At present’s gross sales groups have the power to make use of instruments that will merely blow the thoughts of somebody who first got here up within the {industry} simply 10 years in the past. 

However regardless of the pace of innovation in gross sales tech, there are nonetheless massive companies and small startups alike whose major sources of knowledge for focusing on are Google, fundamental contact-scraping software program, and LinkedIn Gross sales Navigator.

What’s the distinction? As a ZoomInfo person and companion, there isn’t a manner I might do my job with out the firmographic, technographic, and demographic data and filters in SalesOS. 

However past simply telling you ways effectively this may work, I’ve really executed the maths, and you may see for your self. I’ve gone deep into the affect ZoomInfo can have on a gross sales group’s day-to-day work, and if used correctly, you’ll be able to greater than double the variety of offers whereas spending only a tiny fraction of extra labor.

ZoomInfo vs. Different

Let’s take two gross sales groups:

• Firm A makes use of ZoomInfo
• Firm B makes use of fundamental contact-scraping software program

Every firm has a group of 10 gross sales reps working eight hours per day. Two of those hours are spent prospecting:

• One hour discovering firms to succeed in out to
• One hour discovering contact data for prospects within the firm

In a super world, it might be executed in targeted chunks. Lots of you studying this know this isn’t the way it works. As an alternative, that is what the typical gross sales rep’s day actually seems to be like:

You begin the day by checking your e mail. Any responses from yesterday’s outreach? You reply to them. OK, let’s verify the standing of the chilly e mail marketing campaign you despatched yesterday: 50% open price, two responses. One asking to cease sending emails. The opposite asks what you’re providing. 

Alright now, let’s prospect! Log into your prospecting software program and compile a listing of firms to succeed in out to based mostly in your ICP traits and focused job titles. Then add them to your SEP and begin outreach.

What occurs subsequent relies on the software you’re utilizing. And that is the place next-generation instruments like ZoomInfo begin to instantly carry your gross sales group, including hours to your day.

Characteristic Comparability

Firm A, utilizing ZoomInfo, can use event-based triggers to focus on certified firms based mostly on:

• Funding spherical
• Business
• Firm Measurement
• Firm development
• Firm hiring/layoffs
• Current hires
• Inside construction
• Division development
• Expansions
• Expertise they use (technographics)
• How lengthy they’ve been utilizing a competitor
• Mergers and acquisitions
• Forms of departments
• Information
• ZoomInfo Scoops
• Inside initiatives (ZoomInfo Scoops)

Firm B can solely goal:

• Business
• Contact data
• Firm measurement
• Something they will discover through Google

What to Count on

In our instance, each firms can be promoting gross sales enablement software program (SES)  to software program firms with a headcount of 50-1,000 staff. The businesses are segmented by gross sales rep headcount::

• 10+ gross sales reps for small and medium companies
• 30+ gross sales reps for mid-market 
• 100+ gross sales reps for enterprise 

We’re promoting to CEOs, vice presidents of gross sales, gross sales administrators, and gross sales managers.

1. Constructing a TAM record

Firm A constructed out a search on ZoomInfo and located 3,958 firms that match this market in 5 minutes.

Firm B started manually looking however can’t filter for division measurement, in order that they’re uncertain what number of firms are available in the market. The contact-scraping software program exhibits 10,000 firms, however many are unqualified resulting from inaccurate {industry} classification. It additionally exhibits many software program consulting corporations that don’t match the ICP, so reps must manually parse the record to seek out certified prospects. This will value hours per rep spent — time that’s not spent promoting.

In case you’re spending two minutes per firm throughout all 10,000 firms, that provides as much as 333 hours simply parsing the TAM record. Your competitor, utilizing ZoomInfo, did it in 5 minutes.

2. Division Measurement

Firm A can additional filter the three,958 firms all the way down to firms with particular triggers. Since we’re promoting SES, we wish to goal firms with salespeople. Now we have three distinct markets — ZoomInfo searched and located the next in lower than two minutes per market:

• SMB: 10-29 gross sales reps = 2,215 firms
• MM: 30-99 gross sales reps = 1,396 firms
• Enterprise: 100+ gross sales reps = 397 firms

Firm B can’t filter for division measurement, in order that they must manually name gross sales managers, VPs and CEOs to confirm they’re a great match — or discover the information on-line. That is 1000’s of hours of labor wasted per yr, time that might be spent promoting.

