One of the most urgent challenges facing businesses today is objectively evaluating their true go-to-market (GTM) capabilities.
How reliable is the data? How lean is the tech stack? Are frontline sales and marketing teams working together, or against one another? Are campaigns and plays automated and coordinated, or one-off shots in the dark?
Until now, it’s been difficult for many companies to definitively answer these questions, leading to misaligned expectations, wasted spend, and missed opportunities.
ZoomInfo has been helping businesses of all sizes go to market for nearly 20 years, and we’ve worked with over 35,000 different customers. We’ve transformed our significant institutional knowledge into a practical framework that any company can use to evaluate the strength of their GTM strategies: the ZoomInfo GTM Intelligence Index.
What Is the GTM Intelligence Index?
The GTM Intelligence Index is a free online assessment that takes just a few minutes to complete. Business leaders can use this to evaluate the effectiveness of their GTM strategy.
The GTM Intelligence Index can benchmark a company’s GTM strategy against what we see are the most effective approaches. We’ve made it easier for businesses of all sizes to understand how they’re doing, identify weaknesses, and take informed steps to improve.
“We’ve done this with thousands of customers, and we’ve done it with hundreds of the Fortune 500, and it’s always interesting to see the results they get,” says Andrew Riesenfeld, ZoomInfo’s COO of GTM.
Origins of the GTM Intelligence Index
The GTM Intelligence Index was originally conceived by Riesenfeld at a company offsite in 2022.
A firm believer in replicable, scalable processes, Riesenfeld began sketching out the beginnings of what would eventually become the foundation of the Index by mapping how companies collect, govern, and leverage their data alongside the sophistication of their engagement strategies, initially represented as a linear maturity curve.
It didn’t take Riesenfeld and ZoomInfo’s GTM team long, however, to begin iterating upon and refining his original concept.
Today, the GTM Intelligence Index still bears a strong resemblance to its earlier prototype, mapping the centralization of a business’ GTM intelligence with the orchestration of engagement automation, in a visual matrix.
How Can Companies Use the GTM Intelligence Index?
Identifying strengths, weaknesses, and opportunities in your GTM approach using the GTM Intelligence Index couldn’t be easier.
To determine how sophisticated your GTM approach is, simply answer a series of 10 multiple-choice questions about your current GTM initiatives. These questions cover a range of topics, from the extent of your automation efforts to the types of data you use.
Upon completion, the GTM Intelligence Index will score your efforts on a scale of 1-100 and provide an overview of what’s working well and areas that could benefit from more attention. The results, including actionable recommendations for improvement, are then delivered by email.
Each recommendation provided by the GTM Intelligence Index is immediately actionable and directs users to additional learning resources for each area of opportunity.
Unlock Insights, Engage Customers, Win Faster
Today, businesses of all sizes, in every industry and vertical, must modernize their GTM approach if they hope to remain competitive. It’s no longer enough to focus on and pursue growth at all costs — businesses must reckon with the cost implications of their GTM strategies and maximize ROI wherever possible.
Take the first step toward modernizing your GTM today so you can unlock insights, engage more customers, and win faster.