Why B2B Data is (Still) King of Enterprise Sales Stacks

Enterprise sales stacks have risen to prominence for a variety of reasons. To start, every organization has a unique approach to sales that involves different needs, processes, channels and initiatives. A one-size fits all solution is simply not feasible. So, it should come as no surprise that 50 percent of sales development organizations leverage 5 or more technology applications (source: TOPO).

Truthfully, though, these applications range in importance and adoption. At the very least, most stacks comprise of a CRM and sales automation tools. Others include gamification software or predictive analytics. But make no mistake, it’s also important to invest in a market intelligence solution—like ZoomInfo. Let’s explore three reasons why.

  1. Without accurate, actionable B2B data, the rest of the applications in your sales stack are worthless

This may seem harsh, but it’s absolutely true. Think about it: Your CRM stores data related to leads, contacts, and accounts. Your auto-dialer and email software use direct dials and email addresses to automate outreach. Even shiny new toys, like gamification dashboards and predictive selling vendors, leverage data to display productivity and performance and identify potential customers.

Because so many of these applications rely on accurate and accessible contact and account data, it’s hardly a leap of faith to suggest data is the foundation of a sales stack.

  1. Accessible data bridges inefficiency gaps within your sales process and fosters productivity

Sales leaders should implement a universal sales process for their reps to follow. With everyone operating under the same playbook, management can understand how reps prospect, connect, and engage potential customers. Unlike other solutions, market intelligence vendors provide data that supports reps every step of the way. Here’s how:

  • Prospecting: An essential part of any sales process is finding that next prospect to reach out to. Traditional tactics, including guesswork and manual research, lack efficiency and don’t scale. Market intelligence solutions are backed by massive databases that include every piece of account and contact information sales reps need to identify buyer personas within a Total Addressable Market.
  • Workflow Integrations: Market intelligence tools also integrate with vital technologies and prospecting channels, like LinkedIn, which are part of sales reps’ workflows. This means data is accessible right where they are either prospecting or documenting outreach. Learn more about ZoomInfo’s integrations here.
  • Engagement: Beyond contact information, market intelligence provides access to critical insights that help with personalized outreach. This includes accolades and certifications, employment and academic history, colleagues, organization structure, technology profiles, and other firmographics and demographics.
  1. Above all, sales teams need accessible contact and account data to maximize results

Take a step back and forget all the bells and whistles associated with B2B technologies. Then ask, how will these investments help me achieve my goals? For sales teams, it’s about maximizing results.

Research from industry publications suggests that the average number of touches per day by sales reps at growing companies is around 95. But how do you make the most out of those touches?

We know about the power of direct phone numbers versus dialing into a company switchboard. We know the alarming rate of contact data decay. And while analyzing all the other applications within a sales stack, only market intelligence solutions offer an opportunity to avoid these bottlenecks and spend more time selling.

Looking to improve your sales productivity? ZoomInfo can help! Contact us today to learn more.

 

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