Let’s say this firm qualification course of takes 10 minutes per firm. Do this throughout your 10,000 firm TAM record, and also you’ve racked up 1,666 hours simply checking to see in the event that they suit your ICP. 

The group utilizing ZoomInfo did it in six minutes complete.

3. Discovering the Resolution-Maker

Firm A can discover the decision-maker with the straightforward click on of a filter. Out of your complete TAM, ZoomInfo has discovered 57,947 folks. If we section for gross sales division measurement, we get the next, once more with about two minutes of labor for every section:

• SMB = 17,839 contacts from 2,215 firms
• MM = 23,700 contacts  from 1,396 firms
• Enterprise = 16,408 contacts  from 397 firms

Firm B discovered 50,000 contacts, however roughly 35% of the information is old-fashioned. This implies gross sales reps must verify on LinkedIn to confirm they nonetheless work on the firm.

Let’s say it takes them 5 seconds per contact to confirm job title and present firm. Over 50,000 contacts, that’s virtually 70 hours — a job that Firm A. did in six minutes.

4. Occasion-Based mostly Triggers

Firm A is notified the second an organization will get a brand new funding spherical, expands into a brand new market, hires or fires employees, provides new expertise, proclaims new initiatives, and extra. You solely must set these triggers up as soon as, however there are a variety of choices — let’s say it takes a one-time funding of 5 hours complete for all sorts and mixtures of event-based triggers.

Firm B can solely monitor set off occasions through Google. Which means every time a gross sales rep reaches out to an organization, they must manually scour the online for any related data or arrange Google alerts one after the other for every firm. That is very time-consuming and once more, is time not spent promoting. 

Let’s say it takes seven minutes to verify Google and LinkedIn for information and occasions. Throughout your record of three,958 firms, that provides as much as 461 hours — and that labor needs to be repeated every time you wish to discover out new data. 

The group utilizing ZoomInfo spent 5 hours as soon as, and the triggers hold delivering information and data without end.

5. Contact Data High quality

Not all information is created equal. ZoomInfo’s foundational benefit is the standard of its information. Whereas many competing options differ between 30-50% accuracy for cellphone numbers and emails, with ZoomInfo, you’ll be able to set your required data-quality degree through an accuracy rating between 75-99% accuracy. On this instance, our information high quality will vary from 85-99% accuracy.

Firm A has 85-99% accuracy utilizing the ZoomInfo accuracy rating.

Firm B has 30-40% accuracy — name it 35% for simplicity. That is as a result of contact-scraping software program not updating or cleansing information routinely or checking for validity through an e mail debouncing software program. 

The Distinction in Knowledge High quality

• Firm A pulls 57,947 contacts, and 85% of the contact data is correct. That leaves them with 49,254 good contacts.

• Firm B pulls 50,000 contacts, however simply 35% of the contact data is correct. That ends in simply 17,500 good contacts.

Chilly E-mail Breakdown

In case your contact accuracy is extra like Firm B’s, not solely are you losing time and decreasing your e mail deliverability, however you’re additionally losing cash by sending emails to a listing that’s principally inaccurate — which additionally will increase the probability of being flagged for spam. 

Right here’s a breakdown of how this impacts closed offers: 

Chilly Calling Breakdown

Because the solely solution to confirm a quantity’s accuracy is by calling, Firm B has no solution to know if the numbers are good earlier than calling. However Firm A makes use of ZoomInfo, which makes use of a number of information factors to seek out the probably quantity. So we will confidently say Firm A has extra correct numbers than Firm B.

For the sake of simplicity let’s say:

Firm A: Out of 49,254 contacts, ZoomInfo discovered 20,431 cell and direct cellphone numbers, or 41.5%.

Firm B: Out of 17,500 contacts, they discovered 6,125 cellphone numbers, or 35% of their contacts. This quantity might be a lot decrease, they usually can’t filter for cell and direct numbers. However I’ll hold it easy. 

