed. GTM Intelligence equips teams to drive renewals, expansions, and long-term customer loyalty:
- Maintaining Complete Account Visibility: Monitor changes in organizational structure, leadership roles, and other key factors to stay ahead of shifts within customer accounts.
- Delivering Tailored Engagement: Use actionable insights to design smarter renewal and upsell strategies, ensuring customers see value at every stage of their journey.
3. Maximizing Rep Productivity
Time is a precious resource for sales and marketing teams. GTM Intelligence eliminates inefficiencies, allowing teams to focus on what they do best: driving revenue.
- Automate Repetitive Tasks: Processes like data cleaning, segmentation, and deduplication are streamlined, freeing up time for higher-value activities.
- Reduce Frustration: With access to clean, accurate data, reps can focus on building relationships and closing deals instead of battling broken systems.
The Strategic Edge: Aligning GTM Intelligence with Market Trends
To understand why GTM Intelligence is the next big thing, we need to look at the broader trends shaping B2B:
1. AI and Automation Are Reshaping GTM
The global AI market is projected to grow at a CAGR of 37.3% by 2030 as businesses use AI to automate processes, uncover insights, and enhance decision-making. ZoomInfo’s AI-powered GTM Intelligence Platform is designed to harness this trend, embedding intelligence into every step of the go-to-market process.
2. Data-Driven Strategies Are Becoming the Norm
It’s no surprise that research shows data-driven companies significantly outperform their competition. ZoomInfo positions its customers for success by delivering clean, enriched data that drives smarter decisions across sales, marketing, and operations.
3. Personalization Is No Longer Optional
According to Salesforce, 73% of customers expect companies to understand their unique needs. GTM Intelligence enables hyper-personalization at scale, helping businesses meet and exceed these expectations.
Why ZoomInfo Leads the Way in GTM Intelligence
Among the platforms driving this revolution, ZoomInfo stands out for its ability to deliver real, measurable value. Here’s why:
- Our GTM Data Universe: Our signals and insights deliver a 360-degree view of your buyers beyond your messy CRM to understand who they are, what they need, and when to engage them.
- Built to Connect: Our intelligence layer connects sales, marketing and ops teams, plugs into any tech stack, and unifies siloed customer data so everyone has the same information right now.
- Agent-Ready: We provide smart automation built for people and ready for agents. That means AI can layer on top of our system and free humans up to do the most important work, knowing that quality data is powering their automation.
The Bottom Line: GTM Intelligence Is the Future
Every company faces a choice: They can stick with outdated systems and struggle to hit revenue targets as inefficiencies pile up, or embrace GTM Intelligence and unlock the full potential of their data, teams, and tools.
In an era of sky-high customer expectations and fierce competition, GTM Intelligence is no longer optional. Platforms like ZoomInfo are much more than another tool — they’re strategic enablers of growth, aligning sales, marketing, and operations to drive revenue, improve efficiency, and stay ahead of market trends.
The companies that adopt GTM Intelligence today will define the future of B2B marketing and sales. The question is: Will you lead the way?