Enterprise go-to-market leaders live by three simple words: Return on investment. Delivering ROI for customers is their only path to growth, and partners have to meet the same expectations.
A new Total Economic Impact™ study, conducted by Forrester Consulting on behalf of ZoomInfo, gives fresh insight into ZoomInfo’s ROI for enterprise GTM teams.
The results are compelling: ZoomInfo delivered 316% ROI over three years, a 4x return on investment. The TEI study also identified $7.6 million in total quantified benefits for the composite company over three years, and a payback period of less than six months.
Here’s more about how the study was conducted, and insights from customers who shared how ZoomInfo is driving results for their GTM teams.
Significant, Positive ROI
For this commissioned study, Forrester aggregated the experiences of multiple ZoomInfo customers and combined the results into a single composite company, representing a global B2B business with revenue of $1.5 billion per year.
The firm’s investment drove $5.8 million in risk-adjusted net present value, driven by improved data quality, more effective selling and marketing processes, automation, and enhanced targeting.
$5M additional margin from improved sales and marketing performance
The largest driver of value in the TEI study came from revenue improvement within normal sales, RevOps, and marketing practices. ZoomInfo's combination of high-quality data and buying signals, GTM process automation, and AI-powered insights delivered a 1.5% revenue improvement, translating to a $5M margin gain over three years.
Key drivers of this improvement included:
Better data quality: Users no longer needed to double-check results, and contact attempts were far more successful
Time savings: According to an interviewed manager of cloud engineering in the technology industry, “ZoomInfo has reduced the time salespersons spend doing research by 4 to 5 hours per week, giving them more time to sell.”
Faster campaigns: An interviewed managing director of data integration in the payment services industry reported, “Our campaign preparation time has been reduced from approximately five months to two to three weeks.”
Improved signals: A senior manager of revenue technology in the technology industry noted that, “Accounts with ZoomInfo-sourced signals have shown a 2.7x increase in deal size.”
ZoomInfo Copilot: The natural language interface simplified research and enabled interactive analysis, including multiple hypothetical scenarios
Interviews with actual customers drove home these aggregated results.
"Marketing-driven leads are presented to sales instantaneously with organization and contact information, when it previously took a day,” a VP of revenue operations at one software company said. “This has improved our probability of closing a deal by around 25%."
$1.3M new revenue from personalized targeting
ZoomInfo customers interviewed for the TEI study also achieved significant results from hyper-personalized targeting — precision that was previously impossible or required extensive custom effort. ZoomInfo's capabilities enabled teams to:
Match contacts' roles to personas, which could then be matched to products and services
Identify champions who had moved to new employers, with current contact information
Target different individuals in the same organization with relevant product offerings
Execute focused campaigns with dramatically improved conversion rates
“A single alumni-tracking initiative using ZoomInfo generated $2 million in pipeline from 10 deals in just the first two weeks,” said a senior manager of revenue technology at a technology company.
$1.1M in labor productivity through reassignments
The level of automation, elimination of manual tasks, and data analysis improvements enabled by ZoomInfo allowed the composite company to reassign several key employees to more valuable roles, representing $1.1 million in quantified benefits for the composite organization.
"We set up workflows to automatically identify and enrich contacts,” a senior vice president of sales at a financial services company said. “It seemed like RevOps was manually enriching every record previously."
Lower costs for third-party tools and databases
The composite organization was able to reduce some existing tools, databases, and associated IT labor due to ZoomInfo's comprehensive data and capabilities.
While business priorities focused on driving new revenue rather than producing immediate cost savings, the natural transition of revenue-generating processes to ZoomInfo resulted in measurable avoided costs.
Beyond the Numbers: Strategic Benefits
ZoomInfo customers also reported several additional benefits that provide significant value but are harder to measure:
Authoritative source of truth: ZoomInfo serves as the sales and marketing data source of record, providing trusted, current, and valuable data that team members frequently use with confidence.
Compliance and security improvements: Organizations have seen significant improvements in their compliance and security posture through centralized data access controls, encryption, and built-in compliance features.
Employee satisfaction improvements: Sales, RevOps, and marketing teams are happier due to the ZoomInfo implementation. Eliminating manual tasks has allowed them to do more value-adding work, and the quality of data and tools has enabled them to produce better results.
Improved decision-making: ZoomInfo provides insights that inform strategy and tactical decision-making, including industry and global region knowledge that helps organizations improve their approach to different markets.
The Bottom Line: Considerable, Measurable Returns
The 2025 Total Economic Impact™ Of ZoomInfo study demonstrated that ZoomInfo delivers substantial value to enterprises.
The Forrester study provides a detailed, data-driven, examination of the results ZoomInfo has delivered for enterprise customers seeking to demonstrate ROI on their technology investments, overcome data quality challenges, and drive measurable revenue growth.
Download the full Forrester Total Economic Impact™ study today to explore the complete methodology, detailed financial analysis, and insights from organizations that have transformed their go-to-market operations with ZoomInfo.
Research methodology
Forrester interviewed decision-makers with experience using the ZoomInfo platform at five organizations. These organizations represented industries including financial services, technology, payment services, and software, with annual revenues ranging from $100M to $50B.
For the purposes of this commissioned study conducted by Forrester Consulting on behalf of ZoomInfo, Forrester aggregated the experiences of the interviewees and combined the results into a single composite organization representative of a global B2B business with revenue of $1.5B per year.