Right here’s a breakdown of what you’ll be able to anticipate with a 35% accuracy price:

Firm A, utilizing ZoomInfo, has an 85% accuracy price. That’s 17,366 legitimate cellphone numbers.

Firm B has a 35% accuracy price and solely has 2,143 legitimate cellphone numbers.

What’s that imply in the long run? Utilizing ZoomInfo, Firm A discovered seven instances extra cellphone numbers than Firm B. That’s seven instances extra potential conversations — to not point out an enormous period of time again that the group can spend really promoting.

If we use my formulation once more, we will anticipate the next outcomes when it comes to offers closed:

The Value of Dangerous Knowledge 

Dangerous contact data is without doubt one of the most expensive errors you can also make as a gross sales group. And since many firms don’t run emails via e mail verification software program, they’re not even conscious of the true high quality of their information. 

Since every contact pulled sometimes prices a platform-use credit score, you’re paying the identical value proper off the highest for good information and ineffective information alike. And while you add within the alternative value of misplaced offers, the ensuing blow to worker morale, missed income projection accuracy, and different downstream prices, the invoice begins to get very vital.

In our instance, Firm B really pays a 65% premium on good information as a result of 65% of knowledge is dangerous. Firm A would possibly pay extra upfront, but it surely has clear prices — and minimal time wasted reaching out with dangerous information.

Outcomes

So what does it appear to be while you evaluate the 2 approaches facet by facet?

Group-wide firm B. spends 151,560 minutes complete, whereas Firm A, utilizing ZoomInfo, solely spends 312 minutes. 

On a rep-by-rep foundation firm B. spends 252 hours per rep to perform what Firm A does with ZoomInfo in 31 minutes.

Value in Wasted Labor 

Let’s say the typical account government (AE) makes slightly below $60,000 per yr, and the typical gross sales growth rep (SDR) makes slightly below $50,000. There’s 2,080 working hours per yr, which roughly comes out to $29 per hour for the AE and $24 per hour for the SDR.

Since we all know Firm B spends 252 hours per rep doing the identical factor ZoomInfo does in 5.2 hours, we will calculate how a lot that is costing Firm B in labor.

Each firms have an eight-hour workday and every rep dedicates two hours per day to prospecting. So let’s plug these numbers into my formulation to learn the way many offers every firm will shut: 

Firm A has 23 extra offers than Firm B. That’s greater than twice as many offers with the identical quantity of gross sales reps.

That is the facility of gross sales techniques in motion. And on this instance, I used to be being very beneficiant with Firm B as a result of extremely variable nature of prospecting software program, contact data high quality, database integrity, and different components. 

Day by day Workflow

After we have a look at the each day workflow of reps for each firms, we will see a stark distinction in effectivity.

The rep for Firm A logs into ZoomInfo and sees 10 new certified firms which have been robotically added to their TAM record based mostly on event-based triggers. The proper contact data is discovered and robotically added, leaving simply an export the SEP earlier than the rep can begin reaching out. 

This rep’s time per lead is about one second — the time it takes to click on export.

The rep for Firm B, in the meantime, logs into their prospecting software program and checks potential firms to contact, searches on-line to find out the variety of gross sales reps they’ve, and disqualifies firms that don’t match. The certified firms are added to a lead record, after which the rep has to seek out contact data, analysis the corporate for latest occasions, and eventually, attain out. 

Conclusion

Once you put all of it collectively, the distinction is obvious. Firms that use ZoomInfo can land greater than twice as many offers whereas spending 98% much less time carrying out the identical duties. 

If you wish to calculate how a lot inefficiencies are costing your organization, obtain the spreadsheet I created to calculate prices and time spent on wasteful gross sales prospecting and run the numbers for your self.

In case you appreciated this text and wish to learn to optimize ZoomInfo try my complete multi-part sequence right here.

To remain updated with industry-leading data, observe my Twitter account the place I share my insights and {industry} updates at @bowtiedsystems. I’ll even be launching a How To Use ZoomInfo course in Q1 2023!